Caso Uomo X Studenti
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The document discusses L'Oreal's strategy to attract male students in Italy. It outlines 6 elements of L'Oreal's strategy, including expertise in beauty, science of beauty, portfolio of brands, commitment to sustainability, and focus on people. It then analyzes L'Oreal's challenge in attracting male students, who perceive it as a feminine company with low brand awareness. To address this, L'Oreal engages in campus activities, social media, and career games to interact with and recruit students while developing their international and learning opportunities.
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Caso Uomo X Studenti
- 1. Case study: “Men Attraction in L’Oreal Italia”
- 3. The 6 elements of the L’Oréal Strategy
- 4. The 1st element: a unique expertise in Beauty Skincare Haircare Make-up Hair colourants Perfumes BEAUTY EXPERTISE PEOPLE SCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
- 5. The 2nd element: the Science of Beauty BEAUTY EXPERTISE PEOPLE SCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
- 6. The 3rd element: a strategic portfolio of Brands BEAUTY EXPERTISE PEOPLE SCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
- 7. The 4th element: Global or nothing BEAUTY EXPERTISE PEOPLE SCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
- 9. The 6th element: our People BEAUTY EXPERTISE PEOPLE SCIENCE OF BEAUTY PORTFOLIO GLOBAL OR NOTHING SUSTAINABLE DEVELOPMENT
- 12. The need to deal with strong European competitors
- 16. How to contact with L’Oréal ? INTERACT DISCOVER NETWORK
- 17. Business game example: Launching 2010!!! www.reveal-thegame.com
- 20. May Be Useful… Good Work ; ) Mid Term (… mesi) Short Term (… mesi) Students network Strong Academic parnerships Career services
Hinweis der Redaktion
- START THE PRESENTATION BY SHOWING THE RECRUITMENT MOVIE!
- YES, like many other companies 2008/9 we lived through a CRISIS But STRONG FUTURE! Unlimited dreams
- WHAT I PROPOSE TO YOU TODAY IS TO SHARE WITH YOU WHAT IS BEHIND THE SCENE, THE MASTERPLAN THAT IS BEHIND THE SHOW, THE TRUE SECRET OF L’OREAL’S SUCCESS: TO SHARE WITH YOU WHAT I CALL “THE 6 ELEMENTS OF THE L’OREAL STRATEGY.”
- THE 1ST ELEMENT: “A UNIQUE EXPERTISE OF BEAUTY” AT L’OREAL, WE KNOW BEAUTY VERY WELL, WE BELIEVE IN BEAUTY AND WE ALSO THINK THAT BEAUTY IS DIFFERENT FROM ANY OTHER INDUSTRY. WE KNOW BEAUTY VERY WELL . SINCE L’OREAL WAS BORN IN 1907, WE HAVE DONE ONLY BEAUTY: ALL KINDS OF BEAUTY PRODUCTS, IN ALL KINDS OF DISTRIBUTION CHANNELS, FOR ALL KINDS OF CONSUMERS AROUND THE WORLD – ALL TYPES OF BEAUTY, BUT ONLY BEAUTY. WE ARE DEFINITELY THE MOST EXPERT, COMPREHENSIVE AND GLOBAL PURE PLAYERS IN BEAUTY. WE BELIEVE IN BEAUTY . WE BELIEVE THAT BEAUTY HAS ALWAYS PLAYED AN IMPORTANT ROLE IN THE LIFE OF PEOPLE. BEAUTY IS AN ETERNAL ASPIRATION, AND WE ARE HAPPY AND PROUD TO LEAD AN INDUSTRY THAT MAKES PEOPLE AROUND THE WORLD LOOK BETTER AND FEEL BETTER. WE BELIEVE THAT BY ENHANCING THE WELL-BEING, THE SATISFACTION AND THE SELF-ESTEEM OF PEOPLE WE HELP THEM HAVE A BETTER AND A HAPPIER LIFE. WE BELIEVE THAT IN TERMS OF MARKETING AND BUSINESS DYNAMICS, BEAUTY IS UNIQUE AND APART . FOR EXAMPLE, BEAUTY IS NOT LIKE OTHER FAST MOVING CONSUMER GOODS CATEGORIES: FOOD, DETERGENTS, PAPER PRODUCTS, ETC. BEAUTY IS NOT ABOUT JUST RESPONDING TO CONSUMER NEEDS. BEAUTY IS MORE THAN THAT. IT IS ABOUT TRANSFORMING DREAMS INTO REALITY; IT IS ABOUT CREATING AND INVENTING SATISFACTIONS, EMOTIONS, PLEASURES, WELL-BEING, SELF-ESTEEM AND ULTIMATELY MOMENTS AND REASONS FOR HAPPINESS. BEAUTY IS ABOUT CREATING PRODUCTS THAT PEOPLE WILL WANT AND DESIRE, NOT JUST NEED. BEAUTY IS ABOUT DEVELOPING BRANDS THAT HAVE STRONG EMOTIONAL CONNECTIONS WITH CONSUMERS. BEAUTY IS A WORLD IN ITSELF AND THE MARKETING FOR BEAUTY IS UNIQUE. I PERSONALLY BELIEVE THAT MARKETING FOR BEAUTY IS AN ART; IT IS THE SUPREME ART OF MARKETING BECAUSE IT GOES BEYOND THE USUAL AND RATIONAL MARKETING. THE MARKETING WE DO AT L’OREAL IS A UNIQUE COMBINATION OF INTELLIGENCE AND EMOTION, REASONING AND INTUITION, RIGOR AND SENSITIVITY, DETAILS AND VISIONS, DREAMS AND REALITY. THE YIN AND THE YANG, ALWAYS. IT IS FASCINATING. QUITE EXHAUSTING, BUT REALLY FASCINATING. AND THIS IS WHAT MAKES US SO SPECIAL, SO DIFFERENT. THIS IS, I BELIEVE, WHAT MAKES US THE TRUE EXPERTS OF BEAUTY.
- THE 2ND ELEMENT: “THE SCIENCE OF BEAUTY” THIS MAY SOUND STRANGE TO YOU, BECAUSE WHEN YOU THINK OF SCIENCE YOU MAY THINK OF OTHER INDUSTRIES LIKE COMPUTERS, AEROSPACE, DRUGS ETC. IT IS ALSO TRUE THAT FOR SOME PEOPLE, BEAUTY IS NOT SOMETHING SERIOUS, IT IS MORE LIKE “HOPE IN A JAR”, AS CHARLES REVSON, THE FOUNDER OF REVLON SAID 50 YEARS AGO. AT L’OREAL WE BELIEVE EXACTLY THE OPPOSITE. WE BELIEVE THAT BEAUTY IS “SCIENCE IN A JAR”. WE BELIEVE THAT TO BE SUCCESSFUL IN BEAUTY IT IS ALL ABOUT SCIENCE AND TECHNOLOGY , BECAUSE WE BELIEVE IN QUALITY. WE FIRMLY BELIEVE THAT CONSUMERS ARE CLEVER AND THAT THEY ALWAYS RECOGNIZE QUALITY, THAT THEY ALWAYS CHOOSE PRODUCTS THAT OFFER SUPERIOR PERFORMANCE AND SUPERIOR QUALITY . THE LOGICAL CONSEQUENCE IS THAT IN ORDER TO BE THE LEADER AND THE MOST SUCCESSFUL, WE HAVE TO MAKE SURE THAT OUR PRODUCTS WILL ALWAYS BE THOSE ON THE MARKET WITH THE BEST PERFORMANCE AND THE BEST QUALITY. THE OTHER LOGICAL CONSEQUENCE IS THAT INNOVATION IS ABSOLUTELY CRITICAL : IF CONSUMERS ARE READY TO SWITCH FOR BETTER QUALITY, WE HAVE TO BE ABLE TO PERMANENTLY INNOVATE, TO CONSTANTLY INVENT PRODUCTS THAT ARE NEW, DIFFERENT AND BETTER AND THAT THE CONSUMERS WILL WANT TO TRY. AND, AS SUCCESS IN BEAUTY IS ALL ABOUT SUPERIOR QUALITY AND GREATER INNOVATION, WE HAVE ALWAYS KNOWN THAT WE HAD TO HAVE THE BEST RESEARCH AND DEVELOPMENT TO WIN THE BATTLE OF TECHNOLOGY . FOUNDED BY A SCIENTIST, A CHEMIST NAMED EUGENE SCHUELLER, WHO INVENTED THE FIRST MODERN HAIR DYES; L’OREAL HAS ALWAYS BEEN A RESEARCH DRIVEN COMPANY . WE INVEST MORE IN R&D THAN ALL OUR COMPETITION ( 581 million € in 2008 ). WE HAVE 3,268 SCIENTISTS FROM ALL DISCIPLINES (CHEMISTS, BIOLOGISTS, DERMATOLOGISTS, ETC.) IN 16 COSMETICS AND DERMATOLOGICAL RESEARCH CENTRES ON 3 CONTINENTS : EUROPE, ASIA AND US. WE REGISTER MORE THAN 500 PATENTS EVERY YEAR (628 in 2008) – MORE THAN ALL OF OUR COMPETITORS. OUR OBJECTIVE IS SIMPLE: WE WANT TO DOMINATE THE TECHNOLOGY BATTLE TO INCREASE OUR LEADERSHIP. THIS IS ALSO WHY WE MANUFACTURE IN OUR OWN PLANTS 95% OF OUR PRODUCTS IN ORDER TO PERFECTLY CONTROL THEIR QUALITY AND INSURE THE CONFIDENTIALITY OF OUR FORMULAS.
- THE 3RD ELEMENT: “A STRATEGIC PORTFOLIO OF BRANDS” AFTER THE UNIQUE EXPERTISE OF BEAUTY AND THE MASTERING OF TECHNOLOGY, THE THIRD KEY ELEMENT OF THE L’OREAL STRATEGY IS THE MASTER PLAN OF THE PORTFOLIO OF BRANDS, THIS STRATEGIC PORTFOLIO OF BRANDS THAT YOU SEE ON THE SCREEN IS ORGANIZED AROUND SEVERAL FUNDAMENTAL IDEAS THAT DEFINE THE L’OREAL STRATEGY. VERY FEW BRANDS BUT ALL GLOBAL : ONLY 26 BRANDS OR SO, FAR LESS THAN SOME OF OUR COMPETITORS, BUT ALL OF THEM WITH THE MISSION OF BEING COMPLETELY GLOBAL. WE REALLY BELIEVE AT L’OREAL THAT EACH DISTRIBUTION CHANNEL IS A DIFFERENT WORLD, A SPECIFIC UNIVERSE WITH SPECIFIC BRANDS . OUR BRANDS ARE ABSOLUTELY EXCLUSIVE TO EACH DISTRIBUTION CHANNEL, IN A PERFECTLY CONSISTENT MANNER AROUND THE WORLD. ORGANIZED BY DISTRIBUTION CHANNELS: HAIRDRESSING SALONS WITH PROFESSIONAL PRODUCTS BRANDS, MASS-MARKET (FOOD, DRUG) WITH CONSUMER PRODUCTS BRANDS, COSMETICS BOUTQUES & OTHER SPECIALIST OUTLETS AND DEPARTMENT STORES WITH LUXURY PRODUCTS BRANDS PHARMACIES, DISPENSING DOCTORS AND MEDICAL SPAS WITH ACTIVE COSMETICS BRANDS L’OREAL ACQUIRED THE BODY SHOP IN JULY 2006. THE BODY SHOP HAS EXTENDED ITS PRESENCE TO 59 COUNTRIES OVER THE LAST 30 YEARS WITH 2,426 DOORS. INSIDE EACH DISTRIBUTION CHANNEL, THE BRANDS ARE CLEARLY POSITIONED ACCORDING TO A SEGMENTATION BASED ON PRICE AND IMAGE POSITIONING FOLLOWING A VERY CLEAR HIERARCHY (GIVE AN EXAMPLE ON A DIVISION). THE OBJECTIVE IS OBVIOUSLY TO MAXIMIZE THE COVERAGE OF A BROADER CONSUMER TARGET AND TO AVOID INTERNAL CANNIBALISM. LAST, BUT NOT LEAST, THE PORTFOLIO OF BRANDS IS VERY DIVERSE IN TERMS OF BRAND ORIGIN . OUR OBJECTIVE IS TO BE ABLE TO OFFER TO EVERY CONSUMER ANYWHERE IN THE WORLD A CHOICE BETWEEN DIVERSE VISIONS OF BEAUTY: A EUROPEAN VISION OF BEAUTY WITH BRANDS LIKE L’OREAL PARIS, LANCOME OR GIORGIO ARMANI ; AN AMERICAN VISION OF BEAUTY WITH BRANDS LIKE MATRIX, REDKEN, RALPH LAUREN, KIEHL’S, MAYBELLINE OR SOFT SHEEN CARSON ; AN ASIAN VISION OF BEAUTY WITH THE JAPANESE BRAND, SHU UEMURA OR THE CHINESE BRAND, YU SAI KAN ; THIS IS ALSO TRUE IN TERMS OF ETHNIC GROUP WITH THE EXAMPLE OF SOFT SHEEN CARSON, WHOSE AMBITION IS TO CREATE PRODUCTS SPECIFICALLY DESIGNED FOR PEOPLE OF AFRICAN DESCENT AROUND THE WORLD (1 BILLION PEOPLE ON 3 CONTINENTS).
- THE 4TH ELEMENT: “GLOBAL OR NOTHING” OUR VISION IS DEFINETLY GLOBAL. AT L’OREAL WE HAVE MADE THE CHOICE OF BEING GLOBAL AND WE ARE EXECUTING THE PLAN WITHOUT COMPROMISE. AS I ALREADY TOLD YOU, OUR BRANDS ARE ALL GLOBAL. CONSUMERS CAN FIND OUR BRANDS AND OUR PRODUCTS ALMOST EVERYWHERE IN THE WORLD . THERE ARE PRESENTLY 193 COUNTRIES ON THIS PLANET. SOME OF OUR BRANDS, LIKE LANCOME, ARE IN MORE THAN 160 COUNTRIES, MANY OTHERS IN MORE THAN 130. WHEN WE MAKE ACQUISITIONS, WE CON’T COMPROMISE WITH THIS RULE . WE ACQUIRE ONLY: EITHER BRANDS THAT ARE ALREADY GLOBAL OR CAN BECOME GLOBAL, OR LOCAL BRANDS THAT WILL BE MERGED WITH EXISTING GLOBAL BRANDS – NO EXCEPTIONS. ALL OUR BRAND STRATEGIES AND PRODUCT LAUNCHES ARE CONCEIVED TO BE TRULY GLOBAL: THE BRAND STRATEGY IS ABSOLUTELY IDENTICAL EVERYWHERE IN THE WORLD – IT IS A RULE. THE PRODUCTS ARE CREATED TO BE GLOBAL: ONE NAME, ONE CONCEPT, ONE FORMULA, ONE PACKAGING, AND ONE COMMUNICATION WORLDWIDE . IN ORDER TO INSURE THE COHERENCE OF THE STRATEGY AND TO MAXIMIZE THE ECONOMIES OF SCALE .
- L’OREAL’S COMMITMENT TO SUSTAINABLE GROWTH: AT THE DAWN OF THE 21ST CENTURY, THE WORLD’S LEADING BEAUTY COMPANY NEEDS TO BE AN AUTHENTIC EXAMPLE IN TERMS OF SUSTAINABLE DEVELOPMENT . » WE HAS ALWAYS SOUGHT TO GO BEYOND MERE ECONOMIC SUCCESS . STRONG ETHICAL PRINCIPLES GUIDE OUR GROWTH. A BROADER CONCEPTION OF SOCIAL RESPONSIBILITY DRIVES OUR COMMITMENT. TO BE ONE OF THE COMPANIES THAT HAVE THE GREATEST RESPECT FOR THE PLANET AND ARE THE MOST CARING TOWARDS COMMUNITIES’ NEEDS IS L’ORÉAL’S CONSTANT GOAL, AS IT STRIVES TO BUILD EXEMPLARY GROWTH .
- THE 5TH ELEMENT: “THE PEOPLE” THIS FIFTH ELEMENT IS THE MOST IMPORTANT OF ALL. THE REAL SECRET WEAPON OF L’OREAL IS THE UNIQUE QUALITY OF ITS PEOPLE . THIS IS THE ENGINE THAT TRANSFORMS A GOOD STRATEGY INTO AN AMAZING SUCCESS STORY EVERY DAY. WHAT MAKES THE L’OREAL PEOPLE, THE L’OREAL TEAMS SO EXCEPTIONAL, SO DIFFERENT, SO UNIQUE? I WOULD SAY 3 CHARACTERISTICS: THE TALENTS, THE DIVERSITY AND THE PASSION . AT L’OREAL WE BELIEVE THAT THE MOST IMPORTANT ASSETS OF OUR COMPANY ARE THE INDIVIDUAL TALENTS OF THE MEMBERS OF OUR TEAMS. OTHER COMPANIES, SOME OF OUR COMPETITORS, BELIEVE MORE IN THE IMPORTANCE OF THE ORGANIZATIONS AND THE PROCESSES. NOT US! WE ARE NOT CRAZY ABOUT STRUCTURES AND PROCESSES. BUT WE ARE CRAZY ABOUT TALENTS – I, PERSONALLY, BELIEVE THAT IT IS ALL ABOUT TALENT. ALL FORMS OF TALENT FOR ALL DISCIPLINES: FINANCE, SALES, MANUFACTURING AND ESPECIALLY, MARKETING. I SIMPLY BELIEVE THAT IT IS LIKE ANY SPORTS TEAM – BY HAVING THE BEST TALENT ON YOUR TEAM YOU WIN. BUT WE ALSO BELIEVE IN THE NECESSARY “DIVERSITY OF TALENTS” . WE BELIEVE THAT “DIVERSE TEAMS” ARE MORE CREATIVE, MORE OPEN-MINDED, AND MORE PRODUCTIVE . WE BELIEVE THAT IT IS BY BRINGING TALENTS OF DIFFERENT GENDERS, DIFFERENT ORIGINS, DIFFERENT ETHNICITIES, DIFFERENT NATIONALITIES AND DIFFERENT PROFILES, BY CREATING WHAT LINDSAY OWEN-JONES CALLS “A UNITED NATIONS OF BEAUTY”, BY BEING TRULY “GLOBAL FROM WITHIN” THAT WE WILL SUCCEED. AND THE THIRD CHARACTERISTIC OF THE L’OREAL PEOPLE, MAYBE THE MOST IMPORTANT ONE, IS THAT THEY ALL HAVE SOMETHING IN COMMON: A PASSION . I KNOW THAT IT SOUNDS STRANGE AND EXCESSIVE, BUT IT IS A REALITY THAT YOU CAN SEE AND FEEL AT L’OREAL. PEOPLE ARE INCREDIBLY PASSIONATE: PASSIONATE ABOUT THEIR BRANDS, ABOUT THEIR PRODUCTS, PASSIONATE ABOUT THE BUSINESS, ABOUT WHAT THEY DO . THEY HAVE AN AMAZING SENSE OF OWNERSHIP . THIS IS WHAT MAKES THEM SET AMBITIOUS GOALS FOR THEMSELVES AND GO AFTER THEIR OBJECTIVES RELENTLESSLY. THIS PASSION IS WHAT FUELS THE AMAZING ENERGY OF THIS COMPANY
- Europe: « by 2025, 125 Million migrant workers will be required in Western Europe alone to sustain growth » (Source: Deloitte 2006) France: record # in creations of jobs in 2007: 320.000; 500.000 jobs not staffed; foreseen needs of recruitment: 750.000 per year till 2015 (Source: French Ministry of Economy & Employment, May 2008) Average salaries are increasing over all boundaries: 15% in Russia, … (Source: Universum 2007) United States: « by 2010, it is expected that the US will face a shortage of 10,033,000 workers » « 70 million Baby Boomers expected to retire over the next 15 years and only 40 million workers expected to enter the workforce » (Source: Bureau of Labor statistics) China: China already absolutely unable to fuel talent to support business bang in all sectors Between 2005 and 2025, the proportion of the population aged 20 to 64 is predicted to shrink in many countries: 14 % in Japan; 12.5 % in Russia; 5.7 % in Germany; and 1.9 % in France
- MORE THAN INNOVATION, REVOLUTION! You liked Business Games, you are gonna LOVE REVEAL – A SERIOUS GAME “ You want to do everything / You do not know what to do… A proposition to reveal or confirm your professional preferences… beyond all preconceived ideas. A game / intellectual challenge / learning experience. A chance to discover L’Oréal, a business leader built through global brands, its culture, its multiple jobs and career opportunities. And a chance to apply & be selected by L’Oréal”