歐萊雅市場(chǎng)營銷策略英文版

第一頁，共三十頁。HistoryofL'OREAL

Marketstrategy-Product-Starendorsement-Publicrelations

第二頁，共三十頁。THEHISTORY第三頁，共三十頁。In1909,youngchemistandnaturalentrepreneurEugèneSchuellersetsupthecompanythatwilllaterbecomeL’Oréal.1900-1950-Firststeps:themodeltakesshape第四頁，共三十頁。Everythingbeginswithoneofthefirsthairdyes,whichhedesigns,producesandsellstohairdressersinParis.ThemoveforgesthefirstlinkinthechainthatistobecomeL’Oréal“DNA”:usingresearchandinnovationtoenhancebeauty.1900-1950-Firststeps:themodeltakesshape第五頁，共三十頁。Thesearetheformativeyearsof“LeGrandL’Oréal”.AttheinstigationofChairmanFran?oisDalle,theGroupstartstoexpandinternationally.Acquisitionsofstrategicbrandsmarkthebeginningofaperiodofspectaculargrowthforthecompany.Emblematicproductscomeintobeing.Thecompanymottois“Savoirsaisircequicommence”(seizenewopportunities).1957-1983-L’Oréalontheroadtogreatness第六頁，共三十頁。ThesetwelveyearsaremarkedbyagreatperiodofgrowthforL'Oréal,mainlydrivenbythesignificantinvestmentsmadebythegroupinthefieldofresearch.Alongsidetheseeffortsarestrategicproductlaunchesthatnotonlymakehistory,butalsosucceedinstrengtheningtheGroup’sbrandimage.In1988,Fran?oisDalle'ssuccessor,theresearchanddevelopmentpioneerCharlesZviak,handsoverthereinsofthecompanytoLindsayOwen-Jones,atrulyoutstandingdirector.Underhismanagement,theGroupwouldcompletelychangeinscopetobecometheworldleaderincosmeticsthroughtheworldwidepresenceofitsbrandsandstrategicacquisitions.1984-2000-Becomingnumberoneinthebeautyindustry第七頁，共三十頁。1985“PalomaPicasso”thefragranceofanextraordinarywomanPalomaPicasso,fashionandjewellerydesigner,daughterofasymbolicfigureandherselfacharismaticspokeswomanofthe80s.Shegivesthefragrancehername,designsthebottle,selectsitscomposition–aheady,distinguishedchypré–andwrapsitinred,hersignaturecolour,unimaginableatthetimeinperfumery.Shepullsitoffmasterfully:thebrandisaninstantsuccessthroughouttheworld.第八頁，共三十頁。Withaportfolioofpowerful,internationalbrands,L’Oréalentersthe21stcenturybyembracingdiversityinitsglobalgrowthagenda.Headedsince2006byChairmanLindsayOwen-Jones,andChiefExecutiveOfficerJean-PaulAgon,theGroupcontinuestomakenewacquisitionstocovertheworld’svariedcosmeticneeds,andtoundertakenewsociallyresponsibleinitiativesintheinterestsofsustainabledevelopmentforall.2001-presentday--Thediversityofbeautythroughouttheworld第九頁，共三十頁。MARKETSTRATEGY第十頁，共三十頁。歐萊雅讓世界更美好第十一頁，共三十頁。4P+2PproductPricepromotionPlacepublicrelationsUsenewsmediapowerQualityfunctionstylebrandpackaging2.DifferentpriceleversTrialactivitiesExperienceactivitiesBuygiveStarsignthesalesAds(Starendorsement)ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.PoliticalPoweragoodrelationshipwithgovernment第十二頁，共三十頁。Product第十三頁，共三十頁。BrandsofL'OREAL第十四頁，共三十頁。HR

LancomeBiotherm

Kerastase

L'OREAL

VICHY

LaRoche-Posay

L'OREALMaybellineNewYork

Yue-SaiGarnier

MininurseFirst-linebrandSecond-linebrandThird-linebrand第十五頁，共三十頁。skincareproductsforgirls

第十六頁，共三十頁。skincareproductsforboys

第十七頁，共三十頁。make-upproducts第十八頁，共三十頁。Starendorsement第十九頁，共三十頁。第二十頁，共三十頁。第二十一頁，共三十頁。第二十二頁，共三十頁。第二十三頁，共三十頁。Publicalrelations第二十四頁，共三十頁。2003TheResearchInstituteforEthnicSkinandHairopensinChicago(USA)

2003TheResearchInstituteforEthnicSkinandHairopensinChicago(USA)

第二十五頁，共三十頁。HairdressersagainstAIDS第二十六頁，共三十頁。GoodqualityBrandculturePositivebrandimage

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