Contenido

L`O R É A L 1

COMPANY OVERVIEW 1

INDUSTRY OVERVIEW 2

PRODUCT OVERVIEW 2

GREAT LASH MASCARA 2

CUSTOMER ANALYSIS 2

MARKET SEGMENTATION 2

TARGET MARKET 3

Characteristics of the target group: 3

PROMOTION/COMMUNICATION STRATEGY 3

COMPETITIVE ANALYSIS 4

COMPETITIVE MARKETING ANALYSIS 4

BENCHMARKING 4

SWOT ANALYSIS 4

COMPETITIVE ADVANTAGE 6

POSITIONING 6

VALUE PROPOSITION 6

POSITIONING MAP 6

POSITIONING STATEMENT 7

L`O R É A L

COMPANY OVERVIEW

Before the facial cosmetics, L’Oreal was known as a hair-colorformula developed by French chemist Eugene Schueller in 1907. It was then known as"Aureole". Schueller formulated and manufactured his …ver más…

TARGET MARKET

Women in general, who search in a mascara lash-doubling formula glides on smooth to build great-looking lashes, full lash look without clumps or globs, hypoallergenic formula, washable and waterproof.

Characteristics of the target group:

Successful, fashionable, modern and independent women.

Mostly women from the middme and upper class.

Inhabitants of big cities.

PROMOTION/COMMUNICATION STRATEGY

L’Oreal’s particular skill is to buy local cosmetics brands, give them a facelift, and export them around to world. Their good brand management is about hitting the right audience with the right product, through a very carefully crafted portfolio. Each brand is precisely positioned to fill a certain market or product niche.

This attitude is reflected in many of L'Oreal's advertisements. L'Oreal has made concentrated efforts to create new markets through their Soft-Sheen/Carson African hair-care line. They have made a strategic alliance with the Japanese Shu Uemura in an attempt to gain a foothold in the rapidly expanding Asian market.

During the early days of advertising, L’Oreal commissioned promotional posters from various graphic artists to publicize the Company’s products. Today, L’Oreal takes on actresses or different personalities of all ages that best exudes the vision of the Company. Famous personalities enable average individuals to relate to their personal lives, that they can look as good,