Ushuaïa shower shampoo for Men

Résumé du document

The market of cosmetics is now becoming a true economic reality. Even if it still has a quite limited size, its average growth rate of more than 7% between 1997 and 2001 shows that it is really skyrocketing. It now represents nearly 3 billion euros worldwide. More and more products are launched and investments in Research and Development are increasing and the strategies of those brands are becoming more sophisticated. In this context, such a situation can represent a real boon for the companies who will manage to conquer it. L'Oreal and its subsidiary Lascad are trying to capture larger parts of the market by innovating and proposing more products. The most important one in their product line is the Ushuaia shower gel which can be divided into many different types of perfumes. We examine if this product is really competitive. We also put forward the marketing strategy of Lascad as well as its effects on its target.

Extraits

[...] Présentez vous (prénom) 2. Que faites vous dans la vie ? 3. Quels sont vos centres d'intérêt ? 4. Pouvez-vous présenter votre voisin en termes de style ? II. L'univers de l'esthétique Perception 1. Que vous évoque l'esthétique aujourd'hui ? 2. [...]

[...] Euromonitor, a data base. Web Sites www.beaute-test.com www.ciao.fr www.greenpeace.fr www.doctissimo.fr www.teamonline.fr/ www.plebicity.com/ www.loreal.fr Appendices Appendix Qualitative study: Analysis of results Appendix Some laws regulating the cosmetics and hygiene sector Appendix Some pictures of the product we studied Appendix Our Interview Guide (see the next page) Guide d'entretien Bonjour, Nous vous remercions d'avoir accepté de participer à cet entretien de groupe. Le but ici est de recueillir vos avis sur un thème précis. Tout ce qui sera dit ici restera confidentiel et ne sera utilisé qu'utilisé que pour notre étude. [...]

[...] Citez-moi les marques de produits d'hygiène-toilette pour hommes que vous connaissez Caractéristiques 8. Êtes-vous plutôt sensibles aux propriétés d'un produit ou a à son côté pratique ? 9. Que pensez-vous des produits 2 en 1 ? 10. Êtes-vous sensible aux produits dits nature ? IV. Ushuaia Evocation 1. Connaissez-vous la marque Ushuaia ? 2. [...]

[...] The study of the main structural elements characterizing a sector must allow to identify the way in which competition is exerted and to detect the forces moving as well as the threats. To be done, Mr. Porter distinguishes five competitive forces: buyer, competitors, potential entrants, substitute products or services and suppliers. Industry competitors : The competitors of the Ushuaia shampoo-shower of Lascad are numerous and international, in particular because this product is straddling two markets: the capillary and the bath-shower markets. [...]

[...] At the end of this analysis, we can note some important information: - There is not a real desire of a product in particular, young men use what one buys to them. For them, these products have the same characteristics. - They do not well known the product ranges intended for the men. - Products 2 into 1 have a bad image: bad quality. There is bad information on the product. One associate product says "natural" to a biological product, therefore expensive! [...]