1欧莱雅市场营销策略英文版HistoryofL'OREALMarketstrategy-Product-Starendorsement-PublicrelationsTHEHISTORYIn1909,youngchemistandnaturalentrepreneurEugèneSchuellersetsupthecompanythatwilllaterbecomeL’Oréal.1900-1950-Firststeps:themodeltakesshapeEverythingbeginswithoneofthefirsthairdyes,whichhedesigns,producesandsellstohairdressersinParis.ThemoveforgesthefirstlinkinthechainthatistobecomeL’Oréal“DNA”:usingresearchandinnovationtoenhancebeauty.1900-1950-Firststeps:themodeltakesshapeThesearetheformativeyearsof“LeGrandL’Oréal”.AttheinstigationofChairmanFrançoisDalle,theGroupstartstoexpandinternationally.Acquisitionsofstrategicbrandsmarkthebeginningofaperiodofspectaculargrowthforthecompany.Emblematicproductscomeintobeing.Thecompanymottois“Savoirsaisircequicommence”(seizenewopportunities).1957-1983-L’OréalontheroadtogreatnessThesetwelveyearsaremarkedbyagreatperiodofgrowthforL'Oréal,mainlydrivenbythesignificantinvestmentsmadebythegroupinthefieldofresearch.Alongsidetheseeffortsarestrategicproductlaunchesthatnotonlymakehistory,butalsosucceedinstrengtheningtheGroup’sbrandimage.In1988,FrançoisDalle'ssuccessor,theresearchanddevelopmentpioneerCharlesZviak,handsoverthereinsofthecompanytoLindsayOwen-Jones,atrulyoutstandingdirector.Underhismanagement,theGroupwouldcompletelychangeinscopetobecometheworldleaderincosmeticsthroughtheworldwidepresenceofitsbrandsandstrategicacquisitions.1984-2000-Becomingnumberoneinthebeautyindustry1985“PalomaPicasso”thefragranceofanextraordinarywomanPalomaPicasso,fashionandjewellerydesigner,daughterofasymbolicfigureandherselfacharismaticspokeswomanofthe80s.Shegivesthefragrancehername,designsthebottle,selectsitscomposition–aheady,distinguishedchypré–andwrapsitinred,hersignaturecolour,unimaginableatthetimeinperfumery.Shepullsitoffmasterfully:thebrandisaninstantsuccessthroughouttheworld.Withaportfolioofpowerful,internationalbrands,L’Oréalentersthe21stcenturybyembracingdiversityinitsglobalgrowthagenda.Headedsince2006byChairmanLindsayOwen-Jones,andChiefExecutiveOfficerJean-PaulAgon,theGroupcontinuestomakenewacquisitionstocovertheworld’svariedcosmeticneeds,andtoundertakenewsociallyresponsibleinitiativesintheinterestsofsustainabledevelopmentforall.2001-presentday--ThediversityofbeautythroughouttheworldMARKETSTRATEGY欧莱雅让世界更美好4P+2PproductPricepromotionPlacepublicrelationsUsenewsmediapowerQualityfunctionstylebrandpackaging2.DifferentpriceleversTrialactivitiesExperienceactivitiesBuygiveStarsignthesalesAds(Starendorsement)ThemeGalleryisaDesignDigitalContent&ContentsmalldevelopedbyGuildDesignInc.PoliticalPoweragoodrelationshipwithgovernmentProductBrandsofL'OREALHRLancomeBiothermKerastaseL'OREALVICHYLaRoche-PosayL'OREALMaybellineNewYorkYue-SaiGarnierMininurseFirst-linebrandSecond-linebrandThird-linebrandskincareproductsforgirlsskincareproductsforboysmake-upproductsStarendorsementPublicalrelations2003TheResearchInstituteforEthnicSkinandHairopensinChicago(USA)2003TheResearchInstituteforEthnicSkinandHairopensinChicago(USA)HairdressersagainstAIDSGoodqualityBrandculturePositivebrandimageGoodmarketstrategy
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