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Luxury Brands Advertising Spend

Goals

In order to advise advertising investment, determine the Advertising Spend, Total Revenue and Advertising Spend as a % of Revenue for the following companies: Lancome, Dolce & Gabbana, Coach, Fendi, Cartier, Burberry, Rolex, Prada, BMW, Audi, Porsche, Bentley and Hermes.

Early Findings

Lancome

  • Lancome is a brand of L'Oreal Paris.
  • In the first half of 2019, advertising and promotion expenses for L'Oreal as a whole were 30.2% of sales, or €4,471.7 million.
  • For the whole year of 2018, advertising and promotion expenses for L'Oreal as a whole were €8,144.7 million.
  • As of May 2019, Lancome had annual sales worth $5.2 billion USD.
  • Assuming the percentage of sales spent on advertising and promotion expenses are the same across all L'Oreal brands, we can calculate (5.2 billion x 30.2%) that the total spent on advertising and promotion expenses for Lancome is $1.57 billion USD.
This information has been entered into the following spreadsheet.

Proposed next steps:

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