Case Study Of L Oréal Marketing
By doing this, L’Oréal produced most of its products locally. In 2006, L’Oréal acquired a 9.6% market share on the cosmetics market and rose to around 11.2% in 2007. (ICMR, 2009) The 28 brands of L’Oréal are divided into four divisions. Premium brands such as Lancôme, Helena Rubinstein, Biotherm, Kiehl’s, Giorgio Armani and Yves Saint Laurent are managed by The Luxury Product Division (LPD). LPD incarnates elegance and refinement in skincare, makeup and perfume segments. The Consumer Product Division (CPD) is targeting the mass market with the latest cosmetics innovation. CPD runs brands such as L’Oréal Paris, Maybelline New York and Garnier, offering hair products, colouring products, skin care and makeup. The Active Cosmetics Division (ACD) …show more content…
(Chailan, C.,2010) According to Table 2, (Chailan, C.,2010) the three key competences for managing the brand portfolio at L’Oréal can be identified as brands radicalization, brands network arbitration, and brands expansion matrix. By adding differentiated targets (distribution, needs, price) and integrating new brands, brand radicalization aims to position brands distinctly and to avoid any overlap, thus brands can be emerged with its own DNA. Brands network arbitration means that complementary brands of different turnover, market share and future profitability construct a dynamic network within L’Oréal group. All brands develop separately without formal arbitration committee. Brands expansion matrix defines the path and order to launch new segment, new product categories or new countries based on three dimensions: segments of consumers, product categories, and distribution networks. This multi-layered strategy could be a clue to analyze the case of Magic Holdings’ …show more content…
The statistics extracted from the China Cosmetics Net show that in 2012, the total sales amount of skincare products on the market was approaching RMB 55 billion (equals to 6.6 billion euros), something that embodies a growth rate of 11%. (Huidian Research, 2013) From Q1 2013 to Q3 2013, the total sales amount of skincare products on the market amounted to RMB 47.9 billion (equals to 5.8 billion euros), which was already 87% of the full sales of the previous year. (Huidian Research,
Assessment Of Future Growth Of Ulta Beauty
493 Words | 2 PagesAssessment of Future Performance Not only has Ulta Beauty shown remarkable growth in its industry, it shows potential for continued growth, both in comparison to its competition and itself. The company has plans for further fiscal growth and store expansion, as well as strategies to improve its current branding and marketing; the company also shows potential to accumulate and retain an increasing amount of new customers. Fiscal Growth In recent years, Ulta Beauty has been able to truly compete with other companies in the beauty industry. While it is impressive that Ulta Beauty is able to outperform its competition, it should also be noted the progress the company makes in relation to itself.
Case Study: Ulta Salon, Cosmetics And Fragrance
494 Words | 2 PagesUlta Salon, Cosmetics & Fragrance Overview Ulta Salon, Cosmetics & Fragrance, otherwise referred to as Ulta or Ulta Beauty, was founded in 1990 by Richard George. It broke into a tough industry at a time when prestige, mass and salon products were all sold through distinctive channels of each other. Ulta offers customers a unique and convenient place to get everything they need related to beauty (Ulta Beauty, 2016 p. 28). Ulta has been publicly traded on the NASDAQ Global Select Market since October 25, 2007, and today is one of the largest beauty retailers in the United States. As of January 30, 2016, the end of its fiscal 2015 year, Ulta Beauty operated 847 retail stores across the US, and has already continued its rapid expansion since then (Ulta Beauty, 2016.)
Business Case Study: Jurlique International Pty Ltd.
2179 Words | 9 PagesBesides being one of the leading brands of Australia, Jurlique has competitors like L’OREAL which are International brands, dominates the Australian market. This has affected the sales of Jurlique. Unlike in Australia, Chinese are very inspired by the Jurlique’s story, of Growing 95% of ingredients in their own 153 acre
Marketing Case Study: Sephora
1367 Words | 6 PagesIntroduction Sephora was first founded in Paris 1969 by Dominique Mandonnaud who made a daring change to the way perfume and cosmetics were sold, letting the consumers try before purchasing. Instead of having sales representatives at the counter, Sephora had beauty advisors stationed at the counters to offer advice and ideas to each individual. Over the years Sephora has grown mightily, boasting over 2000 stores worldwide and employing an estimated number of 25,000 employees. To uphold the top spot in the market, Sephora has constantly rolled out new products into their stores with outstanding innovations, making it hard for their competitors to follow.
Marketing: A Case Study Of Sephora's Marketing Mix
1085 Words | 5 PagesDiversification: Upstream integration with suppliers, Sephora exchanges data collected from their digital channels with their manufacturers for new products development. Role of Sephora digital channels in company’s marketing mix Product: Sephora has more than 250 brands with approximately 13,000 products which include skin care, makeup, bath, fragrance, beauty accessories, hair products as well as other beauty and body care products and each of these categories has various sub-categories (CNBC, 2017). The company's product offering is able to meet the diverse customers' needs. Even though most of the products sold by the company were manufactured by so many other brands, each of these brands have a different product concept which aligned
Louis Vuitton Case Study
1069 Words | 5 PagesIntroduction and Company Background The report is about the strategic appraisal of Louis Vuitton which is mainly a French based fashion house and founded by Louis Vuitton in 1854. The report will incorporate a brief background of the company as to its core business emulated by the industry it operates in. The background will further proceed with its geographical markets, the products and services being offered, their makret segments, their imperative stakeholders and what generic strategy is being followed by them.
Chanel N Five: Product Life Cycle
983 Words | 4 PagesIn order to discuss the current life cycle stage of Chanel N '5, we now look on the Product life cycle (PLC) theory, which is a concept that provides the steps for a product acceptance, from its birth stage of introduction, growth, maturity to its decline. (3) Chanel No.5 perfume series fall in the growth stage of the product life cycle, where they face more competitors. (3)
L Oreal Triple Bottom Line
746 Words | 3 PagesIt is cosmetics and beauty company that originated in Paris, France. In 1925, L’Oréal came up with the new hair dried products called “ L’Oréal d’Or” which made the blonde hair looked natural, soft and smooth without getting damaged. In addition, this product made people surprised, and the business boomed because it changed women’s hairstyles. L 'Oréal presents in 130 countries on five
Success And Failure Of Nike
1424 Words | 6 PagesIn the Present situation IN the present situation the strategy of expansions is very important as world economy tends to globalize and nowadays, multinational companies like Nike which can hardly locate production in one country only but
Macro Environmental Analysis Of Nike
2130 Words | 9 PagesHowever, in China, there are a lot of people whose income are low, they absolutely will not buy those products. It reduced the market share. Promotion strategy and
Branding Literature Review
1157 Words | 5 Pages2 LITERATURE REVIEW Several studies have been made on the branding of Institution especially, higher Institutions which includes Universities, Colleges and Business Schools. The importance of branding is well recognised in the branding literature. This chapter starts with a definition of key words in order to understand the terms of discussion and theoretical concepts relevant the research topic. The key words includes strategic positioning, brands, branding, business school, corporate branding, brand image and reputation and brand strategy, stakeholders.
Loreal Pestel Analysis
1016 Words | 5 PagesLancôme immediately creates an association with Paris and happiness. It further positions itself as an award winning luxury brand. With brand ambassadors who aim to embody the vision of the brand, it clearly delivers a message that the range of products involved caters to the ‘elite’ economic strata of the society. Alike L’Oreal Paris, Lancôme too would have to adopt a strategy that develops a good customer lifetime value. c.
Marketing: Marketing Mix In The Ice Cream Industry
1497 Words | 6 Pages6.1 Marketing Mix Marketing mix is a set of controllable marketing tactics used by business to promote their product and achieve its marketing objectives. (L. Lake, 15 June 2017) Marketing mix is also called the 4Ps which consist of Promotion, Place, Product and Price. (M. J. Baker, 2001, p.54) 6.1.1 Product
Fendi Competitive Advantage
1100 Words | 5 PagesCustomers do not want to switch to purchase different brands, as such they hold some bargaining power to drive the demand. In the luxury industry, it is possible that existing companies or new designers could enter internationally. However, the brand positioning serve as a serious barrier to create awareness due to customer loyalty and acceptability of the brand. In this case, threat of new entrants is relatively low.
Case Study: The Globalization Of LVMH
769 Words | 4 PagesThey also principally owned about 60 subsidiaries and high-status brands such as Kenzo, Bulgari, Mercier, Givenchy, Sephora, Krug, Château d 'Yquem, Domaine Chandon California, Parfums Christian Dior, Chaumet and so on. LVMH main competitors are the French conglomerate Kering (previously PPR) and the Swiss-based Richemont. In 2000, the Group attained a sales of 11.6 billion euros and acquired 15% of market share internationally. From the time that LVMH was founded, they were able to develop a brand strategy to grow active and to expand its global retail network. As it stands, 81% of around 110 000 personnel of the Group who work outside France share the company’s beliefs and ethics.
More about Case Study Of L Oréal Marketing
Assessment Of Future Growth Of Ulta Beauty
493 Words | 2 PagesCase Study: Ulta Salon, Cosmetics And Fragrance
494 Words | 2 PagesBusiness Case Study: Jurlique International Pty Ltd.
2179 Words | 9 PagesMarketing Case Study: Sephora
1367 Words | 6 PagesMarketing: A Case Study Of Sephora's Marketing Mix
1085 Words | 5 PagesLouis Vuitton Case Study
1069 Words | 5 PagesChanel N Five: Product Life Cycle
983 Words | 4 PagesL Oreal Triple Bottom Line
746 Words | 3 PagesSuccess And Failure Of Nike
1424 Words | 6 PagesMacro Environmental Analysis Of Nike
2130 Words | 9 PagesBranding Literature Review
1157 Words | 5 PagesLoreal Pestel Analysis
1016 Words | 5 PagesMarketing: Marketing Mix In The Ice Cream Industry
1497 Words | 6 PagesFendi Competitive Advantage
1100 Words | 5 PagesCase Study: The Globalization Of LVMH
769 Words | 4 Pages