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International Marketing Study Program 2001
L'Oreal, Paris
18 January 2001
Early in the morning at 8am, we were picked up by the L'Oreal company bus and escorted to the production plant at Clichy. At the factory site we were warmly greeted by Marie and Nicole with a lovely morning coffee/tea, followed by a brief presentation on L'Oreal's manufacturing units and brand portfolio. They took us on a factory tour where we saw the production line and the division of manufacturing of hair colour - Faria, cleansing milk, sun-tan lotion and hair products.
After the grand factory tour we headed off to the L'Oreal Paris head office. Mr Jean Jacques Petit, International Marketing Service Director, introduced us to the L'Oreal brand family, which comprises ten major brands. We were presented with a synopsis of the financial analysis and performance of the world's leading cosmetic manufacturer, L'Oreal.
This was followed by a case study by Elizabeth Angles D'auriac, Zone Marketing Manager, on the launch of Garnier Nutirisse in India, introducing us to a six step model for the launch, placing emphasis on the thorough use of market research and analysis before any successful product launch.
Jennifer Sallis, from the Human Resource Department, briefed us on the L'Oreal graduate recruitment and internship programs. Mr Werner Engels, Commercial Policy Manager for Africa/Asia-Pacific invited the group for a grand lunch in the L'Oreal Club restaurant, which gave us an excellent opportunity to informally ask questions to the presenters in order to get a better understanding of L'Oreal's operations. Mr Alain Everard, Zone Director Africa Orient, also joined us for lunch.
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