A Comparison Of Clinique Marketing Strategy Case Study

A Comparison Of Clinique Marketing Strategy - Case Study Example These three items were said to be the only products necessary for healthy skin. The parent company, Este Lauder, had already established itself as an icon in beauty and fragrance (Xenias), and over the years Clinique developed a positive brand image as well. In addition to the simplicity of their image, the company's Web site was equally simple-illustrations of products with very little or no text. But with businesses expansion taking place in order to reach global markets, the simplicity of Clinique's marketing strategy might not have the same effect in countries other than UK and USA. Purpose of Study China is the market of the future, and successful companies expanding their bases throughout the world see China as a necessary market. What are the differences in the way Clinique reaches domestic customers and customers in other cultures Will the 1-2-3 plan work in China What barriers must be faced Two recent articles included Clinique in a list of cosmetic companies accused of using harmful chemicals in their products in China (China Monitoring 2006; Overseas Companies 2006). At present the international Clinique Web site doesn't seem to offer a simple doorway into other countries, at least for researchers. Clinique does, as a way to reach Chinese customers, discuss a product called Clinique Derma White which focuses on Asian markets. Derma White is an update on Clinique's Active White line, developed by Korean dermatologists to address pigmentation in the skin. Derma White uses blackout yeast to break up pigment into smaller fragments and exfoliants help remove them from the skin (Clinique 2006). The Asian culture considers white skin to be beautiful, while Western countries and cultures seem to prefer tanning products. The emphasis on darker skin... The importance is in drawing customers to a specific site. With Clinique, marketing strengths include introducing new, innovative products directed at specific customers and the use of language in the product names which immediately describe their attributes, i.e. Superdefense Triple Action Moisturiser and Lifting Face Serum as well as Dramatically Different Moisturising Lotion, a standard of the company since its inception. A weakness, however, could be the company's apparent belief in a customer knowing who they are, what they do and how they do it. They are taking for granted that their products will sell themselves. Clinique has not even begun to tap the opportunities to sell their products through the Internet. Much of the research information on skin care is filtered through the Està ©e Lauder advertising and press releases. It is also important for them to be aware of negative commentary online which might affect their market share if they don't meet the challenge of offsetti ng negativity. At present one of the major efforts by Clinique is to increase the male customer base, and much of their advertising focus on that market. In the meantime, the female market might be discouraged when trying to get information on the products they want, especially in China, where women are not considered worth cultivating but are beginning to see themselves in a more attractive light. Another important market for Clinique is the aging population looking for anti-ageing products such as "Stop Signs" said to "make time stand still".

Internet Connectivity Research Paper Example | Topics and Well Written Essays - 1750 words - 1

Internet Connectivity - Research Paper Example Protocol and computer languages are being implemented to ensure that communication through the internet is done from anywhere in the world and in a fast way One importance of having high speed internet connections around the world is the fact that it will save on both time and money. For instance, board meetings can be held over video link rather than incurring the huge travelling costs and allowances. According to a research done, a slow internet connection is considered the one of the most annoying things by most people. Another importance of high speed internet connection is that it will allow for more international business since information is sent and received on real time. A good example of an industry that depends on high speed internet connections is the stock market. This paper will critically discuss the various internet and networking technologies specifically DSL, cable, satellite, and wireless cellular connection technologies establishing the need of using more than one internet connection technology. DSL is a cluster of technologies that facilitate internet access through transmitting data which is digital over a telephone network that is wired and local. The origins of the technology can be traced back in a book written in 1948 by Claude Shannon titled â€Å"A Mathematical Theory of Communication.† ( Habraken 2003). However it was first implemented in 1979 where a remote computer was connected to a telephone wire that was existing where data and telephone terminals were connected. Basically a local loop is used to perform telephone exchange where telephones are connected which is usually a pair of physical wires. Before, the loops were only meant for the transmission of audio frequencies between 300 and 3400 hertz. Gradually trucks were converted to digital over long distances providing the interface of transmitting data via these loops thus the birth of