Topic: Beauty brand Estee Lauder (e.g. Maybelline, La Mer) Concept: discount anc

Topic: Beauty brand Estee Lauder (e.g. Maybelline, La Mer)
Concept: discount anchoring (disadvantage: over-reliance on discounts), limited scarcity, sunk cost
Introduction: 100 words (Antarc) (Background + Purpose + structure)
background phenomenon
Purpose: Why do we do this survey? What are the similarities and differences in the marketing strategies of two brands belonging to the same company?
structure
Nowadays, beauty brands use targeted marketing strategies according to different market segments to influence the purchase decision-making process of target consumers. For example, NYX uses a price strategy of keeping prices low to attract young consumers (Mangurali, 2022). Given the dynamics and diversity of consumer groups, how to use marketing strategies to remain competitive has become the primary challenge facing beauty brands.
The purpose of this report is to explore the similarities and differences in the marketing strategies adopted by two beauty brands affiliated with Estee Lauder – Maybelline and LA MER for different market segments by analyzing three real-life examples. difference.
This report is divided into 5 parts, namely Introduction; Aggregation and description of examples; Preliminary and in-depth analysis of examples; Recommendation and Conclusion.
Among them, the part I am responsible for is In-depth analysis of the examples 500 words
outline：
(Two brands) Similarities and differences
How effective is one method in different brands?
Does the same brand use different strategies for different people (consumer segments) and different scenarios?
Critical Thinking: Effectiveness, Ethics
Effectiveness and limitations: Is it effective in different scenarios?
For the report, please use 12-point font, at least 2cm margin spacing throughout, 1.5 line
spacing, and full justification. Remember to insert page numbers.