L’Oreal of ParisConsumer Research / Customer Analysis - First Moment of Truth / Second Moment of Truth ...Because You’re Worth It

Position in US Market - Bad?

Who is Gaining / Losing? Why?

Moisturizer CleanserPlenitudeOlayAlmayNiveaNoxemaNeutragenaAlpha-HydroxSea BreezeClean & Clear

+2.3-10.1-0.8+1.4n/a-1.8+5.4n/an/a

Change in Market Share (1991-1995)

52% Growth

+0.2-3.1-0.7n/a-1.3+1.3n/a

+8.9+6.7

30% Growth

Mojo in France! Stinko in US?

ConversionTrialAwareness UsersRetention

What works in France and US?

The French!What else?

I may not be better than other people, but at least i am different.

Different Cultures - Different Needs

Visions Cookware...

So durable that you can melt a metal pan in it - you won’t burn the pot if you forget the food!

You can see the food and make the perfect meal!

Positioning vs Brands

Worst value for the dollar?

Least technologically advanced?

Positioning vs Brands

Strengths for L’Oreal Plentitude?

Plentitude dominates nothing on the map!

Positioning vs Users

Who is the Love Group?

Who buys “Class to the Mass”?

I want glamour and sophistication without paying department store prices

...I am a STRIVER!

Ring True with Love Group?

How’s the 1st Moment of Truth?

How’s the 2nd Moment of Truth?

Sell through the eyes of the LoveBuild a gap analysis using the research...

Attitudes about FeaturesDon’t Value Do Value

Does Well

Does Poorly

Perceptions about L’Oreal Plentitude

What does the Love Group love that others don’t get?

How do we need to adjust the “marketing mix” for the US Market?

Sell through the eyes of the LoveBuild a gap analysis using the research...

Attitudes about FeaturesDon’t Value Do Value

Does Well

Does Poorly

Perceptions about L’Oreal Plentitude

Strength of L’Oreal Brand

Name

Leading TechnologyEasy Availability

Wide VarietyNew Fun Products

Simple Product LineHelpful Packaging

Great ValueEasy to Use

Ads that Connect

Not oily / greasy

Masstige

Class to Mass: Positioning Statement

For [target end user]who needs [compelling reason to buy]the [product name] is a [product category]that provides [key benefit].

Unlike [main competitor],the [product name] provides [key differentiation].

Class to Mass: Recommendations

Simplify LineNew PackagingNew Products

What should we fix in the marketing mix?

Learning Points

1. Consumer NEEDS and how heart connects with

head may be different for different cultures2. Marketing extends to the whole marketing mix

product, place, price, promotion, packaging ...not just to how we advertise

3. Identifying the Love Group and fleshing-out a Gap Analysis will provide answers to marketing problems

4. Financial analysis, consumer research and customer analysis provide insight, but also help companies make decisions and move forward