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Loreal 4ps

L'Oréal uses a comprehensive marketing mix strategy involving its 4Ps - Product, Price, Place, and Promotion. They have a wide range of beauty products across multiple divisions. Their pricing strategy involves premium pricing for luxury products while maintaining value-based pricing for mass market brands. They have a extensive global distribution network and produce locally in key markets like India. L'Oréal promotes its brands through celebrity endorsements, advertising, CSR initiatives, and word-of-mouth marketing.

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Mohit Navalkha
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663 views2 pages

Loreal 4ps

L'Oréal uses a comprehensive marketing mix strategy involving its 4Ps - Product, Price, Place, and Promotion. They have a wide range of beauty products across multiple divisions. Their pricing strategy involves premium pricing for luxury products while maintaining value-based pricing for mass market brands. They have a extensive global distribution network and produce locally in key markets like India. L'Oréal promotes its brands through celebrity endorsements, advertising, CSR initiatives, and word-of-mouth marketing.

Uploaded by

Mohit Navalkha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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L'Oréal's marketing strategy analyses the brand using a marketing mix framework that includes the 4Ps

(Product, Price, Place, Promotion). There are numerous marketing tactics, such as pricing strategy,
promotion planning, and product innovation. These commercial plans, which are based on the L'Oréal
marketing mix, aid in the brand's commercial success.

The marketing strategy used by L'Oréal enables the brand/company to take a competitive position in the
market and accomplish its corporate objectives.

Lets start the loreal marketing and mix to understand its product,price,place and promotion:

L'Oréal Product Strategy:


Loreal has a wide portfolio of brands under them. Analyzing their full portfolio can help you understand
the marketing mix product strategy. They produce items for all categories of cosmetics and beauty
products under four main departments, including

• L'Oréal Luxe : Kiehl’s, Lancôme, Yves Saint Laurent, Ralph Lauren, Giorgio Armani, Diesel, Clarisonic
• Consumer Products division : L'Oréal Paris, Garnier, Maybelline New York, Shampoo
• Active Cosmetics division: Vichy, La Roche-Posay. Sanoflore
• Professional Products division : L'Oréal Professionnel Paris, Kerastase, Matrix
• The Body Shop
All the products are available in different sizes and price range and are produced and innovated based
on consumers preference and need. Without endangering any animals, L'Oréal products are rigorously
tested in accordance with international testing standards.

L'Oréal Price/Pricing Strategy:


The consumer products division brands are distributed in retail channels making it available to the mass
market. They consequently make large revenues from this segment. Since professional products are sold
in salons all over the world and are not extremely expensive, customers who frequent these salons are
prepared to pay for these items. The Luxe division's goods can be purchased online, in own-brand
retailers, cosmetics counters, and even grocery stores. Due to their superior quality and dependability
over rivals, these products do come at a premium price, and buyers are even willing to pay more for
them. For the majority of their products, L'Oréal prefers to maintain value-based pricing methods. By
increasing the number of stock keeping units, L'Oréal is attempting to price its products in India similarly
to those sold elsewhere in the world. In comparison to the local brands, the brand provides high-quality
goods for a slight premium. Thus,  the pricing strategy in the marketing mix of L'Oréal is based on
premium pricing, competition, geography served and product demand.
L'Oréal Place & Distribution Strategy:
Customers around the world can purchase their products based on their various product divisions. In
order to have a significant market presence, L'Oréal also makes sure they have extensive distribution
networks. To expand their brand's presence, they have bought numerous various businesses across the
globe. L'Oréal has expanded over time and is now present in 130 nations across 5 continents. Every one
of their goods is offered at department stores, retail locations, pharmacies, salons, cosmetics shops, own
brand boutiques, and even online shopping portals.
The firm has ensured its presence across all of these online channels thanks to the tremendous rise of
online shopping platforms. L'Oréal has a production facility in Pune with the most effective distribution
system and personnel that is part of its own subsidiary in India. In 300 salons across India, L'Oréal has
trained over 30,000 hairdressers in the use of its products. To promote and market their brand, L'Oréal
has specifically taken up residence in malls and retail establishments in India.

L'Oréal Promotion & Advertising Strategy:


L'Oréal is a global brand, and various levels of advertising are carried out in various nations. Additionally,
they use the powerful slogan "Because we're Worth It" in their advertisements to send a strong message
and draw in clients. The brand uses a forceful marketing mix and promotional approach. It focuses on
young, successful, independent women around the world. Their brand ambassadors include beautiful
and brilliant ladies like Jennifer Lopez, Naomi Watts, Cheryl, and others for various campaigns around
the world. Sonam Kapoor, Katrina Kaif, and Aishwarya Rai Bacchan are L'Oréal brand ambassadors in
India and the faces of the majority of their TV, print, and online commercials.

L'Oréal even use word-of-mouth marketing strategy which has become viral especially in India.
L'Oréal also have various CSR commitments like:

• Project CARE, a programme that promotes civic engagement through a range of social welfare
initiatives in fields like child education, health, safety, and the environment.

• YOUNG WOMEN IN SCIENCE, a programme run in collaboration with UNESCO to support young
women in realising their professional goals in science.

• BEAUTIFUL BEGINNINGS, which aims to provide skilled training to illiterate young women from
underprivileged social groups so they can either open their own salons or work in already established
ones, increasing their level of financial security.

L'Oréal has amassed a sizable global market with the help of all these marketing initiatives. Thus, this
includes L'Oréal's marketing mix.

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