ANALYZING BUSINESS MARKETS
The Business Market chosen by L'Oreal is for cosmetic products which already have a huge Market and is constantly growing at a rapid rate with consumers having contrasting working attitudes and styles. Companies are producing goods according to the local requirement in accordance to the wants of the customers and consumers.The success of Brand L'Oreal lies in the fact that the company achieved success in reaching out to the customers of different countries of the world, across different income ranges and cultural patterns.
It also succeeded in giving the customers the appropriate product.
It also succeeded in giving the customers the appropriate product.
The strategies of L’Oreal being varied enough it could not restrict itself in a single country. L’Oreal sold its product on the basis of customer demand and country want. So they did not keep the product identical across the globe. It built ample number of brands or mammoth brands entrenched to the restricted culture and which appealed to a variety of segment of the universal Market instead of generalising the brand and edible in innumerable culture.
L’Oreal aimed at being a local product in every international Market. The brand extension of L’Oreal came in the same sector or the same segment of market. L’Oreal's goal was to grow its expertise in the segment it is conscious of rather than enter a completely new sector of market.
B2C and B2B MARKETING STRATEGIES
L'Oreal Professional in UK and Ireland follows both B2B and B2C Marketing Strategy in the professional hair and beauty salon industry. But in India it has a completely B2B marketing strategy where it sells its products to the professional salons and not directly to the end consumers. To enhance its B2B strategies when L'Oreal first approached ECommerce partners their website was totally bland, poorly branded and very difficult to use. The main goals of L'Oreal were the following :
- To promote the brand among B2B audiences
- To drive relevant traffic
- To improve communications between the company and its business customers (stakeholders specifically)
- To launch a number of targeted marketing initiatives.
The services provided by ECommerce Partners to L'Oreal includes ECommerce Consulting , User Interface Design , Graphic Design , Content and Brand Websites and Methodology (WRS- Website Requirement Specifications).
The following websites help in B2B marketing :
www.matrixhaircare.co.uk/
and many more B2C websites include
and many more B2C websites include
‘L’Oreal-because you are worth it’, gives a kind of a satisfaction to the consumer. It gives the customer the belief that the product worth a lot and hence they are worth and thus validates to them being as worthy as the product though most of planning and thinking is only a virtual belief.
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Matrix was launched in February 2013 in India by L'Oreal as they were facing a tough competition from mainly Hindustan Unilever (HUL) as they launched Tresemme in 2012. Thus L'Oreal launched Matrix by analyzing the Business Market as its share in hair care products was at stake. Brand Matrix proved to be a great success. Even Matrix Biolage was launched as a competition for Tresemme Naturals.
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