Subject category:
Marketing
Published by:
IBS Research Center
Length: 11 pages
Data source: Published sources
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Abstract
L''Oreal, the world''s largest cosmetics company entered the booming Indian hair colour market in 1997. Since then, it has been meeting the demands of its Indian consumers, competing with local and international companies and expanded from the cities to the two and three-tier towns of India. This case provides detailed background information on the Indian hair colour industry and the competitive scenario. It describes L''Oreal''s entry and marketing strategies, and the hurdles it has to overcome in India. The case offers scope for discussion on L''Oreal''s competitive position in the hair colour industry. It also provides information for discussion on the problems it faces due to the business environment in India and future plans for L''Oreal India. The case also provides scope for discussion of marketing efforts by other competitors.
About
Abstract
L''Oreal, the world''s largest cosmetics company entered the booming Indian hair colour market in 1997. Since then, it has been meeting the demands of its Indian consumers, competing with local and international companies and expanded from the cities to the two and three-tier towns of India. This case provides detailed background information on the Indian hair colour industry and the competitive scenario. It describes L''Oreal''s entry and marketing strategies, and the hurdles it has to overcome in India. The case offers scope for discussion on L''Oreal''s competitive position in the hair colour industry. It also provides information for discussion on the problems it faces due to the business environment in India and future plans for L''Oreal India. The case also provides scope for discussion of marketing efforts by other competitors.