Research Paper on:
Analysis of L’Oreal Elvive in Italy

Unformatted Sample Text from the Research Paper:
different assessment models. SWOT Analysis Strengths Elseve is a strong brand name in Italy, where it is known as Elvive. The country is current entering a trend of upper  mass market toiletries and cosmetics, retailed though supermarkets and large outlets (Euromonitor, 2003). This is the segment and distribution model that is followed by the Elvive brand. Therefore, as well  as the strength of the brand name, the market position with 15% of the market is a strength in such a large market worth ? 355m in 2001 (European  Cosmetic Markets, 2002). The product itself is also a strength, in a recent marketing test three areas of Italy were used to deliver samples of the Elvive shampoo and  conditioner. The sample was made up of adults between the ages of 35 - 54, in households were there were at least three adults, and there were no low income  families. The sample was also cross referenced to ensure that the chosen respondents where in a supermarket catchments area. The test carried out by AC Nielsen, found that of the  sample, on recalls, 57% had used the sample, and of these 78% said they would either probably or definitely use this product in the future (CD Europe, 2003). This indicates  that the use of the product and the perception of its use by the target market is a good match. This is also a strength. In 2001 the company  was also in the number one spot, but the Elvive brand was only number two, whilst some see this position as a strength especially as there is only a 0.2%  difference between Elvive and the leader; Pantene (European Cosmetic Markets, 2002)., this may also be seen as a weakness. However, the marketing that leads to the company being in this