Case Study Show - L Oreal
Transcript of Case Study Show - L Oreal
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