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 ***** of: "Whether or not this ***** 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 and skincare market however, *****re is evidence of a growing trend ***** increased competition. This work examines the use patterns of consumers; the demographics of ***** product distribution and ***** in the market. This work will research each brand individually and on a basis of comparis***** as *****. The first initiative of this ***** study ***** be the introduction ***** the products of 'Synergie' and 'Belle Coulor'.

***** Study Objectives

The L'Oreal case study within the scope of this specific study will use the criteria of measurement ***** of: (1) Acceptance within the consumer market; and secondly through: (2) Retailer product acceptance. Reviewed as well will be the criteria of ***** management methods ***** the product ***** and finally sales management *****s that might severe as primary criteria in ********** 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 Netherl*****s. It will be determined ***** the price *****signment to the product should ***** optimally in the low-; mid-; or high-end ***** assignation. Reviewed as well will be issues related ***** 'product promotion' which is inclusive of 'target ***** identification and market positioning of the product ad distribution ***** the ***** to retailers.

I. L'Oreal - Case Study Facts

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

Country Percentage

France: 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)

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

The company's subsidiaries are divided into ***** groups of either 'Minor' or "Major' ***** 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 th***** ***** ability to innovate due to their heavy investment into product research and development which has served to inform the ***** assessment specifically to product introduction toward the end of ********** rec*****ing the company's initial *****. ***** work makes ***** of a '*****


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