The market potential represents the number of persons likely to consume in a given geographic area. The market potential for the cosmetic brand L'Oreal extends to the entire world population, since the number of countries where its products are distributed and the number of segments available to it is 6 billion people. Its turnover on the global cosmetics market is 90.81 billion.
The potential market for L'Oreal in France, for its professional products segment, extends to hairdressers around the world. Its products are used and sold in salons, where clients and customers benefit from the expertise and advice of professionals. Its diverse range of effective and innovative products meets the requirements of hair salons with respect to hair color, shape and sustainable hair care (with brands such as: L'Oreal Professional; Kerastase; Redken, and Matrix).
Through this segment, L'Oreal has partnered with 400,000 hair salons in the world. - Consumer goods: The Company markets its products through retail channels. Its portfolio of complementary brands can develop products that meet everyone's expectations. Its products combine high technology and high added value, at a price that is accessible to most consumers (with brands such as: L'Oreal Paris, Garnier, Maybelline New York; Yue-Sai; Softsheen; Carson; and Club Designers Beauty).
It has a portfolio of prestigious brands, whose products are marketed in selective distribution channels, including department stores, and perfume shops. The Division's brands develop "upscale" products, incorporating the innovations of the search for L'Oreal. Clients and customers recieve personalized advice at the outlets, allowing them to choose the products best suited to their needs (with the brands: Lancome, Biotherm, Helena Rubinstein, Giorgio Armani, Ralph Lauren, Cacharel, Kiehl's, and Shu Uemura).
The dermo-cosmetic branch offers treatments sold in pharmacies and specialist sections of drugstores. The Active Cosmetics Department develops products to ensure consumer safety and effectiveness. Around the world, the Brands are supported by advice from the pharmacist and dermatologist's prescription, thus providing a personalized service to customers (with brands like: Vichy, La Roche-Posay; Inneov).
The market where L'Oreal is positioning itself is a market challenged by three major groups: Procter & Gamble: Established in 1837, Procter & Gamble (P & G) is one of the world's largest consumer goods. Since its inception, P & G has always aimed to provide consumers with safe products, high quality, innovative, that improve their everyday life and respect the environment.
P & G operates in over 80 countries in Europe, America (North / Central / South) and Asia. Its turnover amounted to 39,540 million euros in 2004. The main products sold in France, and in the beauty sector are Oil of Olay, Head & Shoulders, Pantene Pro V, and Hugo Boss.
Beiersdorf: For over 120 years, the Beiersdorf Group is successful because of its constant innovations. In 2004, Beiersdorf Group achieves a turnover of 4,546 million euros and employs more than 18,000 employees worldwide. Beiersdorf is present on 2 main areas: Consumer and pharmaceutical. In the consumer sector, the cosmetics division develops and distributes high technology products for the care and protection of the skin (Nivea), the medical division markets a wide assortment of products for skin hygiene under the brand Elastoplast, market leader in the drugstore supermarkets. In the pharmacy channel, Eucerin Dermatologic Laboratories offer products such as dermo-cosmetics and Onagrine Nobacter.
Tags: study, L'Oreal, analysis, marketing, strategy, products, consumer, range, Maybelline, Procter & Gamble, Bourjois, competing Club creators of beauty, distribution, communication, target consumer, price, product , and advertising
[...] Fashion explaining the composition and use of new products. Decoders Little furniture except a Invest in furniture for (Department stores, few pediments informative L'Oreal and the media for popular) and furniture brands. micro clients. Decorators Invest in furniture and Invest in furniture and (Department stores, informative posters and play posters information. variety stores, some photos. independent) Maximalists L'Oreal invests heavily Play more samples, (Hypermarkets) in all media; they seek coupons and loyalty entertainment and points. Provide structuring the sales entertainment. area by any means. [...]
[...] - L'Oreal's real market: Euros Evolution - Market growth: + - Promising products: By brands: - Lancôme (world's leading brand of luxury cosmetics) + - Biotherm (brand expert skin care): + global growth - Helena Rubinstein (anti-aging skincare, makeup) - Giorgio Armani (perfume) ranked the third largest global brand today. - Ralph Lauren (perfume): international growth + - Cacharel (perfume) with growth two successful World of Amor. With over 5 million bottles sold since its launch, this fragrance is one of the pillars of the brand. [...]
[...] famous people. Promote the image of Further enhance the the company image of the group can convey the values of the group to talk about the company . Use of a communication constantly remind service consumers that the brand exists. Distribution Objectives Activities Justifications L'Oreal is now present in the distribution channels (supermarkets, Consolidate its perfumeries, presence in all Drugstores, Department circuits Stores (Lafayette, Printemps) Hairdressers (salons, specialty stores) and VPC. Growing demand from Increase the share of retailers, more Adapt to the needs of land (POS, demo, flexible brands have a distributors sample, free, gift . [...]
[...] Marketing Plan Product Objectives Activities Justifications The group now operates L'Oreal increases its making every effort to Pursue its growth international expansion strengthen its market strategy. at the heart of this share and establish its strategy. brands in new countries to attract more and more consumers around the world. Pursue a strategy of Innovation and creation Innovation enables a product innovation and of new products for high profile beneficial creation of new L'Oreal is a guarantee to each brand. products. of quality and reputation. [...]
[...] Secondary targets are adolescents and men. The teenagers are using makeup increasingly early. L'Oreal meets their needs with brands Maybelline NY and Beauty Creators Club. More and more men are taking care of themselves, which is why L'Oreal has created a range of treatments tailored to their needs. ⎝ Heart of target area Segments Target Perfumes Men (with the brands Giorgio Armani and Ralph Lauren), Women (with Lancôme and Giorgio Armani), adolescents (with the brand Cacharel) Makeup lines entered Girls and women with moderate buying power (with the brands L'Oreal Paris, NY Mabellyne and Beauty Creators Club). [...]
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