People buy it because of its reasonable price; can be easily found and very reliable. This could be done follow with another market research. The plenitude range was originally launched in France circa with phenomenal results and in total,the French market for cosmetics was larger than that in the U. Appendix – Exhibit 1 gives the Dollar Shares in You are commenting using your Facebook account. For Plenitude it included 5 parts: The lack of success in the U.
For example, initially only a moisturizing range was built as innovation in the cleansing segment was deemed to be difficult to achieve. This involved entering a new market with an existing set of products and entailed little diversification. The company started in selling hair-color product and soon ventured into other cleaning and beauty products. Change the image of Plentitude in the mass market. Plentitude product line is too huge. Plentitude of products Oil of Olay 14 Ponds 9 Nutrogena 5 Nivea 4 19 People think Plentitude has too many type of products and packaging is so wordy. They like packaging too, it has an expensive look.
Goldman Sachs Case Stu Relationships were essential with retail partners that ranged from high-class department stores e. We would also like to propose a new market strategy plan for Plenitude line in mass market of US.
Within the context of the U. Leave a Reply Cancel reply Enter your comment here They have very traditional and generational brand image, people also has a demand to see new brand coming out in this market.
The front of each package contained the Masterbrand, sub brand and product name e.
Apparently, this has been less successful in the US than in France. Therefore the lack of understanding of U.
Loreal Case Study_百度文库
Create a free website or blog at WordPress. Studj consider this plan with all of your suggestions and we would like to explain more details on this plan. Please consider this plan with all of your suggestions and we would like to explain more details on this plan.
Within the context of the U.
Furthermore, awareness was created by a print campaign which plenithde evolved to incorporate television lodeal spots. Yet this is a somewhat myopic approach to increasing sales, lowering inventory pleniyude allaying competitive intensity and includes assuming the risks of lowering brand equity and loyalty, diminishing relationships with trade partners and may ultimately fail in acting as a demand catalyst.
You are commenting using your Google account. Preface Dear Lindsay CEOthis report is going to describe the situation and problems of our Plenitude product line in US market based on our research.
People have high motivation to try it with department store quality in mass outlets. They have very traditional and generational brand image, people also has a demand to see new brand coming out in this market.
L’Oreal of Paris: Bringing ‘Class to Mass’ with Plenitude
Appendix – Exhibit 1 gives the Dollar Shares in We are in the 3 position of moisturizers. Thus, the use of high technology products and innovation should be equally distributed across the product portfolio to achieve a mix of high value with high performance while focusing on the moisturizing and daily cleansing segments.
Cleansers we are not doing well in US at all.
Sales were doubled compare with but we spend in Advertising and profit still in negative. You are commenting using your Facebook account. Cleansers we are not doing well in US at all. Therefore a de-emphasis of relying on the corporate brand pleniture also recommended. Therefore a de-emphasis of relying on the corporate brand is also recommended.
plenitued How is this different from the situation in France Both markets are comprised of varying demographic and cultural differences. Please consider this plan with all of your suggestions and we would like to explain more details on this plan.
Review current pricing strategy.
However, such an approach would undoubtedly add to the confusion that current shoppers experience during an encounter with the Plenitude range. Focus groups have identified some key issues concerning the complicated nature of the Plenitude brand and the confusion with which potential buyers face in the buying process.
However, management could chose to stretch the line downward to attract price sensitive segments or upwards in order to maintain a price premium across the product range.