Cosmetics Giants Segment the Global Cosmetics Market: The Assignment
? Case6-1 Discussion Questions 1.How do women’s preference for cosmetics and beauty care vary from country to country? 2. Assess Estee Lauder’s strategy for China. Does it make sense to focus on premium brands ,or should the company launch a mass-market brand? 3. What is the best positioning strategy for Shiseido as the company expands in Asia? High touch? High tech? Both?
2.Assess Estee Lauder’s strategy for China. Does it make sense to focus on premium brands ,or should the company launch a mass-market brand? ? 評價雅詩蘭黛對於中國的策略 ? 將焦點著眼于高檔產品是否合理 ? 該公司是否應該開拓大眾市場品牌
The strategy for China
? The product strategy Estee Lauder owns numerous brands ,such as La Mer ,Bobbi Brown, MAC etc. ? The channel strategy To date, the Estee Lauder group in 33 major cities in China's big senior department store has more than 150 sales counters ? The price strategy According to consumer's understanding of the value and the degree of demand to make the product price ? The promotion strategies Estee Lauder growth is in China with the development of advertising . When entered China advertising is concentrated in the fashion magazines and currency it also to raise its profile by TV ads
? As what the CEO William Lauder said, The Estee Lauder brand in China is exploring right now ? because it represents inspirational luxury but at a price that’s much more affordable than LV.
Estee Lauder should refuse to high-end brand extends downward. It had announced its low-cost product strategy for low-income consumers. This strategy is conducive to strive for the low-income consumers and improve market share. However, low-priced sales of high-end products can damage the brand image and value. Estee Lauder is the world recognized high-end cosmetics brand, has a clear market positioning.
2.What is the best positioning strategy for Shiseido as the company expands in Asia? High touch? High tech? Both? 隨著在亞洲市場的擴大，什麽才是資生堂最佳的定位策略 人性化？高科技？還是兩者並存？
? Shiseido is Japan's second-largest cosmetics company. Consumers always associate the Shiseido brand with a company that understands skin issue specific to Asian woman. Shiseido also has a reputation for advanced research and development in key areas such as anti-aging products. Highly trained beauty counselors foffer advice on color coordination,moiture levels, and related topics.
? 体贴不同岁月的脸 ? 八十年代以前，资生堂实行的是一种不对顾客进行细分的 大众营销策略，即希望自己的每种化妆品对所有的顾客都 适用。八十年代中期，资生堂因此遭到重大挫折，市场占 有率下降。一九八七年，公司经过认真反省以后，决定由 原来的无差异的大众营销转向个别营销，即对不同顾客采 取不同营销策略，资生堂提出的口号便是“体贴不同岁月 的脸”。他们对不同年龄阶段的顾客提供不同品牌的化妆 品。为十几岁少女提供的是RECIENTE系列，二十岁左右的 是ettusais，四、五十岁的中年妇女则有长生不老ELIXIR， 五十岁以上的妇女则可以用防止肌肤老化的资生堂返老还 童RIVITAL系列。
? 资生堂还对化妆品市场进行了调查和研究，发现一般消 费者不仅需要化妆品公司提供高质量的产品，更需要他们 提供高水平的美容咨询服务，于是提出了CL店构想。资生 堂强调其旗下各专卖店（柜）的销售人员必须有较强的咨 询能力（couseling即CL），能把化妆品店变成美容咨询室， 为入店顾客提供各种咨询服务。为此，资生堂积极对其员 工进行培训，目标是使每个销售人员都成为“美容专家”。 每年资生堂要举行六期美容CL的研讨会，以传授商店美容 咨询的秘诀。资生堂根据顾客的年龄、收入、购买心理对 女性市场进行了细分，特别是考虑到公司产品的特殊性 （化妆品），因此以年龄这个因素作为市场细分的重点， 也由此而抓住了目标顾客的心。由此可见，资生堂的产品 是较为感性的
"It's a real delight to see my customers becom happy." saids one beauty counselor.
The best positioning for Shiseido as the company expands in Asia is high tech.