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COMPANYBACKGROUNDName : Estee Lauder Companies Inc.

Founder : Joseph Lauder & EsteeLauder

Type of business : cosmetics, skin careproducts & fragrance

Place : New York City, New York1946 : began producing cosmetics in

New York City1948 : establish first department store inNew York1960 : expand business in International

level


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Now Este Lauder sells its products,across the world.

It employs over 20,000 people in 2003 andits sales topped $5 billion.

The company is still controlled by theLauder family

Este Lauder brands include: EsteLauder, Clinique, Aveda, Origins,Prescriptives, Bobb Brown, Aramis, La Mer,Tommy Hilfiger, Stila


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PRODUCT BACKGROUND

In 1946, Estee Lauder only producefour products such as Super Rich AllPurpose Cream, Cream Pack,

Cleansing Oil, and Skin Lotion.

Now Estee Lauder Produce moreproducts like skin care products,

cosmetics and fragrances.


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SKIN CARE PRODUCTS

Derm solutions starter systemRepair and hydrate the lookof past UV damage whilegiving your skin the moisture it

needs.

Perfectly CleanFresh Balancing Lotion

Revitalizing toning lotionconditions, rebalances skin
http://www.esteelauder.com/templates/products/sp_nonshaded.tmpl?CATEGORY_ID=CATEGORY5861&PRODUCT_ID=PROD5746http://www.esteelauder.com/templates/products/sp_nonshaded.tmpl?CATEGORY_ID=CATEGORY5861&PRODUCT_ID=PROD9595


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FRAGRANCE

Estee Lauder beyondParadis - Eau de perfumespray

The new fantasy in

fragrance

Este Lauder beyond

Paradise DuoThe perfect way tostart off the New Year
http://www.esteelauder.com/templates/products/sp_nonshaded.tmpl?CATEGORY_ID=CATEGORY6834&PRODUCT_ID=PROD5014


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COSMETICS

Graphic Color EyeShadow Quad

Endless expressions

for eyes in one compact

Pure Color CrystalGloss with Neon Glow

Sheer, high-polishedhues with dimensionalshine
http://www.esteelauder.com/templates/products/sp_shaded.tmpl?CATEGORY_ID=CATEGORY5850&PRODUCT_ID=PROD9605http://www.esteelauder.com/templates/products/sp_shaded.tmpl?CATEGORY_ID=CATEGORY5847&PRODUCT_ID=PROD7163


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TARGET MARKET

TARGETMARKET

AGE

PURCHASINGPOWER

YOUNGWOMEN

HIGHINCOME


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YOUNG WOMAN

Between 15 to 24 years

Look to feel refreshed, sophisticated,

classy, and sensual

Probably gives importuned to thesense of prestige


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HIGH INCOME WOMAN

Using high quality raw materials andhigh cost in promoting

Can be a loyal customer

Give important to the prestige of aproduct


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SWOT ANALYSIS

STRENGTHSSize and market share

Family control

Marketing ability

R&D advantage

Management expertise


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WEAKNESSES

Too big and difficult tocontrol

Lack of focus

Estee Lauder too old

Involve high costs andexpensive


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OPPORTUNITIES

Enter the new market

Americans high

spending on cosmetics

Availability for strategicalliances

Attract more customers


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THREATS

More competitive market

More segmented market

Criticism from animalliberationists and ethicists

More expensive market


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FIXEDBRANDELEMENT

BRAND NAME

The brand name of this cosmetic product is a arbitraryname which used real words with no obvious tie-in tocompany. The Estee Lauder name refers to the founder ofthe cosmetic products.

The companys products are sold in over 130 countries

and territories under well recognized brand names,including Estee Lauder, Aramis, Clinique, Prescriptives,

Origins, M.A.C, La Mer, Bobbi Brown, Tommy Hilfiger,Donna Karan, Aveda, Stila

In addition to these brands, the Company is currently

developing products to be sold under the Sean John label.


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LOGO & SYMBOL

Estee Lauder Companyused corporate name astheir logo (EL). The ELalso stands for the first

letter of the Estee Lauder,the founder namerepresent their product.This logo makes

consumers to easilyrecognize and identifiedthe product.


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CHARACTERThe Estee Lauder brand

character is live-action figureswhere TV ads or online adsfeatured models wearing theEstee Lauder cosmetics

product

Elizabeth Hurleyin EsteeLauder advertisementsrepresents the beauty that ispossible through Estee Lauderproducts.


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SLOGAN

The guiding vision of The Estee LauderCompanies Inc. isBringing the best to everyonewe touch.

By The best, it means the best products, thebest people and the best ideas. These three pillarshave been the hallmarks of the Company since itwas founded by Mrs. Estee Lauder in 1946.
http://www.elcompanies.com/


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Estee Lauder Company has their ownwebsite. The companys corporate

website is www.elcompanies.com andthe brands own www.estee lauder.com.The consumers can explore this bothwebsites to get more information about

the products.

URLs (Uniform Resource

Locators)


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PACKAGING


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Estee Lauder monogram and packaging system is aconsistent reference to high quality products andclassic traditions of beauty

They emphasis an environmentally friendlypackaging. In terms of packaging, the "Lauder way"means every bottle, every label, every carton, every

cap and every sprayer must meet standards.Packaging must be brought up to the standardexpected of every product in the Lauder portfolio.

The group initially developed packages that hadbeautiful transparent colors. Packaging materialscontain a high percentage of recycled materials and allcontainers must be, themselves, recyclable


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DEVELOPING OF MARKETINGPROGRAM

MARKETING MIX

PRICE

PLACEPRODUCT

PROMOTION


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Estee Lauder one of the largest cosmeticsmanufacturers in the world.

Estee Lauder manufactures and markets

skin care, sun care, makeup, and hair careproducts in addition to their fragrance line.

PRODUCT


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PLACE

Estee Lauder sells its products

primarily through limited distribution.

department stores, specialty retailers,upscale perfumeries and pharmacies.

freestanding company stores andspas, stores on cruise ships, in-flight and

duty free shops in airports and cities.


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PRICE

Intuition :1.7oz: $47.503.4oz: $65.00

Estee LauderPleasures:

0.5oz: $27.001.7oz: $42.50

Beautiful:1.0oz: $42.502.5oz: $60.00

Beyond Paradise:1.0oz: $39.501.7oz: $49.503.4oz: $68.00

Youth Dew:1.5oz: $20.001.8oz: $23.002.25oz: 25.002.5oz: $35.00(anniversary edition)


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PROMOTIONThe free gift and the gift-with-

purchase techniques were pioneered bythe company founder Estee Lauder

Estee Lauder hosts Makeup ArtistEvents in select retail stores.

Printed advertisements in magazines

are an effective way of reaching a largeaudience for any consumer industry


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LEVERAGING SECONDARYBRAND ASSOCIATION

COMPANY

This company creates a new brand fortheir product

COUNTRY OF ORIGIN

Country of origin for this product is New York.The Estee Lauder Companies Inc. is one of the

world's leading manufacturers and marketers ofquality skin care, makeup, fragrance, and haircare products.


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CHANNELS OF DISTRIBUTION

The company sells its productprincipally through limited distributionchannels to complement the imagesassociated with its brand. they consist

primarily of upscale department stores,specialty company stores and spas,stores on cruise ships, in-fight and dutyfree shops in airport and cities.


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RESEARCH AND DEVELOPMENTThe companys global R&D organization covers basic research

in the biological and physical science, product development,consumer evaluation, regulatory affairs and process

development.

EVENTSOrganizing Breast Cancer Awareness Campaign and thelargest corporate sponsor of The Breast Cancer Research

Foundation

OTHER 3rd PARTY SOURCES (AWARD)Getting award from Child Magazines Beauty Awards 2003,

Child Magazines Beauty Awards 2004, Beauty Award

Winner from Cosmetics Executive Women, And Best of

Beauty Award Winner Allure 2003.


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MAJOR COMPETITOR

Lancome

Christian Dior

Ralph Lauren

Vera Wang

Armani

CONCLUSION


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CONCLUSION

We can say that, the Este Lauder Companies is ideallypositioned for continuing growth. They can accomplishtheir goals by remaining focused on some strategies likeinnovating new products, driving all product categories,diversifying distribution, expanding global reach andpursuing acquisition and licensing opportunities.

Most important thing is, Estee Lauders highest

priority will always be their commitment to buildinggreat brands and great people

Estee Lauder already have their brand equity and they willtry to have more loyal customers by producing moreproducts which can satisfy the customers from all over theworld.

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