Professional Documents
Culture Documents
Group members : ANKUR SHARMA HARSHIT SULTANIA NEHA JOSHI PALLAVI ARUN
POSITIONING STRATEGIES: Most Innovative High quality Advanced products Affordable price Only cosmetic brand in the world that has products in all segments consumer,luxury,professionalandpharmacuetical.
DISTRIBUTION STRATEGY: Through agents and consignments to US, South America, Russia, Far-East CONCENTRIC DIVERSIFICATION: Hair color Styling aids,cleansers,fragrances,body and skin cosmetics etc.
HORIZONTAL INTEGRATION: Acquisition of Maybelline, red ken, Ralph Lauren, Soft Sheen Carson
MARKET DEVELOPMENT STRATEGY: Develop strategies for Maybelline lipstick in Japan RELAUNCHING BRANDS: Relaunched Helena and Rubinstein skin care and cosmetic brands HITTING THE RIGHT AUDIENCE WITH RIGHT PRODUCT
CONGLOMERATE DIVERSIFICATION AND JOINT VENTURE STRATEGY: L'Oreal joint venture with Nestle
Initially Maybelline was ordinary US brand and dealt with staid color lipsticks and nail polishes which had only 3% market share in US . L'Oreal took over the brand and decided to give a complete makeover to it. Makeover by L'Oreal : Maybelline Launched new make up line in bold colors. It was medium priced. Its product identity was spirited and lively Target segment was teenagers and middle aged women The brand retained its American Image L'Oreal promoted all its brands in different nations but promoted
Jones strategy of acquiring brands of different cultural origins around the Globe: MAYBELLINE
FUTURE PLANS
L'Oreal turns to cheaper products to spur future growth
The Body Shop has drawn up a fresh strategy, including aggressive discounts and opening of new stores, to tap the market. They are focusing on the south market and are planning to open 10 stores in places like Chennai and Hyderabad. At present, the company is operating 25 stores in