кейси для індивідуальної роботи 2014 н.р. / L'OrщalGroupein Beauty and Personal Care

•Garnier is L'Oréal's mass brand and is positioned in the low-to-mid-priced segment. The brand has been the company's focus for growth, as it drives its global expansion. L'Oréal operates a strict brand policy, and brands are designed with specific channels in mind. The company is careful not to place a brand in the wrong retail channel. For example, its premium products are for department stores. L'Oréal Paris, at the higher end of the mass range, is mid-market through retail outlets such as Boots, Superdrug, while Garnier is suitable for any type of mass channel.

•Emerging markets lack widespread modern retail infrastructures and countries such as Pakistan and India rely on kiosks in the remote areas. To establish strong presence in these markets, L'Oréal needs to bring kiosks under its retail coverage, and Garnier is the brand for this.

•L'Oréal Paris is a mid-to-upper-mid brand, designed to offer high-quality cosmetics at affordable prices, which can be described as masstige. The brand is represented by leading celebrities across the world, upholding the brand's multiethnicity and diversity. Using global celebrities infuses a glamour essence to the brand. L'Oréal Paris can be described as a pioneer in offering a high quality glamorous brand at an affordable price, thus presenting strong competition for premium brands such as Estée Lauder. In 2010, L'Oréal Paris recorded year-on-year growth of 6%, with a share of just over 3% in the global beauty and personal care market. The brand generates 45% of its total sales in Western Europe and another 20% in North America. L'Oréal Paris's leading products are hair care, skin care and colour cosmetics.

•Lancôme is L'Oréal's long-standing premium brand, with strong brand equity. After a period of relative stagnation, Lancôme was revived with the launch of the muchpublicised Genifique – based on 10 years of research designed to reactivate youth genes. Genifique was very well received, catapulting Lancôme to the forefront of technological development, a much needed move to give it momentum. In 2010, Lancôme held a near 5% share of the global premium beauty and personal care market. The brand recorded 5% year-on-year growth – continuing to benefit from Genifique and other new launches.

•L'Oréal has benefited from successful launches in recent years based on new and more advanced technology, but the company will benefit more by exploring new media to further enhance its brand experience. It has launched iPhone applications, but could make its brand websites more interactive. For example, Estée Lauder’s brand website allows users to upload their own photos and try on different shades. One of OPI’s features is the step-by-step guidance to using its products. In addition, consumers can also have a play with different shades on different skin tones and nail lengths. MAC helps users find the right foundation with the help of video footage. Users also have the option of live chatting on MAC websites.

•These are some of the features that L'Oréal could consider adopting. Internet users are projected to increase, and by making its website interactive it can drive more traffic.

% of world population

% of World’s on Internet

45

40

35

30

25

20

15

10

5

0

North America 10

Factories: 2 in Canada

and 8 in the US

1 in Mexico

1 in Israel

1 in Japan

1 in India

•L'Oréal should increase its focus on The Body Shop brand. Increasing health and wellness concern is creating opportunities for naturally/organically placed brands. The Body Shop was a pioneer in this field and enjoys strong brand familiarity although its credibility in recent years have suffered. Investment in product launches and marketing campaigns could see The Body

Shop’s sales rise at a higher rate. Moreover, the brand has potential in markets such as China, India and Brazil where consumers prefer naturally/organically placed brands and also have the income power.

•L'Oréal has made a number of successful launches based on sophisticated product technology. The company will benefit more by combining its sophisticated product range with more interactive brand websites, to help enhance brand experience. L'Oréal could make use of video footage, live chat and other interactive tools to represent its brands. The penetration of internet users has a strong growth projection. By making its brand websites more interactive, L'Oréal will drive greater internet traffic.

•L'Oréal has been prioritising growth in emerging markets including BRIC and frontier markets. In 2009, L'Oréal opened new subsidiaries in Egypt and Pakistan. Other markets L'Oréal is likely to benefit from are Iran and Indonesia. Iran will be amongst the top five countries to drive value growth in colour cosmetics and deodorants, while Indonesia will be the fifth leading country to drive value growth in skin care. L'Oréal’s high-quality brands at accessible price points could help drive growth in these markets.

•L'Oréal has relied on value for money to drive growth in the face of the economic downturn. It has incorporated some sophisticated product technology into its mass range, which helped its sales grow. Value for money is a trend that is likely to continue into the future and L'Oréal will benefit from continuing with this strategy.

•Moreover, L'Oréal will benefit by introducing this trend in the emerging markets as well, where limited income creates a strong growth opportunity for its more accessibly-priced mass range.

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