SITUATION ANALYSIS<br />Company Profile<br />Clinique Laboratories, LLC. is one of the world’s leading manufacturers and marketers of prestige skin care, makeup and fragrance products. It is an offshoot of the Estee Lauder Company. The history of Clinique was began in 1968, when a magazine editor Carol Philips consulted with Park Avenue dermatologist Dr. Norman Orentreich for an article titled “Can Great Skin Be Created?”. The doctor shared the products and procedures that he used in his own office. The article caught the attention of Estee Lauder and Dr. Orentreich was brought onboard to help create the first dermatologist developed skincare line.<br />In the middle 1970s, Clinique began selling a line of fragrance-free hair care products. This line includes shampoos (including an anti dandruff formula), conditioners, and fixatives. Then in 2001, Clinique reformulated and repackaged the entire hair care line. By 2006, the hair care products began to disappear from stores, and in 2007 Clinique confirmed in was discontinuing the hair products altogether. <br />Clinique was developed to capture the type of customer who is asking for a helpful program, more than a simple fragrance and cosmetics. Because of that, all Clinique products are allergy tested and 100% fragrance free. About the allergy tested, Clinique does not test on animals. Clinique test its products for allergic reactions by applying it to 600 people 12 times, with a standard of zero reactions. This guideline was developed and controlled strictly by Clinique.<br />Clinique products have been designed to all customers regardless of skin type. Clinique, with its unique line of skin care of products, seeks to customize its approach to skin care, to the specific individual. Chemists and dermatologists at Clinique formulated a skin care system, which is based on a 3-Step System of cleansing, toning and moisturizing the skin. The basic assumption behind the Clinique method is the maintenance of hygiene and cleanliness as the foundation of caring for all skin conditions. As a Clinique customer you will be treated as an individual. After scientifically determining your skin type (which can be accomplished either at a department store cosmetics counter or by careful consumer questioning via survey), you will be presented with a customized program for treatment of your specific challenge. The method takes into account numerous skin types, eye colors, facial and lip types, and other attributes. <br />SITUATION ANALYSIS<br />SWOT<br />Here are the SWOT (Strengths, Weaknesses, Opportunities, and Threats) of Clinique’s company.<br /><ul><li>The strength of Clinique’s company is all its products are allergy tested and 100% fragrance free. They are also technically tested by experts and leading dermatologist. There is no animal testing to Clinique products. Clinique is a pioneer of dermatological cosmetics.
In other side, the weakness of this company is they must spend high cost for its product research. It is done to achieve high quality of products and fulfill the customer need for safety cosmetics.
Clinique is a brand that has credibility. People have already trusted Clinique as their valuable cosmetics and sold in more than 135 countries and territories. It is the outside opportunity of Clinique’s company that makes its products still exists in the market.
Otherwise, there are some outside threats. There are so many competitors, such as Kanebo and Lancome. Beside that, there is lots of counterfeiting activity to make the imitation products. Unfortunately, these illegal counterfeited products are widely marketed in such many places.</li></ul>SITUATION ANALYSIS<br />Product Characteristic<br />As a credible cosmetics company, we can say that Clinique is absolutely success in providing skin care products and make up with amazing qualities and great for every people regardless their skin types. Recently, Clinique offers a Mineral Translucent Spray Blusher that gives you a fabulous coverage and can be applied easily to your cheeks for a healthy, radiant and long lasting rosy glow. Unlike many other mineral make ups in the market, Clinique Mineral Translucent Spray Blusher is made by 100% pure crushed minerals, such as gold, magnesium, aluminum, zinc dioxides, titanium dioxides and iron oxides; and contains no irritants, such as lanolin, parabens, methylparaben, propylparaben, bismuth oxychloride, salycilates, alcohol, talc or any kind of preservatives. This brand new product is also completely free of fragrance, allergy tested and never tested on animals.<br />Clinique Mineral Translucent Spray Blusher is a light, natural and non shiny blusher that is originally designed for people with any skin types (including people with highly sensitive skin). The texture is extraordinarily soft, so it allows your skin to breathe and will not clog the pores. It is naturally hypoallergenic, non-comedogenic, non-acnegenic, anti-bacteria and excellent for covering any kind of imperfection without irritating your skin. This product is water resistant and gives you feather light feel. So, this blusher will be able to perform well while you are working out, on the move or even when you are swimming. Beside that, a light reflection pure minerals are perfectly able to minimize the appearance of fine lines which means this incredible spray blusher can give you younger looking skin without heavy cakey look that you get from traditional make up.<br />Clinique Mineral Translucent Spray Blusher is an easy to apply blush on that uses pure color pigment. The color pigment is formulated from pure rocks of the earth. Clinique always wants to serve its customers individually. Because of that, Clinique provides a complete range of natural shades to specifically compliment any skin tone. The available colors are Pink Blossom, Sweet Orange, Sugar Plum, Natural Copper and Deep Chocolate. For professional make up look, spray Clinique Mineral Translucent Spray Blusher lightly on the cheekbones to give you a wonderful radiant look and accentuate the shape of your face.<br />SITUATION ANALYSIS<br />PR Consultant<br />INSIDE is the largest global independent public relations consultancy in Indonesia with 118 fulltime employees. We are known for our ability in building image for the world’s leading companies and brands. As a professional PR consultant, we provide a complete range of public relations service, such as crisis communications counseling; preparation and implementation; writing and editing materials including press releases; and also a special event planning including press conferences, grand openings and product launching. We always believe that a good communication needs an effective media channel. Because of that, Inside has built a good relation with the media in order to maximize media coverage for our client.<br />Inside Public Relations Consultant was first set up in November 2002 in Jakarta. This PR Consultant company is named “INSIDE” committed to our main purpose to care for the deepest part of customer needs & to dedicate our thorough service so customer satisfaction is able to be built up comprehensively. This name can also be our guide to keep our best and kind service to customers at all times. This Inside Public Relations Consultant has got a motto itself: “Your satisfaction is our proud”, that states we always keep on trying to provide our courteous and honorable service to satisfy our customers in any time, because customer satisfaction is our main concentration in process of executing our daily activities as a Public Relations Consultant indeed.<br />Inside Public Relations Consultant has already formulated its vision, mission, and value. The vision is “customer satisfaction”. The mission consists of two points: by always listening to customer needs and wants, and by always serving customers with our heart and kindness. And the last, the value consists of some significant points, i.e. honesty, loyalty, hard-working, self-confidence, and politeness. Based on those described vision, mission, and value, our firm is always looking after all ongoing activities to make sure all are done satisfactorily according to our vision, mission, and value in achieving such a bright future of Inside PR Consultant. So, with the three vision, mission, and value as our guide, we are then able to provide a trusted control which allocated to all operational activities every time to make sure they are executed well.<br />Inside Public Relations Consultant also has some valuable experiences. Here are our experiences in event organizing:<br />Working with Unilever beauty brand “Dove” in “Real Beauty” campaign,<br />Helping Coca Cola Company in launching Coca Cola Zero to Indonesian media,<br />Creating Public Relations Program for Sunsilk repositioning,<br />Helping Kanebo in launching its new product named “Testimo”, and<br />Handling crisis management and crisis communication for HIT.<br />Inside Public Relations Consultant is expected to be the number one of PR Consultants, because of that we are always trying to develop and increase our service and definitely, its quality.<br />OBJECTIVE<br />To create awareness of Clinique Mineral Translucent Spray Blusher in consumers, community and opinion leaders by 25% by the end of March 2009.<br />PUBLIC<br />Public who will be invited to the product launching event are segmented into:<br />Demographic<br />Sex: female<br />Age: 22-35 years<br />Social grade: A-B<br />Education: college or university<br />Occupation: business woman and housewife<br />Marital status: single or married<br />Geodemographic<br />Business women or housewives who live in Jakarta.<br />Family lifecycle: newlyweds, bachelor, married<br />Lifestyle: active, love shopping, trendsetter, fashionable and stylish, concern with skincare and skin health.<br />MEDIA<br />In promoting Clinique Mineral Translucent Spray Blusher, we use newspaper and magazine. Newspaper and magazine are considered as the most effective medias in promoting this product.<br />Newspaper (Kompas)<br />Sex: male and female<br />Age: 25-35 years<br />Marital Status: single and married<br />Occupation: business man and business womanSocial Grade: A-B<br />Address:<br />Jl. Palmerah Selatan 26-28<br />Jakarta 10270<br />Tel: 021- 534 7710, 534 7720, 534 7730<br />Fax: 021- 530 2200<br />Contact Person: Lukas Widjaja<br />Website: www.kompas.com<br />Magazines (Cosmopolitan)<br />Readers<br />Cosmopolitan readers are the vibrant young women of today, with a lot of dreams, ambitions, and aspirations.<br />Sex: female<br />Age: 18-34 years<br />Marital Status: single and married<br />Occupation: Working & non workingSocial Grade: A B to broad C+<br />Address:<br />PT. Higina Alhadin (Cosmopolitan)<br />Wisma Chita Kirana<br />Jl. Lombok No 73<br />Menteng, Jakarta PusatTel: 021-3152683Fax: 021-3910892Contact Person: Indira WirjantoLine of Business: Majalah<br />Website : www.cosmopolitan.co.id <br />Radio (90.4 Cosmopolitan FM)<br />Listeners’ Psychographic<br />The listeners of 90.4 Cosmopolitan FM are women who have cosmopolitan life style, modern personalities which are: open-minded, expressive, always be responsible, women with loads of dreams, inspirations and ambitions. They seek the excitement, happiness, and inspiration that will enhance her lifestyle and the relationships she enjoys.<br />Sex: female<br />Age: 28-38 years<br />Marital Status: single and married<br />Occupation: working and non-workingSocial Grade: A-B<br />Address:<br />Sarinah Building, 8th Floor<br />JL. MH Thamrin Kav 11 <br />Jakarta 10350<br />Tel: 021-3146546Fax: 021-3146558Contact Person: Andri R. Martasoebrata dan Rahmat SupriatnoLine of Business: Radio<br />Website: www.cosmopolitanfm.com <br />Television (O’Channel)<br />Audiences’ Psychographic<br />Open-minded, sociable, pleasure-seeking, self-confident, decision maker, young at heart, high profile, dynamic, full of energy, talented, dreamer, pragmatic, experimenter, expressive, trend-setter.<br />Sex: male and female<br />Age: 21-49 years<br />Marital Status: single and married<br />Occupation: students, also working and non-workingSocial Grade: A-B<br />Address:<br />SCTV Tower<br />Senayan City, 17th floor<br />Jl. Asia Afrika lot 19<br />Jakarta 10270<br />Indonesia <br />Tel: 021-727 82200 (hunting)Fax: 021-727 82201 (hunting), 021-727 82244 (direct marketing), and 021-727 82144 (direct production)Contact Person: Bpk. Rahmat dan Bpk. PrabaLine of Business: Television<br />Website: www.ochanneltv.com <br />BUDGET<br />Here is detail of the budget of product launching event:<br /><ul><li>Venue
For 600 guests: Rp.30.000.000</li></ul>TOTAL: Rp.420.750.000<br />Unexpected cost: Rp.42.075.000<br />GRAND TOTAL: Rp.462.825.000<br />PROGRAM INFORMATION<br />We will be held an event in order to launch this brand new product, Clinique Mineral Translucent Spray Blusher. Here is the detail information about the event: <br />Title : Mineralique<br />Place: Balai Samudra<br /> Jl. Boulevard Barat no. 1 Kelapa Gading<br /> Jakarta Utara<br />Date: Saturday, 2 August 2008<br />Time: 17.30 till drop<br />This product launching event is held to create awareness about the brand new product of Clinique and also to attract people’s attention for this new kind of blusher in Indonesia. This event will give some explanation to the public in reference to benefits of Clinique Mineral Translucent Spray Blusher.<br />PROGRAM RUNDOWN<br />Time<br />17.30-19.00<br />18.00-20.00<br />20.00-20.10<br />20.10-20.25<br />20.25-20.40<br />20.40-21.10<br />21.10-21.30<br />21.30-22.10<br />22.10-22.20<br />22.20-22.30<br />Event<br />Registration<br />Sitting Buffet Dinner<br />Opening by MC<br />Foreword from the Managing Director<br />of Clinique<br />Foreword from the Product Director of<br />Clinique<br />Product explanation<br />Product demonstration<br />Product touching<br />Door prize<br />Closing<br />PRESS RELEASE<br />NEWS FROM CLINIQUE<br />PRESS RELEASE<br />CLINIQUE WILL LAUNCH “MINERAL TRANSLUCENT SPRAY BLUSHER”<br />Clinique Mineral Translucent Spray Blusher Available in 5 colors<br />Clinique Laboratories, LLC., a famous hypoallergenic cosmetics manufacturer, will launch its brand new product named “CLINIQUE MINERAL TRANSLUCENT SPRAY BLUSHER”, a new kind of blusher. In order to promote this new product, Clinique will hold a product launching event at Balai Samudra, Jakarta, to create people awareness about this brand new product. The event that will be held on 2 August 2008 is expected to attract a lot of people especially business woman and active housewives.<br />Christian Martin, the President Director of Clinique said “We are so proud to launch this new product as the first concise blusher in the market”. He also adds “I expect this new kind of blusher will be able to fulfill market need, especially for active woman who loves simplicity”.<br />Clinique Mineral Translucent Spray Blusher is a luminous free of fragrance blush on that gives radiant look with its glowing rosy blush. This brand new product is made by 100% pure crushed minerals, such as gold, magnesium, aluminum, zinc dioxides, titanium dioxides and iron oxide. It contains no irritants, such as lanolin, parabens, methylparaben, propylparaben, bismuth oxychloride, salycilates, alcohol talc or any kind of preservatives. This product also water resistant and excellent for covering any kind of imperfection. Clinique Mineral Translucent Spray blusher is available in 5 colors, so it will fit with any types of skin tone. The available colors are pink blossom, sweet orange, sugar plum, natural copper, and deep chocolate. Clinique Mineral Translucent Spray Blusher is made for active people who need instant make up for simplicity. It uses sprayer in order to make consumer make up activity is easier.<br />Clinique is one of world’s leading manufacturers and marketers of prestige skin care, make up and fragrance products. It is an offshoot of the Estee Lauder company and was first launched in 1968. This company’s activities are manufacturing, packaging and distributing compact powder, lipstick, blush on, foundation, and also skin care product that are all allergy tested and 100% fragrance free. Clinique is a mega brand and a market leader across the country.<br />ENDS<br />Thomas B, Press Officer<br />Clinique Laboratories, LLC.<br />01749 376 564<br />For further information on Clinique products, please contact:<br />William<br />Customer Service ManagerTel: (021) 588 7345<br />Intiland TowerFax: (021) 588 7346<br />Jl. Jendral Sudirman kav.25<br />JakartaDate: 17 June 2008<br />12440Ref: Clinique 019/ TB<br />Indonesia<br />PRESS KIT<br />There will be 100 packets of press kit that will be provided to the press people who will come to the product launching event. The press kit will be including:<br /><ul><li>Pen
Clinique’s Magazines, which are content the company profile of Clinique, annual report, products knowledge, branches of Clinique store in Indonesia, and contact detail.</li></ul>GOODY BAG<br />We will also provide 600 packets of goody bag for 600 guests. The goody bag will be including:<br /><ul><li>Pen