Marketing Mix: Product

Clinique has a very complex product portfolio. “A product portfolio or product mix consists of all the product lines and items that a particular seller offers for sale.”(Armstrong and Kolter, Introduction to Marketing. 10^th Edition. Printed page 220). They are mainly known for their lines of women’s cosmetics and facial cleansers. Clinique is expanding their products to now reach the other half of the population. They have come up with the new line of men’s facial products to do just that. “A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets or fall within given price ranges.”(Armstrong and Kolter, Introduction to Marketing. 10^th Edition. Printed page 219). A company can expand its product line in two ways by line filling or by line stretching. Companies do this to reach extra profits, satisfy dealers, use excess capacity or to keep out competitors.

“Marketers see themselves as selling products; customers see themselves as buying value or solutions to their problems.”(Armstrong and Kolter, Introduction to Marketing. 10^th Edition. Printed page 54). We recognized that men needed a good quality product line of facial products to handle all their skin care problems. Clinique researched and designed an excellent line of products to satisfy their male cliental. “A product is defined as anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.”(Armstrong and Kolter. Introduction to Marketing. 10^th Edition. Printed page 209).

Our New Men’s Product is the 3-Step System:

Step 1 contains a cleanser that comes in the form of a soap bar or a liquid wash, for whatever you prefer. We have different formulas in this that are for dry, normal, oily or extra oily skin types.

Step 2 is an exfoliate with scruffing lotion. This sweeps off daily build up of dead facial cells and unclogs the pores. This is also great for a man’s bearded areas to help prevent ingrown hairs.

Step 3 is a moisturizer lotion. It helps to soothe the skin and relieves dry skin. It contains an SPF 15 to help block out the unwanted UV rays.

All the products are 100% Fragrance Free and Allergy tested. We have more specifics listed on our official Clinique website ( http://www.clinique.com/cms/product/supercat/mens.tmpl).