L'Oreal Marketing Assignment (Shamyl Nadeem) V3.docx

L'Oreal Marketing Assignment (Shamyl Nadeem) V3.docx -...

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Submitted By T ABLE OF C ONTENTS PROBLEM STATEMENT ........................................................................................................................................... 2 SITUATION ANALYSIS .............................................................................................................................................. 2 MARKET RESEARCH ............................................................................................................................................... 2 MARKETING STRATEGY, ALTERNATIVES AND IMPLEMENTATION ........................................................ 2 M ARKETING STRATEGY ............................................................................................................................................... 2 P ROPOSED S TRATEGY AND I MPLEMENTATION ............................................................................................................ 3 Business in China Marketing Strategy Professor Judith Zethof GMBA April ‘18 Group A4 S HAMYL N ADEEM S ALES AND M ARKETING M ANAGEMENT
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1 P ROPOSED S TRATEGY .................................................................................................................................................. 3 APPENDIX .................................................................................................................................................................... 4 SALES AND MARKETING MANAGEMENT
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2 P ROBLEM S TATEMENT L’Oréal is an established personal care company operating in China since 1997. The parent brand has over 20 brands and experiencing double digit growth since the past decade. It has a target to double its consumer base by reaching out to an additional billion customers. China is a dynamic market with a lot of potential albeit with its own unique challenges. There is a rise of middle class which will be the world’s biggest middle class resulting in more people with disposable incomes to invest in themselves. The generation gap in terms of what was available in China 20 years ago is enormous with more foreign and domestic products being introduced at a rapid race into the Chinese market. The market in US and Europe in comparison is more mature and the growth is not at the same rate as the one experienced by China. This environment creates opportunities and challenges for Loreal, making anyone’s job at L’Oréal very exciting. S ITUATION A NALYSIS Helpful to achieving the objective Harmful to achieving the objective Strengths Largest beauty and cosmetic company with an extensive portfolio. Operational experience and success in over 130 countires. Focuses on continuous R&D to create more high qaulity products. Widespread distribution and heavy investment in training of makeup artists and hairdressers to promote its brands.
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