Market Entry Strategies Case Study

Indian Hair Color Industry: L’Oréal’s Foray

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Abstract:
L'Oreal, the world's largest cosmetics company entered the booming Indian hair color market in 1997. Since then, it has been meeting demands of its Indian consumers, competed from local and international companies and expanded from cities to the two and three-tier towns of India. This case provides detailed background information on the Indian Hair color industry and the competitive scenario. It describes L'Oreal's entry and marketing strategies, the hurdles it has to overcome in India. The case offers scope for discussion on L'Oreal's competitive position in hair color industry. It also provides information for discussion on the problems it faces due to the business environment in India and future plans for L'Oreal India. The case also provides scope for discussion of marketing efforts by other competitors.

Pedagogical Objectives:

• To discuss the competitive positioning of L'Oreal
• To understand the structure of Indian hair color industry
• To discuss the competitive scenario and L'Oreal’s marketing strategies.

Keywords : Global Hair care Industry, L'Oreal, India, Indian Cosmetic market, Understanding Indian consumer, Business history, Competitors, Strategy formulation, Branding strategy, Brand extension, Marketing Strategies Case Study, Positioning strategy and Pricing strategy

Contents : 
About L’Oréal
Indian Scenario
The Hair color market
Brand Promotions
Competitive Landscape
The Road Ahead
Cosmetic Sales by L’Oréal
The Comparison for Top TV advertisers for Hair Color Brands