L'Oreal Ch. 17- Personal Selling and Sales Management

L’Oréal’s expertise in sales and distribution is 
recognised throughout the world. The sales teams are enthusiastic, open-minded and play a key part in the 
growth and success of the group’s brands.

Conquering new international markets is currently at the heart of L’Oréal’s ambitions. The group is a market leader present in all the distribution circuits and possesses unique expertise in terms of channels and retail outlets. Joining L’Oréal sales teams means using your energy and persuasive capacities to serve customer satisfaction and discovering a working environment that offers an abundance of career routes and opportunities.

Sales covers several vocations. It requires a certain customer expertise in order to represent L’Oréal to distributors, develop customer plans and manage negotiations with our partners. It includes a strategic aspect, drawing up brand strategies and sales strategies based on the results of consumer and customer surveys. Sales is also a function in which leadership is essential to encourage excellence in sales teams, establish the best possible interaction with the other group departments and develop employee talents. Lastly it is oriented towards performance by achieving sales objectives, developing market share and reinforcing the group’s brand image in the different distribution channels.

Ch. 16 - Advertising, Public Relations and Sales Promotion

L'Oreal is the seventh biggest U.S. advertiser, with more than $2.3 billion in spending according to the Ad Age Datacenter. Interpublic's  UMcurrently handles TV and print buying.

The move would appear to open an opportunity for WPP to significantly expand what has long been a relatively small business with the third largest global advertiser. WPP's GroupM has been making gains with L'Oreal Group globally on the media side, with the holding company having already picked up business with the beauty giant in the Nordic region, U.K., Ireland, Southeast Asia, Canada, China, Germany and Latin America in recent years.

Prior to joining L'Oreal last October, Ms. Karp McHugh had been with Colgate since 2011 and had a 20-year career at WPP agencies, most recently GroupM, where she led the Unilever account at Mindshare and helped develop a training program for that agency and sibling Maxus At Colgate, she worked with WPP agencies, which during her watch were merged into the Colgate-specific Red fuze combining people from Y&R, Wunderman, VML MEC and GHG

Ch. 14- Marketing Channels and Retailing -

         

To ensure its development, L’Oréal relies on global Research and Innovation, a unique portfolio of brands organized by distribution channel, and integrated industrial production.

L’Oréal made the decision to integrate its production facility. Established around the world, its 40 factories produce 87% of the units of cosmetic products sold.

A guarantee of quality and traceability, this model makes it possible to reduce risks and optimize the industrial tool. A single unit, the Operations Division, steers worldwide production and product distribution. It unites 7 lines of business − sourcing, production, quality, environment-health & safety, supply chain, packaging & development, and real estate − and it oversees the whole production chain, from purchasing raw materials to product delivery.

To become more responsive and adapt to the specifics of local markets, the industrial tool is spread out over five major geographical zones. This proximity reduces the distance that separates consumers from the factories and ensures them access to products at the best possible price. The group also bases its industrial success on its exacting criteria in the selection of suppliers with whom it creates long-term partnerships and joint ventures for innovation.

L’Oréal is richly endowed with a portfolio of international brands that is unique in the world and that covers all the lines of cosmetics: hair care, coloring, skin care, make-up and perfume. Very complementary, these brands are managed within the group by divisions that each have expertise in their own distribution channel. This organization is one of L’Oréal's major strengths. It makes it possible to respond to the every consumer's expectations according to his or her habits and lifestyle but also to adapt to local distribution conditions, anywhere in the world.

• The Consumer Products Division offers the best in cosmetics innovation to the greatest number of people on every continent. Its brands are available in mass-market channels (hypermarkets, supermarkets, drugstores and traditional stores). The division is the spearhead of the group’s quest to win over a further billion consumers. L’Oréal Paris - Garnier - Maybelline New York - Softsheen-Carson - Essie
• L'Oreal Luxel  offers both men and women throughout the world an array of prestigious and modern international brands with a unique heritage. The brands of L’Oréal Luxe strive to promote the different specialities of luxury beauty: skincare, make-up and fragrances.
  They also set out to offer high-quality products through a selective distribution channel, and provide excellent service that respects the diversity of its consumers. Lancôme - Giorgio Armani - Yves Saint Laurent - Biotherm - Kiehl’s - Ralph Lauren - Shu Uemura -Cacharel - Helena Rubinstein - Clarisonic - Diesel - Viktor & Rolf - Yue Sai - Maison Martin Margiela - Urban Decay -Gyy Laroche-Carita-Active Cometics Division's mission is to help everyone improve the quality and health of their skin, whether they are affected by sensitive skin or dermatological conditions, in all health care channels worldwide: pharmacies, beauty and health retailers, drugstores and medi-spas. Thanks to its highly complementary brands, and its close links with health professionals, dermatologists, paediatricians and doctors practising aesthetic medicine, the division is world number one in dermocosmetics(1).
  (1) Source: Panels and L’Oréal 2013 estimates. Vichy - La Roche Posay - SkinCeuticals- Innéov - Roger&Gallet - Sanoflore
•  The body shop, true to its pioneering spirit, combines innovation, sensory experience and performance, while maintaining their values, in particular with regard to fair trade and environmental protection. In fact, it is the first brand to have introduced fair trade into the Beauty industry. Its products are distributed mainly through a network of exclusive boutiques.L’Oréal made the decision to integrate its production facility. Established around the world, its 40 factories produce 87% of the units of cosmetic products sold.
  A guarantee of quality and traceability, this model makes it possible to reduce risks and optimize the industrial tool. A single unit, the Operations Division, steers worldwide production and product distribution. It unites 7 lines of business − sourcing, production, quality, environment-health & safety, supply chain, packaging & development, and real estate − and it oversees the whole production chain, from purchasing raw materials to product delivery.
  To become more responsive and adapt to the specifics of local markets, the industrial tool is spread out over five major geographical zones. This proximity reduces the distance that separates consumers from the factories and ensures them access to products at the best possible price. The group also bases its industrial success on its exacting criteria in the selection of suppliers with whom it creates long-term partnerships and joint ventures for innovation.

Ch. 7. - Business Marketing

  The culture and development of L'Oreal are based on creativity and  sense of beauty. The marketing teams live out these values on an everyday basis, a definite strength of the group. L’Oréal has creativity in its DNA. The marketing teams are at the heart of the process, at the interface between all the group’s units of business. Their mission is to make consumers the world over aware of products designed to meet their needs and to be one step ahead of trends in order to transform them into sources of beauty and well-being. They are structured into two main tracks within the group: operational marketing and marketing development.Joining the multicultural marketing teams means not only participating in the development and promotion of products worldwide but also working in an ultra-competitive sector that changes rapidly, a sector that sets the trends of the future. L’Oréal brands are aimed at a wide range of consumers and lifestyles, from mass distribution channels and modern beauty stores, to professional salons, and all the way to luxury boutiques in various countries. They continue to change the world’s market where the competition is very stiff and demanding. Lastly, the group is constantly marketing new products and frequently renovating its brands.

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Ch. 6 - Consumer Decision Making

     Consume behavior strongly affect the consumer buying process, hence marketers always to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However,it is mainly influenced by three key factors-cultural tractors, social factors and psychological factors - that are vital conditions for every   
marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oreal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its above rivals such as P&G and Unilever. The report will try to find out the role of consumer behavior in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success.
The term consumer behavior is defined as "the study of how individuals, groups and  organisations select, buy, use and dispose of goods, ideas or experiences to satisfy their needs and wants "(Kotler & Keller , 2009:150). In other words, the study focuses on how individuals spending their available resources-time, money and effort - to create a final decision in buying process (Schiffman, Hansen & Kanuk, 2008).
Since consumer behaviour has huge effects on marketing planning, large companies like L'Oréal always consider carefully this psychological term before a new marketing campaign is launched. L'Oréal is the world's largest cosmetic and beauty company, which founded 1909 by Eugene Schuller. the company has operations in over 130 countries with more than 60,850 employees and got many awards for the world top 20 respected company in 2005, the international corporate diversity award in 2006, the world's most ethical companies in 2007 and 2010 and top 100 sustainable companies in the world in 2011.

Ch. 5- Developing a Global Vision

    

         

                                                         

The time has come to ACCELERATE OUR PROGRESSES in Sustainable Develoment for the Entire L'Oreal Group and Along the Full Length of our Value Chain

They are part of a transformation process begun at L'Oreal several years ago.We fist redifined our mission:beauty for all.To accomplish this mission ,We chase a new strategy that we call universalisation, which is globalitasion that respect differences. 
To impliment this strategy, we set an ambitios target: to attract and win the loyalty of a billion new consumer.However, more consumer,more growth, also means more responsibility.
So we want to reduce the impact of our activity on the planet while increasing our positive socio-economic impact on the lives of communities aroun us. With the commitmens we are making today,we are continuing our transition towards a new development model,which is constantly becoming more responsible. And we are clearly placing our non-financial challenges at the same level as our financial targets, and so expressing uour vision of the global perfomance of our company.