The Universalization of L'Oreal
Case Study
The Universalizaton of L’Oréal
Marketng Planning - Année 2014-2015
Situaton Analysis : Industry
Grooming Market : 91% shaving / 8% masks & scrubs
Face Care Market : 28.8 billion in 2010 (25%)
Skin Care Market : 1,7 billion (41%)
« The men’s beauty segment in India is growing twice the rate as the overall market »
« When I look good, I can concentrate and get more work done »
Situaton Analysis : Industry
Situaton Analysis : Compettors
N°1 Emami Limited (37,5%)
N°2 Garnier Men (25,4%)
•
Many brands :
•
- Fair and Handsome
- Navratna
- Vasocare…
•
Local company
•
Cheaper
•
Procter & Gamble
•
Unilever
12 million unit sales
•
50% of growth
•
2 main segments :
- Skin care : Small pockets
« sachet » (35% of value)
- Deodorant : growing at 48% in value and 40% in volume
Others actors (market share 37,1%)
Situaton Analysis : compettors
Porter External Analysis
Goals and Objectve
•
•
Goal : Becoming the leader of the beauty sector in
India
Objectves :
–
–
Obtaining a 30% growth in 2020 compared to the 2010’s results in the beauty sector in India to place the country among l’Oréal’s top 10 countries.
To double its consumer base to two billion
Marketng Strategy
•
•
Market Segmentaton Strategy
>> Geographic Segmentaton, Product-User
Segmentaton, Lifestyle Segmentaton, etc.
Targetng Strategy :
–
–
–
Mass Marketng: go afer the market as a whole with one ofer that answers common needs
Diferentated Marketng: go afer several market segments with ofers tailored to each
Target Marketng: go afer a small segment or sub-segment with a tailored ofer
Marketng Programs
Marketng Mix
PRICE
PRODUCT
Garnier Men range of
3 skin products focused on whitening
Moisturizer with
SPF or oil control and Face wash
Atributes:
simplicity and efcacy (fairer),light texture, naturalness good quality and good smell
Sachets format
The Universalizaton of L’Oréal
Marketng Planning - Année 2014-2015
Situaton Analysis : Industry
Grooming Market : 91% shaving / 8% masks & scrubs
Face Care Market : 28.8 billion in 2010 (25%)
Skin Care Market : 1,7 billion (41%)
« The men’s beauty segment in India is growing twice the rate as the overall market »
« When I look good, I can concentrate and get more work done »
Situaton Analysis : Industry
Situaton Analysis : Compettors
N°1 Emami Limited (37,5%)
N°2 Garnier Men (25,4%)
•
Many brands :
•
- Fair and Handsome
- Navratna
- Vasocare…
•
Local company
•
Cheaper
•
Procter & Gamble
•
Unilever
12 million unit sales
•
50% of growth
•
2 main segments :
- Skin care : Small pockets
« sachet » (35% of value)
- Deodorant : growing at 48% in value and 40% in volume
Others actors (market share 37,1%)
Situaton Analysis : compettors
Porter External Analysis
Goals and Objectve
•
•
Goal : Becoming the leader of the beauty sector in
India
Objectves :
–
–
Obtaining a 30% growth in 2020 compared to the 2010’s results in the beauty sector in India to place the country among l’Oréal’s top 10 countries.
To double its consumer base to two billion
Marketng Strategy
•
•
Market Segmentaton Strategy
>> Geographic Segmentaton, Product-User
Segmentaton, Lifestyle Segmentaton, etc.
Targetng Strategy :
–
–
–
Mass Marketng: go afer the market as a whole with one ofer that answers common needs
Diferentated Marketng: go afer several market segments with ofers tailored to each
Target Marketng: go afer a small segment or sub-segment with a tailored ofer
Marketng Programs
Marketng Mix
PRICE
PRODUCT
Garnier Men range of
3 skin products focused on whitening
Moisturizer with
SPF or oil control and Face wash
Atributes:
simplicity and efcacy (fairer),light texture, naturalness good quality and good smell
Sachets format