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L'Or al in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai

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Yue Sai is L'Oreal's troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L'Or al China, has made it a point of honor to turn the brand around. He has asked St phane Wilmet, the brand's new general manager, to come up with a turnaround plan that will restore L'Or al's reputation in China as the world's best cosmetic marketer. St phane Wilmet and Ronnie Liang, Yue Sai's marketing director, must reconsider everything from Yue Sai's value proposition down to its media, price, product, and distribution strategies. Please visit the dedicated case website http://cases.insead.edu/loreal-china/ (copy and paste the url into a browser) to watch commercials and video interviews.

【書誌情報】

ページ数:26ページ

サイズ:A4

商品番号:HBSP-INS291

発行日:2013/5/7

登録日:2016/4/5

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