Are there any market specifics that may suggest a different strategy for each of the markets?
A number of market specifics were identified in the case study, including consumer preferences for the types of shampoo and conditioners that were offered and whether they provided the desired outcome (German consumers wanted products that made their thin hair appear fuller, for instance). Similarly, the widely held perception of the company's products as being associated with feminine cosmetics in France, for example, largely limited its premium brands to older women. Likewise, Franch and Quintana emphasize that consumers in different European countries have different hair-washing practices, and while French consumes were washing their hair more frequently than in the past, they still languished far behind their counterparts in other countries such as Germany where consumers washed their hair twice as often -- and therefore consumed twice as much shampoo.
The concentration of new product offerings in different countries was also cited by Franch and Quintana as being salient in formulating different strategies for each country market. In addition, and perhaps most importantly of all, were the cross-cultural differences in preferences for various types of shampoos among the targeted markets, and how these preferences have changed in each country in recent years in ways that demand a responsive country-specific marketing strategy.
What recommendations do you have for L'Oreal's marketing strategy in Europe in general and specific country markets discussed in the case? Why?
Based on the company's experiences in the European market described in the case study, two main recommendations...
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