Case Study Show - L Oreal
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CASE STUDY SHOWL Oreal GARNIER Fructis Style Strategy
TEAM: Darko Jesic Nela Kolundzija Jovana Kovacevic Natasa Nikolic
L Oral 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 Crateurs de Beaut.) 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.
-Area: 551,670 sq. km. (220,668 sq. mi.)- largest west European country Cities: CapitalParis
Population :62.9 million Annual growth rate :0.6%.
GDP (2006 est.): $1.871 Trillion. Per capita $30,100 (20th)
political- Current elections - Jean-marie Le Pen entered the second round(the Front National (FN) party)
economic-Economic growth is very slow (2% a year, the second slowest in Europe after that of Portugal.).
social-The increase in Islamic fundamentalism in France
technological-A French train with a 25,000horsepower 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).
- France has a rapidly growing immigrant Muslim - Unemployment stands at a population high of 9%. - During French riots in 2005 - In the 2004 referendum -Taxes are among the hundreds of illegal French voters rejected the highest in Europe (50% of immigrants was deported, constitution, revealing the national GDP). torching shops and cars in existing deep crisis in the French . -The French automobile country. industry is playing an essential role in the national economy
MARKET SEGMENTATIONTarget consumer groupsTEENAGERS
PROMOTION STRATEGYteen magazines,public TV,billboards lifestayle magazines,internet,billbo ards
MIDDLE - AGE PEOPLE
daily papers,public TV,billboards direct marketing, public TV,daily papers,
KEY SEGMENTS FDM (food, drug and mass merchandisers) HOTELS HAIR DRESS STUDIOS
PROMOTION ACTIVITIESdeveloping long-term relationships, lottery cards developing long-term relationships, developing long-term relationships, organize Hair Dress Competitions,
Strenghts- large distibutive network - established brand - diversificated product program - well known aroma - good qualified staff - creativity in developing and launching - continuous product innovation
Weaknesses- ecomomy growth - products position in the consciousness of the consumers - lack of marketing promotion
Threats- competitors on the market - price war (e.g. China) - plastic should be banned by 2010 in France - substitutes
-upcoming events for marketing promotions (e.g. Formula 1, Tour de France, Paris Fashion Week )
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 STRONGGEL FIXANT
Fresh hair shampoo
SHAMPOO FOR COLOR HAIR
DRY HAIR SHAMPOO
NEW PACKAGE Travel
Packages smaller bottles products, such as:y
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
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
y y y y
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
NOW GO TO THE SHOPS AND
SEE WHAT YOU NEED.
* LIMITED EDITION