Estee Lauder secret of success.docVIP

 PAGE \* MERGEFORMAT 4 Estee Lauder secret of success Estee Lauder (Estee Lauder) Leonard Lord, president of the company’s recently visited the Wharton School of Business hosted a summit on the company’s director of marketing, speech, full disclosure of how this cosmetics company in 1946 alone 5 million in business, to today’s 4.7 billion annual sales of up to multinational corporations. In 1946 was 5 million dollars of company founder Estee and Joseph Lord to let their son, Leonardo the sample sent to a women’s charity event in New York up for display. After that, the company was able to keep time in 50 years, from the ongoing sales growth, and develop into more than 130 countries and regions, global marketing network. Estee Lauder to the successful experience that courage constantly looking for new markets, new competitors and new marketing channels. The beginning of the company founder, Lord family’s accountants and lawyers are opposed to involvement in cosmetics. And the free delivery of 1-3 months to sell samples of approach has been widely ridiculed by other companies in the industry. But the company firmly believes its products have good quality, not only must win the favor of female consumers, but also transformed them into repeat customers in droves. In opening up the market, the Second World War, Europe is still a devastated, the company first opened his business to Britain. Development momentum in Asia, has just appeared when the company has appropriate time to expand to Hong Kong. And then came to be the first to enter the former Soviet Union, the U.S. cosmetics company. Now in China, Vietnam, the sale of all income not come cheap. After 1996 years, the company’s international sales revenues increase 10%, by 2001 close to 40% of total sales. In channel management, the company in different countries adopt different strategies in the United States to rely on department stores in France, both department stores and perfume shops in Germany, is entir