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after more than a century of exploration, l 'oreal has now become the cosmetics industry leader. Scope of business all over the world more than one hundred countries or regions. In 2011, l 'oreal group's global sales reached 20.34 billion euros, profit of 2.44 billion euros, compared with last year increased by 5.1% and 5.1% respectively, one of five top its wealth for the world.

 

L 'oreal in the Chinese market, is known as a pyramid of strategy, respectively, high, medium and low-grade and ordinary mass cosmetics and other fields. Long dominatedChina's high-end cosmetics market, pharmacy, cosmetics and public lancome makeup,Vichy, maybelline are from l 'oreal group. L 'oreal group in 2011 in Western Europe sales reached 7.247 billion euros, up 0.6%; In the north American market sales increased by 5.5% to 4.406 billion euros. In emerging markets to achieve sales of 7.218 billion euros, an increase of 9.5%, among them the asia-pacific andLatin Americamarket growth of 13% and 13.2% respectively. Confidence in the outlook for the 2012 l 'oreal group, comprehensive readiness, achieve the success of the strategy of 'beautiful world' universalization, and again in 2012 to achieve sales and profit growth.

 

3.2 l 'oreal brand strategy research inChina

 

L 'oreal group has more than 500 brands, 18 of them belong to the international brand, accounting for 94% of the total amount of l 'oreal group and speechless sale. L 'oreal will this 18 brand according to 'the grade and price, as a brand to distinguish the criterion for accurate market positioning, and separately from the product, price, packaging, marketing channel, promotion and service form different aspects such as marketing plan. In the Chinese market, l 'oreal after detailed market segment and competitor analysis, introduced a dozen brands, and in 2003, the 2004 acquisition of the little nurse andkan, in 2006 and the Korean brands and 2007 PureOlogy, they are distributed in different market segments. According to the l 'orealChinacompany' pyramid gas its brand strategy framework includes high-end, midrange and low-end three parts.

 

Part 1

 

Top part of a total of four brands, rubinstein, lancome, biotherm and kiehls respectively. Rubinstein they are is a top priority, price as well as the effect on the target consumption group is also a strong consumption ability middle-aged; Lancome, customers also need higher levels of income, age span than rubinstein broader; While biotherm and kiehls for young fashion consumer groups, particularly kiehls for natural inorganic occupied the main market of the product itself is the key of into the high-end brands. In 2011, l 'oreal group, the outstanding performance of lancome and kiehls occupy everbright consumer market.

 

Part 2, tower

 

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