Advertising and Plenitude
Case Report
Team 4:
Li Zhao
Ruiqing Zhang
Jingxing Zhou
Caiyuan Liu
Yang Han
Tianyi Ma
Changxin Chen
Hang Yin
The product of plenitude line was still being sold only in France where it took over unit share leadership in moisturizers despite its price premium. For 1987, its dollar share of the French mass moisturizer market was leading 19.6% VS Henkel’s
Diadermine 13.0% and Nivea’s 8.8%.( The data comes from the 4th page of case.)
Comparing with the products in the market of France , the products of Plenitude were introduced covering 3 categories which are basic moisturizers, treatment moisturizers and cleansers. In the moisturizers of market, the share of market improved from 11.7% in 1991 to 14% in 1995 and quickly ranked to 2nd in 1996 in U.S . According to the appendix 1, treatment moisturizers and cleansers is 33.97434, 80.30488125 and
33.4940625 respectively, offering a evidence about the improving of sales of
Plenitude.
Plenitude concentrates on resource, technology and supports on newest “Star Product” to pull the entire line. So the price has a 30% price premium over incumbents. In addition, its advertising strategy is distinctive. From the initial printed advertisement to sequential television advertisement, Plenitude always dominated advertising medium to expand its influence. In most people’s mind, L’OREAL Plenitude is a used by upper class and aged people who like to spend money on themselves. Oil of Olay and Pond’s has more users on Unconcerned and Price Conscious segment. It shows
Plentitude didn’t going well for mass market like students, housewives, mothers etc.
Apparently this is not the actual Plenitude brand image of what we want.
We can see two of the vectors go in the same general direction. What this shows us is that brands which rated high on “contain AHA” were also rated high on “Exfoliate the skin”. These two vectors have highly correlated. We drop a perpendicular from the band to the
Team 4:
Li Zhao
Ruiqing Zhang
Jingxing Zhou
Caiyuan Liu
Yang Han
Tianyi Ma
Changxin Chen
Hang Yin
The product of plenitude line was still being sold only in France where it took over unit share leadership in moisturizers despite its price premium. For 1987, its dollar share of the French mass moisturizer market was leading 19.6% VS Henkel’s
Diadermine 13.0% and Nivea’s 8.8%.( The data comes from the 4th page of case.)
Comparing with the products in the market of France , the products of Plenitude were introduced covering 3 categories which are basic moisturizers, treatment moisturizers and cleansers. In the moisturizers of market, the share of market improved from 11.7% in 1991 to 14% in 1995 and quickly ranked to 2nd in 1996 in U.S . According to the appendix 1, treatment moisturizers and cleansers is 33.97434, 80.30488125 and
33.4940625 respectively, offering a evidence about the improving of sales of
Plenitude.
Plenitude concentrates on resource, technology and supports on newest “Star Product” to pull the entire line. So the price has a 30% price premium over incumbents. In addition, its advertising strategy is distinctive. From the initial printed advertisement to sequential television advertisement, Plenitude always dominated advertising medium to expand its influence. In most people’s mind, L’OREAL Plenitude is a used by upper class and aged people who like to spend money on themselves. Oil of Olay and Pond’s has more users on Unconcerned and Price Conscious segment. It shows
Plentitude didn’t going well for mass market like students, housewives, mothers etc.
Apparently this is not the actual Plenitude brand image of what we want.
We can see two of the vectors go in the same general direction. What this shows us is that brands which rated high on “contain AHA” were also rated high on “Exfoliate the skin”. These two vectors have highly correlated. We drop a perpendicular from the band to the