MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE

UNIVERSITY OF BRADFORD
DIPLOMA IN BUSINESS MANAGEMENT
COURSE DBMD2 1278B

PRINCIPLES OF MARKETING ASSIGNMENT

GROUP MEMBERS NO | NAME | FIN NO | 1. | LIM SOUMEY | G1093779K | 2. | LOR KIM HEANG | G1093457K | 3. | KHUN SREY NET | G1090968L | 4. | KEE YONG CHEN | G7664242M |

DATE: 13 JUNE 2012

Name of Lecturer: Suandi Andy

Table of Contents BACKGROUND 3 INTRODUCTION 3 MARKETING MIX 4 Product 5 Price 8 Promotion 8 Place 10 MARKET SEGMENTATION 11 Geographic segmentation: 12 Demographic segmentation: 12 Psychographic segmentation: 13 Behavioral segmentation: 13 FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR 13 Cultural factor: 14 Social factor: 14 Personal factor: 15 Psychological factor: 15 COMMUNICATION MIX 15 Advertising: 15 Personal selling: 16 Sales Promotion: 16 Public relation: 16 Direct marketing: 16 CONCLUSION 17 REFERENCES 18 DECLARATION 19

BACKGROUND

Estée Lauder is one of the leaders in the cosmetic business. It was established by a businesswoman call Estée Lauder who was born on the 1st of June 1906 and died on the 24th of April 2004 along with Joseph Lauder (Her husband). In 1967, she was one of the 10 marvelous women in business and financial editors in United States. And in the 20th century, she was the only woman who appeared in the TIME magazine on the list of the 20 most powerful business geniuses. Estée became interested in the cosmetic business since she assisted her uncle, Dr. John Schotz (a chemist) with his New Way Laboratories making creams, lotions, perfume and rouge. In 1935, the cosmetic company Estée Lauder was started. Estée herself was once operated a personal selling approach that verify as potent as the promise of her skin regimens and fragrances at Saks Fifth Avenue in 1948. Her first fragrance was