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C/M/2505. Dissertation. Role of cultural differences in product and promotion: adaptation strategies of L'Oreal in Middle East

WORDS:
10800
DATE:
2012
PRICE:
109.99 GBP

The dissertation examines cultural differences between the product and promotion strategies of L’Oreal Paris in the traditional western market and the Middle East market. Literature is reviewed on the background of L’Oreal, the features of the Middle East beauty market, the influence of local culture on consumer behaviour and brand identity, the marketing strategies of standardisation and adaptation, etc. The research is based on secondary data and primary data collected via interviews with female customers of Middle East origin living in the UK. Conclusions are made about the most appropriate marketing strategy for L’Oreal in the Middle East.

 

KEYWORDS: Dissertation, cultural differences, product promotion, adaptation strategies, L’Oreal, Middle East,

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