loreal marketing strategy

INTRODUCTION

• L’Oreal Group is the world's largest cosmetics and beauty company

• Founded in 1909 by Eugene Schueller, a French chemist • It was known as "Aureole". • It’s headquarter is in the Paris suburb of Clichy, France• It got its start from the hair color business • Concentrating on skin care, sun protection, make up,

perfumes and hair care• Main branches are Cosmetics, The Body Shop and

Dermatology• Top nanotechnology patent-holder in the US.

• Slogan "Because I’m worth it". recently been replaced by "Because you're worth it“

• Its portfolio of brands includes the cosmetics range of L'Oreal Paris and Maybelline NY, shampoo range Garnier. Lancome and Vichy.

• Closest global competitor in the premium make-up segment is Revlon.

• 27 international brands• Distribution in 130 countries• 20.3 billion euro's of sales in 2011• 68900 employees• 613 patents registered in 2011

LOGO OF LOREAL

Jean-Paul Agon (CEO),

LOREAL INDIA

• L’Oreal entered Indian market in 1990.• It operates in India through its wholly owned subsidiary• L’Oreal has set up its own manufacturing plant in Pune• CEO of Indian subsidiary is Dinesh Dayal• L’Oreal India has four divisions — consumer products,

professional products, active cosmetics and luxury products.

• The biggest contributor to its revenue in India is the consumer products division.

Competitors in Indian market

PRODUCTS OF LOREAL

CONSUMER PRODUCTS

• L’Oréal Paris• Ombrelle• Garnier• Maybelline• SoftSheen-Carson• Le Club des Créateurs de Beauté• Essie

PROFESSIONAL PRODUCTS

– L'Oréal Professionnel– Kérastase– Kéraskin Esthetics– Redken 5th Avenue NYC– Matrix Essentials– Mizani– PureOlogy Research– Shu Uemura Art of Hair

LUXURY PRODUCTS• Lancôme• Yves Saint Laurent• Giorgio Armani• Biotherm• Cacharel• Diesel• Maison Martin Margiela• Viktor & Rolf• Ralph Lauren• Kiehl's• Shu Uemura• Stella McCartney• Clarisonic• Paloma Picasso• Drakkar noir

ACTIVE COSMETICS

• Vichy• La Roche Posay• Inneov• Skinceuticals• Roger&Gallet• Sanoflore

BRAND AMBASSADORS

L’Oréal SWOT Analysis•Continuous research•Leader in the growing cosmetics industry•Developed activities•Geographical Coverage

•Decentralized Organization•Co-ordination &control•Competition

•Growing competition•Economic downturn•Out of reach of underdeveloped areas•Skip buying L’Oreal products.

•Demand for Natural Cosmetics.•Changing Consumer Lifestyles.•Greater market shares

MARKETING STRATEGY

PRODUCT STRATEGY

L'Oreal

Consumer Products

Professional Products Luxury Products Active Cosmetics

• Product Extension• Line Extension• Brand Extension• Product Differentiation

PLACE STRATEGY

Manufacturer

Wholesaler

Retailer

Consumer

PRICE STRATEGY

PROMOTION STRATEGY

• Point of purchase display• In fashion magazines• Bill boards• Mailer ad

CONCLUSION