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L'Oreal - Marketing Strategy


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L'Oreal - Marketing Strategy

  1. 1. NETHERLANDS MARKETING STRATEGY<br />Andrew • Cecily • Danielle • David • Ibrahim • Jennifer • Sameera • Tim<br />1<br />
  2. 2. … Increase Garnier’s brand presence in the Netherlands <br />L’Oréal’s Objective<br />Garnier currently offers one product in the Dutch market...<br /> How can Garnier successfully grow market presence without negatively impacting L’Oréal’s current market share?<br />2<br />
  3. 3. Increase brand awareness for the Garnier family brands<br />Minimize cannibalization from the introduction of Garnier products<br />Meet the needs of the Dutch market<br />3<br />L’Oréal’sDecision Criteria<br />
  4. 4. Short-run strategy (0-12 months)<br /> Launch GarnierSynergie skin care products<br /> Increase L’Oréal Recital’s distribution<br />Long-term strategy (12-36 months)<br /> Develop improved products for L’Oréal and Garnier<br /> Wait and see with Synergie anti-aging skin care line<br />… Develop products to better suit market’s needs<br />Recommendation<br />4<br />
  5. 5. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />5<br />
  6. 6. Netherlands<br />… High per capita income and growing number of working women make this an attractive market<br />Fastest growing population: Age 25 or older segment<br />Increasing number of Dutch women working<br />29% labor force participation for women (and growing)<br />4th in per capita income but 6th in per capita spending on cosmetics and toiletries<br />Price conscious<br />6<br />
  7. 7. Dutch Hair Colour Market<br />… Accurate results: a major value driver for Dutch women<br />Volume growing at an annual rate of 15%<br />46% of Dutch Women used hair colorant (up from 27%)<br />Brand loyal<br />Preference for lighter shades<br />Permanent colorant (73%)<br />Semi-permanent colorants<br />Grew from 12% to 27%<br />Fashion driven<br />Demand for warmer shades<br />7<br />
  8. 8. Dutch Skin Care Market<br />… Demand for products with natural ingredients<br />2nd-largest sector of Dutch cosmetics<br />Volume growth: 12%<br />Sales growth: 16%<br />2.5 million Dutch women aged 15 to 65 use skin care products <br />Consumers are brand loyal:<br />Performance matters<br />Loyalty increases with age<br />Products heavily advertised and sold on the basis of brand image<br />Market share determined by share of voice<br />Increased interest in natural products<br />8<br />
  9. 9. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />9<br />
  10. 10. Current International Position<br />… Strong showing for both L’Oréal and Garnier<br />L’OREAL<br />GARNIER<br />Largest cosmetics manufacturer worldwide<br />Subsidiaries in over 100 countries<br />$6.8 billion in sales (+12%)<br />$417 million in profits (+14%)<br />Sales breakdown:<br />France: 24%<br />Rest of Europe: 42%<br />Independent operation<br />Belle Couleur<br />Permanent hair color<br />Successful in France for over two decades<br />Market leader<br />Synergie<br />Skin care products<br />Successfully launched in France <br />10<br />
  11. 11. Current Position in Netherlands<br />… Low brand awareness for Garnier<br />11<br />Garnier<br /> Operates under same division as L’Oréal<br /> Currently manages one brand in the sun screen category<br />Minimal brand presence<br />L’Oréal<br /> Brand is well perceived by Dutch consumers<br />Plénitude: A mid-market, high quality skin care product<br />Recital: A high-end, high quality hair colouring product<br />Recital is losing market share due to aggressive distribution strategy, private-label brands and salon services <br />
  12. 12. Market analysis<br />Company analysis<br />Product lines<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />12<br />
  13. 13. L’Oréal Recital<br />… Declining market share due to increasingly competitive market<br />Strengths<br /> Current market leader with one-third of the market<br />Weaknesses<br /> No clear positioning statement<br /> Market share decreasing over the past two years<br /> No semi-permanent formulation<br />To protect current market share, L’Oréalshould develop a semi-permanent formula for Recital to meet market demands<br />13<br />
  14. 14. L’Oréal Plénitude<br />… Avoid cannibalization by new product in an increasingly competitive market<br />Strengths<br /> Reputation for high quality<br /> Anti-aging line appeals to older demographic <br />Weaknesses<br /> Unclear differentiation<br /> Threat of cannibalization from Synergie<br />To differentiate Plénitudefrom Synergie, L’Oréalshould emphasize its anti-aging benefits to women 35 years and older<br />14<br />
  15. 15. Garnier Belle Couleur<br />… Must be reformulated to meet the needs of the target market<br />Strengths<br /> Only product with a strong positioning statement<br /> Positioning statement resonates with Dutch women<br />Weaknesses<br /> Current colours are too dark for Dutch women<br /> Positioning statement is not consistent with results<br /> Buying intentions decreased after use<br />Belle Couleur is unable to meet market needs; Garnier should delay its launch until product improvements are made<br />15<br />
  16. 16. GarnierSynergie<br />… Offers a unique value proposition to the target market<br />Strengths<br /> Buying intentions increased after use<br /> Different positioning from Plénitude<br />Weaknesses<br />Dutch market is very competitive<br />Need to maintain share of voice to maintain market share<br />Garnier should launch Synergie skincarewithout anti-aging line and emphasize natural ingredients that are scientifically proven<br />16<br />
  17. 17. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />17<br />
  18. 18. 18<br />L’Oréal’sDecision Criteria<br />… Launch Synergie only<br />
  19. 19. Market analysis<br />Company analysis<br />Recommendation<br />Positioning <br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />19<br />
  20. 20. Synergie will be positioned as high-performance, high-value skin care products for women aged 20-35<br />Reliable<br />Natural<br />Smart Choice<br />Synergie is a worry-free, natural skincare line for young women who care about healthy skin.<br />High Value<br />High Performance<br />Understated<br />20<br />
  21. 21. Synergie and Plénitude will be positioned as high value for women 20 to 35 years old<br />Performance<br />Upper End<br />Middle/ Value<br />High<br />Ellen Betrix<br />Synergie<br />Yves Rocher<br />Plénitude<br />Dr. vd Hoog<br />Oil of Olaz<br />Price<br />High<br />Low<br />Nivea Visage<br />Ponds<br />Dead <br />End<br />Lower End<br />Low<br />21<br />
  22. 22. Synergie and Plénitude will be differentiated on the basis of ingredients and demographics<br />Science- Mature<br />Science<br />Science-Youth<br />Plénitude<br />Ellen Betrix<br />Oil of Olaz<br />Ponds<br />Anti-<br />Aging<br />General <br />Purpose<br />Synergie<br />Nivea Visage<br />Dr. vd Hoog<br />Yves Rocher<br />Natural- Mature<br />Natural-Youth<br />Nature<br />22<br />
  23. 23. Garnier will target the value-conscious segment with Synergie<br />Target consumer profile:<br />Aged 20-35<br />Recently graduated university and started working<br />Has tried multiple skin care brands with mixed results (not brand loyal)<br />Looking for brand to use with consistent results<br />Value and performance conscious but not brand focused<br />Thinks natural ingredients are better for skin<br />Unfamiliar with technical product descriptions and terms<br />23<br />
  24. 24. The positioning is aligned with capabilities, consumer needs and the competitive landscape<br />Dutch Consumer Needs<br />Growing consumer segment that is value conscious and cares about natural ingredients<br />Competitive Landscape<br />No direct competitor in high-value segment<br />Synergie Positioning<br />Synergie is a worry-free, natural skincare line for young women who care about healthy skin.<br />Company Capabilities<br />“Alliance of science and nature” – natural products that don’t sacrifice performance<br />24<br />
  25. 25. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />25<br />
  26. 26. 26<br />Synergie Pricing Strategy<br />… Mid-range pricing will appeal to value-conscious target market<br />Performance<br />Middle/ Value<br />High<br />Synergie<br />Plenitude<br />Dr. vd Hoog<br />Price<br />Oil of Olaz<br />Low<br />Synergie should be priced below Plénitude to target younger demographic<br />Low<br />
  27. 27. 0-2 months<br />4-12 months<br />2-4 months<br />Prepare <br />Customize literature <br />Train new hires<br />Create a beauty buzz<br />Educate target market<br />Sell bundling option to retailers<br />Launch time!<br />Free product trials<br />Advertisements<br />27<br />Implementation Timeline<br />… Launching Synergie will require a high level of coordination. <br />1<br />3<br />2<br />
  28. 28. Increase sales force<br />Training period of two months<br />Define sales incentives<br />Distribution strategy:<br />Leverage current distribution network<br />Grocery stores and chain drug stores in densely populated urban areas<br />Incentivize retailers with L’Oréal-Garnier bundling option <br />28<br />1<br />Prepare for Synergie launch<br />
  29. 29. 29<br />2<br />Create a beauty buzz<br />Secure optimal shelf space<br />Place near Plénitude<br />Find the face of Synergie<br />Dutch celebrity spokeswoman <br />Educate about benefits of natural ingredients<br />PR efforts with women`s magazines and local TV stations<br />?<br />
  30. 30. Free product samples<br />Mass mailing to select neighbourhoods<br />Local charity events<br />Product demonstrations<br />Shopping malls located near distribution outlets<br />Outdoor advertising<br />Public transit, bus shelters, shopping malls<br />30<br />3<br />Launch time!<br />
  31. 31. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />31<br />
  32. 32. 32<br />Risk Mitigation<br />… Differentiate Synergie’s position to maximize market share<br />Cannibalization of Plénitude sales<br />Position Plénitude and Synergie for different target markets<br />Even with some cannibalization, overall L’Oréal-Garnier market share will still increase<br />Highly competitive skin care market<br />First-mover advantage in high-quality, high-value natural segment – gain share before others can enter<br />Emphasis on natural positioning for Synergie – increase reluctance to switch due to possible allergic reaction<br />
  33. 33. 33<br />Risk Mitigation<br />… Reformulate hair colour to better meet needs of market<br />Declining market share for Recital<br />Develop a clear positioning statement and build on position as current market leader<br />Introduce semi-permanent formulation to meet market demands<br />Lost opportunity for mid-range hair colour<br />Still no competitors in the mid-range hair colour market<br />Reformulate Belle Couleur to increase chance of successful launch in future<br />
  34. 34. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />34<br />
  35. 35. Expected Results<br />… Increase in L’Oréal-Garnier market share and profits<br />Skin Care<br />Hair Colour<br />Dutch skin care market:<br />2.5 million consumers<br />56 million guilders<br />10% market share for L’Oréal-Garnier = 5.6 million guilders<br />Plénitude 5%<br />Synergie 5%<br />35<br />Permanenthair colour market:<br />1.7 million consumers<br />88 million guilders<br />30% market share for Recital = 26 million guilders<br />32 million guilders in revenue  2 million in profits<br />
  36. 36. 36<br />Metrics for Success<br />… Indirect metrics drive top- and bottom-line results<br />
  37. 37. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />37<br />
  38. 38. Recommendation<br />… Launch Synergie skin care products immediately<br />Synergie<br />(Skin care products) <br />Belle Couleur<br />(Hair colour)<br />Synergie<br />(Cleansing products) <br />Belle<br />(Hair color)<br />Target:<br />Professional women<br />Age 20-35<br />Price:<br />Mid-range<br />9.95-16.95<br />Position:<br />Natural ingredients<br />Affordable quality<br />Promotion:<br />Free product samples<br />Product demonstration<br />Distribution:<br />Leverage L’Oréal’s existing network<br />Expected Results:<br />10% increase in overall market share for L’Oréal and Garnier combined<br />Darker shades not suitable for Dutch market<br />Negative feedback from test market<br />Trend towards semi-permanent hair colorant<br />Launch Cleansing products<br />Do not launch hair color<br />Synergie<br />(Anti-aging products) <br />Synergie<br />(Skin care products) <br />L’Oréal’sPlénitude promoted as anti-aging product<br />40% of Dutch population under 25<br />Only 3% of Dutch women use anti-aging products<br />Do not launch Anti-Aging products<br />38<br />
  39. 39. Questions<br />39<br />