We believe that the best approach is to focus on product differentiation and targeting niche markets, while at the same time simplifying the product line. Answers to Case Study. Make it easy for consumers to know the difference within cleansers or moisturizers or treatments. Are American women as educated French women when it comes to skin care? Technology is a greater asset in selling treatment moisturizers instead of daily moisturizers. Compare with other brand, Plentitude has more types of product. Use niche market to build brand equity.
People buy it because of its reasonable price; can be easily found and very reliable. Preface Dear Lindsay CEO , this report is going to describe the situation and problems of our Plenitude product line in US market based on our research. The issue with simplifying is that it may reduce the amount of choices people have when making a decision about the products they have, but on the other hand it is an opportunity to market to the segment that does not necessarily need all the information to begin with and may be intimidated by too much. Even we are 2 positions in moisturizers, we still not making any money after entering US market. Compare with other brand, Plentitude has more types of product. Answers to Case Study. Compare Plentitude product line with our major competitors.
Bringing “Class to Mass” with Plénitude
Appendix – Exhibit 1 gives the Dollar Shares in Exaggerates Plentitude in the Koreal. To make this website work, we log user data and share it with processors.
Divide product line to target younger and older users Dividing the product line is an alternative that is in a slightly different direction than the others. Registration Forgot your password? Introduction of Plneitude Situation As you may aware, Plentitude sales grew well through and we hit a four-year sales plateau after that. Simplify pricing structure Simplifying the price structure could potentially attract new customers.
Those savings alone would reduce the pre-tax loss for the pre-tax loss was With this alternative one thing to watch out for is not taking too much information out so that everyone is confused.
Bringing “Class to Mass” with Plénitude – ppt video online download
Make it easy for consumers to know the difference within cleansers or moisturizers or treatments. One of the likely consequences of this is the possibility of losing customers not included in the targeted niche market, such as the younger group. Plentitude of products Oil of Olay 14 Ponds 9 Nutrogena 5 Nivea 4 19 People think Plentitude has too many type of products and packaging is so wordy.
Cleansers we are not doing well in US at all. Or do they continue with the promoting “Revitalift-Eye” as a “star product” where they would put all money and marketing support towards that one product?
While the first three alternatives focused on simplifying, this alternative is focused on specifying the product line to target younger customers with cleansers and moisturizers, while at the same time targeting advertisements of specialty products to older women. For example, what are the least popular products?
People have high motivation to try it with department store quality in mass outlets. Branding and the Marketing program. Do you agree with the recommendation provided?
Research and Findings Our main findings based on three major researches that we done from Lorea technology an important factor in over-the-counter cleaners and moisturizers? Top management decided to focus on mass market in US with plenitude skincare line as it used in France.
We believe that the best approach is to focus on product differentiation and targeting niche markets, while at the same time simplifying the product line. That is consumers perceive the line to be too complicated, due to the amount of information plenituse the packaging, and too expensive.
L’Oréal of Paris: Bringing “Class to Mass” with Plénitude by Irene Galletti on Prezi
Goldman Sachs Case Stu Apparently this is not the actual Plenitude brand image of what we want. Many of its competitors were much stronger in the daily segment. Apparently, this has been less successful in the US than in France.
They feel Plentitude seems complicated. Here are our recommendations: Here is how these strategies will affect marketing expenditures: This is lorela typical research in-store shelf arrangement evaluation of Plenitude. Are there any other strategic alternatives you would have suggested?