Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

L'Oreal - Marketing Strategy

110.297 Aufrufe

Veröffentlicht am

Veröffentlicht in: Lifestyle, Business
  • Dating for everyone is here: ♥♥♥ http://bit.ly/36cXjBY ♥♥♥
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Sex in your area is here: ❶❶❶ http://bit.ly/36cXjBY ❶❶❶
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Sex in your area is here: ♥♥♥ http://bit.ly/2LaDVgK ♥♥♥
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Dating direct: ♥♥♥ http://bit.ly/2LaDVgK ♥♥♥
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • What are the best natural remedies for hair loss? ●●● https://tinyurl.com/y49r9d8j
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

L'Oreal - Marketing Strategy

  1. 1. NETHERLANDS MARKETING STRATEGY<br />Andrew • Cecily • Danielle • David • Ibrahim • Jennifer • Sameera • Tim<br />1<br />
  2. 2. … Increase Garnier’s brand presence in the Netherlands <br />L’Oréal’s Objective<br />Garnier currently offers one product in the Dutch market...<br /> How can Garnier successfully grow market presence without negatively impacting L’Oréal’s current market share?<br />2<br />
  3. 3. Increase brand awareness for the Garnier family brands<br />Minimize cannibalization from the introduction of Garnier products<br />Meet the needs of the Dutch market<br />3<br />L’Oréal’sDecision Criteria<br />
  4. 4. Short-run strategy (0-12 months)<br /> Launch GarnierSynergie skin care products<br /> Increase L’Oréal Recital’s distribution<br />Long-term strategy (12-36 months)<br /> Develop improved products for L’Oréal and Garnier<br /> Wait and see with Synergie anti-aging skin care line<br />… Develop products to better suit market’s needs<br />Recommendation<br />4<br />
  5. 5. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />5<br />
  6. 6. Netherlands<br />… High per capita income and growing number of working women make this an attractive market<br />Fastest growing population: Age 25 or older segment<br />Increasing number of Dutch women working<br />29% labor force participation for women (and growing)<br />4th in per capita income but 6th in per capita spending on cosmetics and toiletries<br />Price conscious<br />6<br />
  7. 7. Dutch Hair Colour Market<br />… Accurate results: a major value driver for Dutch women<br />Volume growing at an annual rate of 15%<br />46% of Dutch Women used hair colorant (up from 27%)<br />Brand loyal<br />Preference for lighter shades<br />Permanent colorant (73%)<br />Semi-permanent colorants<br />Grew from 12% to 27%<br />Fashion driven<br />Demand for warmer shades<br />7<br />
  8. 8. Dutch Skin Care Market<br />… Demand for products with natural ingredients<br />2nd-largest sector of Dutch cosmetics<br />Volume growth: 12%<br />Sales growth: 16%<br />2.5 million Dutch women aged 15 to 65 use skin care products <br />Consumers are brand loyal:<br />Performance matters<br />Loyalty increases with age<br />Products heavily advertised and sold on the basis of brand image<br />Market share determined by share of voice<br />Increased interest in natural products<br />8<br />
  9. 9. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />9<br />
  10. 10. Current International Position<br />… Strong showing for both L’Oréal and Garnier<br />L’OREAL<br />GARNIER<br />Largest cosmetics manufacturer worldwide<br />Subsidiaries in over 100 countries<br />$6.8 billion in sales (+12%)<br />$417 million in profits (+14%)<br />Sales breakdown:<br />France: 24%<br />Rest of Europe: 42%<br />Independent operation<br />Belle Couleur<br />Permanent hair color<br />Successful in France for over two decades<br />Market leader<br />Synergie<br />Skin care products<br />Successfully launched in France <br />10<br />
  11. 11. Current Position in Netherlands<br />… Low brand awareness for Garnier<br />11<br />Garnier<br /> Operates under same division as L’Oréal<br /> Currently manages one brand in the sun screen category<br />Minimal brand presence<br />L’Oréal<br /> Brand is well perceived by Dutch consumers<br />Plénitude: A mid-market, high quality skin care product<br />Recital: A high-end, high quality hair colouring product<br />Recital is losing market share due to aggressive distribution strategy, private-label brands and salon services <br />
  12. 12. Market analysis<br />Company analysis<br />Product lines<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />12<br />
  13. 13. L’Oréal Recital<br />… Declining market share due to increasingly competitive market<br />Strengths<br /> Current market leader with one-third of the market<br />Weaknesses<br /> No clear positioning statement<br /> Market share decreasing over the past two years<br /> No semi-permanent formulation<br />To protect current market share, L’Oréalshould develop a semi-permanent formula for Recital to meet market demands<br />13<br />
  14. 14. L’Oréal Plénitude<br />… Avoid cannibalization by new product in an increasingly competitive market<br />Strengths<br /> Reputation for high quality<br /> Anti-aging line appeals to older demographic <br />Weaknesses<br /> Unclear differentiation<br /> Threat of cannibalization from Synergie<br />To differentiate Plénitudefrom Synergie, L’Oréalshould emphasize its anti-aging benefits to women 35 years and older<br />14<br />
  15. 15. Garnier Belle Couleur<br />… Must be reformulated to meet the needs of the target market<br />Strengths<br /> Only product with a strong positioning statement<br /> Positioning statement resonates with Dutch women<br />Weaknesses<br /> Current colours are too dark for Dutch women<br /> Positioning statement is not consistent with results<br /> Buying intentions decreased after use<br />Belle Couleur is unable to meet market needs; Garnier should delay its launch until product improvements are made<br />15<br />
  16. 16. GarnierSynergie<br />… Offers a unique value proposition to the target market<br />Strengths<br /> Buying intentions increased after use<br /> Different positioning from Plénitude<br />Weaknesses<br />Dutch market is very competitive<br />Need to maintain share of voice to maintain market share<br />Garnier should launch Synergie skincarewithout anti-aging line and emphasize natural ingredients that are scientifically proven<br />16<br />
  17. 17. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />17<br />
  18. 18. 18<br />L’Oréal’sDecision Criteria<br />… Launch Synergie only<br />
  19. 19. Market analysis<br />Company analysis<br />Recommendation<br />Positioning <br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />19<br />
  20. 20. Synergie will be positioned as high-performance, high-value skin care products for women aged 20-35<br />Reliable<br />Natural<br />Smart Choice<br />Synergie is a worry-free, natural skincare line for young women who care about healthy skin.<br />High Value<br />High Performance<br />Understated<br />20<br />
  21. 21. Synergie and Plénitude will be positioned as high value for women 20 to 35 years old<br />Performance<br />Upper End<br />Middle/ Value<br />High<br />Ellen Betrix<br />Synergie<br />Yves Rocher<br />Plénitude<br />Dr. vd Hoog<br />Oil of Olaz<br />Price<br />High<br />Low<br />Nivea Visage<br />Ponds<br />Dead <br />End<br />Lower End<br />Low<br />21<br />
  22. 22. Synergie and Plénitude will be differentiated on the basis of ingredients and demographics<br />Science- Mature<br />Science<br />Science-Youth<br />Plénitude<br />Ellen Betrix<br />Oil of Olaz<br />Ponds<br />Anti-<br />Aging<br />General <br />Purpose<br />Synergie<br />Nivea Visage<br />Dr. vd Hoog<br />Yves Rocher<br />Natural- Mature<br />Natural-Youth<br />Nature<br />22<br />
  23. 23. Garnier will target the value-conscious segment with Synergie<br />Target consumer profile:<br />Aged 20-35<br />Recently graduated university and started working<br />Has tried multiple skin care brands with mixed results (not brand loyal)<br />Looking for brand to use with consistent results<br />Value and performance conscious but not brand focused<br />Thinks natural ingredients are better for skin<br />Unfamiliar with technical product descriptions and terms<br />23<br />
  24. 24. The positioning is aligned with capabilities, consumer needs and the competitive landscape<br />Dutch Consumer Needs<br />Growing consumer segment that is value conscious and cares about natural ingredients<br />Competitive Landscape<br />No direct competitor in high-value segment<br />Synergie Positioning<br />Synergie is a worry-free, natural skincare line for young women who care about healthy skin.<br />Company Capabilities<br />“Alliance of science and nature” – natural products that don’t sacrifice performance<br />24<br />
  25. 25. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />25<br />
  26. 26. 26<br />Synergie Pricing Strategy<br />… Mid-range pricing will appeal to value-conscious target market<br />Performance<br />Middle/ Value<br />High<br />Synergie<br />Plenitude<br />Dr. vd Hoog<br />Price<br />Oil of Olaz<br />Low<br />Synergie should be priced below Plénitude to target younger demographic<br />Low<br />
  27. 27. 0-2 months<br />4-12 months<br />2-4 months<br />Prepare <br />Customize literature <br />Train new hires<br />Create a beauty buzz<br />Educate target market<br />Sell bundling option to retailers<br />Launch time!<br />Free product trials<br />Advertisements<br />27<br />Implementation Timeline<br />… Launching Synergie will require a high level of coordination. <br />1<br />3<br />2<br />
  28. 28. Increase sales force<br />Training period of two months<br />Define sales incentives<br />Distribution strategy:<br />Leverage current distribution network<br />Grocery stores and chain drug stores in densely populated urban areas<br />Incentivize retailers with L’Oréal-Garnier bundling option <br />28<br />1<br />Prepare for Synergie launch<br />
  29. 29. 29<br />2<br />Create a beauty buzz<br />Secure optimal shelf space<br />Place near Plénitude<br />Find the face of Synergie<br />Dutch celebrity spokeswoman <br />Educate about benefits of natural ingredients<br />PR efforts with women`s magazines and local TV stations<br />?<br />
  30. 30. Free product samples<br />Mass mailing to select neighbourhoods<br />Local charity events<br />Product demonstrations<br />Shopping malls located near distribution outlets<br />Outdoor advertising<br />Public transit, bus shelters, shopping malls<br />30<br />3<br />Launch time!<br />
  31. 31. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />31<br />
  32. 32. 32<br />Risk Mitigation<br />… Differentiate Synergie’s position to maximize market share<br />Cannibalization of Plénitude sales<br />Position Plénitude and Synergie for different target markets<br />Even with some cannibalization, overall L’Oréal-Garnier market share will still increase<br />Highly competitive skin care market<br />First-mover advantage in high-quality, high-value natural segment – gain share before others can enter<br />Emphasis on natural positioning for Synergie – increase reluctance to switch due to possible allergic reaction<br />
  33. 33. 33<br />Risk Mitigation<br />… Reformulate hair colour to better meet needs of market<br />Declining market share for Recital<br />Develop a clear positioning statement and build on position as current market leader<br />Introduce semi-permanent formulation to meet market demands<br />Lost opportunity for mid-range hair colour<br />Still no competitors in the mid-range hair colour market<br />Reformulate Belle Couleur to increase chance of successful launch in future<br />
  34. 34. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />34<br />
  35. 35. Expected Results<br />… Increase in L’Oréal-Garnier market share and profits<br />Skin Care<br />Hair Colour<br />Dutch skin care market:<br />2.5 million consumers<br />56 million guilders<br />10% market share for L’Oréal-Garnier = 5.6 million guilders<br />Plénitude 5%<br />Synergie 5%<br />35<br />Permanenthair colour market:<br />1.7 million consumers<br />88 million guilders<br />30% market share for Recital = 26 million guilders<br />32 million guilders in revenue  2 million in profits<br />
  36. 36. 36<br />Metrics for Success<br />… Indirect metrics drive top- and bottom-line results<br />
  37. 37. Market analysis<br />Company analysis<br />Recommendation<br />Implementation<br />Risk Mitigation<br />Expected Results<br />Conclusion<br />37<br />
  38. 38. Recommendation<br />… Launch Synergie skin care products immediately<br />Synergie<br />(Skin care products) <br />Belle Couleur<br />(Hair colour)<br />Synergie<br />(Cleansing products) <br />Belle<br />(Hair color)<br />Target:<br />Professional women<br />Age 20-35<br />Price:<br />Mid-range<br />9.95-16.95<br />Position:<br />Natural ingredients<br />Affordable quality<br />Promotion:<br />Free product samples<br />Product demonstration<br />Distribution:<br />Leverage L’Oréal’s existing network<br />Expected Results:<br />10% increase in overall market share for L’Oréal and Garnier combined<br />Darker shades not suitable for Dutch market<br />Negative feedback from test market<br />Trend towards semi-permanent hair colorant<br />Launch Cleansing products<br />Do not launch hair color<br />Synergie<br />(Anti-aging products) <br />Synergie<br />(Skin care products) <br />L’Oréal’sPlénitude promoted as anti-aging product<br />40% of Dutch population under 25<br />Only 3% of Dutch women use anti-aging products<br />Do not launch Anti-Aging products<br />38<br />
  39. 39. Questions<br />39<br />

×