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    L'Oreal Case Study

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    Dung Vũ
    L'Oreal is the 3rd largest cosmetics company with products across five major beauty categories. It has a universal presence but also differentiates products for consumers, professionals, and luxury markets. The document discusses L'Oreal's current target markets, competitors, marketing situation analysis including identification of market gaps, research on consumer segments, and recommendations for an integrated marketing communications approach.

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    L'Oreal Case Study

    Uploaded by

    Dung Vũ
    84 views41 pages
    L'Oreal is the 3rd largest cosmetics company with products across five major beauty categories. It has a universal presence but also differentiates products for consumers, professionals, and luxury markets. The document discusses L'Oreal's current target markets, competitors, marketing situation analysis including identification of market gaps, research on consumer segments, and recommendations for an integrated marketing communications approach.

    Original Description:

    A marketing Case Study for L'Oreal in Hanoi, Vietnam

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    L'Oreal is the 3rd largest cosmetics company with products across five major beauty categories. It has a universal presence but also differentiates products for consumers, professionals, and luxury markets. The document discusses L'Oreal's current target markets, competitors, marketing situation analysis including identification of market gaps, research on consumer segments, and recommendations for an integrated marketing communications approach.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    84 views41 pages

    L'Oreal Case Study

    Uploaded by

    Dung Vũ
    L'Oreal is the 3rd largest cosmetics company with products across five major beauty categories. It has a universal presence but also differentiates products for consumers, professionals, and luxury markets. The document discusses L'Oreal's current target markets, competitors, marketing situation analysis including identification of market gaps, research on consumer segments, and recommendations for an integrated marketing communications approach.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 41

    L’ORÉAL

    COMMUNICATION
    GROUP 5
    NO NAME STUDENT ID

    1 Trương Khánh Linh 1617710089


    2 Hoàng Thùy Linh 1610710079
    3 Lê Thị Mai Linh 1617710080

    4 Hồ Thị Ánh Như 1617710108


    5 Nguyễn Thị Phương 1617710117
    Overview of L’Oreal

    Going to market plan

    Research analysis

    Recommendations
    AN OVERVIEW OF
    L’ORÉAL
    The 3rd
    largest
    cosmetics
    company
    Five major beauty categories

    Hair color Hair care Hair style


    Five major beauty categories

    Cosmetics Skin care


    Product
    Different but not disintegrated
    Consumer products: For teenagers + young women
    Professional products: For hair salons + hairstylists
    Luxury products: For men + women
    Ethical cosmetic and beauty Care Company
    Universalization
    Respecting differences

    10
    Awesome words
    Because key words are great for catching your audience’s attention
    CUSTOMER COMPETITORS COMPANY

    The current target MAC and Clinique Established in Europe


    market: young women and the US.
    and teenage girls, Expanding to Mexico,
    middle-class women Japan and China

    14
    CURRENT SITUATION OF
    L’ORÉAL COMMUNICATION
    GOING TO
    MARKET PLAN
    PRODUCT

    PRICE

    PLACE

    PROMOTION
    Many brands

    4 major divisions:
    L’oreal Luxe
    Consumer Products
    division
    Active Cosmetics division
    Professional Products
    division

    L’oreal products are


    properly tested
    Premium pricing,
    competition, geography
    served and product demand

    Products division brands:


    retail channels

    The Luxe division products:


    supermarkets, cosmetics
    stores, own-brand outlets
    and even online

    Prefers to maintain value-


    based pricing strategies
    Products are made
    available to customers
    worldwide

    Vast distribution
    networks

    Have many different


    companies worldwide

    130 countries in 5
    continents
    Promotions are done at
    various levels in different
    countries

    The campain “Because


    We’re Worth It”

    Aggressive marketing mix


    promotional strategy

    Various CSR
    commitments
    MARKET GAP
    Marketing gap is

    An unmet consumer need or a group of potential customers

    Opportunities for companies to expand customer base

    Identification of gaps in the market is an important step in


    increasing market penetration
    Identifying L’oreal’s market gap

    14 % 12,8 %

    20,2 %
    9,5 %

    8,8 % 13%
    How do
    these
    campaigns
    fill the
    market
    gap??
    A collaboration between
    L’Oréal and McCann
    Worldgroup Deutschland

    The inspiration behind the


    advertisements was
    revealed in a Facebook
    read..
    “To dramatize these facts, McCann created
    print ads that correct the perception of
    women leaders as less then men. To add a
    dose of humor, they directed the ads at men.
    To make then eye-catching, they used actual
    L’Oréal products to build the infographics.”
    Based on an Artificial
    Intelligence-powered
    algorithm

    Aims to customize the


    customer buying process
    At L’Oréal Paris, they
    believe that every woman
    is worth it

    Each year, 10
    extraordinary women are
    chosen
    RESEARCH ANALYSIS
    Data verification
    Customer Segments
    Sex
    Income Female (Preferred)
    10 - 30 millions VND/month

    Age
    Makeup purchase frequency
    18 - 45
    1 - 10 times/3 months

    Location
    Purchase cost per time
    Hanoi
    200.000 - 2.000.000 VND
    Methods

    In-depth Survey
    Observation
    Interview
    Observation

    34
    Observation

    35
    In-depth Interview

    Expected to bring the most reliable results


    95% out of 20 target audiences has consumed or at least
    heard of L’Oreal.
    Quality | Price | Packaging
    Awareness of promotion tools: 12 people know the first
    two promotions

    36
    Survey
    Type: Online
    Response: 201
    94, 5% responding that they have heard of L’Oreal
    ¾ responses feel impressed at the way these promotions
    display

    37
    Limitation 1 The diversity of product lines

    2 The content of promotions

    3 Rational customer
    RECOMMENDATIONS
    Integrated Marketing Communication
    Sell services
    T HThank
    A Nyou!
    KS!

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