...Abstract L’Oreal was the world largest French-based cosmetic company, achieved successfully in global marketing with businesses in East and Western Europe, North America, Latin America, Asia and some other countries. Later, they spotted on China as a potential cosmetics market due to its extremely high population and entered the Chinese market to compete with other cosmetic brands as a late entrant. This report attempts to discuss on L’Oreal’s expansion in China. For example, in order to speed up the growth in the Chinese market, L’Oreal signed agreements to acquire two famous Chinese cosmetic brands, Yue-Sai and Mininurse. Moreover, according to the contracts, both the founders of Mininurse and Yue-Sai were required to never enter the cosmetics market. Were these problems that affect L’Oreal’s management on the two Chinese brands and its future growth in China? They are to be identified and analyzed in detail. Conclusion and recommendations will be given at the end of the report on how to well manage the two Chinese brands and make sustainable growth in the future. For example, keep the original cosmetics product packaging of Yue-Sai instead of re-packaging it due to the risk of losing brand loyalty. Remain the original core identity of the cosmetics when improving the formula of it. Yet, it is suggested to build up better business strategies for L’Oreal’s development in China in the future. Table of contents Introduction……………………………………………………………………………………………………3 Background...
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... 19 Table 3 21 Executive summary This report refers to an evaluation and recommendations on the current market situation of L’Oreal Paris. A brief introduction of the background of L’Oreal Paris and the product category which L’Oreal Paris exists will be also explained in this report. It includes the general idea of cosmetic industry. Furthermore, this report also indicates the macro and micro environment and major competitors. The most significant factors in macro environment are economic, cultural and demographic forces. In this case, it will be also providing the reason and some evidence that explain how these factors are affecting L’Oreal Paris. Otherwise, for, micro environment, this report only discuss between customer and competitors. Next, there is a significant evaluation of the product analyse with reference to the type of products, the three level of products, the branding strategies, and what types of packing and labelling that L’Oreal Paris provided. In addition, a complete analysis of target segment and how current product influence buyer behaviour and meet difference needs and wants. Later on, L’Oreal Paris needs to consider and build the marketing mix to attract more consumers. It includes a brief evaluation of the price, place, promotion and products. Some recommendations associated with several aspects are also provided at the end of this report. The sources of information were collected from academic journals and text...
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...Strategy Overview Shiseido started its business as Japan’s first Western-style pharmacy in 1872. Over the 140 years of development, Shiseido has positioned itself as a leading cosmetics company through helping people live beautifully both in domestic and in global markets. Shiseido has been making efforts to build customer trust brands through improving the technological capability, product function and safety, hospitality at sales counters and other elements regarding to customer trust. Shiseido began its internationalization process in 1957 by establishing a subsidiary corporate in Taiwan. After that, Shiseido accelerated its process of being a global play through entering prestige markets in Europe, Americas and China. Over 50 years, Shiseido has built a strong brand in the global market through diversity and brand equity. Currently, Shiseido is operating business in 87 countries and regions including Japan. And in 2012, the net sales in the global markets reach roughly 50 percent of the total net sales of Shiseido and the overseas sales ratio grows to over 44 percent (Shiseido, 2012). In 2012, Shiseido’s global cosmetics division centers on cultivating its prestige brands and emphasizes on developing its business in Asia market, especially in China. As a result, the sales from the global cosmetics division grow by over 12 percent year on year on a local currency basis (Shiseido, 2012). The sales in the Europe increase by around 10 percent, mainly driven by its fragrance business...
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...MARKETING REPORT Group: Phan Xuan Linh (77139428) Shyam Mallan (77140430) Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256) CONTENTS INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations...
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...MARKETING ASSIGNMENT REPORT WRITING ON LUSH COSMETICS EXECUTIVE SUMMARY: This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will describe about marketing history, company ethics and current market position of LUSH. This report also deals how LUSH is making their products with sustainability and what marketing strategy they are following. We will discuss about marketing mix of LUSH, How they are doing ethical business and their position in competitive market. We will also do SWOT analysis and LUSH position mapping with other brands. This report also concentrates how LUSH can improve its marketing strategy. Keywords: Organic, Cosmetic, Sustainability, Product Portfolio, Marketing mix, Customer, Social Media, Competitive. TABLE OF CONTENTS 1. INTRODUCTION: ..…………………………………………………………………………...5 1.1 MARKETING BACKGROUND OF LUSH: ………………………………………………...6 1.2 COMPANY PROFILE: ……………………………………….……………………………...7 2 LUSH AND SUSTAINABILITY:……………………….……………………………………8 2.1 LUSH AND GREEN SUPPLY CHAIN: ……………………………………………………8 2.2 LUSH AND SOCIAL INFLUENCE: ……………………………………………………….9 3 LUSH PRODUCT ANALYSIS: ……………………………………………………………..10 3.1 LUSH PRODUCTS: ……………………………………………………………………….10 3.2 PRODUCT PORTFOLIO: ………………………………………………………………….11 3.3 LUSH SERVICES: ……………………………………………………………………….…11 3.4 LUSH AND THEIR SUPPLIER: ………………………………………………………..…11 3.5 LUSH AND THEIR CUSTOMERS: …………………………………………….…………12 4 MARKETING STRATEGY OF LUSH: …………………………………………………...
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...A Study on Purchase Pattern of Cosmetics among Consumers in Kerala Dr. Vinith Kumar Nair* Dr. Prakash Pillai R* Introduction Understanding behaviour of consumers is a key to the success of business organizations. Marketing personnel are constantly analyzing the patterns of buying behaviour and purchase decisions to predict the future trends. Consumer behaviour can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as: "The decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services." (Loudon and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated in the following way: "activities people undertake when obtaining, consuming, and disposing of products and services" (Blakwell, Minard and Engel, 2001). A study by Voss and Parasuraman (2003) suggests that the purchase preference is primarily determined by price than quality during pre-purchase evaluation. Given explicit quality information, price had no effect on pre-purchase or post-consumption quality perceptions. Instead, post consumption quality evaluations had a favorable impact on price evaluations. Another study by Chernev (1997) analyzed the effect of common features on brand choice and the moderating role of attribute importance. It is argued that when brand attributes differ in importance, with the best value on the most important attribute, thus further polarizing brands’ choice shares...
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...special reference to selling practices among various cosmetics brands in Indore market. Submitted To: Dr. Yamini Karmarkar Reader IIPS-DAVV Indore. Submitted By: Bhumika Singh MBA (APR) 4th Sem IIPS-DAVV Indore INDEX 1. Introduction 2. Project proposed 3. Objective Of The Project 4. Conceptual Framework 5. Literature Review 6. Proposed Methodology 7. Limitations of study 8. References Introduction Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol a drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Cosmetics industry is one of the largest industry in the world. Cosmetics includes a wide range of products ranging from skin-care creams, lotions, perfumes, facial makeup to coloured contact lensed and lot many more are being added regularly. Like other industries the cosmetic industry also uses various promotional tools to promote their product, increase sales and for getting a strong foothold...
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...CASE STUDY REPORT INTERNATIONAL MARKETING SHISEIDO Shiseido is a Japanese cosmetics producer, market leader in its home country and one of the top ten players in the industry worldwide. Founded 1872 by Arinobu Fukuhara, Shiseido is also known for being the oldest cosmetics company in the world. COMPANY FACTS Net sales (consolidated): $ 7,024 billion Number of employees: 28,810 SHISEIDO group: 89 companies 29 domestic 57 overseas STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS Apart from being market leader in Japan, Shiseido is putting a lot of effort into research and development. Other important points are the strong focus on customer relationship management and environmental protection. But even though R&D is a cornerstone of Shiseido’s corporate philosophy, only 5% of the invented products are patented. This makes the company very vulnerable to competition. Another negative point is the limited other number of points of sale, thus making it hard to reach , customers. But there are also opportunities for Shiseido in the future. First of all, introducing the men’s cosmetics line opened the door to a new market with high potential. Second, forming strategic alliances, especially with foreign companies, can also lead the way to new markets (the same happened in the past when Shiseido formed alliances with Johnson & Johnson or Coca Cola Cola). Searching for new market chances is important because of various threats like for example the increasing competition in existing...
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...“COMPARATIVE STUDIES BETWEEN LAKME AND REVLON WITH THE REFRENCE OF THEIR PRODUCTS” under the guidance of Mrs. Aparna Porwal. After completion it successfully in the fulfillment of requirement for the award of degree of bachelor of business administration of “Aryan institute of management of computer studies”. I WOULD LIKE TO THANK MY PROJECT GUIDES, ALL THE FACULTY MEMBERS. FOR THIS APPROVAL & ALSO FOR HER VALUABLE GUIDANCE & SUPPORT IN COMPLETING MY PROJECT OF COMPARATIVE STUDIES BETWEEN LAKME AND REVLON. LAST BUT NOT THE LEAST I WOULD LIKE TO EXPRESS MY SINCERE THANKS TO THOSE WHO DIRECTLY & INDIRECTLY HELPED IN THIS PROJECT. CONTENTS ➢ Introduction ❖ Brief overview of marketing strategies. ❖ Company Profile of Lakme ❖ Company Profile of Revlon ➢ Various Marketing strategies adopted by the two Company along with product profile ➢ Objectives of the Study ➢ Research Methodology ➢ Data Analysis & Interpretation ➢ Suggestions and Recommendations ➢ Summary & Conclusion ➢ Appendix ❖ Questionnaire ❖ Bibliography INTRODUCTION Within a short span of the last five-six years, the use of cosmetics by Indian consumers has increased significantly with more and more women and men taking greater interest in personal grooming, increasing disposable incomes...
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...[pic] EB 2006 Business Report 1. Introduction Coraline Cosmetics, one of the world’s largest direct sellers in global cosmetics, fragrances and toiletries industry, has enjoyed this reputation since mid-1980s. However, with the rapid development in this industry, the way of consumer behavior and the consumer’s preference have changed dramatically, which leads to the fact that fewer women bought products sold door-to door and few teenagers and young women wanted to buy our products. What naturally comes is that only modest revenue and earnings growth have been achieved in a ten year’s time with annual sales growth of less that 1.5%. Now the company is in a very crucial point to make some big strategic changes. 2. Discussion 2.1 Branding Strategy A basic decision in marketing products is branding, in which an organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of other companies. In order to maintain the brand loyalty and win more consumers, a new brand strategy has to be carried out. We have to develop positive brand awareness and an association of the brand in consumer’s mind with a product class. Besides, we must inject new brand meaning in the minds of consumers, a functional dimension as well as a imagery-related dimension. As to the brand Coraline Cosmetics established over the past years, generally, it’s a brand with so many years and it won the trust...
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...Introduction………………………………………………………………........2 3.2 Industry definition……………………………………………………………..3 3.0 Analysing Marketing Opportunities 4.3 Competitors Overview………………………………………………………….5 4.4 Macroenvironment Analysis……………………………………………………5 4.5 Consumer Behavour (DMP)……………………………………………………6 4.0 Selecting Target Market(s) 5.6 Market Segmentation…………………………………………………………...7 5.7 Profile of segment………………………………………………………………8 5.8 Target Market…………………………………………………………………...8 5.9 Proposed Positioning Strategies………………………………………………...9 5.0 Marketing Mix Strategies 6.10 Product………………………………………………………………………….10 6.11 Price……………………………………………………………………………..10 6.12 Place……………………………………………………………………………..10 6.13 Promotion………………………………………………………………………..10 6.0 Conclusion………………………………………………………………………………12 7.0 References…………………………………………………………………………….....13 1.0 EXECUTIVE SUMMARY The following marketing plan forms the basis for introduction of new product and new brand to Malaysian market. The product is Missha Snail Cream from Missha Cosmetic, A South Korea Cosmetic Company. Missha Snail Cream is a skincare product that is effective in healing, soothing and regenerating the skin. The analysis allows us to select the best strategies for this product. Out main aim is penetrating the Malaysian market and become the top brand of cosmetic in this country. Success will be reflected by the number of sales, of course and loyal customer of the...
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... OVERVIEW For decades, Avon has been an iconic brand for its unique business model, active service to the community, and success as a global name. However, since 2008, Avon’s profits have been falling significantly due to a failure to adapt to changes in the macroenvironment. For example, the recent growth of technology has influenced the way that consumers are buying beauty products. Direct selling has decreased in popularity due to increases channels of distribution, and more consumers turning to the Internet to make cosmetics purchases. Yet, Avon remains behind other major beauty companies like L’Oreal and Unilever in terms of online presence. The combination of these factors has reduced the demand for Avon products and decreased the amount of women, who are interested in selling them. In response to their falling sales, Avon has adapted a penetration strategy that involves brand extensions to men’s personal care, teen cosmetics, and natural skincare products. In addition, Avon has extended its distribution to outlets to mall kiosks and larger retail stores. This diversification in product selection and sales has left Avon with a lack of focus that has left employees spreading their efforts too thin and consumers questioning its brand identity. Lastly, Avon’s success in the 1960s and 1970s was mostly among stay-at-home suburban mums, and the lack of sustained advertising in contemporary media has perpetuated the brand’s association with a more mundane lifestyle...
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...Industry Assessment - Part 1 Cosmetics Industry Riley Bell Alexandru Colita Nicholas Gonzalez Derek Morin Yuan (Amy) Zhang MGMT 390: Industry Analysis Projects Norine Webster University of British Columbia Okanagan February 14th, 2014 Table of Contents 1. Executive Summary……………………………………………………………………….2 2. Industry Description………………………………………....…………………………….3 3. Value Chain……………………………...………………………………………………..5 4. Relevant Features/Factors for the Industry ……………………………………………….7 5. Porter’s Five Forces ………………………………………………………………………9 6.1. Competitors and Level of Rivalry ……………………………………………………………………...9 6.2. Suppliers and Relative Power…………………………………………………………………………10 6.3. Buyers and Relative Power …………………………………………………………………………...10 6.4. Possible New Entrants, Barriers to Enter and Exit, Threat of Entry ………………………………….11 5.5 Substitute Products, Barriers to Switching, and Threat of Substitutes………………………………...12 6. Financial Ratios………………………………………………………………………….12 7. STEEP Analysis………………………………………………………………………….16 7.1. Social/Cultural Factors…………………………………………………………………………………16 7.2. Technological Factors…………………………………………………………………………………..18 7.3. Economic Factors………………………………………………………………………………………19 7.4. Environmental Factors………………………………………………………………………………….20 7.5. Political Factors………………………………………………………………………………………...20 8. Significant Drivers……………………………………………………………………….20 9. Key Success Factors……………………………………………………………………...
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...Cosmetics advertising works by using several different techniques that encourage its target to buy specific cosmetics and skincare products based on their needs. The effectiveness of the advertising typically depends on convincing people that the product being advertised actually can improve their beauty and that most importantly, they are in need of an appearance enhancement. L’oreal, is one of the world’s largest cosmetic companies coming out of Paris, France. They have succeeded in this field largely due to its marketing, and advertising ads persuading women around the world to purchase their product and instantly become more beautiful. By analyzing their ads and products released in 2010 compared to 2014, it seems as though colors seemed to be the trend. I noticed in their ads, all of their models were marketing bright or bold colors. Whether it was eye shadow, lipstick, and even the color of their hair, it was more fashionable. In today’s advertising I noticed more of the naked/natural look with matching skin tone makeup, black or shadows, and also products promising to reduce wrinkles in older women. In a time of high unemployment, in which older workers may be concerned about age discrimination, this type of advertising can be very effective. According L’oreals annual sales report of 2010, the sales profit came out to 19.5 billion in euros at a +18.6% operating profit. The 2014 annual profit has not been released yet but according to L’oreal, the company reported...
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...For The ‘SOUNDer’ BODY SHOP Marketing Analysis and Recommendations for The Body Shop Group 5 - MAMA(MArketing MAster) 2010130259 Jiwoong Jeong / 2011170647 Jongwon Kim 2012170862 Aimanashari / 2013240015 Yujin Kang 2014952092 Gyiera Park 1. Introduction – Why We Selected The Body Shop 1.1. selection criteria - well-constructed brand identity & our interest In selecting our target company, we focused on finding one that has succeeded in building its distinctive brand image. Since a well-positioned brand gains the upper hands, companies try to differentiate itself and make customers acknowledge its benefits and feel emotionally involved. In this context, we think that the Body Shop has well constructed its brand identity. While competition has been deepening in cosmetic industry and most cosmetic brands are still implicitly conducting animal-testing, the Body Shop has sincerely kept its mission of ethical management and attracted customers. Second, we found that we are all interested in cosmetic brands because we ourselves are consumers of cosmetic companies and purchase their products regularly. Based on these conditions, our group chose 'The Body Shop', which has successfully established its originality with its unique characteristics. 1.2. The Body Shop and Its Missions Driven by the desire to nourish her two daughters with natural products, Anita Roddick established The Body Shop in 1976 in Brighton, England. Since then, the company has expanded...
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