More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Prize winner
Case
-
Reference no. 513-038-1
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 02.2016
Revision date: 25-Feb-2016
Length: 27 pages
Data source: Field research
Topics: Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
Share a link: https://casecent.re/p/114938
| No reviews for this item
View our pricing guide or login to see prices.

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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2011.

Geographical setting

Region:
Asia
Country:
China

Featured company

L'Oréal
Industry:
Cosmetics

Featured protagonists

  • Stephane Wilmet (female), General Manager
  • Ronnie Liang (male), Marketing Director
Teaching note
-
Reference no. 513-038-8
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 02.2014
Revision date: 13-Mar-2014
Length: 10 pages
Data source: Field research
View full details
Case
-
Reference no. C513-038-1
Simplified Chinese language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 05.2014
Length: 27 pages
Data source: Field research
Topics: Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
View full details
Case
-
Reference no. F513-038-1
French language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2015
Version: 04.2015
Length: 28 pages
Data source: Field research
Topics: Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
View full details

About

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.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2011.

Geographical setting

Region:
Asia
Country:
China

Featured company

L'Oréal
Industry:
Cosmetics

Featured protagonists

  • Stephane Wilmet (female), General Manager
  • Ronnie Liang (male), Marketing Director

Related

Teaching note
-
Reference no. 513-038-8
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 02.2014
Revision date: 13-Mar-2014
Length: 10 pages
Data source: Field research
View full details
Case
-
Reference no. C513-038-1
Simplified Chinese language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2013
Version: 05.2014
Length: 27 pages
Data source: Field research
Topics: Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
View full details
Case
-
Reference no. F513-038-1
French language
Subject category: Marketing
Authors: Pierre Chandon (INSEAD); Haiyang Yang (INSEAD)
Published by: INSEAD
Originally published in: 2015
Version: 04.2015
Length: 28 pages
Data source: Field research
Topics: Marketing; China; Branding; Advertising; Cosmetics; Luxury; Beauty
View full details
Awards, prizes & competitions
2016 - The Case Centre Awards - Overall winner
Extra information