Caselet Code : CLCB014
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB014) click on the link below, and select from the list:

» Consumer Behavior Caselets

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Abstract

The caselet, Kohl's Tie-Up with Estée Lauder: Influencing Customer Perceptions, gives an overview of the advantages that Kohl's and Estée Lauder derived by entering to an alliance. For Kohl's, display of the up-market Estée Lauder cosmetic brand helped in improving the Kohl's brand image. The display also helped Kohl's to fill a gap in its product lines. For Estée Lauder, the deal brought in increased sales.

Issues:

» The role of an alliance in influencing consumer perceptions about a company's product offerings
» How a company manages an alliance
» How alliances can be used as a strategy to eliminate gaps in the product lines offered by a company

 
Key words:

Kohl's Corporation (Kohl's), Estée Lauder, Target, Wal-Mart, Procter & Gamble, BeautyBank, Brand Differentiation, Prestige Cosmetics, Mass Distribution and Mass market cosmetics.

Questions for Discussion:

1. What are the elements that Kohl's has taken into consideration as part of the deal so that the company maintained its positioning as a store offering value pricing in branded merchandise?

2. How did Kohl's try to match the product image of the new cosmetic range it was going to display with the self image of the customer?