第1个回答 2012-04-17
The study on brand strategy of L'Oreal company
Abstract
Now the industry to adopt much brand strategy to deal with the increasingly fierce market competition, especially in the field of cosmetics. L'Oreal, Procter & Gamble, Unilever, Johnson, Estee Lauder companies adopt much brand strategy. Brand enterprise merger is a common means of expanding brand scale.In this paper, with the background of the times, to L'Oreal company brand strategy as an example, analyzes its multi-brand strategy status of L'Oreal, brand strategy 's success or failure is analyzed in detail, and the prominent brand acquisition of L'Oreal brand strategy for successful implementation of strategic significance.This article summarizes the L'Oreal brand strategy of surmounting competitor five big success: independent brand management mode, the full range of brand management, product formulation and innovation, pay attention to multiculturalism and transfer using the brand repositioning; presenting L'Oreal brand strategy of two major shortcomings: market segmentation to be perfect and brand acquisition the effect of a double-edged sword. From the enterprise angle presenting L'Oreal brand strategy existing problems; the locking Chinese market, L'Oreal China for multi brand strategy put forward the corresponding improvement scheme, including the Chinese market trends analysis, brand portfolio expansion, marketing strategy adjustment and the brand M & a advice. Finally, summarizes the study of innovation and the domestic cosmetics enterprise draw lessons from a meaning.