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Differences and Similarities of Positioning Strategies in the Beauty Industry on the Russian and Chinese Markets: the Case of L'Oréal Group

Student: Arina Lobkovskaya

Supervisor: Olga A. Melitonyan

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

This research paper dedicated to finding a solution to brand identification of a global beauty company operating on the Russian and Chinese markets through positioning strategies. To explore the issue more extensively, the definition of positioning strategies and existing researches on this subject are observed first, after beauty industry on the aforementioned markets is analyzed and compared, and, finally, the main features concerning positioning strategies for a global company operating in the beauty industry are formulated. To identify successful positioning strategies in the beauty industry, the case of L'Oreal Group in Russia and China is considered. Certain conclusions are developed based on the research’s outcome, which states that an adaptation approach including specific features in formulating positioning strategies is needed in these particular markets within the beauty industry.

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