COMPANY BACKGROUND

Name : Estee Lauder Companies Inc. Founder : Joseph Lauder & Estee Lauder Type of business : cosmetics, skin care products & fragrance Place : New York City, New York 1946 : began producing cosmetics in New York City 1948 : establish first department store in New York 1960 : expand business in International level

Now Este Lauder sells its products, across the world. It employs over 20,000 people in 2003 and its sales topped $5 billion.
The company is still controlled by the Lauder family Este Lauder brands include: Este Lauder, Clinique, Aveda, Origins, Prescriptives, Bobb Brown, Aramis, La Mer, Tommy Hilfiger, Stila

PRODUCT BACKGROUND
In 1946, Estee Lauder only produce four products such as Super Rich All Purpose Cream, Cream Pack, Cleansing Oil, and Skin Lotion. Now Estee Lauder Produce more products like skin care products, cosmetics and fragrances.

SKIN CARE PRODUCTS

Derm solutions starter system Repair and hydrate the look of past UV damage while giving your skin the moisture it needs. Perfectly Clean Fresh Balancing Lotion Revitalizing toning lotion conditions, rebalances skin

FRAGRANCE
Estee Lauder beyond Paradis - Eau de perfume spray The new fantasy in fragrance Este Lauder beyond Paradise Duo The perfect way to start off the New Year

COSMETICS
Graphic Color Eye Shadow Quad Endless expressions for eyes in one compact Pure Color Crystal Gloss with Neon Glow Sheer, high-polished hues with dimensional shine

TARGET MARKET
AGE
TARGETMARKET
PURCHASING POWER HIGH INCOME YOUNG WOMEN

YOUNG WOMAN
Between 15 to 24 years Look to feel refreshed, sophisticated, classy, and sensual Probably gives importuned to the sense of prestige

HIGH INCOME WOMAN

Using high quality raw materials and high cost in promoting Can be a loyal customer

Give important to the prestige of a product

SWOT ANALYSIS
STRENGTHS
Size and market share
Family control Marketing ability R&D advantage Management expertise

WEAKNESSES
Too big and difficult to control Lack of focus
Estee Lauder too old Involve high costs and expensive

OPPORTUNITIES
Enter the new market Americans high spending on cosmetics Availability for strategic alliances Attract more customers

THREATS
More competitive market More segmented market

Criticism from animal liberationists and ethicists

More expensive market

FIXED BRAND ELEMENT

BRAND NAME
The brand name of this cosmetic product is a arbitrary name which used real words with no obvious tie-in to company. The Estee Lauder name refers to the founder of the 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.

LOGO & SYMBOL

Estee Lauder Company used corporate name as their logo (EL). The EL also stands for the first letter of the Estee Lauder, the founder name represent their product. This logo makes consumers to easily recognize and identified the product.

CHARACTER
The Estee Lauder brand character is live-action figures where TV ads or online ads featured models wearing the Estee Lauder cosmetics product Elizabeth Hurley in Estee Lauder advertisements represents the beauty that is possible through Estee Lauder products.

SLOGAN

The guiding vision of The Estee Lauder Companies Inc. is Bringing the best to everyone we touch. By The best, it means the best products, the best people and the best ideas. These three pillars have been the hallmarks of the Company since it was founded by Mrs. Estee Lauder in 1946.

URLs (Uniform Resource Locators)

Estee Lauder Company has their own website. The companys corporate website is www.elcompanies.com and the brands own www.estee lauder.com. The consumers can explore this both websites to get more information about the products.

PACKAGING

Estee Lauder monogram and packaging system is a consistent reference to high quality products and classic traditions of beauty They emphasis an environmentally friendly packaging. 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 standard expected of every product in the Lauder portfolio.
The group initially developed packages that had beautiful transparent colors. Packaging materials contain a high percentage of recycled materials and all containers must be, themselves, recyclable

DEVELOPING OF MARKETING PROGRAM

PRODUC T PLACE

MARKETING MIX

PRICE

PROMOTION

PRODUCT
Estee Lauder one of the largest cosmetics manufacturers in the world. Estee Lauder manufactures and markets skin care, sun care, makeup, and hair care products in addition to their fragrance line.

PLACE
Estee Lauder sells its products primarily through limited distribution. department stores, specialty retailers, upscale perfumeries and pharmacies. freestanding company stores and spas, stores on cruise ships, in-flight and duty free shops in airports and cities.

PRICE
Intuition :
1.7oz: $47.50 3.4oz: $65.00

Beyond Paradise:
1.0oz: $39.50 1.7oz: $49.50 3.4oz: $68.00

Estee Lauder Pleasures:

0.5oz: $27.00 1.7oz: $42.50

Youth Dew:
1.5oz: $20.00 1.8oz: $23.00 2.25oz: 25.00 2.5oz: $35.00 (anniversary edition)

Beautiful:
1.0oz: $42.50 2.5oz: $60.00

PROMOTION
The free gift and the gift-withpurchase techniques were pioneered by the company founder Estee Lauder Estee Lauder hosts Makeup Artist Events in select retail stores. Printed advertisements in magazines are an effective way of reaching a large audience for any consumer industry

LEVERAGING SECONDARY BRAND ASSOCIATION

COMPANY
This company creates a new brand for their 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 of quality skin care, makeup, fragrance, and hair care products.

CHANNELS OF DISTRIBUTION
The company sells its product principally through limited distribution channels to complement the images associated with its brand. they consist primarily of upscale department stores, specialty company stores and spas, stores on cruise ships, in-fight and duty free shops in airport and cities.

RESEARCH AND DEVELOPMENT

The companys global R&D organization covers basic research in the biological and physical science, product development, consumer evaluation, regulatory affairs and process development.

EVENTS
Organizing Breast Cancer Awareness Campaign and the largest 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.

MAJOR COMPETITOR
Lancome Christian Dior

Ralph Lauren
Vera Wang Armani

CONCLUSION
We can say that, the Este Lauder Companies is ideally positioned for continuing growth. They can accomplish their goals by remaining focused on some strategies like innovating new products, driving all product categories, diversifying distribution, expanding global reach and pursuing acquisition and licensing opportunities. Most important thing is, Estee Lauders highest priority will always be their commitment to building great brands and great people Estee Lauder already have their brand equity and they will try to have more loyal customers by producing more products which can satisfy the customers from all over the world.