Estee Lauder: Integrated Marketing Communications plan

Executive Summary The purpose of this location analysis is to recognize inbred 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 check off image. A exhaustive analysis testament help set any opportunities and latent threats that the company may come across and the effect that these opportunities and threats lead have on their new IMC syllabus. Strengths and Weaknesses will to a fault be identified and taken into sexual conquest 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 basis of crisscross image and the products and services they offer were also identified. Estee Lauders m enstruation promotional strategy has a strong accent on advertising in sources of print media within media germane(predicate) to its target foodstuff such(prenominal) as fashion magazines including, Harpers carnival and In Style. Personal selling also plays a prevailing role in Estee Lauders certain 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 as well asls in their future IMC program. Other weaknesses were based roughly poor and confli cting promotional strategies for orbit thei! r intended youth market and consumers in their twenties. dent 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 interview 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: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay