Essay PreviewMore ↓
The case to consider is L'Oreal Nederland B.V. The birth of the L'Oreal began back in 1907 when, a young French chemist, Eugène Schueller, developed a new hair-color formula that was considered to be safe for hair. The new hair dye was named Auréole. "Eugène Schueller formulated and manufactured his own products, which he then sold to Parisian hairdressers. In 1909, Schueller registered his company, the Société Française de Teintures Inoffensives pour Cheveux ("Safe Hair Dye Company of France"), the future L'Oréal. The guiding principles of the company that would become L'Oréal were put into place from the start: research and innovation in the interest of beauty."(Wikipedia, L'Oreal) By 1920, this developing company employed 3 chemists and by 1950, the research team had grown to a 100 and has continued to grow to nearly 2,000 today. "L'Oréal got its start in the hair-color business, but the company soon branched out into other cleansing/beauty products. L'Oréal now markets over 50 brands and many thousands of individual products in all sectors of the beauty business: hair color, permanents, styling aids, body and skin care, cleansers and fragrances. They are found in all distribution channels, from hair salons and perfumeries to hyper- and supermarkets, health/beauty outlets, pharmacies and direct mail." (Wikipedia, L'Oreal) From the very beginning L'Oreal was founded on strong research and development techniques and today it has five worldwide research and development centers. "Two in France: Aulnay and Chevilly. One in U.S.: Clark, New Jersey. One in Japan: Kawasaki, Kanagawa. In 2005, one established in China: Shanghai." (Wikipedia, L'Oreal)
The Netherlands L'Oreal subsidiary is facing the new challenge of introducing two products under the Garnier name brand (a product line under L'Oreal) in order to start building up customer awareness in that particular region. According to our text, both products have been marketed successfully in France and the director, Yolanda van der Zandle needs to make the decision of whether or not to market one or the other or both (Cravens, 2002, pp. 135). Some test research has been done in the Dutch market so she is asking her marketing manager, Mike Rourke to review these test results and get back to her with his recommendations.
The first product to consider is the Synergie skin care line. The following criteria were to be examined; (1) Skin Care Market (2) Competition (3) Consumer Behavior and (4) Market Research.
How to Cite this Page
"L'Oreal." 123HelpMe.com. 14 Oct 2019
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Strengths: Through direction from Owen Jones and his hard-charging American management style, L’Oreal has gone through a transformation from a European based cosmetics company to a world leader in the cosmetics industry. L’Oreal’s particular skill is to buy local cosmetics brands, give them a facelift, and export them around to world. Their good brand management is about hitting the right audience with the right product, through a very carefully crafted portfolio. Each brand is precisely positioned to fill a certain market or product niche.... [tags: Business Analysis]
1404 words (4 pages)
- Recognizing the increasing rate of obesity in both children and adults Effortless Innovations, was founded with the goal of decreasing the obesity rate of both children and adults by providing quality exercise equipment for both children and their parents that promote physical activity both indoors and outdoors. Due to the recent increase in the popularity of video games, our company is forced to compete with them in order to make our products more appealing to our target market. It is a trampoline that is surrounded by a protective covering to prevent accidental injury.... [tags: essays research papers]
2345 words (6.7 pages)
- DATA ANALYSIS AND INTERPRETATION 1) MAKE THE PRODUCT’S COST LESS PAINFUL TO THE THE CUSTOMER The value of a rupee to each consumer is different, i.e in economics terms it is said that marginal utility of money for each consumer is different. Therefore it makes it difficult for the marketer to make consumers part with their money. Before Flipkart, e-commerce was done by credit /debit cards, where the payment had to be done on the time of placing the order. Offering high discounts (which is a common in e-commerce) many considered this risky and a potential fraud.... [tags: flipkart, cash on delibery, e-commerce]
2105 words (6 pages)
- 1.0 EXECUTIVE SUMMARY 2.0 INTRODUCTION TO CORPORATE GOVERNANCE AND SOCIAL RESPONSIBILITY As a result of modern corporate scandals and rapid development of international business environments, social responsibility (SR) has become a key aspect of corporate competitive contexts. (Brammer, Williams and Zinkin, 2007). Businesses are under increasing pressure to incorporate SR amongst their profit-driven aims and have become increasingly accountable for their social and environmental actions. Increased interest in CSR developed in the mid 1990s as consumers began to lack their former trust in companies due to both environmental and financial scandals and it became noticeable that society was m... [tags: Social Responsibility Essays]
3628 words (10.4 pages)
- The Art of Applying Make-up Some people say applying make-up is just another thing us women do so we can spend money on "something". I say applying make-up is an art. There are so many ways to "color your canvas". Someone can be dramatic and daring, sexy and sultry or just that everyday plain old neutral. You can achieve so many different looks using make-up. It's really unbelievably indefinite how much make-up can change a person. What other ways can you think of to make a housewife into a daringly bodacious babe.... [tags: Papers]
809 words (2.3 pages)
- One in three women will not leave the house without a complete face of makeup applied. They use about six to eight beauty products every morning and spend about 20 minutes a day applying them. Totaled, this equals over a year of a woman’s life. On average, women eighteen and older spend about one hundred and forty four dollars a year on beauty. The annual expenditures worldwide for cosmetics is about eighteen billion, making beauty an extremely lucrative market. With thousands of different cosmetic brands, the competition is very heated for consumer loyalty and attraction of new customers.... [tags: Cosmetics, Human skin color, Beyoncé Knowles]
1042 words (3 pages)
- History of M.A.C M.A.C was originated from Toronto; it was a result of a brainstorming session by well-known makeup artist and photographer Frank Toskan and beauty salon owner Frank Angelo to launch a makeup line. Their aim was to fulfil their professional needs while conducting shoots in studios. They were frustrated because of the lack of colours available to use on a professional level. M.A.C home ground is Canada. The two entrepreneurs cooked up cosmetics and sold it to different hair salons.... [tags: Market, Promotion, Makeup]
1772 words (5.1 pages)
- The outside world “You have any college in mind that you will apply to, Ngan?” It was another normal day of my senior year in high school: ten of us who were applying for U.S colleges formed a special group after class, cramming SAT and writing essays together. “Yeah. I have my list of White schools here already. I want a school with very few or no Vietnamese students, you know. Do you want to check it out?” I hesitated as she waved the paper casually in front of me. “Just take it out a little bit,” whispered a faint voice in my head.... [tags: Race, Racism, Discrimination, Human skin color]
1292 words (3.7 pages)
- A few decades ago television consisted of a small number of channels, today however there are more different channels than one can watch in a full day. Because a media company’s number one goal, like every other corporation, is to earn the largest profit possible, media companies use segmentation to target niche audiences. Moreover, fragmentation—the large increase in the number of channels—has also created niche audiences. So, what’s the big deal with fragmentation and audience segmentation.... [tags: essays research papers]
1978 words (5.7 pages)
- commercial art The contemporary commercial art and design of today has no doubt been created through the heavy influences of 20th century art. Most corporations who advertise on a large scale look back to the most influential art of the past century when creating their ads. It's almost impossible to walk the city streets without being bombarded by billboards with crafty designs and catchy phrases. With a little research though, it's fairly easy to find that the basis of this commercial art can be found in the art of the last one hundred years.... [tags: essays papers]
1042 words (3 pages)
Based on the test results presented in the text, I do not believe the company should market either product but if forced to choose I would recommend only introducing the Synergie line under the Garnier brand. If the main goal is to try to build customer awareness for the Garnier line of products then even this product may be able to do this. Although the sales could be considerable less in the beginning allowing for the customer loyalty to build up, at least the product would be getting favorable response from consumers. As opposed to the Belle Couleur, which marketed on the premise it covers gray and failed to deliver. As well as the Dutch consumers were looking for a hair color that would give them lighter hair tones in contrast to the French consumers who liked the darker shades that Belle Couleur was known for. The real challenge in evaluating this case was determining whether or not increased sales was the real motivation in introducing one or two new products or building up a customer base for the Garnier line of products. I felt it was more along the lines of starting to get some name recognition for this new brand name under L'Oreal and that is why I felt it was safer to go with the Synergie skin care rather than the Belle Couleur that produced results of customer dissatisfaction.
1. Cravens, D.W, Critttenden, V.L, and Lamb, C W. (2002). Strategic Marketing Management. New York, NY: McGraw-Hill.