Individual Case Study: La Roche$-$Posay: Growing L$$Or$$al$$s Active Cosmetics Brand

The Purpose of this case analysis is to:

$1.$ Understanding the skincare industry: Explore the dynamics of the skincare industry, including market trends and consumer behavior

$2.$ Brand analysis: Analyze the La Roche$-$Posay brand, including its positioning, target audience, brand values, and unique selling propositions.

$3.$ Marketing strategies: Examine the marketing strategies employed by La Roche$-$Posay, including product development, pricing strategies, distribution channels, and promotional tactics.

$4.$ Global expansion: Evaluate La Roche$-$Posay's global expansion strategy, including its market entry approach, internationalization challenges, and adaptation to new and younger target segments.

Instructions

After reading and analyzing the La Roche$-$Posay case study, Answer the following questions:

$1.$ As the brand team prioritized its messaging strategy, which of the company$$s priorities should shape the core brand message: therapeutic claims about performance and safety, emotional appeals, and$/$or information about the company$$s environmental sustainability and social mission programs? $(10$ points$)$

$2.$ Was La Roche$-$Posay$$s decision to widen its target audiences wise? Could the brand handle be targeting such diverse target markets as patients with specific skin pathologies such as eczema and psoriasis as well as outdoor athletes and new mothers? $(10$ points$)$

$3.$ Could the La Roche Posay brand build upon its medical heritage and therapeutic products with a clinical brand value proposition focused on specific indications $($e$.$g$.,$ acne, psoriasis$)$ and concurrently expand to add new products targeting non$-$pathological audiences with a more generalized and emotional skin care message? Or$,$ should the company invest in developing non$-$therapeutic brands and$/$or sub$-$brands to distance these types of products from the La Roche Posay brand?$(20$ points$)$

$4.$ Given low brand awareness levels, what was the right balance between building a global brand identity and leveraging differences through brand customization across local markets? Did different market contexts preclude a global brand identity and marketing strategy? $(20$ points$)$

$5.$ How could La Roche$-$Posay best compete in markets and in distribution channels where dermatological prescription and pharmacist$-$assisted sales were not possible or scarce? $(20$ points$)$

$6.$ And, finally, once the other elements of the branding strategy were determined, what role should dermatologists, other medical professionals, customers, digital devices, and the thermal center play in helping communicate the La Roche$-$Posay brand to new consumers? How should the business model evolve to incorporate advocacy by consumers and influencers without jeopardizing the brand$$s dermatological DNA? $(20$ points$)$