Marketing Business Report

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Topics: Marketing, Cosmetics
L’oreal Group
MCD 2050: Marketing 1, Major Assignment
Astari Deardaza (23756667)

Executive Summary
L'Oreal is the largest cosmetic group in the world. The company started in 1909 by Eugène Schueller because of the hair dye he invented. Since he opened the company there is a lot of changes happened from the company itself until the changes outside the company such as the macro environment also the microenvironment. Because of the environment changes, the way L'Oreal choosing the consumer is also different. They have to choose the right consumers that give them the most profit.
The macro environment change affect the company, such as demographic and technology environment. Because of this changes the company have to change their way to treat their consumers. Demographic changes the company because people nowadays are become busier than before and it makes convenient products are more wanted. From the technology environment side, if the environment changes or the technology is developed it makes the production become faster and less waste.
From the microenvironment, if the competitor change L’Oreal also have to update their product to become up-to-date because of the products is out of date then the customers will not be attracted. Another beside competitors is consumer itself. Consumers will demand more convenient product and it also will affect the company.
Because of these changes both macro and micro, L’Oreal have to change their way to offer their product. They have to be more unique and different from other products to make the consumers choose them instead of their competitors.

Table of Contents 1 Introduction 4 1.1 Industry 4 1.2 Company 4 2 Product Category 5 2.1 Three Levels of Product 5 2.1.1 Core Product 5 2.1.2 Actual Product 5 2.1.3 Augmented Product 6 2.2 Branding 6 2.3 Packaging 6 2.4 Labeling 6 3 Buyer Behavior 7 3.1 Internal Factors 7 3.1.1 Psychological Factor 7 3.1.2 Personal Factor 7 3.2 External

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