LOREAL PLENITUDE CASE STUDY PPT

While the first three alternatives focused on simplifying, this alternative is focused on specifying the product line to target younger customers with cleansers and moisturizers, while at the same time targeting advertisements of specialty products to older women. Compare Plentitude product line with our major competitors. Review current pricing strategy. Registration Forgot your password? Appendix – Exhibit 1 gives the Dollar Shares in This could be done follow with another market research.

This is a typical research in-store shelf arrangement evaluation of Plenitude. Answers to Case Study. All rights reserved 1 Learning Outcomes — Chapter 2 1. Here are our recommendations: Technology is a greater asset in selling treatment moisturizers instead of daily moisturizers. Change the image of Plentitude in the mass market. Please consider this plan with all of your suggestions and we would like to explain more details on this plan.

We plan to have trial event at Mega supermarket every 6 month. Setup trial campaign in Supermarket periodically.

This could be done follow with another market research. Or do they continue with the promoting “Revitalift-Eye” as a “star product” where they would put all money and marketing support towards that one product?

Bringing “Class to Mass” with Plénitude

They feel Plentitude seems complicated. Sales were doubled compare with but we spend in Advertising and profit still in negative. 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.

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About project SlidePlayer Terms of Service. We think you have liked this presentation. Review current pricing strategy. Change the image of Plentitude in the mass market. Feedback Privacy Policy Feedback. Here is loreak these strategies will affect marketing expenditures: If you wish to download it, please recommend it to your friends in any social system.

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That is consumers perceive the line to be too complicated, due to the amount of information on the packaging, and too expensive. Introduction of Current Situation As you may aware, Plentitude sales grew well through and we hit a four-year sales plateau after that. All rights reserved 1 Learning Outcomes — Chapter 2 1.

loreal plenitude case study ppt

Published by Ashton Springle Modified over 4 years ago. Apparently, this has been less successful in the US than in France. Apparently this is not the actual Plenitude brand image of what we want. When doing such do they try to establish the “class” part of a value proposition by focusing more on their moisturizers and cleansers? Share buttons are a little bit lower. 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 plenitude case study ppt

They have very traditional and generational brand image, people also has a demand to see new brand coming out in this market. Pleniutde believe that the best approach is to focus on product differentiation and targeting niche markets, while at the same time simplifying the product line. Are American women as educated French women when it comes to skin care?

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L’Oréal of Paris: Bringing “Class to Mass” with Plénitude by Irene Galletti on Prezi

Compare with other brand, Plentitude has more types of product. Is technology an important factor in over-the-counter cleaners and moisturizers? Appendix – Exhibit 1 gives the Dollar Shares in They like packaging too, it has an expensive look.

Even we are 2 positions in moisturizers, we still not making any money after entering US market. Pleniude are in the 3 position of moisturizers. Many of its competitors were much stronger in the daily segment. To use this website, you must agree to our Privacy Policyincluding loeeal policy. Divide product line to target younger and older users Dividing the product line is an alternative that is in a slightly different direction than the others.