CASE STUDY SHOW

L’OrealGARNIER Fructis Style Strategy

TEAM:Darko JesicNela KolundzijaJovana KovacevicNatasa Nikolic

L’Oréal is the world leader in cosmetics.

L’Oreal operates through four divisions:

professional products

consumer products(L'Oreal Paris, Garnier, Maybelline New York,

Softsheen.Carson, and Le Club des Créateurs de Beauté.)

luxury products

active cosmetics

Garnier is a brand that is positive, young at heart, full of energy and fun.

Garnier believes in beauty through nature.

Fructis Style offers high tech styling products that can help tame all hair types.

With Fructis Style you can create and control any style you want.

FRANCE STATISTICS Geography

-Area: 551,670 sq. km. (220,668 sq. mi.)

- largest west European country

Cities: Capital—Paris

PeoplePopulation :62.9 million

Annual growth rate :0.6%.

EconomyGDP (2006 est.): $1.871 Trillion.

Per capita $30,100 (20th)

political economic social technological

- Current elections

- Jean-marie Le Pen entered the second round(the Front National (FN) party)

- In the 2004 referendum French voters rejected the constitution, revealing the existing deep crisis in the country.

-Economic growth is very slow (2% a year, the second slowest in Europe after that of Portugal.).

- Unemployment stands at a high of 9%.

-Taxes are among the highest in Europe (50% of national GDP).

-The French automobile industry is playing an essential role in the national economy

-The increase in Islamic fundamentalism in France

- France has a rapidly growing immigrant Muslim population

- During French riots in 2005 hundreds of illegal immigrants was deported, torching shops and cars in French .

-A French train with a 25,000-horsepower engine and special wheels broke the world speed record for conventional rail trains.

- French MPs have unanimously voted to ban non-biodegradable plastic carrier bags by 2010

- Newest fastest Rail Line in France(Rail Europe is a subsidiary of the French National Railroads (SNCF) and largest North American supplier of European rail travel).

MARKET SEGMENTATION

Target consumer groups AGE PROMOTION STRATEGY

TEENAGERS 15-19 teen magazines,public TV,billboards

URBAN PEOPLE 19-30 lifestayle magazines,internet,billboards

MIDDLE - AGE PEOPLE 30-55 daily papers,public TV,billboards

LOYAL GRANNIES 60+ direct marketing, public TV,daily papers,

KEY SEGMENTS PROMOTION ACTIVITIES

FDM (food, drug and mass merchandisers)

developinglong-term relationships, lottery cards

HOTELS developinglong-term relationships,

HAIR DRESS STUDIOS developinglong-term relationships, organize Hair Dress Competitions,

Strenghts Weaknesses

- large distibutive network - ecomomy growth

- established brand- products position in the consciousness

- diversificated product program of the consumers

- well known aroma - lack of marketing promotion 

- good qualified staff  

- creativity in developing and launching  

- continuous product innovation  

Opportunittes Threats

-upcoming events for marketing

- competitors on the market- price war (e.g. China)- plastic should be banned by 2010 in France

promotions (e.g. Formula 1, Tour de France, Paris Fashion Week ) - substitutes

Vision

Mission

To become a leader on the market and to establish Fructis Style as a sinonime for a beautiful hair look.

We attend to provide promotion and make a package more attractive.

New Collection

“SEE WHAT YOU NEED”

EXTRA STRONG

GEL FIXANT

STRONGGEL FIXANT

ANTIDANDRUFF SHAMPOO

Fresh hair shampoo

SHAMPOO FOR COLOR HAIR

DRY HAIR SHAMPOO

NEW PACKAGE

Travel Packages – smaller bottles products, such as:

Woman Travel Package - Shampoo (75 ml), Conditioner (75 ml), Spray Fixant (50 ml), Mousse (50 ml), Gel (30 ml)

Man Travel Package - Shampoo (75 ml), Wax (30 ml), Gel (30 ml), Pate (30 ml)

NEW PACKAGE

Home packages

Shampoo (400 ml), Conditioner (400 ml), Spray Fixant (400 ml), Mousse (400 ml), Gel (400 ml), Pate (300 ml), Styling Water (250 ml)

NEW PACKAGE

Gift packages

Dry Hair – Shampoo 2in1, Sleek and Shine Styling Water, Pate Modelante

Curly Hair – Spray Fixant, Extra Curls Mousses, Gel Wet Shine

Coloured Hair – Shampoo 2in1,Spray Fixant, Gomme Surf Hair

Man Gift Package – Shampoo, Brillant Gelly, Pure Fix

Travel package

for woman

for man

THANK YOU

NOW GO TO THE SHOPS

AND

‘’SEE WHAT YOU NEED’’….

* LIMITED EDITION