Essay - L'oreal Case Study L'oreal Marketing Analysis Case Study Problem Statement...

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L'Oreal Case Study



Problem Statement

The problem addressed in this case study is the question of whether two new mid-priced family brand l*****e Garnier products be offered to Dutch consumers and as well to answer the question of: "Whether or not this ***** should be carefully approached due the comp*****xity of ***** issue due to the fact that L'Oreal already has a prescience in the hair color and skincare market however, *****re is evidence ***** a growing trend of increased competition. Th***** work examines the use patterns ***** consumers; ***** demographics of consumers; product distribution and competition in the market. This work will research each brand individually and on a basis of comparison as *****. The first initiative of this ***** study will ***** ***** introduction of the ***** ***** 'Synergie' and 'Belle Coulor'.

***** Study Objectives

The ***** case study within the scope of this specific ***** ***** use ***** criteria ***** measurement first of: (1) Acceptance within the consumer market; and secondly through: (2) Retailer product acceptance. Reviewed as well will be the criteria of the management methods ***** the product line and finally sales management issues that might severe as primary criteria in assessment of this market. A Marketing 'Mix *****nalysis' will also be conducted in relation ***** the mix*****g of *****s, pricing, promotion and distribution in the market and *****ally as related to the market in the Netherl*****s. It will be determined whether the price assignment ***** the product should be optimally in the low-; mid-; or high-end ***** assignation. Reviewed as well will ***** ***** related to '***** promotion***** which is ********** of 'target ***** identification and market positioning of the product ad ***** of the product to retailers.

I. L'Oreal - Case Study Facts

L'Oreal is stated ***** be the 'largest cosmetic manufacturer in the entire w*****ld during 1992 with its' headquarters located in Paris... and subsidies..." worldwide. ***** ***** are stated at: $6.8 billion which is am increase of over 12 percent since ***** previous year. Net profits of 1992 are st*****ed at $417 million; a 14 ***** incre*****se. Worldwide sales are broken down as follows by country in the following chart labeled Figure 1:

***** Percentage

France: 24% (worldwide sales)

***** & Western Europe (excluding France): 24% (worldwide sales)

Canada & U.S. combined 20% (worldwide *****)

All o*****r countries in the world combined

14% (worldwide sales)

*****: L'Oreal Case ***** Market Analys***** (nd)

The company's subsidiaries are divided into the groups of either 'Minor' or "Maj*****' countries for the purpose of this analysis as *****: (1) Major countries (England, France, Germany and Italy; and (2) Minor countries (the Nederland and nine others)Noted as being a 'critic*****l success factor for the L'Oreal company is this ***** ability to innovate due ***** their heavy investment ***** product research and development which ***** served to inform the market *****sessment specifically to product introduction toward the end of *****fully recovering the company's initial *****. This work makes ***** of a 'Dutch


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