This dissertation deals with organizational theories, especially the theory of corporate culture and intercultural management. It is focused on L'ORÉAL group.

Nowadays, firms are becoming more and more global. However, are consumers becoming global too? Therefore, the challenge for the firms consists in determining if they should adapt their products or if they should consider the consumers as being global, and keep their product standardized. The purpose of this paper is to investigate adaptation strategy in South Korea, Japan and People’s Republic of China (PRC) for make-up products and its promotion considering the influence of culture on the consumer behaviour. This is studied referring to the European market. L’Oréal Paris is used as an example to illustrate the study. This study is a case study about L’Oréal Paris. To conduct it, we chose to use qualitative interviews and document analysis. Different kinds of interviews have been done in order to know more about the company adaptation strategy, the culture and the consumer behaviour in Asia. Written sources as external documents from L’Oréal Paris, websites, press articles, scientific articles and literature have been used to complete the primary data. Culture is a system of meanings shared by members of a group. It is an important part of marketing because it influences the consumers’ wants and needs and because it impacts on the interpretations of products’ communication. This demonstrates that the culture impacts consumer behaviour. The study of the consumer behaviour conducts companies to adapt their products features, their packaging, their symbolic attributes, their service attributes and their promotion. The empirical data comes from various sources. We interviewed three managers from L’Oréal Paris and as well girls from the following nationalities: three Japanese girls, one Chinese girl and two Korean girls. We also interviewed a specialist of cosmetics. All these interviews were conducted in order to answer our objectives. The interviews with the Asian girls and with the specialist of cosmetics were conducted in order to collect data on the culture and on the consumer behaviour. The interviews with the managers of L’Oréal Paris were conducted in order to collect data on their adaptation and standardization strategies on the studied markets. Cultural aspects impact directly or indirectly on the consumer behaviour. The culture diversity creates the consumer behaviour diversity as it can be noticed in South Korea, Japan and PRC where the culture and the behaviours are very different than in Europe. L’Oréal Paris is trying to know more about these consumer behaviour differences in order to answer the consumers’ demands and to adapt its products and promotion strategy. L’Oréal Paris is adapting some elements of its product range and its promotion. The three countries studied are very different culturally speaking. However, the adaptations on products and promotion made by L’Oréal Paris do not take fully into account these cultural and consumer behaviour differences. Moreover, many promotion and products aspects are standardized. Thus, the L’Oréal Paris adaptation strategy in the Asian zone is a mix between standardization and adaptation. In its adaptation strategy, the firm considers some elements of the consumer behaviour therefore of the culture. To conclude, the cultural differences may influence the make-up products and promotion adaptation strategy.

<p>Nowadays, firms are becoming more and more global. However, are consumers becoming global too? Therefore, the challenge for the firms consists in determining if they should adapt their products or if they should consider the consumers as being global, and keep their product standardized.</p><p>The purpose of this paper is to investigate adaptation strategy in South Korea, Japan and People’s Republic of China (PRC) for make-up products and its promotion considering the influence of culture on the consumer behaviour. This is studied referring to the European market. L’Oréal Paris is used as an example to illustrate the study.</p><p>This study is a case study about L’Oréal Paris. To conduct it, we chose to use qualitative interviews and document analysis. Different kinds of interviews have been done in order to know more about the company adaptation strategy, the culture and the consumer behaviour in Asia. Written sources as external documents from L’Oréal Paris, websites, press articles, scientific articles and literature have been used to complete the primary data.</p><p>Culture is a system of meanings shared by members of a group. It is an important part of marketing because it influences the consumers’ wants and needs and because it impacts on the interpretations of products’ communication. This demonstrates that the culture impacts consumer behaviour. The study of the consumer behaviour conducts companies to adapt their products features, their packaging, their symbolic attributes, their service attributes and their promotion.</p><p>The empirical data comes from various sources. We interviewed three managers from L’Oréal Paris and as well girls from the following nationalities: three Japanese girls, one Chinese girl and two Korean girls. We also interviewed a specialist of cosmetics. All these interviews were conducted in order to answer our objectives. The interviews with the Asian girls and with the specialist of cosmetics were conducted in order to collect data on the culture and on the consumer behaviour. The interviews with the managers of L’Oréal Paris were conducted in order to collect data on their adaptation and standardization strategies on the studied markets.</p><p>Cultural aspects impact directly or indirectly on the consumer behaviour. The culture diversity creates the consumer behaviour diversity as it can be noticed in South Korea, Japan and PRC where the culture and the behaviours are very different than in Europe.</p><p>L’Oréal Paris is trying to know more about these consumer behaviour differences in order to answer the consumers’ demands and to adapt its products and promotion strategy.</p><p>L’Oréal Paris is adapting some elements of its product range and its promotion. The three countries studied are very different culturally speaking. However, the adaptations on products and promotion made by L’Oréal Paris do not take fully into account these cultural and consumer behaviour differences. Moreover, many promotion and products aspects are standardized. Thus, the L’Oréal Paris adaptation strategy in the Asian zone is a mix between standardization and adaptation. In its adaptation strategy, the firm considers some elements of the consumer behaviour therefore of the culture. To conclude, the cultural differences may influence the make-up products and promotion adaptation strategy.</p>

The intention of this thesis is to analyse the international marketing strategy of the L'Oréal corporation with focus on the professional products division and its portfolio of global brands. The work is divided into four chapters. The first chapter is devoted to the theoretical background of the international marketing with focus on the global marketing concept. The second chapter deals with international marketing mix. The third chapter deals with an analysis of the history and present time of the L'Oreal company. The fourth chapter is devoted to the analysis of the L'Oreal Professional Products Division international marketing strategy. It contains the introduction of the division and its general marketing strategy, the analysis of the professional hair care market and main competitors and it deals with description and analysis of the marketing mix of its predominant brands Matrix, Redken, L'Oréal Professionnel and Kérastase.

Diploma thesis is focused on the topic of loaylty programmes. First part deals with the history, trends and future of loyalty programmes in general. Second part is devoted to the loyalty programme of L'Oréal Paris, which was analyzed. Based on carried analysis, proper recommendation were suggested in order to improve the processes and effectivity of the loyalty programme.

Submitted by Joel de Lima Pereira Castro Junior (joelpcastro@uol.com.br) on 2016-07-25T19:11:02Z No. of bitstreams: 1 Carla Komora.pdf: 1236257 bytes, checksum: 7847f47ef0ddc8443b0c30f09c4c3d54 (MD5) / Approved for entry into archive by Biblioteca de Administração e Ciências Contábeis (bac@ndc.uff.br) on 2016-07-27T19:18:17Z (GMT) No. of bitstreams: 1 Carla Komora.pdf: 1236257 bytes, checksum: 7847f47ef0ddc8443b0c30f09c4c3d54 (MD5) / Made available in DSpace on 2016-07-27T19:18:17Z (GMT). No. of bitstreams: 1 Carla Komora.pdf: 1236257 bytes, checksum: 7847f47ef0ddc8443b0c30f09c4c3d54 (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Universidade Federal Fluminense / Este estudo de caso foi desenvolvido a partir da busca pela identificação do papel que a inovação e o empreendedorismo desempenham na formulação de estratégias em empresas competitivas, especialmente através do intraempreendedorismo, ou empreendedorismo corporativo. Um retrospecto investigando a percepção prática e teórica sobre a inovação e o empreendedorismo e, se são percebidos pelo mercado em geral como possíveis elementos estratégicos do negócio, desde o período pós-fordista até os dias de hoje, permitiu a construção de uma base para, a partir do isomorfismo institucional, traçar a importância e o seu respaldo conceitual. O objetivo foi apontar como a L’Oréal do Brasil, empresa escolhida para o estudo, estimula a inovação junto aos seus funcionários e se essa abordagem pode ser identificada com os conceitos do intraempreendedorismo, apresentados por esta pesquisa, para na sequência buscar indícios do impacto do intraempreendedorismo como diferencial ou vantagem competitiva, como parte da formulação de estratégias ou em seu desempenho no mercado. / This case study was developed from a search to identify the role that innovation and entrepreneurship perform in strategy formulation on competitive companies, specially through intrapreneurship or corporate entrepreneurship. A retrospect, investigating both practical and theoretical perceptions on innovation and entrepreneurship and if they are seen as possible strategic elements for the business, since after the Fordism period to the current contemporary administration, allowed this research to build a theoretical base, starting from institutional isomorphism, to trace its importance and conceptual relevance. The main objective was to point how L’Oréal do Brasil, company chosen for this study, stimulates innovation by their employees and if this approach can be identified with the intrapreneuring concepts that this research was based on, followed by the search of any evidences of the impact of intrapreneuring as a differential or competitive advantage, as part of the strategy formulation process or in its market performance.

The aim of this thesis is to lay down the value of the company L Oréal Česká Republika s.r.o. to the date first of January 2015, by using the discounted cash flow method. As follows, this thesis is divided into a theoretical and practical part. The theoretical part consists of theoretical basis and necessary tools, that are later used in the practical part. The practical part first focuses on the presentation of the company, strategical and financial analysis and subsequently, on composing a financial plan. The planning results in the final valuation of the company, using the discounted cash flow method.

Thesis (MBA (Business Management))--University of Stellenbosch, 2007. / ENGLISH ABSTRACT: The main question addressed in this research study is ‘How can L’Oréal improve upon their current brand image and subsequent brand positioning amongst Stellenbosch students as their target audience’. It was therefore considered necessary for the author of this research project to effectively be able to uncover the current health of the L’Oréal brand. A brand audit was therefore performed on the corporate L’Oréal brand. Brand audits are qualitative snapshots of the current position of the brand in terms of the current perceptions of the target audience and it is important to perform them on a regular basis as target audiences may evolve over time. Through performing a brand audit, the manufacturers / marketers of the brand in question will gain a better understanding of the current problems, desires and needs of the target audience in question. The information obtained from such an audit is valuable for the organization / brand as it allows them to determine whether a costly and time-consuming process such as a brand repositioning is necessary, as well as providing valuable market research which can lead to a viable and sustainable brand strategy. In order to uncover the health of the brand and determine the perceptions, attitudes and behaviour of the target audience, a deductive approach to this study was employed. A paperbased questionnaire regarding the corporate / product L’Oréal brand was designed by the author and distributed to 444 students located on central campus at the University of Stellenbosch. A statistical significance level of five percent (α = 0.05) was employed when the information collected from the questionnaires was subjected to a series of statistical tests. Six main brand characteristics were investigated during the analysis of the survey data. These include brand awareness, attitude towards the corporate brand, attitude towards the products, level of desire for the brand, behavioural tendencies, and the value proposition. The results from the survey indicated that an overwhelming majority of respondents were familiar with the brand, and also that a large percentage of them had also used L’Oréal products. Along similar lines, the perceptions / attitudes with regards to the corporate and product brand were very, or fairly favourable amongst the respondents. There was a consistent trend amongst ethnic groups, with the white ethnic group being the most familiar with the brand, having the most favourable attitude with regards to the brand and products, and displaying the most positive usage behaviour with regards to the products. The opposite trend was observed for the black ethnic group. It was also determined that as the attitude with regards to the corporate brand increases so too does that of the product brand. This is a favourable situation for L’Oréal as efforts to build corporate brand identity can translate into strong, favourable and unique product associations. In terms of the benefits being sought, the majority of respondents ranked functional and emotional benefits as most important when using personal care products. The author was able to extract from the survey the fact that the black ethnic group had the least awareness and least favourable attitude, perception and behaviour with regards to the corporate and product brand in question. If L’Oréal is able to enhance the brand imagery amongst this target audience, they will surely build a positive brand equity as well as an additional income stream. In addition to this, the author was also able to identify that the emotional bond to the L’Oréal brand was not as strong as it could be. The respondents indicated that their level of desire for the brand was not on par with their expected / anticipated needs and that a personal care brand should fulfil more of these needs. / AFRIKAANSE OPSOMMING: Die hoofonderwerp van hierdie stuk navorsing is: “Hoe kan L’Oréal hulle huidige beeld en dus ook hulle handelsmerk posisionering tussen Stellenbosch studente as hulle teikenmark verbeter?” Dit is dus as nodig beskou dat die navorser ondersoek moet instel na die huidige gesondheid van die L’Oréal handelsmerk. ‘n Handelsmerk-oudit is dus op die korporatiewe L’Oréal handelsmerk uitgevoer. Handelsmerk-ouditte is kwalitatiewe “foto’s” van die huidige posisie van die handelsmerk in terme van die huidige persepsies van die teikenmark en dit is belangrik dat hulle op ‘n gereelde basis uitgevoer moet word want teikenmarkte evalueer oor ‘n tydperk. ‘n Handelsmerk-oudit kan daartoe lei dat die bemarkers van die handelsmerk ‘n beter begrip sal hê van die probleme, begeertes en behoeftes van hulle teikenmark. Die inligting wat deur die oudit verkry word is vir die organisasie / handelsmerk waardevol want hulle kan daaruit vasstel of ‘n duur en tydrowende proses soos handelsmerk re-posisionering nodig is, en ook kan dien as marknavorsing wat kan lei tot ‘n lewensvatbare en volhoudbare handelsmerkstategie. Om die gesondheid van die handelsmerk asook die persepsies, houdings en gedrag van die teikenmerk vas te stel, is ‘n deduktiewe benadering tot hierdie studie gevolg. ‘n Vraelys oor die korporatiewe / produk L’Oréal handelsmerk is deur die navorser opgestel en onder 444 studente op die sentrale kampus van die Universiteit Stellenbosch versprei. ‘n Statisties sinvolle vlak van vyf persent (α = 0.05) is gebruik toe die versamelde inligting van die vraelyste aan ‘n reeks statistiese toetse onderwerp is. Ses hoof handelsteken kenmerke is tydens die ontleding van die opname-data ondersoek. Dit sluit in merkbewustheid, houding teenoor die korporatiewe handelsmerk, houding teenoor die produkte, begeerte vir die handelsmerk, gedragstendense, en die waarde-proposisie. Die opname het getoon dat die oorweldigende meerderheid van die respondente die handelsmerk geken het en ook dat ‘n groot persentasie van hulle al L’Oréal produkte gebruik het. Die persepsies / houdings tussen die respondente betreffende korporatiewe- en produk handelsmerke was baie of redelik gunstig. Daar was ‘n konsekwente neiging tussen etniese groepe; die wit etniese groep ken die handelsmerk beter, het ‘n meer gunstige houding teenoor die handelsmerk en produkte en toon meer positiewe gebruiksgedrag betreffende die produkte. Die teenoorgestelde geld vir die swart etniese groep. Daar is ook vasgestel dat soos die houding teenoor die korporatiewe handelsmerk verbeter, so ook dié teenoor die produk handelsmerk. Dit is ‘n gunstige situasie vir L’Oréal want pogings om korporatiewe handelsmerk identiteit te bou sal omsit in sterk, gunstige en unieke produk assosiasies. Die navorser het uit die opname geleer dat die swart etniese groep die minste bewustheid en die ongunstigste houding, persepsie en gedrag betreffende die korporatiewe en produk handelsmerk het. As L‘Oréal die handelsbeeld onder hierdie teikenmark kan verbeter, sal hulle ‘n positiewe handelsekwiteit asook ‘n bykomende inkomstestroom kan skep. Die navorser het ook vasgestel dat die emosionele band met die L’Oréal handelsmerk nie so sterk is wat dit kan wees nie. Die respondente het aangedui dat hulle begeerte vir die handelsmerk nie so sterk is as hulle verwagte behoeftes nie en dat ‘n persoonlike sorg handelsmerk in meer van hierdie behoeftes behoort te voorsien.

This thesis analyses the effects of judgements of the Court of Justice of the European Union on a particular company represented by the French transnational corporation L'Oréal Group. In the first chapter I explain the system within which the protection of the intellectual property is realised. Firstly, I define the key concepts of the intellectual property, and then I introduce the means of the legal protection of the intellectual property on both national and international level. The analysis of the trademark law of the European Union follows in the second chapter where I examine its presence in both primary and secondary law, where I describe the roles of the Court of Justice of the European Union and the Office for Harmonisation in the Internal Market and where I introduce the most important judicature of the Court of Justice of the EU related to the trademark law. The third chapter is of the highest practical importance as it contains the discussion on the effects of judgements of the Court of Justice of the European Union on the L'Oréal Group in the form of a case study. Firstly I analyse the economic strategy of the group and I assess the importance of trademarks for L'Oréal, then I introduce the most important cases of the Court of Justice of the EU in which L'Oréal has been a party to the dispute. I conclude this chapter with the analysis of the effects of judgements of the Court of Justice of the EU on L'Oréal.