The estée lauder is viewed as aspirational estée

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The Estée Lauder is viewed as aspirational. Estée Lauder has done market research finding that the demand for luxury cosmetics is growing rapidly in China, especially targeting new cities such as tier-two and three cities. Chinese consumers are price sensitive but they are willing to invest in products that are relatively expensive because they are confident about the future. In conclusion, Estée Lauder should focus on premium brands since Chinese are changing their behavior.
7-15. What is the best positioning strategy for Shiseido as the company expands in Asia? High touch? High tech? Both?
Case 7-1: Cosmetics Giants Segment the Global Cosmetics Market: The Assignment Overview: The world’s best-known cosmetics companies are setting their sights on a lucrative new market segment: the emerging middle classes in countries such as Brazil, Russia, India, and China. Market research is critical to understanding women’s preferences in different parts of the world. In China, for example, L’Oreal and its competitors have an opportunity to educate women about cosmetics, which were banned prior to 1982.

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