Global marketing - Strategies by L'Oreal
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Transcript of Global marketing - Strategies by L'Oreal
5Company Overview
The L’Oreal Group is the world's largest cosmetics and
beauty company
registered office in Paris
They have made cosmetics the focus of all their energy
L’Oréal holds 10.41% of the shares of Sanofi-Aventis, the
world's number 3 and Europe's number 1 pharmaceutical
company
6There Mission:“BEAUTY FOR EVERYONE”
L’Oréal is committed to carrying out its mission to make beauty universal in a sustainable and responsible way. Ranked amongst the 100 most sustainable and ethical companies in the world. To help make the world a more
beautiful place
7Target Segmentation:CUSTOMER CHARACTERISTICS DEPENDING ON CONDITIONS VARIES SUCH AS; DEMOGRAPHIC, GEOGRAPHIC, SOCIOECONOMIC, LIFESTYLE/PERSONALITY.
Demographic Age, marital status, gender
Geographic Global, hemispheric, national, state, city, postal code, climate, rural etc. urban
SocioeconomicIncome, class, vocation, education, religion, ethnicity.
Lifestyle/personalityAttitudes/opinions, interest, tastes and preferences
8Company Marketing Strategies
• CUSTOMER SATISFACTION (PRODUCT; PRICE)
• WORLDWIDE MARKETING (PLACE OF DISTRIBUTION; PROMOTION)
• IMPECCABLE ADVERTISING (PROMOTION)
• PRODUCT DIFFERENTIATION
Main worldwide players
9Market Segmentation in Pakistan:
PAKISTAN’S BEAUTY CARE MARKET IS VAST AND DIVERSE.
DECADES PAKISTAN’S BEAUTY MARKET HAS BEEN DOMINATED BY FMCG COMPANIES SUCH AS PROCTOR & GAMBLE, RECKITT BENCKISER, UNILEVER PAKISTAN (AND OTHERS)
WHEN INTERNATIONAL ‘PURE BEAUTY’ BRANDS HAVE BEEN MADE AVAILABLE IN PAKISTAN IN THE PAST (ESTÉE LAUDER, L’ORÉAL, ETC.), THEY WERE IMPORTED EITHER THROUGH LICENSED DISTRIBUTORS OR GREY CHANNELS, AND WERE THEREFORE NOT MARKETED AT ALL.
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Pakistan’s overall beauty market have been influenced because of these reasons:
• INCREASED MEDIA EXPOSURE AND CHANGES IN LIFESTYLE AND MINDSET INFLUX OF INTERNATIONAL BEAUTY BRANDS
• EXISTING KEY PLAYERS HAVE STEPPED UP THEIR EFFORTS
• NEW LOCAL BRANDS ARE EMERGING
11Promotion strategy of L’Oreal In Pakistan
New Initiative for Promotion Imaginative Musical Promotion: Hiring celebrities Internet Fashion shows
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Porter's five forces analysis for L'Oreal BARGAINING POWER OF SUPPLIER BARGAINING POWER OF BUYER THREAT OF NEW ENTRANTSBoston Matrix of
L'Oreal and its competitors
13Boston Matrix of L'Oreal and its competitors
Star position
Procter and Gamble
Avon cosmetics
Question mark
L'Oreal
Cash cow
Star
No company
15Company Overview
• THE MOST HIGHLIGHTED LOCAL COSMETIC COMPANY
• FACE FRESH CAME INTO EXISTENCE IN 2007 AS A COSMETICS MANUFACTURING COMPANY
• AWARD-WINNING BRAND OF THE YEAR.
• CORE FOCUS IS TO PROVIDE HIGH QUALITY AND EFFECTIVE SKIN CARE PRODUCTS
• INVESTMENT IN THEIR RESEARCH & DEVELOPMENT
16Market Analysis• FACE FRESH COSMETICS HAVE LAUNCHED A COMPLETE LINE OF
PRODUCTS INCLUDING FACE FRESH CLEANSER CREAMS, FACE FRESH FACE WASH, BEAUTY CREAM, BEAUTY SOAP AND WHITENING SOAP
• CLINICALLY PROVEN AND TESTED INGREDIENTS
Target Market• 64% OF THE TOTAL POPULATION OF PAKISTAN RESIDES IN THE
RURAL AREAS
• MEDIUM LEVEL OF INCOME
• WOMEN WERE TARGETED BY THE COMPANY
17Marketing Mix• PLACE
• PRODUCT
• PRICING
• PROMOTIONS
• ADVERTISEMENT
Business Level Strategy--Cost Leadership