’COZ YOU’RE WORTH IT

CASE STUDY

ABOUT L’OREAL

BRAND PORTFOLIO

Passion Innovation Responsibility Integrity Transparency

BRAND VALUES AND ETHICS

L’Oreal 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

L’Oreal 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 marketing To hit the right audience with the right

product at the right place.

BRAND STRATEGY

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

Precise target marketing Targeting dynamic markets Niche Marketing Psychographic Segmentation Spends 3% of annual sales on R&D

QUESTION AND ANSWERS

Who are L’Oreal’s greatest competitors? Local ,global or both? Why?

Due to1)high market share2)competitive pricing3)loyal consumer base

LOCAL

GLOBAL

GLOBAL AND LOCAL

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

What’s next for L’Oreal on global level? If you were the CEO how would you sustain the company’s 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 strategy”

2)Joint Ventures-would increase company’s market share and profit

It should focus on e-commerce and develop a strong online market

Should launch organic products Can go for ore prospective distribution

Brand Introduction Brand Portfolio Brand values and ethics Brand Positioning Brand Philosophy Advertisement Communication Strategy Questions and Answers

SO WHAT DID WE DISCUSS?

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

DISCLAIMER