Marketing Plan By: Zara, Jenny, Jessica, Kayyan,

Wingsum, and Zhuo Cai

• Clinqiue is the first dermatologist-created cosmetic brand.

• Major player in the cosmetics market

• This plan was developed to find opportunities to provide a greater value to the Clinique brand.

• The company will use today’s social media trends to market to Millennials and increase market share

Executive summary

To be the most trusted Prestige beauty brand in the world, with market leadership and authority in

Dermatological Skincare and Foundation.

Mission statement

Market Potential

Estimated worth of 190.6 billion dollars

Objectives • Increase the market share of Clinique’s products• Changing its “OLD” image• Increase brand awareness to the

target market• Establish a clear brand position:

“Catering to different skin types of the customers and providing customers in the best, safest and the healthiest way to improve the conditions of their skin.”

Target MarketsThe company segments the market according to:

• Individual needs, skin types and age

Primarily Targets• Young people, women and men, between ages 18 to 25

o New touch to the skin care productso Lack of information about skin careo Problematic skin types, such as acne-prone skin and sensitive skin

• People who are looking for improving their skin ○ For example, founding anti-aging solutions (especially for ages 25+)

SWOT Analysis -- Strengths Products are all dermatologists

created

Trusted brand part of Estee

Lauder Companies

Allergy Tested 100% Fragrance

Free

Well educated consultants like no others in the

industry

Consultants’ uniforms resemble

dermatologist's

Extensive lines of tailored products for ALL skin types

Unclear Brand Positioning

Low marketing efforts

Unattractive Packaging

Weak makeup sector

Too many steps in the routine for

some customers

Lower price gives the impression

that it is of lesser quality

STAND OUT from the Crowd

SWOT Analysis -- Weaknesses

SWOT Analysis -- Opportunities 3.8% growth in the cosmetics

industry 4.2% growth in prestige brands

Social media is increasing the market size of the cosmetics

industry

Endorse popular makeup Gurus to promote products

International shipping on

country specific products

$190.6 BILLION industry globally

SWOT Analysis -- Threats Decrease in sales

within department

stores

High availability of substitutes

Up and coming online based

cosmetics companies

Low switching cost for

consumers

Michael Porter’s Five Forces Analysis

Rivalry among Competitors

Potential New Entrants (HIGH)

Threat of Substitute Products (HIGH)

Bargaining Power of Buyers (HIGH)

Bargaining Power of Suppliers (LOW)

More and more online based companies

Many products offering similar

benefits

Product reviews, and side by side

comparisons online

Formulating The Marketing Strategy Product Strategy• “Bringing the Best to Everyone We Touch”

• Concept of dermatologist-created skincare

• Ophthalmologist-tested makeup

• Simple 3-Step Routineo Step 1: Cleanseo Step 2: Exfoliateo Step 3: Moisturize

* Natural - 100% fragrance free, allergy tested *

Product Strategy (Cont’d)Provide the most effective and safe products - diagnostic tool

By Skin TypeVery Dry/Dry

Dry Combination

Combination Oily

Oily

Acne-Prone

Men’s: Dry to Normal

Men’s: Oily

ToneUneven skin tone and dark spots: Even Better Clinical Dark Spot Corrector

Rivals prescription products

Pricing Strategy• Premium Pricing

o Higher prices than most cosmetic companies such as Revlon, Garnier

o Slightly lower than similar companies on the high-end cosmetic market

o Connect price with quality and uniqueness

• Target Market o less price sensitive, focus on quality of products

o Create a favorable image of a high-quality cosmetic company

●Advertising our campaign: Creating Unique Beauty ○ To young women who have trouble finding the “right” product for their

type of skin○ Our message is: Great skin can be created, a makeup and skin care line

that treats acne, scarring, and uneven skin tones.■ Feel confident ■ enhance natural beauty

○ Gain Consumers trust■ Let our consumers know that our product are created and approved

by dermatologists.

Promotional Strategy

Example of Our Advertisement:

Promotional Strategy..• Changing our image

o Our expertise will continue to dress like “Doctors” to give the feel of “we know what we are doing and how we are doing it”

o Our packaging will be given a more clean and simple

o And we will include young well-known celebrities that promote natural beauty and confidence

• Promoting new products

• Products that are added to a new collection in a fun, cool and hip way

• Promoting new collection such as seasonal, or holidays

Delivering the message Instagram:

Delivering the message YouTube: Include videos of

● Different makeup looks consumers can wear

● Keeping up with latest makeup trends

● Announcing special events or spokesperson

Delivering the message Pinterest:

● Show different makeup tips and tricks● Promote the makeup advice section that Clinique currently has on

their main websites

Delivering the message Twitter:● Promote new

products added to new collection

● Promote special offers, such as discounts, giveaways, or special offerings at certain stores such as Macy’s

● Quick way to connect with consumers

Timetables & Benchmark Target Date Action Step

Q 1 Prepare and create promotional content (ex. videos)

Q 2 Launch the promotional campaign

Q 3 Assess public response to new marketing efforts (awareness)

Q 4 Evaluate progress (sales)

Timetables & Benchmark Evaluation of marketing plan

based on sales growth

Benchmark against industry leaders

Ethical Marketing Product

• Quality and safetyo Provide full information about

the benefits and the risks of our products• Fair packaging and labeling

○ Member of Sustainable Packaging Coalition○ Using 100% renewable energy resources

for packaging

Distribution • Exclusive territories • Prevent predatory competition

Promotion

Prevent false and deceptive advertising

Price

Price fixing

maintaining of prices at a certain level by agreement between competitors

Social Responsibility • Eliminate all animal testing

• Partner up with PETAo “Beauty Without Bunnies”

campaigno PETA’s cruelty-free bunny logo

placed on products

• All cosmetic containers produced with recycled plastic o Place “Made with Recycled

Material” on products

Conclusion • Corporate Growth Strategy

o Market Penetration• We will accomplish our goals by:

o Increasing advertising and marketing efforts “Creating Unique Beauty” campaign Deliver right message to our target

market Clearly positioning our products as

unique, personalized, effective, safe and prestige

Present and active on social mediao Adding “Cruelty-Free” and “Made with

Recycled Materials” label on products

Thank You!