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Case # L'Oreal Nederland, B.V.
1. Develop the pros and cons for the introduction of Synergie.
PRO's CON's
1. Unit volume growing @ 1%/annum 1. Plenitude included in growing market share
. Anti-aging creams especially fast growing . Specialized products had lower market penetration
. Market research participants reacted positively to positioning statement . Dutch market especially competitive
4. Buying intentions increased after use when price was not known 4. Consumers tended to be brand loyal and resistant to switching brands
5. Minimal shelf space used 5. Dutch women purchased twice/year
6. Buying intentions decreased after use when price was known
7. No separate marketing sales force for Garnier
. Develop the pros and cons for the introduction of Belle Couleur.
PRO's CON's
1. 7% Dutch women who colored their hair used permanent hair color 1. Trend is toward semi-permanent hair color
. No clear advertising positioning statement from competitors . Competition more aggressive than France
. Recital's market share declining . Competitors' market share increasing
4. Coloring hair as a fashion statement not just to color the gray 4. Belle Couleur positioned as covering gray with natural colors
5. Reduced number of colorants issued so minimal shelf space used 5. Dutch women color hair every two to three months vs. every weeks in France
6. Trend toward warmer shades and Belle Couleur was darker
7. Test subjects didn't like product and L'Oreal would not reformulate
8. Retailers gaining power; lacking most important criteria evidence of consumer acceptance
. No separate marketing sales force for Garnier
10. Number of colorants reducedCase # L'Oreal Nederland, B.V.
1. Develop the pros and cons for the introduction of Synergie.
PRO's CON's
1. Unit volume growing @ 1%/annum 1. Plenitude included in growing market share
. Anti-aging creams especially fast growing . Specialized products had lower market penetration
. Market research participants reacted positively to positioning statement . Dutch market especially competitive
4. Buying intentions increased after use when price was not known 4. Consumers tended to be brand loyal and resistant to switching brands
5. Minimal shelf space used 5. Dutch women purchased twice/year
6. Buying intentions decreased after use when price was known
7. No separate marketing sales force for Garnier
. Develop the pros and cons for the introduction of Belle Couleur.
PRO's CON's
1. 7% Dutch women who colored their hair used permanent hair color 1. Trend is toward semi-permanent hair color
. No clear advertising positioning statement from competitors . Competition more aggressive than France
. Recital's market share declining . Competitors' market share increasing
4. Coloring hair as a fashion statement not just to color the gray 4. Belle Couleur positioned as covering gray with natural colors
5. Reduced number of colorants issued so minimal shelf space used 5. Dutch women color hair every two to three months vs. every weeks in France
6. Trend toward warmer shades and Belle Couleur was darker
7. Test subjects didn't like product and L'Oreal would not reformulate
8. Retailers gaining power; lacking most important criteria evidence of consumer acceptance
. No separate marketing sales force for Garnier
10. Number of colorants reducedCase # L'Oreal Nederland, B.V.
1. Develop the pros and cons for the introduction of Synergie.
PRO's CON's
1. Unit volume growing @ 1%/annum 1. Plenitude included in growing market share
. Anti-aging creams especially fast growing . Specialized products had lower market penetration
. Market research participants reacted positively to positioning statement . Dutch market especially competitive
4. Buying intentions increased after use when price was not known 4. Consumers tended to be brand loyal and resistant to switching brands
5. Minimal shelf space used 5. Dutch women purchased twice/year
6. Buying intentions decreased after use when price was known
7. No separate marketing sales force for Garnier
. Develop the pros and cons for the introduction of Belle Couleur.
PRO's CON's
1. 7% Dutch women who colored their hair used permanent hair color 1. Trend is toward semi-permanent hair color
. No clear advertising positioning statement from competitors . Competition more aggressive than France
. Recital's market share declining . Competitors' market share increasing
4. Coloring hair as a fashion statement not just to color the gray 4. Belle Couleur positioned as covering gray with natural colors
5. Reduced number of colorants issued so minimal shelf space used 5. Dutch women color hair every two to three months vs. every weeks in France
6. Trend toward warmer shades and Belle Couleur was darker
7. Test subjects didn't like product and L'Oreal would not reformulate
8. Retailers gaining power; lacking most important criteria evidence of consumer acceptance
. No separate marketing sales force for Garnier
10. Number of colorants reduced
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