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| Topic: |
Business
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| Number of pages / Number of words: |
3 / 817 |
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Surveys (exhibit 11) revealed that most consumers were aware of the products (78%) but only one third had tried them. A major concern is the customer retention rate ? of the customers who tried Plenitute, only 7% were loyal to the brand. The positioning of Plenitude in the US meant it competed against Clinique and Estee Lauder, also targeting the same customer segments...
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However, Estee Lauder appealed to upper class and Clinique appealed to customers wanting to spend money on themselves. The value proposition of Plenitude was not directed aimed at either group and therfore became diluted, which impacted negatively on brand loyalty. L?Oreal hadn?t inteded to compete with these more expensive products ? the same strategy as in France - but cheaper products like Oil of Olay and Ponds...
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General points of the essay
L'Oreal Bringing Class to Masses
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