Multi-brand Management Of L’Oreal

Multi-brand strategy is one of the popular choices of brand management in business, especially in cosmetic industry. This strategy is well-used for company enlargement with brand family by those international cosmetic giants, such as P&G, Unilever, Estee Launder, Shiseido etc.We are taking L’Oreal company as the case study in this paper. Its present situation and practical implementation of multi-brand strategy in the field of China Market was studied in this paper. With the knowledge of brand management, collection of large numbers of data, as well as the analyzation of practical cases, it come with the conclusion of the successes of L’Oreal multi-brand strategy which was summarized as three points: independent operation between brands, different marketing for different brands, and diversification of brands to cover larger consumer group. Also, two shortages were brought after that, which are target market segmentation needs to be improved and group brands need to be re-positioned. With the view of present situation and trend of China market, appropriate improvement plan was suggested in this paper from four aspects. In the end, it gives the conclusion of illumination for the local enterprises with brand management field.