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L'Oreal Mini case Study
- 1. Presentation BY: Anusha A. Sharma VNIT NAGPUR
- 2. L’Oréal: Global Cosmetic Brand • Business in 130 countries • 23 global brands • Annual Turnover : 17.5 billion EURO • Only cosmetic company in world to own more than one franchisee
- 3. Area OF EXPERTISE * Skin Care * Hair Care * Makeup *Hair Coloring * Perfume
- 4. Brand Portfolio * Consumer Products * Luxury Products * Professional Products * Active / Pharma
- 5. Strengths of Company Global Presence 66,600 employees across 130 countries 38 factories across the world 5.7 billion operating units in 2011 Good repute in launching innovative products
- 8. COLOUR OF HOPE campaign.. Launched in 2014, campaign raises money for ovarian cancer research.
- 9. Because You’re worth it campaign..
- 10. Maybe she’s born with it”. “Maybe is Maybelline”.
- 11. BRAND STRATEGY Maybelline’s success encouraged embracing different cultures Acquire unknown brands and give facelift. Aggressive Marketing of newer brands and products. Promote as per national Culture. Maintain image by continuous innovation.
- 12. •To keep different brands in one basket and yet maintain the differentiation. CHALLENGE •To hit the right target audience with right product. •Keep research work going at centers in New York and Paris. STRATEGY
- 13. COMPETITORS
- 14. TARGET MARKETING STRATEGY L’oreal targets its focus on a selected group of customers and aims its Marketing efforts and ultimately the merchandise towards the same.
- 15. WONDERCURL IN JAPAN They analyse the needs of customers in different regions and deliver accordingly which earns better revenues for Company.
- 17. Brand Ambassadors in IndiaBRAND AMBASSADORS IN INDIA
- 18. Brand Diversity •Famous for its brand diversity and brand management in different countries and culture. Good R&D •Highly efficient R&D department. •Spending 3% revenue on R&D each Year. •2700 researchers worldwide. Modernized advertising approach •Use celebrities for advertisements. •Programs and events adds more effect to advertisments.
- 19. What’s Next…!! • Enter newer markets • Increase e-commerce sales • Launch more organic products • Innovate and launch new products
- 20. Summary • L'Oreal as global brand. • Brand Portfolio. • Strengths of Company. • Publicity Campaigns • Maybelline Takeover • L'Oreal INDIA. • Future Options
- 21. DISCLAIMERDISCLAIMER Created by Anusha A. Sharma, VNIT Nagpur, during Marketing Management Internship under Prof. Sameer Mathur .
Editor's Notes
- Hello guys, This is Anusha Sharma from NIT Nagpur and today we are gonna talk about a Global Cosmetic brand Loreal Paris focusing primarily on their maeketing strategies , brand portfolios, publicity campaigns etc.
- L’Oreal is a france based company founded in 1909. Today, its a global phenomena with business in 130 countries having well recognised 23 global brands and annual turnover of 17.5 billion euros.
- They hav hair care product like shampoos , skin care products from their-”The body shop”, makeup brands like maybelline,professional hair colours and perfumes under Ralph Lauren.
- The varied portfolio include consumer products that contribute 52% of their portfolio, Luxury products offered in premium stores,professional products such as redken and active dermo cosmetics sold at pharmacies.
- The major strength of the company Is its global presence across 130 companies. With such a widespread business they have their name recognised in almost every corner of the world
- With 23 different brands , they employ approx 67K people across the globe with 5.7 billion operating units in 2011. With 38 factories around the world, the brand’s greatest strength lies in the fact that
- That they keep innovating and launching new products..and everytime make sure that they live upto customer’s expectation andmaintain their reputation in terms of quality of products.
- Loreal believes in giving back to society have been actively involved in social activities recent example being the colour of hope campaign in australia which aimed at raising funds for ovarian Cancer research Foundation.
- Presently They market their beauty products for women under a famous ur Worth it campaign with worthsaying hashtags viral over social media..because ladies..ur worth it.
- Takeover of Maybelline in 1996 was a turning point which pushed the falling revenues of company upwards. Maybelline was a well established US brand that they took over and globalised and this turned out to b a huge success.
- Their prime strategy is to enbrace new cultures while entering newer markets and promote products as per national culture and to acquire unknown local brands and give them a facelift. Aggressive marketing brings success to their new products.
- With such a varied portfolio, they need to maintain differentiation amongst product lines while keeping certain uniformity. They follow strategy of target marketing and believe continuous innovation is key to success.
- This MNC faces global competition from various brands like Jhonson and Jhonson, Proctor and Gamble, Unilever, Avon, Estee Lauder Companies just to name a few
- They have a strategy to understand the local market and customer psychology before entering market and then launch the products that are economically affordable in the region as well as satisfy the customer needs.
- Wondercurl’s success in Japan is a brilliant example that their strategy of analysing market before product launch is fruitful. This product helped asian women to flaunt their curled thick black eyelashes which otherwise looked very simple.
- Loreal expanded its wings to indian market with a 5 point marketing strategy of understanding local needs,launching specific ranges, increasing distribution channels, modifying pricing strategy and reducing additional customer cost.
- They believe in publicizing products through celebrities in the region which can effectively conveince people to buy their products. In india Katrina kaif sonam kapoor and aishwariya rai endorse their products.
- Loreal is famous for its brand diversity with 23 different brands under its banner. They spend a fair 3% revenue on research and innovation per annum which is carried out at paris n new york centers.
- The company can expand its business further by entering newer markets and promote e-commerce sales to reach out to more people and be accessible. At same time they should work on developing organic product range.
- So