Marketing Plan By: Nikhil Bhaskar, Yashank Arora, Twinkle Murarka, Akanksha Dosaya

Marketing Plan
By: Nikhil Bhaskar, Yashank Arora,

Twinkle Murarka, Akanksha Dosaya
NEW DELHI INSTITUTE OF MANAGEMENT

2020-2022
Executive summary
• Clinqiue is the first dermatologist-created cosmetic brand.
• Major player in the cosmetics market
• This plan was developed to find opportunities to provide a

greater value to the Clinique brand.
• The company will use today’s social media trends to market to
Millennials and increase market share
Summary Contd.
• One of the world’s leading designers and manufacturers
of prestige skin care products.
• Formed as a spin-off of the estee lauder company.
• Established in 1968 in new york, usa.
• Sold in more than 130 countries.

Mission statement
To be the most trusted Prestige beauty brand in

the world, with market leadership and authority in
Dermatological Skincare and Foundation.
Market Potential
Estimated worth of 190.6 billion dollars

Objectives
• Increase the market share of Clinique’s products
• Changing its “OLD” image
• Increase brand awareness to the
target market
• Establish a clear brand position:
“Catering to different skin types of the customers and
providing customers in the best, safest and the healthiest
way
to improve the conditions of their skin.”
Target Markets
The company segments the market according to:
• Individual needs, skin types and age
Primarily Targets
• Young people, women and men, between ages 18 to 25
o New touch to the skin care products
o Lack of information about skin care
o Problematic skin types, such as acne-prone skin and sensitive skin
• People who are looking for improving their skin

○ For example, founding anti-aging solutions (especially for ages 25+)
SWOT Analysis - Strengths
Products are all Extensive lines of Trusted brand part
dermatologists tailored of Estee Lauder
created products for ALL Companies
skin types
Well educated
Allergy Tested Consultants’
consultants like no
100% Fragrance uniforms resemble
others in the
Free dermatologist's
industry
SWOT Analysis - Weaknesses
Unclear Brand Low marketing Unattractive Weak makeup

Positioning efforts Packaging sector
Lower price gives

Too many steps in
the impression
the routine for
some customers
STAND OUT from the Crowd that it is of lesser
quality
SWOT Analysis - Opportunities
3.8% growth in the Social media is
cosmetics increasing the
industry 4.2% market size of the
growth in prestige cosmetics industry
brands
International
$190.6 BILLION shipping on
industry globally country specific
products
Endorse popular
makeup Gurus to
promote products
SWOT Analysis - Threats
Up and coming
Decrease in sales
online based
within department
cosmetics
stores
companies
High availability of Low switching cost

substitutes for consumers
Formulating The Marketing Strategy
Product Strategy
• “Bringing the Best to Everyone We Touch”
• Concept of dermatologist-created skincare
• Ophthalmologist-tested makeup
• Simple 3-Step Routine
o Step 1: Cleanse
o Step 2: Exfoliate
o Step 3: Moisturize
* Natural - 100% fragrance free, allergy tested *

Product Strategy (Cont’d)
Provide the most effective and safe products - diagnostic tool
By Skin Type
Very Dry/Dry
Dry Combination
Combination
Oily Oily
Acne-Prone
Men’s: Dry to
Normal
Pricing Strategy
• Premium Pricing
o Higher prices than most cosmetic companies such as Revlon, Garnier
o Slightly lower than similar companies on the high-end cosmetic market
o Connect price with quality and uniqueness
• Target Market
o less price sensitive, focus on quality of products
o Create a favorable image of a high-quality cosmetic company

Promotional Strategy
● Advertising our campaign: Creating Unique Beauty
○ To young women who have trouble finding the “right” product for their type of
skin
○ Our message is: Great skin can be created, a makeup and skin care line that
treats acne, scarring, and uneven skin tones.
■ Feel confident
■ enhance natural beauty
○ Gain Consumers trust
■ Let our consumers know that our product are created and approved by
dermatologists.
Example of Our Advertisement:
Promotional Strategy
• Changing our image
o Our expertise will continue to dress
like “Doctors” to give the feel of “we
know what we are doing and how
we are doing it”
o Our packaging will be given a
more
clean and simple
o And we will include young well-
known celebrities that
promote natural beauty and
confidence
Delivering the message Instagram:
• Promoting new
products
• Products that are

added to a new
collection in a fun,
cool and hip way
• Promoting new
collection such as
seasonal, or holidays
Delivering the message YouTube:
Include videos of
● Different
makeup looks
consumers can
wear
● Keeping up with
latest makeup
trends
● Announcing
special events
or
spokesperson
Delivering the message Pinterest:
● Show different makeup tips and tricks

● Promote the makeup advice section that Clinique currently has on their main
websites
Delivering the message
Twitter:
● Promote new products
added to new
collection
● Promote special offers,
such as discounts,
giveaways, or special
offerings at certain
stores such as Macy’s
● Quick way to connect
with consumers
Ethical Marketing Promotion
Product Prevent false and deceptive advertising

• Quality and safety
o Provide full information about
Price
the benefits and the risks of our products
Price fixing
• Fair packaging and labeling
○ Member of Sustainable Packaging Coalition maintaining of prices at a certain level
○ Using 100% renewable energy resources by agreement between competitors
for packaging
Distribution
• Exclusive territories
• Prevent predatory competition
Social Responsibility • All cosmetic containers
produced with recycled plastic
• Eliminate all animal testing o Place “Made with Recycled Material”
on products
• Partner up with PETA
o “Beauty Without Bunnies” campaign
o PETA’s cruelty-free bunny logo placed
on products
Conclusion
• Corporate Growth Strategy
o Market Penetration
• We will accomplish our goals by:
o Increasing advertising and marketing efforts
 “Creating Unique Beauty” campaign
 Deliver right message to our target market
 Clearly positioning our products as unique,
personalized, effective, safe and prestige
 Present and active on social media
o Adding “Cruelty-Free” and “Made with Recycled
Materials” label on products
Thank You!

Marketing Plan By: Nikhil Bhaskar, Yashank Arora, Twinkle Murarka, Akanksha Dosaya

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Marketing Plan

By: Nikhil Bhaskar, Yashank Arora,

NEW DELHI INSTITUTE OF MANAGEMENT

• Major player in the cosmetics market

• This plan was developed to find opportunities to provide a

• Formed as a spin-off of the estee lauder company.

• Established in 1968 in new york, usa.

• Sold in more than 130 countries.

To be the most trusted Prestige beauty brand in

Estimated worth of 190.6 billion dollars

• People who are looking for improving their skin

Unclear Brand Low marketing Unattractive Weak makeup

Lower price gives

High availability of Low switching cost

• Concept of dermatologist-created skincare

• Simple 3-Step Routine

* Natural - 100% fragrance free, allergy tested *

o Slightly lower than similar companies on the high-end cosmetic market

o Connect price with quality and uniqueness

o Create a favorable image of a high-quality cosmetic company

• Products that are

● Show different makeup tips and tricks

Product Prevent false and deceptive advertising

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