Author(s)

Hongyan Li, Siyi Xu, Chenxin Lou, Li Shen, Mengli Zhu^*

Affiliation(s)

School of International Business, Zhejiang Yuexiu University, Shaoxing, 312000, Zhejiang Province, China.

Corresponding Author

Mengli Zhu

ABSTRACT

In China's FMCG market, the highly competitive cosmetics industry is one of the hottest areas. As a leading enterprise in the cosmetics industry, L'Oreal Group has a number of well-known brands involved in skincare, hairdressing, perfumery and other fields, such as HR, Kérastase, Giorgio Armani, etc. L'Oreal Group has been in China for more than 20 years, and it has encountered many challenges, but there are also many marketing success stories. In this paper, the macro environment is analyzed by the PEST model. Through the analysis and research of the classic 4P theoretical framework of marketing, it can be found that L'Oreal Group's marketing strategy in the Chinese market is mainly manifested in terms of products, prices, channels and promotions, and puts forward optimization suggestions for L'Oreal's marketing strategy in China: improve e-commerce channels, strengthen the publicity of its local brands, and focus on the showroom phenomenon.

KEYWORDS

4P Marketing Theory; PEST Model

CITE THIS PAPER

Hongyan Li, Siyi Xu, Chenxin Lou, Li Shen, Mengli Zhu. Analysis of the L'OREAL group's marketing strate. World Journal of Information and Knowledge Management. 2023, 1(1): 41-50. DOI: 10.61784/wjikm231112.

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