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Task 1
Notes of Slides

Task 1 (a)

Introduction LOreal is a leading beauty brand that sells its products across the world. The company caters to one billion new consumers, whose consumption has been stressed to be responsible and sustainable in the lieu of the corporate sustainability vision. New

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product launches are stressful and lead to the most testing of times for any organization. They place pressure on every part of the organisations structure and processes. Sales teams are waiting impatiently for the new lines and making early promises to customers; advertising and marketing teams have booked media space and committed to a launch date, whilst production teams are working frantically to complete production set up and finalise all the details of printing and packaging, let alone deal with all the issues surrounding quality and safety.

Product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Product include more than just tangible goods. Example : television, CD player Products include physical objects, services, events, persons, places, organizations, ideas or mixes of these entities Service also are form of product that consists of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Example : banking, hotel, airline, etc

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New Product Development New product development is the development of original products, product improvement, product modification and new brands through the firms own R&D effort (Kotler et al 2009) Improving and updating product lines is crucial for the success for any organization. Failure for an organization to change could result in a decline in sales and with competitors racing ahead. The process of new product development (NPD) is crucial within an organization

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LOreal, the company has always tried to innovate new products through their R&D efforts keeping in view the taste patterns of various segments of the global market. Product innovation is a complex task and it requires careful scrutiny by the company based on the above mentioned factors.

LOreal as an international chain tries to achieve these targets through its consistent research and development (R&D) innovations in order to create products that are marketable and have a significant turnover within various segments and sub-segments of the international market.

Moreover, if any company fails to respond to new product introductions by competitors with appropriate speed, it will loose out on the desired market share due to late market penetration and eventually its profits will be dispelled (Kotler, 1988).

In this regard, LOreal tries to scrutinize its competitors products in order to evaluate the viability of its innovations during new product development process and this is done by LOreals R&D segment.

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New Product lines : New products that allow a company to enter an established market for the first time, such as Loreal is introducing their new products include Skin Care, Cosmetics, Hair Color, Haircare, Styling and Mens Product. LOral got its start in the hair-color business, but the company soon branched out into other cleansing and beauty products. Additions to existing product line : New products that supplement a companys established product lines (packages sizes, flavors and so on), such as Loreal introducing shampoo product in different packaging, types of hair. Improvement and revisions of existing products : New products that provide improved performance or greater perceived value and replace existing products, such as Loreal introducing an improvement shampoo with different needs of haircare for example Loreal Elvive re-nutrition nourishing shampoo make improvement to their products to Elvive Nutrition Nourish & Shimmer Shampoo. New-to-the-world products. New, innovative products that create an entirely new market, Repositioning : existing products that are targeted for new markets or market segment, such as LOreal estimate 3 line products to our positioning. - Consumer product: For teenagers and young women. - Professinal products: For hair salon and hairstylist.

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- Luxury products: For men and women with high quality products.

Cost Reductions : New Products that provide similar performance at lower costs

Stage 1 : Idea Generation New ideas can be generated by: 1. Conducting marketing research to find out the consumers' needs and wants. For example for LOreal Shampoo it has different types of shampoo brand and quality for haircare base on what consumer want and needs. 2. Inviting suggestions from consumers. 3. Inviting suggestions from employees. 4. Brainstorming suggestions for new-product ideas. 5. Searching in different markets viz., national and international markets for new-product ideas.

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6. Getting feedback from agents or dealers about services offered by competitors. 7. Studying the new products of the competitors.

Stage 2 : Idea screening Most companies also LOreal have a "Idea Committee." This committee studies all the ideas very carefully. They select the good ideas and reject the bad ideas. This process involves shifting through the ideas generated above and selecting ones which are feasible and workable to develop. Pursuing non-feasible ideas can clearly costly for the LOreal company. Stage 3 : Concept Development and Testing The organization may have come across what they believe to be feasible idea. However, the idea needs to be taken to the target audience An attractive idea must be developed into a product concept. A product concept is a detailed version of the idea stated in meaningful consumer terms. For example, LOreal task of develop new shampoo product into alternative product, find out how attractive each concept is to customers and choose the best one. Stage 4 : Business Analysis LOreal company has a great idea, the marketing strategy seems feasible, the product can move to the product development stage if the product be financially worthwhile in the long run. The business analysis stage looks more deeply into the cash flow the product could generate, what the cost will be and the expected life of the product

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Stage 5: Product development At this stage, the LOreal company has decided to introduce the new product in the market. It will take all necessary steps to produce and distribute the new product. The production department will make plans to produce the product. The marketing department will make plans to distribute the product. The finance department will provide the finance for introducing the new product. The advertising department will plan the advertisements for the new product. However, all this is done as a small scale for Test Marketing. Stage 6 : Test marketing Test marketing means to introduce the new product on a very small scale in a very small market. If the new product is successful in this market, then it is introduced on a large scale. However, if the product fails in the test market, then the company finds out the reasons for its failure. It makes necessary changes in the new product and introduces it again in a small market. If the new product fails again the company will reject it. Test marketing reduces the risk of large-scale marketing. It is a safety device. It is very time-consuming. It must be done especially for costly products. Stage 7 : Commercialization If the test marketing is successful, then the company introduces the new product on a large scale, say all over the country. The company makes a large investment in the new product. It produces and distributes the new product on a huge scale. It advertises the new product on the mass media like TV, Radio, Newspapers and Magazines, etc.

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At the beginning of a product's life, New LOreal product may have a little to no competition in the market place until competitors start to emulate it when it shows signs of success. As the product becomes more successful, it will face increasing numbers of competitors and may lose market share. The stage of its life cycle the product is currently in will impact the way it is marketed to consumers. For example, a brand-new product will need to be explained to consumers, while a product that is further along in its life cycle will need to be differentiated from its competitors Introduction The introduction stage starts when the new product is first launched. In this stage, as compared to other stage, profits are negative or low because of the low sales and high distribution and promotion stage. As a new product much time will be spent by the organization to create awareness of its presence amongst its target market. Growth If consumer clearly feel that this product will benefit them in some ways and they accept it, the LOreal company will see a period of rapid sales growth with sales start climbed.

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In this situation of producing new product, profits increase during growth stage, as promotion costs are spread over a large volume and as unit manufacturing costs fall. In the growth stage, for LOreal that produces new product will faces a trade-off between high market share and high current profit

Maturity New product of LOreal sales will be slow down as the product sales reach peak as it has been accepted by most buyers This maturity stage normally lasts longer than the previous stages, and it poses strong challenges to marketing management Decline Sales may decline including technological advances, base on consumer tastes and increased competition. So when it start to decline, a company will try to change pricing strategy to stimulate growth. But the product must be modified within the market. This will make company focus on their aging products. On 2006, Loreal shampoos product in a declining phase and it affects their product sales. So to maintain their existing level, LOreal company not produce new shampoos anymore for the next 6 months. What they will try to solved is they try liquidate their remaining stock. And their liquidation method consists of adding one shampoo to every new eye cream.

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Task 1 (b)

Definition of Distribution : A channel of distribution comprises a set of institutions which perform all of the activities utilized to move a product and its title from production to consumption. When it comes to sizeable companies and brand strategy, in what extent the power of brand image has a noticeable influence on the performance of their distribution channels? LOreal is the examples. As the cosmetics company that holds the markets, the group has to face harsh competition and new stakes like diversify its product segments (baby-boomers which become mammy-boomers; American, French and Japanese young with specific tastes; and men), exploit new means of distribution (like on line sales) and finally, take advantage before the competitors, of new emerging markets like Asia, India, Latin America, Africa and East European countries. So, Distribution really plays a very important role in enhancing the convenience of the customers therefore, distribution system of a company can appear as a major competency for the company.

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Wholesalers Wholesalers are independently owned firms that take title to the products they handle. In other words, the wholesalers own the products they sell. Wholesalers purchase product in bulk and store it until they can resell it. Wholesalers generally sell the products they have purchased to other intermediaries, usually retailers, for a profit. Retailers A retailer takes title to, or purchases, products from other market intermediaries. Retailers can be independently owned and operated, like Walmart.com that recently sell LOreal products. The retailer will sell the products it has purchased directly to the end user for a profit. Distributors Distributors are similar to wholesalers, but with one key difference. Distributors usually maintain close relationships with their suppliers and customers. Distributors will take title to products and store them until they are sold. Agents The agent as a marketing intermediary is an independent individual or company whose main function is to act as the primary selling arm of the producer and represent the producer to users. Agents take possession of products but do not actually own them

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Type of Intermediary Functions Product Ownership

Income Generation

Wholesalers Distribute products to other Buy, take title and physical Earn Profit intermediaries Retailers Distribute products to end users Distributors
Maintain close relationships with their suppliers and customers

possession of products Buy, take title and physical Earn Profit possession of products Do not take title of products Earn Commission

Agents

Represent either buyers or Do not take title of products sellers on a permanent basis

Earn Commission

Overcoming Discrepancies Another role of marketing intermediaries is overcoming various discrepancies of marketing activities. These are like : Quantity Discrepancy refers to the differences between the economical amount of production by manufacturers and the amount end users want to buy

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Assortment discrepancy means a lack of items needed to receive full satisfaction from a product. Temporal discrepancy is created when a product is produced and a consumer is not ready to purchase it at the time of production Spatial discrepancy markets of a product may be scattered across the globe. As a result, the spatial discrepancy exist from the difference between the location of the producer and the location of widely scattered markets. Providing Specialization Producers hire channel members to perform tasks and activities that the producer is not capable to perform or that the intermediary can perform better. Among the specialization functions performed by intermediaries are: Information : intermediaries in their day to day dealings gather and distribute details about the market and the environment Promotion : intermediaries communicate product benefits to customers through channel transaction Physical distribution : intermediaries move and store goods physically Financing : intermediaries fund the transactions in the distribution channel by giving credits or allowing credit card purchase Risk-Taking : intermediaries take up the risks of transactions in the distribution channel. The risks could be from damages, stolen goods or unsold products.

Contact efficiency distribution channel reduce the number of transactions needed to pass products from manufacturers to consumer. Retailers assemble a selection of merchandise so that a buying trip (one contact) can result in the purchase of many different items.

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The main function of a distribution channel is to provide a link between production and consumption. Below is the functions need to be undertaken in any market. Information Gathering and distributing market research and intelligence important for marketing planning Promotion Developing and spreading communications about offers Contact Finding and communicating with prospective buyers Matching Adjusting the offer to fit a buyers need, including grading, assembling and packaging Negotiation Reaching agreement on price and other terms of the offer Physical Distribution Financing Transporting and storing goods Acquiring and using funds to cover the costs of the distribution channel Risk Taking Assuming some commercial risk by operating the channel (holding stock)

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DISTRIBUTION CHANNEL LEVEL

Channel 1 is called direct marketing channel. Channel 2 contains one intermediary. In consumer markets, this is typically a retailer. Channel 3 contains two intermediary a wholesaler and retailer. LOrals distribution channels: direct distribution from the factory in South Wales distribution through retailers (supermarkets, chemists) direct distribution to hairdresser-salons through a network of sales-representatives distribution through specialist cash-and-carry outlets (profess. hairdresser products) distribution intensity: intensive distribution attempt to achieve market coverage via multiple distribution channels (direct distribution vs. indirect through intermediaries) For LOreal Company should arrange the channel 3 of distribution channel. Channel 3 is indirect channel that contains two intermediary levels a wholesaler and retailer. The goods move from the producers to the wholesaler . A wholesaler typically buys and store large quantities of several producers goods for example in Malaysia, a wholesaler that direct LOreal product is

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like Tesco, Giant, Mydin etc. this type of channel selection is suitable for low-cost and frequently used items. It will be costly for the manufacturer or producer to reach many small size retailers selling these items in vast areas and to the remotest place. Many convenience stores and supermarkets will use this channel choice. Then from wholesaler move to retailers who stand between the producers and the customers. normally, the retailers are large with chain of stores. They are able to perform their own wholesaling functions, and form efficient logistical alliances with the producers.

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F acto rsT h at In flu en ce D istrib u tio nC h an n el

Market Factors

Producer Factors

Product Factors

Market Factors - Choice of suitable channel of distribution also depends on the market. Location a buying habits of buyers are also analysed. LOreal is distributing its products to: A large number of small customers (ultimate consumers households) better to use channel intermediaries fewer buyers who buy bigger amounts service providers professional hairdressers better to use direct distribution Producer Factors possible lack of resources to be able to distribute all products by oneself possible lack of customer-based skills (the intermediary may know the customer better) product mix LOreal offers product range of home haircare products and special professional products desired degree of control perhaps by home haircare products not so important as by products for professional hairdressers Product Factors - differences between home- for LOreal haircare and professional hairdresser products strong content of chemicals toxic products or products that demand a high degree of expertise and specialist knowledge are advised to be distributed directly.

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Intensive D istribution

S elective D istribution
E xclusive D istribution
Intensive Distribution aims to provide saturation coverage of the market by using all available outlets. But LOreal product usually not using this strategy because they focus on competitive in the market. LOreal trying to produce a product different than other competitors. Selective distribution involves a producer using a limited number of outlets in geographical area to sell products. For LOreal company, it will used this strategy because on this approach is that LOreal can choose the most appropriate of their product . consumer will have a preference for a particular brand or price and will search out the outlets supply Exclusive distribution is an extreme form of selective distribution in which only one wholesaler, retailer or distributor is used in a specific geographical area.

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Task 1 (c)

Price is the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service

Definition Price is the amount of money charged for a product or service or the sum of the values that consumers exchange for the benefits of having or using the product or service Price has been the major factor affecting buyer choice Price is the only element in the marketing mix that produces revenues Price is one of the most flexible elements of the marketing mix

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Price Skimming Strategy

Price Penetration Strategy

For LOreal company that want to set prices on the new product, there are two strategies that can setting a price on new good or services such as : Price Skimming Strategy Price skimming strategy demands to a LOreal company to charge a higher introduction price for a new product. If the new product of LOreal are distributed widely, so the company can lower the price. The best by using price skimming strategy is The new products represent a technological breakthrough and legally protected. The production is limited due to technological difficulties, shortages or lack of skilled crafts people Price Penetration Strategy Is sets a relatively lower price to a new product in order to reach mass market in the

introduction stage of a products life cycle. The strategy is design to a company like LOreal dominate the market industry, producing large volume, which will lower the production cost. As a result it may hinder potential new entrants into the market because of the cost factor.

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Pricing Product Lines

Price Lining

If LOreal pricing a new product that is in a product line, it must be consistent with the total product line image. The marketers can get the flexibility if pricing objectives are developed. In order to earn maximum profit from a product line, products that are distinctive may be charged higher profit. Price Lining For this strategy, a relatively similar group of items may have different cost but are priced equally. For example, the costs of new brand LOreal Shampoo compare to another LOreal Shampoo are different, but retailer charge different price in different types of shampoo. So the customer will choose the levels of quality and with levels of pricing-low. The idea of price lining is to help customers in making decisions by limiting the choices they have to make Optional Product Pricing By using this strategy, a seller needs to determine the basic product that will go with the base price and the optional items together with the main product to attract potential buyers. For example, LOreal conditioner has together with Shampoo and was offered at a very low price and attracted a lot of attention.

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Captive Product Pricing Captive products are products that must be used with the main product. For example LOreal Volume Collagen shampoo, its include with Conditioner, Styling Mousse and body boost Root Lifting Spray for complete haircare. Normally when manufacturer sell the main products of shampoo at low price, but it will set high mark-up to other products that be used together.

Factors To Consider When LOreal Company Setting Prices To New Products

Marketing Objectives

Marketing Mix Strategy

Costs

The Market & Demand

Competition

Other Environment

Internal Factors a) Marketing Objectives : Survival when LOreal company has trouble in competition or changing consumer wants, so the company will set low price hoping to increase demand Current profit maximization they will choose the price that can give the maximum current profit, cash flow or return on investment

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Market Share Leadership when market are in heavy competition, so the company will set price as low as possible Product Quality leadership charging high price to cover higher performance quality and the high cost Research & Development b) Marketing Mix Strategy Control of the marketing mix, such as price, promotion, distribution and product. It is an important criterion to evaluate the performance of an export channel. Indeed, wanting to increase its short term sales, the distributor may damage the groups image. LOreal is known for its strong control of promotion, place, price and packaging strategy, which is decided from the headquarters. For these points, only minor product adaptations are made in different countries (such as labels languages). Overall, in-the-field-controls are very frequent to check if prices and selling places comply with the group marketing strategy. c) Costs set the floor for the price that company can charge There are 2 types of costs fixed costs and variable costs. Fixed costs is the costs that do not vary with production or sales levels Variable costs is the costs that vary directly with the level of production External factors a) The market and demand LOreal company should understand the relationship between price and demand on their product b) Competition they also must look at the biggest competitors cost and prices c) Other environmental elements also look at economic growth E.g : inflation and interest rates that will affect pricing decision the recession,

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Task 1 (d)

What is promotion?

Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. It is one of the 4Ps. this includes all of the tools available to the marketer for marketing communication. Promotion is any form of communication used to inform, persuade and remind consumers about an organizations products or services. Promotion attracts attention and provides information.

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Advertising

Sales Promotion

Advertising Advertising is defined as any form of paid communication or promotion for product, service and idea. Advertisement is not only used by companies but in many cases by museum, government and charitable organizations. However, the treatment meted out to advertisement defers from an organization to an organization. Advertising development involves a decision across five Ms Mission, Money, Message, Media and Measurement LOreal mission looks at setting objectives for advertising. The objectives could be to inform, persuade, remind or reinforce. Objective has to follow the marketing strategy set by the company. Money or budget decision for advertising should look at stage of product life cycle, market share and consumer base, competition, advertising frequency and product substitutability. Messages development further is divided into four steps, message generation, message evaluation and selection, message execution, and social responsibility review. Once the message is decided the next step is finalizing the media for delivering the message. The choice of depends on reach of media, frequency of transmission and potential impact on customer. Based on this choice of media types are made from newspaper, television, direct mail, radio,

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magazine and the internet. After which timing of broadcast of the message is essential as to grab attention of the target audience. Sales Promotion Promotion is an incentive tool used to drive up short term sales. Promotion can be launched directed at consumer or trade. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. Sales promotional activity for the product is selected looking at the overall marketing objective of the company. The final selection of the consumer promotional tools needs to consider target audience, budget, competitive response and each tools purpose. Public Relations The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues. Companies are looking at ways to converge with functions of marketing and public relation in marketing public relation. The direct responsibility of marketing public relation (MPR) is to support corporate and product branding activities. Direct Marketing The communication establishes through a direct channel without using any intermediaries is referred to as direct marketing. Direct marketing can be used to deliver message or service. Direct marketing has shown tremendous growth in recent years. The internet has played major part in this growth story. Direct marketing saves time, makes an experience personal and pleasant. Direct marketing reduces cost for companies. Face to face selling, direct mail, catalog marketing, telemarketing, TV and kiosks are media for direct marketing. Advertisement, Promotional activity, Public relation and direct marketing play an essential role in helping companies reaches their marketing goals.

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Advertising is a paid for communication. It is used to develop attitudes, create awareness and transmit information in order to gain a response from the target market. There are many advertising media such as newspaper (local and national), Outdoor (Posters and transport), radio, new media mobile devices, billboards, magazine etc. Advertising is an important element of the marketing communications mix. Put simply advertising directs a message at large numbers of people with a single communication.

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Task 2

LOreal New Product (Shampoo)

LOral Paris VIVEEL Re-Nutrition Nourishing Shampoo is the secret to complete and lasting nutrition*. The formula combines Royal Jelly and Omega 6*to gently cleanse dry hair, restoring hair's elasticity and suppleness for lasting protection against dryness.

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ADVERTISING TOOLS FOR LOREAL NEW PRODUCT (BILLBOARD)

For suitable promotional tools for LOreal new product, I choose billboard advertising. Billboard advertising is the use of signs along roadways to advertise a wide range of products, services, and causes. In general, the signs used in these roadside advertising campaigns must be over a certain size in order to be truly referred to as a billboard. In general, the sign must be large enough for a driver or passenger in a vehicle to be able to clearly read the lettering while navigating the vehicle along a road.

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A promotional activity is integrated to achieve marketing objectives

From my view, LOreal company is directing to its main objective that are leading the quality of product. The company always tries to create best quality products by using the high technologies in production although the company can afford high cost. It is quite clearly that the products of LOreal in global market usually are priced higher than the similar others. But sometimes, their product can be lower cost base on prices. In fact, that LOreal is known as the leading brand of Luxe products. LOreal is richly endowed with a portfolio of international brands that is unique in the worlds and that covers all the lines of cosmetic and responds to diverse needs of consumer the world ever. To get such success, the promotional activities have been considered as a significant contribution and one of them is Advertising. It is the fact that advertising is the quickest way to introduce new products to customers. It forms the awareness of customers about products by informing about their features and benefits. This will encourage the trial of customers. In addition, advertising also impacts the psychology of buyers and induces them to purchase products. As a result, sales and revenue will increase and the image of the company is promoted. The most obvious objective marketers have for promotional activities is to convince customers to make a decision that benefits the marketer (of course the marketer believes the decision will also benefit the customer). For most for-profit marketers this means getting customers to buy an organizations product and, in most cases, to remain a loyal long-term customer.

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FACTORS THAT DETERMINE THE TYPE OF PROMOTIONAL TOOLS USED

Resources availability and the cost of each promotional tool

Market Size and concentration

Customer Information Needs

Each of the above components of the promotional mix has strengths and weaknesses. Resource availability and the cost of each promotional tool Advertising (billboard). The overall resource budget for the promotional campaign will often determine which tools the business can afford to use. Market size and concentration If a market size is small, and the number of potential buyers is small, then personal selling may be the most cost-effective promotional tool. On the other hand, where markets are geographically dispense or where there are substantial number of potential customers, advertising is usually the most effective Customer information needs Some potential customer need to be provided with detailed, complex information to help them evaluate a purchase. In this situation, personal selling is almost always required.

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Task 1 (e)

The 4P s are controllable variables all 4Ps are linked and should support each other

Marketing professionals and specialist use many tactics to attract and retain their customers. these activities comprise of different concepts, the most important one being the marketing mix. The marketing mix thus consist of four main elements : Product, Price, Place, Promotion

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Product it must provide value to a customer but does not have to be tangible at the same time. Basically, if LOreal introducing new products it will involves to improving the existing products

Price- LOreal use pricing to get competitive with other competitors and to entail profit to the company. The pricing strategy can comprise discounts and offers and the like.

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Place LOreal will choose the place where the customers can buy the product and how the product reaches out to that place. This is done through different channels, like internet, wholesaler and retailers.

Promotion it is a various ways to LOreal company communicating to the customers of what company has to offer.

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Physical Evidence People/Provision of customer service Processes

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People The most cost-effective means of differentiating people from the competition is the degree of customer focus, competence and efficiency of the people the organizations employ. Customer experience this as the degree Care and Concern. Processes All processes are concerned with the consistent creation and delivery of customer values. The customers experience affected directly at those points at which they interact with the organization. Processes should be continuously reviewed and co-ordinate to improve customer experience and demonstrate Customer Consideration Provides Physical Evidence of delivered quality. It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that people see. Should be consistent through entire customers experience . especially important where customer is purchasing an intangible. Provide confirmation of customers expectations.

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In my conclusion for this task is, how marketing mix strategies can affect to New products of LOreal. It include with the need of developing new product from LOreal company to sustain competitive in global markets. Also we discuss about distribution channel to new product of Loreal and how LOreal arrange the channel. Then the next analysis is about prices on the new product which can reflect the organisations objective and market conditions. Besides that in this task also, show that how to choose suitable promotional activity could be integrated by LOreal company to achieve marketing objective. And finally in this task, I have analyse the additional elements of extended marketing mix that LOreal company will consider.

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My recommendation among the product is about quality. Quality is what is L'Oral is trusted upon, so a compromise on that is not a good idea. It should undoubtedly concentrate on its products; a new launch should not hamper the existing products and quality. Catering upper and middle class customer assignment help. constitutes a huge population which means a mass approval or a mass rejection. So before launching anything into the existing market it is well advised to have a trial and to review the acceptance of the product assignment help.

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REferences

Yusniza Kamarulzaman, Nor Khalidah Abu, Principle Of Marketing (Second Edition), Percetakan Printback, Selanngor : Oxford Fajar Sdn Bhd

LOreal Organization, from LOreal Website ( 20 April 2013) Retrieved from :http://www.loreal.com/DD/loreal/Article88c52.html?topcode=CorpTopic_Group_Activities_Organisation

Distribution channels performance and brand image influence, Marketing Planet, By Virginie Vinas (14 March 2005) Retrieved from :http://marketing-planet.com/studies/distribution-channels-performance-andbrand-image-influence.html

Distribution Channel Strategies, Business & Entrepreneurship by Bert Markgraf (Taken : 12 April 2013) Retrieved from : http://yourbusiness.azcentral.com/distribution-channel-strategies-9101.html

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