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How to create value through strategic product sample promotions: A L'Oréal case study
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The Swedish beauty industry face challenges with product samples as a promotion technique. The lack of a defined strategy results in a random distribution, which leads to weak ROI. However, product samples could be used proactively as a strategic marketing tool creating long-term brand value. This thesis provides a framework for L’Oréal to fulfill their objectives of using product samples – from strategy formation to tactical practice. Davies’s (1992) model “Using promotions as part of a strategic plan” is used as a sorting mechanism. We created a three-step process based on the model as a structure for this thesis: strategy preparation, strategy implementation, and strategy follow-up. Qualitative interviews and a quantitative survey proved that different product sample types require different strategies depending on the aim of the promotion. As a complement, targeted product samples via GlossyBox enabled L’Oréal to gain market insight and use product samples more strategically. 

Place, publisher, year, edition, pages
2012. , 56 p.
Keyword [en]
Keywords:! Marketing promotion tools; Product sample promotions; Swedish beauty industry; Value creation; Targeted product samples
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:uu:diva-176881OAI: oai:DiVA.org:uu-176881DiVA: diva2:537528
Educational program
Master Programme in Social Sciences
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-06-27 Created: 2012-06-26 Last updated: 2012-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf