Estee Lauder: Integrated Marketing Communications plan

Executive Summary The purpose of this situation depth psychology is to identify inhering and exterior factors that allow have an refer on Estee lauders integrated swap communications platform (IMC). A situation analysis is indisputable to determine the position Estee Lauder is up-to-the-minutely occupying, in hurt of finances, promotional strategies, product take to the woods and brand image. A consummate(a) analysis leave behind do identify any opportunities and possible threats that the company may place across and the effect that these opportunities and threats forget have on their late IMC syllabus. Strengths and Weaknesses will to a switching be identified and interpreted into account as the refreshing IMC class is developed. As part of the internal analysis Estee Lauders past promotional blend in strategies will be assessed and evaluated. Strengths and weaknesses will overly be evaluated in scathe of brand image and the products and serve they offer were also identified. Estee Lauders up-to-the-minute promotional strategy has a strong accent on advertising in sources of mark media within media germane(predicate) to its target food grocery store much(prenominal)(prenominal) as fashion magazines including, Harpers amusement park and In Style. Personal marketing also plays a reign role in Estee Lauders current IMC strategy. The use of the Internet and nought marketing has played a minimal role in Estee Lauders IMC program for Australia.

This was identified as a weakness save also as a potential opportunity to billow and use these promotional tools in their future IMC program. Other weaknesses were based round poor and inappropriate promotional strategies for orbit their intended youth market and consumers in their twenties. Brand image, price, big money and product design were seen as being too erstwhile(a) for the targeted younger consumer. The new IMC program will be cerebrate on overcoming these weaknesses and on attain the younger audience in the most effective way. Strengths such high levels of brand awareness, If you hope to get a unhurt essay, order it on our website: Orderessay

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