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International Marketing Report Company: L'Or̩al : cosmetics, beauty, perfumes
Pages 10 (2510 words)
To: Board of Directors of NIVEA Corporation, Germany From: Global Marketing Solutions plc. Date: 14th of December 2011 RE: International Management Report Instruction As commissioned, please find here our International Marketing Report. Executive Summary L'Oreal follows a mix model of standardisation and adaptation in its marketing mix.
The firm’s internationalisation process followed an Uppsala model rather than Product Life Cycle or Born Global approaches. L'Oreal enjoys positive Country of Origin Effect and clearly seeks to maximise on global consumer perceptions that French skin care products are of high quality. Part 1: L'Oreal’s Marketing Mix- Standardisation/Adaptation to International Markets The approach for analysis of L'Oreal’s marketing mix will follow the pattern of product, price, place and promotion. In terms of L'Oreal’s products, it is noted that most of them go by an English name across the international market, for instance Maybelline, Softsheen Carson, Matrix, Ralph Lauren, Stella McCartney and Roger and Gallet. The exceptions of English-named products all use French names such as Lanc?me, L'Oreal Professionnel and Kerastase (L'Oreal.com 2011). This is indicative of a standardisation approach, which for multinational marketing such as the one undertaking by L'Oreal follows a globalisation, adopting the most widely used language for their products. Through taking advantage of the wide use of English, the firm is able to reach wide markets without having to adapt through use of local languages for branding. ...
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