L´ORÈAL considers whether it should endorse its skin care products in the international markets and strengthen its international brands by using a celebrity. They further need advice regarding a standardised or adapted “product offering” and promotion campaign.
This report will first give an overview
of major cultural issues which l’Oréal might encounter in the international market place when implementing a standardised international marketing strategy. It will be then further investigated if these cultural issues will impinge on the suitability of celebrities to promote l’Oréal clients brands while addressing the aspects of local and global branding and promotion.
At the very end, guidelines will be identified as to how to find the most fitting celebrity and a possible endorser for its products will be introduced.
Inhaltsverzeichnis (Table of Contents)
- Cultural issues l’Oréal might encounter in the standardisation of its products
- Price and Place
- Standardisation versus Adaptation for promotion
- Global versus Local for branding
- Advantages and Disadvantages of Celebrities
- General guidelines for the selection of a suitable celebrity
- Introduction of a fitting celebrity for l'Oréal
- References
- Books
- Journals
- Internet Sources
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to provide a comprehensive analysis of the cultural considerations L'Oréal should take into account when implementing a standardised international marketing strategy. It further investigates the suitability of celebrities for promoting L'Oréal brands, considering both local and global branding and promotion. The report concludes by providing guidelines for selecting a suitable celebrity and introduces a possible endorser for L'Oréal products.
- Cultural sensitivity in international marketing
- The impact of cultural differences on product standardisation and adaptation
- The advantages and disadvantages of celebrity endorsements
- Global versus local branding and promotional strategies
- Guidelines for selecting a suitable celebrity endorser
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter explores the cultural issues L'Oréal might encounter when adopting a standardised international marketing strategy. It discusses the importance of cultural sensitivity, highlighting the framework of eight cultural elements developed by Terpstra and Sarathy. These elements include language, religion, values and attitudes, aesthetics, education, law and politics, technology and material culture, and social organisations. The chapter illustrates the potential impact of cultural differences on product labelling, advertising, and product design.
The second chapter delves into the advantages and disadvantages of celebrity endorsements. It examines the role of celebrities in promoting products and considers the impact of cultural differences on the effectiveness of celebrity endorsements. The chapter further discusses the trade-offs between global and local branding and promotion strategies.
The third chapter provides general guidelines for selecting a suitable celebrity endorser. It emphasizes the importance of aligning the celebrity's image and values with those of L'Oréal and its target audience. This chapter includes an introduction of a potential celebrity endorser, highlighting their suitability for promoting L'Oréal products.
Schlüsselwörter (Keywords)
The report focuses on international celebrity endorsement, cultural sensitivity, international marketing, product standardisation, adaptation, global branding, local branding, celebrity selection, and the cosmetics industry. The report draws on relevant research and insights from the field, providing a comprehensive analysis of the key considerations for L'Oréal in utilizing celebrity endorsements for its international marketing strategies.
- Citation du texte
- Sabrina Hoffstädte (Auteur), 2007, International Celebrity Endorsement in the case of l'Oréal, Munich, GRIN Verlag, https://www.grin.com/document/70618
