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 th***** 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. This work examines the use patterns of consumers; the demographics of consumers; product distribution and competition in the market. This work will research each brand individually and on a basis of comparison as well. The first initiative of this ***** study ***** ***** the introduction ***** the ***** 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 ***** ***** finally sales management ********** that might severe as primary criteria in *****sessment of this market. A Marketing 'Mix *****nalysis' will also be conducted in relation to the mix*****g of *****s, pricing, promotion and distribution in the market and *****ally as related ***** ***** market in the Ne*****rl*****s. It will ***** determined whether the price *****signment to the product should be optimally in the low-; mid-; or high-end price assignation. Reviewed as well will ***** issues related to 'product promotion' which is ********** of 'target ***** identification and market positioning of the product ad ***** ***** the ***** to retailers.

I. L'Oreal - Case Study Facts

***** is stated ***** be ***** 'largest cosmetic manufacturer in the entire w*****ld during *****992 with its' headquarters located in Paris... and subsidies..." worldwide. 1992 ***** are stated at: $6.8 billion ***** is am increase of over 12 percent since the previous year. Net profits of ***** ***** st*****ed at $417 million; a 14 ***** increase. Worldwide sales are broken down as follows by country in the following chart labeled Figure 1:

***** Percentage

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

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

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

***** other countries in the world *****

14% (worldwide sales)

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

The company's subsidiaries ***** divided into ***** groups of either 'Minor' or "Maj*****' countries for the purpose of ***** analysis as follows: (1) Major ***** (Engla*****, France, Germany and *****aly; 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 into product research and development which h***** served to inform the ***** assessment specifically to product introduction toward the end of ********** rec*****ing the company's initial *****. ***** work makes analysis of a 'Dutch


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