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Types of marketing strategy: Coca Cola/Estee Lauder

How different are the nature of Lauder and Coke products from perspective of consumer and how might that affect the type of marketing strategy of each. For example, those who love Coca Cola often insist that is because of a unique taste that other cola companies have never matched. coke may have seen evidence of this a few years ago when they temporarily shifted from traditional coke formula.

For example, do Lauder or any other cosmetic or beauty aids have same degree of uniqueness in customer view or must they market on other intangibles that relate to style, fashion, easy of use or other qualities that aren't as clearly perceived as the taste of coca cola by many consumers?

Solution Preview

Coca Cola and Estee Lauder products are similar in terms of marketing strategy. In each case, the company has taken a basic item and infused it with dreams. Estee Lauder adds hope into the mix as well. There are thousands of packaged sugar water items and cosmetic paints and potions....in order to sell these items the marketer must develop a unique selling proposition. Although ...

Solution Summary

This solution discusses the differences in the nature of Lauder and Coke products from the perspective of the consumer and how the type of marketing strategy each uses is affected by this perspecive. The solution addresses if Lauder or any other cosmetic or beauty aids have same degree of uniqueness in customer view or if they must market on other intangibles that relate to style, fashion, easy of use or other qualities that aren't as clearly perceived as the taste of coca cola by many consumers. Links and examples are given.

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