Loreal India

Topics: Upper middle class, Middle class, Lower middle class Pages: 4 (529 words) Published: August 23, 2013
Entry Strategies For Indian Market
Ultra Doux Shampoos

• Masstige product under the brand name Garnier • Combination of low cost and natural ingredients • Price at 15% premium of their nearest competitor

• Positioned as a superior alternative to Conditioner Shampoo and provided excellent performance Ultra Doux • Contributed to 30% of sales value of entire Ultra Doux Range of products Conditioners

Excellence Hair Colorants

• Breakthrough product which was a result of strong gap analysis • It’s patented polymers provided superior performance • The do-it-yourself kit provided an easy way to apply the color

1

Entry Strategies For Indian Market (Contd..)
Promotion

Positioned as a premium product; targeted at upper middle class and was sold only in Metropolitan Cities Newspapers (For target marketing) and Magazines as medium for advertising Developed professional salon training centers in Delhi and later expanded to Mumbai

2

Evolution of Marketing Strategy ’91-’98
Focus on Quality & Credibility Color Centers Beauty Advisors Special Dispenser Unit Choose shades of Excellence Merchandising Distinguishable Shelves Customer Advisory Cell Print Advertising, P-O-Sales material sampling 1991

3

1998

Marketing Mix

Product
Ultra Doux Shampoo and Conditioner

Price
Priced above average Differential pricing between signatures

Place
Consumer division & Salon segment

Promoti on Print media
used over television

Excellence Hair Colorant

Perfume and beauty division

Merchandising

Synergie Signature Brand

L'Oreal Paris – people willing to pay more Laboratories Garnier – entry level, accessible

Active cosmetics division

Beauty advisors

Success factors for Excellence range of colorants
Gap Analysis

• Identified the Gaps in the current products prevalent in the market. • Ammonia Based Dyes – dried and damaged hair; Henna faded out; Messy to apply; Provided limited color choices

Target Customers

•...
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