The document outlines a marketing strategy for Garnier to increase its brand presence in the Netherlands market. It recommends launching Garnier Synergie skin care products to target younger women while differentiating it from L'Oreal's Plénitude line. It also suggests reformulating L'Oreal Recital hair color to introduce a semi-permanent option and meet market demands. The implementation plan details preparing for the Synergie launch through advertising, promotions and expanding distribution. Risks are mitigated by positioning the brands for different demographics. Expected results include increased market share and profits for L'Oreal-Garnier in both skin care and hair color categories.
L'oreal is a well-known Brand and Shampoo product category is a mature category. This ppt highlights how L'oreal can come up with new marketing strategies to give a boost to their revenue growth in a mature product category. We have used some analytical marketing models along with some innovative idea to come up with this strategy.
A brand analysis of cosmetic giant L'Oreal. The A comprehensive view on how L'Oreal came to its present form, its business strategies and its tapping into global markets,
L'oreal is a well-known Brand and Shampoo product category is a mature category. This ppt highlights how L'oreal can come up with new marketing strategies to give a boost to their revenue growth in a mature product category. We have used some analytical marketing models along with some innovative idea to come up with this strategy.
A brand analysis of cosmetic giant L'Oreal. The A comprehensive view on how L'Oreal came to its present form, its business strategies and its tapping into global markets,
This was created by Aritra Mondal, VIT Mumbai during a Marketing Management Internship under Prof. Sameer Mathur, Indian Institute of Management, Lucknow
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This is a presentation of mine and my classmate Begüm about the changing makeup patterns of Turkish women and how could L'oreal create a product for that changing environment. This presentation was made to Özlem Hesapçı, Associate Professor of Marketing at Boğaziçi University.
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The current position of the Niche Brand Ex-Nihilo, and the do's and don'ts that follow their decision-making process.
Some marketable ideas for the branding activities of the infamous brand.
This was created by Aritra Mondal, VIT Mumbai during a Marketing Management Internship under Prof. Sameer Mathur, Indian Institute of Management, Lucknow
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
This is a presentation of mine and my classmate Begüm about the changing makeup patterns of Turkish women and how could L'oreal create a product for that changing environment. This presentation was made to Özlem Hesapçı, Associate Professor of Marketing at Boğaziçi University.
Ex-Nihilo - Niche perfumery Business planVivek Sharma
The current position of the Niche Brand Ex-Nihilo, and the do's and don'ts that follow their decision-making process.
Some marketable ideas for the branding activities of the infamous brand.
A look inside L'Oréal's Divisions: Active CosmeticsL'Oréal Talent
Discover the most amazing brand portfolio in Active Cosmetics: Vichy, La Roche Posay, SkinCeuticals, Sanoflore and Roger & Gallet. Learn about Digital & Active Cosmetics and discover the awesomeness of the Dermocosmetics Market.
The Future of Strategy: Building the 21st Century Intelligent OrganizationMarvin Dejean
The road to building a 21st Century intelligent organization has begun. The future of strategy is one of trajectories with multiple paths for competitive advantage. Businesses of the future must learn to adapt to this new and emerging landscape by leveraging the new drivers of success: Technology, Innovation, People & Platforms (TIP2). Get ready to build the Intelligent Organization.
Consumer Journey Mapping: Reaching Patients at Critical Decision PointsKaren Corrigan
How do healthcare consumers choose a provider? What are the touch points or “moments of truth” that most influence their decision to select your healthcare brand? Learn how marketers can use consumer decision journey mapping to develop marketing strategies and engagement tactics to optimize marketing ROI. Using discussion, case studies and interactive tools, participants will gain insights into how consumers seek healthcare providers, understand the critical touch points along the decision journey, and create a consumer decision journey map to focus marketing investments on activities that convert seekers to brand loyal customers.
A view of the customer experience through the consumer journeySKIM
Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving.
Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey.
We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.
BUSINESS MODEL PIVOTS: How Great Organizations Create and Sustain Competitive...Rod King, Ph.D.
It is an illusion to think that our environment is constant, that is, never changing. If the dinosaurs thought like that millennia ago, that must have been a big mistake. Natural environments are open systems and are in a constant state of flux; the business environment is no exception. Consequently, organizations that grow and thrive are once that are adaptive. In today's business parlance, organizations that create and sustain competitive advantage are the ones that "pivot" while maximizing their strengths and opportunities and minimizing their weaknesses and threats.
In the Lean Startup method, the concept of "pivot" refers to a transformation or structural change of a part of a business model. Such a pivot is made when a team faces an apparently insurmountable challenge in its environment. In this presentation, the concept of a pivot is liberally applied. Here a pivot applies to a non-problem-focused change in parts of a business model. In other words, pivots are applied here to generate ideas and hypotheses to be field tested especially with a view to disrupting traditional business models. Such pivots are necessary when designing game-changing business models.
The New Rules Of Early Stage Product DevelopmentRishi Dean
These slides were given as part of a talk I gave, called "The New Rules of Early Stage Product Development", in conjunction with the MassChallenge business plan competition. The goal is to provide a lens by which to understand the forces driving changes to how early stage products are designed, developed, and delivered and how to apply those techniques to one's own product development process.
Business Plan Presentation- " Beauty Salon Parlor "Kazi Reaz Rahman
This Presentation in showed the Business Plan to " Beauty Parlor " name "Beauty Salon Parlor"
I am Kazi Reaz Rahman, Student at University Of Asia Pacific
Dhaka, Bangladesh.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
What Makes Candle Making The Ultimate Bachelorette CelebrationWick & Pour
The above-discussed factors are the reason behind an increasing number of millennials opting for candle making events to celebrate their bachelorette. If you are in search of any theme for your bachelorette then do opt for a candle making session to make your celebration memorable for everyone involved.
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
2. … Increase Garnier’s brand presence in the Netherlands L’Oréal’s Objective Garnier currently offers one product in the Dutch market... How can Garnier successfully grow market presence without negatively impacting L’Oréal’s current market share? 2
3. Increase brand awareness for the Garnier family brands Minimize cannibalization from the introduction of Garnier products Meet the needs of the Dutch market 3 L’Oréal’sDecision Criteria
4. Short-run strategy (0-12 months) Launch GarnierSynergie skin care products Increase L’Oréal Recital’s distribution Long-term strategy (12-36 months) Develop improved products for L’Oréal and Garnier Wait and see with Synergie anti-aging skin care line … Develop products to better suit market’s needs Recommendation 4
6. Netherlands … High per capita income and growing number of working women make this an attractive market Fastest growing population: Age 25 or older segment Increasing number of Dutch women working 29% labor force participation for women (and growing) 4th in per capita income but 6th in per capita spending on cosmetics and toiletries Price conscious 6
7. Dutch Hair Colour Market … Accurate results: a major value driver for Dutch women Volume growing at an annual rate of 15% 46% of Dutch Women used hair colorant (up from 27%) Brand loyal Preference for lighter shades Permanent colorant (73%) Semi-permanent colorants Grew from 12% to 27% Fashion driven Demand for warmer shades 7
8. Dutch Skin Care Market … Demand for products with natural ingredients 2nd-largest sector of Dutch cosmetics Volume growth: 12% Sales growth: 16% 2.5 million Dutch women aged 15 to 65 use skin care products Consumers are brand loyal: Performance matters Loyalty increases with age Products heavily advertised and sold on the basis of brand image Market share determined by share of voice Increased interest in natural products 8
10. Current International Position … Strong showing for both L’Oréal and Garnier L’OREAL GARNIER Largest cosmetics manufacturer worldwide Subsidiaries in over 100 countries $6.8 billion in sales (+12%) $417 million in profits (+14%) Sales breakdown: France: 24% Rest of Europe: 42% Independent operation Belle Couleur Permanent hair color Successful in France for over two decades Market leader Synergie Skin care products Successfully launched in France 10
11. Current Position in Netherlands … Low brand awareness for Garnier 11 Garnier Operates under same division as L’Oréal Currently manages one brand in the sun screen category Minimal brand presence L’Oréal Brand is well perceived by Dutch consumers Plénitude: A mid-market, high quality skin care product Recital: A high-end, high quality hair colouring product Recital is losing market share due to aggressive distribution strategy, private-label brands and salon services
13. L’Oréal Recital … Declining market share due to increasingly competitive market Strengths Current market leader with one-third of the market Weaknesses No clear positioning statement Market share decreasing over the past two years No semi-permanent formulation To protect current market share, L’Oréalshould develop a semi-permanent formula for Recital to meet market demands 13
14. L’Oréal Plénitude … Avoid cannibalization by new product in an increasingly competitive market Strengths Reputation for high quality Anti-aging line appeals to older demographic Weaknesses Unclear differentiation Threat of cannibalization from Synergie To differentiate Plénitudefrom Synergie, L’Oréalshould emphasize its anti-aging benefits to women 35 years and older 14
15. Garnier Belle Couleur … Must be reformulated to meet the needs of the target market Strengths Only product with a strong positioning statement Positioning statement resonates with Dutch women Weaknesses Current colours are too dark for Dutch women Positioning statement is not consistent with results Buying intentions decreased after use Belle Couleur is unable to meet market needs; Garnier should delay its launch until product improvements are made 15
16. GarnierSynergie … Offers a unique value proposition to the target market Strengths Buying intentions increased after use Different positioning from Plénitude Weaknesses Dutch market is very competitive Need to maintain share of voice to maintain market share Garnier should launch Synergie skincarewithout anti-aging line and emphasize natural ingredients that are scientifically proven 16
20. Synergie will be positioned as high-performance, high-value skin care products for women aged 20-35 Reliable Natural Smart Choice Synergie is a worry-free, natural skincare line for young women who care about healthy skin. High Value High Performance Understated 20
21. Synergie and Plénitude will be positioned as high value for women 20 to 35 years old Performance Upper End Middle/ Value High Ellen Betrix Synergie Yves Rocher Plénitude Dr. vd Hoog Oil of Olaz Price High Low Nivea Visage Ponds Dead End Lower End Low 21
22. Synergie and Plénitude will be differentiated on the basis of ingredients and demographics Science- Mature Science Science-Youth Plénitude Ellen Betrix Oil of Olaz Ponds Anti- Aging General Purpose Synergie Nivea Visage Dr. vd Hoog Yves Rocher Natural- Mature Natural-Youth Nature 22
23. Garnier will target the value-conscious segment with Synergie Target consumer profile: Aged 20-35 Recently graduated university and started working Has tried multiple skin care brands with mixed results (not brand loyal) Looking for brand to use with consistent results Value and performance conscious but not brand focused Thinks natural ingredients are better for skin Unfamiliar with technical product descriptions and terms 23
24. The positioning is aligned with capabilities, consumer needs and the competitive landscape Dutch Consumer Needs Growing consumer segment that is value conscious and cares about natural ingredients Competitive Landscape No direct competitor in high-value segment Synergie Positioning Synergie is a worry-free, natural skincare line for young women who care about healthy skin. Company Capabilities “Alliance of science and nature” – natural products that don’t sacrifice performance 24
26. 26 Synergie Pricing Strategy … Mid-range pricing will appeal to value-conscious target market Performance Middle/ Value High Synergie Plenitude Dr. vd Hoog Price Oil of Olaz Low Synergie should be priced below Plénitude to target younger demographic Low
27. 0-2 months 4-12 months 2-4 months Prepare Customize literature Train new hires Create a beauty buzz Educate target market Sell bundling option to retailers Launch time! Free product trials Advertisements 27 Implementation Timeline … Launching Synergie will require a high level of coordination. 1 3 2
28. Increase sales force Training period of two months Define sales incentives Distribution strategy: Leverage current distribution network Grocery stores and chain drug stores in densely populated urban areas Incentivize retailers with L’Oréal-Garnier bundling option 28 1 Prepare for Synergie launch
29. 29 2 Create a beauty buzz Secure optimal shelf space Place near Plénitude Find the face of Synergie Dutch celebrity spokeswoman Educate about benefits of natural ingredients PR efforts with women`s magazines and local TV stations ?
30. Free product samples Mass mailing to select neighbourhoods Local charity events Product demonstrations Shopping malls located near distribution outlets Outdoor advertising Public transit, bus shelters, shopping malls 30 3 Launch time!
32. 32 Risk Mitigation … Differentiate Synergie’s position to maximize market share Cannibalization of Plénitude sales Position Plénitude and Synergie for different target markets Even with some cannibalization, overall L’Oréal-Garnier market share will still increase Highly competitive skin care market First-mover advantage in high-quality, high-value natural segment – gain share before others can enter Emphasis on natural positioning for Synergie – increase reluctance to switch due to possible allergic reaction
33. 33 Risk Mitigation … Reformulate hair colour to better meet needs of market Declining market share for Recital Develop a clear positioning statement and build on position as current market leader Introduce semi-permanent formulation to meet market demands Lost opportunity for mid-range hair colour Still no competitors in the mid-range hair colour market Reformulate Belle Couleur to increase chance of successful launch in future
35. Expected Results … Increase in L’Oréal-Garnier market share and profits Skin Care Hair Colour Dutch skin care market: 2.5 million consumers 56 million guilders 10% market share for L’Oréal-Garnier = 5.6 million guilders Plénitude 5% Synergie 5% 35 Permanenthair colour market: 1.7 million consumers 88 million guilders 30% market share for Recital = 26 million guilders 32 million guilders in revenue 2 million in profits
36. 36 Metrics for Success … Indirect metrics drive top- and bottom-line results
38. Recommendation … Launch Synergie skin care products immediately Synergie (Skin care products) Belle Couleur (Hair colour) Synergie (Cleansing products) Belle (Hair color) Target: Professional women Age 20-35 Price: Mid-range 9.95-16.95 Position: Natural ingredients Affordable quality Promotion: Free product samples Product demonstration Distribution: Leverage L’Oréal’s existing network Expected Results: 10% increase in overall market share for L’Oréal and Garnier combined Darker shades not suitable for Dutch market Negative feedback from test market Trend towards semi-permanent hair colorant Launch Cleansing products Do not launch hair color Synergie (Anti-aging products) Synergie (Skin care products) L’Oréal’sPlénitude promoted as anti-aging product 40% of Dutch population under 25 Only 3% of Dutch women use anti-aging products Do not launch Anti-Aging products 38
Wihtout negatively impacting the loreal market share
CHANGE PICTURE TO BE OF THE NETHERLANDSMore facts:15 million Dutch to 350 Million EU residents5 million Dutch women between ages 15 and 65
CHANGE PICTURE TO BLONDE WOMAN46% in 1989; 27% in 1986French preferred darker shades.
Reformat emphasize recital declining market shareMarket shares are declining... How will we address this? (sameera will talk about that
Successful launch is critical to long-term success and perception of Garnier name
Looking for a brand that is different than her mother’s.
Show price ranges of other products
Assumptions:Skin CareDutch market size 2.5 million consumers (women aged 15-65 who use skin care products)Average 1.5 purchases/consumer/year (text, p. 647: 1 or 2 purchases/year)Average price 15 guilders (price ranges from Exhibit 4)Hair Colour-Market size 1.7 million consumers (5 million x 46% colour their hair x 73% use permanent colour – from text)-Average 4 purchases/year-Average price 12.95 (Exhibit 6)Profit margin = 6.2% (based on overall L’oreal 417 MM in profits on 6.8 B in revenue)
