We accept

Global Marketing Strategies of LOreal in India

The company started conducting business in India in the year 1991 by way of a distributor. Following the business lead of Hindustan Unilever, it launched its first product, a hair shampoo called the Garnier Ultra Doux. Recently, it was set up as L'Oreal India under the L'Oreal group. Today it rates second in the global beauty products group in India.

L'Oreal's approach stands out to be mostly aggressive weighed against its competitors. The most recent step of the L'Oreal group is the new high-tech professional unit in Pune. It companies many types of hair care, locks color and skincare products to meet the growing demand. It is one of the first plants to apply L'Oreal's newest GHP (Good Health Practices). The executives of L'Oreal thought that the combination of small cost and natural ingredients will be a good match for the Indian market.

L'Oreal performs three divisions in India-

The Consumer Products Division

The Professional Products Division

The Active Makeup products Division

There is loan company in North Bombay, a future hairdresser's are shaping the traces of volunteer models which are forcing trainees to loose on their hairs. It isn't unexpected that 85 percent of ladies in India have long and right hairs and almost all of the women's in India prefers home remedies which are suggested by their mothers and the natural firmness is dark. A lot of the girls use veggie essential oil as their wild hair oil rather than fancy conditioners. It creates a challenging environment for any kind of company joining in such competition and selling the beauty products to such a huge masses of around 1. 1 billion which are not an alien but also profligacy.

Since the business L'Oreal has launched its first academy in Bombay in the year 2006 where only total of 73 hairdressers were graduated from from coast to coast. It really is around six month course which makes the person with the capacity of working as a junior in the international standard salons which keeps growing daily in India's big towns or metropolitan towns. L'Oreal distribution networks have also enjoyed an important role in the country within the last 10 years where more than 30000 mane dressers use the product of the same company and also helped in establishing 300 salons before few years all over the country.


L'Oreal uses various global marketing strategies on an internationally scale and also taking the full good thing about the operational dissimilarities that happen to be global as well as the opportunities with the purpose of getting their global aims. According for some of the specialists of the aesthetic brands in china which are incredibly successful, the modern female of china will not use much make-up before time of early on 1990. The people of china used the products to show their culture rather than for the purpose of beauty. For example the women used the color on the nails for displaying their social category rather than for the style or the wonder purpose. But following the early 1990 the use of cosmetic increased in china and for this reason various cosmetic companies came into the market of china. L'Oreal has a brief history associated with china back to 1907 when one of the chemist known as as the Eugene Schueller launched a locks color formulation and after 2 yrs he also documented his company which was called as Societe Francaise de Teintures Inoffensive put Cheveux which in future known as the L'Oreal. At the moment L'Oreal is one of the primary companies of cosmetic and beauty with the full total income of around 14 billion euro and roughly 52000 employees are used in this company. The corporation has many global marketing strategies and one which is growing the business which is ecological technique for L'Oreal. This strategy includes the management of brand carefully and also the careful acquisitions by the business. In today's scenario every single company on the market faces an enormous competition and regarding L'Oreal they confronted the competition meticulously and with full planning in Chinese language market. For instance this company sells their good quality product at the purchase price cheaper than the firms like Olay and ponds which can be launched on the market by the best giants and the specialist of the field known as the Procter and Gamble. This company has developed into push which is global by clearing the different country's ethnic cachet into its vitals, by fully concentrating on biggest 10 global brands focused on the colour of hair, locks care, cosmetic makeup products color and also the fragrances. One of their finest strategies is the acquisition of the neighborhood companies as well as the brands that are established on the market of china. Because of this strategy to become a local brand, this company caused the acquisition of the brand named as Mininurse from Raystar in the entire year 2003 and one more in the year 2004 known as as Yue-Sai. One of the better things of the company is that they learn from their flaws and try to cover it very quickly. For example they learned from other negative experience with the Biotherm brand primarily in US and this company has only few amounts of stores in Shanghai, Beijing.

In china, L'Oreal marketplaces around 14 brands only in china which include Lancome, Biotherm, Shu Uemura, Vichy etc. This company has a brandname strategy of the diversification of the brands which ties in the culture of china. Unlike others the corporation embody their country of origins and not to seek homogenize with their brands for making palatable in whole cultures. According to one of the example L'Oreal in the entire year 1996 acquired a company of cosmetics of US and began their work with the makeover of the company which included the removal of the head office from Memphis to the location of New York for the advertising of its US origins. L'Oreal also takes a large amount of risks during their work. For example this company purchased the well established and the successful brands of beauty products in china. L'Oreal isn't only targeted towards its market group but it addittionally sticks out culturally which company also encounters the risk of cannibalizing by marketing the local brands. L'Oreal realizes that their complete customers are individuals rather than the complete market and for that reason only it has managed to stand its brand very strong. L'Oreal has a great future in china as the requirements of aesthetic products are increasing at an extremely rapid rate in china and L'Oreal with all its global marketing strategies that happen to be talked about above will gain whole lot of revenue in approaching years.

Definition of Global Marketing Strategy-

There are various innovations which may be observed in the international trade and increment in the importance of the e-commerce that happen to be influenced by various factors that are making the implication of global marketing strategies in the businesses. The strategies that are used helps the organizations making increment in the income potential and talk about in the market. (Codija, 2010)

If we have now try to explain Global Marketing Strategies then it could be thought as the set of techniques and techniques which is adopted and used for learning the sentiment of the consumer, developing the services and examination of economic signals where the operation of the company is operating. There are various types of strategies that are basically centered on the distribution and advertising of techniques which is utilized when the product is sold to multicultural clients. There are a few businesses and companies which work with international advertising companies that help in the introduction of the global marketing strategies. There aren't only marketing strategies which is only focused, other than that product development, price procedures, promotion and circulation channels also takes on an important role in the Global Marketing strategies.

Cultural Distinction in L'Oreal-

As we already know about the L'Oreal which is one of the greatest companies all over the world in the sector of all kind of cosmetics. There are many countries which contain different cultures matching to that your company, L'Oreal must develop its products in a particular country. The full total worth of the company L'Oreal in the entire year of 2005 was $18. 89 billion that was huge and being among the most successful cosmetic makeup products company round the world. You can find exactly seventeen international brands around the world and L'Oreal was positioned 49th by the review conducted by the business enterprise week among various brands in the month of August 2004. Around ten years ago, there is about 75% of the company's total annual sales belongs from Europe and in 2004, 85% of the consolidated sales of the business were from the markets outside the France.

The most important factor which affects the micro and macro global strategy is the influence from the ethnic societies and the communal environment which includes the factors like family composition, social class, use structure, decision making and market segmentation or they'll try to make some kind of relationship to make their marketing at the global level by the local company. There is a main concern regarding global strategist which is the amount of materials culture in every single region. There is a demand of the limited products for the corporations or businesses which are planning to invest in the material culture which is less advanced such as semi industrialized countries in which almost certainly demand is more towards limited product lines. The firms have to cope with the greater timeframe to accept new service, complicated circulation systems and simpler advertisements.

There is another ethnic influence other than the one discussed in these parts that is Appearance which really is a reference to the stylistics' flavour of the population. This is the important element for making decisions related to the ad, product coming up with and product packaging and in the same way the common education degree of the culture will show us the problem of the campaigns, products and presentation but there could be some effect on the strategy related with the distribution and offer route which is staffed by the locals. There are many other social influences which are detailed as consumer attitude with respect to associated risk taking, family firm, religion, material gain and various other factors which also plays a part in the cultural affect of the company like L'Oreal.

The L'Oreal in addition has strived to include its total sales strategy into various other culture which may be result into failure. As we can take example of the overall Motors which has met with the mishap that has attemptedto market the Nova vehicle in the Mexico and Spanish translation of 'Nova' refers to the 'no go'. You can find many other examples regarding mishaps that have took place in many companies with the variance of different cultures around the world.

As we speak about India which is also a multi cultural world, the brands like L'Oreal is implementing the neighborhood culture and choices are also critical and there was a statement given by the L'Oreal India's chief operating official that "Increment in the blockbusters have led to the advancement in the merchandise for the united states". L'Oreal was launched in the year 1997 when the company launched its professional products department and targeted on the largely unstructured hairdressing industry and markets its salon brand such as Kerastase, L'Oreal Professional and Matrix. There have been around five regional training centre's that have been inaugurated to educate the salon owners and stylists and launched academy specifically International Hairdressing Academy in Mumbai in 2006 which quite simply offers instructions related to the essential and advanced styling and there is a provision of regularly release of the international stylists to adopt workshops and workshops.

There are various kinds of customers that are positioned in various located area of the country which are targeted in which mainly luxury products are sold in the India's cosmopolitan metropolitan areas such as Mumbai, Delhi and Bangalore rather than them there's a tough competition which is often seen in the section of the small customers whether accessories, beauty products and fragrances. There are plenty of cultures in India which provide us better opportunities which may be observed in the places like Ahmadabad and Aurangabad that are lacking in luxury products however the development is too fast which is the primary target of the companies like L'Oreal.

There was a installation of wholly owned Indian subsidiary procedure in the entire year 1994 with the launching of the product of shampoo that is Garnier Ultra Doux hair shampoo. This was the period when there is explosion of television looking at and Indian women has taken great curiosity about the international beauty pageants but there were tangible changes which were visible only in few years in the past when women has shown interest in signing up for the workforce. There have been two key turning points which were Throw-away income and contact with globalized culture. (L'Oreal)

The L'Oreal Company in India is the most effective growing subsidiary in the L'Oreal group and is just about $200 million Company. In this particular emerging market there is certainly lack of product penetration which gives us good room for progress. There is starting of new developing crops in India with the production capacity of around 100 million devices a year. There exists three section of L'Oreal in India which include Consumer Products Section, Professional products division and Active makeup products division.

L'Oreal mainly give attention to the young women that happen to be prone towards the wonder in which its continuous attempts has been around the field of stimulating women to pursue their career in the field of Science, L'Oreal India which includes been announced from seven consecutive years. There are many operations pursued in various countries which ultimately shows its multicultural attitude, that is, there are around 42 factories surrounding the world, 46 billion items are manufactured and around 95 percent of the factories are ISO 14001- certified. There are many variations among the cultures throughout the world relating to which there are different kind of demand from the company around the globe. There are lots of programs that happen to be being run by the L'Oreal which helps many people which are disadvantaged, experiencing illness. There has been adoption of La vie, de Plus Belle by the association of cosmetic professional which includes also supported most of the companies in and around the France but mainly it includes centered in France only. In the entire year 2007, L'Oreal has founded a foundation which includes provided money to the Samusocial of Paris, which is a municipal disaster service that essentially provides medical help to the people who are homeless. There is such good work which is also conducted by the L'Oreal that has not only taken care of its status in the marketing sector else they are suffering from their reputation in the communal works also. (L'Oreal's Global Branding Strategy)


As we've seen about the L'Oreal which is a world class company with its registered office in Paris and is rolling out reputation in the field of cosmetics. They have got mainly centered on the scalp color, skin, hair care, make-up, sun safety except that company in addition has positively participated in the pharmaceutical and dermatological domains.

There is an adoption of some techniques by the L'Oreal to be able to type in the market and competition, which essentially injects its brand with the vitality with the children. It quite simply creates storms or we can say brainstorm of ideas. There may be continuous 14th yr of ruling by the corporation in neuro-scientific cosmetics and there are many chances directed at the undergraduates in their previous two years to become Brand Manager on one among the signature lines of the L'Oreal Company.

There were two countries that have been used India and China where the condition and position of the L'Oreal is mentioned. There's been a cultural distinction which has been proven in the aforementioned paragraphs around the world.

More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment