3. Political Environmental Socio Cultural Technological Economic Legal
Product
Animal testing has
been banned
following PETA
Products customized
based on Indian
weather conditions –
e.g Garnier Fairness
Cream
with talc like texture
suitable for hot and
humid conditions
Strategic integration of Modern
and Traditional routines – e.g.
Garnier Fructis Shampoo + Oil
and Colossal Kajal
Increased shelf life
after opening – e.g.
Garnier Colour
Naturals
Low cost packaging to
reduce the costs – e.g.
Garnier Black Natural
sachets packs
launched
Restricted the use
of certain harmful
substances as per
Indian laws
Price High capacity and
technologically
advanced
manufacturing plant
and R&D centre in
India to reduce costs
Wide spectrum of
products at different
price levels – from
masses as well as
classes
Place Modern independent salons Strong distribution
network – reaching all
channels from
premium channels to
chemists to kirana
stores
Promotion Ground Level Education
-Over 50 training academies
- High engagement with small
salons and individual hairdresser
Well known Indian brand
ambassadors
Follow the
advertising
regulations – should
not be misleading
due to over-
exaggeration
Glocalisation of L’ Oreal
4. INNOVATION
•For Indian women hair is the key, eyes are very important and
fair skin tone
•Bathrooms in India are cramped and mostly shared with limited
supply of water
•Applying hair oil is an important routine for Indian women
•Oily face of Indian men and hot and humid conditions
Most mass products of L’ Oreal
cater to these three demands
Fast–rinse & Fast-foam shampoo
reducing need for a lot of water
Shampoo + Oil (Garnier Fructis)
Garnier Men Sweat and Oil control
(absorbing excess sebum and
perspiration)
SERVICE EXCELLENCE
Numerous products have been
consciously designed for the Indian
consumer, and at the right price.
L’oreal has set up one of its largest
Asian R&D centres in India. In
addition, they have also set up high
capacity and technologically
advanced manufacturing plant here
to achieve economies of scale and
reduce costs.
STRATEGIC COST
50 academies across the country where it trains 1.5 lakh
hairdressers annually.
In an unorganised market, the company has helped
upgrade salons and even turned a few of them into
chains.
High level of engagement with small salon owners and
individual hairdressers
5. COMPETITIVE ADVANTAGE
•Innovation Leadership
•Customer Service Leadership
CONNECT
•High level of engagement with salons
•Engagement with customers via different channels like Social Media
•Great advertisements
•Great products giving excellent value to consumers
6. PEOPLE
• Expert trainers to educate people to create future stylists
• Human Resources of L’ Oreal in India is diverse and they attract
great talent
• Customized products created to suit Indian skin tones and habits
7. Masstige
•L’ Oreal products are distributed through various channels
so that it reaches to both (Mass Consumers + Class
Consumers)
•Pricing strategy is such that L’Oreal products are always
priced higher than its FMCG competitors but not too high
so that it is still accessible to target segment consumers
Heavy investment in advertising using right Brand Ambassadors
who keep up the prestige level of L’Oreal intact
WEALTH
RESPECT
