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L'Oreal Mini Case Study Presentation
- 2. Introduction “Beauty for all, Beauty for each individual” Global Beauty and Cosmetics Brand • 130 Countries 27 Brands • Revenue: $28.03 Billion (2015)
- 4. Classification 5 Divisions • High end luxury products • Professional hairstyling products • Specialized dermatological products • Mass marketed consumer beauty products • The Body Shop 5 Areas of expertise • Skin care • Hair products • Make up • Hair colouring • Perfumes
- 5. Mission -Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety by meeting the infinite diversity of beauty needs and desires all over the world. “L'Oréal offers beauty for all”
- 6. USP & STP • Brand USP : L'Oréal best caters to the beauty demands of women of different cultures through constant research and innovation • Segmentation : Women of Upper middle class • Target Market: Affluent women of age 27+ and the masses of developed countries • Positioning : Offering High-end brand in beauty & cosmetics
- 7. L'Oréal Sustainability Sustainability Innovating Producing Living Developing Reducing C02 Emissions Sending Zero Waste to Landfills Reduce Water Consumption
- 8. How did L'Oréal become the global leader in Beauty & Cosmetics? Question
- 9. Keys to Success Integrated Marketing Communications (IMC) Strategy • Message Strategy • Creative Strategy • Message Source • Events & Experiences • Interactive Marketing • Local Market Strategies
- 12. The Creative Strategy Content based marketing to develop creative messages and increase brand equity
- 13. The Message Source 35 Diverse International ambassadors
- 14. Events & Experiences To enhance Brand awareness and Brand visibility
- 16. Local Market Strategy Adaptation to different Local Markets and fulfilling local customer requirements
- 17. Global Presence Presence in major geographical regions i.e. USA, Europe, Japan, China, Brazil, India, etc.
- 18. SWOT Analysis • Growing competition • Struggling global economy • Target groups with more potential • Great Market share • Decentralised Organizational Structure • Stiff competition from other brands • High Pricing • R&D and Innovation • High-end advertising • Top Nanotechnology patent holder in US • Huge market Strength Weakness ThreatsOpportunities
- 20. Summary Global leaders in beauty & cosmetics. Presence in 130 countries. Unique IMC strategies. Continuous R&D to provide best beauty products for all the culturally diverse markets. Perfect blend of message strategy, creative strategy and the message source. Various promotional events and sponsorships: to deliver a coordinated message of beauty and self-worth to women at specially targeted levels. Interactive marketing:- Build stronger communications by introducing YouTube beauty Channel – Destination Beauty. Uses content based marketing to develop creative messages which increases Brand Equity.
- 22. Disclaimer Prepared by Nirdesh Madhani, FTE-MSU Baroda, during a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Editor's Notes
- Hello, first of all think!.. What comes to your mind when you here the words ” because you are worth It”? Yes you are true its L’Oreal! So in this presentation we would understand the L’Oreal as a brand and its keys to success.
- “With its ideology of Beauty for all beauty for everyone” L’Oreal is one of the global leaders in the beauty and cosmetics segment with presence in more than 130 countries. In 2015 , L’Oreal generated total revenue of $25.257 billion dollars.
- L’Oreal origins date back to 1909, when a young entrepreneur Eugene Schuller formed a company that sold hair dryers and hair dressers. Over years, through a numerous succesful brand launches and acquisitions, the company has become L’Oreal group. It has global brands such as L’ Oreal paris, Ralph Lauren, Lancome, Garnier, Mabelline new york, Deisel.
- Operates on 5 divisions.. High-end luxury cosmetics, professional hairstyling products, specialized dermatological products, mass-marketed consumer beauty products and the Body Shop brand and cover 5 areas of beauty:- skin care, hair products, make up, hair colouring and perfumes
- L'Oréal offers beauty for all” Respect for the diversity of types of beauty is a constant source of inspiration for L'Oréal's innovation process. For over ten years, with the help of geocosmetics, the group has made listening to consumers and observing beauty rituals around the world a core part of the mission and activities of its Research and Innovation. It aims to create products adapted to everyone, according to individual needs, habits, environment, purchasing power.
- Through constant R&D process L’Oreal tries to create a variety of beauty products which satisfy the changing demands of women of different cultures all over the world. L’Oreal has always been offering affluent women of age 27+ and the masses of developing countries, a high end brand in beauty and cosmetics
- L’Oreal sustainability is a firm stand taken by L’Oreal to show its determination in building a sustainable society. It aims to reduce CO2 emissions from plants as well as transport, sending 0 waste to landfill, reduce water consumption. This initiatives are conducive to a greener earth and hence has abled L’Oreal gain a positive social brand image in the contemporary world.
- Now a question would arise in one’s mind as to how L’Oreal reach such a position in global market?
- Let us understand the keys to success for L’Oreal. According to me, the major key to success for L’Oreal is its unique IMC strategy.
- Integrated Marketing Communications is a simple concept. It ensures that all forms of communicationsand messages are carefully linked together. It aims at integrating all the promotional tools, so that they work together in harmony. L’Oreal uses a rich IMC mix across various communicatoin media.
- With its revolutionary advertising campaign “because you are worth it ” L’Oreal has succeeded in spreading the message for respect and recognition for women. This has helped L’Oreal gain strong customer support.
- Various ads of L'Oréal have a perfect combination of Informational and transformational appeals. L'Oréal has changed the face of beauty marketing through complete integration of its traditional and digital media.
- With the timeless appeal of the slogan “Because you are worth it” L’Oreal has Succeeded in developing a line of celebrity endorsements supported by 35 international ambassadors. Top international celebrities include Jennifer Lopez, Beyonce, Jane fonda. In india l’Oreal has the trio of aishwarya rai, katrina kaif and sonam kapoor as its brand ambassadors. This has helped L’Oreal cultivate a sense of acceptance and incease its credibility.
- In order to gain more visibility and awareness, L'Oréal sponsors and partners events and other such promotional activities. In 2013, L'Oréal had partnered with rent the runway for its campus program that had presence in more than 200 colleges in US with reach over 1.1 billion female students.
- L'Oréal has been creatively using its interactive marketing as apart of its IMC to engage its customers through various media. Ex. It launched a one stop beauty channel” Destination beauty”. This has helped L'Oréal build stronger communications. It has also launched its digital innovation app, Makeup Genius. It allows women to try different looks and products virtually through smart phones.
- L;Oreal has always been adaptive to Local Market trends. All the marketing strategies thus developed have been well received by the customers of the respective market. As a result L'Oréal has been able to reach out the diverse cultural mallets very effectively. Ex. L’Oreal appointed Najwa Karam a top lebanese artist as its brand ambassador for Middle East market. Also they developed specific promotional campaigns for popular festivals. Ex. In 2014 it launched, “So Couture Eid Look campaign”. It has also partnered with online fashion store mooda.com and launched it first e-commerce platform in mIddle East.
- The map shows the major geographical regions where L'Oréal has strong market capitalization.
- Here is the SWOT Analysis . L’Oreal is active in dermatology, toxicology, tissue engineering, and biopharmaceutical research fields and is the top nanotechnology patent-holder in the United States.