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Problem Identification

There is a need to find out what product lines should be introduced into the Dutch market under the Garnier name without negatively effecting the current product lines already available under the L'Oreal brand.
Recommendation
It would be feasible to introduce one of the new Garnier product lines rather then both of them at the same time. Because there is already a strong L'Oreal presence in the Netherlands it would hurt sales more if they introduced two new product lines at the same time. Belle Couleur is the product to introduce because 73% of Dutch women use hair color products, and in recent years there has been large growth in the permanent hair color market which would make it viable to introduce Belle Couleur into the market. By offering a limited selection, Garnier products will still have sales, and it will not hurt sales of Recital enough to cause concern because people will still be receiving what they expect from the L'Oreal brand.
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Approximate Word Count: 800
Approximate Pages: 4 (250 words per double-spaced page)

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