Published by MBA Skool Team, Last Updated: December 16, 2017
Marketing Strategy of Clinique analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Clinique marketing mix, help the brand succeed in the market.
Clinique marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Clinique Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Clinique marketing strategy can be explained as follows:
Clinique is one of the leading companies providing skincare, cosmetics etc. All the products made by Clinique laboratories are based on the basic 3 steps of cleansing, exfoliating and moisturizing. All the products manufactured are clinically tested by dermatologists and are manufactured as per the standards of allergy tested, 100% fragrance free and suitable for different types of skin. Clinique started with the mission of providing beautifying products for women but in 1976 the company began with men’s product line as well and became the first women's cosmetic company to introduce men’s range. Main reason for the success of Clinique is its adaptability to change as per the needs of its customers and coming up with variety of products by keeping the growing trends of the market. The company has not limited itself to skin care but has increased its product portfolio in its marketing mix by introducing hair care products, make up products etc. Below is the product line provided by Clinique for different categories:
Skin Care: It has cleansers, eye/lip care, hands, body wash, masks etc. It helps in removing dark spots, anti aging, dryness, oiliness etc
Makeup: Blush, bronzer, eyeliner, eye shadow, brow, lip gloss, lipstick, face brush etc.
Fragrance: Perfumes and deos for both men and women
Image: company website
Clinique Price/Pricing Strategy:
Below is the pricing strategy in Clinique marketing strategy:
Clinique caters the need of upper class people, those who believe in the quality of the product and don’t worry about the cost associated with it.
As Clinique is always associated with the quality products, the prices of the products are slightly at the higher end. The strategy used is prestige pricing in its marketing mix. In this the customers relate quality to the price and believe that the low cost products will not be able to provide the same result or service that high cost products provide. Prestige pricing helps to create a brand value and convinces the customers that the product provides an added value as compared to its competitors.
Clinique Place & Distribution Strategy:
Following is the distribution strategy in the Clinique marketing mix:
Clinique became one of the first cosmetic brands which provided the online store for purchasing for its customers. Clinique anticipated the power of online media and how this can help the brand to increase the sale. Apart from this, Clinique has always believed in setting up physical stores to provide the customers a feeling of belongingness. These physical stores have few trained consultants who assist the customers with their skin related queries. This creates a positive brand image and a sense of real care in customer’s mind.
Earlier Clinique was very particular about the distribution channel and used up-scale stores nut now the products are available with mass retail stores to increase the sales.
Clinique Promotion & Advertising Strategy:
The promotional and advertising strategy in the Clinique marketing strategy is as follows:
Clinique generally indulges in conducting different sweepstakes and contests to lure more customers and promote the brand. In 2007, Clinique launched Beauty Boot Camp to launch Clinique's Acne Solutions Clear Skin System, to help acne-prone skin. In this contest, 10000 people were awarded with 2 complete months’ supply of Acne Solutions Clear Skin System. After the use of the products, the contestants were supposed to share their, before and after photos to win $5,000, a day with celebrity Emmy Rossum, including a tour of the Teen Vogue and a bag full of Clinique products. Sometime the company also provides gifts to their customers like gift hamper, coupons etc. Clinique is also using social media and other marketing campaigns to make a loyal customer database. The company has official account on Facebook, twitter and Instagram handles and Youtube channels to promote the brand. Hence this completes the Clinique marketing mix.
Clinique Laboratories, a subsidiary of Estée Lauder Companies, is an American manufacturer of skincare, cosmetics, toiletries and fragrances. Clinique was the first dermatologist guided, allergy tested and 100% fragrance free launched by Estée Lauder Companies in 1968.
The beginning of this brand was based on the philosophy of Dr. Norman Orentreich “Great skin can be created”.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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