Executive Summary The purpose of this situation abbreviation is to identify sexual and outdoorsy factors that allow have an adjoin on Estee laudators integrated merchandise communications platform (IMC). A situation analysis is irrefutable to determine the position Estee Lauder is modernly occupying, in harm of finances, promotional strategies, product orbital cavity and brand image. A pure(a) analysis ordain attend to identify any opportunities and possible threats that the company may capture across and the effect that these opportunities and threats willing have on their sunrise(prenominal) IMC syllabus. Strengths and Weaknesses will to a spot be identified and taken into account as the stark naked IMC schedule is developed. As part of the internal analysis Estee Lauders past promotional blend in strategies will be assessed and evaluated. Strengths and weaknesses will as well be evaluated in scathe of brand image and the products and work they offer were also identified. Estee Lauders watercourse promotional strategy has a strong accent on advertising in sources of strike media within media germane(predicate) to its target grocery store such(prenominal) as fashion magazines including, Harpers genus Circus and In Style. Personal sell also plays a customary role in Estee Lauders current IMC strategy. The use of the Internet and envision marting has played a minimal role in Estee Lauders IMC program for Australia.
This was identified as a weakness notwithstanding also as a potential opportunity to embellish and use these promotional tools in their future IMC program. Other weaknesses were based just about poor and inappropriate promotional strategies for orbit their intended youth market and consumers in their twenties. Brand image, price, software program and product design were seen as being too aged for the targeted younger consumer. The new IMC program will be focussed on overcoming these weaknesses and on orbit the younger audience in the most effective way. Strengths such high levels of brand awareness, If you indirect request to get a strong essay, order it on our website: Ordercustompaper.com
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