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Tapping into global markets

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IIIT Bhubaneswar

A powerpoint on global success of the cosmetic giant- LOr辿al. Made for internship project under Prof.Sameer Mathur, IIM Lucknow.

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LOREAL PARIS
LOREAL Eug竪ne Paul Louis Schueller founded the company in the year 1909. Head office in Paris It has its presence in 140 countries 89,300 employees ≒25.84 Bn in sales A global flotilla of 34 complementary brands.
SEGMENTS OF PRODUCTS 48.1% :-Consumer Products Accessible products that change consumers' everyday routines and beauty rituals 30.8%:-LOr辿al Luxe Higher end products for the affluent customer segment 13.6%:-Professional Products Formulated products for studio professionals. 7.5% :-Active Cosmetics Beauty products generally available in pharmacies, taking dermatological conditions into consideration Sales
Marketing Strategy 1. Follows direct expansion strategy 2. Follows waterfall approach 3. Generates buzz with the all-time famous tag BECAUSE YOURE WORTH IT
Tapping into global markets
1)Acquiring local beauty brands all over the world. It was with this in mind that LOr辿al purchased Gemey in the United States (1974), then Maybelline (1994), Jade in Germany (1995), and the Japanese brand Shu Uemura (2000).
Tapping into global markets
3)Spending 3.5% of annual sales on Research and Development centers. Innovation will play a vital role in making products that meet the requirements of buyers across these highly varied markets. To this end, L'Or辿al now has R&D centers in Brazil, China, Japan and the US.
Tapping into global markets
4)Local marketing They use influencers to affect customers in various segments. In September last year, LOreal signed up five British beauty bloggers as influencers to create online content for its products. By collaborating with A-list celebrity endorsers. Partnered up with many fashion shows and TV shows Offers special treatment to loyal customers through salons and lounges.
5)Specific positioning of product on a specific market segment. 6)Higher distribution channel
Tapping into global markets
Studying consumers of various demographics to suit their needs. They work on forward invention- Creating a new product to meet a need in one country L'Or辿al Color Riche has ambassadors from different countries to attract customers.
MATRIX made a genuine breakthrough in India in 2005. MATRIX has conquered the small hair salon sector where few, if any, professional products were used in the past.
Tapping into global markets
1)Promising future in Asia, Africa and Latin America 2)Optimizing Digital Marketing . Creating more apps to strengthen online presence. 3)Brand extensions
COMPETITORS Unilever P&G Est辿e Lauder STEPS TO BE CONSIDERED.. More print ads in the countries where there is less number of digital media. Expanding The Body Shop Line as eco-friendly is the new buzz. Working more in the L'Or辿al professional front, by partnering with more hair stylists and salons.
1.About LOr辿al 2.Product division 3.Marketing strategy of LOr辿al 4.How is LOr辿al successful in market 5.Keys to successful product launches of LOr辿al 6.Whats next for LOr辿al 7.Competitors and few steps which could be considered for expansion.
DISCLAIMER This presentation is made to fulfill requirements for the summer internship under Prof. Sameer Mathur. NAMOONA NAYAK IIIT,BBSR
Tapping into global markets

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Tapping into global markets

  • 2. LOREAL Eug竪ne Paul Louis Schueller founded the company in the year 1909. Head office in Paris It has its presence in 140 countries 89,300 employees ≒25.84 Bn in sales A global flotilla of 34 complementary brands.
  • 3. SEGMENTS OF PRODUCTS 48.1% :-Consumer Products Accessible products that change consumers' everyday routines and beauty rituals 30.8%:-LOr辿al Luxe Higher end products for the affluent customer segment 13.6%:-Professional Products Formulated products for studio professionals. 7.5% :-Active Cosmetics Beauty products generally available in pharmacies, taking dermatological conditions into consideration Sales
  • 4. Marketing Strategy 1. Follows direct expansion strategy 2. Follows waterfall approach 3. Generates buzz with the all-time famous tag BECAUSE YOURE WORTH IT
  • 6. 1)Acquiring local beauty brands all over the world. It was with this in mind that LOr辿al purchased Gemey in the United States (1974), then Maybelline (1994), Jade in Germany (1995), and the Japanese brand Shu Uemura (2000).
  • 8. 3)Spending 3.5% of annual sales on Research and Development centers. Innovation will play a vital role in making products that meet the requirements of buyers across these highly varied markets. To this end, L'Or辿al now has R&D centers in Brazil, China, Japan and the US.
  • 10. 4)Local marketing They use influencers to affect customers in various segments. In September last year, LOreal signed up five British beauty bloggers as influencers to create online content for its products. By collaborating with A-list celebrity endorsers. Partnered up with many fashion shows and TV shows Offers special treatment to loyal customers through salons and lounges.
  • 11. 5)Specific positioning of product on a specific market segment. 6)Higher distribution channel
  • 13. Studying consumers of various demographics to suit their needs. They work on forward invention- Creating a new product to meet a need in one country L'Or辿al Color Riche has ambassadors from different countries to attract customers.
  • 14. MATRIX made a genuine breakthrough in India in 2005. MATRIX has conquered the small hair salon sector where few, if any, professional products were used in the past.
  • 16. 1)Promising future in Asia, Africa and Latin America 2)Optimizing Digital Marketing . Creating more apps to strengthen online presence. 3)Brand extensions
  • 17. COMPETITORS Unilever P&G Est辿e Lauder STEPS TO BE CONSIDERED.. More print ads in the countries where there is less number of digital media. Expanding The Body Shop Line as eco-friendly is the new buzz. Working more in the L'Or辿al professional front, by partnering with more hair stylists and salons.
  • 18. 1.About LOr辿al 2.Product division 3.Marketing strategy of LOr辿al 4.How is LOr辿al successful in market 5.Keys to successful product launches of LOr辿al 6.Whats next for LOr辿al 7.Competitors and few steps which could be considered for expansion.
  • 19. DISCLAIMER This presentation is made to fulfill requirements for the summer internship under Prof. Sameer Mathur. NAMOONA NAYAK IIIT,BBSR