Thursday, September 12, 2019

Strategic Marketing Promotion Strategies Essay Example | Topics and Well Written Essays - 750 words

Strategic Marketing Promotion Strategies - Essay Example The product Life Cycle asserts that a product growth has a lifecycle roughly similar to a human's life and eventually it stagnates and dies out. It is due to this that marketers in all companies aim their marketing strategies to keep their products in the growth stage. Impact of Internet on promotional Mix: Over the years the use of Internet marketing has increased and has been successful in its various forms i.e. email marketing and sales through website and links. The impact of Internet activities on promotional mix is that it adds another tool to use along with the promotional mix. Internet marketing is a support function and supports the marketing program. Was Estee Lauder's promotional mix for advanced night repair concentrate appropriate given its stage in product life cycle and the characteristics of the product In what Product life Cycle stage would you classify Estee Lauders Night Repair Concentrate It can be seen from the case study, that Estee Lauders product Night Repair Concentrate has crossed maturity stage and is now in decline stage. This is because they will name the new website www.thelittlebrownbottle.com with the objective of reminding their customers of their history. It can be seen that the company is re-launching the product. I believe that the pro... The impact of Internet activities on promotional mix is that it adds another tool to use along with the promotional mix. Internet marketing is a support function and supports the marketing program. Was Estee Lauder's promotional mix for advanced night repair concentrate appropriate given its stage in product life cycle and the characteristics of the product In what Product life Cycle stage would you classify Estee Lauders Night Repair Concentrate It can be seen from the case study, that Estee Lauders product Night Repair Concentrate has crossed maturity stage and is now in decline stage. This is because they will name the new website www.thelittlebrownbottle.com with the objective of reminding their customers of their history. It can be seen that the company is re-launching the product. I believe that the promotional mix of Estee Lauder is highly appropriate because it keeps in mind the different brand qualities including age, gender and benefits. The use of the website is re-enforcing the same message. They have adequately realized that the Internet savvy young woman, which is their target market, are eventually entering early thirties and require the product. The one disadvantage Internet as a marketing medium has is that it has the lowest level of interaction with the customer. However, using an interactive website with a blogging facility will eventually give the customer a sense of closeness of the product. The promotional tools that Estee Lauder are: Ads on Fashion and beauty websites Beauty and lifestyle blogs Advertising on News sites Sponsor a site on MSN "Night SPA" A TV campaign and a national mall tour Product sampling and demonstrations Generating word of mouth by posting testimonials BTL -mobile night

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