歐萊雅市場營銷策略英文版課件

1、27 九月 2022歐萊雅市場營銷策略英文版24 九月 2022歐萊雅市場營銷策略英文版History of LOREAL Market strategy -Product -Star endorsement -Public relations History of LOREAL Market straTHE HISTORYTHE HISTORYIn 1909, young chemist and natural entrepreneur Eugne Schueller sets up the company that will later become LOral. 1900-1950-Fi

2、rst steps: the model takes shapeIn 1909, young chemist and natEverything 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 enhance beauty.1

3、900-1950-First steps: the model takes shapeEverything 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 spectacular growth fo

4、r 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 greatnessThese are the formative years These twelve years are marked by a great period of growth for LOral, mainly driven by the significan

5、t 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, hands over the r

6、eins 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 the beauty industr

7、yThese 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 its composition a

8、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 fragWith a portfolio of powerful, international brands, LOral enters the 21st cent

9、ury 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 initiatives in the in

10、terests of sustainable development for all.2001-present day-The diversity of beauty throughout the worldWith a portfolio of powerful, MARKET STRATEGYMARKET STRATEGY歐 萊 雅 讓 世 界 更 美 好歐 萊 雅 讓 世 4P+2PproductPricepromotionPlacepublic relations Use news media power Quality function style brand packaging 2

11、. Different price leversTrial 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.Political Power a good relationship with government4P+2PproductPricepromotionPlacProductProductBran

12、ds of LOREALBrands of LOREALHR Lancome Biotherm Kerastase LOREAL VICHY La Roche-Posay LOREAL Maybelline New York Yue-SaiGarnier MininurseFirst-line brandSecond-line brandThird-line brandKerastase LOREALFirst-lskin care products for girls skin care products for girls skin care products for boys skin

13、care products for boys make-up productsmake-up productsStar endorsementStar endorsement歐萊雅市場營銷策略英文版課件歐萊雅市場營銷策略英文版課件歐萊雅市場營銷策略英文版課件歐萊雅市場營銷策略英文版課件Publical relationsPublical relations2003 The Research Institute for Ethnic Skin and Hair opens in Chicago (USA) 2003 The Research Institute for Ethnic Skin and Hair opens i