L'Oréal. Lakme

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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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