l'oreal- going global
TRANSCRIPT
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FOUNDED in PARIS Over a 100 years ago…
By Eugene Schueller
130 COUNTRIES
23 BRANDS..
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4 GROUP PRODUCTS
CONSUMER
ACTIVE
PROFESSIONAL
LUXURY
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STEPS FOR SUCCESS OF L’OREAL AS A GLOBAL BRAND…
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DECIDING WHETHER
TO GO ABROAD.
“Meet the needs of men and women and make beauty
products available to as many people as possible.”
Owen-Jones, ex CEO &
Chairman, L’oreal
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WHICH MARKET
TO ENTER?
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Developed or
Developing?
How many?
Evaluating
potential markets.
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HOW TO ENTER THE MARKET?
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Exports
Licensing
Joint ventures
Direct investments
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L’oreal became a
player in growing
ethnic hair care
industry when it
purchased and merged
Soft Sheen products
and Carson Products.
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DECIDING MARKETING PROGRAM
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Global
similarities
and
differences
Marketing
and product
adaptation
E.g.- Wonder curl
mascara in
China.
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Global product strategy
Global communication
strategy
Global distribution strategy
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DECIDING MARKETING ORGANIZATION
International
Division
Headquarters
at PARIS
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RESEARCH AND DEVELOPMENT
14 Research
Centers..
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WHAT’S NEXT FOR L’OREAL?
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INNOVATION
SUSTAINABILE WAYS
EXPANDING MARKETS
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Portfolio
Which market to enter
How to enter the market
Deciding marketing program
Marketing organization
R&D
What’s next
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DISCLAIMER Created by Aboli Wanjari, VNIT Nagpur, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.