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Brand Loreal

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Brand Loreal
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  STRATEGIES OF L’OREAL 1  TABLE OF CONTENTS Introduction ………………………………………………………………….3 The Business……………………………………………………………………………..5Corporate strateies…………………………………………………………………….!The Co p#ete G#o$a# Chaneo%er…………………………………………………….&'S(OT Ana#)sis…………………………………………………………………………&*L’Orea# in India………………………...………………………………………………&+Conc#usion………………………………………………………………………………&, 2  Introduction Eugene Schueller a young French chemist developed an innovative hair color formula,Aureole. He manufactured his on products and sold them to !arisian hairdressers. hecompany as registered in 1#$#. he guiding principle from the %eginning as researchand innovation in the interest of %eauty.&y, 1#'$ had ac(uired 1$$ products and today they are 2$$$ product strong. From the %eginning Eugene as am%itious a%out his company and %y 1#12 the %rands ere foundin Holland, Austria and )taly. )n a fe years the company as distri%uted *S, SouthAmerica , +ussia and Far East. oday, -r/al is present orldide through itssu%sidiaries and agents. oreal started out in hair colour %usiness %ut soon %ranched outinto other cleansing0%eauty products. L’Or-a#’s ce ntury long history is mared ith successes. oday the '$$ %rands of -r/al provide diverse products from hair color, permanents, styling aids, %ody and sincare, cleansers and fragrances. he distri%ution channels are diverse from hair salons to super marets andhypermarets, health and %eauty outlets and direct mail. )n 1#33, outre %eaute a magaine devoted to %eauty and ell %eing of omen aslaunched . he 1#'$s sa the advent of ne and e4citing advertising medium5 themovies. -real made its onscreen de%ut ith the campaign for Am%re Solaire, hichas maing a come%ac on the maret. The G#o$a# Reach O L’Orea# 3  The Business )n the %attle for glo%al %eauty marets, 612.7 %illion 8real has developed a inningformula5 a groing portfolio of international %rands that has transformed the Frenchcompany into the *nited 9ations of %eauty. &lin an eye, and 8real has :ust sold ;' products around the orld, from +eden hair care and +alph auren perfumes to Helena+u%instein cosmetics and ichy sin care. he report shall cover 8real-s presence onthe orld map as ell as its position )ndia since its inception.8real caters to the maret %y folloing the underlined categoriation and has differentstrategies for these product segments.1.<lo%al Strategies2.Strategies in )ndia The /roduct Cateories&.Consu er products he =onsumer !roducts >ivision is dedicated to offering all consumers its hightechnology products at competitive prices through mass?maret retailing channels. he>ivision-s %rands develop haircare, sincare, mae?up and perfume products that meetthe aspirations of all of its customers. he >ivision8s ' international %rands are 8r/al !aris, <arnier, @ay%elline 9e or,Softsheen.=arson and e =lu% des =r/ateurs de &eaut/. './roessiona# products he !rofessional !roducts >ivision is at the service of hairdressers orldide. ur complementary %rands meet the re(uirements of salon professionals in colorants, hair care, te4turing and styling formulas and provide salon customers ith a ide range of innovative, high?performance products. he !rofessional !roducts >ivision of -r/al ismade up of four different %rands5 8r/al !rofessionnel, B/rastase, +eden 'th Avenue 9= and @atri4. *.Lu0ur) products he prestigious %rands of the u4ury !roducts >ivision offer consumers top of the range products. =lients of selective retail outlets Cdepartment stores, perfumeries, travel retailoutlets, and the %rands on %outi(uesD receive personalied advice at the point of sale,ena%ling them to choose the products %est suited to their needs.7
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