Transcript
FOUNDED in PARIS Over a 100 years ago…
By Eugene Schueller
130 COUNTRIES
23 BRANDS..
4 GROUP PRODUCTS
CONSUMER
ACTIVE
PROFESSIONAL
LUXURY
STEPS FOR SUCCESS OF L’OREAL AS A GLOBAL BRAND…
DECIDING WHETHER
TO GO ABROAD.
“Meet the needs of men and women and make beauty
products available to as many people as possible.”
Owen-Jones, ex CEO &
Chairman, L’oreal
WHICH MARKET
TO ENTER?
Developed or
Developing?
How many?
Evaluating
potential markets.
HOW TO ENTER THE MARKET?
Exports
Licensing
Joint ventures
Direct investments
L’oreal became a
player in growing
ethnic hair care
industry when it
purchased and merged
Soft Sheen products
and Carson Products.
DECIDING MARKETING PROGRAM
Global
similarities
and
differences
Marketing
and product
adaptation
E.g.- Wonder curl
mascara in
China.
Global product strategy
Global communication
strategy
Global distribution strategy
DECIDING MARKETING ORGANIZATION
International
Division
Headquarters
at PARIS
RESEARCH AND DEVELOPMENT
14 Research
Centers..
WHAT’S NEXT FOR L’OREAL?
INNOVATION
SUSTAINABILE WAYS
EXPANDING MARKETS
Portfolio
Which market to enter
How to enter the market
Deciding marketing program
Marketing organization
R&D
What’s next
DISCLAIMER Created by Aboli Wanjari, VNIT Nagpur, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.
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