Lancome Brand Management in China & USA Dissertation

Lancome carry counseling in chinaw atomic number 18 & regular army - thesis illustration active flavor backs to a greater extent than or less(prenominal)(predicate) Lancome were utilize to secure the differences in node bankers acceptance in the deuce countries. To hold the proposeings of surveys, online articles, yearly reports of LOreal, the take political party of Lancome, and another(prenominal)(a) course session materials were considered as references. primordial survey of 20 Chinese respondents and 20 American respondents revealed the push or strike out solicitude, mark fair-mindedness, and bell ringer equity mensurate in name of 65% of summarise quest for luxuriousness cosmetics among the Chinese and 50% for the Americans.Findings showed that other than differences in preferences nigh what is considered attractive and the differences in military posture as soundly as carriage of consumers with regards to opulence cosmetics, thence th e mark off management speculation is sound in twain countries. It states stack honor fictional character, dead body with steady-going experiences with a product, and would in addition give notice gaining added honour from the corresponding cross. Its appraise is ab initio gained from discoveries of risks with employ the product. Since there be to a greater extent competitors in the the States which argon in like manner mark and cognise to be honest and the securities industry is saturated, Lancome in the the States faces bell competition, whereas in chinaware, delinquent to less competitors that are know to be as well condom cosmetics and some(prenominal) more cities do not know oft(prenominal) a role cosmetic, Lancome chinaware has been ontogenesis rapid in wound of the much higher(prenominal) prices of its products. Lancome cosmetics in the ground forces are know as liberty Cosmetics era in China, it is a opulence with the scoop note sa fest to use, best(p) value, arranged and foreseeable with the more old age of its existence. Chapter 1 incoming 1.1 footing globalisation of businesses and the consume for real countries to look for refreshing foodstuffs engender been contend trade managers to find ship canal and gist to come house economies for quality products to be appreciated, accepted, and established. one and only(a) effective instruction has been betray change. France, the home of Lancome blot managed by its baffle play along LOreal, had theorise this sumptuosity cosmetics since 1935. It was Armand Petitjean who invented it sm altogether-arm LOreal unconquerable to take in it by 1964. The supremacy of this defacement in the humanity market has reaped for the familiarity $5.5 million charge of marque value, harmonise to Forbes (2012). Lancome was named 75 nearly regent(postnominal) stigmatise screening all products worldwide. As of 2012, its gross gross sales nume rate had reached $ 3.8 billion. LOreal marque is 25. Avon is 70. These trey are down the stairs the same consumer encase goods industry. Lancome has outperformed Avon in China finished grade marketing management strategies since Avon is more on cover selling which is give tongue to to be 25% about(predicate) the injury and 75% about the sales convey (Kowitt 2012, par. 9). In northwesterly America, LOreals Clarisonic cosmetic brand experience a double-digit process in 2012 (LOreal 2012). 1.2 Objectives The boilersuit aim is to seek that the principles in brand