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. 501-011-1
Subject category: Marketing
Published in: 2001
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is part of a case series. This case study discusses how L'Oreal decided to become a leader in the European shampoo market, a market that only a few years earlier had not been a company priority because competition was very much based on price and margins were too narrow. Elseve was L'Oreal's shampoo brand leader in the French market and the challenge for the company was to make it a leader throughout Europe. The immediate issue of this case is to discuss the definition of strategic priorities in the international marketing of Elseve, one of the L'Oreal brands, while providing a global view of the European market. This case study is suitable for use very early in a course on International Marketing or Global Marketing, possibly in the second or third class, when dealing with the issue of international competitive marketing strategies. A video 'L'Oreal: A True Partnership' is available to accompany the case series. This version contains colour exhibits.

About

Abstract

This is part of a case series. This case study discusses how L'Oreal decided to become a leader in the European shampoo market, a market that only a few years earlier had not been a company priority because competition was very much based on price and margins were too narrow. Elseve was L'Oreal's shampoo brand leader in the French market and the challenge for the company was to make it a leader throughout Europe. The immediate issue of this case is to discuss the definition of strategic priorities in the international marketing of Elseve, one of the L'Oreal brands, while providing a global view of the European market. This case study is suitable for use very early in a course on International Marketing or Global Marketing, possibly in the second or third class, when dealing with the issue of international competitive marketing strategies. A video 'L'Oreal: A True Partnership' is available to accompany the case series. This version contains colour exhibits.

Related