L'Oreal of Paris: Bringing "Class to Mass" with Plenitude case study looks into the factors affecting the failure of the introduction of the Plenitude brand in the US market. This mass market brand has been available for 8 years now in the US but still it does not bring in profits to the company.
Robert J. Dolan
Harvard Business Review (598056-PDF-ENG)
August 08, 2002
Case questions answered:
- What are the various skin-care products in L’Oreal of Paris Plenitude’s product line? Explain the type of decision-making consumers are likely to follow for the purchase decision of each.
- Study the perceptual maps in Exhibits 9 and 10 carefully and answer the following questions:
a. Provide a comparative assessment of the consumer’s perception of brands Olay, Ponds, and Plenitude on product features, pricing, and availability.
b. Describe the consumer’s perception of the brand personality of brands Olay, Ponds, and Plenitude. - Based on your understanding of all three market research data, what is L’oreal Plenitude’s problem? What course of action and changes in marketing strategy do you as a group suggest? Provide supporting reasons why L’Oreal would support your suggested course of action.
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L'Oreal of Paris: Bringing "Class to Mass" with Plenitude Case Answers
1. What are the various skin-care products in L’Oreal of Paris Plenitude’s product line? Explain the type of decision-making consumers are likely to follow for the purchase decision of each.
The skincare market of L’Oreal of Paris Plenitude has two different product lines:
- Moisturizers
- Cleansers
When Plenitude was launched in the United States, 14 SKUs were introduced, covering:
- Basic moisturizers
- Treatment moisturizers
- Cleansers
The type of decision-making consumers are likely to follow for the purchase decision of each are as follows:
For moisturizers, it will be impulse buying as Loreal as a brand is widely popular, and people trust the brand. Impulse buying is a dominantly effective type of decision-making. It is based on more emotional factors, like boosting self-esteem by looking good.
For cleansers, it will be dominantly cognitive decision-making as the consumers are very particular about their skin type and want to be very careful with the purchase. Also, Plenitude has a lot of high-technology superior products, so it takes time for the consumers to understand its features and then arrive at a purchase decision.
2. Study the perceptual maps in Exhibits 9 and 10 carefully and answer the following questions:
a. Provide a comparative assessment of the consumer’s perception of brands Olay, Ponds, and Plenitude on product features, pricing, and availability.
b. Describe the consumer’s perception of the brand personality of brands Olay, Ponds, and Plenitude.
Consumers perceived these products based on brand personality as follows…
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