Global Alliance in Management Education



CEMS Business Project Proposal Spring 2015Norwegian School of Economics1. Main contact in company/organisation (incl. e-mail, phone, etc.)Catherine Drechsler, catherine.drechsler@, 952?043 472. General information about your company/organizationL’Oréal has devoted itself to beauty for over 105 years. With its unique portfolio of 28 international, diverse and complementary brands, the Group generated sales amounting to 23 billion euros in 2013 and employs 77,500 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, travel retail and branded retail.Research and innovation, and a dedicated research team of 4,000 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world and attract one billion new consumers in the years to come. L’Oréal Norway’s turnover in 2013 was just over NOK 1 billion, with 170 employees.3. Business Project3.1 TitleHow to launch a new the make up brand NYX in the mass market? Analyze the Norwegian makeup market and consumers. Evaluate how L’Oréal Norway can incorporate the new makeup brand NYX into the portfolio and define a launch strategy for the makeup brand. 3.2 Background information of the projectThe total Norwegian cosmetics market (excluding fragrances, deodorants, razors, health and male products) is estimated to 5,3 billion NOK in 2014 - of this, makeup represents roughly 30%. The makeup market in Norway is fragmented with many brands and distribution channels. The market has long been split into either selective (Lanc?me, YSL, Chanel, Dior) or semi-selective (L’Oréal Paris, Maybelline, Max Factor) brands. However, with the rise of online makeup tutorials, and greater focus on appearances from bloggers, professional makeup brands like NARS, Smashbox, MAC, Benefit etc. are becoming increasingly popular. Thus, in June 2014, L’Oréal International acquired the professional makeup brand NYX. NYX will be a part of the CPD (Consumer Products Division) division in L’Oréal, where L’Oréal Paris (LP), Maybelline (MAY) and Essie are part of this divisions’ current makeup portfolio. NYX’s current strategy is highly focused on online communication and distribution, very different from the brands in today’s CPD portfolio, which makes this an interesting business case for the NHH students to analyze.3.3 Topic/Subject/Aim (What do the company/organisation expect)The overall aim of the case is to create a launch strategy for NYX in Norway. This launch strategy should be based on the students’ analysis of the Norwegian makeup market and consumers. It is important to take into consideration that NYX is a brand that is very different from the other brands in the CPD divisions’ makeup portfolio. Thus, L’Oréal expect that the students understand NYX’ background, consumers and brand values, and make a launch strategy that creates added value for the CPD division, and which does not cannibalize on the current makeup portfolio.Task of the CEMS team3.4.1: Analyze the Norwegian makeup market and consumers.3.4.2: Create a launch strategy for the NYX brand in Norway, and define: What channels should NYX be distributed in?What price positioning should the brand take? Also explain how NYX will be positioned in comparison to CPD’s other makeup brands and why?How should the brand be marketed and presented to the consumers?4. Requested profile of the team members4.1 Requested major field of studies___X_ Marketing _____ Accounting___X_ Strategy __X___ Statistics______ Logistics ______Corp. finance______ Supply Chain Management _____ Others (specify)4.2 Requested language skills_____German _______Spanish __X_____English _______French _____other:4.3 Other special requirements (specify) – only if available ................
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