Research On China Marketing Strategy Of L'Oreal

Nowadays due to the ever increasing vigorous competition in cosmetic industry, the competition has been broaden from just product quality, custom service and brand image, but also to enterprise marketing strategy. The one with top marking strategy will win the game. Therefore, more and more people in China, whether businessmen or business scientists, come to realize the importance of marketing.In current research, a few existing problems on marketing strategy of L'Oreal China have been arose, and by combining with related marketing theory, the current status of Chinese cosmetic market and the development of L'Oreal China have been introduced. By means of related market marketing study, strategic management, microeconomics and marketing theory, based on actual situation of L'Oreal China, the marketing environment (including macroeconomic, microeconomic and system environments) and strategy has been analyzed with SWOT method. The advantage and disadvantage of current marketing strategy of L'Oreal China in such a specific market have been pointed out, also the opportunity and challenge ahead. Several detail strategies have been analyzed one by one including marketing goal, product, pricing, distribution, promotion and marketing organization. While analyzing the superiority of its marketing strategy, a few short-comes have been point out. Finally, from six different aspects, the marketing strategy of L'Oreal China has been discussed, including: (1) A strategy more suitable for domestic development should be produced base on the brand "Pyramid" strategy; (2) To further increase the market occupancy, more products should be serialized to promote the marketing invasion; (3) A more serious attitude should be taken with low-end marketing product development to ensure that high/medium-end products would not be influenced; (4) more precision with important strategy; (5) Development of the whole company should be put as the first priority to make sure efficient utilization of resources and prevent self-competition among internal brands; (6) Distribution partners play important roles in the sales of L' Oreal, the efficient controlling of these partners on marketing promotion will be essential for the marketing strategy of L'Oreal China.