欧莱雅市场营销策略英文版课件.ppt

1、2022年11月23日星期三欧莱雅市场营销策略英欧莱雅市场营销策略英文版文版History of LOREALHistory of LOREAL Market strategyMarket strategy -Product -Product -Star endorsement -Star endorsement -Public relations -Public relations In 1909,young chemist and natural entrepreneur Eugne Schueller sets up the company that will later become

2、LOral.1900-1950-First steps:the model takes shapeEverything begins with one of the first hair dyes,which he designs,produces and sells to hairdressers in Paris.The move forges the first link in the chain that is to become LOral“DNA”:using research and innovation to enhance beauty.1900-1950-First ste

3、ps:the model takes shapeThese are the formative years of“Le Grand LOral”.At the instigation of Chairman Franois Dalle,the Group starts to expand internationally.Acquisitions of strategic brands mark the beginning of a period of spectacular growth for the company.Emblematic products come into being.T

4、he company motto is“Savoir saisir ce qui commence”(seize new opportunities).1957-1983-LOral on the road to greatnessThese twelve years are marked by a great period of growth for LOral,mainly driven by the significant investments made by the group in the field of research.Alongside these efforts are

5、strategic product launches that not only make history,but also succeed in strengthening the Groups brand image.In 1988,Franois Dalles successor,the research and development pioneer Charles Zviak,hands over the reins of the company to Lindsay Owen-Jones,a truly outstanding director.Under his manageme

6、nt,the Group would completely change in scope to become the world leader in cosmetics through the worldwide presence of its brands and strategic acquisitions.1984-2000-Becoming number one in the beauty industry1985“Paloma Picasso”the fragrance of an extraordinary womanPaloma Picasso,fashion and jewe

7、llery designer,daughter of a symbolic figure and herself a charismatic spokeswoman of the 80s.She gives the fragrance her name,designs the bottle,selects its composition a heady,distinguished chypr and wraps it in red,her signature colour,unimaginable at the time in perfumery.She pulls it off master

8、fully:the brand is an instant success throughout the world.With a portfolio of powerful,international brands,LOral enters the 21st century by embracing diversity in its global growth agenda.Headed since 2006 by Chairman Lindsay Owen-Jones,and Chief Executive Officer Jean-Paul Agon,the Group continue

9、s to make new acquisitions to cover the worlds varied cosmetic needs,and to undertake new socially responsible initiatives in the interests of sustainable development for all.2001-present day-The diversity of beauty throughout the world欧 莱 雅 让 世 界 更 美 好4P+2P4P+2PproductPricepromotionPlacepublic rela

10、tions Use news media power Quality function style brand packaging 2.Different price leversTrial activities Experience activities Buy give Star sign the sales Ads(Star endorsement)ThemeGallery is a Design Digital Content&Contents mall developed by Guild Design Inc.Political Power a good relationship

11、with governmentBrands of LOREALBrands of LOREALHR Lancome Biotherm Kerastase LOREAL VICHY La Roche-Posay LOREAL Maybelline New York Yue-SaiGarnier MininurseFirst-line brandSecond-line brandThird-line brandskin care products for girlsskin care products for girls skin care products for boysskin care products for boys make-up productsmake-up products2003 The Research Institute for Ethnic Skin and Hair opens in Chicago(USA)2003 The Research Institute for Ethnic Skin and Hair opens in Chicago(USA)Hairdressers against AIDSGood qualityBrand culturePositive brand image Good market strategy