...1. Describe the Product Portfolio of L'Oreal The challenge at L'Oreal was to leverage its position and innovation capabilities to transfer the Plenitude product line to the United States market and achieve both bottom and top line growth. In 1988, the L'Oreal 'Plenitude' line was launched in the U.S. market consisting of a 14 SKU (Stock keeping units) line-up that was sub-divided under cleansers and moisturizers (both daily and treatment). By early 1995, the line had extended to 19 separate products. Each segment was further categorised according to criteria such as skin type and time of usage. The packaging of each product was captivating and informative and there was a very unique purpose for the information provided on the packaging as the strategy of L'Oreal was to push such products in retail outlets without dedicated sales staff which entailed that the consumer was to be educated via instructional packaging. To give a brief overview of the company, it was founded in 1907, in Clichy, France, by the chemist Eugene Schueller to provide advanced hair care products for customers of French hairdressers. Under the guidance and control of Schueller's family the company had evolved to provide cosmetic, skin and hair care products with the principle strategy of 'quality, innovation and geographic expansion'. Later the holding company 'Gesparal' and Nestle became major shareholders of the company which provided deep-pockets for it's innovation philosophy and geographic expansion...
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...relatively unknown quantity with neither positive nor negative brand perceptions. • To build the brand, L’Oreal will need to start from scratch although they already have the distribution channels - sales people, retailers, logistics, and back office operations in place to give the new brand a head start. • The brand is highly successful in neighbouring French and German markets however Dutch consumers are seen as having their own unique requirements and preferences for cosmetics and toiletries. • Possible dilution of its own brand or a cannibalisation of its current market leading products Recital and Plenitude. • Market testing has indicated that the product formulation of Belle Colour is darker, preferred by the French consumer, when in fact Dutch consumers have a preference for lighter hair shades. It has been noted that as the Dutch market is considered a minor country, less than 5% of European sales, therefore reformulation will not be possible. • Low market orientation at the R&D level – L’Oreal won’t adapt their Belle product to suit the majority of consumers who prefer lighter shades and weren’t happy with the result (based on the market research) –more selling oriented • Dutch competitors customized to Dutch preference/demand • Trend towards semi-permanent – not met by either L’Oreal or Garnier • Trend towards lighter/warmer – not met by Garnier • Management is concerned with its sales forces’ abilities to handle multiple product lines that will do justice to...
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...Report on “LIVE PROJECT ON BRANDING IN EMERGING CHANNEL FOR MEN PERSONAL CARE CATEGORY” Undertaken at ITC LTD JAIPUR Submitted By: (AJAY RAJ SINGH SHEKHAWAT) (Student Roll No.10GMOO1) Company Guide: Faculty Guide: Mr. VINOD MEWANI Mr. RUSTAM BORA AREA EXECUTIVE ASST PROFESSOR ACKNOWLEDGEMENT The making of any project requires contribution from many people, right from inception till its completion. In our case also, there had been a few people who have made this happen. It was not only learning but also an enriching experience. We would like to thank Mr. Rustam Bora Asst. Professor and Mr Vinod Mewani Area Executive ITC ltd for being a source of inspiration and for the valuable suggestions provided throughout. His constant follow-ups and result orientation ensured that we successfully meet the deadlines. The making of any project requires contribution from many people, right from inception to its completion. In our case also, there had been a few people who have made this happen. It was not only learning but also an enriching experience. We thank our colleagues and friends for providing constant encouragement and help. Finally, we are grateful to our families for their moral support and understanding. “Teachers open the door, but you must enter by yourself” AJAY RAJ SINGH SHEKHAWAT EXCUTIVE SUMMARY ...
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...Deeper Luxury lp lan eta ryr es t originalexperientialconnectedwholelovingdepthmeaningspecialnaturalauthenticgreengenuinetrustedconsceoustsusttainableethicalinnerintegralrespectfulplanetaryrestorativethri r us bl i na nableenchantinginnerintegralrespectfulconsciousrestorativeauthentircgreencontributingengagingworthwhileinspirinedcpinitualcreativediverseoriginalexperientialconnectedwhole gs o r taing henticg eengenuinetru s erseoriginalexperientialconnectedwholelovingdepthmeanitngtspecialnaturalauthentstgreconsciuiussuustedconscioussustsciinu bleethicalinnerintegralrespectfulplanetaryconscio hau a oas ic ed engeno netr dep su s t ovi g i e ectedwholelovingdepthmeaningspecialnaturalethichallelrunstedplanetarysustainableencharnttvinginnerintegralrespectfulconsciousres torativeauthenticgreencontributingengagingwo oa tai w o cted aningspecialnaturalauth me originalexperientialconnectedwholelovingdepntnh na e e us r enticgreengenuinetrustedconsciousspetainableethicalinnb rintegralrespectfulplanetaryrestorativethri o alc x l ie i ieo nableenchantinginnerintegralrespecltfuelrcntinsciousrestorativeauthenticgreencontributingengagingworthwhileinspiringspiritualcreativedeverseoriginalexperientialconnectedwvholre xp rati eth e th ina yr to ig ce erseoriginalexperientialconnescoredwholelovingdepthmeaningspecialnaturalauthenticgreengenuinetrustedconscioussustainableethicalininal rintegralrespectfulplantatraresconscio ee y et r inn langengagingwo ive fu d ectedwholelovingdepthmetaningspe...
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...Manufacturing Execution System (MES) Sai Srinivas Sriperumbudur Department of Manufacturing and Mechanical Systems Integration Rochester Institute of Technology, Rochester, NY 14623, USA Sandeep Mohan Department of Manufacturing and Mechanical Systems Integration Rochester Institute of Technology, Rochester, NY 14623, USA Abstract Manufacturing Execution System (MES) came into existence with the need of managing various disciplines in an industry such as production planning, personnel and quality assurance. These various disciplines are interdependent and need to be integrated using a Manufacturing Execution System (MES). Nowadays MES is mainly being integrated with Enterprise Resource Planning (ERP) in the Computer Integrated Manufacturing System (CIMS) to reduce the complexities encountered in the production environment. This paper analyses the various functions of an MES used in the present-day industry and how it addresses the responsibilities of the shop floor of an industry. Keywords Manufacturing Execution System (MES), Enterprise Resource Planning (ERP), Computer Integrated Manufacturing System (CIMS) and Shop floor 1. Introduction Manufacturing is best defined as transformation of materials into items of greater value by means of one or more processing and/or assembly operations. A system that integrates all the operations of a manufacturing process right from processing the raw material to the completion of the final product is called a Manufacturing...
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...ABOUT NESTLE Nestlé is a Swiss multinational food and beverage company headquartered in Vevey , Switzerland. It is the largest food company in the world measured by revenues. Nestlé’s products include baby food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. Twenty-nine of Nestlé’s brands have annual sales of over about US$1.1 billion including Nespresso, Nescafé, Kit Kat, Smarties, Nesquik, Stouffer’s, Vittel, and Maggi. Nestlé has 447 factories, operates in 194 countries, and employs around 333,000 people. It is one of the main shareholders of L’Oreal, the world’s largest cosmetics company. Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in 1866 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri Nestlé. The company grew significantly during the First World War and again following the Second World War, expanding its offerings beyond its early condensed milk and infant formula products. The company has made a number of corporate acquisitions, including Crosse & Blackwell in 1950, Findus in 1963, Libby's in 1971, Rowntree Mackintosh in 1988, and Gerber in 2007. Nestlé has 8,000 brands, with a wide range of products across a number of markets, including coffee, bottled water, milkshakes and other beverages, breakfast cereals, infant foods, performance and healthcare nutrition, seasonings, soups and sauces, frozen...
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...Management Report 2008 © 2009, Nestlé S.A., Cham and Vevey (Switzerland) The Management Report contains forward looking statements which reflect Management’s current views and estimates. The forward looking statements involve certain risks and uncertainties that could cause actual results to differ materially from those contained in the forward looking statements. Potential risks and uncertainties include such factors as general economic conditions, foreign exchange fluctuations, competitive product and pricing pressures and regulatory developments. The World’s leading Nutrition, Health and Wellness Company Photography Nicole Bachmann, Gaëtan Bally/Keystone, Nathan Beck, Patrick Brown/Panos Pictures, Markus Bühler-Rasom, Goh Seng Chong/Keystone, Douglas Engle/Panos Pictures, Sam Faulkner/NB Pictures, Jonathan Fong, Peter Ginter, Georgina Goodwin, Marcel Grubenmann, Alain Herzog/EPFL, Harmen Hoogland/Nestec, Wollodja Jentsch, Marc Latzel, George Osodi/Panos Pictures, Philippe Prêtre/APG Image, Sergio Santorio, Qilai Shen/Panos Pictures, Christian Vogt, Cédric Widmer Printing Entreprise d’arts graphiques Jean Genoud SA (Switzerland) Paper This report is printed on Consort Royal, a paper produced from well-managed forests and other controlled sources certified by the Forest Stewardship Council (FSC) Management Report 2008 Letter to our shareholders Board of Directors of Nestlé S.A. Executive Board of Nestlé S.A. Corporate Governance and...
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...INTERNATIONAL MARKETING STRATEGY FOR HERBORIST Thesis Wang Wei Degree Programme in International Business International Marketing Management Accepted____.____._____ ________________________________ SAVONIA UNIVERSITY OF APPLIED SCIENCES Business and Administration, Varkaus Degree Programme, option Bachelor of Business Administration, International Business, International Marketing Management Author(s) Wei Wang Title of study International Marketing Strategy for Herborist Type of project Date Pages Thesis Supervisor(s) of study 3.4.2011 65 Executive organization Tuula Linnas Abstract Herborist Chinese cosmetics industry is a booming industry and it is also one of the fastest growing industries in China. After China has joint WTO, with the tariff reduction, the tendency of the Chinese cosmetic market internationalization is inevitable. Herborist is a typical Chinese domestic cosmetics company. Now Herborist tries to find new customers and build core competitiveness. As they have already entered the Europe market to some extent, it is time for them to focus on international marketing strategies for the European market. The aim of this thesis project was to provide valuable marketing strategy for Herborist’s European market operations and to help the company to expand its operation to Europe. The study is mainly based on quantitative research. The data collection was carried out by a questionnaire. Qualitative research was carried out...
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...Learning with Cases INTRODUCTION The case study method of teaching used in management education is quite different from most of the methods of teaching used at the school and undergraduate course levels. Unlike traditional lecture-based teaching where student participation in the classroom is minimal, the case method is an active learning method, which requires participation and involvement from the student in the classroom. For students who have been exposed only to the traditional teaching methods, this calls for a major change in their approach to learning. This introduction is intended to provide students with some basic information about the case method, and guidelines about what they must do to gain the maximum benefit from the method. We begin by taking a brief look at what case studies are, and how they are used in the classroom. Then we discuss what the student needs to do to prepare for a class, and what she can expect during the case discussion. We also explain how student performance is evaluated in a case study based course. Finally, we describe the benefits a student of management can expect to gain through the use of the case method. WHAT IS A CASE STUDY? There is no universally accepted definition for a case study, and the case method means different things to different people. Consequently, all case studies are not structured similarly, and variations abound in terms of style, structure and approach. Case material ranges from small caselets (a few paragraphs...
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...International Marketing Strategy, 5th Edition Isobel Doole and Robin Lowe Publishing Director: John Yates Publisher: Jennifer Pegg Development Editor: Lucy Mills Production Editor: Leonora Dawson-Bowling Manufacturing Manager: Helen Mason Senior Production Controller: Maeve Healy Marketing Manager: Angela Lewis Typesetter: Newgen, India Cover design: Adam Renvoize Text design: Design Deluxe, Bath, UK For product information and technology assistance, contact emea.info@cengage.com. For permission to use material from this text or product, and for permission queries, email clsuk.permissions@cengage.com Products and services that are referred to in this book may be either trademarks and/or registered trademarks of their respective owners. The publishers and author/s make no claim to these trademarks. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN: 978-1-84480-763-5 Cengage Learning EMEA High Holborn House, 50-51 Bedford Row London WC1R 4LR Cengage Learning products are represented in Canada by Nelson Education Ltd. For your lifelong learning solutions, visit www.cengage.co.uk Purchase e-books or e-chapters at: http://estore.bized.co.uk CHAPTER 1 AN INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets...
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...CHAPTER ONE Introduction 1 1.1 INTRODUCTION INTRODUCTION TO NESTLÉ S.A. Nestlé began in Switzerland in the mid 1860s when founder Henri Nestlé created one of the first baby formulas. Henri realized the need for a healthy and economical product to serve as an alternative for mothers who could not breastfeed their babies. Mothers who were unable to breastfeed often lost their infants to malnutrition. Henri’s product was a carefully formulated mixture of cow’s milk, flour and sugar. Nestlé’s first product was called Farine Lactée (“cornflour gruel” in French) Henri Nestlé. The product was first used on a premature baby who could not tolerate his mother’s milk or other alternative products of that time. Doctors gave up on treating the infant. Miraculously the baby tolerated Henri’s new formula and it provided the nourishment that saved his life. Within a few years the first Nestlé product was marketed in Europe. In 1874, Jules Monnerat purchased the Nestlé Company. Nestlé developed its own condensed milk to contend with its competitor, the Anglo-Swiss Condensed Milk Company. The Anglo-Swiss Condensed Milk Company made products like cheese and instant formulas. The two companies merged in 1905, the year after Nestlé added chocolate to its line of foods. The newly formed Nestlé and Anglo-Swiss Milk Company had factories in the United States, Britain, Spain and Germany. Soon the company was full-scale manufacturing in Australia with warehouses in Singapore, Hong Kong and...
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...Resource and Capability Capabilities in Strategy Formulation Basing Strategy on Resources and Capabilities Resources and Capabilities as Sources of Profit l The Resources of the Firm Tangible Resources Intangible Resources Human Resources Analysis to Work: A Practical Guide Step 1 Identify the Key Resources and Capabilities 123 CSAC05 1/13/07 9:21 Page 124 124 PART II THE TOOLS OF STRATEGY ANALYSIS Step 2 Appraising Resources and Capabilities Step 3 Developing Strategy Implications l Developing Resources and Capabilities The Relationship between Resources and Capabilities Replicating Capabilities Developing New Capabilities Approaches to Capability Development l Summary l Self-Study Questions l Appendix: Knowledge Management and the Knowledge-based View of the Firm l Notes Introduction and Objectives In Chapter 1, I noted that the focus of strategy thinking has been shifted from the...
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...Chapters CHAPTER 1 AN INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets. The emergence of a more open world economy, the globalisation of consumer tastes and the unabated expansion of Internet access globally all increase the interdependency and interconnections of nation economies across the globe. The need for managers to develop the skills to respond to these pressures affects companies of all sizes. In this chapter, the reader will be introduced to the concepts of international marketing, enabling them to acquire an appreciation of the complexities of marketing on an international basis and of how this activity differs from operating purely in domestic markets. In the following sections we will define international marketing, examine the important trends in the global marketing environment and introduce the reader to the international marketing strategy development and international marketing planning process. LEARNING OBJECTIVES After reading this chapter you should be able to: I I I I Explain and use the SLEPT factors to assess international markets Discuss the differences between export marketing, international and global marketing Understand the criteria required to evaluate a company’s international marketing strategy Appreciate the key steps in the international...
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...loyalty and trust towards their brands. Some of the leading FMCG companies in the world include: Colgate-Palmolive Famous brands: Colgate toothpaste; Palmolive soap and cleaning products; AJAX cleaning products. Coca-Cola Famous brands: Coca-Cola; Diet Coke; Fanta; Sprite General Mills Famous brands: Pillsbury; Green Giant; Yoplait dairy products H. J. Heinz Famous brands: Heinz Tomato Ketchup; Lea & Perrins; HP Sauce Henkel Famous brands: Pritt; Sellotape; Schwarzkopf hair products Johnson & Johnson Famous brands: Johnson's Baby; Neutrogena; Acuvue; Listerine oral care Kimberly-Clark Famous brands: Kleenex paper products; Kotex feminine care; Huggies baby products Kraft Famous brands: Kraft, Milka; Philadelphia; Toblerone L'Oréal Famous brands: L'Oreal Paris, Garnier; Maybelline New York; Biotherm; Kiehl's Nestlé Famous brands: Nestel Pure Life, Nescafe; Nesquik; Kit Kat; Purina Procter & Gamble Famous brands: Ariel, Gillette; Pampers; Olay; Duracell; Pantene RB (Reckitt Benckiser) Famous brands: Dettol/Lysol, Air Wick, Veet; Vanish; Finish; French's Mustard; Durex Sara Lee Famous brands: Douwe Egberts; Bimbo; Sara Lee; Maryland Clu; Senseo SC Johnson Famous brands: Pledge; Mr Muscle; Duck; Glade; Ziploc Unilever Famous brands: Dove bodycare; Axe; Flora dairy products; Domestos; Cif; PG Tips 5Reasons to work in the FMCG industry The FMCG (Fast Moving Consumer Goods) industry is one of the most exciting industries to work in! Here are 5 reasons why you should consider this...
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...SIXTH EDITION STRATEGIC MANAGEMENT IN ACTION Mary Coulter Missouri State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/Shutterstock.com Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights...
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