L'oreal

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COZ YOURE WORTH ITCASE STUDY

ABOUT LOREAL

BRAND PORTFOLIO

Passion InnovationResponsibilityIntegrityTransparency

BRAND VALUES AND ETHICS

LOreal caters to consumers across all income levels and distribution channels Company has a strong and long-term brand positioning especially within the minds of middle aged women and teenage girls.BRAND POSITIONING

LOreal Paris brand philosophy -BECAUSE YOU'RE WORTH IT L'Oreal Paris provides affordable luxury for people who demand excellence.BRAND PHILOSOPHY

Modernised Approach-Celebrities from different cultures are used as brand ambassadors of the products.Programs and events adds more to the effects of advertisements. ADVERTISING

AN ADVERTISEMENT OF LOREAL SHAMPOO

Relies on testimonial advertising for its communication.Effectively uses known and loved celebrities to endorse its products.Has been effectively engaging consumers from all parts of the world. For instance, it launched Stay Rooted Campaign where consumers where consumers were encouraged to connect with their roots.COMMUNICATION STRATEGY

Company Launched the legendary advertisement campaign Because I am worth it for promotion of a hair color.Extraordinary distribution channel to the US, South America, Russia and the Far East.Diversification into wide range of beauty products.Expanded globally by introducing Maybelline in USA.

MAKING IT A GLOBAL ISSUE

Believes in precise target marketingTo hit the right audience with the right product at the right place. BRAND STRATEGY

Review LOreals brand portfolio. What role have target marketing ,smart acquisitions and R&D played in growing of those brands?

Precise target marketingTargeting dynamic marketsNiche Marketing Psychographic SegmentationSpends 3% of annual sales on R&DQUESTION AND ANSWERS

Who are LOreals greatest competitors? Local ,global or both? Why?Due to-1)high market share2)competitive pricing3)loyal consumer base

LOCALGLOBALGLOBAL AND LOCAL

What has been the key to successful product launches such as Maybellines Wondercurl in Japan?Innovation in Marketing-14 Research centres around the world ,it caters to the local needs of each market.

Whats next for LOreal on global level? If you were the CEO how would you sustain the companys global leadership? 1)GLOCAL!As Gilles Weil said You have to be local and as strong as the best locals ,but backed by an international image and strategy2)Joint Ventures-would increase companys market share and profit

It should focus on e-commerce and develop a strong online marketShould launch organic productsCan go for more prospective distribution

Brand IntroductionBrand PortfolioBrand PositioningBrand PhilosophyAdvertisement Communication Strategy

SO WHAT DID WE DISCUSS?

CREATED BY,SHREYA,LNMIIT DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR,IIM LUCKNOWDISCLAIMER