Promotion Clinique Can Basically Be Described As Essay

Promotion

Clinique can basically be described as a leading manufacturer of a wide range of cosmetics and skincare products. Over time, the company has carried out extensive marketing campaigns which in most cases target specific market segments. In this text, I discuss an advert of one of Clinique's products going by the same name. The product in this case is designed to renew the skin bringing about a brighter and more vibrant skin.

Clinique: Skin Renewer

It can be noted that when it comes to the communication of its benefits, Clinique has done a great job. On the advert, we have two bold writings inscribed alongside the product label clearly communicating the benefits users of the product are to derive from the utilization of the same. These writings include the bolder "total turnaround" followed by the equally visible "visible skin renewer." By reading these two writings, any prospective buyer of the product immediately captures the benefits of using the cream. Further, the advert goes a long way to differentiate itself from the wide range of other products in the marketplace through the use of the words "total" and "visible." By using these distinctive words, the product sets itself apart from competitors by way of proclaiming its effectiveness in comparison to other similar products whose benefits may not be as "visible" or whose turnaround may not be as "total."

According to McDonald and Dunbar (2004), segmentation can be looked at as a process where the main aim is to group buyers on the basis of their exhibition of similar needs. The Clinique product in this case targets female buyers. As Englis (1994) notes, while male traits seem to be more inclined towards dominance and instrumentality, female traits are depicted by warmth and expressiveness. This effectively means that adverts tailored for women tend to be more detailed and laced with symbolism. In the advert under consideration, we have a furry little chick included. The chick is symbolic as it represents both good and….....