Professional Documents
Culture Documents
Group Member:
Class:
11-7A
Role of PR
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SITUATION ANALYSIS
Company Profile
marketers of prestige skin care, makeup and fragrance products. It is an offshoot of the
Estee Lauder Company. The history of Clinique was began in 1968, when a magazine
editor Carol Philips consulted with Park Avenue dermatologist Dr. Norman Orentreich
for an article titled “Can Great Skin Be Created?”. The doctor shared the products and
procedures that he used in his own office. The article caught the attention of Estee Lauder
and Dr. Orentreich was brought onboard to help create the first dermatologist developed
skincare line.
In the middle 1970s, Clinique began selling a line of fragrance-free hair care
products. This line includes shampoos (including an anti dandruff formula), conditioners,
and fixatives. Then in 2001, Clinique reformulated and repackaged the entire hair care
line. By 2006, the hair care products began to disappear from stores, and in 2007 Clinique
Clinique was developed to capture the type of customer who is asking for a
helpful program, more than a simple fragrance and cosmetics. Because of that, all
Clinique products are allergy tested and 100% fragrance free. About the allergy tested,
Clinique does not test on animals. Clinique test its products for allergic reactions by
applying it to 600 people 12 times, with a standard of zero reactions. This guideline was
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Clinique products have been designed to all customers regardless of skin type.
Clinique, with its unique line of skin care of products, seeks to customize its approach to
skin care, to the specific individual. Chemists and dermatologists at Clinique formulated
a skin care system, which is based on a 3-Step System of cleansing, toning and
moisturizing the skin. The basic assumption behind the Clinique method is the
maintenance of hygiene and cleanliness as the foundation of caring for all skin
department store cosmetics counter or by careful consumer questioning via survey), you
will be presented with a customized program for treatment of your specific challenge.
The method takes into account numerous skin types, eye colors, facial and lip types, and
other attributes.
SITUATION ANALYSIS
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SWOT
Clinique’s company.
• The strength of Clinique’s company is all its products are allergy tested and
100% fragrance free. They are also technically tested by experts and leading
• In other side, the weakness of this company is they must spend high cost for its
product research. It is done to achieve high quality of products and fulfill the
• Clinique is a brand that has credibility. People have already trusted Clinique as
their valuable cosmetics and sold in more than 135 countries and territories. It is
the outside opportunity of Clinique’s company that makes its products still exists
in the market.
• Otherwise, there are some outside threats. There are so many competitors, such as
Kanebo and Lancome. Beside that, there is lots of counterfeiting activity to make
SITUATION ANALYSIS
Product Characteristic
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As a credible cosmetics company, we can say that Clinique is absolutely success
in providing skin care products and make up with amazing qualities and great for every
people regardless their skin types. Recently, Clinique offers a Mineral Translucent Spray
Blusher that gives you a fabulous coverage and can be applied easily to your cheeks for a
healthy, radiant and long lasting rosy glow. Unlike many other mineral make ups in the
market, Clinique Mineral Translucent Spray Blusher is made by 100% pure crushed
minerals, such as gold, magnesium, aluminum, zinc dioxides, titanium dioxides and iron
preservatives. This brand new product is also completely free of fragrance, allergy tested
Clinique Mineral Translucent Spray Blusher is a light, natural and non shiny
blusher that is originally designed for people with any skin types (including people with
highly sensitive skin). The texture is extraordinarily soft, so it allows your skin to breathe
and will not clog the pores. It is naturally hypoallergenic, non-comedogenic, non-
acnegenic, anti-bacteria and excellent for covering any kind of imperfection without
irritating your skin. This product is water resistant and gives you feather light feel. So,
this blusher will be able to perform well while you are working out, on the move or even
when you are swimming. Beside that, a light reflection pure minerals are perfectly able to
minimize the appearance of fine lines which means this incredible spray blusher can give
you younger looking skin without heavy cakey look that you get from traditional make
up.
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Clinique Mineral Translucent Spray Blusher is an easy to apply blush on that uses
pure color pigment. The color pigment is formulated from pure rocks of the earth.
Clinique always wants to serve its customers individually. Because of that, Clinique
provides a complete range of natural shades to specifically compliment any skin tone.
The available colors are Pink Blossom, Sweet Orange, Sugar Plum, Natural Copper and
Deep Chocolate. For professional make up look, spray Clinique Mineral Translucent
Spray Blusher lightly on the cheekbones to give you a wonderful radiant look and
SITUATION ANALYSIS
PR Consultant
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INSIDE is the largest global independent public relations consultancy in
Indonesia with 118 fulltime employees. We are known for our ability in building image
press releases; and also a special event planning including press conferences, grand
openings and product launching. We always believe that a good communication needs an
effective media channel. Because of that, Inside has built a good relation with the media
Inside Public Relations Consultant was first set up in November 2002 in Jakarta.
This PR Consultant company is named “INSIDE” committed to our main purpose to care
for the deepest part of customer needs & to dedicate our thorough service so customer
satisfaction is able to be built up comprehensively. This name can also be our guide to
keep our best and kind service to customers at all times. This Inside Public Relations
Consultant has got a motto itself: “Your satisfaction is our proud”, that states we always
keep on trying to provide our courteous and honorable service to satisfy our customers in
any time, because customer satisfaction is our main concentration in process of executing
Inside Public Relations Consultant has already formulated its vision, mission, and
value. The vision is “customer satisfaction”. The mission consists of two points: by
always listening to customer needs and wants, and by always serving customers with our
heart and kindness. And the last, the value consists of some significant points, i.e.
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vision, mission, and value, our firm is always looking after all ongoing activities to make
sure all are done satisfactorily according to our vision, mission, and value in achieving
such a bright future of Inside PR Consultant. So, with the three vision, mission, and value
as our guide, we are then able to provide a trusted control which allocated to all
operational activities every time to make sure they are executed well.
Inside Public Relations Consultant also has some valuable experiences. Here are
media,
Consultants, because of that we are always trying to develop and increase our service and
OBJECTIVE
consumers, community and opinion leaders by 25% by the end of March 2009.
PUBLIC
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Public who will be invited to the product launching event are segmented into:
Demographic
Sex : female
Geodemographic
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MEDIA
magazine. Newspaper and magazine are considered as the most effective medias in
Newspaper (Kompas)
Address:
Jakarta 10270
Website : www.kompas.com
Magazines (Cosmopolitan)
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Readers
Cosmopolitan readers are the vibrant young women of today, with a lot of dreams,
Sex : female
Address:
Jl. Lombok No 73
Tel : 021-3152683
Fax : 021-3910892
Website : www.cosmopolitan.co.id
Listeners’ Psychographic
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The listeners of 90.4 Cosmopolitan FM are women who have cosmopolitan life style,
with loads of dreams, inspirations and ambitions. They seek the excitement, happiness,
and inspiration that will enhance her lifestyle and the relationships she enjoys.
Sex : female
Address:
Jakarta 10350
Tel : 021-3146546
Fax : 021-3146558
Website : www.cosmopolitanfm.com
Television (O’Channel)
Audiences’ Psychographic
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Open-minded, sociable, pleasure-seeking, self-confident, decision maker, young at heart,
expressive, trend-setter.
Address:
SCTV Tower
Jakarta 10270
Indonesia
Website : www.ochanneltv.com
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BUDGET
• Venue
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Balai Samudra
Tel: (021) 4585 1721, (021) 4585 1724, (021) 4585 1725
Facilities :
➢ Sound system
➢ AC
➢ Stage (8 x 24m)
➢ Buffet decoration
➢ Buffet : Rp.200.0000
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For 600 guests : Rp.120.000.000
• Invitation
• Press Kit
• Goody Bag
TOTAL : Rp.420.750.000
PROGRAM INFORMATION
We will be held an event in order to launch this brand new product, Clinique
Mineral Translucent Spray Blusher. Here is the detail information about the event:
Title : Mineralique
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Place : Balai Samudra
Jakarta Utara
This product launching event is held to create awareness about the brand new
product of Clinique and also to attract people’s attention for this new kind of blusher in
Indonesia. This event will give some explanation to the public in reference to benefits of
PROGRAM RUNDOWN
Time 18.00-20.00
17.30-19.00 20.00-20.10
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20.10-20.25 Sitting Buffet Dinner
Opening by MC
of Clinique
21.10-21.30 Clinique
Door prize
Event Closing
Registration
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PRESS RELEASE
PRESS RELEASE
manufacturer, will launch its brand new product named “CLINIQUE MINERAL
this new product, Clinique will hold a product launching event at Balai Samudra,
Jakarta, to create people awareness about this brand new product. The event that will
Christian Martin, the President Director of Clinique said “We are so proud to
launch this new product as the first concise blusher in the market”. He also adds “I
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expect this new kind of blusher will be able to fulfill market need, especially for
blush on that gives radiant look with its glowing rosy blush. This brand new product
is made by 100% pure crushed minerals, such as gold, magnesium, aluminum, zinc
dioxides, titanium dioxides and iron oxide. It contains no irritants, such as lanolin,
talc or any kind of preservatives. This product also water resistant and excellent for
available in 5 colors, so it will fit with any types of skin tone. The available colors are
pink blossom, sweet orange, sugar plum, natural copper, and deep chocolate. Clinique
Mineral Translucent Spray Blusher is made for active people who need instant make
up for simplicity. It uses sprayer in order to make consumer make up activity is easier.
skin care, make up and fragrance products. It is an offshoot of the Estee Lauder
company and was first launched in 1968. This company’s activities are
foundation, and also skin care product that are all allergy tested and 100% fragrance
free. Clinique is a mega brand and a market leader across the country.
ENDS
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William
Customer Service Manager Tel: (021) 588 7345
Intiland Tower Fax: (021) 588 7346
Jl. Jendral Sudirman kav.25
Jakarta Date: 17 June 2008
12440 Ref: Clinique 019/ TB
Indonesia
PRESS KIT
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There will be 100 packets of press kit that will be provided to the press people
who will come to the product launching event. The press kit will be including:
• Pen
• Exclusive notebook
GOODY BAG
We will also provide 600 packets of goody bag for 600 guests. The goody bag
will be including:
• Pen
• Exclusive notebook
• Mug
• Cosmetic purse
Attachment 1
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Sketch of the place
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Attachment 2
Logo of Clinique
Photo of product
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Goody Bag
Pen
Exclusive Notebook
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