Global Marketing strategies by L'Oreal (by considering Pakistani grounds)

1. ‫الرحيم‬ ‫الرحمن‬ ‫هللا‬ ‫بسم‬
"IN THE NAME OF GOD, THE MOST GRACIOUS, THE MOST MERCIFUL."
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2. Presentation by
- AMMAR SIDDIQUE
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3. Agenda :
1) INTRODUCE TWO COMPANIES
2) THEIR MARKET STRATEGIES
3) EVALUATE
4) RECOMMENDATIONS
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4. L’Oreal
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5. Company Overview
 The L’Oreal Group is the world's largest cosmetics and
beauty company
 registered office in Paris
 They have made cosmetics the focus of all their energy
 L’Oréal holds 10.41% of the shares of Sanofi-Aventis, the
world's number 3 and Europe's number 1 pharmaceutical
company
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6. There Mission:
“BEAUTY FOR EVERYONE”
L’Oréal is committed to carrying out its mission to make
beauty universal in a sustainable and responsible way.
Ranked amongst the 100 most sustainable and ethical
companies in the world. To help make the world a more
beautiful place
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7. Target Segmentation:
CUSTOMER CHARACTERISTICS DEPENDING ON CONDITIONS VARIES SUCH AS; DEMOGRAPHIC,
GEOGRAPHIC, SOCIOECONOMIC, LIFESTYLE/PERSONALITY.
Demographic
Age, marital status,
gender
Geographic
Global, hemispheric,
national, state, city,
postal code, climate,
rural etc. urban
Socioeconomic
Income, class, vocation,
education, religion,
ethnicity.
Lifestyle/personality
Attitudes/opinions, interest,
tastes and preferences
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8. Company Marketing
Strategies
• CUSTOMER SATISFACTION (PRODUCT; PRICE)
• WORLDWIDE MARKETING (PLACE OF DISTRIBUTION;
PROMOTION)
• IMPECCABLE ADVERTISING (PROMOTION)
• PRODUCT DIFFERENTIATION
Main worldwide players
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9. Market Segmentation
in Pakistan:
 PAKISTAN’S BEAUTY CARE MARKET IS VAST AND DIVERSE.
 DECADES PAKISTAN’S BEAUTY MARKET HAS BEEN DOMINATED BY
FMCG COMPANIES SUCH AS PROCTOR & GAMBLE, RECKITT
BENCKISER, UNILEVER PAKISTAN (AND OTHERS)
 WHEN INTERNATIONAL ‘PURE BEAUTY’ BRANDS HAVE BEEN MADE
AVAILABLE IN PAKISTAN IN THE PAST (ESTÉE LAUDER, L’ORÉAL, ETC.),
THEY WERE IMPORTED EITHER THROUGH LICENSED DISTRIBUTORS OR
GREY CHANNELS, AND WERE THEREFORE NOT MARKETED AT ALL.
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10. Pakistan’s overall beauty market have
been influenced because of these reasons:
• INCREASED MEDIA EXPOSURE AND CHANGES IN LIFESTYLE AND MINDSET
INFLUX OF INTERNATIONAL BEAUTY BRANDS
• EXISTING KEY PLAYERS HAVE STEPPED UP THEIR EFFORTS
• NEW LOCAL BRANDS ARE EMERGING
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11. Promotion strategy of
L’Oreal In Pakistan
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 New Initiative for Promotion
 Imaginative Musical Promotion:
 Hiring celebrities
 Internet
 Fashion shows

12. Porter's five forces
analysis for L'Oreal
 BARGAINING POWER OF SUPPLIER
 BARGAINING POWER OF BUYER
 THREAT OF NEW ENTRANTS
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Boston Matrix of
L'Oreal and its
competitors

13. 13Boston Matrix of L'Oreal and
its competitors
Star position
Procter and Gamble
Avon cosmetics
Question mark
L'Oreal
Cash cow
Star
No company

14. Face fresh
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15. Company Overview
• THE MOST HIGHLIGHTED LOCAL COSMETIC COMPANY
• FACE FRESH CAME INTO EXISTENCE IN 2007 AS A COSMETICS MANUFACTURING
COMPANY
• AWARD-WINNING BRAND OF THE YEAR.
• CORE FOCUS IS TO PROVIDE HIGH QUALITY AND EFFECTIVE SKIN CARE PRODUCTS
• INVESTMENT IN THEIR RESEARCH & DEVELOPMENT
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16. Market Analysis
• FACE FRESH COSMETICS HAVE LAUNCHED A COMPLETE LINE OF
PRODUCTS INCLUDING FACE FRESH CLEANSER CREAMS, FACE FRESH
FACE WASH, BEAUTY CREAM, BEAUTY SOAP AND WHITENING SOAP
• CLINICALLY PROVEN AND TESTED INGREDIENTS
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Target Market
• 64% OF THE TOTAL POPULATION OF PAKISTAN RESIDES IN THE RURAL
AREAS
• MEDIUM LEVEL OF INCOME
• WOMEN WERE TARGETED BY THE COMPANY

17. Marketing Mix
• PLACE
• PRODUCT
• PRICING
• PROMOTIONS
• ADVERTISEMENT
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Business Level Strategy
--Cost Leadership

18. PESTLE Analysis
 POLITICAL
 SOCIAL
 TECHNOLOGICAL
 LEGAL
 ENVIRONMENTAL
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19. BCG Matrix 19

20. Recommendations:
 1. Improving Perceptions
 2. Focused Advertisements
 3. Extending Product Line
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21. Thank you
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