L’Occitane SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 7183
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SWOT Analysis of L’Occitane with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

L’Occitane

Parent Company

L’Occitane

Category

Beauty products retail

Sector

Lifestyle and Retail

Tagline/ Slogan

The woman from Occitania (Beauty that retain your tradition)

USP

Authencity and naturalness

STP

segmentation

Beauty and status cautious women

Target Group

Middle ,upper class young and adult women

Positioning

Effectiveness and pleasure

SWOT Analysis

Strengths

1. The company has high brand equity as worldwide reference for well being with unique body ,face and home products

2. The company has worldwide presence like France, America, Europe, Asia and middle east

3.It has reliable supply of materials from local vendors that adds value into authencity

4. Its product portfolio includes skin care, fragrances, bath and body products, makeup, men’s products, hair care, soaps

Weaknesses

1. Many competitors present in beauty product industry struggling to get high margins globally

2. The company still hasn’t penetrated into the emerging economies as some global players

Opportunities

1.The beauty product industry continues to expand globally

2.Rising per capita income and access to international markets are increasing spending on discretionary items

3.Consumers of beauty products tend to be product loyal

Threats

1. Recent economic turmoil had decreased spending on some discretionary items such as perfumes in various countries

2.Personal recommendations weigh more heavily that celebrity marketing so lot of spending on marketing campaigns to gain consumer trust

Competition

Competitors

1.Loreal

2.Kerastase

3.Ales group

4.Diptyque



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