Estée Lauder: The Mother of Modern Marketing
Estee Lauder became interested in the beauty products business as a child. But, it was her marketing strategies that single out her genius. The things she did in the late 1940s still seem fresh and modern. That’s why I call her the Mother of Modern Marketing.
Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details
Marketing for Managers
This video is part of course module number 8.3.6
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 6: Masters of Marketing
Other videos in this section include:
🎬 Philip Kotler: The Father of Modern Marketing https://youtu.be/H803ZGXy69Y
🎬 Theodore Levitt: Globalization of Marketing https://youtu.be/J_B42lvxuEc
🎬 Jean-Claude Larréché and Marketing Momentum https://youtu.be/hdnhOOMhL8M
🎬 Seth Godin: Powerhouse of Marketing Ideas https://youtu.be/dkWYPBkB7UI
LESSON NOTES
Estée Lauder gives us insights into:
– Branding
– Give-away samples
– Hands-on Consultative Selling
– Brand Clarity
– Direct mailing
– Clever naming
– Clever Pricing
– Offering a gift with each purchase
RECOMMENDED EXERCISE
Think about a brand you know well…
1. How many of the 8 marketing methods Estée Lauder pioneered are they using? How are they using them? (3 MC CPD Points)
2. If they are not using them all, how would you use them to market that product? (If they are using them all, pick three to consider alternative ways you could apply the principles to create new marketing tactics) (3 MC CPD Points)
DOWNLOADS
Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)
RECOMMENDED READING
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)
MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 8 MC CPD points
00:00 – Estée Lauder: The Mother of Modern Marketing
00:47 – Method 1: Branding
01:29 – Method 2: Give-away samples
01:47 – Method 3: Hands-on Consultative Selling
02:27 – Method 4: Brand Clarity
03:11 – Method 5: Direct mailing
03:59 – Method 6: Clever naming
05:05 – Method 7: Clever Pricing
05:54 – Method 8: Gift with purchase
06:33 – Summing-up
#Marketing #ManagementCourses #EstéeLauder
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