Cosmetics and Men Expert
Table of Contents
EXECUTIVE SUMMARY ................................................................................................. SITUATION ANALYSIS ................................................................................................... L’Oréal Canada – Company Profile ..................................................................... L’Oréal Paris Men Expert – Product Profile …………………………………………………… Men’s Cosmetics Market – Industry Overview ……………………………………………… Product Trends ……………………………………………………………………………………………… Consumer Trends …………………………….…………………………………………………………… Customer Segmentation ………………………………………………………….…………………… Competitive Analysis ……………………………………………………………………………………. SWOT and Gap ……………………………………………………………………………………………… MARKETING PLAN ………………………………………………………………………………………………….. Marketing Objectives ……………………………………………………………………………………. Positioning Strategy ……………………………………………………………………………………… Product ………………………………………………………………………………………………………… Price …………………………………………………………………………………………………………….. Place ……………………………………………………………………………………………………………. Promotion …………………………………………………………………………………………………… Financial Analysis ………………………………………………………………………………………… Implementation …………………………………………………………………………………………… Evaluation and Control ………………………………………………………………………………… Appendix A …………………………………………………………………………………………………………… Appendix B …………………………………………………………………………………………………………… Appendix C …………………………………………………………………………………………………………… Appendix D …………………………………………………………………………………………………………… Appendix E …………………………………………………………………………………………………………… Appendix F …………………………………………………………………………………………………………… References …………………………………………………………………………………………………………… 1 3 4 7 11 14 15 18 20 23 24 25 26 27 29 30 31 35 38 40 41 42 45 46 47 48 49
EXECUTIVE SUMMARY
COMPANY AND BRAND OVERVIEW L’Oréal Canada is a leading company in the cosmetic industry in Canada. The company mass-markets skin care products to men through its brand L’Oréal Paris Men Expert. Men Expert is the leader in non-luxury skin care market in
EXECUTIVE SUMMARY ................................................................................................. SITUATION ANALYSIS ................................................................................................... L’Oréal Canada – Company Profile ..................................................................... L’Oréal Paris Men Expert – Product Profile …………………………………………………… Men’s Cosmetics Market – Industry Overview ……………………………………………… Product Trends ……………………………………………………………………………………………… Consumer Trends …………………………….…………………………………………………………… Customer Segmentation ………………………………………………………….…………………… Competitive Analysis ……………………………………………………………………………………. SWOT and Gap ……………………………………………………………………………………………… MARKETING PLAN ………………………………………………………………………………………………….. Marketing Objectives ……………………………………………………………………………………. Positioning Strategy ……………………………………………………………………………………… Product ………………………………………………………………………………………………………… Price …………………………………………………………………………………………………………….. Place ……………………………………………………………………………………………………………. Promotion …………………………………………………………………………………………………… Financial Analysis ………………………………………………………………………………………… Implementation …………………………………………………………………………………………… Evaluation and Control ………………………………………………………………………………… Appendix A …………………………………………………………………………………………………………… Appendix B …………………………………………………………………………………………………………… Appendix C …………………………………………………………………………………………………………… Appendix D …………………………………………………………………………………………………………… Appendix E …………………………………………………………………………………………………………… Appendix F …………………………………………………………………………………………………………… References …………………………………………………………………………………………………………… 1 3 4 7 11 14 15 18 20 23 24 25 26 27 29 30 31 35 38 40 41 42 45 46 47 48 49
EXECUTIVE SUMMARY
COMPANY AND BRAND OVERVIEW L’Oréal Canada is a leading company in the cosmetic industry in Canada. The company mass-markets skin care products to men through its brand L’Oréal Paris Men Expert. Men Expert is the leader in non-luxury skin care market in