Analysing 4 P's of L'Oreal Paris

1. L’Oreal Paris
Submitted to:
Prof. Sameer Mathur
Brand Management, Section B
Amrita Singh (pgp30067)

4. • Established in 1909 at Clichy, France
•• 2000 products, 500 brands, 150 countries
• Cosmetics account for 81%
revenues
• Worlds largest cosmetic brand
• Strategy: Quality, innovation
and geographic expansion
• Biggest beauty
brand in the world
• HQ: Paris, France
• 3 broad
categories: make
up, skin care,
styling and hair
• Official make up
artist for the
Cannes film
festival-17 years
• 35 international
brand
ambassadors

5. Beauty, cosmetic & personal care industry in
India:
4.High popularity of
products customized to
local market needs
3.Driven by culture and
traditions in Bollywood
5.Rise in beauty
awareness
2.Untapped Indian
cosmetics markets
1. Growing retail marker
coupled with multiplied
disposible income

6. Number crunching:
• The Indian cosmetic industry
is worth 950 million USD
• Growing at 15-20% annually
• Pegged at 2.68 billion USD
by 2020
• Growth of cosmetic products
in India is a whopping 60% over
the last 5 years

8. LO’real Paris: Products in India
II) Make up
I) Hair
III) Skin care

9. I) Hair
II) Make up
III) Skin care
• Needs: Anti aging, whitening, UV
protection, hydration and make up
remover
• Brands: Revitalift, Youth Code, White
Perfect, Hydra Fresh, UV perfect,
Go 360
• Product: cleanser, toner, moisturizer, eye
cream, day cream, night cream, scrub.
• Price: INR 99 to INR 999
• Needs: everyday look, glamour look,
perfect finish, tone match
• Brands: Colour Rich, True Match,
Infallible lipsticks, True Liner, Lucent
Magique, Base Magique, Super liner, Pure
Reds, Lash Architect
• Product: mascara, eye shadow, eyeliner,
blush, kajal, BB cream, concealer, lipstick,
lip gloss, lip liner
• Price: INR 225 to INR 995
• Needs: damaged hair, hair fall, rough hair,
nourished hair, dull hair, coloured hair
• Brands: Total Repair , Fall Repair 3X, 6
Oil Nourush, Colour Protect, Nutri Gloss,
Smooth Protect
• Product: shampoo, conditioner, masque,
tonic, masque, serum
• Price: INR 199 to INR 1095

10. Target segment :
Urban classes from all
races
The beauty
conscious
The new gen women : Multi-taskers

11. Brand
ambassado
rs

12. Customized for YOU!!

13. Multi channel approach:

14. Positioning :

15. • Professionally
crafted products
• Delivering high
quality
• Perfection
• Stylized and
iconized
• Element of self
esteem and worth
• Emotional product

16. Emotional connect
Functional
benefit
Perceptual map :
• X axis : How well the
target segment identified
with the brand
emotionally
• Y axis : The quality of
product in fulfilling the
functionality sold for.
• L’Oreal Paris is a
supreme brand acing on
both dimensions.
• Biggest competitor: Mac
The map is based on primary research and verbal discussions with the target segment.

17. Lets dwell into Mac…….

20. Brand
ambassado
rs

21. I don’t care, I love it!!!

22. A quick comparison…..

23. Product category I ) Lip sticks
L’Oreal Paris MAC
• Three types: Lip liner, lip gloss and
lip balm in 9 effects namely glossy,
matte, pumping, satin etc.
• Positioning : Variety in looks, have
“your” signature colour that makes
you confident.
• Price: INR 500- 999
• Brand ambassador: Aishwariya
Rai, Sonam Kapoor, Frieda Pinto
• Five types: Lip liner, lip care, lip
primer, lip pencil, lip gloss and
stick.
• Positioning : Trustworthy,
professional, credible, expensive.
• Price: INR 975- 3300
• Brand ambassador: Ricky Martin,
Kim Kardashian, Madonna,
Rihana

24. Product category I ) Kajal
L’Oreal Paris MAC
• Three types: Mascara, kajal, eye
liner
• Price: INR 500- 999
• Brand ambassador: Aishwariya
Rai, Sonam Kapoor, Frieda Pinto
• Five types: Lash , liner, mascara.
Kohl, fluid line, brow.
• Price: INR 975- 1430
• Brand ambassador: Ricky Martin,
Kim Kardashian, Madonna,
Rihana

25. THANK YOU