Lancome Strategy

has met the challenge of leading L’Oreal to the front of the global cosmetics business through a careful strategy of global expansion. 1983: Jones defies colleagues who argue European brand Lancôme couldn’t compete with established American brands like Estee Lauder and Revlon. He declares war on Estee Lauder, convincing Macy’s to provide equal shelf space in its stores to Lancôme. Lancôme U.S. sales are boosted by 25%. 1996: L’Oreal makes a risky $758 million purchase of Maybelline. Maybelline’s

tu dis que tu veux faire une école derrière ton IUT pour avoir les « meilleurs enseignements » : une façon de dire qu’avec l’enseignement de l’IUT, ça ne suffira pas ! Pas cool pour eux … * Aucun contact pris avec des entreprises. COPY – STRATEGY Publicité choisie : ONE MILLION - PACO RABANNE * La campagne : La cible : Cette publicité est destinée aux hommes. Elle leur propose le nouveau parfum de Paco Rabanne, One million. Peut-être qu’elle veut principalement attirer

brands. He particularly invests himself in Dior development as it is one of the main brands of LVMH. He also puts himself as the artistic directors for Dior Activities, as John Galliano for Dior Couture and Victoire de Castellane for Dior Jewelry. The strategy business units profit from the economies of scale and know-how exchanges thanks to the great number of luxury brands owned by LVMH. However divisions are independent from each other in order to avoid a cannibalization phenomenon: the more the number

Biotherm, Vichy, L’Oreal Paris and Lancôme and Jean-Paul Gaultier. Clarins, Biotherm and Lancôme for example use sales in perfumeries - as Nocibé, Marionnaud, Sephora - to maintain a certain image, of quality and luxury, with high prices. On the other hand, Nivéa for Men and Gillette are present in super stores to reach a market target that is the widest as possible. It concerns the whole clientele. The strategy becomes by the same way a mass-marketing strategy, with aligned prices. • Care

INTRODUCTION Part 1: EXTERNAL DIAGNOSIS  Macro Environment  Offer  Demand Part 2: INTERNAL DIAGNOSIS  Yves Rocher  Club des Créateurs de Beauté  Success or Failure? Part 3: STRATEGY AND OPERATIONNAL DECISIONS  Yves Rocher  Club des Créateurs de Beauté CONCLUSION AND RECOMMENDATIONS 2  DEFINITION: substance intended to come into contact with the various superficial parts of the human body in order to clean them, perfume them, modify their aspects, protect them or

dans le luxe à bon escient. L’érotisme est un bon créneau. Autres exemples : Longchamps avec Kate Moss, Dior pour son fond de teint, YSL pour son parfum Paris, Ungaro avec un côté zoophile. La publicité se prépare avec un plan de campagne = copy strategy  document écrit qui présente la campagne en plusieurs étapes... Premium3097 Mots13 Pages " Qui a peur de madame lacriz ? " fiche de lecture l’aider. Toutes les deux en ont assez de devoir passer leurs soirées à faire des recherches sur divers

to charm or seduce, and teenagers who discover cosmetics and start to take an interest in having a good appearance. Sephora carries a variety of brand names such as Chanel, Clinique, Estée Lauder, Elizabeth Arden, Christian Dior, Biotherm, Lancôme, Benefit, Urban Decay, Stila, Guerlain, Yves Saint Laurent, Clinique and Clarins. There are also generic brands such as Maybelline, Bourjois, Rimmel and L’Oreal. Sephora carries over 250 brands from skin care, make-up, fragrance, bath, hair products

strategies. In order to have a better understanding of the case, we are going to explain all these strategies. This development will be divided into parts that relate important steps or points of their strategy. First of all the entry strategy in China will be developed and then its expansion strategy (marketing plan, research and development, acquisition of new brands…). L’Oréal had huge challenges by entering into this market. They had to face a high fragmented market with many local competitors

18/05/2010 INTERNATIONAL ECONOMIC RELATIONS EXPORT BUSINESS PLAN – BRAZIL MARKET Sommaire INTRODUCTION PHASE 1. INTERNAL ANALYSIS 1. 2. 3. 4. STRATEGY AND MARKETING MIX PRODUCTION ORGANIZATION FINANCE 4 6 6 7 8 9 EXTERNAL ANALYSIS PHASE 1 5. 6. 7. 8. 9. ECONOMIC ASPECTS POLITICAL ASPECTS DEMOGRAPHIC ASPECTS SOCIO CULTURAL ASPECTS IN RELATION WITH BEAUTY MARKET GEOGRAPHIC ASPECTS AND DISTRIBUTION STRUCTURE 11 11 15 17 19 20 EXTERNAL ANALYSIS PHASE 2 10- POTENTIAL BUYERS

renren.com, is a Facebook clone which connects the college students throughout China. China also has various alternatives to youtube.com including Youku.com and tudou.com which are used to share videos. Very few brands, (e.g. Tiffany and Co, Lancôme and Coach) have started to have more sophisticated digital platforms but they're relatively few and far between. Most of the luxury marketing in China is very centrally controlled, and that means that very few brands have a local marketing team.