A Study of Investigating Estee Lauder’s Marketing Strategy

Abstract

This article will investigate Estee Lauder’s marketing strategy based on the “4P” theory, which includes products, price, place, and promotion. Estee Lauder is one of the biggest cosmetic companies in the world, in this article, the reasons for Estee Lauder’s success and the strategy they used to maintain success will be analyzed. Estee Lauder positioned itself as a luxury brand, it is dedicated to high product quality, premium pricing, and active promotion. The Estee Lauder Companies is also a big cooperation that operates globally to play in the markets of various countries and regions. They have also acquired other brands under Estee Lauder’s name to expand their market, which now includes luxury brands, middle class brands and cheap brands. Products from Estee Lauder’s sub brands not only include makeup and skincare, but also fragrances, candles, bags, and accessories. This article focuses on these aspects addressed above to investigate how Estee Lauder managed their companies and how they were able to leverage their brand to a high leven through these channels