1. Do a PRESTCOM analysis forL’Orea

1. Do a PRESTCOM analysis for
L’Oreal, drawing on the information given below.
2. Now do a SWOT analysis.
3. If you were a marketing consultant, what advice
would you give to a haircare company? Your suggestions
should be based on your analysis of
the case and they should all be explained and
justifi ed.
For some, choosing haircare products is simple.
After all, the point is to end up with clean hair, isn’t
it? So the cheapest shampoo will do. Other people
spend signifi cant amounts of time and money on their
haircare. They don’t just buy shampoo, but look for the
very best in conditioners, styling products and dyes.
After all, you wear your hair every day, don’t you? So
why wouldn’t you take at least as much time with it as
you do in choosing your clothes.
Fashions in hairstyles change as often as those in
clothing styles. Celebrity hairstyles can make the news
and attract as much comment as their clothes, bags
and shoes do. The fi lm and pop stars who make the
trends often have their own personal hairdressers on
hand, but most people cannot afford such luxury and
so they need help from gels, mousses and other miracle
products to make their curly hair poker straight or to
coax their straight hair into curls. Then, thanks to all that
frequent washing and blow-drying, their heat-damaged
hair needs yet more products to make it shine.
The fashionistas have added value to the haircare
sector but this market has been adversely affected
by changes in the economy. The fi rst decade of the
twenty-fi rst century has seen one of the deepest
recessions in living memory. Many jobs have been
lost, pay packets have shrunk and people have had
to give up some of their luxuries, e.g. trips to the hairdresser.
Shampoo is an essential purchase for most
people but shoppers have been buying own labels
and cheaper brands or value packs, or looking out for
price promotions. Clever shoppers wait for the promotions
and then stock up with their preferred brands.
Western Europe’s ageing population is another problem
for the haircare brands because older consumers
tend to wash their hair less frequently and use fewer
products. Conditioner sales have been even worse hit
than shampoos; some consumers have cut conditioning
from their haircare routine altogether. Women are
still far more likely to buy conditioner than men; just
over one-third of men use this type of product, compared
with three-quarters of women.
Manufacturers have also had to deal with increasing
consumer concern about the negative environmental
impact of haircare products which fi nd their way into
oceans and water supplies. Recycling of packaging is
also an issue.
Global demand for L’Oreal’s premium brands,
which include Lancôme and Kiehl’s, has fallen sharply.
Retailers have cut their orders and some manufacturers
have responded with lower prices to try to stimulate
sales. In an attempt to revitalise the market,
L’Oreal’s scientists are developing new products for
mass-market brands, such as Maybelline New York
and L’Oreal Paris.
In 2007, retail sales of shampoo and conditioner
reached £706 million, dropping to £700 million in 2008
and Mintel predicts they will fall further. Shampoo has
the biggest share of the market with sales of £391 million
in 2009.
Hairdressers have also been hit hard as women
visit them less often. Some of the premium haircare
brands have responded to this trend by launching
products with salon-fi nish quality or longer colour
maintenance benefi ts.
This is a highly segmented market presenting marketing
opportunities for a variety of differentiated products.
Shampoos are available for different hair types,
hair colours and hair lengths. Frizzy hair can be tamed
or thin hair volumised. Older hair can be rejuvenated
or children’s sensitive eyes protected from accidental
contact with shampoo. Combined shampoo and conditioner
products such as Elvive 2 in 1 were in decline
before the recession hit and manufacturers seem
to be phasing them out. L’Oreal still markets these
products to children and men, but has dropped them
from most of its adult women’s ranges. They tend to
be more popular among men who want convenience
rather than the more exotic benefi ts promised by so many female brands. Nivea have responded to this
need with Men Active 3: a combined shower gel,
shampoo and shaving foam.
Procter & Gamble is very strong in this sector with
a 36 per cent market share. Brands such as Head
& Shoulders and Herbal Essences are long-time
favourites with customers and P&G has continued to
innovate through the recession and has kept up its
advertising. It launched a new range of men’s haircare
products under its Gillette brand name and these are
building market share. Although women still spend
far more on haircare, there is a growing trend among
men, especially younger men, to purchase more
grooming products.
Johnson & Johnson is another key competitor.
Its strong brand positioning in babycare makes it
ideally placed to take advantage of opportunities
presented by the rising number of under 4-year-olds
in the UK.
Unilever has been pushing its Timotei brand,
launching variants including Golden Highlights, Soft
& Smooth and Strengthen & Shine. It also extended
its Dove brand with the addition of the Therapy
range, offering colour protection and intensive
conditioning.
Meanwhile L’Oreal cut its ad budget for the Garnier
Fructis brand and focused its attention instead on its
Elvive brand, possibly because of its purchase of The
Body Shop in 2006. Sales have dropped by almost 54
per cent since 2007, according to Mintel.

Kết quả (Anh) 1:

1. From the analysis for PRESTCOM L'Oreal, drawing on the information given below. 2. Now from SWOT analysis to. 3. If you were a marketing consultant, what advice would you give to the haircare company? Your suggestions based on của nên analysis of the case and all chúng shouldnt be Explained and ed justified. For some, Choosing haircare products is simple. After all, the point is to end up with clean hair, isnt It? So the cheapest shampoo will do. Other People signifi cant Spend time and money on tiền of chúng Haircare. They do not just buy shampoo, but look for the very best in conditioners , styling products and dyes. After all, you wear your hair every day, do not you? So Why would not you take as much time at nhất with it as you by Choosing Your print clothes. Fashions change hairstyles as often Do as print những print clothing styles. Celebrity hairstyles can make the news and Attract as much comment as có clothes, bags and shoes. The fi lm and pop stars who make the trends often Do have Their Own personal hairdressers on hand, but nhất người can not Afford such 'luxury and compared chúng need help from gels, mousses and other miracle products to make curly hair poker straight chúng or to coax chúng Into straight hair curls. Then, thanks to all that the Frequent washing and blow drying, heat-Damaged ask for their needs yet more hair products to make it shine. The fashionistas have added value to the Haircare market but this sector AFFECTED Đã adversely by changes in the economy. The fi rst decade of the twenty-fi rst century has seen one of the deepest recessions print living memory. Many được jobs lost, pay packets have shrunk and People hda have to give up some of chúng luxuries, eg trips to the hairdresser. Shampoo is an essential purchase for nhất người but shoppers buying được own labels and cheaper brands or value packs, or looking out for price promotions. Clever shoppers wait for the promotions and then stock up with ask for their preferred brands. Western Europe's Ageing population is another problem for the haircare brands vì older Consumers Tend to wash ask for their hair less Frequently and use Fewer products. Conditioner sales have được thậm worse hit coal shampoos; Some Consumers have cut conditioning altogether from có haircare routine. Women are still far more Likely to buy conditioner than men, just over one-third of men use this type of product, sánh with three-quarters of women . Manufacturers have to deal with tăng hda am also concern about the negative consumer Environmental impact of haircare products which fi nd có Way Into Oceans and water supplies. Recycling of packaging is also an issue. Global demand for L'Oreal's premium brands, mà include Lancome and Kiehl's, has fallen sharply. Retailers have cut có orders and some manufacturers have đáp with lower prices to try to stimulate sales. In an thử Revitalise it the market, L'Oreal's scientists of are Developing new products for mass market brands, như Maybelline New York and L'Oreal Paris. In 2007, the retail sales of shampoo and conditioner reached £ 706 million, dropping to £ 700 million print in 2008 and Mintel predicts will fall Further chúng. Shampoo has the biggest share of the market with sales of £ 391 million printed 2009. Hairdressers have hit hard as women được am also added less often Do visit. Some of the premium haircare brands have to this trend by launching đáp products with salon-fi quality or longer Nish color benefi ts maintenance. This is a highly segmented market Presenting marketing Opportunities for a variety of Differentiated products. Shampoos are available for khác hair types, hair colors and hair lengths. Frizzy hair can be tamed or thin hair volumised. Older hair can be rejuvenated or children's sensitive eyes protected from accidental contact with shampoo . Combined shampoo and conditioner products Elvive như 2 in 1 print là decline trước recession hit and manufacturers the seem to be phasing out added. L'Oreal still những Markets products to children and men, but has added Dropped from nhất of its adult women's ranges. They Tend to be more men who want convenience Popular Among the more exotic thay benefi ts promised by considering many female brands. Nivea have đáp to this need with Men Active 3: the combined shower gel, shampoo and shaving foam. Procter & Gamble is very strong in this sector with 36 per cent market share the. Brands như Head & Shoulders and Herbal Essences are of long-time favorites with Customers and P & G has continued to Innovate through the recession and has kept up its advertising. It Launched a new range of men's haircare products under its Gillette brand name and These are building market share. Although women still Spend far more on haircare, there is a Growing Trend Among men, Especially younger men, to purchase more grooming products. Johnson & Johnson is another key competitor. Its strong brand positioning print babycare nó Ideally Placed to Take Advantage of Opportunities hiển by the rising number of 4-year-olds under in the UK. Unilever Đã pushing its brand, Timotei Golden Highlights gồm launching variants, Soft & Smooth and Strengthen & Shine. It also extended its brand with the addition Dove Therapy of the range, offering intensive color protection and conditioning. L'oreal meanwhile cut its ad budget for the Garnier Fructis brand and its Focused Attention on its thay Elvive brand, possibly vì its purchase of The Body Shop Print 2006. Sales have dropped by almost 54 per cent since 2007 the theo Mintel.

Kết quả (Anh) 2:

1. From the PRESTCOM analysis for
L'Oreal, drawing on the information given below Beheerder.
2. Now the SWOT analysis.
3. If You Were a marketing consultant, what advice
would you give to a haircare company? Your suggestions
shouldnt be based On Your analysis of
the case and all They shouldnt be Explained and
justifi ed.
For some, Choosing haircare products is simple.
After all, the point is to end up with clean hair, is not
it? So the cheapest shampoo will do. Other người
signifi cant Spend time and money on tiền of Their
Haircare. They do not just buy shampoo, but look for the
very best in conditioners, styling products and dyes.
After all, you wear your hair every day, do not you? So
why would not you take at nhất the team much with it the
clothes you of print Choosing của.
Fashions change the print hairstyles Often Those in the
clothing styles. Celebrity hairstyles can make the news
and the Attract much the comment Their clothes, bags
and shoes of . The fi lm and pop stars who make the
trends Often Their own personal hairdressers have on
hand, but can not Afford vd nhất người luxury and
compared They need help from gels, mousses and other miracle
products to make hair curly Their poker straight or to
Into Their hair straight coax curls. Then, thanks to all that
frequent washing and blow-drying, heat-Damaged Their
hair needs yet to make it shine more products.
The fashionistas have added value to the haircare
sector but this market adversely Has Been AFFECTED
by changes in the economy. The fi rst decade of the
twenty-fi rst century has seen one of the deepest
recessions print living memory. Many Have Been jobs
Lost, pay packets have shrunk and People hda have
to give up some of Their luxuries, eg trips to the hairdresser.
Shampoo is an essential purchase for Most
People Have Been shoppers buying own but labels
and cheaper brands or value packs, or looking out for
price promotions. Clever shoppers wait for the promotions
And Then stock up with Their preferred brands.
Western Europe's aging population is another problem
for the haircare brands vì older Consumers
trend to wash Their hair less Frequently and use Fewer
products. Conditioner sales Have Been thậm worse hit
coal shampoos; Consumers have cut some conditioning
from Their haircare routine altogether. Women are
still Likely far more than men to buy conditioner, just
over one-third of men use this type of product, sánh
with three-quarters of women.
Manufacturers have to deal with hda Also Increasing
consumer concern about the negative Environmental
impact of haircare products Which fi nd Their Way Into
Oceans and water supplies. Recycling of packaging is
also an issue.
Global demand for L'Oreal's premium brands,
Which include Lancôme and Kiehl's, has fallen sharply.
Retailers have cut Their orders and some manufacturers
have đáp with lower prices to try to stimulate
sales. In an thử revitalize the market,
L'Oreal's scientists of Developing new products are for
mass-market brands, Maybelline New York như
and L'Oreal Paris.
In 2007, the retail sales of shampoo and conditioner
Reached £ 706 million, dropping to £ 700 million print in 2008
and Mintel predicts They will fall Further. Shampoo has
the biggest share of the market with sales of £ 391 million
printed 2009.
Also Been Hairdressers have hit hard the women
visit less often Do Them. Some of the Haircare premium
brands have to this trend by launching đáp
products with salon-fi quality or longer Nish color
benefi ts maintenance.
This is a highly segmented market marketing Presenting
Opportunities for a variety of Differentiated products.
Shampoos are available for khác hair types,
hair colors and hair lengths. Frizzy hair can be tamed
or thin hair volumised. Older hair can be rejuvenated
or children's sensitive eyes protected from accidental
contact with shampoo. Combined shampoo and conditioner
products như Elvive 2 in 1 Were print decline
is before the recession hit and manufacturers Seem
to be phasing Them October L'Oreal still These Markets
products to children and men, but has dropped Them
from nhất of its adult women's ranges. They trend to
be more Popular Among Men who want convenience
thay benefi ts promised the more exotic by than many female brands. Nivea have đáp to this
need with Men Active 3: a combined shower gel,
shampoo and shaving foam.
Procter & Gamble is very strong in this sector with
a 36 per cent market share. Brands như Head
& Shoulders and Herbal Essences are of long-time
favorites with Customers and P & G has continued to
Innovate through the recession and has kept up its
advertising. It Launched a new range of men's haircare
products under its brand name and Gillette These are
building market share. Although women Spend still
far more on haircare, there is a Growing Trend Among
men, Especially younger men, to purchase more
grooming products.
Johnson & Johnson is another key competitor.
Its strong brand positioning print babycare nó
Placed ideally to Take Advantage Of Opportunities
hiển by the rising number of 4-year-olds under
in the UK.
Unilever Timotei Has Been pushing its brand,
launching variants gồm Golden Highlights, Soft
& Smooth and Strengthen & Shine. Also it extended
its brand with the addition Dove Therapy of the
range, offering intensive color protection and
conditioning.
meanwhile cut its L'Oreal ad budget for the Garnier
Fructis brand and its Focused Attention on its thay
Elvive brand, possibly vì its purchase of The
Body Shop Sales have dropped by printing 2006 almost 54
per cent since 2007 ACCORDING TO Mintel.

Kết quả (Anh) 3:

1. Of the prestcom analysis for
L'Oreal, drawing on the information given below.
2. Now of the SWOT analysis.
3. If you were a marketing consultant, what advice would you give to
the haircare company? Your suggestions
should be based on your analysis of
the case and they should all be explained and
justifi ed. - for some, choosing haircare products is
after all, simple.The point is to end up with clean hair, isn 't
it? So the cheapest shampoo will do. Other people
spend significant amounts of time and money cant on their
haircare. They don 't just buy shampoo, but look for the
very best in conditioners, styling products and dyes. - after all, you wear your hair every day, don't you? So - why wouldn 't you take at least as much time with it the
You in choosing your clothes.
fashions in hairstyles change as often as those in
clothing styles. Celebrity hairstyles can make the news
and attract as much comment the their clothes, bags and shoes of
. The fi lm and pop stars who make the
trends often have their own personal hairdressers on
hand, but most people cannot afford such luxury and
so they need help from gels.