L'Oreal of Paris: Bringing "Class to mass" with Plenitude Ana Paula Terzi-Palombo 1) Describe Plenitude's position in the US market in the early 1996. Why has it apparently been less successful in the US than in France when the French "success" formula was used in the US? Because L'Oreal had a commitment with the trade that they would keep investing and supporting its brands financially and considering that P&G had a very strong market position in the "masstige" skin care category
L’oreal of Paris: Bringing “Class to Mass” with Plenitude Group: ThomasTrain (Cindy, Debbie, Juan, Ling Ling, Sherry) Problem Statement - L’oreal Plenitude has been introduced in the US for 8 to 9 years but the brand is still not making any profit. Should L’oreal switch everything to Revitalift which is the ‘star’ product or continue their effort in building the market share of Plenitude by improving it’s value proposition in cleansers and daily moisturisers? Recommendations – The decision is
L’Oreal Nederland B.V.: Introduction of Products from the Garnier Institute of L’Oreal [WITH INSTRUCTOR COMMENTS IN CAPS] 1 Executive Summary & Table of Contents L 'Oreal presently offers the following products in the Netherlands: Plenitude and Recital under the L 'Oreal brand name, and Ambre Solaire under the Garnier Institute brand name. L 'Oreal Nederland has been considering whether to introduce the Synergie skin care line and Belle Couleur hair colorants line into the Netherlands.
the consumer, we want to check whether or not the desired positioning has in fact been achieved. This helps us assess whether the current strategy is on target, or if some “repositioning” is necessary. For example, in “Black and Decker: Power Tools” case,1 management commissioned surveys to • • Obtain tradesmen perceptions of the “overall quality” of 11 brands of tools Compare perceptions of the Black and Decker