Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Published by:
INSEAD (2013)
Version:
02.2016
Revision date:
25-Feb-2016
Length:
27 pages
Data source:
Field research

Abstract

Yue Sai is L'Oreal's troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L'Oreal China, has made it a point of honor to turn the brand around. He has asked Stephane Wilmet, the brand's new general manager, to come up with a turnaround plan that will restore L'Oreal's reputation in China as the world's best cosmetic marketer. Stephane Wilmet and Ronnie Liang, Yue Sai's marketing director, must reconsider everything from Yue Sai's value proposition down to its media, price, product, and distribution strategies.

Topics

Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
Industry:
Other setting(s):
2011

Access this item

casecent.re/p/114938
View our pricing guide
or to see prices.

Awards, prizes & competitions

Reviews & usage