L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai (Chinese) Chinese Case Solution
This is just an excerpt. This case is about Marketing
published: 28 May 2014
Abstract:
Alexis Perakis-Valat, the brand-new CEO of L’Oréal China, has actually made it a point of honor to turn the brand around. He has actually asked Stéphane Wilmet, the brand’s brand-new basic supervisor, to come up with a turn-around strategy that will bring back L’Oréal’s track record in China as the world’s finest cosmetic online marketer.
Pedagogical Goals:
Alexis Perakis-Valat, the brand-new CEO of L’Oréal China, has actually made it a point of tribute to turn the brand around. He has actually asked Stéphane Wilmet, the brand’s brand-new basic supervisor, to come up with a turn-around strategy that will bring back L’Oréal’s track record in China as the world’s finest cosmetic online marketer. Can all brand names end up being “enthusiasm” brand names? Can all brand names end up being “enthusiasm” brand names? Marketing “masstige” (budget-friendly luxury) brand names. How to utilize brand heritage while remaining appropriate and existing in a fast-moving market.
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