Premium Essay

Financial Analussi

In:

Submitted By jenusbd
Words 618
Pages 3
Dezember 2005 Dezember 2005

Internationales Marketing Internationales Marketing Ann-Christin, Daniela, Marina Michaela Ann-Christin Daniela Marina, Michaela

1 1

Learning objectives
• Historical background of L’ORÉAL • L‘ORÉAL brands • Positioning of brands • Globalization of brands & the business L’ORÉAL • Strategies of L´ORÉAL • Distribution • Finding Recommendations
Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 2

1

L’ORÉAL brands
Consumer Brands:
• L'ORÉAL Paris • Garnier • SoftSheen-Carson • Maybelline New York • Le Club de Createurs

Professional Products:
• Kérastase • L'ORÉAL Professional • Matrix • Redken

Source: www.loreal.de Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 3

L’ORÉAL brands
Luxury Products:
• Biotherm • Helena Rubinstein • Kiehl's Since 1851 • Lancôme • Shu Uemura • Designer Fragrances

Active Cosmetics:
• La Roche-Posay • Vichy • Innéov

Source: www.loreal.de Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 4

2

Positioning of L‘ORÉAL brands
High Quality

Luxury Active & Professional Consumer
Low Price High Price

Low Quality
Dezember 2005 Internationales Marketing Ann-Christin, Daniela, Marina, Michaela 5

Ansoff Matrix
Market Product Present New

Present

Market Penetration

Market Development

New

Product Development

Diversification

Dezember 2005

Internationales Marketing Ann-Christin, Daniela, Marina, Michaela

Source: Kotler 6

3

7 W A Y S

New Competitive Areas

New industry structure

McKinsey Growth Pyramid
Aquisitions Joint Venturess

I N C

New geographies A C H IE V IN G Existing products to new customers Exixting products to existing markets Dezember 2005 New products & services New delivery approaches

R E A S

HOW?

Minority Stakes

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