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

***** Study Objectives

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

*****. ***** - Case Study Facts

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

Country Percentage

*****: 24% (worldwide sales)

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

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

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

14% (***** sales)

Source: L'Oreal Case Study Market Analysis (nd)

The company's subsidiaries are divided into ***** groups of either 'Minor' or "Maj*****' ***** for the purpose of this analysis as follows: (1) Major countries (Engla*****, France, Germany and *****aly; and (2) Minor countries (***** Nederland and nine others)Noted as being a 'critical success factor for the L'Oreal company is th***** ***** ability to innovate due ***** their heavy investment ***** product research and development which ***** served to in*****m the market ***** specifically to ***** introduction toward the end of ********** rec*****ing the company's initial *****. ***** work makes analysis of a '*****


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