What Is L Oreal's Pricing Strategy
L’Oréal is a brand that has been around for over a 100 years. One of its major branding tools is promoting itself as a company which is well established and an expert in its area. Over the years they have managed to reinvent themselves and improve their distribution system so that it is contained and more efficient. The innovation of the company and range of products allows L’Oréal to reach millions of consumers globally.
What are the distribution goals and objectives of the company?
The distribution goals of the company are to ensure that delivery to the consumer is efficient and reaches a broad network/market of people. They have implemented a system which is sustainable to the environment as well as contained to ensure efficiency.
The Distribution management system used is the Supply chain. Due to its reputation and years in
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L’Oreal’s is distributing its products to the mass market who would be considered the ultimate consumers in households, in this case it would be best to use channel intermediaries such as retailers, supermarkets, hypermarkets, grocers etc.
There are then wholesalers who would supply those who would buy more products such as hairdressing salons, this is an example of direct distribution
What are the factors/variables that the company took into consideration when designing its channel structure?
When designing the channel structure, L’Oreal would first evaluate who their target market is. In the brands case it is everyone as the brands range from household goods to luxury items and pharmaceuticals. Most of the brands are primarily direct at middle class women between the ages of
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