The Universalization of L'Oreal- Sample

The Universalization of L'Oreal

Case Study The Universalizaton Universali zaton of L’Oréal Marketng Planning - Année !"#-!"$ Situaton Analysis % &ndustry 'roo(ing Market % )"* shaving + ,* (asks  s.ru/s 0a.e Care Market % ,1, /illion in !"! 2$*3 Skin Care Market % "45 /illion 2#"*3 6 The (en’s /eauty seg(ent in &ndia is gro7ing t7i.e the rate as the overall (arket 8 6 9hen & look good4 & .an .on.entrate and get (ore 7ork done 8 Situaton Analysis % &ndustry Situaton Analysis % Co(:ettors  ;<" =(a(i Li(ited 2>54$*3 ??  ;< 'arnier Men 2$4#*3 " (illion unit sales $!* of gro7th  (ain seg(ents % - Skin .are % S(all :o.kets 6 sa.het 8 2>$* of value3 - @eodorant % gro7ing at #,* in value and #!* in volu(e Many /rands % - 0air and andso(e - ;avratna - Baso.are Baso.are ? ? ? Lo.al .o(:any Chea:er  ? Others a.tors 2(arket share >54"*3 ? Pro.ter  'a(/le Unilever  ? Situaton Analysis % .o(:ettors Porter =Dternal Analysis 'oals and O/Ee.tve ?

'oal % Fe.o(ing the leader of the /eauty se.tor in &ndia O/Ee.tves %  G  ? O/taining a >!* gro7th in !! .o(:ared to the !"!’s results in the /eauty se.tor in &ndia to :la.e the .ountry a(ong l’Oréal’s to: "! .ountries1 To dou/le its .onsu(er   /ase to t7o /illion  G  Marketng Strategy ? Market Seg(entaton Strategy HH 'eogra:hi. Seg(entaton4 Produ.t-User Seg(entaton4 Lifestyle Seg(entaton4 et.1 Targetng Strategy %  G  ? Mass Marketng% go afer the (arket as a 7hole 7ith one ofer that ans7ers .o((on needs @iferentated Marketng% go afer several (arket seg(ents 7ith ofers tailored to ea.h Target Marketng% go afer a s(all seg(ent or su/-seg(ent 7ith a tailored ofer   G   G  Marketng Progra(s Marketng MiD PIO@UCT 'arnier Men range of > skin :rodu.ts fo.used on 7hitening Moisturizer 7ith SP0 or oil .ontrol and 0a.e 7ash Atri/utes% si(:li.ity and ef.a.y 2fairer34light teDture4 naturalness good Juality and good s(ell Sa.hets for(at 2s(all :a.ks3 PI&C= - A..essi/le - igher than 0air  andso(e 2the .hea:er on the (arket3 PIOMOT&O; - A /rand i(agery% dyna(i.4 trendy4 (odern4 healthy4 ultra.onfdent4 a..essi/le and energi. Kreal guy’s guy - " endorser% &ndian a.tor and (odel ohn A/raha( 2>) years old3 G Athlet.4 young and edgy - >N!< laun.h % TB4 :rints4 outdoor advertsing 2(etro staton and .a/s34 in-store dis:lay4 /anner4 .over and airlines /oarding :ass1 PLAC= S(all stores Modern distri/uton Marketng Progra(s

Loyalty :rogra(s - ;o Loyalty :rogra( develo:ed1 - ;atural loyalty /e.ause of the Juality of the  :rodu.t and the reality of the /rand :ro(ise Custo(er Servi.e and Su::ort  ;o .usto(er servi.e and su::ort for that :rodu.t Market Iesear.h - The (en’s /eauty seg(ent in &ndia 7as gro7ing at t7i.e the rate as the overall (arket - Men’s fa.e .are a..ounted for #* of &ndian’s total skin .are (arket1 - &ndian fa.e .are (arket 7as a/out Is ,4, /illion in !"! gro7ing at $* 2out of 7hi.h Is1 "5 /illion re:resented the (en’s skin .are4 gro7ing at #"*3 The :enetraton of (odern hair .olor 7as slightly higher a(ong (en than 7o(en &ndian (en ideal skin is fair4 glo7ing4 .lean and fresh4 s(ooth1 9orried a/out oilness &(:le(entaton O9 Ie.ruit ne7 .usto(ers in &ndia /y ada:tng the glo/al strategy% 9ith strong and relia/le &ndian (arket4 /ehavior and .onsu(ton studies 9ith the develo:(ent of s(all :a.ks 2sa.hets3 9ith an a..essi/le :ri.es :oli.y 9ith strong (anage(ent and relatonshi:s 7ith the retailers 2es:e.ially the litle ones3 9ith an a::ro:riate .o((uni.aton 9ithout redu.ing the Juality 2risk of diluton3 9O 9=; 9&T 9AT S.ientsts 'lo/al :eo:le for studies and the develo:(ent of the glo/al strategy Lo.al  :eo:le to (anage 7ell the lo.al ad:ataton in &ndia Co((er.ial agents to sell the  :rodu.ts to all the litle store Afer having tried the :rodu.t and analized its results on si(ilar (arkets A .ontnued innovaton 26 ne7 ne7s to the fran.hise 83 L’Oreal standards of te.hnology and Juality A geogra:hi. zone a::roa.h The novelty fa.tor 2/e Jui.k3