To maximize their effectiveness, color cases should be printed in color. 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.

【書誌情報】

ページ数：37ページ

サイズ：A4

商品番号：HBSP-598056

発行日：1997/10/23

登録日：2011/7/29