Estee Lauder: The Sweet Smell of Succession
ELAINE ROSE D. CAPATI | SALES PROMOTION | CASE 4
1. Why is the article “Sweet Smell of Succession” a case for Sales Promotion?
Estee Lauder once said, "I didn 't get here by dreaming or thinking about it. I got here by doing it." She started with little more than a dream, having great goals, deep passion in her craft and of course innovative marketing as well. From then on, she became one of the wealthiest self-made woman in the States and not to mention a family dynasty that is still continuing up until today. This article not just focuses on the business’ success, but also how the family built it blending it with topnotch marketing promotions through which they were able to sell millions of products.
It tackles about strategies that boosts & enhances the products such as looking at axing low-performing brands and searching for cost savings in what is surprisingly low – margin business. Estee also managed to grow the business by taking her three – minute makeovers to big time stores so that more people would see it.
When they also created a new product which was Youth Dew (bath oil and a fragrance), instead of using the normal bottles, they opted to seal the bottles by using a stopper so that other people would also be able to smell it when it is removed.
I was surprised to know that they were also the ones who pioneered the Gift with purchase (similar to a buy 1 get 1 promo today), now a huge strategy by a lot of stores to attract more customers to buy.
In summary, the company is still very successful and they were able to reach the top because of their creativity in creating wonderful marketing strategies and sales promotions.
2. What lessons can we learn from the Estee Lauder case?
I found the case very interesting and fun to read as well.It is also a good thing that I was able to learn a lot from this article.
If you believe in yourself, you can do more than what you perceive and achieve more than what you thought you could get. Just like
1. Why is the article “Sweet Smell of Succession” a case for Sales Promotion?
Estee Lauder once said, "I didn 't get here by dreaming or thinking about it. I got here by doing it." She started with little more than a dream, having great goals, deep passion in her craft and of course innovative marketing as well. From then on, she became one of the wealthiest self-made woman in the States and not to mention a family dynasty that is still continuing up until today. This article not just focuses on the business’ success, but also how the family built it blending it with topnotch marketing promotions through which they were able to sell millions of products.
It tackles about strategies that boosts & enhances the products such as looking at axing low-performing brands and searching for cost savings in what is surprisingly low – margin business. Estee also managed to grow the business by taking her three – minute makeovers to big time stores so that more people would see it.
When they also created a new product which was Youth Dew (bath oil and a fragrance), instead of using the normal bottles, they opted to seal the bottles by using a stopper so that other people would also be able to smell it when it is removed.
I was surprised to know that they were also the ones who pioneered the Gift with purchase (similar to a buy 1 get 1 promo today), now a huge strategy by a lot of stores to attract more customers to buy.
In summary, the company is still very successful and they were able to reach the top because of their creativity in creating wonderful marketing strategies and sales promotions.
2. What lessons can we learn from the Estee Lauder case?
I found the case very interesting and fun to read as well.It is also a good thing that I was able to learn a lot from this article.
If you believe in yourself, you can do more than what you perceive and achieve more than what you thought you could get. Just like
References: 1. (2008). Growth Strategies. Estee Lauder The Sweet Smell of Success. Retrieved from http://www.entrepreneur.com/article/197658 2. Roth, D. (2005, September). Sweet Smell of Succession. Fortune Magazine. 76 – 87.