Summary
Clinique is making a big proposal to chase after the least
commonly discussed growing market of treatments of acne by giving a new name,
new packaging and new advertising to these decrepit products. Acne is an
accumulating concern for many age spectrums, commonly in women from
ages 20-40. In Clinique research of customer concerns, acne ranked behind fine
lines and wrinkles, and under-eye areas. Higher levels of stress, pollution,
and environmental factors are causing the acne. Clinique's Spot Healing Gel,
first released in 1992, has been a strong-selling acne-fighting product
consistent without marketing or advertising support. The first part to this
proposal is the re-branding, which the company desires will double the
product's sales: a name change, calling it "Clinical Clearing Gel"
rather than "Spot Healing Gel." The vast change is the word
“clinical” since Clinique tested its treatment for years to meet its own
criteria for adding that claim. The word "Spot" was discarded from
the name after finding out some customers weren't applying the gel as directed
to target blemishes. The dispenser tip, which was once cone-shaped, now has a
flat top to let more gel come out. Clinical Clearing Gel comes in two sizes,
the original half-ounce size and the newly created one-ounce size.
Opinion
I believe that this article states that Clinique is making a huge
change by giving a new name, new packaging, and new advertising to its
well-known products. Acne is an immense problem for many people and generally
women targeting the age 20-40. I agree that due to high levels
of stress, pollution, and environmental factors women experience this problem.
Clinique’s Spot Healing Gel has been remarkably known for its miracles and has
been strong-selling without advertising or marketing means. Jamie states that
re-branding will be the first step to this idea, which will consist of a name
change. Then the look of the dispenser tip will be changed so
more consistency of the product will be dispensed. I think that
is a very enthusiastic idea to come up and makes a lot of logical sense. I find
it much better for them to come up with the one-ounce size rather than the
half-ounce. The reason being, everyone expects more quantity of the product
since they are paying a great amount. Also, because since spots occur in
various places there will be a need for a reasonable amount of product to be
contained in the bottle.
Questions
1) Do you find this new method of advertising beneficial?
2) Do you think Clinique will be
successful with this new idea?
3) Will there be change in the amount of consumers with the new look and
name change of the product?
References
Elizabeth Holmes, (April 28, 2014). New Acne Treatment from
Clinique. The Wall Street
Journal. Retrieved October 2nd, 2014,
from http://online.wsj.com/news/articles/SB10001424052702303939404579529650929037192
Advertisement is the best way to sell products and there are chances that the new method of advertisement will provide Clinique new and more business. This new idea for acne prevention can be successful but without using no one can say anything. I think the marketing, the new name and the new look can sell the product but the customer satisfaction can make the product successful.
ReplyDelete1) Greetings Archna! Yes, we do think this method of advertising is beneficial for Clinique. Clinique will definitely hit a larger market of consumers by adding simple strategic ideas, like name changes and product holders.
ReplyDelete3) Hi Archna! Teresa and I do not believe that there will be a change in the amount of customers. However, there might be a different arrangement now of clientel. For some who never even knew what Clinique was will now maybe see the product only from this simple change that Clinique is imposing.
I agree with you Neetu. The new idea for acne prevention can be successful but that is only assured if someone's tries it out first. Marketing, new looks, and changes are a key to a successful product. However, customer satisfaction is what keeps the success going.
ReplyDeleteGreetings Amit and Teresa! I am glad that you think this method of advertising is beneficial for Clinique. It is expected that Clinique will hit a large scale of consumers by adding these changes. However, I disagree that you think that there will be a change in the amount of customers. In addition, it is true that for some people who never even knew what Clinique was, will now maybe see the product only from this simple change that Clinique is imposing.
ReplyDelete1.this method of advertising is beneficial for clinique and it will increase popularity of the clinique even globally
ReplyDeleteThank you for the comment Prince! and I hope that it will increase the popularity for Clinique.
ReplyDelete