Pr (Clinique Proposal)

SITUATION ANALYSIS Company Profile Clinique Laboratories, LLC. is one of the world’s leading manufacturers and marketers of prestige skin care, makeup and fragrance products. It is an offshoot of the Estee Lauder Company. The history of Clinique was began in 1968, when a magazine editor Carol Philips consulted with Park Avenue dermatologist Dr. Norman Orentreich for an article titled “Can Great Skin Be Created?”. The doctor shared the products and procedures that he used in his own office. The article caught the attention of Estee Lauder and Dr. Orentreich was brought onboard to help create the first dermatologist developed skincare line. In the middle 1970s, Clinique began selling a line of fragrance-free hair care products. This line includes shampoos (including an anti dandruff formula), conditioners, and fixatives. Then in 2001, Clinique reformulated and repackaged the entire hair care line. By 2006, the hair care products began to disappear from stores, and in 2007 Clinique confirmed in was discontinuing the hair products altogether. Clinique was developed to capture the type of customer who is asking for a helpful program, more than a simple fragrance and cosmetics. Because of that, all Clinique products are allergy tested and 100% fragrance free. About the allergy tested, Clinique does not test on animals. Clinique test its products for allergic reactions by applying it to 600 people 12 times, with a standard of zero reactions. This guideline was developed and controlled strictly by Clinique. Clinique products have been designed to all customers regardless of skin type. Clinique, with its unique line of skin care of products, seeks to customize its approach to skin care, to the specific individual. Chemists and dermatologists at Clinique formulated a skin care system, which is based on a 3-Step System of cleansing, toning and moisturizing the skin. The basic assumption behind the Clinique method is the maintenance of hygiene and cleanliness as the foundation of caring for all skin conditions. As a Clinique customer you will be treated as an individual. After scientifically determining your skin type (which can be accomplished either at a department store cosmetics counter or by careful consumer questioning via survey), you will be presented with a customized program for treatment of your specific challenge. The method takes into account numerous skin types, eye colors, facial and lip types, and other attributes. SITUATION ANALYSIS SWOT Here are the SWOT (Strengths, Weaknesses, Opportunities, and Threats) of Clinique’s company. ,[object Object]

In other side, the weakness of this company is they must spend high cost for its product research. It is done to achieve high quality of products and fulfill the customer need for safety cosmetics.

Clinique is a brand that has credibility. People have already trusted Clinique as their valuable cosmetics and sold in more than 135 countries and territories. It is the outside opportunity of Clinique’s company that makes its products still exists in the market.

Otherwise, there are some outside threats. There are so many competitors, such as Kanebo and Lancome. Beside that, there is lots of counterfeiting activity to make the imitation products. Unfortunately, these illegal counterfeited products are widely marketed in such many places.SITUATION ANALYSIS Product Characteristic As a credible cosmetics company, we can say that Clinique is absolutely success in providing skin care products and make up with amazing qualities and great for every people regardless their skin types. Recently, Clinique offers a Mineral Translucent Spray Blusher that gives you a fabulous coverage and can be applied easily to your cheeks for a healthy, radiant and long lasting rosy glow. Unlike many other mineral make ups in the market, Clinique Mineral Translucent Spray Blusher is made by 100% pure crushed minerals, such as gold, magnesium, aluminum, zinc dioxides, titanium dioxides and iron oxides; and contains no irritants, such as lanolin, parabens, methylparaben, propylparaben, bismuth oxychloride, salycilates, alcohol, talc or any kind of preservatives. This brand new product is also completely free of fragrance, allergy tested and never tested on animals. Clinique Mineral Translucent Spray Blusher is a light, natural and non shiny blusher that is originally designed for people with any skin types (including people with highly sensitive skin). The texture is extraordinarily soft, so it allows your skin to breathe and will not clog the pores. It is naturally hypoallergenic, non-comedogenic, non-acnegenic, anti-bacteria and excellent for covering any kind of imperfection without irritating your skin. This product is water resistant and gives you feather light feel. So, this blusher will be able to perform well while you are working out, on the move or even when you are swimming. Beside that, a light reflection pure minerals are perfectly able to minimize the appearance of fine lines which means this incredible spray blusher can give you younger looking skin without heavy cakey look that you get from traditional make up. Clinique Mineral Translucent Spray Blusher is an easy to apply blush on that uses pure color pigment. The color pigment is formulated from pure rocks of the earth. Clinique always wants to serve its customers individually. Because of that, Clinique provides a complete range of natural shades to specifically compliment any skin tone. The available colors are Pink Blossom, Sweet Orange, Sugar Plum, Natural Copper and Deep Chocolate. For professional make up look, spray Clinique Mineral Translucent Spray Blusher lightly on the cheekbones to give you a wonderful radiant look and accentuate the shape of your face. SITUATION ANALYSIS PR Consultant INSIDE is the largest global independent public relations consultancy in Indonesia with 118 fulltime employees. We are known for our ability in building image for the world’s leading companies and brands. As a professional PR consultant, we provide a complete range of public relations service, such as crisis communications counseling; preparation and implementation; writing and editing materials including press releases; and also a special event planning including press conferences, grand openings and product launching. We always believe that a good communication needs an effective media channel. Because of that, Inside has built a good relation with the media in order to maximize media coverage for our client. Inside Public Relations Consultant was first set up in November 2002 in Jakarta. This PR Consultant company is named “INSIDE” committed to our main purpose to care for the deepest part of customer needs & to dedicate our thorough service so customer satisfaction is able to be built up comprehensively. This name can also be our guide to keep our best and kind service to customers at all times. This Inside Public Relations Consultant has got a motto itself: “Your satisfaction is our proud”, that states we always keep on trying to provide our courteous and honorable service to satisfy our customers in any time, because customer satisfaction is our main concentration in process of executing our daily activities as a Public Relations Consultant indeed. Inside Public Relations Consultant has already formulated its vision, mission, and value. The vision is “customer satisfaction”. The mission consists of two points: by always listening to customer needs and wants, and by always serving customers with our heart and kindness. And the last, the value consists of some significant points, i.e. honesty, loyalty, hard-working, self-confidence, and politeness. Based on those described vision, mission, and value, our firm is always looking after all ongoing activities to make sure all are done satisfactorily according to our vision, mission, and value in achieving such a bright future of Inside PR Consultant. So, with the three vision, mission, and value as our guide, we are then able to provide a trusted control which allocated to all operational activities every time to make sure they are executed well. Inside Public Relations Consultant also has some valuable experiences. Here are our experiences in event organizing: Working with Unilever beauty brand “Dove” in “Real Beauty” campaign, Helping Coca Cola Company in launching Coca Cola Zero to Indonesian media, Creating Public Relations Program for Sunsilk repositioning, Helping Kanebo in launching its new product named “Testimo”, and Handling crisis management and crisis communication for HIT. Inside Public Relations Consultant is expected to be the number one of PR Consultants, because of that we are always trying to develop and increase our service and definitely, its quality. OBJECTIVE To create awareness of Clinique Mineral Translucent Spray Blusher in consumers, community and opinion leaders by 25% by the end of March 2009. PUBLIC Public who will be invited to the product launching event are segmented into: Demographic Sex: female Age: 22-35 years Social grade: A-B Education: college or university Occupation: business woman and housewife Marital status: single or married Geodemographic Business women or housewives who live in Jakarta. Family lifecycle: newlyweds, bachelor, married Lifestyle: active, love shopping, trendsetter, fashionable and stylish, concern with skincare and skin health. MEDIA In promoting Clinique Mineral Translucent Spray Blusher, we use newspaper and magazine. Newspaper and magazine are considered as the most effective medias in promoting this product. Newspaper (Kompas) Sex: male and female Age: 25-35 years Marital Status: single and married Occupation: business man and business womanSocial Grade: A-B Address: Jl. Palmerah Selatan 26-28 Jakarta 10270 Tel: 021- 534 7710, 534 7720, 534 7730 Fax: 021- 530 2200 Contact Person: Lukas Widjaja Website: www.kompas.com Magazines (Cosmopolitan) Readers Cosmopolitan readers are the vibrant young women of today, with a lot of dreams, ambitions, and aspirations. Sex: female Age: 18-34 years Marital Status: single and married Occupation: Working & non workingSocial Grade: A B to broad C+ Address: PT. Higina Alhadin (Cosmopolitan) Wisma Chita Kirana Jl. Lombok No 73 Menteng, Jakarta PusatTel: 021-3152683Fax: 021-3910892Contact Person: Indira WirjantoLine of Business: Majalah Website : www.cosmopolitan.co.id Radio (90.4 Cosmopolitan FM) Listeners’ Psychographic The listeners of 90.4 Cosmopolitan FM are women who have cosmopolitan life style, modern personalities which are: open-minded, expressive, always be responsible, women with loads of dreams, inspirations and ambitions. They seek the excitement, happiness, and inspiration that will enhance her lifestyle and the relationships she enjoys. Sex: female Age: 28-38 years Marital Status: single and married Occupation: working and non-workingSocial Grade: A-B Address: Sarinah Building, 8th Floor JL. MH Thamrin Kav 11 Jakarta 10350 Tel: 021-3146546Fax: 021-3146558Contact Person: Andri R. Martasoebrata dan Rahmat SupriatnoLine of Business: Radio Website: www.cosmopolitanfm.com Television (O’Channel) Audiences’ Psychographic Open-minded, sociable, pleasure-seeking, self-confident, decision maker, young at heart, high profile, dynamic, full of energy, talented, dreamer, pragmatic, experimenter, expressive, trend-setter. Sex: male and female Age: 21-49 years Marital Status: single and married Occupation: students, also working and non-workingSocial Grade: A-B Address: SCTV Tower Senayan City, 17th floor Jl. Asia Afrika lot 19 Jakarta 10270 Indonesia Tel: 021-727 82200 (hunting)Fax: 021-727 82201 (hunting), 021-727 82244 (direct marketing), and 021-727 82144 (direct production)Contact Person: Bpk. Rahmat dan Bpk. PrabaLine of Business: Television Website: www.ochanneltv.com BUDGET Here is detail of the budget of product launching event: ,[object Object]

Jl. Boulevard Barat no. 1 Kelapa Gading – Jakarta Utara

Tel: (021) 4585 1721, (021) 4585 1724, (021) 4585 1725

Fax: (021) 4585 1722, E-mail: mrktg@balaisamudra.com

Rates: Rp.24.750.000 (weekend, for 4 hours)

Electrical using for 10.000 watt

Free parking for committee (50 cars)

Parking area for 1000 cars with car call facility

Set up rates for sitting: Rp.250.000/ table (1 rounded table, 10 seat, tablecloth, skirting, cover chair, and centerpiece)

Pr (Clinique Proposal)

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