How to create value through strategic product sample promotions: A L'Oréal case study
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
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.
Keywords:! Marketing promotion tools; Product sample promotions; Swedish beauty industry; Value creation; Targeted product samples
Economics and Business
IdentifiersURN: urn:nbn:se:uu:diva-176881OAI: oai:DiVA.org:uu-176881DiVA: diva2:537528
Master Programme in Social Sciences
UppsokSocial and Behavioural Science, Law