L'Oréal SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 8729
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SWOT Analysis of L'Oréal with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

L'Oréal

Parent Company

L'Oréal

Category

Cosmetics and beauty products

Sector

FMCG

Tagline/ Slogan

Because you’re worth it

USP

Movie stars and celebrities as brand ambassadors

STP

Segment

Women looking for beauty products

Target Group

Upper class urban women

Positioning

Beauty products for women as every women is worth it

Product Portfolio

Brands

1. Garnier Fructis Shampoo              2.Garnier Bodycocoon

3. Garnier Mineral Deodrant            4. Garnier Color Naturals

5. Garnier Hair Gels                         6. Maybelline Cosmetics

7. L'Oréal Paris

SWOT Analysis

Strengths

1. It is the world’s largest beauty and cosmetics company
2. Has over 60,000 people employed globally
3. High product quality, excellent advertising and brand visibility
4. Top international celebrities as brand ambassadors give a premium brand image
5. Excellent global distribution ensures maximum reach of products
6. Loreal has over 20 global brands available in 130 countries
7. There are over 38 factories with over 5 billion units manufacturing annually

Weaknesses

1. Due to many subdivisions, employee management becomes a challenge
2.Presence of other established brands in the cosmetics segment means difficult to increase market share

Opportunities

1. Tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand

Threats

1. Intense and increasing competition amongst other FMCG companies
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products

Competition

Competitors

1. Marico

2. ITC Limited

3. Nirma Ltd

4. HUL

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur India



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