imm group 4
TRANSCRIPT
Started in 1909 when a chemist designed the 1st kind of hair dyes
World leader For the past century L‟Oreacuteal has pursued its adventure in the beauty industry to cement its position as the world‟s leading cosmetics company
Market reach(customisation)A quest for diversity and a range of cultures to meet the needs of men and women around the globe and make beauty products available to as many people as possible
Research orientation L‟Oreacuteal has a long-standing policy of allocating 13 of the company‟s Research and Development resources to fundamental research projects which are targeted at progressing knowledge in three main disciplines skin hair and color
Initially formulated for makeup artists
MAC products remains professional at
heart providing formulas that endure the
rigours of backstage and studio
Also takes care of sophisticated
everyday use
Focused primarily on color and texture
Skin Care Cleansers and Make-up removers made for all skin types
Prep+ Prime An optional product to be worn over moisturizer to retain a glow
Cosmetics(eye Lips) A wide range of trendy and funky colors are on offer
Face Single foundation for all skin type color or age (Finishing powders and bronzing powders are also available across)
Country USA South Africa UK
Problem bullSelf Tanning
bullNatural Skin(No bright
colours)
bullBusy schedule and
expensive parlors
bullObesity
bullNo modification in
skin tone but in
texture
bullTheir hair and scalp
are very dry
bullDry Climate
bullSkin sensitive to sun
exposure
Customised
Product
bullSublime Bronze
bullTrue Match
bullPro Manicure Fast Pro
Application
bullPerfect Slim cream
bullCosmetic products
with Collagen to
reduce appearance
of irregularities
bullElvive shampoos
with more oil content
Skin Products For normal to dry skin
For dry to very dry
skin
Sunscreen Till SPF 60
sunscreen
Country
Japan India Australia
Problems
bull1st Aging signs near
already small eyes
bullBright Colors
bullPreference for
Whiter skin tone
bullVaried skin types
bullProtection from
Sun+Pollution
bullSelf tanning
bullDull Hair
Product Customized
bullAge-lift creams for
lifting
bullCosmetics
bullL‟oreal White
bullGels lotions and
shampoos available
for all types of skin
bullUV perfect
bullSublime Bronze
bullMost hair products
come with pro-
keratin+ ceramide
Country China Saudi Arabia
Problem bullPreference for wide eyes
bullScarcity of water in urban
households
bullBeauty is of utmost
importance and demand for
premium skin care
bullPreference for strong
fragrances
Customised Product 1 Revitalizing eye shadow
2 Skin and hair Products customised
to retain moisture content
bullMoist all day moisturizing cream
bullMoist Hydrating Lip Gel - fashion
nude color
bullMoist and cool matte anti shine live
net liquid ice
Mattifying Minerals Glow
Minerals and Concealer
Minerals LOreacuteal Paris has
created this range of 100
nature mineral products
Since all MAC products are not widely available in all the markets
we decided to limit our research only to the basic cosmetics
products viz Lipsticks Foundation Eye Liner and Mascara
The following models were considered
Product Lrsquooreal M A C
Lipstick Color Riche Lip Color
Mauved 140
New York Apple
Foundation Magic Smooth
Souffleacute
Studia Fix Powder Plus
Foundation
Eye Liner Extra intense Liquid
Pencil Eyeliner
Penultimate Eye Liner
Mascara Voluminious Mascara X
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Initially formulated for makeup artists
MAC products remains professional at
heart providing formulas that endure the
rigours of backstage and studio
Also takes care of sophisticated
everyday use
Focused primarily on color and texture
Skin Care Cleansers and Make-up removers made for all skin types
Prep+ Prime An optional product to be worn over moisturizer to retain a glow
Cosmetics(eye Lips) A wide range of trendy and funky colors are on offer
Face Single foundation for all skin type color or age (Finishing powders and bronzing powders are also available across)
Country USA South Africa UK
Problem bullSelf Tanning
bullNatural Skin(No bright
colours)
bullBusy schedule and
expensive parlors
bullObesity
bullNo modification in
skin tone but in
texture
bullTheir hair and scalp
are very dry
bullDry Climate
bullSkin sensitive to sun
exposure
Customised
Product
bullSublime Bronze
bullTrue Match
bullPro Manicure Fast Pro
Application
bullPerfect Slim cream
bullCosmetic products
with Collagen to
reduce appearance
of irregularities
bullElvive shampoos
with more oil content
Skin Products For normal to dry skin
For dry to very dry
skin
Sunscreen Till SPF 60
sunscreen
Country
Japan India Australia
Problems
bull1st Aging signs near
already small eyes
bullBright Colors
bullPreference for
Whiter skin tone
bullVaried skin types
bullProtection from
Sun+Pollution
bullSelf tanning
bullDull Hair
Product Customized
bullAge-lift creams for
lifting
bullCosmetics
bullL‟oreal White
bullGels lotions and
shampoos available
for all types of skin
bullUV perfect
bullSublime Bronze
bullMost hair products
come with pro-
keratin+ ceramide
Country China Saudi Arabia
Problem bullPreference for wide eyes
bullScarcity of water in urban
households
bullBeauty is of utmost
importance and demand for
premium skin care
bullPreference for strong
fragrances
Customised Product 1 Revitalizing eye shadow
2 Skin and hair Products customised
to retain moisture content
bullMoist all day moisturizing cream
bullMoist Hydrating Lip Gel - fashion
nude color
bullMoist and cool matte anti shine live
net liquid ice
Mattifying Minerals Glow
Minerals and Concealer
Minerals LOreacuteal Paris has
created this range of 100
nature mineral products
Since all MAC products are not widely available in all the markets
we decided to limit our research only to the basic cosmetics
products viz Lipsticks Foundation Eye Liner and Mascara
The following models were considered
Product Lrsquooreal M A C
Lipstick Color Riche Lip Color
Mauved 140
New York Apple
Foundation Magic Smooth
Souffleacute
Studia Fix Powder Plus
Foundation
Eye Liner Extra intense Liquid
Pencil Eyeliner
Penultimate Eye Liner
Mascara Voluminious Mascara X
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Focused primarily on color and texture
Skin Care Cleansers and Make-up removers made for all skin types
Prep+ Prime An optional product to be worn over moisturizer to retain a glow
Cosmetics(eye Lips) A wide range of trendy and funky colors are on offer
Face Single foundation for all skin type color or age (Finishing powders and bronzing powders are also available across)
Country USA South Africa UK
Problem bullSelf Tanning
bullNatural Skin(No bright
colours)
bullBusy schedule and
expensive parlors
bullObesity
bullNo modification in
skin tone but in
texture
bullTheir hair and scalp
are very dry
bullDry Climate
bullSkin sensitive to sun
exposure
Customised
Product
bullSublime Bronze
bullTrue Match
bullPro Manicure Fast Pro
Application
bullPerfect Slim cream
bullCosmetic products
with Collagen to
reduce appearance
of irregularities
bullElvive shampoos
with more oil content
Skin Products For normal to dry skin
For dry to very dry
skin
Sunscreen Till SPF 60
sunscreen
Country
Japan India Australia
Problems
bull1st Aging signs near
already small eyes
bullBright Colors
bullPreference for
Whiter skin tone
bullVaried skin types
bullProtection from
Sun+Pollution
bullSelf tanning
bullDull Hair
Product Customized
bullAge-lift creams for
lifting
bullCosmetics
bullL‟oreal White
bullGels lotions and
shampoos available
for all types of skin
bullUV perfect
bullSublime Bronze
bullMost hair products
come with pro-
keratin+ ceramide
Country China Saudi Arabia
Problem bullPreference for wide eyes
bullScarcity of water in urban
households
bullBeauty is of utmost
importance and demand for
premium skin care
bullPreference for strong
fragrances
Customised Product 1 Revitalizing eye shadow
2 Skin and hair Products customised
to retain moisture content
bullMoist all day moisturizing cream
bullMoist Hydrating Lip Gel - fashion
nude color
bullMoist and cool matte anti shine live
net liquid ice
Mattifying Minerals Glow
Minerals and Concealer
Minerals LOreacuteal Paris has
created this range of 100
nature mineral products
Since all MAC products are not widely available in all the markets
we decided to limit our research only to the basic cosmetics
products viz Lipsticks Foundation Eye Liner and Mascara
The following models were considered
Product Lrsquooreal M A C
Lipstick Color Riche Lip Color
Mauved 140
New York Apple
Foundation Magic Smooth
Souffleacute
Studia Fix Powder Plus
Foundation
Eye Liner Extra intense Liquid
Pencil Eyeliner
Penultimate Eye Liner
Mascara Voluminious Mascara X
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Country USA South Africa UK
Problem bullSelf Tanning
bullNatural Skin(No bright
colours)
bullBusy schedule and
expensive parlors
bullObesity
bullNo modification in
skin tone but in
texture
bullTheir hair and scalp
are very dry
bullDry Climate
bullSkin sensitive to sun
exposure
Customised
Product
bullSublime Bronze
bullTrue Match
bullPro Manicure Fast Pro
Application
bullPerfect Slim cream
bullCosmetic products
with Collagen to
reduce appearance
of irregularities
bullElvive shampoos
with more oil content
Skin Products For normal to dry skin
For dry to very dry
skin
Sunscreen Till SPF 60
sunscreen
Country
Japan India Australia
Problems
bull1st Aging signs near
already small eyes
bullBright Colors
bullPreference for
Whiter skin tone
bullVaried skin types
bullProtection from
Sun+Pollution
bullSelf tanning
bullDull Hair
Product Customized
bullAge-lift creams for
lifting
bullCosmetics
bullL‟oreal White
bullGels lotions and
shampoos available
for all types of skin
bullUV perfect
bullSublime Bronze
bullMost hair products
come with pro-
keratin+ ceramide
Country China Saudi Arabia
Problem bullPreference for wide eyes
bullScarcity of water in urban
households
bullBeauty is of utmost
importance and demand for
premium skin care
bullPreference for strong
fragrances
Customised Product 1 Revitalizing eye shadow
2 Skin and hair Products customised
to retain moisture content
bullMoist all day moisturizing cream
bullMoist Hydrating Lip Gel - fashion
nude color
bullMoist and cool matte anti shine live
net liquid ice
Mattifying Minerals Glow
Minerals and Concealer
Minerals LOreacuteal Paris has
created this range of 100
nature mineral products
Since all MAC products are not widely available in all the markets
we decided to limit our research only to the basic cosmetics
products viz Lipsticks Foundation Eye Liner and Mascara
The following models were considered
Product Lrsquooreal M A C
Lipstick Color Riche Lip Color
Mauved 140
New York Apple
Foundation Magic Smooth
Souffleacute
Studia Fix Powder Plus
Foundation
Eye Liner Extra intense Liquid
Pencil Eyeliner
Penultimate Eye Liner
Mascara Voluminious Mascara X
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Country
Japan India Australia
Problems
bull1st Aging signs near
already small eyes
bullBright Colors
bullPreference for
Whiter skin tone
bullVaried skin types
bullProtection from
Sun+Pollution
bullSelf tanning
bullDull Hair
Product Customized
bullAge-lift creams for
lifting
bullCosmetics
bullL‟oreal White
bullGels lotions and
shampoos available
for all types of skin
bullUV perfect
bullSublime Bronze
bullMost hair products
come with pro-
keratin+ ceramide
Country China Saudi Arabia
Problem bullPreference for wide eyes
bullScarcity of water in urban
households
bullBeauty is of utmost
importance and demand for
premium skin care
bullPreference for strong
fragrances
Customised Product 1 Revitalizing eye shadow
2 Skin and hair Products customised
to retain moisture content
bullMoist all day moisturizing cream
bullMoist Hydrating Lip Gel - fashion
nude color
bullMoist and cool matte anti shine live
net liquid ice
Mattifying Minerals Glow
Minerals and Concealer
Minerals LOreacuteal Paris has
created this range of 100
nature mineral products
Since all MAC products are not widely available in all the markets
we decided to limit our research only to the basic cosmetics
products viz Lipsticks Foundation Eye Liner and Mascara
The following models were considered
Product Lrsquooreal M A C
Lipstick Color Riche Lip Color
Mauved 140
New York Apple
Foundation Magic Smooth
Souffleacute
Studia Fix Powder Plus
Foundation
Eye Liner Extra intense Liquid
Pencil Eyeliner
Penultimate Eye Liner
Mascara Voluminious Mascara X
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Country China Saudi Arabia
Problem bullPreference for wide eyes
bullScarcity of water in urban
households
bullBeauty is of utmost
importance and demand for
premium skin care
bullPreference for strong
fragrances
Customised Product 1 Revitalizing eye shadow
2 Skin and hair Products customised
to retain moisture content
bullMoist all day moisturizing cream
bullMoist Hydrating Lip Gel - fashion
nude color
bullMoist and cool matte anti shine live
net liquid ice
Mattifying Minerals Glow
Minerals and Concealer
Minerals LOreacuteal Paris has
created this range of 100
nature mineral products
Since all MAC products are not widely available in all the markets
we decided to limit our research only to the basic cosmetics
products viz Lipsticks Foundation Eye Liner and Mascara
The following models were considered
Product Lrsquooreal M A C
Lipstick Color Riche Lip Color
Mauved 140
New York Apple
Foundation Magic Smooth
Souffleacute
Studia Fix Powder Plus
Foundation
Eye Liner Extra intense Liquid
Pencil Eyeliner
Penultimate Eye Liner
Mascara Voluminious Mascara X
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Since all MAC products are not widely available in all the markets
we decided to limit our research only to the basic cosmetics
products viz Lipsticks Foundation Eye Liner and Mascara
The following models were considered
Product Lrsquooreal M A C
Lipstick Color Riche Lip Color
Mauved 140
New York Apple
Foundation Magic Smooth
Souffleacute
Studia Fix Powder Plus
Foundation
Eye Liner Extra intense Liquid
Pencil Eyeliner
Penultimate Eye Liner
Mascara Voluminious Mascara X
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Product USA Australia UK India
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
LrsquoOREAL (Price in $)
MAC (Price in $)
Lipstick 895 2499 85 357 1347 407 1034 307
Foundation 429 5649 425 5625 475 5945 405 5145
Eye Liner 895 29 865 2875 1065 3275 765 2675
Mascara 595 1299 565 1259 1715 2259 1315 1859
Product South Africa Saudi Arabia Singapore Japan
LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $) LrsquoOREAL
(Price in $) MAC
(Price in $)
Lipstick 1034 3496 1905 407 1334 2158 1534 3766
Foundation 435 5545 4903 6045 395 424 435 5695
Eye Liner 865 2975 1665 3175 1265 2675 1065 3275
Mascara 1615 1959 2115 2859 1115 1959 1715 2359
Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
MAC is considered to be a product of
premium price segment and thus its pricing
L‟OREAL is also in the same league but with
a pricing which is just below the MAC
In terms of pricing we see that both the
brands are priced according to the market
While in developed countries like USA UK
the prices are comparatively higher than
that in emerging markets like India South
Africa
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Selection of foreign intermediaries - determine the
choice of one distributor better than one another
L‟Oreal chooses through following ways-
recommendations from business contacts
prospecting
direct requests by the distributor himself
The chosen distributor does not sell direct rival
products nor any other cosmetics products
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter
Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success
Control of the marketing mix such as price promotion distribution and product
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer
Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday
Selling function to retailers-Lorealrsquos sells
directly to retailerrsquos head offices They deal with
major retailers like WalmartLoblaws and shoppers Drug mart
apart from conventional distribution methods like malls and market places
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
bull The group detains its
highest number of
distributors as well as
no subsidiary
bullDistributors in this
area buy products
directly to the
headquarters and are
provided thanks to the
Hungarian subsidiary
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
LbdquoOreacutealbdquos distribution channels
direct distribution from the factory
in South Wales
distribution through retailers
(supermarkets chemists) direct distribution to hairdresser-
salons through a network of
sales-representatives
distribution through specialist cash-
and-carry outlets (profess hairdresser products)
distribution intensity intensive
distribution ndash attempt to achieve
market coverage via multiple
distribution channels (direct
distribution vs indirect through
intermediaries)
+ selective distribution for special
brands (Kerastase)
Door to Door sales campaigns are
important sources of sales for Loreal
UK
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Penetrated Distribution Channel
The distribution channels are diverse from hair salons to super
markets and hypermarkets health
and beauty outlets and direct
The company sells to
dermatologists plastic surgeons
and high end spas
LOreal products in India are
marketed in a variety of
distribution channels namely
mass market pharmacies and
salons
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
The distribution
channel of these brands mainly
through department stores perfumeries
travel retail outlets and the brands
own boutiques
The mass brand Maybelline promote its brand mainly through TV
advertising and product prolocutor
La Roche-Posay a brand
positioned at solving skincare
problem is distributed by
dermatologists specialists of
skincare and professional beauty
salon
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
bullPrimary Distribution-
Departmental Stores
followed by speciality
stores like SasaMasa
bullBeauty and skin care
salons(15 of sales)
bullDirect Sales
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
ManufacturerDistributor
Estee Lauder
End Consumer
Direct to
consumer via
online and phone
sales
End Consumer
MAC Kiosks MAC Corporate
Retail locations
httplearnsenecaconca~ekbinghamChannelspdf
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Physical movement of goods-transport services of
Canada cartage move merchandize from company
operated factories directly to stand alone stores and
retail kiosks
Warehousing-The factories also act as warehouses
Selling function to retailers-All MAC‟s distribution
methods are sold directly through company owned
operations there is no direct selling to the retailers
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
MAC Cosmetics intensive distribution takes place at
mainly all MAC Pro stores
MAC Pro stores are were you can find ALL MAC
products such as pigments empty palettes some
primers and old and new limited edition items that
you might not find at a counter such as
Bloomingdales Macys or etc
MAC Pro stores always have products avaible in
every outlet where target customers might want to
buy it such as the textbook states
Online Store
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
ldquoBecause I am worth itrdquo slogan since 40
years
Salon to Budget customer United
Nations of Beauty
35-45 of sales spent on advertising
Product marketing drives focus on local
market demands
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Tie up with Melbourne Fashion Festival Australian models eg
Megan Gale
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Hire stars with huge fan followings eg
Gwen Stefani Beyonce and who have a
personal connect with the audience
TVC Beyonce LeRouge
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Ban on Airbrushed
advertisements
Free samples
distribution
Target on men
as well as women
Hugh Laurie TVC
Gerard Butler TVC
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Competition with door to door salesmen
Focus on mass marketing and
advertising
Offers personal beauty advice in stores
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Guilty of racial discrimination in France-gtgoes dark
and lovely
Look Good Feel Good Cancer Foundation
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
ldquoAll ages All races All sexesrdquo
Innovative PR and unconventional
marketing without spending millions of
pounds in advertising
Distributing cosmetics to make-up artists for
top models and celebrities
Endorsements through word of mouth
Pull Strategy focus on customer and not on
sales
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
Affiliations with controversial artists and
personalities
Was the first to bring charity into retail
Gives out new launched products to be reviewed
by various beauty websites and beauty blog
owners
MAC all over the internet Pay Per Click via Google
AdWords Yahoo Search Marketing and Microsoft
adCenter
httpEzineArticlescom1184789
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry
Continuous research and innovation
Large advertising spend budgets to increase internet advertising
ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo
Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)
Acquisition of America‟s Maybelline Provides complete beauty solution
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
ldquoMAC Makeup is attitudinally hip artfully irreverent
dedicated fully to the art of self-decoration and
the realization of the Individualrdquo
Brand Personality cosmopolitan
innovative irreverent Original which has almost
created a Cult like following Loved by women of
all ages it is one of the few fashion brands
which truly transcend age
Pull strategy Believe in marketing than selling
Social Initiatives Minimum Advertising budget
Theme based products eg Barbie Hello Kitty
Collaboration with clubs theatres
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom
httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-
finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf
httpwwwlorealcom
httpwwwmaccosmeticsin
httpEzineArticlescom1184789
httpEzineArticlescom1184789
httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml
httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-
of-mac
httpwwwbusinessweekcom201099_26b3635016htm
httpwwwwpelzdestudpraeslorealpdf
httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-
distribution-channel-manage1117html
httpwww123helpmecomviewaspid=47241
httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-
top-5-global-markets313003
httpirosadoblogspotcom