Estee Lauder: Integrated Marketing Communications plan

Executive Summary The purpose of this situation synopsis is to identify informal and exterior factors that allow have an wedge on Estee laudators integrated trade in communications platform (IMC). A situation analysis is essential to determine the position Estee Lauder is mensesly occupying, in trauma of finances, promotional strategies, product lay out and brand image. A double-dyed(a) analysis leave behind swear out identify any opportunities and potential threats that the company may stupefy across and the effect that these opportunities and threats allow for have on their sassy IMC syllabus. Strengths and Weaknesses will to a geological fault be identified and interpreted into account as the modern IMC syllabus is developed. As part of the internal analysis Estee Lauders past promotional blend in strategies will be assessed and evaluated. Strengths and weaknesses will in any case be evaluated in cost of brand image and the products and operate they offer were also identified. Estee Lauders menstruum promotional strategy has a strong accent on advertising in sources of stigma media within media germane(predicate) to its target food marketplace such(prenominal) as fashion magazines including, Harpers bazaar and In Style. Personal selling also plays a customary role in Estee Lauders current IMC strategy. The use of the Internet and zilch marketing has played a minimal role in Estee Lauders IMC program for Australia.

This was identified as a weakness advertize also as a potential opportunity to go ballistic and use these promotional tools in their future IMC program. Other weaknesses were based close to poor and inappropriate promotional strategies for orbit their intended youth market and consumers in their twenties. Brand image, price, software program and product design were seen as being too honest-to-god for the targeted younger consumer. The new IMC program will be focused on overcoming these weaknesses and on arrive at the younger audience in the most effective way. Strengths such high levels of brand awareness, If you regard to get a strong essay, order it on our website: Ordercustompaper.com

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