L'Oréal. Lakme
Commentaire de texte : L'Oréal. Lakme. Recherche parmi 300 000+ dissertationsPar flew • 14 Février 2015 • Commentaire de texte • 362 Mots (2 Pages) • 561 Vues
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L'Oréal Paris
Parent Company
L'Oréal
Category
Personal Care brands- Cosmetics
Sector
FMCG
Tagline/ Slogan
Because you’re worth it
USP
Best caters to the demands of women of different cultures through constant research and innovation
STP
Segment
Women of upper middle class
Target Group
The affluent women 27+, the aging and also the masses of the developed countries
Positioning
High end brand in consumer division ,affordable luxury
SWOT Analysis
Strength
1. Continuing research and innovation in the interest of beauty which assures that the L’Oreal Cosmetics offers the best to their consumers.
2. Leader in the growing cosmetics industry despite the competition in the market.
3. High-end advertising which adapts to the culture of target audience
4. Has over 60,000 employees globally
5. Apart from hair colour, skin care, sun protection, make-up, perfumes and hair care, the company is active in the dermatological and pharmaceutical fields and is the top nanotechnology patent-holder in the United States
6. L’Oréal has operations in over 130 countries and over 4o manufacturing plants
Weakness
1. Decentralized organizational structure. Due to the many subdivisions of the Company, there is also the difficulty in the control of L’Oreal
2. Stiff competition from other leading cosmetic established brands
Opportunity
1. Growing market that ranges from the affluent, the aging and also the masses of the developed countries
2. Greater market share because of the numerous patents registered by the Company.
Threats
1. Growing competition within the field of cosmetic brands
2. Economic downturn that is quite evident in other countries
3. L’Oreal Group may be producing the best of its line, people may find that their products are not of their basic needs and would skip buying L’Oreal products.
Competition (main)
Competitors
1. Revlon
2.Chambor
3. Lakme
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