L'OREAL PARIS: How to rejuvenate the target audience for anti-ageing products?
Référence :
M2195(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Résumé
The date is November 2022. The huge anti-aging cosmetic market shows a high competition intensity on its different product categories and distribution networks.
In mass retailing, L'Oréal Paris remains a major actor, but faced with the evolution in consumers, their expectations and the competitors, your boss feels the need to rejuvenate the target currently pursued. Your mission as an assistant product manager is to come up with recommendations in that direction. L'Oréal is so strong in R&D that various formulae are currently available to be launched on various product categories using different key ingredients offering the benefits this target can look for.
Students are asked to produce the following elements: internal and external analysis, marketing strategy (targeting and positioning), marketing mix on 4Ps including the brand name, costing and scheduling these recommended actions, executive summary.
In mass retailing, L'Oréal Paris remains a major actor, but faced with the evolution in consumers, their expectations and the competitors, your boss feels the need to rejuvenate the target currently pursued. Your mission as an assistant product manager is to come up with recommendations in that direction. L'Oréal is so strong in R&D that various formulae are currently available to be launched on various product categories using different key ingredients offering the benefits this target can look for.
Students are asked to produce the following elements: internal and external analysis, marketing strategy (targeting and positioning), marketing mix on 4Ps including the brand name, costing and scheduling these recommended actions, executive summary.
Objectifs pédagogiques
The case will enable students to:
1. Gain knowledge on the anti-aging cosmetic market:
- What is its general momentum?
- What are consumers expectations?
- What are their buying behaviours?
- Who are the competitors?
2. Gain new skills:
- Unfolding an analytical approach integrating elements specific to the company and
the brand but also its market, will enable the students to better understand the
brand target and positioning to better assess the interest and attractiveness of the
three suggested alternative strategies.
- Writing a detailed marketing plan is required to solve the case.
3. Gain behavioural skills:
- Analytical skills (developing the detailed external and internal analyses is
recommended) and synthesis capabilities (by constructing a SWOT matrix and the
executive summary) should be applied for a good understanding of the case.
- Teamwork capacities are required when students work in groups.
- Capacity to work under time pressure when the case is used in an exam context.
1. Gain knowledge on the anti-aging cosmetic market:
- What is its general momentum?
- What are consumers expectations?
- What are their buying behaviours?
- Who are the competitors?
2. Gain new skills:
- Unfolding an analytical approach integrating elements specific to the company and
the brand but also its market, will enable the students to better understand the
brand target and positioning to better assess the interest and attractiveness of the
three suggested alternative strategies.
- Writing a detailed marketing plan is required to solve the case.
3. Gain behavioural skills:
- Analytical skills (developing the detailed external and internal analyses is
recommended) and synthesis capabilities (by constructing a SWOT matrix and the
executive summary) should be applied for a good understanding of the case.
- Teamwork capacities are required when students work in groups.
- Capacity to work under time pressure when the case is used in an exam context.
Mots-clés
Strategic diagnosis, market analysis, growth and development strategy, marketing-mix, marketing strategy, gen Z
Public
- Students in Bachelor and Master
- Specialized Masters
- Specialized Masters
Secteur d'activité
Perfumes and toilettries
Caractéristiques particulières
Debriefing PowerPoint : 39 slides
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Année de la problématique :
2022-2023
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
41 avec 14 page(s) annexe(s)
Temps d'utilisation :
plus de 3 heures (From 5 to 6 hours)
Code du secteur d'activité :
24 - Industrie chimique, pharmaceutique, parapharmaceutique
Note pédagogique :
Oui (7 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...
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M2195
Etude de cas
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