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 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 of 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 comparison as *****. The first initiative of this ***** study will be ***** introduction ***** the ***** of 'Synergie' and 'Belle Coulor'.

Case Study Objectives

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

*****. L'Oreal - Case Study Facts

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

***** Percentage

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

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

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

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

14% (***** sales)

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

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


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