Estèe Lauder

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Brand and Product Research
• Gathered and structured information on Estée Lauder’s product lines, pricing strategy and target consumer groups and made plans for operating the brand’s flagship stores
• Analyzed different collections in dimensions such as product naming, target groups, pricing and positioning, functions, competitive products and performance based on data from search engines, payment channels and consulting reports
• Explored Estée Lauder’s development path and past development patterns of its flagship stores and pop-up stores, factors examined including flagship store site selection, product and event positioning and target consumer group; wrote 2021 development report covering the definition of flagship stores, operating models, product category selection, consumer groups, and online/offline campaigns
Chinese and overseas cosmetics market research
• Examined overseas and Chinese cosmetics markets in terms of overall sizes, major players, success factors and future trends using analytical frameworks including STP, SWOT, PEST, 4Ps and 4Cs; compared advantages and disadvantages of Chinese and overseas beauty brands from perspectives of target market, market share, consumer groups, product positioning and future development, and drafted the research report
Luxury and fast-moving consumer goods (FMCG) industry research
• Integrated 4P and 4C models to summarize 5 key points and essential skills in marketing; designed and planned large-scale holiday marketing campaigns for FMCG companies
• Studied the founding background and development paths of three luxury conglomerates - LVMH, Richmond, and Kering - as well as similarities and differences between them while exploring their branding and positioning

Sianna Lan