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 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, there is evidence of a growing trend ***** increased competition. This work examines the use patterns of consumers; the demographics of consumers; product distribution and ***** in the market. This ***** will research each brand individually and on a basis of comparis***** as *****. The first initiative of this case study will be the introduction ***** the ***** of 'Synergie' and 'Belle Coulor'.

***** Study Objectives

The ***** case study within the scope of this specific ***** ***** use the criteria ***** measurement ***** of: (1) Acceptance within ***** 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 ********** that might severe as primary criteria in ********** of this market. A Marketing 'Mix *****nalysis' will also be conducted in relation ***** the mixing of products, pricing, promotion and ***** in the market and *****ally as related to ***** market in the Netherlands. It ***** be determined ***** the price assignment to the product should ***** optimally in the low-; mid-; or high-end ***** assignation. Reviewed as well will be issues related ***** '***** ********** which is inclusive of 'target market identification and market positioning of the product ad distribution ***** the ***** to retailers.

I. L'Oreal - Case Study Facts

***** is stated ***** be ***** 'largest cosmetic manufacturer in the entire world during 1992 with its' headquarters located in Paris... and subsidies..." worldwide. 1992 ***** 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 percent increase. Worldwide sales are broken down as follows by country in the following chart labeled Figure 1:

Country Percentage

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

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

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

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

14% (worldwide sales)

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

The company's subsidiaries ***** divided into the groups of either 'Minor' or "Major' countries for the purpose of ***** analysis as follows: (1) Major ***** (England, France, Germany and Italy; and (2) Minor countries (the Nederland and nine others)Noted as being a 'critical success factor for the L'Oreal company is th***** company's ability to innovate due ***** their heavy investment ***** product research and development which ***** served to inform the ***** *****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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