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Essay: GLOBAL MARKETING

Impact of Cultural Differences on Global Marketing

Popa Cristina-Adelina
IEBA, 1-st year

* SUMMARY

* Origins of the company * Marketing Globalization * L’Oreal Marketing Strategy in India * INCREASING THE CUSTOMER BASE * SEGMENTING MARKETING * L’OREAL MARKETING STRATEGY IN CHINA, JAPAN * L’OREAL MARKETING STRATEGY IN NETHERLANDS * L’OREAL MARETING STRATEGY IN USA * WHY L’OREAL NEEDS TO UNDERSTAND CULTURAL DIFFERENCES? * CONCLUSION

* Origins of the company

L’Oreal, which was started in 1909 by a French chemist named Eugéne Schueller and now is the largest cosmetic and beauty company in the whole world. With 100 years of proficiency in cosmetics, the company has 23 global brands in 130 countries around the world and 649 patents in 2009. The company has made its presence in all major markets in the world. The company’s main focus is on hair insignia, skin care, protection from sun, perfumes, etc. This company is more vigorous in dermatology and pharmacy fields and is leading patent holder in nanotechnology in USA. The company accounts for 50% sales outside Europe and has acquired brands in those countries. Not only to women, but the company offers beauty products to even men. The brands of the company are grouped by the particular markets like mass, professional brands, luxury products and active cosmetics. The “Consumer products” are high technology ones at aggressive costs through mass-marketing trade channels. The “Professional products” is a pool of brands which meet the needs of salons and provides customers an extensive variety of modern products. Next, the “Luxury products” are high-status brands that present customers with products and finest quality services in stores and travel outlets. The “Active cosmetics” are mainly cosmetics related to skin sold in pharmacies and

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