28 Jun MKTG 4400-Sweet smell of success-L’Oréal in India
Question
Assignment Three Paper Three to five pages in college format with references Read case IV.2 on page 570 of the textbook: Sweet smell of success: L’Oréal in India.
Your paper should answer these questions:
1) A) L’Oréal entered India before 1997 but only recently has it begun to see some success
in this market. Use outside resources to try to explain their slow growth.
B) Do you expect the market forces that have produced this slow growth will continue
into the future or has something changed?
2) What market actions could L’Oréal take in order to improve its competitive position with
respect to well-entrenched competitors such as Hindustan Unilever and ColgatePalmolive?
3) A) Competitors such as Hindustan Unilever are perceived more as Indian companies.
Should L’Oréal attempt to be perceived more as an Indian company or should it continue
with its foreign brand image?
B) What actions should it take to support your decision?
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