Kennesaw State University Bookstore Marketing Plan
Alaina Stern Alex Yancy Falon Scott Joelle Davis
MKTG4150 Consumer Behavior Dr. Laura Robinson
MKTG4150 CLINIQUE MARKETING PLAN
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EXECUTIVE SUMMARY
Effective, high quality, hypoallergenic, acclaimed brand of men’s skin care products
Market analysis indicated 86% of 50 surveyed were unaware that Clinique carried men’s product line o Target market refined to males affiliated with KSU between the ages of 20 and 50 who posses slightly above average incomes o Biggest weakness: lack of promotion within the KSU vicinity o A major threat proposed is the appeal of supermarkets to our target market
Market strategy revolves around creating awareness of target market o Selected Product line divided into 4 categories; Skin cars, shaving, grooming, and fragrances o The Clinique skin care line for men has fourteen products in total and they range from $12.50-$55.00 o Promotion suggestions designed to be applicable as a whole campaign, but are selfsupportive and can be implemented individually o The distribution strategy used by the bookstore in the department of cosmetics is exclusively distributed
Consumer decisions are addressed at each stage of the process o Clinique’s shaving products and skincare offer a solution to the problems shaving can induce o individuals will utilize both internal and external sources when searching for information o Consumers evaluate the alternative solutions based on evaluative criteria o Clinique store should obtain customers that are with them for life o Testimonials of actual customers from Clinique’s actual website about men’s skincare and shaving products demonstrates evaluation
Expected outcomes to benefit the customer, firm and society o Individual outcomes consist of need satisfaction and sometimes resulting in injurious consumption o “Shave Day” was a success and raised the annual revenue by increasing the percentage of sales from the men’s line o As expected, Shave Day successfully sparked buzz around campus, especially with the young men and the women as well increasing overall awareness to 44% o It is important to the consumers that Clinique continues to engineer products that have minimal impact to society and the environment
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SURVEY RESULTS
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Awareness of Clinique's Mens Line by KSU Student Only 14% knew about cliniques 86% of the 50 students product line for surveyed said they were unaware thatClinique carried a product
MARKET ANALYSIS Strengths Many strengths lie within Clinique’s company as a whole, beginning with its lifespan and duration. Founded in 1968 by the Estée Lauder Corporation, Clinique has over 40 years of experience in the cosmetics industry. Clinique began and remains as a company focused on the idea of great skin resulting from great skin care routines, and bases its entire range of product lines upon this concept. Clinique has consistently been a dermatologist supported brand that caters to custom skin types and conditions and delivers high quality and excellence. According to the survey conducted by our team, 64% of the students thought positively of Clinique’s product quality, while 16% had not tried it. Only 2% of the students did not have a positive experience with the brand. Aside from Clinique’s experience, it proudly features products that are hypoallergenic and 100% fragrance free. Each product is developed and then tested over 12 times on 600 different individuals, and is only approved after a zero rate of allergic reaction occurs. The products are never tested on animals and do not include any harsh chemicals. All in all, Clinique aims to provide only the healthiest of cosmetics to its consumers. Over the years, Clinique has grown to offer a very wide array of product lines. This allows the company to offer products to match many different skin types, which can be easily determined through a series of simple questions and answers. For example,
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they have entire lines dedicated uniquely to individuals with dry skin, as well as a selection for those consumers with oily skin. Yet another one of Clinique’s strengths lies with the fact it’s financially backed by its mother company, Estée Lauder. Estée Lauder is one of the leading companies in the cosmetics industry, owning powerful cosmetic brands such as M.A.C, Bobbi Brown, Aveda, and more. Having the financial support of this large company has kept Clinique in the spotlight as one of the most innovative and reputable cosmetic companies. Weaknesses The Clinique store located in KSU's bookstore has its own weaknesses. Our survey showed that 43 out of the 50 surveyed did not know that Clinique carried a men’s line. These uninformed individuals lack of knowledge is directly related to the lack of company promotion within KSU’s vicinity. Another quality that we considered a weakness identified through our survey is the limited quantity that the store has in inventory at any point in time. Quite a few of the individuals surveyed explained how the store was out of a certain color or specific tone of products when they visited. Our survey also led us to believe that a major weakness of the Clinique’s store is the pricing. The results of the survey showed that 45 out of the 50 (that is 90%) individuals surveyed have never made a purchase from the Clinique store on campus, and the majority buy their skincare products and makeup form superstores such as Wal-Mart and Target because of the price. Clinique’s retail store located in the KSU bookstore has overall good customer satisfaction from previous customers but there is room for improvement and a grave need for a greater awareness of the target market. The lack of promotion within KSU’s vicinity is a major weakness. There is a significant amount of potential achievable profits that the store will not receive because of the lack of awareness the target market. The results of our survey showed that 86% of the people and 13 out of the 14 males surveyed had no idea about the line of products offered by Clinique specifically targeted to men. Promotion can be easily executed with minimal cost because of the location of the store and the target market both being on KSU campus. By making efforts to promote and raise awareness of not only the men’s line but all their offerings and products available can potentially increase revenue and the overall success of this specific Clinique store. The location of the Clinique store inside the bookstore provides great convenience for the customers because they are already on campus and the store is almost in the exact center of the whole campus. This being said it is a huge inconvenience to the customers as well as a significant weakness for the store to not
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have adequate inventory available. Our survey had quite a few remarks regarding the limited selection of certain colors and shades of lipsticks and the lack of variety of skin tone makeup colors to match theirs. This causes not only a loss in sales but the customer in the future will purchase at another location or might even consider buying a different brand in general. One of the biggest weaknesses brought to the surface by research and surveying people would be the cost and how the overall quality of Clinique’s makeup is viewed. Clinique’s makeup is somewhere in the middle of quality and price in comparison to some of their major competitors. Because Clinique is not the most expensive brand out there customers might view the products as being of lesser quality. The prices are relatively expensive and they rarely to almost never discount. The results showed that 36% of the people surveyed currently purchase from superstores such as Wal-Mart and Target, 26% from other beauty super stores like Sephora and Ulta, and another 26% buy directly from department stores. These results give an idea of Clinique’s major competition and provide insight on ways to target potential customers. Research showed that a major attribute to Clinique’s high pricing is the costs the company incurs for extensive research and development in order to make and develop products that are 100% free of fragrance and chemicals that induce allergies. Opportunity Today Clinique is one of the most trusted beauty care lines for women and men in the world. Since 1968, the company has strived to revolutionize the skin care line by being up on the latest trends and needs of their customers. The main selling point of the Clinique brand is that all products are allergy tested, 100 percent fragrance free, skin care is designed for all skin types. The opportunities for a company of this magnitude are endless. There are five external factors that affect opportunities for Clinique such as the consumer, competition, technology, economy, and legal restrictions. Consumers for Clinique tend to be a part of the upper-middle class and are looking for a line that is going to prolong their youthful look. By going around Kennesaw State University and asking people to answer some questions in a survey about the Clinique Store on campus in the Bookstore in order to gain a better perspective of the company. The results from the data showed that only a small percentage of the student body and faculty had been to the store. There was a majority of the students surveyed between the ages 18 to 25 and indicated they did not have the discretionary income to afford Clinique. The company knows who their target customers are and always ensures that they are getting a prestigious product for their particular skin type. The data also showed that those who took the survey that were older had a higher income
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and were more likely to purchase from the Clinique store on campus. When a company such as Clinique is ranked above their competition and has one of the number one skincare lines in the business, they know their competitors. This knowledge aids and drives the goal of perfecting their formulas to come out with an even better product. One of Clinique’s products that set them aside from the other wellknown skin lines is their Anti-Gravity Firming Eye Lift Cream. This particular cream helps prevent aging around the eyes and works to help age spots and wrinkles around the eye area. The survey asked if the individual preferred high quality products to low quality cosmetics and most people desired higher quality. However, those that we surveyed cannot always afford the higher price point on lines such as Clinique. Over the years Clinique has marketed themselves for those individuals that want to have healthy and youthful looking skin for the rest of their lives. In this day and age, every popular beauty care line must keep up with technology. Also most women and men can shop Clinique online at www.clinique.com from the comfort of their own home. That is why it is pertinent that Clinique has web designers who create a website that is user friendly for their customers. This allows the customers to find the product or products of their choice swiftly when shopping online. The Kennesaw State Clinique store can improve in advertisements around campus and on the Kennesaw State website. The survey revealed that most of the students and faculty do not even know that Clinique is located in the bookstore. In order to get more people aware that the cosmetic line exists on campus we must use technology to inform those that would be interested in Clinique at Kennesaw State University. Since 2008 the country has been in a downward economic turn and therefore the cosmetic industry has taken a hit. Although Clinique has stayed profitable they continue to stay on the cutting age with their products and are always striving to be more innovative than their competition. The consumers who bought Clinique before 2008 have stayed loyal even during the economic recession. They believe that Clinique will help rejuvenate their skin and keep it looking smooth and silky. These customers have also spread the word and have helped Clinique stay at the top in the industry by being the number one skincare line in the country. Much thought and attention has been given to the regulatory and legal guidelines for the cosmetic industry by Clinique’s trained scientist and dermatologist, who help produce quality products. They re-inspect and test all of Clinique's products multiple times before the formulas are ever used in the manufacturing plant. This insures that all products meet Federal Food, Drug, and Cosmetic Act that the products meet all the requirements before they are placed at the retail stores for the ultimate
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consumer. This can sometimes be an extensive and grueling process, but once the product is approved by the F, D, & C it is ready to be sold and appreciated by Clinique customers. Threats The Clinique store in the Kennesaw State University bookstore faces threats to their business. One threat faced is competition. There are many comparable businesses that offer similar products and services that the Clinique store offers. Department, supermarkets and pharmacy stores and stores are prime examples. Places such as Wal-Mart offer a larger variety of products for consumers to choose from. Because price is one of Clinique’s weaknesses, these stores present substantial pressure on the business in the Clinique store. Many students will choose a cheaper product from stores such as Wal-Mart, over the higher priced Clinique product. Clinique’s location on campus may also open room for competitors. While this location can serve as a strength, it may also be a weakness. For those who pass by the bookstore, this location is convenient. For others who may not pass by, this location can be overlooked. Students will turn to stores whose location is more convenient for them. For these reasons, competition is one of the biggest threats to the Clinique store in the bookstore. A second threat Clinique faces is the income of the typical college student. Most students are stacked with loan debt and tuition payments. The well-known Ramen Noodle diet is most common among students. Clinique’s pride in the quality of the products is displayed in the price. This is one of the main weaknesses faced by Clinique. While many consumers are brand loyal to Clinique for this quality, others may turn to cheaper competition. Because this Clinique store targets college students, they must be aware of the changing budgets of these students. In order to maintain these high prices, Clinique must present substantial reasons for students to spend their money on these products. Another relevant threat Clinique faces is the changing wants and needs of the students at Kennesaw State University. This is a threat faced by all businesses. Young women and men are constantly changing their minds about various aspects of life. Clinique must be able to keep the interest and loyalty of the students. When students choose to buy from Clinique in the bookstore, they will decide later to either return for future purchases, or turn to competition. Clinique must find a way to keep the students coming back. This challenge is perhaps one of the most difficult Clinique will face on a college campus. Changing trends and fashions will have the most effect on Clinique’s business. For the best results, Clinique must stay up to date with these trends. This will ensure more interest from students, and in turn, better business.
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MARKET SEGMENTATION Need Set: Male-Oriented Skincare Products ● Moisturizers and other daily skin care products ● Anti-aging solutions ● Acne solutions ● Shaving products Target Market: ● Mainly males who frequent the Kennesaw State University campus and associated buildings. Additionally, these individuals are between the ages of 20 and 50 and possess slightly above average incomes. Within this market, the following segments are marketed: ○ Young single males who suffer from acne-prone skin who are seeking a healthier way to clear skin ○ Older men who are looking for high quality products that will slow down time and help them keep their youth. ○ Men of all ages who are seeking a cleaner and fresher shave. Why might this market benefit from Clinique products? ● Clinique offers a complete line of daily skin care products exclusively for men to encourage healthy and smooth skin. These include includes daily cleansers, moisturizers, and more ● Additionally, Clinique has a leading line of anti-aging solutions including hydrating treatments, anti-fatigue under eye de-puffing gels, and rejuvenating scrubs. ● Clinique has a relatively new product called acne solutions clear skin systems kit that cleans, moisturizes, reduces oil, and is proven to greatly reduce blemishes within two weeks. ● Clinique offers an array of 5-star customer rated shaving product such as shave cream and post-shave soothers
Need Set: Skincare Products for sensitive skin ● Hypoallergenic and Fragrance free products ● Quality skincare products which promote healthier skin while cleansing ● Moisturizers and other daily skin care products ● Anti-aging solutions Target Market: ● Kennesaw State University’s students between the ages of 18 and 30. Majority of the target market is represented by the female traditional
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students and the minority of the target market consists of male traditional and nontraditional and female non-traditional students. Within this market the following segments exist: ○ Students who desire 100% fragrance free and hypoallergenic skin care products ○ Students who have slightly above the average income of college students ○ Students whose parents or main guardian throughout childhood would be classified as the upper- middle class to the lower- upper class income range. ● The working female faculty and staff of Kennesaw State University between the ages of 30 and 60 who have the discretionary income to purchase skin care products of higher price and quality. Within this market, the following segments are marketed: ○ Adult women who are interested in a healthy skin care routine to preserve their youth. ○ Adult women who are looking for skincare that will suit their sensitive skin needs. Why might this market benefit from Clinique products? ● Clinique offers several lines of fragrance free and hypoallergenic daily skincare products that aim to create healthy and smooth skin. This includes daily cleansers, moisturizers, toners, serums, and more. ● When facing problems with acne, women look for products that will eliminate the issue that cause the acne initially. The Acne solutions kit reduces blemishes. ● Clinique offers many well-received anti-aging products blended and packaged with the adult female's aging needs in mind. ● Reduces oily skin and cleans clogged pores leaving cleaner, clearer, smooth skin. ● Daily routines of moisturizing and washing your face are very important for clear smooth skin. There is a need among college students for acne solutions. Clinique offers a Acne Solution Clear Skin Kit that is clinically proven to reduce blemishes within a two week period.
Need Set: High Quality Cosmetics and Fragrances ● Quality makeup at an affordable price ● 100% fragrance free and hypoallergenic makeup ● Basic tones and casual shades that are deemed professional ● Perfumes and other body misting assortments of sensuality
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Target Market: ● The female student, faculty, and or staff of Kennesaw state university with a little higher than average amount of discretionary income to purchase fragrances and cosmetics of higher price and quality. Within this market, the following segments are marketed: ○ Women who prefer cosmetics that appear natural and feel light on the skin. ○ Women who seek cosmetics that will promote healthier skin when applied ○ Women who enjoy fresh, light, and vibrant perfumes and fragrances Why might this market benefit from Clinique products? ● Clinique has, over the years, created a vast array of highly rated cosmetics that enhance natural beauty. Foundations, which are mostly infused with SPF, are designed to help heal skin, reduce wrinkles, and reduce skin discoloration while giving a natural coverage. All cosmetics are fragrance free, which is much healthier for direct application to the skin. ● College is the bridge between youth and adulthood. In this time students are starting to adapt to adulthood and have the need to progress into the professional world. This means leaving the mini-skirts in the closet and developing a more natural and more sophisticated look to attract future opportunities whether it be employment, honor societies, or sororities and fraternities. Quality makeup with natural highlighting tones at an affordable price would seem like a perfect addition to a student’s evolving persona. ● There are a variety of fragrances offered by Clinique that are fresh and vibrant, and are perfect to maintain the hint of youth. They also offer fragrances that gave deeper aromas to deliver a woman's more sensual side.
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MARKET STRATEGY Selected Product Line Men have skin that is very different from that of a woman thus they require their own men’s line. The whole line offers twenty-three different products and most are recommended to be used and incorporated into their 3-step skincare system. Clinique aims to help men take care of their skin by making skin care as easy as three steps, twice a day, for 3 minutes: cleanse, exfoliate, and moisturize. Clinique’s line of products for men are divided into 4 categories; skin care, shaving, grooming, and fragrances.
Skincare is important for both men and women but both have very different needs. Male hormones stimulate the oil and the sweat glands which will make the skin stronger because it enlarges, the middle layer, the dermis with collagen. That being said the basic concept of cleansing, exfoliating, and moisturizing of Clinique’s 3-step system is just as important to men’s skin as it is to women and the difference between the two is the strength of the formulas. Many men have claimed that their shaving routines have improved from better skin care techniques and routines. Clean and exfoliated skin leads to a closer shave and fewer ingrown hairs. There are a total of fourteen skincare products for men offered by Clinique all chemically formatted and tested in skin-specific strengths to custom-fit to the individuals needs helping them to get their skin in the best condition. All cleansing soap (bar or liquid) cleanses to remove oil and dirt without drying leaving the skin feeling fresh and comfortable. The Scruffing lotions come in four
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skin-specific strengths and will exfoliate the skin to remove the daily build-up of dead skin cells unclogging the pores, resulting in clearer skin.
Clinique carries two products for daily grooming use such as deodorant and nonstreak bronzer. The deodorant is in stick form and goes on dry and stays dry. The stick will provide all day protection that is non-staining and non-sticky and resists odor and perspiration. The non-streak bronzer is perfect for the male who wants the look of a summer glow or a little extra color on their face without having to spend hours in the sun or the tanning salon damaging their skin. This gel bronzer is an oil-free formula that gives the most believable tanned look and is transparent. It’s easy to use and provides instant color for a natural glow that will last in rain or during a swim. Mixing the nonstreak bronzer with a little M lotion applied to clean moisturized and exfoliated skin blended well for a healthy-natural tanned look. To remove the color, the man simply washes face with soap and water.
Clinique offers five unique products just for shaving. Shaving overtime will put wear and tear on their skin. Whether the person shaves once a day, every other day, in the morning or at night, Clinique’s pre- and post – shave shaving products aid in the prevention of spots on the skin caused by the razor blades by allowing a cleaner, closer shave. Before shaving the use of the face scrub will lift the beard hairs to clear the way for a closer shave and reduces ingrown hairs. During the act of shaving using the M Shave Aloe Gel will allow a clean, close, and longer lasting shave. After shaving follow
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up with the Post-Shave Healer, which will leave their skin feeling fresh and cool. A clean shave and smooth skin will win smiles daily and is will be noticed.
Current Pricing Model and Objectives The Clinique skin care line for men has fourteen products in total and they range from $12.50-$55.00. The men’s line has done exceedingly well based on this price strategy. There are five shaving products that are priced between $15.00-$20.00, which all contain aloe and are oil-free. The two grooming products are priced at $15.00 and $19.00 dollars and are both dual-purpose moisturizers and contain UVA/UVB protection. The two fragrances in the line are Clinique Happy for Men priced at $55.00 and Chemistry by Clinique priced at $40.00. Since the line was launched it has received tremendous reviews and the men who are buying the products seem to be very satisfied.
Pricing
40 35
Price in dollars
30 25 20
Clinique Jack Black Lab Services
15 10 5 0 after-shave
shaving cream
face wash
Product
facial scrub
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In the men’s skin care line for Clinique there are a number of different products that are all priced lower than the competitor’s prices. The first step in the three step process model is the cleansing phase. The retail price for the Clinique liquid face wash is $16.95. When comparing that Clinique’s cleanser to the Jack Black daily facial cleanser, which is priced at $18.00, the consumer will prefer the Clinique brand. Since the quality is equivalent then the consumer wants the best value for their money. The second step is the exfoliate phase for men, which is priced at $13.00 and the competition Lab Series has their invigorating face scrub priced at $24.00. The third and final step is the moisturizing phase for men, which is priced at $24.00 and Anthony Logistics for Men Facial Moisturizer is priced at $32.00. Clinique carries two men’s fragrances Clinique Happy for Men priced at $55.00 and Chemistry by Clinique priced at $40. These are relatively inexpensive compared to the competition’s cologne such as Dolce & Gabbana, Versace, Ralph Lauren, and Tom Ford. The men who are choosing to go Clinique are getting a high quality product at a moderate price. Clinique’s has a value-pricing strategy and that is why they continue to excel in the marketplace.
Distribution Recommendation There are many different strategies associated with distribution. These include selective distribution, intensive distribution, exclusive distribution, and franchising. The Clinique brand uses selective distribution in their everyday business operations. You can find the Clinique brand in various retailers such as Macy’s and JCPenney. This strategy allows Clinique to distribute their product among these few intermediaries. One of these intermediaries is the Kennesaw State University bookstore. The distribution strategy the bookstore uses to distribute Clinique products differs from that of Clinique as a company. The strategy used by the bookstore in the department of cosmetics is exclusively distributed. This is because the KSU bookstore carries only Clinique’s brand of cosmetic products. This allows for no direct competition for Clinique within the bookstore. The location in which this distribution takes place is just as important as the strategy that is implemented. The Clinique shop in the bookstore is located near the entrance of the bookstore, across from the main section and next to OwlTech. This location is strategically placed to ensure the students see Clinique when they enter the bookstore. This makes it easy for students to access Clinique products. The bookstore is a suitable place for the Clinique store to be located on campus due to the fact that it serves as one of the few places on campus that almost all students will visit. Because the bookstore contains necessities for students such as books and supplies, an incredibly high percentage of students will attend the store at some point. Additionally, the Clinique store lies in a strategically planned location as many students who will
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enter Owl Tech will have to pass through or directly next to the bookstore Clinique location. Apple products are among the popular gadgets offered at OwlTech currently, and attract young consumers into the store. This gives Clinique the strategic opportunity of luring consumers in who were not customers initially. An added benefit to the location of the store comes during a time of high spending at the beginning of the semester. To improve this location strategy further, the bookstore should implement more in depth signage throughout the bookstore as well as other parts of campus. This will enable Clinique to draw in customers from other parts of campus. This will also ensure that anyone who enters the bookstore is aware of the Clinique store and will put Clinique in the back of their minds. This signage will complete Clinique’s overall distribution strategy on campus and further strengthen their place within Kennesaw State University.
Product Distribution Placement Display @ KSU:
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Promotional Recommendation In order to promote the entire Clinique men’s collection, a variety of promotional implementations are suggested. The following suggestions have been designed to be applicable as a whole campaign, but are self-supportive and can be implemented individually if needed. Beginning with the simplest promotion strategy, Clinique has an opportunity of marketing to college students easily and inexpensively by placing well designed, eyecapturing, and high-quality posters around the vicinity of high-traffic campus areas Similar to the workings of KSU’s Nature Bound program, these weather-resistant flyers can be staked in the ground outside of buildings on promo-friendly grounds to capture the attention of the male target. These advertisements should differ slightly from the standard Clinique men’s collection advertisements due to the specific situation of the target markets: young college students may not find the appeal in the advertising theme of Clinique’s ads for men because they may not relate to the image of the clean-cut professional male and young gentleman. Instead, college males may benefit more from an ad that portrays a sense of humor or directly addresses issues that they may face with their youthful skin. These posters should feature statements with buzz words, humorous tones, or questions that young men may ask for answers to. For example: “GIRLS STUBBLE, GIRLS SMOOTH SKIN” or “Burly doesn’t get the girly”. The most important concept to these simple poster ads is to put the Clinique men’s line into the eyes of a potential consumer: the college male. At the same time, Clinique has a very clean cut brand image, and should not present any statements so casual as to lose this image. Additionally, the poster should be able to catch the eye of and not repel the other target segment which includes male faculty and staff. Implementing this simple promotional concept can easily grasp attention, inform unaware potential consumers and remind students of Clinique’s product availability while costing the company extremely little. Due to its low cost this form of promotion can easily be done alongside any other promotional method without the use of many resources.
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Another proposed promotion includes the fun and rather experimental method of issuing an unofficial Clinique male spokesperson. The individual ideally is able to grow noticeable facial hair and would accept to be part of this fun campaign idea and take photos in a “before” reference, with a bit of unflattering scraggly facial hair. Next he would be shaved and groomed to take a series of “after” photos. The idea of this promotion is to show off a spokesperson who will give off a relatable and even comical image to the product line and who won’t mind being a part of this experiment. Comparable spokespersons are Terry Crews of the Old Spice ad campaigns and Jonathan Goldsmith who plays as “The Most Interesting Man in the World” in the Dos Equis ad campaigns. The featured spokesperson can be on the posters mentioned in the above paragraph, and can be the “voice” of Clinique’s product to the KSU male student target market. The benefit of implementing this sort of promotion is the relation of the market to an individual. Consumers could then begin a positioning shift of Clinique being for the professional adult male towards the image that Clinique can be for the young gentleman in college males as well. The risk of considering this type of promotion of course lies in the fact that Clinique is a corporation and methods such as these may have difficulty being approved by the corporate office. Regardless, the payoff and recognition would be substantial and the men’s line could be the buzz around campus.
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In order to suggest a more hands-on approach, it may be worthwhile to mention the concept of having a “Shave Day” for the purpose of gaining consumer attention; KSU’s Clinique store can hold this event in which young men can come up and shave their faces with the assistance of a Clinique consultant who explains each product’s features as they are being used. This gives the male target market the opportunity to test some of the top rated men’s shaving products and feel the difference between the products they may use and the product offered from Clinique. In order to hold this event, Clinique will need to obtain one or two portable outdoor sinks, as well as attaching mirrors. Companies such as Happy Can Atlanta offer these products on a rental basis, and some even offer rental basins that support 3 separate sinks. This event can be held outdoor during the upcoming warm season on the campus green and can be promoted for approximately two weeks prior to being held. Additionally, it is recommended to take place in the morning to early afternoon in order to occur when the most foot traffic takes place on campus and the best natural light from the sun. During the event it is encouraged that music be played to attract college students’ curiosity and interest. As an incentive, the company may consider offering a discount or premium to those who opt into shaving that moment. The purpose of this promotional proposal is to launch a festive event targeted towards men and to increase awareness to the men’s line at the Clinique Store in a fun and engaging manner.
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As for the final promotional suggestion Clinique may be able to reach out directly to the male target market for its male products by becoming a part of one of the most masculine activities to become available to our school: our upcoming football program. By implementing a light sponsorship of the future Kennesaw State University football team, not only would Clinique be able to support the growth of the university, but it would be able to receive attention towards its men’s line in an unpredictable fashion. There is a possibility for sponsors to receive ad space on gear, merchandise, or stadium banners and the company would be presented with an atypical opportunity to present its male-oriented products. Not only did nearly all of the men surveyed by our team consider Clinique a brand targeted to females, but they were not remotely aware that Clinique had launched a skincare line for men. Though masculine features on packaging the younger men of our college seem to bypass any interest in Clinique solely because they view and position it as a feminine brand. If Clinique were to act as a sponsor of our football team the engaging/ promoting and campus advertising could help to make the male market more aware and supportive of the men’s product line. This promotional method would require intensive communication with the corporate Clinique office in order to elevate the concept to the next step. However, this would possibly be the most rewarding form of promotion due to the brand name being featured in conjunction with this most exciting expansion within our university. With the addition of campus football, the university is going to face an influx of both student and attention from all over the region.
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CONSUMER DECISION PROCESS
Problem Recognition When a consumer comes to the realization that they possess a problem and begin actively seeking a solution is when their decision process begins. Shaving for men overtime will put wear and tear on their skin leaving irritated rough skin. Clinique’s shaving products and skincare offer a solution to the problems shaving can induce such as razor burn, dryness, nicks and cuts, and ingrown hairs. Problem Recognition is when the consumer notices a discrepancy between their desired state and actual state. The desired state of our target market is to have clean-cut and close shave that will leave their skin feeling smooth. Cleaner healthier skin will result in a closer and better shave. There are a total of fourteen skincare products for men offered by Clinique all chemically formatted and tested in skinspecific strengths to custom-fit to the individuals needs helping them to get their skin in the best condition. All cleansing soap (bar or liquid) cleanses to remove oil and dirt without drying leaving the skin feeling fresh and comfortable. The Scruffing lotions come in four skin-specific strengths and will exfoliate the skin to remove the daily build-up of dead skin cells, unclogging the pores, resulting in clearer skin. Many men have claimed that their shaving routines have improved from better skin care techniques and routines. Clean and exfoliated skin leads to a closer shave and fewer ingrown hairs. Clinique offers five unique products just for shaving. Clinique’s pre- and post – shave shaving products aid in the prevention of spots on the skin caused by the razor blades by allowing a cleaner, closer shave. Before shaving, the use of the face scrub will lift the beard hairs to clear the way for a closer shave and reduce ingrown hairs. During the act of shaving using the M Shave Aloe Gel will allow a clean, close, and longer lasting shave. After shaving, following up with the Post-Shave Healer will leave their skin feeling fresh and cool. “Shave Day” aimed to make our target market more aware of the feature and benefits Clinique’s products will bring to them. This event will allow a handson experience allowing positive memories to help shape brand perception. KSU’s Clinique store can hold this event in which young men can come up and shave their faces with the assistance of a Clinique consultant who explains each product’s features as they are being used. The purpose of “Shave Day” is to launch a festive event targeted towards men to increase awareness of the men’s line at the Clinique Store in a fun and engaging manner and also to help our target market be aware of
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the problems shaving can wreak to shed light on how Clinique’s men’s shaving products can help them solve them.
Information Search Upon recognizing the need for a higher quality men’s skin care line, consumers will begin the process of information gathering. In this occurrence, these individuals will utilize both internal and external sources to develop a greater understanding of the potential purchase at hand. The search begins with the product. Is the consumer looking for a new cleansing product or a new aftershave? The possibilities vary, and luckily the Clinique Men’s product array is wide enough to fit any man’s need. It can be assumed that individuals may typically initiate the information search process with retained knowledge and opinions. In doing this, Clinique’s target market at Kennesaw State University will make a few inferences based on what’s internally stored in their minds about great shaving product. They may not initially consider Clinique as a potential purchase due to the fact that the line is not clearly positioned in their minds. In fact, an external push may be required to trigger the consideration of Clinique such as a Shave Day or spokesperson suggestions. When and if the Clinique Men’s line can be triggered as a potential solution, the consumer will refer to internal information about this product line. Admittedly, it can be assumed that the students will initially consider costs. Clinique is known for being highly priced and this may be a turnoff for many consumers who are either unaware with any special offers, or who are not convinced the quality is worthwhile to their budget. On a more positive note, however, they may also be aware of Clinique’s prestigious brand and reputation as well as the effectiveness the product has had on many consumers. The most realistic and likely result from the internal information search made by these KSU male students is the realization that they might actually not know much about the Clinique Men’s line at all and that they need to dig deeper. When this situation occurs, these individuals will look to external resources for more information. For the purpose of this marketing plan, we will consider that the target market may have acquired a need for a better shave and can use our Shave Day event as one of their external sources. These individuals can become aware of this event either by being exposed to promotional content such as on-campus flyers or social media posts, or by witnessing the event as it occurs and becoming a part of
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it. This may be one of the most beneficial methods of gathering information for the consumer as he is able to see the effectiveness of the product on his skin firsthand. However, many consumers may not be willing to volunteer to shave even if their attention is directed towards the event. Luckily, a secondary effect that Shave Day may have on this consumer is in the exposure gained to the product. If implemented well, Shave Day may be able to give Clinique Men’s product the advantage of positioning itself as an exciting and potential product for the target market on campus. If so, they may very well go on the internet or to the on campus store in order to research more on Clinique’s products for men. The internet may, in fact, serve as the most valuable and influential external information source for interested consumers. The internet may also be a dangerous tool from a business perspective because the alternative product choices are seemingly endless. Once a consumer has been exposed to the men’s line of Clinique products, however, they can take it upon themselves to freely dig for more information on its usages. If a user searches web engines or “Clinique Men’s Skin Care Reviews”, they will automatically receive a generated list of results topped with access to product reviews at Clinique.com and Macys.com. The four out of five star ratings of both sites will likely lead the user to click on those sites. As seen below, if the user enters Clinique’s official site and navigates towards “All Men’s Skin Care” (found at http://www.clinique.com/products/1626/mens/skin_care/index.tmpl), they will be presented with a complete list of Clinique products for men featuring the average review score underneath each product:
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Users are free to click the star ratings and read full reviews by individual consumers at this point. This is one of the most effective and powerful information sources due to the undeniable influence that the experience of similar individuals may have on a potential consumer. A finally possible external information search method that an interested consumer may utilize would be actually visiting a Clinique store, such as the one at Kennesaw State University. A major advantage to this method of information search is the impact that the salesperson can have on the consumer. Here they will be able to speak directly to specialists who can deliver them the most accurate information in person and in response to their individual questions. Lastly, the consumer may be presented with the opportunity to test the product then and there, which can lead to purchase.
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Evaluate Alternatives During the information search process, consumers may seek appropriate alternatives to the problem at hand. In this case, consumers search for alternative brands for shaving and skin care. The consumer will begin by determining a set of all possible alternatives that could solve the consumer problem. Consumers will begin this process during the internal search and develop an awareness set composed of all alternatives the consumer is aware of. Men may evaluate various men’s skin care lines such as Clinique, Gillette, Neutrogena, and Kiehls. Consumers will then narrow this set down into an inert set and an inept set. The inept set includes those alternatives the consumer views negatively and will not consider as a solution. Kiehls received poor reviews from consumers online. For this reason, men may decide to transfer this brand into their inept set of alternatives. The inert set is composed of the alternatives the consumer views neutrally and that serve as valuable alternative solutions. Clinique, Gillette, and Neutrogena embody this set of alternatives. Upon further examination of these brands, the consumer will narrow their set of alternatives down into their evoked set, or set of alternatives they will evaluate for the solution to the problem. Because of exemplary promotional efforts and decent reviews, men will decide to evaluate Clinique and Gillette as the solution to their problem. To come to an ultimate conclusion, consumers will have to evaluate these alternative solutions based on certain evaluative criteria. Consumers will gather information about each of these brands and ultimately decide which will serve as a better solution. These evaluative criteria consist of the characteristics the consumer wants in their solution. Men may decide they want a skin care line that makes their face smooth and soft when they shave, that is reasonably priced, and that is of higher quality. Using the evaluative criteria decided upon, consumers will decide which alternative in their evoked set fits best with the desired outcome. After evaluating Clinique versus Gillette, the men in our target market ultimately decided Clinique was the better choice. Clinique offers men a high quality product, at a reasonable price, and that creates a smooth surface after usage. These qualities embody the evaluative criteria established earlier. Clinique offers the consumer each aspect of their desired criteria making it a better solution than Gillette.
Purchase
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Once the consumer decides which alternative is the best solution, the next step is to purchase the product. Men can visit the Clinique store in the Kennesaw State University bookstore during store hours to make their purchases. Once they decide to finally make the transaction with Clinique, consumers will visit the store, buy the product, and begin the trial and usage of these products.
Usage The Clinique Marketers for Kennesaw State University have to understand the usage for the products that they carry in the bookstore. Then they take this knowledge and communicate how Clinique products create consumer satisfaction around campus. A recent study using the Even Better Dark Spot Corrector by Clinique showed a 53% improvement in skin tones for women of all ages. There are many ways the Clinique Marketers could use this research to increase sales on campus. They could give out samples of this serum and allow the student body and faculty to test it out. The Clinique team has also done a lot of research and found that expanded usage situation strategies can produce major sales gains for established products. The Clinique cosmetologist must frequently dispose of products or product packages after or before product use. All of Clinique’s products can be easily recycled and this is an important product attribute. The disposition of a product must occur before the new product can replace it. The Clinique marketers in the Kennesaw State Bookstore need to understand how situational influences affect disposition decisions in order to develop more effective and ethical products and marketing programs. Clinique is an eco friendly cosmetic line and the company does what it can to ensure an effective disposition situation.
Evaluation Many of the reviews from actual customers found online from Clinique’s actual website about men’s skincare and shaving products are not written by the
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men themselves but by a relative or girlfriend/wife. The next quote is one testimonial written about the men’s 3 step system by the actual users fiancé: "I bought the men's 3 step system for my fiancé because I noticed over the summer his skin was getting oily. Even though he hardly uses the moisturizer and the astringent, he loves the soap. He likes to use it especially in very humid days when the oil on your skin just seems to peak. I have noticed his skin much better: less oil, reduced pores, and increased softness." Another testimonial by a woman writing one for a man is: "This product has cured my husband's badly irritated chin and neck area. He won't use any other shaving product now. It’s a huge dilemma when he's traveling and doesn't want to check luggage, since we can't get your Cream shave in a container under 3 oz." However not all reviews are good, sometimes people will react differently because skin type and sensitivity is so unique to each individual. A male within the age of 31-40 living in Bayside, NY describes his experience with the Anti-fatigue cooling eye gel: "I have been using this product at least twice a day for about 5 days. I am using this for my dark circles under my eyes. So far I am disappointed. I see no difference. I am going to continue but my next step is to try NEW Even Better Eyes Dark Circle Corrector. I wish they would lower the price and make this for Men as many men like myself have this issue." This next testimonial is a somewhat negative evaluation about the Cream shave: "I was expecting a much better shave than what I got. I did not like the texture and consistency of this product and basically thought it was similar to any cheap grocery store brand shaving cream. I was disappointed because I read a lot of good reviews on this site about it. However, this product is not for me." While the last two testimonials mentioned were on the negative side, the next is an example of how this particular customer elaborates on both negative and positive features of the Age Defense Hydrator: "I like the product better than the M Lotion w/ SPF because it feels less greasy, but I was disappointed with the size of the product. In my opinion, you should get more for $30, but that's just me. I'm not sure if I will purchase this again in the future or stick with the M Lotion." Every well known and established brand will throughout time obtain certain customers that are with them for life. Such customer will have positive things to say and want to let it be known. This next testimonial is a from a very passionate and loyal customer: "I have been using the shave cream since it first came out with the twist top, since I was about 17 (I am 50 now) it has served me well for many years. I do like the aloe gel shave but this is better for a more mature skin I think. It
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lasts for ages and is a pleasure to use" One user claims that Clinique face soap is the best out there, stated he had been using it for 11-25 years and rated 5 out of five stars. On June 3, 2011 he posted the following review: "I use this soap as my face and body bar. I prefer the men's bar because of the square shape and dish style although it's the same formula as the 'women's' bar. I used to love the old formula of the acne solutions body bar before they added salicylic acid to medicate it (it used to be antibacterial soap only). I switched to this reg strength soap when Clinique stopped making the other.�
Sources
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Clinique Men’s Skin Care http://www.clinique.com/products/1626/mens/skin_care/index.tmpl Clinique Men’s 3-Step System http://www.clinique.com/cms/product/franchise/mens_3step_system_mpp.tmpl
OUTCOMES
Individual Outcomes When individuals were at “ Shave Day” they went through the a consumption process. Regardless whether or not a purchase was made on some level the satisfaction of the need was met; this began the consumption process. There is a broad range of satisfaction and each individual went from no satisfaction to being absolutely satisfied. The candidates were able to feel their skin before and after the shaving cream was used. Also during this time there were two key processes that were involved, the actual need fulfillment and the perceived need fulfillment. For example, the Cream Shave has two customers. Those that believe they need the cream shave to keep their face looking youthful and a bad shave. Then there are those individuals that can afford having a convenient bottle of Cream Shave in their toiletry cabinet and don’t necessarily believe in all the perceived benefits. The Cream Shave can be purchased over and over again, as long as the individual feels the intended purpose of the product is working for their skin. There are also downsides to consumption and this is known as injurious consumption. The more common one is overspending due to aggressive marketing efforts and cheap credit. Secondly consumption of product that is not healthy including fast food, cigarettes, and alcohol. Lastly, engaging in activities such as gambling, can lead to devastating financial consequences for some. These will sometimes leading to an individual spending more money than they can afford buying Clinique products. Unfortunately this is a very common occurrence in the United States and continues to have a negative effect on the economy. Currently there are no potential lawsuits for Clinique, because all their products are thoroughly tested.
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Firm Outcomes Of course, it is every businesses goal is to grow and increase revenue. “Shave Day” was a success and raised the annual revenue by increasing the percentage of sales from the men’s line. During the event the level of enthusiasm and overall satisfaction by the participants was very high throughout the entire happening. By allowing the participants to actually first hand try the product we aimed to raise their perception and overall increase the rank at which Clinique’s products are positioned. This hands-on experience allowed out target market to place a higher value and quality on Clinique’s products then the competitor’s alternatives by giving them knowledge through their own experiences.
% of revenue from men's line
Proposed impact of "Shave Day" Predicted sales with implementation of propsed market stratagey in the first month Predicted sales with current market stratagey
14.00 12.00 10.00 8.00 6.00 4.00 2.00 0.00 Jan
Feb
Mar
Apr
May
Semi-annual time frame
June
** data is derived and estimated based on public information available in the Estee Lauder company’s annual reports
Societal Outcomes KSU Male Student Outcomes As expected, male students have been moderately affected by the implementation of Shave Day. It is obvious that the chance of exposure to the majority of male students is very faint which prohibits a lot of potential awareness. Additionally, of the target that was actually reached, only an even lower percentage of individuals possess a high enough amount of discretionary income to justify the purchase of these goods. The fact is that most male students will more than likely be unable to fit the Clinique Men’s line into what they consider their reasonable expenses. Male students were assigned as the primary target market due to the size and power of their entity, and the idea to break into that market and achieve a stronger brand positioning proves to be a tough and slow task. However, the implementation of Shave Day has successfully sparked buzz around campus, especially
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with the young men. Sales spiked during the first month after Shave Day took place, and slowly began to decline again followed by a slightly declining slope. Whether or not they have sought out to purchase Clinique Men’s goods, much more of the male students are now aware of the male products existence and may consider it in the future. KSU Male Faculty and Staff Outcomes As far as the outcome of Shave Day on KSU’s male faculty and staff population, efforts have been more effective due to the rise of awareness paired with the higher discretionary incomes in these individuals’ possession. Unlike the traditional low-income students who would have trouble considering products of this price range as an option, this market may find this to not be as much of a turnoff. In the end, male faculty and staff members accounted for approximately 70% of sales within the Clinique Men’s Line after Shave Day took place. KSU Female Students, Faculty, and Staff Outcomes Lastly, women at Kennesaw State University were affected to a noticeable degree after the implementation of Shave Day, as well. After gaining awareness generated from both exposure and word-of-mouth, a considerable number of women began purchasing products and sets for their significant others, family members, and friends. The renowned quality and satisfaction from many consumer testimonials have successfully positioned the Clinique Men’s line into the minds of consumers as an appropriate gift, rather than being too casual of a product like Gillette for Men. This was one of the less expected outcomes of Shave Day, proving to add additional benefits from the marketing campaign itself. There is no doubt that increased exposure can have a positive effect on sales and awareness, but it should be expected that the improvement of sales within the Men’s Line will be gradual and sustained only with consistent marketing efforts. Without a “pulsing method” of re-tapping back into the target markets field of awareness, the men’s line at Clinique may sink into the background again and out of the minds of the impressionable consumers. Constant efforts towards brand and product positioning are imperative to maximizing sales of this line.
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Economic Outcome: Consumers’ decision to either buy Clinique product or forgo purchasing Clinique product is a major determinant of the state of the economy. Consumers’ decision to either buy or save affects economic growth. Because the consumption of Clinique’s men’s line increased slightly, economic growth also increased slightly. Many consumers however, continued to save rather than spend on Clinique product. This also has an effect on the economy. Saving slows economic growth. Though many consumers have chosen to save
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rather than purchase Clinique product, this information can be used by Clinique in order to generate more spending. Clinique can use these changes in consumer spending and saving to calculate their supply and demand. The change in consumer spending can help Clinique determine which products have the most value in the economic marketplace. The slight increase in spending accompanied with the continued saving can imply certain determinants for Clinique. Consumer spending indicates an increase in income level. Consumer saving indicates a decrease in income level. These spending categories can help Clinique determine how to allocate their products to coordinate with the economy. Environmental Outcome: Consumer decisions have a major impact on the physical environment and society. Consumers have become more concerned with these effects. Clinique has made an individual effort to address these concerns. One of the major benefits of consumers’ decision to purchase Clinique product is that it is hypoallergenic and 100% fragrance free. Every product Clinique offers is customized for every skin type and concern. This includes the concerns of society as a while. Clinique tests every product for allergens. Specifically, they test 600 people 12 times. If even one of these people experiences a negative reaction, Clinique restarts the process of creating this product from the beginning. Clinique calls this the “power of one.� Formulas for each product differ. Each of these formulas is regularly reevaluated and assessed for potential improvements. It is important that Clinique continues to engineer products to positively impact society. Consumers are beginning to recognize the indirect effects of consumption on the environment. Consumers will ultimately choose those products that minimize environmental harm.
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APPENDIX POWERPOINT PRESENTATION
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