Professional Documents
Culture Documents
Channin Campbell
Samantha Chan
Sabrina Minaya
Erica Ryan
Rose San Juan
Itael Toibman
L’Oréal’s BACKGROUND
Founded in 1907 by French chemist, Eugene Schiller
◦ 2000 products
◦ 500 brand names
◦ In over 150 countries
L’Oréal’s Strategy :
◦ “Quality, innovation and geographic expansion”
L’Oréal’s BACKGROUND
QUICK FACTS
US advertising positioning:
◦ “high end, superior performance but accessible”
◦ “class of the mass” (“class to mass”)
◦ “Reduces Signs of Aging”
1990 1995
Sales $31.7MM Approx. $63.4MM
With this alternative one thing to watch out for is not taking too
much information out so that everyone is confused.
Evaluation of Alternatives (cont.)
Alternative #3: Simplify pricing structure
Moisturizers - Market Size and Brand Shares (Dollar Basis - All Mass Outlets)
*This is an estimate based on our interpretation of the financial and case information
available.
Discussion Questions:
1. Do you agree with the recommendation
provided?