Marketing Case #3

Case #3 – L’Oreal Nederland, B.V.

1. Develop the pros and cons for the introduction of Synergie.

PRO’s CON’s
1. Unit volume growing @ 12%/annum 1. Plenitude included in growing market share
2. Anti-aging creams especially fast growing 2. Specialized products had lower market penetration
3. Market research participants reacted positively to positioning statement 3. 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


2. Develop the pros and cons for the introduction of Belle Couleur.

PRO’s CON’s
1. 73% Dutch women who colored their hair used...