Consume Packaged Goods
Henderson, Rebecca M. and Ryan Johnson (2012), LOréal: Global Brand, Local Knowledge, Pages 1-14. Harvard Business School. Product 9-311-118.Electronic copies of the cases can be purchased for approximately at Harvard Business Publishing. Access: https://hbsp.harvard.edu/import/794326 (Links to an external site.)Due: Sun Sept 27 @10:00pm NOTE: Original Post due @10:00pm; Reply Post due @11:30pm.Answer ALL Discussion Forum Questions and Reply to at least 1 other students post. Please give reasons WHY when giving your opinions.LOreal is a large CPG company and has built, maintained and adjusted its marketing capabilities over time. Students are to examine the top capabilities of LOreal, probing why and how these strengths emerged. Think about potential tradeoffs that come with those choices. Think about comparison firms (i.e., Proctor & Gamble (P&G)) and executing different strategies or capabilities, as well as potential competitor reactions. Also think about the blend of efforts and investments needed to build capability, including time, metrics, and monetary investment.(1) What are the cornerstones of LOreals marketing?(2) How is LOreal executing the strategy?(3) What are the tradeoffs?(4) What are the trends in Consume Packaged Goods (CPG) marketing?(5) What type of marketing (performance driven or emotional) is more effective?(6) How are CPG companies doing in experimenting with digital advertising?(7) Compare LOreal to another CPG firm in terms of each firms marketing capabilities. How does the role of marketing and the firms marketing capabilities drive innovations, strategy and determine differentiating characteristics of a product?(8) What happens if competitors imitate LOreals marketing? How should, they react?