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 th***** ***** should be carefully approached due the complexity of ***** issue due to the fact that L'Oreal already has a prescience in the hair color ***** skincare market however, there is evidence of a growing trend ***** increased competition. This work examines the use patterns of consumers; ***** demographics of consumers; product distribution and ***** 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 ***** ***** introduction of the ***** of 'Synergie' and 'Belle Coulor'.

***** Study Objectives

The ***** ***** study within the scope of this specific study will use the 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 ***** management methods of the product ***** and finally sales ***** ********** that might severe ***** primary criteria in assessment of this market. A Marketing 'Mix Analysis' ***** also be conducted in relation to the mixing of products, pricing, promotion ***** ***** in the market and *****ally as related to the market in the Netherlands. It will ***** determined whether the price assignment to the product should be optimally in the low-; mid-; or high-end price assignation. Reviewed as well will be issues related ***** '***** promotion' which is ********** of 'target ***** identification and market positioning of the product ad distribution of the product to retailers.

I. L'Oreal - Case Study Facts

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

Country Percentage

France: 24% (worldwide sales)

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

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

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

14% (worldwide sales)

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

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


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