L’Oréal Case Study Analysis
L’ORÉAL USA: DIGITALLY OPTIMIZING CONSUMER INSIGHTS
Dennis Paris, Sheri Lambert, and Amy Lavin wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
Copyright © 2021, Ivey Business School Foundation Version: 2021-04-15
Nima Gohil, head of the new digital and creative consumer research (DCCR) department at L’Oréal USA (L’Oréal), was preparing for the upcoming January 2016 board meeting at L’Oréal’s research and innovation headquarters in Clark, New Jersey. Gohil focused on the hair care consumer segments, where she thought it was critical for L’Oréal to address and fully commit to the digital transformation that was being adopted by many other industries. She had become a fierce advocate for joining a technology movement that would enhance the L’Oréal customer experience and hedge the competitive threat of L’Oréal losing customers and market share. (Excerpt).
Assemble and showcase the main elements
Outline:
1. Summary of firm’s situation
2. Key issues at hand
3. Development of SWOT
5. Entry/Launch strategies in select markets
6. Final Recommendation to Board of DirectorsYou must include the following questions:
1. How was the evolution of the hair care industry and market influencing L’Oréal’s digital transformation initiative?
2. How were brands communicating with their audience and staying relevant in the current digital marketplace?
3. What influencers (i.e., mega, macro, micro) were solicited? What tools (i.e., vlogs, blogs, communities) were used for consumer research and insights?
4. What are the pros and cons of L’Oréal’s current consumer insights and market research practices?
5. What capabilities does L’Oréal possess? What capabilities does it need to acquire for a visible digital insight-gathering and value-generation strategy?
6. What key performance indicators (KPIs) should be used to gauge success? Why? What digital platforms provide the best results?
Format: Report (includes visuals, tables, graphs, etc.)
Be sure to include an Executive Summary, Introduction, Analysis, and overall recommendation(s)
At least 6 pages