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1、2022年12月12日星期一,欧莱雅市场营销策略英文版,24 九月 2022欧莱雅市场营销策略英文版,History of LOREAL,Market strategy -Product -Star endorsement -Public relations,History of LOREAL Market stra,THE HISTORY,THE HISTORY,In 1909, young chemist and natural entrepreneur Eugne Schueller sets up the company that will later become LOral.,19
2、00-1950-First steps: the model takes shape,In 1909, young chemist and nat,Everything begins with one of the first hair dyes, which he designs, produces and sells to hairdressers in Paris. The move forges the first link in the chain that is to become LOral “DNA”: using research and innovation to enha
3、nce beauty.,1900-1950-First steps: the model takes shape,Everything begins with one of,These are the formative years of “Le Grand LOral”.At the instigation of Chairman Franois Dalle, the Group starts to expand internationally.Acquisitions of strategic brands mark the beginning of a period of spectac
4、ular growth for the company. Emblematic products come into being.The company motto is “Savoir saisir ce qui commence” (seize new opportunities).,1957-1983-LOral on the road to greatness,These are the formative years,These twelve years are marked by a great period of growth for LOral, mainly driven b
5、y the significant investments made by the group in the field of research.Alongside these efforts are strategic product launches that not only make history, but also succeed in strengthening the Groups brand image.In 1988, Franois Dalles successor, the research and development pioneer Charles Zviak,
6、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.,1984-2000-Becoming number one in t
7、he beauty industry,These twelve years are marked,1985 “Paloma Picasso” the fragrance of an extraordinary womanPaloma Picasso, 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
8、its composition a heady, distinguished chypr 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.,1985 “Paloma Picasso” the frag,With a portfolio of powerful, international brands, LOral
9、enters the 21st century by embracing diversity in its global growth agenda.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 worlds varied cosmetic needs, and to undertake new socially responsible i
10、nitiatives in the interests of sustainable development for all.,2001-present day,-The diversity of beauty throughout the world,With a portfolio of powerful,MARKET STRATEGY,MARKET STRATEGY,欧 莱 雅 让 世 界 更 美 好,欧 莱 雅 让 世,4P+2P,Use news media power,Quality function style brand packaging,2. Different price
11、 levers,Trial activities Experience activities Buy give Star sign the sales Ads(Star endorsement ),ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.,a good relationship with government,4P+2PproductPricepromotionPlac,Product,Product,Brands of LOREAL,Brands of LOR
12、EAL,First-line brand,Second-line brand,Third-line brand,Kerastase LOREALFirst-l,skin care products for girls,skin care products for girls,skin care products for boys,skin care products for boys,make-up products,make-up products,Star endorsement,Star endorsement,欧莱雅市场营销策略英文版课件,欧莱雅市场营销策略英文版课件,欧莱雅市场营销策
13、略英文版课件,欧莱雅市场营销策略英文版课件,Publical relations,Publical relations,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),2003 The Research Institute fo,Hairdressers against AIDS,Hairdressers against AIDS,Good quality,Brand culture,Positive brand image,Good market strategy,Good qualityBrand culturePosit,欧莱雅市场营销策略英文版课件,
