Successful Brand Positioning
Estee Lauder has had huge success within their industry for many years because of their positioning within the market. This empire would not have been as successful as it is currently, and has been, if it failed to segment, target and position itself in the appropriate market. When Estee Lauder first formed, higher end cosmetics and skin care was a glamorous process at the top notch department stores. Overtime, high-end brands have become more common throughout the beauty industry and Estee Lauder has still managed to successfully position itself within a global and ethnically diverse audience.
Estee Lauder is a universally known high-end skin care, cosmetics and fragrance brand within this billion dollar industry. Estee Lauder is the company that delivers high quality products to those consumers who have a conscious eye for the best products and ideas. Estee Lauder has always been known as a high-end department store brand and they have positioned themselves as such within the beauty industry. Many of the products are expensive or considered more luxurious. Also, many of their extension brands such as MAC, Bobbi Brown Cosmetics and Clinique are considered high-end brands. This is helpful in keeping their brand and positioning stable across the board. Many of their extensions are doing very well and could be considered their own competitors for high end, quality driven products. Consumers must process their information about Estee Lauder to help them keep up such a successful track run in a conscious youth driven manner. Estee Lauder targets both men and women who are from the ages of 25 and up. Many recent advertisements for Estee Lauder are for anti-aging products or creams for a youthful appearance and the company is directly targeting these ages appropriately with their advertisements and products. Estee Lauder uses mostly print and commercial advertisements with the use of celebrity endorsements. With their...
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