CASE STUDY SHOW

L’Oreal
GARNIER Fructis Style Strategy

TEAM:
Darko Jesic
Nela Kolundzija
Jovana Kovacevic
Natasa Nikolic
 L’Oréal is the world leader in cosmetics.

 L’Oreal operates through four divisions:

professional products
consumer products(L'Oreal Paris, Garnier, Maybelline New York,
Softsheen.Carson, and Le Club des Créateurs de Beauté .)

luxury products
active cosmetics
Garnier is a brand that is positive, young at heart,
full of energy and fun.

Garnier believes in beauty through nature.

 Fructis Style offers high tech styling products
that can help tame all hair types.

 With Fructis Style you can create and control any

style you want.
FRANCE STATISTICS
 Geography
-Area: 551,670 sq. km. (220,668 sq. mi.)
- largest west European country
Cities: Capital—Paris

 People
Population :62.9 million
Annual growth rate :0.6%.

 Economy
GDP (2006 est.): $1.871 Trillion.
Per capita $30,100 (20th)
political economic
- Current elections -Economic growth is very
slow (2% a year, the second
- Jean-marie Le Pen slowest in Europe after that
entered the second of Portugal.).
round(the Front National
- Unemployment stands at a population
(FN) party)
high of 9%.
- In the 2004 referendum
-Taxes are among the
French voters rejected the
highest in Europe (50% of
constitution, revealing the
national GDP).
existing deep crisis in the
country. -The French automobile
industry is playing an
essential role in the national
economy
social
-The increase in Islamic
fundamentalism in France
- France has a rapidly
growing immigrant Muslim
- During French riots in 2005
hundreds of illegal
immigrants was deported,
torching shops and cars in
French .
technological
-A French train with a 25,000-
horsepower engine and special
wheels broke the world speed
record for conventional rail trains.
- French MPs have unanimously
voted to ban non-biodegradable
plastic carrier bags by 2010
- Newest fastest Rail Line in
France(Rail Europe is a subsidiary of
the French National Railroads (SNCF)
and largest North American supplier
of European rail travel).
MARKET SEGMENTATION
Target consumer groups AGE PROMOTION
STRATEGY
TEENAGERS 15-19 teen magazines,public
TV,billboards

URBAN PEOPLE 19-30 lifestayle

magazines,internet,billbo
ards

MIDDLE - AGE PEOPLE 30-55 daily papers,public

TV,billboards

LOYAL GRANNIES 60+ direct marketing, public

TV,daily papers,
 KEY SEGMENTS PROMOTION ACTIVITIES

FDM (food, drug and mass developing

long-term relationships, lottery
merchandisers)
cards
HOTELS developing
long-term relationships,

HAIR DRESS STUDIOS developing

long-term relationships,
organize Hair Dress
Competitions,
 Strenghts Weaknesses
- large distibutive network - ecomomy growth
- products position in the
- established brand consciousness
- diversificated product program of the consumers
- well known aroma - lack of marketing promotion 
- good qualified staff  
- creativity in developing and
launching  

- continuous product innovation  

Opportunittes Threats
- competitors on the market
- price war (e.g. China)
- plastic should be banned by 2010 in
-upcoming events for marketing France
promotions (e.g. Formula 1, Tour de
France, Paris Fashion Week ) - substitutes
 Vision

To become a leader on the market and to establish

Fructis Style as a sinonime for a beautiful hair look.
 

 Mission

We attend to provide promotion and make a package

more attractive.
 New Collection

“SEE WHAT YOU NEED”

 STRONG
GEL FIXANT

EXTRA
STRONG
GEL FIXANT
ANTIDANDRUFF SHAMPOO
Fresh hair
shampoo
SHAMPOO FOR COLOR HAIR
DRY HAIR
SHAMPOO
 NEW PACKAGE
 Travel
Packages – smaller bottles products,
such as:

 Woman Travel Package - Shampoo (75 ml),

Conditioner (75 ml), Spray Fixant (50 ml),
Mousse (50 ml), Gel (30 ml)

 Man Travel Package - Shampoo (75 ml), Wax

(30 ml), Gel (30 ml), Pate (30 ml)
 NEW PACKAGE
 Home packages

Shampoo (400 ml), Conditioner (400

ml), Spray Fixant (400 ml), Mousse (400
ml), Gel (400 ml), Pate (300 ml), Styling
Water (250 ml)
 NEW PACKAGE
 Gift packages

 Dry Hair – Shampoo 2in1, Sleek and Shine

Styling Water, Pate Modelante
 Curly Hair – Spray Fixant, Extra Curls
Mousses, Gel Wet Shine
 Coloured Hair – Shampoo 2in1,Spray Fixant,
Gomme Surf Hair
 Man Gift Package – Shampoo, Brillant Gelly,
Pure Fix
Travel package
for woman

for man
THANK YOU
NOW GO TO THE SHOPS

AND

‘’SEE WHAT YOU NEED’’….

* LIMITED EDITION