scholarly journals Vertical Brand Extension Strategy of L'Oreal Group

2021 ◽  
Vol 27 (4) ◽  
pp. 1042-1052
Author(s):  
Na-Rae Kim ◽  
Mee-Sook Chang
Keyword(s):  
Brand Management ◽  
Market Access ◽  
Target Market ◽  
Expansion Strategy ◽  
Success Stories ◽  
Sales Company ◽  
Online Business ◽  
The Subject ◽  
Expansion Effect ◽  
Expansion Strategies

To compete in the current cosmetics market, strategic changes are needed according to the target market. Therefore, in this study, L'Oreal Group, the No. 1 global sales company, was selected as the subject of the study to study vertical brand expansion strategies used within the cosmetics industry. The purpose of the study is to analyze the vertical brand expansion strategy of L'Oreal Group and examine its effectiveness. The method of research is qualitative research that considers degree papers, journals, related books, and accounting materials from 1995 to 2020 by the L'Oreal Group. The results of the study are as follows. First, after examining L'Oreal Group's vertical brand expansion strategy, it was found that it used strategies such as ‘Mergers and Acquisitions of Various Brands’, ‘Brand Management by Business Department’, and ‘Localization’. Second, looking at the vertical brand expansion effect of L'Oreal Group, it was found that it gained the effect of ‘Increasing Sales’, ‘Strengthening Brands’, and ‘Ease Market Access’. Therefore, it can be concluded that the effect of a differentiated vertical brand expansion strategy played a role in L'Oreal Group's growth into the world's No. 1 cosmetics company. This suggests that utilization based on success stories is important, not indiscriminate application of vertical brand expansion strategies. We hope that further research will be conducted on the vertical brand expansion and online business trends of cosmetics companies in the future.

scholarly journals Vertical Brand Extension Strategy of L'Oreal Group

2021 ◽  
Vol 27 (4) ◽  
pp. 1042-1052
Author(s):  
Na-Rae Kim ◽  
Mee-Sook Chang
Keyword(s):  
Brand Management ◽  
Market Access ◽  
Target Market ◽  
Expansion Strategy ◽  
Success Stories ◽  
Sales Company ◽  
Online Business ◽  
The Subject ◽  
Expansion Effect ◽  
Expansion Strategies

To compete in the current cosmetics market, strategic changes are needed according to the target market. Therefore, in this study, L'Oreal Group, the No. 1 global sales company, was selected as the subject of the study to study vertical brand expansion strategies used within the cosmetics industry. The purpose of the study is to analyze the vertical brand expansion strategy of L'Oreal Group and examine its effectiveness. The method of research is qualitative research that considers degree papers, journals, related books, and accounting materials from 1995 to 2020 by the L'Oreal Group. The results of the study are as follows. First, after examining L'Oreal Group's vertical brand expansion strategy, it was found that it used strategies such as ‘Mergers and Acquisitions of Various Brands’, ‘Brand Management by Business Department’, and ‘Localization’. Second, looking at the vertical brand expansion effect of L'Oreal Group, it was found that it gained the effect of ‘Increasing Sales’, ‘Strengthening Brands’, and ‘Ease Market Access’. Therefore, it can be concluded that the effect of a differentiated vertical brand expansion strategy played a role in L'Oreal Group's growth into the world's No. 1 cosmetics company. This suggests that utilization based on success stories is important, not indiscriminate application of vertical brand expansion strategies. We hope that further research will be conducted on the vertical brand expansion and online business trends of cosmetics companies in the future.

Internationalisation Strategies of Latvia Entrepreneurs

2015 ◽  
pp. 439-453
Author(s):  
Arnis Sauka ◽  
Laima Auza
Keyword(s):  
Case Studies ◽  
International Market ◽  
Target Market ◽  
Born Globals ◽  
International Expansion ◽  
Entry Modes ◽  
Policy Makers ◽  
Expansion Strategy ◽  
Internationalisation Strategies ◽  
Develop Strategy

By exploring the entrepreneurial patterns of ‘born globals', this chapter aims to explore the international market entry modes as well as develop recommendations for an international expansion strategy for companies attempting to enter global markets. Empirically chapter draws on the four case studies of born globals that originates from Latvia. The companies are: Stenders- manufacturer of natural bath and cosmetics; Munio Candela- handcrafted candle manufacturer; Primekss - industrial flooring manufacturer; and manufacturer of premium jeans wear Trousers London. We explore the international pathways of these companies focusing on general characteristics of these firms, target market and foreign entry modes selection. Finding of this study might be relevant both to companies that are on their way to develop strategy for international expansion as well as policy makers in order to make informed decision on investments to support international orientation of local SMEs.

scholarly journals Brand Management of Catholic Church in Poland

Religions ◽  
2020 ◽  
Vol 11 (11) ◽  
pp. 607
Author(s):  
Grzegorz Ignatowski ◽  
Łukasz Sułkowski ◽  
Robert Seliga
Keyword(s):  
Catholic Church ◽  
Brand Management ◽  
Marketing Ethics ◽  
Generational Change ◽  
Management Processes ◽  
Controversial Topic ◽  
The Subject ◽  
Controversial Area ◽  
Theoretical Considerations ◽  
The Catholic Church

Building the brand of the Catholic Church is an area that is little explored in the literature on the subject. This issue turns out to be a very controversial area due to the nature of the activities and the sphere in which these activities are to be performed (marketing, ethics, religion, and faith). The article presents the results of qualitative research conducted among clergymen in Poland and is additionally based on the analysis of the literature on the subject. The theoretical considerations and research results presented in the article help to develop an understanding of the activities of the Catholic Church in Poland, aimed at strengthening the value of its brand. It should be noted that the generational change taking place in Poland forces the clergy to change their narrative and way of conducting dialogue. The previous generations, based on the faith and ethos of John Paul II, also expect modern forms of communication more and more often, which leads to building the brand value of the Catholic Church in Poland. The article discusses the specificity of the interdependence of the Church and marketing, identifies the issues of building the brand of the Catholic Church and the use of modern marketing tools in this process, and presents the results of its own research, which leads to the drawing of final conclusions verifying the research questions posed in the research methodology. This article may initiate an extended discussion on the controversial topic of the implementation of commercial marketing tools into management processes in the Catholic Church.

Private label outsourcing at MegaTex – necessity, accessory or a parasite?

2016 ◽  
Vol 6 (3) ◽  
pp. 1-20
Author(s):  
Sushil S. Chaurasia ◽  
Rani Poojitha Devi Kolati
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Management ◽  
Subject Area ◽  
Private Label ◽  
Strategic Choices ◽  
Content Type ◽  
Executive Mba ◽  
The Subject ◽  
E Mail

Subject area The subject area is marketing strategy. Study level/applicability The case is well suited for MBA and executive MBA class on retailing management, strategic management, marketing strategy and brand management. Case overview Retailers see private label as a strategic weapon against brand manufacturer to increase store profitability, but looking at the private label from brand manufacturer’s perspective, determinants and strategic choices are even more complex than that of a retailer. The case is about MegaTex Ltd.’s strategic call for private label production opportunity by Maximus Fashion and Retail Limited. The case discusses the dilemma of MegaTex for manufacturing private label in spite of having their own brand in competition. The case compels to drive strategic questions such as in what circumstances brand manufacturers should concentrate on manufacturing their own brand or should they concentrate on both private label and their brand? Or, as an alternative, should they purely dedicate themselves in manufacturing private label and stop manufacturing their own brand? Expected learning outcomes Participants will be able to understand the concept and economics of private label. Participants will be able to understand the determinants and strategic choices for private label from retailer’s and manufacturer’s perspective. Participants will be able to understand the rationale for which brand manufacturer opts for manufacturing private label in spite of having its own brand in competition. Participants will be able to identify the situations under which a brand manufacturer should concentrate on manufacturing his/her own brand or both private label and his/her brand. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes. Subject code CSS 11: Strategy.

scholarly journals Investigating the Contributors to Brand Loyalty with a Mediating Role of Satisfaction: Evidence from Pakistan

2021 ◽  
Vol 3 (2) ◽  
pp. 70-86
Author(s):  
Tooba Irfan ◽  
Misha Siddiqui
Keyword(s):  
Brand Loyalty ◽  
Applied Research ◽  
Brand Management ◽  
Descriptive Analysis ◽  
Sales Promotion ◽  
Mediation Effect ◽  
Mediating Role ◽  
The Subject ◽  
Buying Behaviour

This study aims to test the empirical impact of the image of the brand, customer satisfaction and product & service quality on brand loyalty in territories of Pakistan. This study is applied research-based however there are many previous research studies related to the topic, but this research is different and unique as the data in this research is taken from the developing economy of Pakistan where there is a sharp dearth of these types of research investigations. The data was collected through secondary authentic sources. Moreover, the sample size of the study is 300. The data was analyzed through statistical softwares such as SPSS, AMOS and SMART PLS. The results indicate that there is a relationship linking brand awareness and brand loyalty with buying behaviour of the customer along with the mediation effect of sales promotion. The research is supported by descriptive analysis. This study is pervasive in nature as it enhances knowledge on the subject to help organizations, brand management and other related institutions.

A Comparative Study of Factors Influencing Brand Preferences of Grocery product – Consumer Perspective

2019 ◽  
Vol 118 (8) ◽  
pp. 126-131
Author(s):  
Dr.R. Nalini ◽  
Dr.R. Amudha ◽  
Dr.R. Alamelu ◽  
Dr.G.R. Gayathri ◽  
Dr.L. Meena
Keyword(s):  
Brand Management ◽  
Consumer Preferences ◽  
Opportunity To Learn ◽  
Simple Random Sampling ◽  
Primary Data ◽  
Target Market ◽  
Managerial Skills ◽  
Factors Influencing ◽  
Study Results ◽  
Consumer Perspective

India stands out as the fifth biggest retail industry in the globe. Grocery is the largest retail segments worldwide and it would be of academic as well as business interest to understand the buyer’s preference in the context of branded and unbranded grocery retail scenario. Brand management is essential for developing a best relationship with the target market.  This study aim is to identify the factors influencing the consumer preferences towards local groceries and branded grocery retailing. The primary data was collected from over 300 respondents by using questionnaire based on simple random sampling method. The Primary data was collected and analyzed by using one way ANOVA and regression with the help of SPSS package. For the analysis of data, the factors considered were quality, price and satisfaction level of customer in products, service and other particular factors. The demographic profile of the consumer also influences the purchase, consumption, frequency of purchase and the like. The study results demonstrate the importance of price of the product, quantity differences, packaging, availability, convenience to the location and freshness. These consumers oriented marketing strategies need special managerial skills to draw the attention of all age group of consumers. The findings of the research shall be stated that the income, family size of the consumer and quality of the product influences the consumer’s purchasing behavior. Thus the study gives the opportunity to learn and make brief research about the grocery products in depth.

Barriers to the process of the internationalisation of micro, small and medium-sized enterprises

2021 ◽  
Vol 66 (9) ◽  
pp. 17-31
Author(s):  
Agnieszka Majka ◽  
Katarzyna Puchalska
Keyword(s):  
Foreign Capital ◽  
Negative Impact ◽  
External Environment ◽  
Target Market ◽  
Comparison Analysis ◽  
Foreign Markets ◽  
Scientific Publications ◽  
Industry Sector ◽  
The Subject ◽  
Internal Barriers

Enterprises entering foreign markets are confronted with many barriers of a different nature, depending on the industry sector, offered products, the target market and other factors. The level of difficulty in overcoming a given barrier may also vary. The aim of the study was to identify and discuss the internal and external barriers experienced by micro, small and medium-sized enterprises (SME) in Podkarpackie Voivodship in their process of internationalisation and to assess the perceived level of the related difficulties. The article provides a synthetic review of domestic and foreign scientific publications on the subject. The Kruskal- Wallis test was used and a multiple comparison analysis was performed to evaluate the significance of the differences in the perceived level of difficulties relating to the occurrence of barriers. The authors’ research of 194 SMEs with foreign capital, carried out in Podkarpackie Voivodship in the second half of 2019, demonstrated that among the most serious barriers to internationalisation are limitations and difficulties arising from the external environment which the enterprises operate in. SMEs also recognised some internal barriers, although their negative impact on the process of internationalisation seemed to be of less importance than that resulting from external constraints.

Modelling offline expansion strategies of online companies

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heng Xu ◽  
Xuliang Wu ◽  
Yatian Liu
Keyword(s):  
Social Welfare ◽  
Competition Policy ◽  
Price Competition ◽  
Consumer Surplus ◽  
Optimal Decision ◽  
Content Type ◽  
Expansion Strategy ◽  
Online Retailers ◽  
Fixed Proportion ◽  
Expansion Strategies

Purpose This paper aims to theoretically investigate an online company’s optimal decision on its offline expansion strategy. In the past five years, many large online retailers and internet-based companies such as Amazon, Google, Alibaba, Tencent and JD.com have expanded their offline market but it was observed that they adopted different expansion strategies. Specifically, some of them expand the offline market by acquiring offline retailers, while some do so by purchasing a portion of offline retailer’s stake. This difference leads to a quite different structure in post-expansion market, having an impact on profit, consumer surplus and social welfare. The goal of this paper is to model such expansion strategies in a general way and complete studies on profits and welfare. Design/methodology/approach By constructing a Salop model with two offline retailers and one online company, this paper analyzes the case where the online company can expand its offline market by either acquiring or jointing (e.g. stakeholding) with one offline retailer. The former strategy (named Strategy A) allows the online company to fully control and capture residual claims of the offline retailer. With the adoption of the latter strategy (named Strategy C), on the other hand, the online company can obtain a fixed proportion of its offline partner’s quasi rent. In the price competition, the online company chooses its optimal offline expansion strategy by predicting its profit in the post-expansion market. Findings This paper found that the equilibrium crucially depends on the synergy effect due to online–offline integration, and such synergy also influences both consumer and social welfare. This study shows the various conditions on the synergy that affect an online company moves toward offline markets. Accordingly, this finding can assist online companies with or without retailing business to choose an optimal strategy when expanding offline markets. Moreover, by doing some necessary welfare analysis, this study shows that the online company’s offline expansion is not always benefiting consumers nor be socially desirable, which may shed some lights on the possible competition policy in the case where online companies practice in offline expansion. Originality/value Different from conventional wisdom in online-offline integration, the theory indicates that the offline expectation of online company may not always benefit consumers nor be socially desirable. Moreover, the findings also shed some lights on the possible competition policy in the case where online companies practice in offline expansion.

Video Streaming in Southeast Asia: Blockbuster at the Edge

2003 ◽  
Vol 07 (02) ◽  
pp. 195-218
Author(s):  
Peter Raven ◽  
C. Patrick Fleenor ◽  
Kristie Kucur
Keyword(s):  
Video Streaming ◽  
Video Game ◽  
Asia Pacific ◽  
South East Asia ◽  
International Expansion ◽  
Asia Pacific Region ◽  
Expansion Strategy ◽  
Retail Outlets ◽  
The Subject ◽  
The Ideal

Blockbuster was a world leader in video rentals and sales, DVDs and video game retail outlets. Their international expansion strategy called for developing the video streaming market. Determining the ideal location for their first initiative is the subject of this case. A decision must be made between Korea, Singapore, and Taiwan. The choice was not obvious, as all three had both positive and some less attractive features. Broadband was a requirement for video streaming and is already in use in the region, at least to some extent. However, several marketing issues arose. Realizing that success in the initial market would have a strong influence on the likelihood of success in South-East Asia and perhaps in the larger Asia-Pacific region, the decision as to which country to select and how to approach the market with video streaming was critical.

International strategies of emerging market firms

2010 ◽  
Vol 44 (9/10) ◽  
pp. 1410-1436 ◽  
Author(s):  
İrem Eren Erdoğmuş ◽  
Muzaffer Bodur ◽  
Cengiz Yilmaz
Keyword(s):  
Brand Management ◽  
Emerging Market ◽  
International Markets ◽  
Target Market ◽  
Firm Characteristics ◽  
Brand Performance ◽  
Content Type ◽  
Business Units ◽  
Strategic Resources ◽  
Emerging Market Firms

PurposeThis study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of standardization on brand performance in international markets are also to be explored.Design/methodology/approachThe study develops a model based on the extant literature and tests its relevance through a survey of eligible managers in charge of international brand operations of 94 strategic business units in Turkey.FindingsThe empirical findings indicate that several factors exist as significant drivers of standardization decisions at various levels of brand management. Interestingly, even though firm characteristics and strategic resources were found to be the most critical drivers of brand performance, standardization versus adaptation approaches did not have any significant impact on strategic brand performance.Originality/valueThe study takes a standardization perspective to strategic brand management in international markets and tests it from the perspective of emerging markets.

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