Loreal India
Entry Strategies For Indian Market
Ultra Doux Shampoos
• Masstige product under the brand name Garnier • Combination of low cost and natural ingredients • Price at 15% premium of their nearest competitor
• Positioned as a superior alternative to Conditioner Shampoo and provided excellent performance Ultra Doux • Contributed to 30% of sales value of entire Ultra Doux Range of products Conditioners
Excellence Hair Colorants
• Breakthrough product which was a result of strong gap analysis • It’s patented polymers provided superior performance • The do-it-yourself kit provided an easy way to apply the color
1
Entry Strategies For Indian Market (Contd..)
Promotion
Positioned as a premium product; targeted at upper middle class and was sold only in Metropolitan Cities Newspapers (For target marketing) and Magazines as medium for advertising Developed professional salon training centers in Delhi and later expanded to Mumbai
2
Evolution of Marketing Strategy ’91-’98
Focus on Quality & Credibility Color Centers Beauty Advisors Special Dispenser Unit Choose shades of Excellence Merchandising Distinguishable Shelves Customer Advisory Cell Print Advertising, P-O-Sales material sampling
1991
3
1998
Marketing Mix
Product
Ultra Doux Shampoo and Conditioner
Price
Priced above average Differential pricing between signatures
Place
Consumer division & Salon segment
Promoti on Print media used over television
Excellence Hair Colorant
Perfume and beauty division
Merchandising
Synergie Signature Brand
L'Oreal Paris – people willing to pay more Laboratories Garnier – entry level, accessible
Active cosmetics division
Beauty advisors
Success factors for Excellence range of colorants
Gap Analysis
• Identified the Gaps in the current products prevalent in the market. • Ammonia Based Dyes – dried and damaged hair; Henna faded out; Messy to apply; Provided limited color choices
Target Customers
•
Ultra Doux Shampoos
• Masstige product under the brand name Garnier • Combination of low cost and natural ingredients • Price at 15% premium of their nearest competitor
• Positioned as a superior alternative to Conditioner Shampoo and provided excellent performance Ultra Doux • Contributed to 30% of sales value of entire Ultra Doux Range of products Conditioners
Excellence Hair Colorants
• Breakthrough product which was a result of strong gap analysis • It’s patented polymers provided superior performance • The do-it-yourself kit provided an easy way to apply the color
1
Entry Strategies For Indian Market (Contd..)
Promotion
Positioned as a premium product; targeted at upper middle class and was sold only in Metropolitan Cities Newspapers (For target marketing) and Magazines as medium for advertising Developed professional salon training centers in Delhi and later expanded to Mumbai
2
Evolution of Marketing Strategy ’91-’98
Focus on Quality & Credibility Color Centers Beauty Advisors Special Dispenser Unit Choose shades of Excellence Merchandising Distinguishable Shelves Customer Advisory Cell Print Advertising, P-O-Sales material sampling
1991
3
1998
Marketing Mix
Product
Ultra Doux Shampoo and Conditioner
Price
Priced above average Differential pricing between signatures
Place
Consumer division & Salon segment
Promoti on Print media used over television
Excellence Hair Colorant
Perfume and beauty division
Merchandising
Synergie Signature Brand
L'Oreal Paris – people willing to pay more Laboratories Garnier – entry level, accessible
Active cosmetics division
Beauty advisors
Success factors for Excellence range of colorants
Gap Analysis
• Identified the Gaps in the current products prevalent in the market. • Ammonia Based Dyes – dried and damaged hair; Henna faded out; Messy to apply; Provided limited color choices
Target Customers
•