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International Marketing Study Program 2002
L'Oreal, Paris
18 January 2002
After a fantastic weekend in Paris, the group headed to L'Oreal for the day. Initially we were shown an informative video on L'Oreal, its global reach and brand composition, which was followed by a tour of L'Oreal's Paris manufacturing plant where all active cosmetics, consumer products and professional hair care products are produced, packaged and distributed. The building was designed by a leading French architect and is set amid lovely gardens - visible from all locations throughout the plant. It most appropriately reflects the position and quality of the L'Oreal brand. The company's commitment to the environment and sustainable development was also evident throughout the tour.
Following morning tea, the group was transferred via coach to L'Oreal Headquarters where senior marketing staff detailed L'Oreal's past and present marketing strategies. To begin with Jean Jaques Petit gave the group insight into L'Oreal's financial performance, business practices, recent acquisitions (Carson, Matrix, Kiehl), and discussed the significance of various geographic regions to the company's overall business performance.
Secondly, one of L'Oreal's senior Brand Managers took the group through a recent case study of their marketing strategy for introducing a new hair colour product into a new and emerging market (India). Elizabeth's presentation gave the group greater insight into the process and procedures of new product development, market research, consumer feedback mechanisms, marketing strategy and outcome measurement. The talk illustrated the entire marketing process within the context of a new product and less familiar market place.
Eric Kauffmann (Manager - HR Europe) then explained to the group the graduate recruitment process and career advancement opportunities at L'Oreal, and described in detail how to apply for a graduate position. Alain Everard - Zone Director, Africa/Orient, then joined the group for question time, having just arrived back in Paris with Elizabeth that morning. This informal part of the visit continued into a delightful lunch with the L'Oreal staff, where we had the opportunity to further discuss marketing issues.
This visit was definitely one of the highlights of the tour, providing the group with details of L'Oreal's international marketing strategy and brand positioning.
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