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by | Sep 22, 2022 | Marketing | 0 comments

 

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Read ” La Roche-Posay: Growing L’Oréal’s Active Cosmetics Brand ” and submit an analysis report (ONE submission for each group). You should address the following questions.
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In this case, La Roche-Posay is transforming a niche brand into a mass market global brand that targets wider consumer segments. Is this a wise decision? Why? (You might consider analyzing similarities and differences across target segments, the benefits and risks to address diverse target segments with the same value proposition, the change of the value proposition, rewards and risks associated with the value proposition change, etc.)
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It is challenging to manage a global brand across radically different local contexts, particularly those where critical market mechanisms and/or partners are not readily available. Given the different market contexts in the US, France, Brazil, and China, do you suggest La Roche-Posay keep building a global brand identity or leverage the difference through brand customization across local markets? Why? How can La Roche-Posay address the challenges pertaining to the suggested strategy?
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Note:
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The report should not exceed 3 pages (single spaced 12-point font).
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Use bullet points to list the pros and cons for different alternatives if necessary.
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All appendices (if any) should go after the main texts, they will not count to the 3-page limit.

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