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商品編號： 9-598-056 出版日期： 1997/10/23 作者姓名： Dolan, Robert J. 商品類別： Marketing 商品規格： 37p 再版日期： 地域： United States;France 產業： Beauty and personal care 個案年度： 1996 - 1996
商品敘述：
L''Oreal''s strategy is to "trickle down" technology over time from high-end outlets like department stores to mass-markets, such as drugstores. The mass market brand Plenitude has become the market leader in France, but even eight years after introduction in the United States, the product continues to lose money. The case presents qualitative market research data to enable students to diagnose the problem and develop an action plan. Includes color exhibits.
涵蓋領域：
International business;Consumer behavior;Marketing channels;Product positioning;Pricing strategy;Market research
相關資料：
Case Teaching Note, (5-599-017), 15p, by Robert J. Dolan;Spreadsheet Supplement, (XLS253), 0p, by Robert J. Dolan
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