Estee Luader

Analysis of the Marketing Strategies of Estee Lauder

With the controversies that has plagued the operations of the Estee Lauder companies in recent years , the role of marketing has since played a significant role in changing the negative public perception that the company has garnered . These controversies has already affected the operations of the company in its early stage but was overruled by the company 's utilization of the necessary marketing techniques which has resulted to the overturning of the negative public perceptions that Estee Lauder had

The marketing concepts that

were used where the blanketing strategies remarketing strategies , as well as diversification techniques to name a few which were implemented in a series of steps in the aftermath of the controversies that involved Estee Lauder

First up are the blanketing strategies which were implemented by Estee Lauder . A typical marketer could learn that such strategies could be useful in times of addressing controversies . True enough for the company , they are able to offset the piling controversies that may have severely affected operations had they not implemented such strategies The prerequisites for all strategies that were done by Estee Lauder were satisfied provided that the company already has a large amount of working capital to implement such strategies . Such blanketing strategies that were used are evident in the advertising efforts that were used by the company after the infamous Palestinian-led boycotts over the products of the company . Such strategies were evident on the United States wherein billboards and advertisements were scattered all over the country particularly in Los Angeles and New York

Just like the majority of companies of whose brand names are venturing into the opportunities provided for by the internet , Estee Lauder Cos Been able to tap the specific communication mediums in a positive manner . This can be explained by the managers to protect Lauder 's profitable fragrance and cosmetic brands such as Bobbi Brown , Clinique , and Aramis as well as its flagship Estee Lauder name after the negative implications that the company had in recent years . Of the 9 ,000 Estee Lauder retail outlets around the world that sell and market offerings , most of these outlets has since adopted several strategies that include the internet in an effort to boost sales . As predicted , the public response was pretty much positive and this meant further profitability for the company . The brands bought not necessarily include the Estee Lauder itself , but instead , the company had banked a lot from the other brands that it manages such as Clinique . Skin care remains up to this day as Estee Lauder 's primary line . With this fact in mind , the company 's marketing strategies has also been geared into developing its specific product line that caters to the skin care segment of the market . Such efforts included the development of the Clinique lab web site that sold product on-line , and the company has also added other similar websites to cater other company products However , the move has left out in the open...