Started in 1909 when a chemist designed the 1st kind of hair dyes

World leader For the past century L‟Oreacuteal has pursued its adventure in the beauty industry to cement its position as the world‟s leading cosmetics company

Market reach(customisation)A quest for diversity and a range of cultures to meet the needs of men and women around the globe and make beauty products available to as many people as possible

Research orientation L‟Oreacuteal has a long-standing policy of allocating 13 of the company‟s Research and Development resources to fundamental research projects which are targeted at progressing knowledge in three main disciplines skin hair and color

Initially formulated for makeup artists

MAC products remains professional at

heart providing formulas that endure the

rigours of backstage and studio

Also takes care of sophisticated

everyday use

Focused primarily on color and texture

Skin Care Cleansers and Make-up removers made for all skin types

Prep+ Prime An optional product to be worn over moisturizer to retain a glow

Cosmetics(eye Lips) A wide range of trendy and funky colors are on offer

Face Single foundation for all skin type color or age (Finishing powders and bronzing powders are also available across)

Country USA South Africa UK

Problem bullSelf Tanning

bullNatural Skin(No bright

colours)

bullBusy schedule and

expensive parlors

bullObesity

bullNo modification in

skin tone but in

texture

bullTheir hair and scalp

are very dry

bullDry Climate

bullSkin sensitive to sun

exposure

Customised

Product

bullSublime Bronze

bullTrue Match

bullPro Manicure Fast Pro

Application

bullPerfect Slim cream

bullCosmetic products

with Collagen to

reduce appearance

of irregularities

bullElvive shampoos

with more oil content

Skin Products For normal to dry skin

For dry to very dry

skin

Sunscreen Till SPF 60

sunscreen

Country

Japan India Australia

Problems

bull1st Aging signs near

already small eyes

bullBright Colors

bullPreference for

Whiter skin tone

bullVaried skin types

bullProtection from

Sun+Pollution

bullSelf tanning

bullDull Hair

Product Customized

bullAge-lift creams for

lifting

bullCosmetics

bullL‟oreal White

bullGels lotions and

shampoos available

for all types of skin

bullUV perfect

bullSublime Bronze

bullMost hair products

come with pro-

keratin+ ceramide

Country China Saudi Arabia

Problem bullPreference for wide eyes

bullScarcity of water in urban

households

bullBeauty is of utmost

importance and demand for

premium skin care

bullPreference for strong

fragrances

Customised Product 1 Revitalizing eye shadow

2 Skin and hair Products customised

to retain moisture content

bullMoist all day moisturizing cream

bullMoist Hydrating Lip Gel - fashion

nude color

bullMoist and cool matte anti shine live

net liquid ice

Mattifying Minerals Glow

Minerals and Concealer

Minerals LOreacuteal Paris has

created this range of 100

nature mineral products

Since all MAC products are not widely available in all the markets

we decided to limit our research only to the basic cosmetics

products viz Lipsticks Foundation Eye Liner and Mascara

The following models were considered

Product Lrsquooreal M A C

Lipstick Color Riche Lip Color

Mauved 140

New York Apple

Foundation Magic Smooth

Souffleacute

Studia Fix Powder Plus

Foundation

Eye Liner Extra intense Liquid

Pencil Eyeliner

Penultimate Eye Liner

Mascara Voluminious Mascara X

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Initially formulated for makeup artists

MAC products remains professional at

heart providing formulas that endure the

rigours of backstage and studio

Also takes care of sophisticated

everyday use

Focused primarily on color and texture

Skin Care Cleansers and Make-up removers made for all skin types

Prep+ Prime An optional product to be worn over moisturizer to retain a glow

Cosmetics(eye Lips) A wide range of trendy and funky colors are on offer

Face Single foundation for all skin type color or age (Finishing powders and bronzing powders are also available across)

Country USA South Africa UK

Problem bullSelf Tanning

bullNatural Skin(No bright

colours)

bullBusy schedule and

expensive parlors

bullObesity

bullNo modification in

skin tone but in

texture

bullTheir hair and scalp

are very dry

bullDry Climate

bullSkin sensitive to sun

exposure

Customised

Product

bullSublime Bronze

bullTrue Match

bullPro Manicure Fast Pro

Application

bullPerfect Slim cream

bullCosmetic products

with Collagen to

reduce appearance

of irregularities

bullElvive shampoos

with more oil content

Skin Products For normal to dry skin

For dry to very dry

skin

Sunscreen Till SPF 60

sunscreen

Country

Japan India Australia

Problems

bull1st Aging signs near

already small eyes

bullBright Colors

bullPreference for

Whiter skin tone

bullVaried skin types

bullProtection from

Sun+Pollution

bullSelf tanning

bullDull Hair

Product Customized

bullAge-lift creams for

lifting

bullCosmetics

bullL‟oreal White

bullGels lotions and

shampoos available

for all types of skin

bullUV perfect

bullSublime Bronze

bullMost hair products

come with pro-

keratin+ ceramide

Country China Saudi Arabia

Problem bullPreference for wide eyes

bullScarcity of water in urban

households

bullBeauty is of utmost

importance and demand for

premium skin care

bullPreference for strong

fragrances

Customised Product 1 Revitalizing eye shadow

2 Skin and hair Products customised

to retain moisture content

bullMoist all day moisturizing cream

bullMoist Hydrating Lip Gel - fashion

nude color

bullMoist and cool matte anti shine live

net liquid ice

Mattifying Minerals Glow

Minerals and Concealer

Minerals LOreacuteal Paris has

created this range of 100

nature mineral products

Since all MAC products are not widely available in all the markets

we decided to limit our research only to the basic cosmetics

products viz Lipsticks Foundation Eye Liner and Mascara

The following models were considered

Product Lrsquooreal M A C

Lipstick Color Riche Lip Color

Mauved 140

New York Apple

Foundation Magic Smooth

Souffleacute

Studia Fix Powder Plus

Foundation

Eye Liner Extra intense Liquid

Pencil Eyeliner

Penultimate Eye Liner

Mascara Voluminious Mascara X

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Focused primarily on color and texture

Skin Care Cleansers and Make-up removers made for all skin types

Prep+ Prime An optional product to be worn over moisturizer to retain a glow

Cosmetics(eye Lips) A wide range of trendy and funky colors are on offer

Face Single foundation for all skin type color or age (Finishing powders and bronzing powders are also available across)

Country USA South Africa UK

Problem bullSelf Tanning

bullNatural Skin(No bright

colours)

bullBusy schedule and

expensive parlors

bullObesity

bullNo modification in

skin tone but in

texture

bullTheir hair and scalp

are very dry

bullDry Climate

bullSkin sensitive to sun

exposure

Customised

Product

bullSublime Bronze

bullTrue Match

bullPro Manicure Fast Pro

Application

bullPerfect Slim cream

bullCosmetic products

with Collagen to

reduce appearance

of irregularities

bullElvive shampoos

with more oil content

Skin Products For normal to dry skin

For dry to very dry

skin

Sunscreen Till SPF 60

sunscreen

Country

Japan India Australia

Problems

bull1st Aging signs near

already small eyes

bullBright Colors

bullPreference for

Whiter skin tone

bullVaried skin types

bullProtection from

Sun+Pollution

bullSelf tanning

bullDull Hair

Product Customized

bullAge-lift creams for

lifting

bullCosmetics

bullL‟oreal White

bullGels lotions and

shampoos available

for all types of skin

bullUV perfect

bullSublime Bronze

bullMost hair products

come with pro-

keratin+ ceramide

Country China Saudi Arabia

Problem bullPreference for wide eyes

bullScarcity of water in urban

households

bullBeauty is of utmost

importance and demand for

premium skin care

bullPreference for strong

fragrances

Customised Product 1 Revitalizing eye shadow

2 Skin and hair Products customised

to retain moisture content

bullMoist all day moisturizing cream

bullMoist Hydrating Lip Gel - fashion

nude color

bullMoist and cool matte anti shine live

net liquid ice

Mattifying Minerals Glow

Minerals and Concealer

Minerals LOreacuteal Paris has

created this range of 100

nature mineral products

Since all MAC products are not widely available in all the markets

we decided to limit our research only to the basic cosmetics

products viz Lipsticks Foundation Eye Liner and Mascara

The following models were considered

Product Lrsquooreal M A C

Lipstick Color Riche Lip Color

Mauved 140

New York Apple

Foundation Magic Smooth

Souffleacute

Studia Fix Powder Plus

Foundation

Eye Liner Extra intense Liquid

Pencil Eyeliner

Penultimate Eye Liner

Mascara Voluminious Mascara X

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Country USA South Africa UK

Problem bullSelf Tanning

bullNatural Skin(No bright

colours)

bullBusy schedule and

expensive parlors

bullObesity

bullNo modification in

skin tone but in

texture

bullTheir hair and scalp

are very dry

bullDry Climate

bullSkin sensitive to sun

exposure

Customised

Product

bullSublime Bronze

bullTrue Match

bullPro Manicure Fast Pro

Application

bullPerfect Slim cream

bullCosmetic products

with Collagen to

reduce appearance

of irregularities

bullElvive shampoos

with more oil content

Skin Products For normal to dry skin

For dry to very dry

skin

Sunscreen Till SPF 60

sunscreen

Country

Japan India Australia

Problems

bull1st Aging signs near

already small eyes

bullBright Colors

bullPreference for

Whiter skin tone

bullVaried skin types

bullProtection from

Sun+Pollution

bullSelf tanning

bullDull Hair

Product Customized

bullAge-lift creams for

lifting

bullCosmetics

bullL‟oreal White

bullGels lotions and

shampoos available

for all types of skin

bullUV perfect

bullSublime Bronze

bullMost hair products

come with pro-

keratin+ ceramide

Country China Saudi Arabia

Problem bullPreference for wide eyes

bullScarcity of water in urban

households

bullBeauty is of utmost

importance and demand for

premium skin care

bullPreference for strong

fragrances

Customised Product 1 Revitalizing eye shadow

2 Skin and hair Products customised

to retain moisture content

bullMoist all day moisturizing cream

bullMoist Hydrating Lip Gel - fashion

nude color

bullMoist and cool matte anti shine live

net liquid ice

Mattifying Minerals Glow

Minerals and Concealer

Minerals LOreacuteal Paris has

created this range of 100

nature mineral products

Since all MAC products are not widely available in all the markets

we decided to limit our research only to the basic cosmetics

products viz Lipsticks Foundation Eye Liner and Mascara

The following models were considered

Product Lrsquooreal M A C

Lipstick Color Riche Lip Color

Mauved 140

New York Apple

Foundation Magic Smooth

Souffleacute

Studia Fix Powder Plus

Foundation

Eye Liner Extra intense Liquid

Pencil Eyeliner

Penultimate Eye Liner

Mascara Voluminious Mascara X

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Country

Japan India Australia

Problems

bull1st Aging signs near

already small eyes

bullBright Colors

bullPreference for

Whiter skin tone

bullVaried skin types

bullProtection from

Sun+Pollution

bullSelf tanning

bullDull Hair

Product Customized

bullAge-lift creams for

lifting

bullCosmetics

bullL‟oreal White

bullGels lotions and

shampoos available

for all types of skin

bullUV perfect

bullSublime Bronze

bullMost hair products

come with pro-

keratin+ ceramide

Country China Saudi Arabia

Problem bullPreference for wide eyes

bullScarcity of water in urban

households

bullBeauty is of utmost

importance and demand for

premium skin care

bullPreference for strong

fragrances

Customised Product 1 Revitalizing eye shadow

2 Skin and hair Products customised

to retain moisture content

bullMoist all day moisturizing cream

bullMoist Hydrating Lip Gel - fashion

nude color

bullMoist and cool matte anti shine live

net liquid ice

Mattifying Minerals Glow

Minerals and Concealer

Minerals LOreacuteal Paris has

created this range of 100

nature mineral products

Since all MAC products are not widely available in all the markets

we decided to limit our research only to the basic cosmetics

products viz Lipsticks Foundation Eye Liner and Mascara

The following models were considered

Product Lrsquooreal M A C

Lipstick Color Riche Lip Color

Mauved 140

New York Apple

Foundation Magic Smooth

Souffleacute

Studia Fix Powder Plus

Foundation

Eye Liner Extra intense Liquid

Pencil Eyeliner

Penultimate Eye Liner

Mascara Voluminious Mascara X

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Country China Saudi Arabia

Problem bullPreference for wide eyes

bullScarcity of water in urban

households

bullBeauty is of utmost

importance and demand for

premium skin care

bullPreference for strong

fragrances

Customised Product 1 Revitalizing eye shadow

2 Skin and hair Products customised

to retain moisture content

bullMoist all day moisturizing cream

bullMoist Hydrating Lip Gel - fashion

nude color

bullMoist and cool matte anti shine live

net liquid ice

Mattifying Minerals Glow

Minerals and Concealer

Minerals LOreacuteal Paris has

created this range of 100

nature mineral products

Since all MAC products are not widely available in all the markets

we decided to limit our research only to the basic cosmetics

products viz Lipsticks Foundation Eye Liner and Mascara

The following models were considered

Product Lrsquooreal M A C

Lipstick Color Riche Lip Color

Mauved 140

New York Apple

Foundation Magic Smooth

Souffleacute

Studia Fix Powder Plus

Foundation

Eye Liner Extra intense Liquid

Pencil Eyeliner

Penultimate Eye Liner

Mascara Voluminious Mascara X

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Since all MAC products are not widely available in all the markets

we decided to limit our research only to the basic cosmetics

products viz Lipsticks Foundation Eye Liner and Mascara

The following models were considered

Product Lrsquooreal M A C

Lipstick Color Riche Lip Color

Mauved 140

New York Apple

Foundation Magic Smooth

Souffleacute

Studia Fix Powder Plus

Foundation

Eye Liner Extra intense Liquid

Pencil Eyeliner

Penultimate Eye Liner

Mascara Voluminious Mascara X

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Product USA Australia UK India

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

LrsquoOREAL (Price in $)

MAC (Price in $)

Lipstick 895 2499 85 357 1347 407 1034 307

Foundation 429 5649 425 5625 475 5945 405 5145

Eye Liner 895 29 865 2875 1065 3275 765 2675

Mascara 595 1299 565 1259 1715 2259 1315 1859

Product South Africa Saudi Arabia Singapore Japan

LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $) LrsquoOREAL

(Price in $) MAC

(Price in $)

Lipstick 1034 3496 1905 407 1334 2158 1534 3766

Foundation 435 5545 4903 6045 395 424 435 5695

Eye Liner 865 2975 1665 3175 1265 2675 1065 3275

Mascara 1615 1959 2115 2859 1115 1959 1715 2359

Source amazoncom In currency equivalent terms based on exchange rates as on 291111 (Big Mac Index)

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

MAC is considered to be a product of

premium price segment and thus its pricing

L‟OREAL is also in the same league but with

a pricing which is just below the MAC

In terms of pricing we see that both the

brands are priced according to the market

While in developed countries like USA UK

the prices are comparatively higher than

that in emerging markets like India South

Africa

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Selection of foreign intermediaries - determine the

choice of one distributor better than one another

L‟Oreal chooses through following ways-

recommendations from business contacts

prospecting

direct requests by the distributor himself

The chosen distributor does not sell direct rival

products nor any other cosmetics products

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Monitoring such as reporting control of selling places frequency of visits and type of contract is said to be necessary in order to reduce information asymmetry that undergoes the exporter

Relational Dimension By L‟Oreal it seems to be permanent concerning the marketing strategy the objectives definition and problems solving Shared values sound to be ldquorespectrdquo ldquocommon interestrdquo and ldquointegrityrdquo These values are the basis of L‟Oreal channel distribution good performance and success

Control of the marketing mix such as price promotion distribution and product

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

httpwwwunetunivieacat~a0025537phpABWLsFK-Marketingstore1Case_Avon_Lorealpdf

Physical movement of goods-Loreal relies on SDV logistics Inc to move products to the retail outlet for purchase by the end consumer

Distribution CentreWarehousing-Both manufacturing plants as well as distribution centres in montrealCentrex is a new distribution centre manages more than 600000 ordersday

Selling function to retailers-Lorealrsquos sells

directly to retailerrsquos head offices They deal with

major retailers like WalmartLoblaws and shoppers Drug mart

apart from conventional distribution methods like malls and market places

bull The group detains its

highest number of

distributors as well as

no subsidiary

bullDistributors in this

area buy products

directly to the

headquarters and are

provided thanks to the

Hungarian subsidiary

LbdquoOreacutealbdquos distribution channels

direct distribution from the factory

in South Wales

distribution through retailers

(supermarkets chemists) direct distribution to hairdresser-

salons through a network of

sales-representatives

distribution through specialist cash-

and-carry outlets (profess hairdresser products)

distribution intensity intensive

distribution ndash attempt to achieve

market coverage via multiple

distribution channels (direct

distribution vs indirect through

intermediaries)

+ selective distribution for special

brands (Kerastase)

Door to Door sales campaigns are

important sources of sales for Loreal

UK

Penetrated Distribution Channel

The distribution channels are diverse from hair salons to super

markets and hypermarkets health

and beauty outlets and direct

mail

The company sells to

dermatologists plastic surgeons

and high end spas

LOreal products in India are

marketed in a variety of

distribution channels namely

mass market pharmacies and

salons

The distribution

channel of these brands mainly

through department stores perfumeries

travel retail outlets and the brands

own boutiques

The mass brand Maybelline promote its brand mainly through TV

advertising and product prolocutor

La Roche-Posay a brand

positioned at solving skincare

problem is distributed by

dermatologists specialists of

skincare and professional beauty

salon

bullPrimary Distribution-

Departmental Stores

followed by speciality

stores like SasaMasa

bullBeauty and skin care

salons(15 of sales)

bullDirect Sales

ManufacturerDistributor

Estee Lauder

End Consumer

Direct to

consumer via

online and phone

sales

End Consumer

MAC Kiosks MAC Corporate

Retail locations

httplearnsenecaconca~ekbinghamChannelspdf

bull The group detains its

highest number of

distributors as well as

no subsidiary

bullDistributors in this

area buy products

directly to the

headquarters and are

provided thanks to the

Hungarian subsidiary

LbdquoOreacutealbdquos distribution channels

direct distribution from the factory

in South Wales

distribution through retailers

(supermarkets chemists) direct distribution to hairdresser-

salons through a network of

sales-representatives

distribution through specialist cash-

and-carry outlets (profess hairdresser products)

distribution intensity intensive

distribution ndash attempt to achieve

market coverage via multiple

distribution channels (direct

distribution vs indirect through

intermediaries)

+ selective distribution for special

brands (Kerastase)

Door to Door sales campaigns are

important sources of sales for Loreal

UK

Penetrated Distribution Channel

The distribution channels are diverse from hair salons to super

markets and hypermarkets health

and beauty outlets and direct

mail

The company sells to

dermatologists plastic surgeons

and high end spas

LOreal products in India are

marketed in a variety of

distribution channels namely

mass market pharmacies and

salons

The distribution

channel of these brands mainly

through department stores perfumeries

travel retail outlets and the brands

own boutiques

The mass brand Maybelline promote its brand mainly through TV

advertising and product prolocutor

La Roche-Posay a brand

positioned at solving skincare

problem is distributed by

dermatologists specialists of

skincare and professional beauty

salon

bullPrimary Distribution-

Departmental Stores

followed by speciality

stores like SasaMasa

bullBeauty and skin care

salons(15 of sales)

bullDirect Sales

ManufacturerDistributor

Estee Lauder

End Consumer

Direct to

consumer via

online and phone

sales

End Consumer

MAC Kiosks MAC Corporate

Retail locations

httplearnsenecaconca~ekbinghamChannelspdf

LbdquoOreacutealbdquos distribution channels

direct distribution from the factory

in South Wales

distribution through retailers

(supermarkets chemists) direct distribution to hairdresser-

salons through a network of

sales-representatives

distribution through specialist cash-

and-carry outlets (profess hairdresser products)

distribution intensity intensive

distribution ndash attempt to achieve

market coverage via multiple

distribution channels (direct

distribution vs indirect through

intermediaries)

+ selective distribution for special

brands (Kerastase)

Door to Door sales campaigns are

important sources of sales for Loreal

UK

Penetrated Distribution Channel

The distribution channels are diverse from hair salons to super

markets and hypermarkets health

and beauty outlets and direct

mail

The company sells to

dermatologists plastic surgeons

and high end spas

LOreal products in India are

marketed in a variety of

distribution channels namely

mass market pharmacies and

salons

The distribution

channel of these brands mainly

through department stores perfumeries

travel retail outlets and the brands

own boutiques

The mass brand Maybelline promote its brand mainly through TV

advertising and product prolocutor

La Roche-Posay a brand

positioned at solving skincare

problem is distributed by

dermatologists specialists of

skincare and professional beauty

salon

bullPrimary Distribution-

Departmental Stores

followed by speciality

stores like SasaMasa

bullBeauty and skin care

salons(15 of sales)

bullDirect Sales

ManufacturerDistributor

Estee Lauder

End Consumer

Direct to

consumer via

online and phone

sales

End Consumer

MAC Kiosks MAC Corporate

Retail locations

httplearnsenecaconca~ekbinghamChannelspdf

Penetrated Distribution Channel

The distribution channels are diverse from hair salons to super

markets and hypermarkets health

and beauty outlets and direct

mail

The company sells to

dermatologists plastic surgeons

and high end spas

LOreal products in India are

marketed in a variety of

distribution channels namely

mass market pharmacies and

salons

The distribution

channel of these brands mainly

through department stores perfumeries

travel retail outlets and the brands

own boutiques

The mass brand Maybelline promote its brand mainly through TV

advertising and product prolocutor

La Roche-Posay a brand

positioned at solving skincare

problem is distributed by

dermatologists specialists of

skincare and professional beauty

salon

bullPrimary Distribution-

Departmental Stores

followed by speciality

stores like SasaMasa

bullBeauty and skin care

salons(15 of sales)

bullDirect Sales

ManufacturerDistributor

Estee Lauder

End Consumer

Direct to

consumer via

online and phone

sales

End Consumer

MAC Kiosks MAC Corporate

Retail locations

httplearnsenecaconca~ekbinghamChannelspdf

The distribution

channel of these brands mainly

through department stores perfumeries

travel retail outlets and the brands

own boutiques

The mass brand Maybelline promote its brand mainly through TV

advertising and product prolocutor

La Roche-Posay a brand

positioned at solving skincare

problem is distributed by

dermatologists specialists of

skincare and professional beauty

salon

bullPrimary Distribution-

Departmental Stores

followed by speciality

stores like SasaMasa

bullBeauty and skin care

salons(15 of sales)

bullDirect Sales

ManufacturerDistributor

Estee Lauder

End Consumer

Direct to

consumer via

online and phone

sales

End Consumer

MAC Kiosks MAC Corporate

Retail locations

httplearnsenecaconca~ekbinghamChannelspdf

bullPrimary Distribution-

Departmental Stores

followed by speciality

stores like SasaMasa

bullBeauty and skin care

salons(15 of sales)

bullDirect Sales

ManufacturerDistributor

Estee Lauder

End Consumer

Direct to

consumer via

online and phone

sales

End Consumer

MAC Kiosks MAC Corporate

Retail locations

httplearnsenecaconca~ekbinghamChannelspdf

ManufacturerDistributor

Estee Lauder

End Consumer

Direct to

consumer via

online and phone

sales

End Consumer

MAC Kiosks MAC Corporate

Retail locations

httplearnsenecaconca~ekbinghamChannelspdf

Physical movement of goods-transport services of

Canada cartage move merchandize from company

operated factories directly to stand alone stores and

retail kiosks

Warehousing-The factories also act as warehouses

Selling function to retailers-All MAC‟s distribution

methods are sold directly through company owned

operations there is no direct selling to the retailers

httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-distribution-channel-manage1117html

MAC Cosmetics intensive distribution takes place at

mainly all MAC Pro stores

MAC Pro stores are were you can find ALL MAC

products such as pigments empty palettes some

primers and old and new limited edition items that

you might not find at a counter such as

Bloomingdales Macys or etc

MAC Pro stores always have products avaible in

every outlet where target customers might want to

buy it such as the textbook states

Online Store

ldquoBecause I am worth itrdquo slogan since 40

years

Salon to Budget customer United

Nations of Beauty

35-45 of sales spent on advertising

Product marketing drives focus on local

market demands

Tie up with Melbourne Fashion Festival Australian models eg

Megan Gale

Hire stars with huge fan followings eg

Gwen Stefani Beyonce and who have a

personal connect with the audience

TVC Beyonce LeRouge

Ban on Airbrushed

advertisements

Free samples

distribution

Target on men

as well as women

Hugh Laurie TVC

Gerard Butler TVC

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal

Competition with door to door salesmen

Focus on mass marketing and

advertising

Offers personal beauty advice in stores

Guilty of racial discrimination in France-gtgoes dark

and lovely

Look Good Feel Good Cancer Foundation

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

ldquoBecause I am worth itrdquo slogan since 40

years

Salon to Budget customer United

Nations of Beauty

35-45 of sales spent on advertising

Product marketing drives focus on local

market demands

Tie up with Melbourne Fashion Festival Australian models eg

Megan Gale

Hire stars with huge fan followings eg

Gwen Stefani Beyonce and who have a

personal connect with the audience

TVC Beyonce LeRouge

Ban on Airbrushed

advertisements

Free samples

distribution

Target on men

as well as women

Hugh Laurie TVC

Gerard Butler TVC

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal

Competition with door to door salesmen

Focus on mass marketing and

advertising

Offers personal beauty advice in stores

Guilty of racial discrimination in France-gtgoes dark

and lovely

Look Good Feel Good Cancer Foundation

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

Tie up with Melbourne Fashion Festival Australian models eg

Megan Gale

Hire stars with huge fan followings eg

Gwen Stefani Beyonce and who have a

personal connect with the audience

TVC Beyonce LeRouge

Ban on Airbrushed

advertisements

Free samples

distribution

Target on men

as well as women

Hugh Laurie TVC

Gerard Butler TVC

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal

Competition with door to door salesmen

Focus on mass marketing and

advertising

Offers personal beauty advice in stores

Guilty of racial discrimination in France-gtgoes dark

and lovely

Look Good Feel Good Cancer Foundation

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

Hire stars with huge fan followings eg

Gwen Stefani Beyonce and who have a

personal connect with the audience

TVC Beyonce LeRouge

Ban on Airbrushed

advertisements

Free samples

distribution

Target on men

as well as women

Hugh Laurie TVC

Gerard Butler TVC

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal

Competition with door to door salesmen

Focus on mass marketing and

advertising

Offers personal beauty advice in stores

Guilty of racial discrimination in France-gtgoes dark

and lovely

Look Good Feel Good Cancer Foundation

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

Ban on Airbrushed

advertisements

Free samples

distribution

Target on men

as well as women

Hugh Laurie TVC

Gerard Butler TVC

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-of-l‟oreal

Competition with door to door salesmen

Focus on mass marketing and

advertising

Offers personal beauty advice in stores

Guilty of racial discrimination in France-gtgoes dark

and lovely

Look Good Feel Good Cancer Foundation

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

Competition with door to door salesmen

Focus on mass marketing and

advertising

Offers personal beauty advice in stores

Guilty of racial discrimination in France-gtgoes dark

and lovely

Look Good Feel Good Cancer Foundation

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

Guilty of racial discrimination in France-gtgoes dark

and lovely

Look Good Feel Good Cancer Foundation

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

ldquoAll ages All races All sexesrdquo

Innovative PR and unconventional

marketing without spending millions of

pounds in advertising

Distributing cosmetics to make-up artists for

top models and celebrities

Endorsements through word of mouth

Pull Strategy focus on customer and not on

sales

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

Affiliations with controversial artists and

personalities

Was the first to bring charity into retail

Gives out new launched products to be reviewed

by various beauty websites and beauty blog

owners

MAC all over the internet Pay Per Click via Google

AdWords Yahoo Search Marketing and Microsoft

adCenter

httpEzineArticlescom1184789

290 subsidiaries more than 100 distributors off-group and 42 plants all spread out in about 130 countries over 23 global brands L‟Oreal is the leader of the cosmetic industry

Continuous research and innovation

Large advertising spend budgets to increase internet advertising

ldquofirst landingrdquo rdquogo localrdquo and ldquoglobalizationrdquo

Takeovers of Asian brands such as Xiaohushi Yue-Sai (Chinese brand) and Shu Uemura (Japanese brand)

Acquisition of America‟s Maybelline Provides complete beauty solution

ldquoMAC Makeup is attitudinally hip artfully irreverent

dedicated fully to the art of self-decoration and

the realization of the Individualrdquo

Brand Personality cosmopolitan

innovative irreverent Original which has almost

created a Cult like following Loved by women of

all ages it is one of the few fashion brands

which truly transcend age

Pull strategy Believe in marketing than selling

Social Initiatives Minimum Advertising budget

Theme based products eg Barbie Hello Kitty

Collaboration with clubs theatres

httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-

finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf

httpwwwlorealcom

httpwwwmaccosmeticsin

httpEzineArticlescom1184789

httpEzineArticlescom1184789

httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-

of-mac

httpwwwbusinessweekcom201099_26b3635016htm

httpwwwwpelzdestudpraeslorealpdf

httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-

distribution-channel-manage1117html

httpwww123helpmecomviewaspid=47241

httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-

top-5-global-markets313003

httpirosadoblogspotcom

ldquoMAC Makeup is attitudinally hip artfully irreverent

dedicated fully to the art of self-decoration and

the realization of the Individualrdquo

Brand Personality cosmopolitan

innovative irreverent Original which has almost

created a Cult like following Loved by women of

all ages it is one of the few fashion brands

which truly transcend age

Pull strategy Believe in marketing than selling

Social Initiatives Minimum Advertising budget

Theme based products eg Barbie Hello Kitty

Collaboration with clubs theatres

httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-

finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf

httpwwwlorealcom

httpwwwmaccosmeticsin

httpEzineArticlescom1184789

httpEzineArticlescom1184789

httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-

of-mac

httpwwwbusinessweekcom201099_26b3635016htm

httpwwwwpelzdestudpraeslorealpdf

httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-

distribution-channel-manage1117html

httpwww123helpmecomviewaspid=47241

httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-

top-5-global-markets313003

httpirosadoblogspotcom

httpwwwpwcdkdadetailassetsglimmers-amid-the-gloom-

finalpdfhttpwwwpwccomen_GXgxretail-consumerpdfbrazilpdf

httpwwwlorealcom

httpwwwmaccosmeticsin

httpEzineArticlescom1184789

httpEzineArticlescom1184789

httpmarketingdopeblogspotcom200711mac-cosmetics-storyhtml

httpwwwguardiancoukfashionfashion-blog2011oct24brief-history-

of-mac

httpwwwbusinessweekcom201099_26b3635016htm

httpwwwwpelzdestudpraeslorealpdf

httpwwwtelperionforaplopowiadania-o-hp1mac-cosmetics-sale-our-

distribution-channel-manage1117html

httpwww123helpmecomviewaspid=47241

httpwwwbusiness-standardcomindianewsindia-among-l60oreal60s-

top-5-global-markets313003

httpirosadoblogspotcom