L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai Ref 513-038-1 Teaching note Ref 513-038-8. List price: $7.46. Marketing Strategy of L’Oreal in Africa, Orient and Pacific Region. Basically, it’s a French-based company and is headquartered in Paris. Knowledge of marketing strategy or market segments 2 2 The above is applied to L’Oreal e.g. Kepler Cheuvreux Conference 2020 - Lubomira Rochet, Executive Vice-President Chief Digital Officer . L'Oreal's marketing approach and challenge is to continue to match each countries and regions consumer’s tastes at the right price; Fight strong domestic incumbents in emerging markets; and Develop brands in the low, medium, and high end markets. L'Oreal case study. You are on page 1 of 4. Marketing Strategy( Empowerment) L’oreal is about empowering clients. Marketing Communications & PR Research & Innovation Sales & Business Development Locations . Most of L’Oréal’s brands have their own official accounts on Weibo with a large number of followers. Since consumers are increasingly and massively connecting with our brands online, our marketing strategy is shifting towards a “digital-first” paradigm. Add to Coursepack. L’Oreal produces different products for different markets e.g. The case focuses on an innovative social media strategy by L'Oréal Paris to "listen" to consumers, then develop a product to meet consumer needs and market it. Thanks to its strategy of new marketing and new retail, L’Oréal China wins the digital transformation in beauty industry. How-to videos, DIY, and providing facts to consumers are essential ways the brand promotes itself to its customers, all while providing useful information and attracting new fans. The branding strategy of L’Oreal has such an impact that L’Oreal seems to be the only global leader in every segment of the cosmetics industry, right positioning of its products seems to be the key. Search inside document . The company is not only promoting itself as a cosmetic brand , but also as a source of consumer power and confidence. Download Now. Published in: Lifestyle, Business. Their "global or nothing" strategy allows L'Oréal to take market segmenting even further by custom developing and marketing products to meet the specific demands of any given country or region. Here, Stéphane Wilmet, General Manager, L’Oreal Luxe Division, Yue Sai, explains the benefits of being involved in the preparation of a field-based case study. The second section of this thesis consists of two chapters. Focuses on Kiehl's--since 1851, a quirky New York luxury brand--which L'Oreal acquired in 2000 and is now expanding globally. L'Oreal Global Marketing Strategy ... L'Oreal and the Marketing Mix 4. In the following report, the motives behind L’Oréal’s expansion into China will be identified and discussed. We learn about new technology and agility. Section Three: Alternative Strategic Marketing Solutions Marketing Strategy Recommendation One: Direct Sales? It means globalization that captures, understands and respects differences. L'oreal. Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai 05/2014-5960 This case was written by Haiyang Yang, Assistant Professor of Marketing at the Johns Hopkins University Carey Business School (INSEAD PhD 2013), and Pierre Chandon, the L’Oréal Chaired Professor of Marketing, Innovation and Creativity at INSEAD. L'Oreal will increase more market share, increased … Explores the corporate strategy and marketing challenges facing consumer products firms as they globalize and how acquisitions can facilitate globalization. L'OREAL_PPT. Add to Collection. Access the replay of … Add to Cart. Chapter 3 is about the market research process indicating how the author managed to get consumer insights and market intelligence by conducting focus group interview, mass survey and field visits. To offer tailor-made beauty, and meet the aspirations of consumers in every part of the world. Strategic Road-Map 7. AUC01001TM Nabin Guragain BSBMKG512 3 Introduction L'Oreal is a world leader in cosmetics. The strategy of working with agents and consignments in the US, Russia, the Far East and South America is another critical strategy that the L’Oreal’s management employed to great effect. Together, we are building a new generation of beauty products, devices and digital services. We establish lasting connections. Jump to Page . Founded in 1907, the L'Oreal Group now markets over 500 brands - from L'Oreal Paris skincare and Maybelline New York make-up to luxury brands including Helena Rubinstein and Lancome. $4.25. L’oreal remains vigilant to ensure its content is licensed to customers and gives them a positive outlook for the brand. marketing experience of beauty in all channels, countries and categories, his intimate knowledge of the Group’s brands and his ability to unite and engage teams make him the best candidate to lead L’Oréal. Product in the Marketing mix of L’oreal. consumer-value strategy and new model of marketing mix. L'Oréal is a global company that develops, produces, and sells cosmetic products for women and men. L’Oreal has a portfolio endowed with international standard of brands covering a wide range of products while satisfying the needs of every customer present in any part of the world. The first strategy of L’Oreal was to exploit this inherent gap in the nascent industry and invested heavily in hairdressing and training. We share our expertise in product development, R&I, operations and marketing. Deploying a digital strategy and interacting with consumers in a personalized way is not easy. In order to clarify different product positioning in Asia, L'Oréal decided to move from “the open-shelf brand” in Europe up to “the top international brand” in Asia. Like other countries in the world L’Oreal is also very successful and equally famous in Africa and pacific region. September 2020. L’Oréal leverages social media, like Weibo, WeChat, to reach Chinese customers. Add to Cart for purchases and permissions. Share; Like... ibzmir. The L’Oreal Group has experienced unprecedented prosperity through its expansion in global manner in to innovative beauty-products under the direction of its chairman. He strongly believed that L'Oreal's workforce needed to be diverse in order to ensure creativity and innovation. Their head start also ensured broad distribution in the focussed market. marketing strategy. Jean-Claude Le Grand had dedicated almost his entire career to following talent at L'Oreal. The products it mainly sells are in the fields of cosmetics including, hair color, makeup products, skincare products, perfumes, etc. L'Oreal.pdf. Poster presentation on L’oreal Luxury Cosmetic; The company has also launched several products in the field of dermatology and pharmacy. New marketing Use of social media and KOL’s. Loreal. L‟Oreal has historically carried a premium image and price tag Viral marketing dual positioning strategy in India • L‟Oreal reduced its hair care range prices by 25% in 2010 after it began local production and resorted to another 4% price cut this year 22. This opens L'Oreal Paris up to a whole host of content marketing opportunities around education. Presentation by Jean-Paul Agon, Chairman and CEO (PDF 6.68 MB) 08. Differences in desires, needs and traditions. Digital marketing Digital communications: a pillar of marketing strategies. Access the replay of the webcast with slideshow. The Marketing Planning Process 10. Continue with L'Oreal's marketing and communication strategy of Luxury and Quality and Image at a price that everyone can afford. PDF. Capabilities and Benefits 9. Task 1 Role of personal selling in marketing strategy of L’oreal a) Importance of Personal selling in promotional mix of L’oreal. L'Oreal - int. Lancome for car driver, Maybelline for bike rider 3 3-5 Candidates explore some of the merits L’Oreal’s strategy e.g. CaseStudy L'Oreal. L’Oréal has chosen a unique strategy: Universalization. 29 Comments 107 Likes Statistics Notes Full Name. Advantage? The authors: Haiyang Yang and Pierre Chandon. Competitor Analysis 14. PEST Analysis for L'Oreal 5. The Big Fish Theory and L'Oreal 11. (Henderson R., Johnson R and Forbes.com). Empowerment L'Oreal is all about empowering its customers. Market Segmentation 15. 89 . Loreal Paris. loreal BRAND. Opportunities and Threat Analysis 8. 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