Loreal Case Study

581 Words3 Pages
1. Distinguish between the core, tangible and augmented product that L’Oréal sells. The CORE product is the benefit of the product that makes it valuable to you. The benefit determines the consumers decision. L’Oreal sells what the fluids can do for the women who use them. The Tangible product is the, physical product. You can get some use out of it. The emphasis is on quality, brand name, features, style and design, packaging. L’Oréal also packages its hair care products carefully. To consumers, the bottle and package are the most tangible symbols of the product’s image. Bottles must feel comfortable, be easy to handle and help to differentiate the product from other brands on the shelf. The product’s image, its promises, its feel, its name and package, even the company that makes it, all become a part of the total product. The AUGMENTED product is the non-physical part of the product. It usually consists of lots of added value, for which you may or may not pay a premium. It relates to the Post-purchasing services and additional services provided by the company. In L’Oreal case it is the feeling that he consumer feel about themselves (Feeling Good) The difference the products can make. 2. A hair care product’s name is a central product attribute. What are the key branding decisions that L’Oréal’s marketing managers have to make? Hair care brands have done well because of the advertising spends that have gone in to promote shampooing as a pleasurable pastime rather than an activity akin to doing a load of washing. L’Oréal’s leading brand Elvive also tries to capture the essence of pleasure using advertisements that sound tempting: ‘Because I’m worth it’, says L’Oréal. L’Oréal must also package its hair care products carefully. To consumers, the bottle and package are the most tangible
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