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Essay / Research Paper Abstract
This 8 page paper considers the 4 P’s; product, price placement and promotion and how they relate to L’Oreal Elvive in Italy by looking at the marketing and industry conditions in which they need to compete. Reference is also made to the 4 C’s. The bibliography cites 10 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TElore4p.rtf
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Unformatted sample text from the term paper:
new products. To consider this position we can use the model of the 4 Ps; Product, Price, Placement and Promotion (McCarthy, 1996). The decisions which are made by LOreal Elvive
need to consider the current status of the market the core competences of the company and also the way in which the distribution channels may be influenced as well as
the end consumer. It is also worth noting when looking at the 4 Ps how these relate to the four Cs which are Customer solution, Customer cost, Convenience and Communication
(Lauterborn, 1990). For a company to be successful it needs to meet these needs though the four Ps in a manner that is economically viable and is communicated effectively (Kotlker,
2003). To consider LOreal Elvive we will look at each item separately. Product. The first P is product, this looks at various characteristics as the range and variety,
the quality of the product, the features it offered, the use of brand names, the sizes it may be offered in, the services that may come with it as well
as warranties that may be given and returns issues. The products in Italy are wide ranging and need to meet the consumer demand in that area at the current
time. This is not yet mature market, but it is maturing, The prevailing economic condition has knocked back the luxury market, and the upper mass market may be seen as
the focal point for products. His is an area where LOreal Elvive fits into naturally. There is the desire for hair care products that are differentiated and make the user
feel good about themselves. In 2002 LOreal Elvive launched a new product that can be seen as fitting in with the demand; Liss Intesne (European Cosmetic Markets, 2002). This
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