L'Oréal (A) & (B)

This is a multimedia version of the L'Oreal case series (501-011-1 and 501-012-1). The case study discusses how L'Oreal decided to become a leader in the European shampoo market, a market that only a few years earlier had not been a company priority because competition was very much based on price and margins were too narrow. Elseve was L'Oreal's shampoo brand leader in the French market and the challenge for the company was to make it a leader throughout Europe. The immediate issue of the case is to discuss the definition of strategic priorities in the international marketing of Elseve, one of the L'Oreal brands, while providing a global view of the European market. A video 'L'Oreal: A True Partnership' (501-011-3) is available to accompany the case.