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”.
The Essay on Product, Price, Promotion & Placement
Product, Price, Promotion & Placement Now that we have analyzed our marketing research and we have identified our potential target markets as being in the young adult to middle age adults and from the lower middle class and upward income bracket it is time to develop our plans to reach into these markets and grow IPT. How we target these markets is a series of techniques known as product, ...
These two vectors have highly correlated. We drop a perpendicular from the band to the vector as you can see in Appendix K. Nivea, Clinique, L’Oreal and Estee Lauder are very close to each other, which means there is a strong business competition. They will battle for the same customers or similar customers. It is obviously to see that Estee Lauder is more dominating than others. Thus, L’Oreal should adjust its strategy to reposition itself. It can be more effective on leaving skin feeling soft or more exfoliate the skin, which it is not quite close to the other three brands. In the same way, L’Oreal can either have better effect on containing AHA or on sensitive skin. (See Chart A) According to the technologically advanced vector (See Chart B), L’Oreal has a slight advantage, but it doesn’t lead more. Clinique, and Nivea are not far behind L’Oreal. From an objective perspective, L’Oreal has advantages in certain aspects, such us Trendy, high technology. However, effective leveraging was not a luxury but a necessity.
According to the exhibit 9, containing AHA, exfoliating the skin, technologically advancing. According to the exhibit 10, the observations of customers on those aspects are considered as “like to spend money on themself”. So, they expected that product has the high price in the market. It means the marketing is in the direct what they expected because containing AHA need high price to support, exfoliating the skin is another function of the product which is added cost, and technologically advancing needs amount of skill which add the cost of product. For the Brand name. A lot of American people like L’Oreal. However, Some of them think that Plenitude is not a brand name and it means nothing for them. Therefore, the L’Oreal Company need to increase the connection between L’Oreal and Plenitude. The products of Plenitude are too greasy for American people. In this case, they need to change some products for American people and make them satisfied. For the Place, the target of this product is “Modern women”.
The Term Paper on Skin Cancer Melanoma People Sun
1 Melanoma is the one of the rarest forms of skin cancer, yet the most life threatening. Most people consider a tan an attractive, healthy looking feature. About 30% of melanoma appears on a mole. The rest get started on normal skin that s exposed to sunlight. Melamcytes is the body s pigment cells. They usually do good, but in some causes they can be deadly. They give skin its natural color and ...
This means the target customers are middle class women or above middle class women. Therefore, it is not a good way to sell this product in department store and market. What is more, the packaging of this product is really good. So Rich people could not choose products in department store or market, and the poor people will not choose this product because they think this is expensive because the good packaging. Therefore, the Place strategy is not very successful. On these advertisements, the customers do not want to read more and they want to know the most important difference. Meanwhile, the price of Plenitude is a little expensive than others. That is a good strategy because its target is to sell products to modern woman. Therefore, they do not want to choose something very cheap.
The price strategy will attract their attention and the company does not need to change it. As my viewpoint, increase the relation between L’Oreal and Plenitude. Try to let customers know that L’Oreal is Plenitude and Plenitude is L’Oreal. The company needs to make some new products that are suitable for American people’s skin. Perhaps, sell this product in expensive shops, not only in department store and market. In the expensive shop, the women want to choose the product that looks very nice. Apart from that, create some new advertisements and use some simply words to introduce the biggest difference. The best efficient way is to cut down some nonprofit products. Decrease the quality of products and make customers easy to find out what they really want.
Carol Hamilton should make some changes on the 4 p’s. Ingredients should be adjusted to make the product lighter and less greasy. Besides, the company should introduce products specifically made for rougher men’s skin. Next is the price issue. The company should remain slightly above average price to maintain premium image. Also, certain discount coupons can be sent to customers through magazines. As for the places, more channels need to be built, such as supermarkets, convenience stores and pharmacies. The last aspect for Carol to focus on is how to promote the products. TV ads and print ads with samples for regular skin would be two wise choices. With improvement in the ingredients, L Oreal can make the products more suitable for the U.S customers and attract more male consumers with the new products. Moreover, the company can expect increases in the sales and dollar shares because of diverse promotion skills.
The Business plan on Marketing Plan For Hypothetical Product-Based Company
Executive Summary This report contains a marketing plan for a new and affordable repair shop in the San Antonio market. The new shop will be launched in the market and will tend to all types of customer’s needs, such as; tune-ups, engine diagnostic (free), oil change, engine cleaning, will be an exclusive high end smart watch. The gold and platinum watch with marble dial will be launched. The use ...
