欧莱雅市场营销策略英文版

1、.History of LOREAL Market strategy -Product -Star endorsement -Public relations .THE HISTORY.In 1909, young chemist and natural entrepreneur Eugne Schueller sets up the company that will later become LOral. 1900-1950-First steps: the model takes shape.Everything begins with one of the first hair dye

2、s, 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 steps: the model takes shape.These are the formative years of “Le Grand LOral.At the instigation

3、 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.The company motto is “Savoir saisir ce qui commence (seize new opportunities).1957-1983-LO

4、ral on the road to greatness.These 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 strategic product launches that not only make history, but also succeed in strengtheni

5、ng 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 management, the Group would completely change in scope to become the world leader in cosm

6、etics through the worldwide presence of its brands and strategic acquisitions.1984-2000-Becoming number one in the beauty industry.1985 “Paloma Picasso the fragrance of an extraordinary womanPaloma Picasso, fashion and jewellery designer, daughter of a symbolic figure and herself a charismatic spoke

7、swoman 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 masterfully: the brand is an instant success throughout the world.With a po

8、rtfolio 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 continues to make new acquisitions to cover the worlds varied cosmetic n

9、eeds, 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.MARKET STRATEGY.欧 莱 雅 让 世 界 更 美 好.4P+2PproductPricepromotionPlacepublic relations Use news media power Quality function style

10、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 with government.Product.Brands of LOREAL.HR La

11、ncome Biotherm Kerastase LOREAL VICHY La Roche-Posay LOREAL Maybelline New York Yue-SaiGarnier MininurseFirst-line brandSecond-line brandThird-line brand.skin care products for girls .skin care products for boys .make-up products.Star endorsement.Publical relations.2003 The Research Institute for Ethnic Skin and Hair opens in Chicago (USA) 2003