欧莱雅市场营销策略英文版.ppt

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1、欧莱雅市场营销策略英欧莱雅市场营销策略英文版文版2023/6/12欧莱雅市场营销策略英文版History of LOREALHistory of LOREAL Market strategyMarket strategy -Product -Product -Star endorsement -Star endorsement -Public relations -Public relations 欧莱雅市场营销策略英文版THE HISTORYTHE HISTORY欧莱雅市场营销策略英文版In 1909,young chemist and natural entrepreneur Eugne

2、Schueller sets up the company that will later become LOral.1900-1950-First steps:the model takes shape欧莱雅市场营销策略英文版Everything begins with one of the first hair dyes,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”:us

3、ing research and innovation to enhance beauty.1900-1950-First steps:the model takes shape欧莱雅市场营销策略英文版These are the formative years of“Le Grand LOral”.At the instigation of Chairman Franois Dalle,the Group starts to expand internationally.Acquisitions of strategic brands mark the beginning of a perio

4、d 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-LOral on the road to greatness欧莱雅市场营销策略英文版These twelve years are marked by a great period of growth for LOral,mainly driven by the signif

5、icant 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 strengthening the Groups brand image.In 1988,Franois Dalles successor,the research and development pioneer Charles Zviak,hands over the r

6、eins 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 cosmetics through the worldwide presence of its brands and strategic acquisitions.1984-2000-Becoming number one in the beauty industry欧

7、莱雅市场营销策略英文版1985“Paloma Picasso”the fragrance of an extraordinary womanPaloma Picasso,fashion and jewellery designer,daughter of a symbolic figure and herself a charismatic spokeswoman of the 80s.She gives the fragrance her name,designs the bottle,selects its composition a heady,distinguished chypr a

8、nd 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.欧莱雅市场营销策略英文版With a portfolio of powerful,international brands,LOral enters the 21st century by embracing diversity in its global growth agen

9、da.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 needs,and to undertake new socially responsible initiatives in the interests of sustainable development for all.2001-present

10、 day-The diversity of beauty throughout the world欧莱雅市场营销策略英文版MARKET STRATEGYMARKET STRATEGY欧莱雅市场营销策略英文版欧 莱 雅 让 世 界 更 美 好欧莱雅市场营销策略英文版4P+2P4P+2PproductPricepromotionPlacepublic relations Use news media power Quality function style brand packaging 2.Different price leversTrial activities Experience act

11、ivities 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欧莱雅市场营销策略英文版Product欧莱雅市场营销策略英文版Brands of LOREALBrands of LOREAL欧莱雅市场营销策略英文版HR Lancome Biotherm Kerastase L

12、OREAL VICHY La Roche-Posay LOREAL Maybelline New York Yue-SaiGarnier MininurseFirst-line brandSecond-line brandThird-line brand欧莱雅市场营销策略英文版skin care products for girlsskin care products for girls 欧莱雅市场营销策略英文版skin care products for boysskin care products for boys 欧莱雅市场营销策略英文版make-up productsmake-up p

13、roducts欧莱雅市场营销策略英文版Star endorsement欧莱雅市场营销策略英文版欧莱雅市场营销策略英文版欧莱雅市场营销策略英文版欧莱雅市场营销策略英文版欧莱雅市场营销策略英文版Publical relations欧莱雅市场营销策略英文版2003 The Research Institute for Ethnic Skin and Hair opens in Chicago(USA)2003 The Research Institute for Ethnic Skin and Hair opens in Chicago(USA)欧莱雅市场营销策略英文版Hairdressers against AIDS欧莱雅市场营销策略英文版Good qualityBrand culturePositive brand image Good market strategy欧莱雅市场营销策略英文版欧莱雅市场营销策略英文版演讲完毕，谢谢听讲!再见，see you again3rew3rew2023/6/12欧莱雅市场营销策略英文版