Estee Lauder Case Analysis
A.Positioning
1.
Estee Lauder founded her company with her husband Joseph Lauder in 1946. When the company first started it had only four products, not 66 years later Estee Lauder manufactures and markets skincare, fragrance, make up and hair care products in 150 countries worldwide. The company is still mainly controlled by the family members who hold 70% of the voting shares in Estee Lauder company. Aside from selling their products under their own name, Estee Lauder also owns other beauty industry companies. MAC cosmetics, Aveda, Bumble and Bumble, Clinique, Bobby Brown, LaMer, Aramis to name a few are all part of Estee Lauder. The company is also a licensee to global companies such as Donna Karan, Tommy Hilfiger, Michael Kors, Sean John and Coach, which sell frangrance and cometics products under these names. Estee Lauder and all of its companies retail in luxury department stores such as Bloomingdales and Harrods, other speciality stores, spas and salons. The company also sells their products through authorized websites and it’s own operated free- standing stores. Estee Lauder offers beauty, skin, hair care products and fragrances to both men and women. The companie’s skin care products accounted for 42% of their net revenue in fiscal year of 2011. Make up products accounted for 38% and fragrance products made up 14% of their net revenue in fiscal year of 2011.
2.
Estee Lauder’s mission statement: “ Bringing the Best to Everyone We Touch and Being the Best in Everything We Do” (www.elcompanies.com)
It appears that Estee Lauder has not changed the core concept of their mission and vision statement since it was established in 1946. The company does try to create a personal feeling through their mission statement. When Estee Lauder herself started the company she believed that the success to the business was to touch each face of a customer this way creating personal contact and providing the best skin care to the person. This seems as a
1.
Estee Lauder founded her company with her husband Joseph Lauder in 1946. When the company first started it had only four products, not 66 years later Estee Lauder manufactures and markets skincare, fragrance, make up and hair care products in 150 countries worldwide. The company is still mainly controlled by the family members who hold 70% of the voting shares in Estee Lauder company. Aside from selling their products under their own name, Estee Lauder also owns other beauty industry companies. MAC cosmetics, Aveda, Bumble and Bumble, Clinique, Bobby Brown, LaMer, Aramis to name a few are all part of Estee Lauder. The company is also a licensee to global companies such as Donna Karan, Tommy Hilfiger, Michael Kors, Sean John and Coach, which sell frangrance and cometics products under these names. Estee Lauder and all of its companies retail in luxury department stores such as Bloomingdales and Harrods, other speciality stores, spas and salons. The company also sells their products through authorized websites and it’s own operated free- standing stores. Estee Lauder offers beauty, skin, hair care products and fragrances to both men and women. The companie’s skin care products accounted for 42% of their net revenue in fiscal year of 2011. Make up products accounted for 38% and fragrance products made up 14% of their net revenue in fiscal year of 2011.
2.
Estee Lauder’s mission statement: “ Bringing the Best to Everyone We Touch and Being the Best in Everything We Do” (www.elcompanies.com)
It appears that Estee Lauder has not changed the core concept of their mission and vision statement since it was established in 1946. The company does try to create a personal feeling through their mission statement. When Estee Lauder herself started the company she believed that the success to the business was to touch each face of a customer this way creating personal contact and providing the best skin care to the person. This seems as a