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L'Oreal of Paris: Bringing "Class to mass" with Plenitude
Ana Paula Terzi-Palombo
1) Describe Plenitude's position in the US market in the early 1996. Why has it apparently been less successful in the US than in France when the French "success" formula was used in the US?
Because L'Oreal had a commitment with the trade that they would keep investing and supporting its brands financially and considering that P&G had a very strong market position in the "masstige" skin care category, long term ROI and profit were forecasted for the following years. It was planned that L'Oreal would gain share and well establish its brand Plenitude.
Despite careful planning, L'Oreal failed to meet profit targets 8 years after the US introduction of Plenitude due in past to Ponds' price strategy and Oil of Olay maintaining its leadership amongst other issues (see answer to question 2).
L'Oreal then decided to carefully study through research why The French success formula was not......
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Title: Analyst
Approximate Word Count: 1155
Approximate Pages: 5 (250 words per double-spaced page)
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