CM1 students

Intro to Marketing
2014-2015
© LP CICGCI 2014 / 2015

Raluca MOGOS DESCOTES
Maître de conférences
IUT Charlemagne
Département TC [e-mail] 1

ASSESSEMENT
Marketing research project

40 %

– Tutorial 1 25%
– Tutorial 2 25%
– Final project 50%

Case study

10%

Final Exam

50 %

– Bonus points for participation
2

Marketing research project
◦ Your roles as marketing managers will be to conduct a marketing research regarding the brand changes conducted by LU on the FRENCH market.
◦

Students will work (in groups) on different cases of brand changes :

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1

Brand changes LU

4

Brand changes LU

5

Brand changes LU

6

2

Brand changes LU

4

Brand changes LU

5

Brand changes LU

6

2

Brand changes LU

4

Brand changes LU

5

Brand changes LU

6

2

Brand changes LU

4

Brand changes LU

5

Brand changes LU

6

2

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GARNIER brand was created in 1904 and was bought by L’Oréal’s group in 1965. It is specialized in hair and body care.
TAKE CARE
At Garnier, they combine high performance with active natural ingredients, to create caring products that take care of you, your skin and your hair.
For Garnier, beauty on the outside is the direct result of care on the inside.
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GARNIER (L’oreal groupe)

http://www.youtube.com/watch?v=X
4LgpG8Uw3Q&feature=related

http://www.youtube.com/watch?v=Ix_QS5bUTrU

PUB Garnier Ultra DOUX à la Camomille et Miel de fleurs
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Corporate
Strategy
Market
Opportunity
Analysis
Formulate
Marketing Strategy
Marketing Mix

Implementation

1. Explain the Corporate strategy of L’OREAL and analyse how Garnier fullfils these objectives ?
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Corporate Strategy
Corporate strategy
– What are our objectives?
– What businesses are we in?
– What resources do we have and how do we allocate them?
– How can we create a competitive advantage?
– How to establish synergies within our firm?

If you can answer these questions, then you have a corporate strategy!
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Objectives
Doubling of consumer base
–