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Problem Analysis
The huge success of L'Oreal Plenitude in French as the premium skin product with "class to mass" strategy was the primary reason for L'Oreal to expand the product to US market. The company started to enter the US market skin care in 1989 through mass channel by introducing the entire product line (14 SKU's) that had been developed in France, instead of launching the product one by one. Before Plenitude entered the US market, L'Oreal had had good reputation for its cosmetic and hair product, so the name was critical to sell the products. The company used the same formula "star" system in advertising as in France by putting bulk of dollars on the newest, most technologically advanced product. Even though Plenitude had a very strong introduction in the US by becoming the #2 brand in the market, the brand performance had been rather disappointing. In 1995, they had lost an approximate $12.5 million on the brand, and lost the #2 position to Pond's.
In 1995 and 1996,......
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Title: L'Oreal Plenitude Case Study
Approximate Word Count: 820
Approximate Pages: 4 (250 words per double-spaced page)
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L'Oreal Plenitude Case Study
L'oreal Plenitude case study. Problem Analysis The huge success of L'Oreal
Plenitude in French as the premium skin product with "class ... ... -
L'Oreal Case Study
... In this particular case, L'Oreal needs to decide if it would like to ... taking away
sales from a bottom feeder in the L'Oreal product Plenitude (5% market ... ... -
L'Oreal Case Mike Pekhazis Professor Young Mkt 301 L'Oreal Case ...
... Young MKT 301 L'Oreal Case Study Mike Pekhazis Robert Young 11/7/2005 Ms. Hamilton
needs to decide how to improve further upon Plenitude's current operations ... ... -
Analyst
... 2). L'Oreal then decided to carefully study through research ... in line with US tastes
and the Plenitude case in the US and its analysis gave L'Oreal a great ... ... -
L'Oreal
... have been associated with L'Oreal Paris Plenitude Age Perfect ... our work force and
customers are women - L'Oreal doesn't ... And this is certainly the case in terms ... ...
