FOUNDED in PARIS Over a 100 years ago…

By Eugene Schueller

130 COUNTRIES

23 BRANDS..

4 GROUP PRODUCTS

CONSUMER

ACTIVE

PROFESSIONAL

LUXURY

STEPS FOR SUCCESS OF L’OREAL AS A GLOBAL BRAND…

DECIDING WHETHER

TO GO ABROAD.

“Meet the needs of men and women and make beauty

products available to as many people as possible.”

Owen-Jones, ex CEO &

Chairman, L’oreal

WHICH MARKET

TO ENTER?

Developed or

Developing?

How many?

Evaluating

potential markets.

HOW TO ENTER THE MARKET?

Exports

Licensing

Joint ventures

Direct investments

L’oreal became a

player in growing

ethnic hair care

industry when it

purchased and merged

Soft Sheen products

and Carson Products.

DECIDING MARKETING PROGRAM

Global

similarities

and

differences

Marketing

and product

adaptation

E.g.- Wonder curl

mascara in

China.

Global product strategy

Global communication

strategy

Global distribution strategy

DECIDING MARKETING ORGANIZATION

International

Division

Headquarters

at PARIS

RESEARCH AND DEVELOPMENT

14 Research

Centers..

WHAT’S NEXT FOR L’OREAL?

INNOVATION

SUSTAINABILE WAYS

EXPANDING MARKETS

Portfolio

Which market to enter

How to enter the market

Deciding marketing program

Marketing organization

R&D

What’s next

DISCLAIMER Created by Aboli Wanjari, VNIT Nagpur, during a

marketing internship by Prof. Sameer Mathur, IIM

Lucknow.