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


Entry Strategies For Indian Market (Contd..)

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


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



Marketing Mix

Ultra Doux Shampoo and Conditioner

Priced above average Differential pricing between signatures

Consumer division & Salon segment

Promoti on Print media
used over television

Excellence Hair Colorant

Perfume and beauty division


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

Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • India Essay
  • India Essay
  • India Essay
  • Essay on India
  • India Culture Essay
  • sports in india Research Paper
  • india shine Essay

Become a StudyMode Member

Sign Up - It's Free