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Olay of P&G and Nivea of Beiersdorf to expand market share through acquisition and joint venture. R&D is the key.
• Industry is divided based on sales channel and price which are 1) premium brand sold in dept.store and specialized boutiques; 2) the mass-market brands sold in drug stores and supermarkets; 3) the direct sales brands targeted the low-end, mass customer, sold door-to-door
The Premium Sector
• L’Oreal is the largest player
• All players focus on selling products that imply certain status and technological innovation.
• Focus on massive marketing investment and promotion to the niche...
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