We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Lancome Brand Management in China & USA - Dissertation Example

Comments (0) Cite this document
Summary
From the results of survey with 20 Americans and 20 Chinese who belong to the elite, specifically those who are known to the author of this project since they are relatives and friends, it was clear that Lancome was also popular and in demand for 50% of Americans…
Download full paperFile format: .doc, available for editing
Polish This Essay91.1% of users find it useful
Lancome Brand Management in China & USA
Read TextPreview

Extract of sample
"Lancome Brand Management in China & USA"

Download file to see previous pages Existing surveys about Lancome were utilized to discover the differences in customer acceptance in the two countries. To countercheck the findings of surveys, online articles, annual reports of L’Oreal, the mother company of Lancome, and other reading materials were considered as references.
Primary survey of 20 Chinese respondents and 20 American respondents revealed the impact or brand management, brand equity, and brand equity value in terms of 65% of total demand for luxury cosmetics among the Chinese and 50% for the Americans.

Findings showed that other than differences in preferences about what is considered beautiful and the differences in attitude as well as behavior of consumers with regards to luxury cosmetics, indeed the brand management theory is practiced in both countries. It states people value quality, consistency with good experiences with a product, and would also appreciate gaining added value from the same brand. Its value is initially gained from discoveries of risks with using the product. Since there are more competitors in the USA which are also branded and known to be safe and the market is saturated, Lancome in the USA faces price competition, whereas in China, due to less competitors that are known to be similarly safe cosmetics and many more cities do not have such a quality cosmetic, Lancome China has been growing faster in spite of the much higher prices of its products. Lancome cosmetics in the USA are known as Privilege Cosmetics while in China, it is a luxury with the best quality – safest to use, best value, consistent and predictable with the many years of its existence. Chapter 1: Introduction 1.1 Background Globalization of businesses and the need for developed countries to look for new markets have been challenging marketing managers to find ways and means to penetrate economies for quality products to be appreciated, accepted, and established. One effective way has been brand marketing. France, the home of Lancome brand managed by its mother company L’Oreal, had formulated this luxury cosmetics since 1935. It was Armand Petitjean who invented it while L’Oreal decided to own it by 1964. The success of this brand in the world market has reaped for the company $5.5 billion worth of brand value, according to Forbes (2012). Lancome was named # 75 most powerful brand covering all products worldwide. As of 2012, its sales total had reached $ 3.8 billion. L’Oreal brand is # 25. Avon is # 70. These three are under the same consumer packaged goods industry. Lancome has outperformed Avon in China through brand marketing management strategies since Avon is more on direct selling which is said to be “25% about the brand and 75% about the sales channel” (Kowitt 2012, par. 9). In North America, L’Oreal’s Clarisonic cosmetic brand experienced a “double-digit growth” in 2012 (L’Oreal 2012). 1.2 Objectives The overall aim is to prove that the principles in brand ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Lancome Brand Management in China & USA Dissertation”, n.d.)
Lancome Brand Management in China & USA Dissertation. Retrieved from https://studentshare.org/marketing/1483918-lancome-brand-management-in-china-usa
(Lancome Brand Management in China & USA Dissertation)
Lancome Brand Management in China & USA Dissertation. https://studentshare.org/marketing/1483918-lancome-brand-management-in-china-usa.
“Lancome Brand Management in China & USA Dissertation”, n.d. https://studentshare.org/marketing/1483918-lancome-brand-management-in-china-usa.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Heritage Management and Eco Tourism in the UK and China
Cultural heritage is an essential component of any nations’ identity. In addition to being a national heritage, the cultural heritage is a wealth that belongs to the citizens as well as to the whole mankind. While in the past, cultural heritage management was a task that was confined to the archeological or preservation departments of any country, in the recent times, there is a need for increased cooperation between several different sectors, organizations and stakeholders for the management of the cultural heritage.
40 Pages(10000 words)Dissertation
Customer Relationship Management (CRM) in Tourism-Related Hospitality Establishments in Beijing, China
The intention of this study is Customer Relationship Management, or CRM, that has many perspectives and definitions that illustrate its fundamental thrust, that of trying to present a holistic strategy for managing customer relationships by getting to know the customers and their needs better, communicating with them more effectively and trying to fulfil these needs
76 Pages(19000 words)Dissertation
Brand identity and communication strategies: how IKEA become a popular brand in China
Globalisation, as an economic policy, serves as an impetus for countries to reformulate their international trade policies. In this regard, China’s transformation of her foreign economic trade – from close door policy to open door policy – has established opportunities that have drastically changed the landscape of Chinese economic market, so much so, that the current economic growth of China is deemed as miraculous (Yao 2006).
60 Pages(15000 words)Dissertation
Brand Management
Proposed Project Rationale 9 3. Research Design 11 3.1 Justification of Methodology 11 3.2 Method of data collection 12 3.3 Method of Analysis 13 4. Project plan 13 4.1 Ethical consideration 14 REFERENCES 14 APPENDIX 17 1. Literature Review Throughout the history there has been a marked difference in the change of the perception of the stakeholder regarding the role of branding for an organization.
12 Pages(3000 words)Dissertation
China
Globalization increased international trade across countries, increasing business opportunities and investments and contracting boundaries between nations across the world. However, it has also resulted in stiff competition among the business organizations and hence created barriers for the entrance of new potential business firms.
33 Pages(8250 words)Dissertation
The culture difference in influencing human resource management on multinational firm: comparison between China and Japan
International managers find that it is not possible to develop theories and models in one part of the world and implement it in another. Cultural differences require a change in approach to implementation of HRM policies and practices. This has become a strategic imperative because people are now considered the greatest assets of an organization.
44 Pages(11000 words)Dissertation
Human Resource Management in China. Performance Appraisal
Leif Edvinsson designates the human resource to be the vital function of an organization in his book. He emphasizes on the essential interdependency of an enterprise and its work force whose experience, innovativeness, insights and skills are tremendously important for an organization (Edvinsson, 2002).
7 Pages(1750 words)Dissertation
Strategy Management in Small Export Business of China
The dissertation includes the components of the small firms of China, their analysis from the strategic perspective, framing research questions for the survey, conducting a survey based on the industry, evaluating the findings obtained, drawing the conclusion and suggesting appropriate recommendations for the issues faced by the industry.
58 Pages(14500 words)Dissertation
Brand Management: Main factors, New Trends and Research Gaps
The study reveals that six categories are most investigated and relevant for managers: Brand Management, Brand Equity, Brand Knowledge, Brand Awareness, Brand Recall, and Brand Image. In addition, corporate sustainability and international brand management have been identified as one of the major trends for brand managers and academia.
42 Pages(10500 words)Dissertation
Yum brand expatriate management in Beijing, China
e essence of utilizing expatriates to undertake businesses on behalf of associated companies in foreign countries is an aspect of business that has been facilitated by globalization. The application of expatriates to undertake business activities in behalf of their associated
3 Pages(750 words)Essay
Let us find you another Dissertation on topic Lancome Brand Management in China & USA for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us