欧莱雅集团的国际市场营销

1、精选优质文档-倾情为你奉上Cross-cultural and International Marketing -The LORÉAL GroupThe LORÉAL Group, one of the world's largest cosmetics company, was founded in 1907. It is the leader in the cosmetics industry, scope of business in more than 130 countries and regions, with 283 branches 42 facto

2、ries worldwide in more than 100 agents, and more than 50000 employees, is headquartered in multinational company, is one of the fortune global 500 companies. LORÉAL has developed activities in the field of cosmetics, concentrating on hair color, skin care, sun protection, makeup perfumes and ha

3、ir care. LORÉAL is active in the dermatological and pharmaceutical fields. As an overseas-funded enterprise, The LORÉAL Group possesses successful and prosperous brand strategies and marketing strategies. Its communication strategy in China well combined its own personality with Chinese na

4、tive culture. To illustrate it specifically, The LORÉAL Group not only exerts a subtle influence which the French nations pursuit of beauty, romance and freedom as well as the conception of advocating a high quality life make on Chinese people, but also attaches great importance to the cultural

5、 characteristics and living habits of the Chinese nation. Therefore, it creates a popular cosmetic consumption, consequently, obtaining the recognition and favor of Chinese consumers. The LORÉAL Groups making such a big success in the Chinese market is the result of its advanced and the all-aro

6、und marketing strategy. So, next, I will select some parts of its strategies to introduce. Firstly, it is the product strategy. A company's products occupy the central position in the whole market , good products can set up a good enterprise image and help enterprises to expand the market. The L

7、ORÉAL Group improves the quality of the products of the company, simultaneously increases the number of the product. Although the product line is single, it is longer than any other company. There are four major plates in terms of its products: ordinary products, top-grade cosmetic, professiona

8、l hair care cosmetics and active cosmetics. Under these products, brands are of different function and price. For instance, LANCOME is a brand of top grade cosmetic, also belongs to the high-grade products; VICHY is a brand of active cosmetics, also the intermediate products; MAYBELLINE NEW YORK is

9、a brand of ordinary products, also the low-grade products. That is to say, The LORÉAL Group has corresponding brand and product positioning according to different target groups. Its variety of products covers almost the whole of Chinese consumers. Besides, about the package, The LORÉAL Gro

10、up integrates the design of French fashionable flavor with injection of the concept of science and technology creativity. It is obvious that The LORÉAL Group has a comprehensive plan for a foray into China market. Secondly, it is the channel strategy. On the one hand, it is the multi-channel di

11、stribution. The main purpose of enterprises production is to sale. The diversification of products of The LORÉAL Group determines that it will adopt various sales modes. When The LORÉAL Group chooses sales channels, it doesnt concentrate on only one type of sales method, but chooses the pr

12、oper way according to specific characteristics, so as to be based on different particular circumstances. To speak specifically, The LORÉAL Group includes four distribution channels. They are dealers, wholesalers, secondary wholesalers and retailers. Among these, the number of dealers is the sma

13、llest, while the number of retailers is the biggest. Using this way can make the produces more standard. On the other hand, it is the wide sales area. Products of LORÉAL spread all over China, while based on the large cities, it also pays attention to further sales of small and medium-sized cit

14、ies. As a consequence of the combination of French beauty with Chinese womens pursuit, The LORÉAL Group find that the pursuit of beauty among Chinese women is more and more urgent and new products are easy to pop in the Chinese market, Chinese consumers are willing to accept the new concept of

15、high quality new products. Therefore, The LORÉAL Group intends to recommend Chinese consumers gradually the best-selling products on the market in the world. Nowadays, The LORÉAL Groups coverage area is increasing. Thirdly, it is the pricing strategy. In the market, when the enterprise for

16、mulates price positioning, they will generally considered about the value of the product itself, the cost of production, the psychological enduring capacity and economic enduring capacity of customers, etc. Since the products are divided into different grades, accordingly, the prices are divided int

17、o different levelshigh, medium and low price. The price of ordinary products is less than 300 RMB, especially, some brands like MAYBELLINE, the price is less than 100 RMB, which can satisfy the make-up needs of the general worker salary class and other middle-aged; The price of professional hair car

18、e cosmetics is less than 500 RMB; The price of active cosmetics is between 100 and 500 RMB; The expensive is top grade cosmetic, it is almost or even more than 1000 RMB! In general, the prices are diverse.Finally, it is the promotion strategy. Product propaganda is an important strategy in marketing

19、, also an important means of marketing. It can improve product popularity and help enterprises to expand the market. The LORÉAL Group conducts the propaganda by many means. The first is television advertisement. They will invite Chinese stars to advertise their products. Standardized products a

20、nd the localization of propaganda can The LORÉAL Group get closer distance with Chinese consumers, so as to conquer Chinese consumers psychologically. The second is fashion magazine advertisement. People can notice that there are many advertisements about LORÉAL on the fashion magazine, whats more, they are all in the best position. By this can attract the richs eyes, in the end, expand some high-grade consumer market. The third is the Internet. A women channe