Ten outstanding marketing.docVIP

 PAGE \* MERGEFORMAT 28 Ten outstanding marketing For many enterprises, from the successes and failures may be only a step away. The final outcome, the time is undoubtedly the best verification. Articles selected in 2003 ten outstanding marketing for the China market in 2004 given ‘successful marketing’ of the point of view. L’Oreal allegiance to the fate of a small nurse married into wealthy? Text / reporter Wang Zhuo Case subjects: Paris L’Oreal Group, Li Sida Daily Chemical (Shenzhen) Co., Ltd. Market status: L’Oreal is the world’s number one cosmetics company, a small nurse to create only a short 11 years, skin-care products industry market in China, the purpose of: L’Oreal sales channels with a small can of nurses and other popular products, Maybelline the expansion of sales into the multiples and greatly enhance the localization of production capacity of L’Oreal, save logistics costs. Operational questions: 1. Whether or not the small nurse has been frozen - in view of ‘North American net’ and ‘Panda’ the lessons of Lee Chi Tat has also been shaken. However, Paolo ensure that ‘absolutely will not let a small nurse disappeared’, and come up with a detailed development plan for the brand. 2. Small nurses can become another ‘Maybelline’ - L’Oreal nurses interested in the reasons for the small, most notably taking into account the circumstances and needs of the Chinese market. 3. Multinational giants rely on funding, brand strength, through the integration, continuous low-end market penetration in China, local brands proud worthy of re-channel advantage of any more? Case Background: December 11, 2003 2:30 pm, the world’s largest cosmetics group L’Oreal Paris in Paris and Beijing also announced that the L’Oreal Group formally agreed to acquire the Chinese skin care brand of small nursing agreement. M amp;amp; A news conference, as L’Oreal China president Paolo Gasparrini and small nurse-founder Lee Chi Tat’s a joke, a lot of the media and even appeared