Estee Lauder: Integrated Marketing Communications plan

Executive Summary The purpose of this topographic point analysis is to light upon intimate and out-of-door factors that allow have an impact on Estee Lauders integrated merchandise communications platform (IMC). A situation analysis is undeniable to determine the position Estee Lauder is shortly occupying, in scathe of finances, promotional strategies, product range and distinguish image. A exhaustive analysis result help recognize any opportunities and latent threats that the company may come crossways and the effect that these opportunities and threats provide have on their new IMC syllabus. Strengths and Weaknesses will to a fault be identified and taken into vizor as the new IMC program is developed. As part of the internal analysis Estee Lauders past promotional blend in strategies will be assessed and evaluated. Strengths and weaknesses will also be evaluated in toll of shop image and the products and services they offer were also identified. Estee Laud ers reliable promotional strategy has a strong accent on advertising in sources of print media within media germane(predicate) to its target food market such(prenominal) as fashion magazines including, Harpers carnival and In Style. Personal exchange also plays a prevailing role in Estee Lauders circulating(prenominal) IMC strategy. The use of the Internet and cipher marketing has played a minimal role in Estee Lauders IMC program for Australia.

This was identified as a weakness further also as a potential opportunity to inflate and use these promotional alsols in their future IMC program. Other weaknesses were based roughly poor and distant promotional strategies for orbit their intended youth market and consumers in! their twenties. grunge image, price, package and product design were seen as being too old for the targeted younger consumer. The new IMC program will be focused on overcoming these weaknesses and on reaching the younger audience in the most effective way. Strengths such high levels of brand awareness, If you want to get a safe essay, order it on our website: OrderEssay.net

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