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Management Analysis

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Case Analysis of L’Oreal

Zhang Jiameng

(Bryna)

0930822

Dr. Vijay Patel
2015.12.08

Table of Contents
Overview and History…………………………………………………………….pg3
Current Situation and Major Issue…………………………………...………… pg3
Competitive and SWOT Factors ………….……………………………………..pg4
Major Objective and Why………………………………………………………..pg8
Alternatives and Assessment…………….……………………………………….pg9
Recommendation and Implementation…………………………………………pg10
Work Cited……………………………………………………………………….pg12

I. Overview and History The L’Oréal Group is a French cosmetics and beauty company founded by Eugene Schueller in 1909, headquartered in Clichy, Hauts-de-Seine. It is the world’s largest cosmetics company, which has developed activities in the field of cosmetics, concentrating on hair color, skin care and so on. In 1973, L’Oréal purchased Synthelabo to pursue its ambitions in the pharmaceutical field. Later on, Synthelabo merged with Sanofi in 1999 to become Sanofi-Synthelabo, which merged with Aventis in 2004 to become Sanofi-Aventis. In the same year, L’Oréal acquired Yue Sai. L’Oréal also purchased The Body Shop in 2006 and acquired major Chinese beauty brand Magic Holidings in 2014.
Timeline of L’Oreal Group

II. Current Situation and Major Issues 1. Current Situation 1) Global market: L’Oréal is the world’s largest cosmetics company, with worldwide sales of €19.5 billion in 2010. 2) Chinese market: * L’Oréal is the second largest beauty and skincare player in China and No.1 in the luxury segment. Five of its brands, including Lancôme and Maybelline New York, are No.1 in their respective categories. * However, the acquired Chinese brand- Yue Sai does not perform well. a. No substantial profit b. Barely improved sales 2. Major Issues * L’Oreal wants to expand its market share in China’s cosmetics market but it meets some specific problems on its sub-brand Yue Sai. 1) Strategic decision issue: How should L’Oreal’s new acquired brands be positioned? For Yue Sai, whether it should keep its new lifestyle positioning as the brand of “confident, modern Chinese women”, whether it should be positioned as a Chinese luxury icon symbolizing the nation’s long history and rich heritage, whether L’Oreal should consider another more affordable value position, or even try something totally different. 2) Marketing mix decision issue: a. Promotion issue: Whether L’Oreal should continue with the current TV and press campaign when facing increasing media costs. L’Oreal should think about how to communicate with customers more efficiently. b. Place issue: L’Oreal should select the right channels of distribution based on the market tiers its brands should pursue and consumers should target. For Yue Sai, how should it deal with new distribution channels and engage in franchising to create its own stand-alone stores? c. Price issue: How L’Oreal should price its sub-brands like Yue Sai in China.

III. Competitive and SWOT factors 1. SWOT analysis for L’Oreal Strengths | Weaknesses | 1. World’s largest cosmetics company 2. High market proportion in China 3. Constant research and innovation 4. Strong advertising 5. Diversified products 6. High quality | 1. Decentralized organization structure | Opportunities | Threats | 1. Large population in China 2. Increasing GDP in China 3. Increasing demanding in China | 1. Fierce competition in Chinese market 2. Less efficient acquisitions 3. Increasing promotion costs |
Strengths:
1) World’s largest cosmetics: L’Oreal has worldwide sales of €19.5 billion in 2010. 2) High market proportion in China: L’Oreak is the second largest beauty and skincare player in China and No.1 in the luxury segment. 3) Constant research and innovation: L’Oreal has established a Research and Innovation Centre in Shanghai, and has manufacturing centres in Suzhou and in Yichang, where it produces most of its mass and professional brands. 4) Strong advertising: L’Oreal invites Shu Qi to represent for the company and re-establish the brand’s luxury image. Later on, the company also invested in a major television and print advertising campaign featuring Chinese supermodel Du Juan. 5) Diversified products: L’Oreal encompasses four major beauty categories – hair color, cosmetics, hair care, and skin care, providing high quality for women, men, and children of all ages and ethnicities. 6) High quality: L’Oreal combines the latest in technology with the highest quality for the ultimate in luxury beauty at mass.
Weaknesses:
1) Decentralized organization structure: L’Oreal has so many subdivisions, which is hard for it to control.
Opportunities:
1) Large population in China: China is the most populous nation in the world with over 1.3 billion people 2) Increasing GDP in China: Over the last five year, GDP PPP (Purchasing Power Parity) and GDP per capita PPP of China were increasing and two graphics show continuous increasing trends in the future, which means citizens’ income is increasing and purchasing power becomes stronger. 3) Increasing demanding in China: With increasing disposal income, the younger generation becomes receptive to cosmetics products. Moreover, due to smog, polluted air and water, more consumers use skincare products to protect their skin.

Threats: 1) Fierce competition in Chinese market: Global competitor P&G is the leading brand in Chinese market and Aupres also acquires a reputation for quality and a specific knowledge of Asian skin. Furthermore, Chinese local brands – Herborist and Chcédo also do well, who earns sales of €70 and €165 respectively. 2) Less efficient acquisitions: The post-acquisition of Yue Sai is not so smooth as anticipated. Yue Sai has never turned a substantial profit and sales have barely improved. (€35 million in 2010 vs. €31 million in 2005) 3) Increasing promotion costs: Nowadays, media costs are rising steadily and deteriorating sales limit the advertising and promotion budget SWOT | L’Oreal | Procter & Gamble | Shiseido | Estee Lauder | Strengths | * World’s largest cosmetics company * High market proportion in China * Constant research and innovation * Strong advertising * Diversified products * High quality | * High brand image and visibility * Excellent marketing and advertising * Be active in supporting major sporting and entertainment events * Higher market penetration (many daily necessities) * High investment in R&D | * Diversified products * Numbers of Chinese departments * High investment in advertising and promotion * High investment in R&D * Strong management – market analysis and versatility | * Take social responsibilities - Breast Cancer Awareness program * Powerful marketing techniques * High investment in R&D * Strong brand reputation | Weaknesses | * Decentralized organization structure * Weak on e-commerce * Inappropriate positioned brand -Yue Sai | * Fake products sold under the name of their brands | * Only 5% patented products * Inefficient production cost control | * Lack of concentration regarding customer value * Weak liquidity position | Opportunities | * More people use Internet * Increasing GDP in China * Increasing demand in China | Threats | * Fierce competition in current market * Fluctuated currency exchange rate * Increasing promotion costs | | * Less efficient acquisitions | | Anti-Japanese movement | | 2. Competitor Analysis L’Oreal’s major competitors in China cosmetics market are P&G, Shiseido and Estee Lauder. Although local firms like Shanghai Jahwa and Jala has experienced extremely strong growth, their market shares are not large enough to be L’Oreal’s competitors now. All of these competitors have great reputation in both global and China market. They have diversified products and invest a lot on R&D. As for advertising and promotion, competitors also do a lot. However, P&G has problem with fake products sold under the name of their brands. For Shiseido, only 5% products are patented, which is quite risky. Also, Shiseido has inefficient production cost control, which might influence its profits. Moreover, Estee Lauder faces the lack of concentration on customer value and weak liquidity position. Lastly, as foreign brands in China, all of them can benefit from large population, increasing GDP and increasing demand in China. But they also have to notice the fierce competition nowadays and increasing promotion costs. 1) High-end cosmetics market in China:
L’Oreal has the largest market share with 30% in the High-end cosmetics market, followed by Shiseido with 20%. Estee Lauder has more than 10% market share, while P&G has less than 10%. The rest of the market is occupied by local makers.

2) General cosmetics market in China:
In the whole cosmetics market, P&G is the leading brand with 15.10% market share. L’Oreal occupies the second most market share, 11.10%, which is just slightly less than P&G. The following brands are Shiseido (5.4%), Unilever (4.60%), Amway (3.5%), Mary Kay (3.30%), Estee Lauder (2.1%), Colgate (2.00%), Johnson & Johnson (1.80%) and Shanghai Jahwa (1.7%). Those brands consist of top ten brands in Chinese cosmetics market.

IV. Major Objective and Why 1. Major objective: a. L’Oreal aims to increase its global expansion in the next decade, providing customers with affordable luxury cosmetics. China will contribute a significant portion in L’Oreal’s expansion. 2. Reasons: 1) China Cosmetics Market Analysis:
As the world’s second largest cosmetics market, China’s nation sales of the cosmetics industry has been increasing rapidly all the time, from 60 billion in 2008 to 110 million in 2011. With the tariff reduction after China joined WTO, the tendency that the Chinese cosmetic market internationalization is inevitable. Besides, the Chinese cosmetics market will keep developing based on experts’ predictions.
Revenue of Chinese Cosmetics Market

2) China Customer Analysis:
People are more likely to be attracted by novelty. Due to severe pollution in China recently, people trend to use skincare to protect their skins. Importantly, with increasing income, more people can afford the beauty and skincare products.
V. Alternatives and Assessment
1. Alternatives: * Repositioning Yue Sai as Consumer Product Division, leaving it as its original market image. * Cooperating with some competitors to gain mutual benefits. Maybe, they can invent new cosmetics having traditional Chinese medicines. * Increasing the variability of the distribution channels like e-commerce and stand-alone stores. * Strengthening the advertising by being sponsor of important activities like Olympic Game.
2. Assessment: Alternatives | Assessment | | Advantages | Disadvantages | 1. Repositioning Yue Sai as its original market image | Since Yue Sai already has strong sales, with original market image, it can keep attracting those old customers and customers can also afford Yue Sai. With current customers’ good words, more people might want to try products of this brand. | With more foreign brands come into China market, people gradually prefer to buy foreign brands and may lose interest in Yue Sai, Also, regarding many times of positioning, customers may not trust this brand. | 2. Cooperating with some competitors to gain mutual benefits. | * Maximize the competitive advantages, by differentiating themselves with new products. * Can get access to competitors’ resources. Knowing well about competitors helps L’Oreal prepare well to fight against its competitors. * Have a wider customer range because Chinese customers think highly of products that contain traditional Chinese medicines. | * Potential risk of loosing the trade secret. * Internal management might have conflict. * If new products’ inventions fail, L’Oreal will lose a lot of money and waste much time, human resources. | 3. Increasing the variability of distribution channels | * More customers have assess to purchase L’Oreal’s products * Since younger generation prefers online shopping nowadays, it is another kind of advertising that is low cost. * E-commerce significantly lowers the rent fees and employees’ salaries. * Stand-alone shops also make L’Oreal’s products more visible and assessable. | * Some online stores have much lower prices, which is hard to compete with. * The costs of stand-alone shops are high and some rural areas are not suitable for building stand-alone stores. If the results of sales are not good, those costs can be a large waste. | 4. Strengthening the advertising | * Enhancing the brand awareness. * Giving customer a positive brand image. | * Hard to win the competitive tenders. |

VI. Recommendation and Implementation 1. Recommendation: L’Oreal should position its sub-brands clearly and appropriately such as Yue Sai. Then it can do promotions based on target market and customers and also come up with several strategies to attract more customers. Before dealing with its brands well, other things are useless. 2. Implementation:

a. Segmentation

b. 4Ps strategy

* Product strategy: diversified products Segmentation will be clearly divided according to different targets. * First, it should be divided by the position in the market place. For L’Oreal, it has global high-end brands like Armani, HR and Lancome. These brands should be targeted to mainly rich families and mostly business people with higher income. * Second, some high-end products are popular specifically in certain regions or people because of regional preferences. For example Asian based, American based and European based. * Third, L’Oreal also has intermediate products that have good quality but relatively lower prices. These should be the most part of the market share. This segmentation targets at young office ladies or men and young generations in high school or college, who are potentially becoming luxury consumers. * Price strategy: * Offer discounts and free trial products for new buyers so that potential customers can be attracted (for example, young office ladies, young couples) * Promotion strategy: * Get more involved in Chinese social media and interact more with the public, through this L’Oreal can establish better brand image and customer relationship. (Advertisement can easily been spread on social media.) * Initiate activities that relate to people’s daily life, charity and can help with social problems. * Work with T-mall or JD to directly send products from overseas * Place strategy: * Increase “store-within-a-store” in department stores * Open up own beauty chains to sell products under the brand umbrella * Establish supply chains in new locations for example, in tourism industry, L’Oreal has 57% of retailing in airport shops and 33% in duty-free shops. * Link to online global e-commerce to regain procurement market and deepen market penetration

3. Integrate the managerial and strategic planning | | Integrate the managerial and strategic planning | * Hire Chinese managers to join teams * Hire designers that understand the Chinese context to design the packaging * Starting up long-term programs to penetrate into higher-end as well as tier-2 and tier-3 cities. (Two directions) |

Work Cited
Rind, Chakar. "Estee Lauder SWOT Analysis." Free SWOT Analysis. N.p., 29 Oct. 2010. Web. 07 Dec. 2015.
"Yahoo." Yahoo Image Search. N.p., n.d. Web. 07 Dec. 2015.
"China's Cosmetics Market." Brill’s New Pauly (n.d.): n. pag. Fung Business Intelligence Centre, Apr. 2014. Web.

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