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Question 1
a) Based on the information provided in the L’Oreal case, Yue Sai struggled to grow and capture additional sales in the high-end Chinese cosmetics sector. In the past, L’Oreal attempted to position Yue Sai in several different ways which can be viewed as detrimental to the company image, showing uncertainty as the company struggles to see which positioning strategy will stick. The most recent positioning presented in the case, which desires to “deliver Yue Sai’s longstanding brand promise that ‘Nobody knows Chinese skin better than Yue Sai’”, allows the highest probability of success for the company capitalizing on countless fresh trends in Chinese cosmetics (6). The positioning statement would reflect this new strategy: “For the modern Chinese woman Yue Sai offers a line of high-end cosmetics. Unlike other high-end cosmetics Yue Sai combines traditional Chinese medicine and sophisticated technology adapted to the unique skin type of Chinese women.” Yue Sai saw reasonable success and hope in the new Vital Essential line which utilized traditional Chinese medicine and, therefore, resulted in above average repeat purchases. Continuing to focus the strategy around traditional Chinese medicine should benefit Yue Sai considerably. Another suggested strategy would be to wholly reposition Yue Sai, however this is ill advised. As stated in the case, Yue Sai tried numerous different positioning strategies, which ultimately provided no clear path strategy. Repositioning would show uncertainty in the company, lowering brand value in the eyes of the consumer.
b) Three issues that may arise from differences in Western and Eastern marketing are: cultural, aesthetics, and media platforms. Culturally, Eastern views on cosmeti...
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... large retail cities for prestige of having a store in the area, such as downtown Manhattan.
d) In accordance with positioning Yue Sai for the modern Chinese woman, Yue Sai should promote its cosmetics lines on the various social media sites, for example Weibo. Promoting on Weibo would give better exposure to young women who represent the average consumer of cosmetics. Also, it would be in the best interest of Yue Sai to continue its recent partnership with Du Juan. Du Juan representing the face of the new Yue Sai embodies the positioning strategy targeting the modern Chinese woman. Yue Sai should also promote the Vital Essential line as well as incorporating more traditional Chinese medicine into their campaign. The Vital essential line seems to be the only bright spot in Yue Sai’s repertoire and holds the possibility in helping Yue Sai become more profitable.
Introduction(refer to pages 93-94): Many people had turning points. But not everyone had an impact on their country. Feng Ru from “Father of Chinese Aviation”, Jackie Robinson from “I never had it made”, and Melba Beals from “ Warriors Don’t Cry” all faced turning points and had an impact or their country. Aviation, Baseball, and schools were not the sam always 3 people named Feng Ru, Jackie Robinson, Melba Beals all had turning points in their lifetime and had an impact on their country or society.
Based on the case, Lawson Cosmetics has an unresolved issue. They cannot decide on whether they should take the new branding initiative global, which is brought up by Gupta. Lawson is obviously a multinational company. In my opinion, they should develop major elements to market locally, and regionally and globally at the same time with a consistent brand image, but they need to adapt its brand to different markets by different ways carefully.
Zhao Ji was the eleventh son of Emperor Shenzong of the Northern Song Dynasty. Being so far down the line for succession to the empire, he spent his time devoting himself to his loves of literature, art, and Daoism; surrounding himself in luxury and sophistication. He built up and catalogued an extensive painting collection, Xuanhehuapu, with over 6,000 paintings. To date, no earlier collection, neither court or private, is known to have as much detail as Huizong’s because book length catalogues of his paintings, calligraphies and antiquities all survived (Ebrey, p.5). Huizong wanted to reform court music that had been degenerated during the Five Dynasties Period and was an avid believer in ruiying, Heaven’s way of communicating with the earth. He is thought of as the only accomplished artist in a line of emperors all who loved and appreciated the arts (Oxford Art Dictionary). It is his love of the arts, and his decisions to favor art and religion over politics that is associated with the fall of the Great Northern Song Dynasty, a dynasty that ruled from 960 until it was lost at the hand of Huizong in 1127.
Fashion, similar to technology tends to create regional network agglomerations and strong headquarter cities. The fashion industry operates within agglomeration clustering similar to Marshall’s scale economies. Agglomerations are important not just for providing access to labor suppliers, but also because it advances the New York brand and social environment. The design sector is highly clustered in New York City. The industry relies on highly skilled labor as much as factories and economies of scale. Amenities and cultural capital are positioned to lure talented and creative individuals. The fashion industry needs to be broken down into four parts: manufacturing, wholesale, supply and design. These significant relationships can be seen in Figure 1. Like Jacobean economies, these four components are all inter-related and depend on each other to function and be successful in the industry. Ideas spill over from one component to another. Those in the fashion industry claim that this focus of talent and supply stores function similar to an ecosystem, where all of th...
However, entering into a market as different as Japan is not without its risks, and must be ensured to be successful, with the help of market research, marketing, and operational theories, lest the new venture become a very costly mistake. Target Consumer Market When moving to a market with a consumer culture so different from the home market, a company must be careful to analyse its target audience in detail, to avoid costly cultural faux pas. To get a good feel for the Japanese culture, a good place to start would be the experts in the cultural studies field. Hofstede’s cultural dimensions, created during his in-depth GLOBE study of the cultures of the world, gives a good comparison between the priority differences between Japanese and English culture. A detailed analysis of the cultural differences will be given in the ‘Marketing Issues’ section of the report.
Leo Burnett, an advertising agency, partners up with Ontann Beauty Care (OBC) to create a new line of beauty products called Forever Young. The line had 2 different teams, one for Asia and one for North America. The Asia team produced for the market in Taiwan, while the team from North America produced for the markets in London and Canada. The team from Taiwan reported success with their campaign while the North America team had difficulties throughout the stages of the launch process. The poor performance in the Canadian market was due to the ineffective project management and coordination between the two teams from Leo Burnett. There was also a lack of a communication protocol between the team from Canada and the team from
Paramount Health and Beauty Company (Paramount) set out to introduce a new non-disposable razor to the market, the Clean Edge. “Clean Edge’s improved design provided superior performance by utilizing a vibrating technology to stimulate hair follicles and lift the hair from the skin, allowing for a more thorough shave” (Quelch and Beckham, 2011). While Paramount’s senior management agreed on pricing segmentation, they (management) remained split on product positioning in the market. Kotler and Keller (2012) define positioning as “the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.” Some of Paramount’s executives envisioned a broad positioning
The focus of the project is on the prestige department store women's color facial makeup in the United States. We conducted our research of this category by magazine, newspaper, Internet, and over the counter knowledge. During research we found that Lancôme, Estee Lauder, and Clinique were the top-selling prestige facial makeup brands in the United States. Lancôme, is under the wing of parent company L'Oreal, and was founded in 1935. Estee Lauder was founded in 1946 and Estee Lauder Companies founded Clinique in 1968. Their target market ranges from women 18-45 years of age and its specific focus is professional Generation X women. In this paper, we will be discussing the makeup industry, and specifically, the three prestige companies that we have chosen to focus on. We will look at their advertising, positioning, and their marketing communication strategy.
In the east of Asia lies the sixty second largest country in the world, Japan. It has one of the strongest economies in the world. The Japanese is known for the unique clothing, food, hot springs and cherry blossoms. They have a unique way of life influenced by their culture. A culture would also influence how an advertisement would be illustrated when targeting a specific culture. The way the selling message is disseminated will be altered based on how a culture communicates with one another. This essay will be discussing how the Japanese culture can be captured through advertisements and how advertisements can be adjusted from an Asian audience to suit an American audience.
L’Oreal is the largest beauty company in the world and in the past 100 years that it has expanded, it has supplied to 130 countries with offices in 58 different countries. This global company is the number one premium cosmetic product in the world today and has taken the core and beauty of people’s everyday lives since 1907, the beginning of L’Oreal. The superior leadership of a guy named Eugene Schueller started this strategic company with basic products such as hair care and also the first man-made hair color product. Five years later you could find these products in Austria, Italy, and the Netherlands. In 1934 Eugene invented the first mass market of soap less shampoo and this led the success of L’Oreal in the country of Europe which soon recognized them as the leader in body care and hair coloring products. Finally soon after World War II L’Oreal moved into the United States and the company seemed to change. When L’Oreal expanded the competition was more involved and more growth was needed in order for the company to be more successful. With problems like this, the strategy and planning that has been applied in L’Oreal has been huge for the success of the company. L’Oreal realized they needed to expand in other fields of the beauty market and target markets in order to stay alive and successful. This would mean that L’Oreal would need to acquire other companies as part of their expansion and through this they have kept the constancy of the leading company with acquisitions of many small companies. Finally in the 1980s they started their globalization into new markets all around the globe by acquiring new companies that would form the cosmetics that we know today. Although the role of acquisitions has never been the main focus of the company, internal growth and strategy was the number one reason for L’Oreal becoming such a big name. The main strategy was to adopt new companies and expand it from within believing that the brand could be taken globally and benefit their overall brand portfolio. The main role of acquisitions was to increase and lengthen the internal growth rate. L’Oreal started acquiring companies from the beginning of their name. They started with the basics of their own brands such as L’Oreal Professional, L’Oreal Paris, Kerastase, and Club des Createurs de Beaute.
Nations, like the people who inhabit them, are all different. Some, like the United States, are at the forefront of technology and development. Others exist as third world nations, where even the most basic necessities are hard to come by. And then there are those which are in the middle, such as India. In the past 20 years, India has grown in the eyes of the global community from a rural, developing nation to a burgeoning global marketing hub. While India had much guidance from the United States and other global powers, the country has still chosen to follow its own path of business and marketing development. This paper is designed to evaluate India's current marketing environment in comparison with the marketing environment here in the US, citing both nation's similarities and differences.
It has been found that the company should target the market aged 18 to 44, married, living in urban China, and purchasing for personal use. In order to address and leverage the current internal and external situation, the recommended marketing communications objectives have been set as follows:
After studying the cosmetic market we can identify a series of needs in this market:
Japanese communication system is based on “high tech context” which means that information sharing based on “implicitly, indirectly”, on the otherhand in United States information sharing based on “explicit values” (Cooper-Chen and Tanaka 2007:103).The understanding of Public relations in Japanese society evolved over time. First, public relations understood as the “government publicity campaign” and afterwards it changed to “marketing communication” (William, Tomoko and Dirk, 2002:270). In order to effectively implement their public relations strategies on their target market, luxury brands have to understand them and finally form a communication between each other. In this regard, according to (Gupta 2008) ”there must be a two way interchange of feelings, expressions and motives to build a communication” (Gupta 2008:4). LV ‘s main communication purpose according to the advertisements (see page 84) is to increase brand equity, brand loyalty, value of it’s brand and brand awareness . Because LV is the strongest brand in the luxury market industry and it plays a crucial role to strenghten its core focuses to continue its position in its market. Moreover, according to (Euromonitor International 2013 f), Louis Vuitton, Gucci and Tiffany are the leading brands interms of sale in Japan and China’s markets (Euromonitor International 2013 f).The figure below shows the Louis Vuiton’s brand real success is in accessories part for Japan’s market (Euromonitor International 2013 h). On the otherhand, “Louis Vuitton opened its first store in Japan in 1978” (Chadha and Husband 2006:16). LV is an old player in the Japanese market according to the information. Furthermore, Louis Vuitton Japan’s main clien...
The importance of having a decent understanding of both is crucial to solidifying international relationships especially in public relations and business. In this paper the writer will differentiate between these two and explain why it could be risky to apply western theory without checking on cultural impact. Public Relations and Western World Theory Western World Theory vs. Eastern World Theory There is no doubt that