欧莱雅市场营销策略英文版PPT

2001-present day
--The diversity of beauty throughout the world
With a portfolio of powerful, international brands, L’Oréal enters the 21st century by embracing diversity in its global growth agenda.
1985 “Paloma Picasso” the
fragrance of an o, fashion and jewellery designer, daughter of a symbolic figure and herself a charismatic spokeswoman of the 80s. She gives the fragrance her name, designs the bottle, selects its composition – a heady, distinguished chypré– and wraps it in red, her signature colour, unimaginable at the time in perfumery. She pulls it off masterfully: the brand is an instant success throughout the world.
Brands of L'OREAL
HR Lancome Biotherm
Kerastase L'OREAL
VICHY La Roche-Posay
L'OREAL Maybelline New York
Yue-Sai Garnier Mininurse
First-line brand
Second-line brand
Third-line brand
skin care products for girls
skin care products for boys
make-up products
2003 The Research Institute for Ethnic Skin and Hair opens in Chicago (USA) 2003 The Research Institute for Ethnic Skin and Hair opens in Chicago (USA)
Hairdressers against AIDS
Brand culture Good quality Good market strategy Positive brand image
Headed since 2006 by Chairman Lindsay Owen-Jones, and Chief Executive Officer Jean-Paul Agon, the Group continues to make new acquisitions to cover the world’s varied cosmetic needs, and to undertake new socially responsible initiatives in the interests of sustainable development for all.
The move forges the first link in the chain that is to become L’Oréal “DNA”: using research and innovation to enhance beauty.
1957-1983-L’Oréal on the road to greatness
History of L'OREAL
Market strategy
-Product -Star endorsement -Public relations
1900-1950-First steps: the model takes shape
In 1909, young chemist and natural entrepreneur Eugène Schueller sets up the company that will later become L’Oréal.
欧 莱 雅 让 世 界 更美 好
Quality function
style brand packaging
4P+2P
product
public relations
Use news media power
Price
2. Different price levers
Trial activities Experience activities Buy give Star sign the sales Ads(Star endorsement )
1900-1950-First steps: the model takes shape
Everything begins with one of the first hair dyes, which he designs, produces and sells to hairdressers in Paris.
promotion
Political Power
a good relationship with government
Place
ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.
The company motto is “Savoir saisir ce qui commence” (seize new opportunities).
1984-2000-Becoming number one in the beauty industry
These twelve years are marked by a great period of growth for L'Oréal, mainly driven by the significant investments made by the group in the field of research.
These are the formative years of “Le Grand L’Oréal”.
At the instigation of Chairman François Dalle, the Group starts to expand internationally.
Acquisitions of strategic brands mark the beginning of a period of spectacular growth for the company. Emblematic products come into being.
Alongside these efforts are strategic product launches that not only make history, but also succeed in strengthening the Group’s brand image.
In 1988, François Dalle's successor, the research and development pioneer Charles Zviak, hands over the reins of the company to Lindsay Owen-Jones, a truly outstanding director.
Under his management, the Group would completely change in scope to become the world leader in cosmetics through the worldwide presence of its brands and strategic acquisitions.