Objectives

“The broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives.”(Armstrong and Kolter, Marketing An Introduction to Education, 10th Edition, printed page 43)                                                                                                

Clinique’s main goals and business objectives for their products are:

·         To build a profitable customer relationship by developing, selling, and marketing quality facial cleansers and lotions to today’s men.

·         We will develop the men’s line of facial products to capture the essence of the manly man.

·         Our products will not only improve upon the healthy glow of their skin but make it softer to the touch.

·         We will invest in extensive research and design programs to make sure our products are always new and one step above our competition.

·         We will make sure to keep our products simple and easy, so that all men will want to use our products daily.

·         We will continue to create innovative and quality products today and tomorrow.

·         We will not use animals in the research of any of our products.

Clinique’s marketing objectives are:

·         To attract the male population to our products and keep them coming back.

·         One way we will do this is to include a helpful quick and easy guide on how to use our facial products each day. This will explain how to get and maintain healthy touchable skin by way of our great products. Another way is to go to our website and check out our how to videos ( http://www.clinique.com/cms/expert_tips_trends/how_to/video_mens.tmpl).

·         “Profits can be improved by increasing sales or reducing costs,” (Armstrong and Kolter, Marketing An Introduction to Education, 10th Edition, printable page 43). One way we will accomplish this is to draw men in by our masculine packaging. We will make our packaging low cost but appealing to men. It will be done in such a way that men everywhere will feel comfortable buying our products. It will have a manly appearance and manly scent.

·         “Sales can be increased by improving the company’s shares of domestic and international markets.”(Armstrong and Kolter, Marketing An Introduction to Education, 10th Edition, printed page 43). We will expand our products to reach international markets. This will increase productivity and revenue.

·         Our final objective is to market to men by using their sex appeal to the opposite sex. We want our products to make a man not only feel confident in our products but to feel sexy and confident in himself.