...MARKETING REPORT Group: Phan Xuan Linh (77139428) Shyam Mallan (77140430) Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256) CONTENTS INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations...
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... 19 Table 3 21 Executive summary This report refers to an evaluation and recommendations on the current market situation of L’Oreal Paris. A brief introduction of the background of L’Oreal Paris and the product category which L’Oreal Paris exists will be also explained in this report. It includes the general idea of cosmetic industry. Furthermore, this report also indicates the macro and micro environment and major competitors. The most significant factors in macro environment are economic, cultural and demographic forces. In this case, it will be also providing the reason and some evidence that explain how these factors are affecting L’Oreal Paris. Otherwise, for, micro environment, this report only discuss between customer and competitors. Next, there is a significant evaluation of the product analyse with reference to the type of products, the three level of products, the branding strategies, and what types of packing and labelling that L’Oreal Paris provided. In addition, a complete analysis of target segment and how current product influence buyer behaviour and meet difference needs and wants. Later on, L’Oreal Paris needs to consider and build the marketing mix to attract more consumers. It includes a brief evaluation of the price, place, promotion and products. Some recommendations associated with several aspects are also provided at the end of this report. The sources of information were collected from academic journals and text...
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...Abstract L’Oreal was the world largest French-based cosmetic company, achieved successfully in global marketing with businesses in East and Western Europe, North America, Latin America, Asia and some other countries. Later, they spotted on China as a potential cosmetics market due to its extremely high population and entered the Chinese market to compete with other cosmetic brands as a late entrant. This report attempts to discuss on L’Oreal’s expansion in China. For example, in order to speed up the growth in the Chinese market, L’Oreal signed agreements to acquire two famous Chinese cosmetic brands, Yue-Sai and Mininurse. Moreover, according to the contracts, both the founders of Mininurse and Yue-Sai were required to never enter the cosmetics market. Were these problems that affect L’Oreal’s management on the two Chinese brands and its future growth in China? They are to be identified and analyzed in detail. Conclusion and recommendations will be given at the end of the report on how to well manage the two Chinese brands and make sustainable growth in the future. For example, keep the original cosmetics product packaging of Yue-Sai instead of re-packaging it due to the risk of losing brand loyalty. Remain the original core identity of the cosmetics when improving the formula of it. Yet, it is suggested to build up better business strategies for L’Oreal’s development in China in the future. Table of contents Introduction……………………………………………………………………………………………………3 Background...
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...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 understand their consumer purchasing...
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...Task 1 In this report I am going to write what is brand and branding and explain what is meant by brand promotion and include examples. Then I’m going to choose two businesses and write a bit of their background information. Brand is a name, term, design, symbol, or any other feature that recognizes one seller's product different from those of other sellers, for instance L’Oreal because L’Oreal is really different to other cosmetic companies. L’Oreal lunch’s new products ever year which attracts more people because of their logo which is trustworthy that it is know worldwide. Branding is the method involved in creating a unique name and image for product in the consumer’s mind, mainly through advertising campaigns for instance, Apple. Apple is very different to their competitors because before they only used to do computer but as time changed they gave a world record with phones, IPod, music players etc. Apple is a very large business now, known worldwide. Brand promotion is the element of marketing mix which is to advertise the products and release relevant information about the products e.g. price, brand, etc. They also convince people to buy their products e.g. they might use slogans e.g. for L’Oreal the slogan is “Because you’re worth it” represent the product which will help to create a brand loyalty which means the consumer are faithful and prefer to continue to buy the product, for instance shampoo. And for Apple they have a lot of slogan but it change with time...
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...Contents 1. Introduction2 2. Culture2 2.1 L’Oréal in China: Product line 2.1.1 Product line: Facial Skin Care………………………………………………………….2 2.1.2 Product line: Skin Whitening……………………………………………....................3 2.2 L’Oréal in the USA: Product line 2.2.1 Product line: Eyes Makeup……………………………………………………………..4 2.2.2 Product line: Skin Tanned……………………………………………………………....5 2.3 Comparison and analysis………………………………………………………………………..6 2.4 Improvements and recommendations…………………………………………………….8 3. Perception…………………………………………………………………………………………………..9 3.1 TV advertisement in China: New L’Oréal Paris shampoo……………………….10 3.2 Perceptions of customers 3.2.1 Vision Perception…………………………………………………………………………13 3.2.2 Sound Perception…………………………………………………………………………14 3.3 Improvements and recommendations…………………………………………………..14 4. Conclusion………………………………………………………………………………………………...15 References………………………………………………………………………………………………...16 1. Introduction | L’Oréal, which started as a hair coloring business by a French chemist, Eugène Schueller, was established in 1909. By following the guideline, “innovation in the field of beauty ”, L’Oréal has now perceived by worldwide as a multidimensional brand in terms of beauty products. Aside from hair coloring products, the company stretches its product range to make up, skin care, hair care and fragrances. Nowadays, L’Oréal sells its products in approximate 130 countries across five continents (Braizaz, 2014). Cultural learning...
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...market – but it is also these factors that have led it down a path of many problems. This study seeks to identify these problems and the strategic underpinnings responsible for them. To this end, the following line of investigation is used. First, a firm analysis identifies what Shiseido itself regards as core to its identity. Second, an industry analysis seeks to understand the environmental factors that affect its strategic considerations. Lastly, three forces: Expense Management, R&D Expenditures, and Brand Value, are identified and proven to be the primary culprits of Shiseido’s strategic floundering. These factors are investigated and proven to exist by a comparative analysis between Shiseido and its comparable competition (L’Oreal and Kao). Scope and Assumptions of the Study...
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...Introduction This report is based on the ‘L’Oreal: Expansion in China’ case study. L’Oreal is a successful French cosmetic company that involved into many different international markets. This report will discuss how L’Oreal gets into the Chinese cosmetic Market and the strategic to develop their brand in the Chinese market. L’Oreal acquires two famous Chinese cosmetic brands which are Yue-Sai and Mininurse. It is in order to entrance the market quickly and sales the most suitable products. The aim of this report is to define the challenge L’Oreal has been faced. Then it describes how L’Oreal managing their strategic in Chinese market. In addition, it gives an accommodation which could help L’Oreal overcoming these challenges. Background L’Oreal’s background The French company L’Oreal is a giant in cosmetics market that founded in 1907 by Eugene Schueller. The earliest success for L’Oreal is because it got the first hair color formula and then expanded into the field of shampoo and soaps. From the very beginning, L’Oreal decided to export its product to other countries such as Holland, Italy and so on. It entered the US market at 1953. Schueller was died in 1957 and Francois Dalle replaces his post. Although the boss has been change but L’Oreal expanded into overseas markets continuity. In 2004, L’Oreal had 52,000 employees over the world and portfolio of 17 international brands. As shown in the L’Oreal group annual report, the largest market for L’Oreal is still Western...
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...% % !“GARNIER”! Situation%Analysis%% (Skincare%Industry)% STRATEGIC!MARKETING!(20008)! ASSIGNMENT!1! SEMESTER!2,!2013! TUTORIAL:!Wednesday!1J!2pm! TUTOR:!Katherine!Therese! Polson! PREPARED&BY:& ANITA!TANG:!558!433! ELENA!JOKIC:!539!600! EMMA!SMITH:!392!185! PHOEBE!POWELL:!586!589! SHANNON!FARGHER:!587!520! Team%members:%A.T,%E.J,%E.S,%P.P%&%S.F% ! Page%1% Table of Contents EXECUTIVE&SUMMARY&......................................................................................................................................................&3! 1.0&BUSINESS&SCOPE&.........................................................................................................................................................&5! 1.1&MISSION&AND&VISION&.............................................................................................................................................&5! 1.2&PRODUCT&DEFINITION&AND&PRODUCT&CATEGORIES&TARGETED&...............................................................................&5! 1.3&COMPETITORS&........................................................................................................................................................&5! 1.4&MARKET&SEGMENTS&TARGETED&..............................................................................................................................&5! 1.5&TIME/SPACE&BOUNDARIES&................................................................................................
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...product being advertised actually can improve their beauty and that most importantly, they are in need of an appearance enhancement. L’oreal, is one of the world’s largest cosmetic companies coming out of Paris, France. They have succeeded in this field largely due to its marketing, and advertising ads persuading women around the world to purchase their product and instantly become more beautiful. By analyzing their ads and products released in 2010 compared to 2014, it seems as though colors seemed to be the trend. I noticed in their ads, all of their models were marketing bright or bold colors. Whether it was eye shadow, lipstick, and even the color of their hair, it was more fashionable. In today’s advertising I noticed more of the naked/natural look with matching skin tone makeup, black or shadows, and also products promising to reduce wrinkles in older women. In a time of high unemployment, in which older workers may be concerned about age discrimination, this type of advertising can be very effective. According L’oreals annual sales report of 2010, the sales profit came out to 19.5 billion in euros at a +18.6% operating profit. The 2014 annual profit has not been released yet but according to L’oreal, the company reported a 4.8 percent increase in 2013 earnings and said it’s confident of outperforming the global cosmetics market this year! L’oreal reported a sales profit of 22.98 billion in Euros in October, 2014, and an increase in market share. Comparing the sales profits...
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...MARKET SURVEY REPORT ON CUSTOMER SATISFACTION ON [pic] INPARTIAL FULFILLMENT OF DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION M.J.P.R.U, BAREILLY (SESSION: 2010-2011) SUBMITTED TO: SUBMITTED BY: Mrs. Sandhya Tripathi Pragati Dixit IIMS Faculty BBA-VI sem-C 915584 contents: 1. introduction 2. objectives 3. research methodology 4. company profile 5. literature review 6. data presentation and analysis 7. FINDINGS 8. conclusion 9. limitations 10. RECOMMENDATION 11. BIBLIOGRAPHY 12. ANNEXURE INTRODUCTION INTRODUCTION: L’Oreal is the global leader in cosmetics, with 25 brands. They have 5 key areas of expertise − hair care, hair colorants, skincare, make-up and fragrances. There is a huge motive behind the study of L’Oreal. The study will help us to understand the operations which are carried out by L’Oreal. The operations such as marketing strategies, business plans, company at a glance, business structure, management and operating structures , competitors position as...
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...………2 1. Explain the various elements of the marketing process…………………….....2 2. Evaluate the benefits and costs of a marketing orientation for a selected organization………………………………………………………..…............2 3. Show macro and micro environment factors which influence marketing decisions………………………………………………………………….......4 4. Propose segmentation criteria to be used for products in different markets…..5 5. Choose a targeting strategy for a selected L'Oreal’s product………………….6 6. Demonstrate how buyer behavior affects L’Oreal‘s marketing activities in two different buying situations……………………………………………….…….7 7. Propose new positioning for a selected L'Oreal’s product…………………….8 Part III Conclusion………………………………………………………….………10 Part Ⅳ Bibliography……………………………………………………...……….11 Introduction My report is written in the marketing mix of Kraft foods. What I must write is market Orientation and target market. L ' Oreal group is the nearly century-old history of the world's largest cosmetics company, is also one of the Fortune 500.at the same time also is for maximum visibility, the oldest one of the popular cosmetics brand, it mainly produces hair color hair, makeup and skin care products. I will then use 1) Explain the various elements of the marketing process. 2) Evaluate the benefits and costs of a marketing orientation for a selected organization. 3) Show macro and micro environment factors which influence marketing decisions. 4) Propose segmentation criteria to be...
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...Management- PGDM Opp, Law Garden, Ellisbridge, Ahmedabad – 380006, India Phone: 26447636 Fax: 26445958 Website: www.nribm.org CERTIFICATE This is to certify that Mr. Deepak kerai & Hitesh asalaliya Roll No. (P-1322 & P-1302) student of NR Institute of Business Management- PGDM have successfully completed their Summer Internship Project on “A study on consumer preference & usage pattern of cosmetic products in Ahmedabad region” in partial fulfillment for the requirements of the PGDM program. This is their original work and has not been submitted elsewhere. Date: ________________ Place: Ahmedabad Terminology used in report • HDPE Bottles (High-Density Polyethylene) This type of bottles contain very high density type of products and will be harmful to someone if it will pour without safety. So this package will definitely need a safety eye on this. • PET Bottles (Polyethylene Terephthalate) This type of PET bottles contain normally a liquid which is to be used for our cosmetics. And this type of bottles comes in different type of pack. • Mat Pat Carton This mat pat carton is make a light color on carton box, which is very attractive and it’s used of like hair color carton box. • Laminated Carton This laminated carton is taken of Picture on carton box, which is most of the use for Product image make of particular product and easily identify to showing...
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...manufactured according to an ethical code which is opposed to animal testing. The cosmetics franchise is considered to be one of the biggest around the globe with a well established reputation in 54 countries. L’Oreal, the dominant company in the beauty industry, acquired Body shop in 2006. Although Body Shop has become a subsidiary of L’Oreal S.A it still acts according to its own policy, values and ethical code. The acquisition has solved Body Shop’s financial problems and has provided the means for expansion to a bigger market share. Introduction This report will be a SWOT analysis of Body Shop’s retail outlet in Canada Water. It will mainly focus on: • Strength, weaknesses, opportunities and threats of the particular retail outlet. • What was the effect of the acquisition on the particular branch. Findings Strengths • Brand Loyalty – Body Shop is greatly dependent on its brand reputation which is a critical factor in sales. Due to its unique products, it has come out to be seen as one of the most environmentally friendly retailers. • L’Oreal’s support – By being a subsidiary of L’Oreal, Body Shop appears to have an increase in sales. Furthermore, L’Oreal’s experience in advertisement and marketing can boost overall sales. • Niche marketing – Body Shop targets a niche market. By stating that it is not testing its products on animals and by appearing to have an ecological profile, it has appealed to customers with ethical issues. Being the only shop...
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...Journal of Marketing Management Vol. 26, Nos. 1–2, February 2010, 74–89 From an aggregate to a brand network: a study of the ´ brand portfolio at L’Oreal Claude Chailan, International University of Monaco, Monaco Abstract Our purpose is to contribute to the understanding of brand-portfolio management by examining the brand-portfolio strategies of a world-leading company. We started to work on a case study with L’Oreal. Our research ´ focused on two questions: (1) what reasons lead L’Oreal to develop a brand´ portfolio strategy?; (2) how can brand-portfolio management create a higher and stronger level of competitive advantage for this company? The results show that an aggregation of brands is not in itself a brand portfolio. The juxtaposition of brands is one of, but not the sole, element necessary for the development of a brand portfolio, which is a combination of a brand ensemble and key competences born out of organisational savoir-faire. By analysing the evolution of the L’Oreal brand portfolio, this work shows how the brand ´ combination within a portfolio is a key factor for company development, growth, and risk management. It is a crucial phase to understand L’Oreal’s competitive ´ advantage. Keywords brand portfolio; brands; strategic marketing; L’Oreal ´ Introduction Many firms are becoming increasingly concerned with the definition of the relationships between brands within the company as parts of a whole, and with the organisation of these connections within...
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