1. LA MER By Group 5 Class 1 1

2. Contents
Target market
Product
Price
Place
Promotion 2

3. La Mer joined the Estée Lauder Companies' family of brands in 1995
La Mer joined the Estée Lauder Companies' family of brands in Sold in more than 50 countries and territories, La Mer represents supreme luxury and transformative, high-performance skincare.
History
Crème de la Mer, one of the most innovative and sought-after moisturizers, was conceived by Dr. Max Huber, an aerospace physicist, after he suffered a laboratory accident that severely burned his face. Formulated with sea kelp and a pioneering bio-fermentation process, the Crème miraculously transformed the appearance of Dr. Huber's skin. Since then, it has evolved into what can only be described as a legend.
Today La Mer offers a complete range of facial skin care and body products—all harnessing the remarkable benefits of the sea.

4. Target market 4

5. Target market women between 20 to 50 with high salary. Reasons:
1、Women enjoy cosmetics much more than men as they pursue beauty and youth.
2、The gap in job field between men and women narrowed, and as a result, the number of white-collar female with high salary is rising these years. High-income customers appeal to high quality products and think less about the price.
3、women between 20 and 30 pay more attention to their appearance and have a high self-esteem. Most women between 31 and 50 have attained success in their career and they are eager to keep young and eager to buy products which can meet their needs or show off their social status, even the cost is higher than its real value.

6. Product 6

7. Product: well designing & high quality
La Mer has variioys functions, from all kinds of skin caring to body products, which makes it possible to meet various demands from customers. Apart from that, La Mer is one of the world's top skin care products, whose qualities are thought highly of by its loyal customers, and thus, the enterprise also has maintained a good brand image.

8. Product: well designing & high quality
1、The Creme
The Moisturizing Soft Crème
The Moisturizing Gel Cream
The Moisturizing Lotion
The Oil Absorbing Lotion
2、The Cleansers
The Cleansing Oil
The Cleansing Lotion
The Cleansing Gel
The Cleansing Foam
3、Facial care
Eye Concentrate Treatment
The Radiant Serum
The Lifting Intensifier
The Hydrating Infusion
The Refining Facial

9. Product: well designing & high quality
4、Whitening series
The Cleansing Foam
The Whitening Lotion
Blanc De La Mer Infusion
Whitening Essence Intense
The SPF30 PA++
5、Body Care
The Reparative Body Lotion
BCA Hand Treatment
The Body Refiner
The Body Crème
The Hand Treatment
6、Foundation make-up series
The Treatment Powder Foundation SPF15
The Treatment Fluid Foundation SPF 15
The Powder
The Powder Brush
The Foundation Brush

10. Price 10

11. Price: high price
During the process of inventions and product, La Mer adopt new technology constantly. The enterprise invests heavily in order to produce the best quality products, and thus, the price is really high. For example, a bottle within 15ml Eye Concentrate Treatment can be sold for ￥2000.

12. Place 12

13. Place: through websites and stores
As we all know, La Mer belong to the enterprise, Estee Lauder. Based on the fact that the enterprise expand its market home and abroad, it sells products mainly through the limited sales channels, which aims to obtain consistent results in accord with the product image. These channels include department stores, boutiques, upscale shops, pharmacies and professional hairdressing salon, and proprietary stores and spas, boats, airplanes and airports and duty free shops, online stores in cities.

14. Promotion 14

15. Promotion: advertising
La Mer’s development in China owns to advertisement. The advertising are mainly published on fashion magazines at the beginning ,for the reason that magazines can better reflect the image of a product which may attracts customers’ attention.
Then it began to advertise by TV. With sound, image and color, many female customers are tempted by its beauty. It became a sufficient way to improve its popularity, increase public’s good will and promote sales.
La Mer’s prefer to appoint the model as a spokesperson in advertising making a good use of star effect.

16. Thanks