Targeting Strategy

LOreal adopted a different targeting strategy for each of the four categories of its
products.
- the mass-market products from the brands LOreal Paris, Garnier and Maybelline are
part of the undifferentiated market strategy, being distributed from hypermarkets to
convenience shops in the neighborhoods, from the biggest cities to smallest villages.
- the dermatocosmetic products from the brands Vichy, La Roche Posay and
Roger&Gallet are distributed exclusive in farmacies are designed especially for the
women who want to cure their wrinkles and skin problems
-the professional products from the brands LOreal Professionel, Kerastase and Matrix
that are distributed only in hairdressing salons
- the Luxe products from the brands Lancome,Armani, Yves Saint Laurent and Cacharel,
that are distributed only in perfumeries
? Segmentation - nu stiu daca intra tot la targeting sau nu
The company divides between three categories of customers : the middle class consumers
from both urban and rural environment that use cosmetic and hygienical products every
day, the professionals( make-up artists, hair-stylists) and the high-income sophisticated
clients (luxurious products).
Positioning
LOreal positions itself as having a medium price but a very good quality, hidden behind
the well-known slogan Because youre worth it, which means the customer will not
regret for spending a large amount of money because it will receive a qualitative , easy to
use, product.
Price
LOreal adopted different price policies for each of the purposes set.
-The policy of the special offers- for the products that are no longer produced and for
whom its desirable to be destocked.
-The temporary sales-for the products that are not reduced. For example they reduce the
price at the night cream to encourage the sale of the day one.
-The prices can vary form one distributor to another- accoding to the quantity demanded ,
but the difference is allowed to be only maximum 10%. Through this policy they
stimulate the rise of the number and quantity of the demands.
-The promoting campaigns through which they want to highlight a range of products can
lead to cuts in the price by 25%.
The price strategies adopted by LOreal vary very much.
-For the mass-market products they adopt a penetration strategy, the prices being
accessible and similar to the competitors ones. The persons that use this kind of products
are inelastic regarding to price because they are attracted by a good value for money.
-In the case of perfumes and the professional haircare products, the strategy is the to

maintain the high price that reflects the idea of a luxurious high qualitative product.
-the new launched products follow the strategy of their categories they will fit in