资源描述
03 七月 2024欧莱雅市场营销策略英欧莱雅市场营销策略英文版文版30 七月 2023欧莱雅市场营销策略英文版1History of LOREALHistory of LOREAL Market strategyMarket strategy -Product -Product -Star endorsement -Star endorsement -Public relations -Public relations History of LOREAL Market stra2THE HISTORYTHE HISTORYTHE HISTORY3In 1909,young chemist and natural entrepreneur Eugne Schueller sets up the company that will later become LOral.1900-1950-First steps:the model takes shapeIn 1909,young chemist and nat4Everything 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.1900-1950-First steps:the model takes shapeEverything begins with one of 5These 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 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 greatnessThese are the formative years 6These twelve years are marked by a great period of growth for LOral,mainly driven by 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,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 the beauty industryThese twelve years are marked 71985“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 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 frag8With a portfolio of powerful,international brands,LOral 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 initiatives in the interests of sustainable development for all.2001-present day-The diversity of beauty throughout the worldWith a portfolio of powerful,9MARKET STRATEGYMARKET STRATEGY10欧 莱 雅 让 世 界 更 美 好欧 莱 雅 让 世 114P+2P4P+2PproductPricepromotionPlacepublic relations Use news media power Quality function style brand packaging 2.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+2PproductPricepromotionPlac12ProductProduct13Brands of LOREALBrands of LOREALBrands of LOREAL14HR Lancome Biotherm Kerastase LOREAL VICHY La Roche-Posay LOREAL Maybelline New York Yue-SaiGarnier MininurseFirst-line brandSecond-line brandThird-line brandKerastase LOREALFirst-l15skin care products for girlsskin care products for girls skin care products for girls 16skin care products for boysskin care products for boys skin care products for boys 17make-up productsmake-up productsmake-up products18Star endorsementStar endorsement19欧莱雅市场营销策略英文版课件20欧莱雅市场营销策略英文版课件21欧莱雅市场营销策略英文版课件22欧莱雅市场营销策略英文版课件23Publical relationsPublical relations242003 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 fo25Hairdressers against AIDSHairdressers against AIDS26Good qualityBrand culturePositive brand image Good market strategyGood qualityBrand culturePosit27欧莱雅市场营销策略英文版课件28
展开阅读全文