Table des matières
Introduction 3
Problematic 4
I)Presentation of L’Occitane 5
History 5
Values 6
Authenticity & Naturalness 6
Effectiveness & Pleasure 6
Respect & Responsibility 6
Continuous Improvement, Openness and Enterprise 7
II] Mix marketing: 4P 8
A) PRODUCT 8
L’Occitane’s commitment to “BIO” 12
Packaging Guidelines 14
JAPAN 15
INDIA 17
B)PRICE 20
C)ADVERTISING 23
The Advertising campaign of L’Occitane in Provence 23
The company goes beyond usual communication 24
Communication Strategies with Japan, China and the USA. 26
D)PLACE 32
III) International LinkS 37
1) How is « Provence » perceived abroad? 37
2) Reasons for its success: Does it work? And how? 37
Conclusion 39

Introduction

This study concerns a French company, moreover the choice was difficult. At first, we thought of world-famous companies, generally in the luxury sector. But our final choice was L’Occitane en Provence. This company is hardly known at all, because of their unusual strategy: contrary to one of its main competitors, Yves Rocher, L’Occitane en Provence distances itself by its positioning as well as its concept which is based on natural ingredients. Nevertheless L’Occitane en Provence has managed to implant its concept beyond the French borders. We shall thus study the strategy of L’Occitane en Provence: we shall then present the company, and study their "4P"s. We will end our analysis on their international report, and the way it exports its concept.

Problematic

How does L’Occitane use its
Provencal image abroad?

Therefore how can L’Occitane,
- so a French company -, find its place on the foreign markets? (the cases of United-States, Japan, China, India)

I)Presentation of L’Occitane

L’Occitane is a brand which makes cosmetics with plants. The company uses natural ingredients and produces in Provence, as its name indicates it. Such as: Shea butter, olive, roses, lavender, immortelle, almond, cherry blossom,