Amrita singh,pgp30067 section b
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Transcript of Amrita singh,pgp30067 section b
Loreal Paris
LOreal ParisSubmitted to:Prof. Sameer Mathur
Brand Management, Section BAmrita Singh (pgp30067)
Established in 1909 at Clichy, France
2000 products, 500 brands, 150 countries
Cosmetics account for 81% revenues
Worlds largest cosmetic brand
Strategy: Quality, innovation and geographic expansion
Biggest beauty brand in the world
HQ: Paris, France
3 broad categories: make up, skin care, styling and hair
Official make up artist for the Cannes film festival-17 years
35 international brand ambassadors
Beauty, cosmetic & personal care industry in India:4.High popularity of products customized to local market needs 3.Driven by culture and traditions in Bollywood5.Rise in beauty awareness2.Untapped Indian cosmetics markets1. Growing retail marker coupled with multiplied disposible income
Number crunching:
The Indian cosmetic industryis worth 950 million USD
Growing at 15-20% annually
Pegged at 2.68 billion USD by 2020
Growth of cosmetic products in India is a whopping 60% overthe last 5 years
LOreal Paris: Products in India
II) Make upI) HairIII) Skin care
I) HairII) Make upIII) Skin careNeeds: Anti aging, whitening, UV protection, hydration and make up removerBrands: Revitalift, Youth Code, White Perfect, Hydra Fresh, UV perfect, Go 360Product: cleanser, toner, moisturizer, eye cream, day cream, night cream, scrub. Price: INR 99 to INR 999
Needs: everyday look, glamour look, perfect finish, tone matchBrands: Colour Rich, True Match, Infallible lipsticks, True Liner, Lucent Magique, Base Magique, Super liner, Pure Reds, Lash Architect Product: mascara, eye shadow, eyeliner, blush, kajal, BB cream, concealer, lipstick, lip gloss, lip liner Price: INR 225 to INR 995
Needs: damaged hair, hair fall, rough hair, nourished hair, dull hair, coloured hairBrands: Total Repair , Fall Repair 3X, 6 Oil Nourush, Colour Protect, Nutri Gloss, Smooth ProtectProduct: shampoo, conditioner, masque, tonic, masque, serum Price: INR 199 to INR 1095
Target segment :
Urban classes from all racesThe beauty consciousThe new gen women : Multi-taskers
Brand ambassadors
Customized for YOU!!
Multi channel approach:
Positioning :
Professionally crafted productsDelivering high qualityPerfectionStylized and iconizedElement of self esteem and worthEmotional product
Emotional connectFunctional benefit
Perceptual map :X axis : How well the target segment identified with the brand emotionallyY axis : The quality of product in fulfilling the functionality sold for.
LOreal Paris is a supreme brand acing on both dimensions.
Biggest competitor: Mac
The map is based on primary research and verbal discussions with the target segment.
Lets dwell into Mac.
Brand ambassadors
I dont care, I love it!!!
A quick comparison..
Product category I ) Lip sticksLOreal ParisMAC
Three types: Lip liner, lip gloss and lip balm in 9 effects namely glossy, matte, pumping, satin etc.Positioning : Variety in looks, have your signature colour that makes you confident.Price: INR 500- 999Brand ambassador: Aishwariya Rai, Sonam Kapoor, Frieda Pinto
Five types: Lip liner, lip care, lip primer, lip pencil, lip gloss and stick. Positioning : Trustworthy, professional, credible, expensive.Price: INR 975- 3300Brand ambassador: Ricky Martin, Kim Kardashian, Madonna, Rihana
Product category I ) KajalLOreal ParisMACThree types: Mascara, kajal, eye linerPrice: INR 500- 999Brand ambassador: Aishwariya Rai, Sonam Kapoor, Frieda Pinto
Five types: Lash , liner, mascara. Kohl, fluid line, brow. Price: INR 975- 1430Brand ambassador: Ricky Martin, Kim Kardashian, Madonna, Rihana
THANK YOU