Yue Sai is L'Oreal's troubled Chinese luxury brand. Alexis Perakis-Valat, the new CEO of L'Oreal China, has made it a point of honor to turn the brand around. He has asked Stephane Wilmet, the brand's new general manager, to produce a turnaround strategy which will re-establish L'Oreal's standing as the finest cosmetic marketer in the world's in China.
Yue Sai's marketing director, Ronnie Liang and Stephane Wilmet, must reconsider everything from Yue Sai's value proposition down to distribution strategies, and its media, price, product. Please visit the dedicated case site http://cases.insead.edu/loreal-china/ (copy and paste the url into a browser) to see commercials and video interviews.
PUBLICATION DATE: May 07, 2013 PRODUCT #: INS291-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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