Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oreal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oreal had to cater to a diverse customer base: an aging population in the West, ethnic groups, aspiring and younger...

In 2011, Colgate-Palmolive (Colgate) was the global leader in oral care, with a dominant market share lead in toothpaste and a growing presence in toothbrushes and mouthwash. However, the firm faced stiff competition with perennial rivals P&G increasing their focus on the oral care and emerging...

P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments in digital media for its...

In 1997 Nestle committed to a strategic vision of becoming the leading nutrition, health and wellness (NHW) company in the world. Over the next 13 years, the NHW strategy guided strategic decisions and choices at Nestle including merger and acquisition choices, strategies for improving products,...

Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth categories and to nurture the...