L'Oreal Nederland B.V.: Product Introduction
Case Study Analysis
Prepared by
Supervised by
Mr.
Year
2009-2010
Case synopsis
• L 'Oreal headquarter is in France and require from their subsidiaries around 100 countries to introduce two or more from their product within the few years. L 'oreal Netherland director faces two difficult decision whether to introduce Synergie the skin care product and Belle Couleur hair product or one of them. If they introduce them in the Dutch market what will happen for their product from the same company that may compete them or take the force sale of their product in the market.
• L 'Oreal presently offers the following products in the Netherlands: Plenitude and Recital under the L 'Oreal brand name, and Ambre Solaire under the Garnier Institute brand name. L 'Oreal Nederland director has been considering whether to introduce the Synergie skin care line and Belle Couleur hair colorants line into the Netherlands. Synergie and Belle Couleur are marketed under the Garnier Institute name in France.
• The marketing manager of L 'oreal Nederland is wondering
If they go ahead with an introduction they will need to develop marketing program for the products line.
L 'Oreal Nederland already sell other brands of L 'Oreal products in the market. If they introduce Garnier what will happen to them.
• They have done extensive marketing research on consumer reactions to Synergie and Belle Couleurs and they are going back to the top management with their recommendations.
• Dutch consumers had little, if any, awareness or knowledge of Garnier and had not formed a brand image. The Garnier sunscreen was a new product and few Dutch women knew of the brand. It was, therefore, very important that any new Garnier products launched in the Netherlands have a strong concept and high market potential. To accomplish this the products needed to offer unique, desired, and identifiable differential advantages to Dutch consumers. Products without such an edge were
Prepared by
Supervised by
Mr.
Year
2009-2010
Case synopsis
• L 'Oreal headquarter is in France and require from their subsidiaries around 100 countries to introduce two or more from their product within the few years. L 'oreal Netherland director faces two difficult decision whether to introduce Synergie the skin care product and Belle Couleur hair product or one of them. If they introduce them in the Dutch market what will happen for their product from the same company that may compete them or take the force sale of their product in the market.
• L 'Oreal presently offers the following products in the Netherlands: Plenitude and Recital under the L 'Oreal brand name, and Ambre Solaire under the Garnier Institute brand name. L 'Oreal Nederland director has been considering whether to introduce the Synergie skin care line and Belle Couleur hair colorants line into the Netherlands. Synergie and Belle Couleur are marketed under the Garnier Institute name in France.
• The marketing manager of L 'oreal Nederland is wondering
If they go ahead with an introduction they will need to develop marketing program for the products line.
L 'Oreal Nederland already sell other brands of L 'Oreal products in the market. If they introduce Garnier what will happen to them.
• They have done extensive marketing research on consumer reactions to Synergie and Belle Couleurs and they are going back to the top management with their recommendations.
• Dutch consumers had little, if any, awareness or knowledge of Garnier and had not formed a brand image. The Garnier sunscreen was a new product and few Dutch women knew of the brand. It was, therefore, very important that any new Garnier products launched in the Netherlands have a strong concept and high market potential. To accomplish this the products needed to offer unique, desired, and identifiable differential advantages to Dutch consumers. Products without such an edge were
References: • Prof .Dr. MARKETING MANANGMENT first edition. MALAYSIA,PP25, 26to30.&64to70 • Kotler.(2003),A Framework for Marketing Management, 2nd Edition ,ppt-Louisiana State University - Shreveport • [accessed 6th November 2009] • [accessed 6th November2009] • Aulton Durham (2009):business in box, USA , available from: [accessed 10th November 2009] • http://www.bizlibrary.com/portals/0/implemietatiom _planning_worksheet.doc[accessed 15November 2009] • http://www.loreal.come Best Regards…