...533 million (U.S. $17,589 million) sales in 2005. Business Situation L’Oreal decided to implement a company-wide customer relationship management (CRM) system. It wanted to combine the product-centric marketing approach with a greater focus on the customer. Solution Working with Siebel, and advised on the architecture by Microsoft® Services, L’Oréal standardised on Siebel CRM and Analytics software running on Microsoft Windows Server SystemTM Engineered and Microsoft SQL ServerTM 2005 database. Benefits ■ Strengthens customer brand loyalty ■ Direct mail costs down up to 57 per cent ■ Targeting gives response rate of up to 62 per cent ■ Consistent view of customer across multiple channels ■ Fast time to market for new campaigns | | |“With the Siebel solution running on Microsoft Windows, we achieved a 57 per cent decrease in the volume of direct mail on one promotion. Through more accurate targeting, we achieved a remarkable 62 per cent response rate.” Daniela Giacchetti, Head Customer Strategy Officer, L’Oréal | | | | | |L’Oréal, the world’s largest global beauty, skin care, and cosmetics company wanted to broaden the | | | | |scope of its luxury products marketing to focus on customers. It decided to implement a company-wide | | | | |customer relationship management (CRM) system starting with a pilot in South Korea...
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...Company History: L'Oréal, one of the largest companies in France, is the world's largest manufacturer of high-quality cosmetics and perfumes, producing such well-known brands as Lancôme, Ambre Solaire, and Cacharel. Its total sales are &Dollar;2.4 billion ahead of those of its closest competitor, Unilerver, an more than double those of Revlon and Shiseido. It boasts a world-wide distribution network as well as the industry's highest research-and-development budget and the largest cosmetological laboratories in the world. L'Oréal's story begins in turn-of-the-century Paris, at a time when women of the demi-monde dyed their hair, their choice restricted to fiery red or coal black. In 1907, Eugène Schueller, a young chemist, began to concoct the first synthetic hair dyes by night in his kitchen and sell them to hair salons in the morning under the brand name Auréole. His strategy was successful; within two years he established the Société Francaise des Teintures Inoffensives pour Cheveux, which soon afterward became L'Oréal. In 1912, the company extended its sales to Austria, Holland and Italy and by 1920 its products were available in a total of 17 countries, including the United States, Brazil, Chile, Peru, Equador, Bolivia, and the Soviet Union, and in the Far East. At this stage, L'Oréal consisted of three research chemists and ten sales representatives. Schueller's timing had been singularly fortunate. The end of World War I was celebrated by the Jazz Age, when short hairstyles...
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...Centred Organisation 4 4.0 Customer Pyramid 6 5.0 Customer Relationship Marketing and CRM programs applied by L’Oreal. 8 6.0 Service Quality Gap in L’Oreal 9 6.1 Knowledge Gap 10 6.2 Policy Gap 10 6.3 Delivery Gap 11 6.4 Communication Gap 12 6.5 Customer Gap 12 7.0 Conclusion 13 8.0 Recommendation 13 9.0 Referencing 14 Executive summary As the corporate world is expanding itself throughout the globe it is also evolving at the same time. Expectations toward customers today have increase and the company have to adapt themselves in the ever changing environment of the 21st century. The challenges that are being placed in front of the business have also become more complex compare to previous centuries. This is because of globalization that has open up so much possibility in every aspect of the corporate world. This assignment is overall about Customer Value and Organisation has enabled them to understand the needs and wants. This report also highlights how the organisation can improve in terms of making more delighted customers. Through this way organisation will be able to retain customer loyalty for the long run. The report also evaluates the range and concludes that L’Oreal’s challenge in the current market needs to be able to understand the demand for a certain product. The major shortcomings are not being able to understand what are consumer needs, the wrong type of marketing strategic and overpromising consumers. It is recommended that L’Oreal should...
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...the key characteristics required to pursue an entrepreneurial idea. Similarly, Quimby spotted an opportunity, and went on to pursue it with determination and focus. Although, success was rapid for her, she realized that eventually she would require help to sustain her flourishing business. Moreover, Quimby’s foundation for success was built on her self-belief along with her solo approach in terms of not being answerable to anyone. However, as the business began to grow she found herself in a dilemma. The question facing her was that whether she should stay in the small Northern Maine or expand her business to greater heights by moving to somewhere else. In the following paragraphs, we will analyze Quimby’s situation in detail and suggest solutions for this complex situation. To begin, we believe that Quimby should remain in North Carolina because financially it’s the best decision for her company. The location of the company in a small town in Northern Maine, which creates high costs for the company. The town is not near any metropolitan areas, which makes shipping products and receiving materials very difficult. The shipping costs for the products are very high and creates more costs than necessary. Another problem with Maine is that the state has very high payroll taxes. It would be very inefficient to reestablish operations in Maine because of the high shipping costs and high payroll taxes. By moving to North Carolina, it would create many advantages for Quimby in these areas...
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...July 2013 Situation: • L’Oreal aims to offers everyone, all over the world, the best of cosmetics in terms of quality, efficacy and safety, to give everyone access to beauty by offering products in harmony with their needs, culture and expectations. • L’Oreal sell the United States to Americans, the United States to the Chinese, Italian elegance to the Japanese, French beauty to Africans, and Japanese chic to Brazilians. • By the late 1990s, L’Oréal and Maybelline were the two fastest growing brands in the U.S.: L’Oréal was perceived as the supremely elegant, high-priced luxury brand, while Maybelline was viewed as a high-quality/low-price value brand. • Lancôme was L’Oréal’s largest and best known premium brand and held 5% of the global premium beauty and personal care market. Lancôme was high-priced and served as the channel for L’Oréal’s most costly and intensive R&D projects. Stakeholders: • Lindsay Owen-Jones, CEO in 1988 • Jean-Paul Agon, current CEO • Eugene Schueller, developed a hair-color formula for L’Oreal • Patrick Rabain, head of consumer products Competitor: • Procter & Gamble, 1st in advertising • Unilever, 2nd in advertising • Revlon • Avon Target Market: • Salons • Beauty Department Store • Personal care / Beauty product users Strategy: • L’Oréal began targeting men in 1999 when it introduced L’Oréal Feria for Men and Casting ColorSpa for Men in 2000. • L’Oréal...
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...The Mobile ‘App’etite 1 Introduction 1.1 Objective This report will explore the topic of mobile advertising, specifically how ready we are to take full advantage of the opportunities it offers. The mobile phone is changing the way we communicate in society. This report will look at the current capabilities and future promise of the mobile phone by analyzing industry opinion and conducting primary research, with a view to determining how the mobile phone is and could be used by an advertiser to improve their connection with their audience. It will look at how successful the advertising on this medium has been to date, what are the advantages, opportunities, limitations and drawbacks of it and how could they potentially be used in the future. Importantly it will then explore the consumer reaction to this capability to determine to what extent they are receptive to receiving information in this manner. The potential of mobile gives the opportunity for new innovative thinking – what combination of, available communication methods e.g. visual text give the most impact on this new medium. The report will therefore investigate how advertisers and hence designers must adapt to successfully take advantage of the mobile phone to ensure that they accommodate this new medium so they continue to effectively connect with their audiences. 1.2 Summary Technological advances have provided the ability for advertisers to start to connect with their audience via their mobile phones....
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...Summary and history The L'Oreal Group: headquartered in Clichy, France, is the world's largest cosmetics and beauty company. L’Oréal has developed activities in the field of cosmetics, concentrating on hair color, skin care, sun protection, make-up, perfumes and hair care. L’Oréal is active in the dermatological and pharmaceutical fields. L’Oréal is also the top Nan technology patent-holder in the United States. It’s run by CEO Susan Davisson. In 1909, Schueller registered his company. In 1920, the small company already employed 3 chemists. By 1950, the research teams were 100 strong; that number reached 1,000 by 1984 and is nearly 2,000 today. L’Oréal got its start in the hair-color business, but the company soon branched out into other cleansing/beauty products. L’Oréal now markets over 500 brands and many thousands of individual products in all sectors of the beauty business: hair color, permanents, styling aids, body and skin care, cleansers and fragrances. L’Oréal Type: Société Anonyme Founded: 1909 Headquarters: Clichy, France Key people: Eugène Schueller, François Dalle, Graham Hedworth, Lindsay Owen-Jones, Jean Paul Agon Industry: Cosmetics Revenue: €14.53 billion (2005) Operating income: €2.266 billion (2005) Net income: €1.639 billion (2005) Employees: 52,080 Slogan: Because you're worth it External analysis Rising packaging costs The cosmetics and personal...
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...------------------------------------------------- L’Oreal’s Global Makeover ------------------------------------------------- Table of Contents Backgrounds 3 Case Problems 4 Before ISIS 5 Case Solution 6 Changes in Business 7 Conclusion 11 Reference 13 Backgrounds L’Oreal Group is the world’s biggest cosmetics and beauty company that has operations in more than 130 countries. Eugene Schueller founded L’Oreal in 1909 with the first originally company locates in France. For more than a century, L’Oreal has grown from a small local firm to a number one cosmetic group in the world. Nowadays, altogether, L’Oreal markets contain 23 global cosmetic brands that classified under five product ranges: Consumer products (products intended for skin care, hair care, hair coloring, make-up and styling products, sold under such brands as L'Oreal Paris, Garnier and Maybelline New York), Professional products (hair care products for use by professional hairdressers, marketed under Kerastase, Redken, Matrix and other brands), Luxury Products (international brand cosmetics, such as Lancome, Ralph Lauren and Cacharel, distributed through selected retail channels), Active Cosmetics (Inneov, Vichy and other brands for sale mainly in pharmacies), and The Body Shop (cosmetics on the basis of natural ingredients) (Bureau van Dijk, 2014). There are more than 67,000 employees working for L’Oreal right now in order to provide such a huge diversity in brands and quality products...
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...Nguyễn Thị Hường Nguyễn Văn Hà – The leader DOVE’S MARKETING STRATEGY ON “REAL BEAUTY” CAMPAIGN I. Theoretical background of marketing. 1. Definition of marketing. There are many definitions of marketing which help us understand clearly about it. In general, marketing is all activities of company, which tend to meet the customer’s needs and suggest their needs in the market, to achieve the business targets of company. It is the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired product/service more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. 2. Characteristics of marketing. Marketing is run in a big scale that is an uninterrupted process which has the beginning, but has not the ending. It means that marketing is started by market researching; detecting the customer’s needs, and providing the products and service which meets those needs. Marketing is the interaction between two factors of the united process. First factor is meeting the current needs of customer. Second factor is suggesting the potential needs. Marketing provides the products and service which the market needs, not provide ones which the company has. It means that are oriented strategies on meeting customer’s needs. 3. The targets of marketing. * Profits: Profit is a measure of the efficiency of enterprise...
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...Table of Contents 1. Introduction 2. Brief History of Amway 3. Global Growth 4. Amway Values 5. Marketing Strategies 6. Conclusion 1. Introduction Amway is an American multinational direct-selling company that uses multi-level marketing to sell a variety of products, primarily in the health, beauty, and home care markets. Its product lines include home care products, personal care products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance and cosmetics. Amway is an abbreviation for "American Way" and was coined in 1959 by company’s founders, Jay Van Andel and Richard DeVos. Short, unique and easy to remember, Amway has been registered as a corporate name and trademark ever since. Today, Amway is a multibillion-dollar international business representing freedom and opportunity to millions of people in more than 88 countries and territories around the world. Amway generates US $ 10.9 billion (Feb’ 2012) in sales at estimated retail through this global product distribution network. The business is built on the simple integrity of helping people lead better lives. It offers over 3 million Business Owners the inspiration to grow those businesses, and work hard to provide new and better ways for them to achieve their life goals. Amway was ranked No.114 among the largest global retailers by Deloitte in 2006, and No.39, 32 and 28 among the largest private companies in the U.S. by...
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...Nava Lucrezia CH 19-20-21-22 row 1 Facebook 1) Facebook has brought a whole new level of personal marketing to the world of business. The social networking web site fulfills people’s desire to communicate and interact with each other and uses that power to help other companies target very specific audiences with personalized massages. The site allows users to create personal profiles with information such as their hometowns, work, educational background, favorite things, and religious affiliation. It encourages them to extend their network by adding other users as friends, and many people try to see how many “friends” they can accumulates. Facebook is fulfilling its mission to give people the power to share and make the world more open and connected. Person marketing is a part of direct marketing, the use of consumer-direct channels to reach and deliver goods and services to customers without using middleman, is crucial nowadays as people’s needs tend to be more specific, so in order to understand them, a one-to-one approach is becoming essential. In addition the traditional channels (such as mass media, rallies, coffee hours, spot TV ads, direct mail) can not guarantee a new and up-to-date way to be know by the audience. People around the world, also politicians and VIPs, use Facebook to push their campaigns and communicate with supporters and fan on a local, personalized basis. Facebook identified its target audience...
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...Sommaire Introduction…………………………………………………………………………………………… …………….. p.2 Historique……………………………………………………………………………………………… ……………... p.3 I- Le marché…………………………………………………………………………………………………… …..p.4 II- L’offre………………………………………………………………………………………………………… ……p.6 1. Consommation……………………………………………………………………………………………………… ……………..p.6 A. Marché de l’homme B. Marché femme C. Marché enfant D. Marché luxe 2. Concurrence………………………………………………………………………………………………………………… ………p.7 A. Concurrence direct B. Concurrence indirect III- La demande…………………………………………………………………………………………………… ... p.11 1. Parfum en général……………………………………………………………………………………………………… …… p.11 2. Parfum des hommes……………………………………………………………………………………………………… … p.12 3. Parfum des femmes……………………………………………………………………………………………………… …. p.13 4. Parfum des enfants et adolescents………………………………………………………………………………….. p.14 IV- La distribution……………………………………………………………………………………………… …. p.23 V- Communication……………………………………………………………………………………………… …p.27 VIRèglementation………………………………………………………………………………………… ………p.28 Bibliographie…………………………………………………………………………………………… …………….. p.30 Introduction Le parfum, produit de l’industrie du luxe, occupe une place importante dans la consommation aujourd’hui. Depuis son apparition, le marché des parfums n’a cessé d’innover pour répondre aux attentes des consommateurs. Si son usage s’est démocratisé au fil du XXème siècle, il reste considéré comme un produit de luxe. Autrefois alimenté par la consommation ordinaire de gens exceptionnels...
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...a share of underlying profits. DAVID JONES WILL ADDRESS THESE CHALLENGES & GROW VIA A “3 POINT STRATEGY” 1. Transformation: The Company is in the process of transforming: • into an Omni Channel Retailer (OCR) modelled on international department store best practice. The Company is investing in technology and realigning its processes & structures. The Company will increase its online SKUs from 9,000 to 90,000 before Christmas 2012. Its OCR offering will integrate the shopping experience across sales channels (i.e. physical stores, web-store, mobile applications, contact centre, social commerce platforms) to enable customers to choose how and when they engage with David Jones, supported by integration and investment in its marketing channels (traditional and digital); • its Customer Service & Engagement...
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...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 plan. Within the context of L'Oreal, Plenitude existed to target consumers of skincare products via the mass market retail channels. Other ranges focused on hair care and 'Lancome' for cosmetic markets. The company's collaboration with channel partners was vital for the products distribution across markets. Relationships were essential with retail partners that ranged from high-class department...
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...INDUSTRY PROFILE Hand & Body Care in France Reference Code: 0164-0114 Publication Date: September 2010 www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: eurinfo@datamonitor.com Datamonitor Middle East and North America Datamonitor PO Box 24893 Dubai, UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena@ datamonitor.com Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: apinfo@datamonitor.com France - Hand & Body Care © Datamonitor. This profile is a licensed product and is not to be photocopied 0164 - 0114 - 2009 Page 1 EXECUTIVE SUMMARY EXECUTIVE SUMMARY Market value The French hand & body care market shrank by 2.4% in 2009 to reach a value of $813.9 million. Market value forecast In 2014, the French hand & body care market is forecast to have a value of $804 million, a decrease of 1.2% since 2009. Market volume The French hand & body care market shrank by 2.9% in 2009 to reach a volume of 96.2 million units. Market volume forecast In 2014, the French hand & body care market is forecast to have a volume of 83.9 million units, a decrease of 12.8% since 2009. Market segmentation I Premium body care is the largest segment of the hand & body care market...
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