Another important element of the overall French marketing strategy was the incremental basis with which each product was launched and advertised. As an extension of set of beauty care products under plenitude revitalift series, awareness to consumer on the benefits of revitalift-eye product should be made known publically. Here are our recommendations: People buy it because of its reasonable price; can be easily found and very reliable. Answers to Case Study.
Even we are 2 positions in moisturizers, we still not making any money after entering US market. Leave a Reply Cancel reply Enter your comment here The lack of success of Plenitude in the U. You are commenting using your WordPress. Apparently, this has been less successful in the US than in France. Each segment was further categorised according to criteria such as skin type and time of usage.
L’Oreal of Paris: Bringing ‘Class to Mass’ with Plenitude
The lack of success in the U. Goldman Sachs Case Stu The plenitude range was originally launched in France circa with phenomenal results and in total,the French market for cosmetics was larger than that in the U. Exaggerates Plentitude in the Packing.
Change the image of Plentitude in the mass market. Plentitude of products Oil of Olay 14 Ponds 9 Nutrogena 5 Nivea 4 19 People think Plentitude has too many type of products and packaging is so wordy.
Plentitude product line is too huge. Plentitude of products Oil of Olay 14 Ponds 9 Nutrogena 5 Nivea 4 19 People think Plentitude has too many type of products and packaging is so wordy. Loreal started venturing into international business in and the product reached the USA, Canada, England and Brazil market in s.
Appendix – Exhibit 1 gives the Dollar Shares in Here are our recommendations: Change the image of Plentitude in the mass market. Plentitude product line is too huge.
People have high motivation to try it with department store quality in mass outlets. Building on stury changes to the tradition industry value curve, will be a reduction in prices for the cleanser and daily moisturizer segments in order to become more competitive as mentioned previously yet the treatment product line should maintain its premium pricing strategy stduy extending the special purpose of products within this category.
Please consider this plan with all of your suggestions and we would like to explain more details on this plan. We would also like to propose a new market strategy plan for Plenitude line in mass market of US. They have very traditional and generational brand image, people also has a demand to see new brand coming out in this market. The basis for success would have been provided by developing a diversification strategy that aligned products with the diverse wants and needs of the American market.
Setup trial campaign in Supermarket periodically. We are in the 3 position of moisturizers.
As lesson learnt during introducing the daily moisturizer that was sold at the premium price, introduction of revitalift-eye at discounted price can be best approach for Loreal.
Applying the same market strategy as in France Our new market strategy plan is to re-establish Plentitude brand image and bring it to successful and profitable in the nearly future.
We are in the 3 position of moisturizers. This strategy also provides consistency across the range.
Make it easy for consumers to know the difference within cleansers or moisturizers or treatments.
L’Oréal of Paris: Bringing “Class to Mass” with Plénitude by Irene Galletti on Prezi
Answers to Case Study. However the big question amongst executives was how to transfer this proven success formula and strategy to the United States. For Loreeal it included 5 parts: We would like to introduce advertising focus on Magazine and TV program which basically target on young people.