Case Study on L'Oreal Essay

This report is based on the ‘L’Oreal: Expansion in China’ case study. L’Oreal is a successful French cosmetic company that involved into many different international markets. This report will discuss how L’Oreal gets into the Chinese cosmetic Market and the strategic to develop their brand in the Chinese market. L’Oreal acquires two famous Chinese cosmetic brands which are Yue-Sai and Mininurse. It is in order to entrance the market quickly and sales the most suitable products. The aim of this report is to define the challenge L’Oreal has been faced. Then it describes how L’Oreal managing their strategic in Chinese market. In addition, it gives an accommodation which could help L’Oreal overcoming these challenges.

2a) Yue Sai should not associate itself with the L’Oreal brand name. Yue Sai’s new positioning strategy emphasizes Yue Sai’s dedication to providing cosmetics specifically made for Chinese women. Also Yue Sai’s longstanding brand promise that “Nobody knows Chinese skin better than Yue Sai” implies that Chinese cosmetic products should be made by Chinese hands. Any association with a foreign parent company will diminish the effect of that message to Chinese consumers.

The Hedo-Falls shower system is the first of its kind. This kind of shower has not been seen before in the market. It offers something totally unique with no direct competition. No company has been ambitious enough to integrate so much into a device that has remained virtually the same for decades. The developers at Quantum Studio decided to take a chance and tap into a new and exciting market. Their risk paid off greatly. There is no direct competition for the Hedo-Falls shower system at this time, but there is secondary competition, such as other basic shower units.

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

The industry that Lululemen operates in is the Women`s Apparel industry which is a mature, large and fragmented market that has highly sensitive to the economic conditions and trends.

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

The huge success of L'Oreal Plenitude in French as the premium skin product with "class to mass" strategy was the primary reason for L'Oreal to expand the product to US market. The company started to enter the US market skin care in 1989 through mass channel by introducing the entire product line (14 SKU's) that had been developed in France, instead of launching the product one by one. Before Plenitude entered the US market, L'Oreal had had good reputation for its cosmetic and hair product, so the name was critical to sell the products. The company used the same formula "star" system in advertising as in France by putting bulk of dollars on the newest, most technologically advanced product. Even though Plenitude had a

2) Based on your understanding of the situation and the market research data, what is L'Oreal's problem?

big market share, such as Pepsi Cola, Mt.Dew, and so on. I like to drink Coke

New Product Development : the aggressive investment strategy into R&D division led to speed in releasing new products in the market. This gave the company higher ROI returns projections. The faster cycle of innovation led to multiple product availability in the market which led to further increasing the gap between them and the competitions and also the company indulged in manufacturing self brand products rather than Co-branded or Partnerships.

In 2001, the company announced a conscious decision to become more customer focused, and increased the resources allocated to consumer research and marketing. In June 2004, in preparation for its initial public offering on the Hong Kong stock exchange, Li Ning intensified its efforts to achieve transparency and adopt a coherent vision and system of company values. Brand internationalization was incorporated in the business strategy. Company growth was driven by overall growth in the domestic economy and supported by investments in R&D and a stream of new product launches. With significant improvements in design, especially in footwear, it became possible to extract a price premium, and footwear gained increasing importance in Li Ning’s product mix (Exhibit 3).

Skin treatment products are often sold next to the cosmetics, but in reality are not cosmetics themselves. Skin treatment products are created with the purpose to improve the natural condition of the skin rather than purely the aesthetic. Cleansers, astringents, toners, acne medications, sunscreen, and lotion all help the skin stay healthy and free from blemishes. In the past, it used to be that consumers

The needs to contain costs and benefits of leveraging strong brands through acquisitions, merges, alliances, licensing by the big player while attempting to gain a bigger share or to control the market.

Over 3500 products are available in more than 200 countries (The Coca Cola Company, 2013).