Introduction
L’oreal is the world’s biggest cosmetics and beauty products company.
Basically it’s a French based company and its headquartered in Paris. It is
focusly engaged in the field of production and marketing of concentrating on
hair colours, skin care, perfumes and fragrances, make up and styling
products. L’oreal products also based on dermatological and pharmaceutical
fields. Their products are made for Individual and professional customers. This
company operates over 130 countries like Asia, America, East and West Europe
through 25 international brands.
L’Oréal’s mission statement is “offering all women and men worldwide the best of
cosmetics innovation in terms of quality, efficacy, and safety.”
Vision statement
focusses on “driving the cosmetic industry with an inclination on sustainability.” I
CORE VALUES
L’Oréal’s core values comprise “passion for cosmetics, innovation, entrepreneurial
spirit, open-mindedness, quest for excellence and responsibility.”
5. Aims And Objectives
To provide best quality product to the consumers.
To be friendly and helpful towards customer and staff also.
Treat everyone equal so that’s why their products available in every range.
Marketing objectives
Objectives
The main objectives of this marketing plan are
To achieve the position of number 1 in the industry in terms of most
successful provider of a range of cosmetics and thereby higher market share.
To position L’Oreal as the most quality provider of a range of cosmetics
brands in satisfying the customer requirements.
Tagline
Because You’re Worth It
SWOT Analysis
Internal Analysis
3.1 Strengths
The primary strength of the company is always keep doing the new research
and innovations in the beauty so that’s why l’oreal always gives best to the
customers. Even in the competition market also because of the researching
strategy they are the leader in the beauty and cosmetics field.
Other strength of the L’oreal is that they set more attention in their particular
acts and activities. Their acts and activities are going to separate in the five
groups. These groups includes First is the Consumer product division in which
all their range distributed through massive markets. L’oreal’s products and
quality available to maximum customers or consumers and their luxury
international brand product division available through perfumeries,
departmental and duty free shops. Their professional hair care products used
by the professional hair dressers and also sold to the customers through
salons. These divisions and sub-division maintains the quality of L’oreal group.
The other enumerated strength of the company is L’oreal advertising strategy
it also play very vital role towards the company’s growth. In the course of
achieving the culture of their target market advertisement is the best way.
3.2 Weaknesses
The biggest weakness which a company always facing is that its decentralized
organizational structure. This problem is also faced by the L’oreal. Because of
the many subdivisions of this company it is not easy to operate and control of
L’oreal. So, because of this the production of company getting slow down.
Other weakness which the company faces that it that their profits. The margin
between their cost price and selling price is comparatively low than their other
smaller competitors. So, the profit does not match with their expectations. This
is also happen because of large scale advertising and marketing. Lastly, due to
its multinational marketing strategy, even there’s also some diffrences
occurred in the promotion and campaign of L’oreal products as to what image
they are to be project.
External Analysis
3.3 Opportunities
The l’oreal company focuses on the beauty and cosmetics products for the
women of all the ages. The regular demand for beauty products gives
opportunity to the company to keep their focus in their specialized field,
specially on the hair stying and color, perfumieries, cosmetics and skin cares.
Exist as the leading brand in their field the company has well known image in
the world. Even in the developing countries also. Another opportunity for the
company is that taken from their greater market share due to the numbers of
patents registered by the company.
3.4 Threats
The basic threat to the company is facing competition within the field of
cosmetics brands. Because of the keeping going addition in the products,
there’s the danger that some other brand may take the profit of L’oreal.
Other threat to the company is different economy. Because most of the
products are only within the reach of the people of developed countries but
some how L’oreal solve this problem they make products for the people of
under-developed countries also. Thus the L’oreal company produce the
product of best of it line even people may tell that their products are not upto
their basic needs and would reject to buy the L’oreal product.
PEST Analysis
Each and every company must follow some strategy for their existence and
growth in the business. So, that’s why L’oreal also follows the Pest analysis
because they believe that it may have some impact on the company’s present
and future.
Political Analysis
Political factor always make effects the business specially during the period of
elections. Every government make different strategies and rules regulations so
it really makes effects the business because it is not easy to adapt that
changes for the whole business so that’s why even sometimes company have
to bear the great loss.
Economic Analysis
The economy measures the strength of the policy to support the business
cycle and specially in the period of recession. In terms of economic growth it is
necessary to create business environment more attractive in which business
can be fully establish and grow.
Taxation law always effects to the way business is conducted.
Social Analysis
The today’s young social factor is quiet diverse. To being in the market every
business needs to examine customers demand, their buying pattern and must
be innovative. People wants to be more socially aware and concerned about
environmental and ethical issues. Females are particularly influenced by social
issues as environment or community related.
Customers are very conscious about their image. They have different opinions
so they will look for different brands that really suits their personality and also
reflects current fashion. The society is more complex and diverse therefore the
people likely to adapt diversity in their life.
Technological Analysis
These days usually companies compete at global level so that’s why rapid
development comes in the technology.
It is an ability of an organization to adapt and use latest technological
advanced software’s for the sake of security as this security can reduce the
different illegal working behaviour such as fraud, shop lifting, misconduct and
so on.
Company marketing Strategies
Customer Satisfaction
6.1 (Product)
The L’oreal group is known for their regular improvement in their quality of
their product and services which they provide to their customers. Their
products are stylish and according to the latest fashion trends. Though
provide a wide variety so their products are available in reasonable range to
luxurious too. So, they always give customer satisfaction.
6.2 (Price)
L’oreal is famous throughout the world for setting the fashion trend. So, the
price of their products are also caters according to the demand and budget of
the customers from young to the aged ones.
Target Market
L’oreal has rapid growth in his business and keep focus on the new target
market. It is leader in fast fashion world and quickly turned according to the
demand of the customers ant their traditional strategy to existing leader
market. Since 1990 their sales always double every year. To attract new market
and also hold the established customers they always come with something
new and different. They also target on their little competitor because some
how these little companies effects their business they want to take over that
companies.
12. Conclusion
L’oreal is a well known brand around the world
and easy to get it across the world. It sets the fashion trend.
With the passage of time they increases its strength and reduces the
weaknesses.
The company very much emphasis on the advertisements to keep its name in
the public.
L'Oréal Marketing Mix (4Ps)
Strategy
Marketing Mix of L'Oréal analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the L'Oréal marketing strategy.
Product
L’Oreal has a portfolio endowed with international standard of brands
covering a wide range of products while satisfying the needs of every
customer present in any part of the world. All its products pass the
international standards of testing. The company deals in activities related to
cosmetics, skin care, hair color, make-up, sun protection, hair care and
perfumes. In India, L’Oreal operates through four different divisions that
are as follows
Active cosmetics include brands like Vichy, Inneov and
Sonaflore.
Luxury products include brands like Diesel, Ralph Lauren
and YSL.
Professional products include brands like Technique, Matrix
Essentials, Mizani and Kerastase.
Consumer products (personal care) include brands like
Ombrelle, Maybelline, Essie, Garnier, Magic and Colorama.
L'Oréal Price/Pricing Strategy:
Below is the pricing strategy in L'Oréal marketing strategy:
L'Oréal is one of the leading global cosmetic brands.
The consumer products division brands are distributed in retail channels
making it available to the mass market. As a result they earn huge profits
from this division. The professional products are available at salons
worldwide so when a customer visits these salons they are ready to pay for
these products as they are not priced very high. The Luxe division products
are available at supermarkets, cosmetics stores, own brand outlets and even
online. However, these products have a premium price and customers are
even ready to pay a premium for these products owing to quality and reliability
over competitors. L'Oréal prefers to maintain value based pricing strategies
for most of their products. L'Oréal is trying to price the products in India
comparable to those worldwide by increasing the number of stock keeping
units. L'Oréal always brings about innovations across their various product
divisions thereby penetrating the market with different price levels. Thus, the
pricing strategy in the marketing mix of L'Oréal is based on premium pricing,
competition, geography served and product demand.
L'Oréal Place & Distribution Strategy:
Following is the distribution strategy of L'Oréal:
Based on their different product divisions their products are made available to
the customers worldwide. L'Oréal also makes sure they have vast distribution
networks to enable a strong market presence. They have acquired many
different companies worldwide to make increase their brand presence. Over
the years, L'Oréal has grown and is now present in 130 countries in 5
continents. Each of their products are available at department stores, retail
outlets, pharmacies, salons, cosmetics stores, own brand boutiques and even
e-commerce websites. L'Oréal has its own subsidiary here in India with a
manufacturing plant in Pune with the most efficient distribution channel and
workforce. L'Oréal has trained over 30,000 hairdressers in 300 salons in India
in the use of its products. Specially, in India L'Oréal have occupied spaces in
malls and retail stores to popularize and sell their brand.
L'Oréal Promotion & Advertising Strategy:
The promotional and advertising strategy in the L'Oréal marketing strategy is
as follows:
L'Oréal being an international brand has its promotions done at various levels
in different countries. They also have a very strong ad slogan “Because we’re
Worth It” with a strong message to attract customers. The brand has an
aggressive marketing mix promotional strategy. Attractive models are their
brand ambassadors like Jennifer Lopez, Naomi Watts, Cheryl etc for various
campaigns all over the world. In India, Aishwarya Rai Bacchan, Sonam Kapoor
and Katrina Kaif are L'Oréal brand ambassadors and international face for
most of their TV, print and digital advertisements. L'Oréal even use word-of-
mouth marketing strategy which has become viral especially in India.
L'Oréal also have various CSR commitments like :
• Project CARE which cultivates citizenship by performing various social
welfare activities in areas like Child Education, Health, Safety and
Environment.
• YOUNG WOMEN IN SCIENCE in partnership with UNESCO to help young
women to achieve their dreams and aspirations of pursuing careers in
science.
• BEAUTIFUL BEGINNINGS with the objective of providing skilled training to
uneducated young women from disadvantaged sections of society to help
them either start their own salons or be a part of existing beauty salons thus
making them more economically secure
With all these promotional activities and campaigns L'Oréal has managed to
acquire a huge market in India and the world. Hence, this covers the
marketing mix of L'Oréal.
STP
1.1.1. SEGMENTATION AND
TARGETING
Pride and Ferrell (2010, p. 161) de ne segmentation as separating a market
into segments with speci c
needs, characteristics, and behaviour that may be targeted by distinct
marketing strategies. It could be
seen that L'Oréal segments its customers into various groups. Firstly, using
demographical segmenta-
tion L'Oréal attracts people of different gender (women and men), age (young
and older), and race
(diversity) (L'Oréal, 2015b; Brassington and Pettitt, 2006, p. 423) by offering a
complex product port-
folio (L'Oréal, 2015b; The Statistics Portal, 2015) of 32 complementary brands
among 5 divisions and
5 product lines. This way, a large number of people could nd a suitable
cosmetic product to t their
demands. Concerning the psychographic segmentation, the Group attracts
different social classes by of-
fering products for both the middle class (the consumer product division
products) and the upper social
class (L'Oréal Luxe division products). Additionally, L'Oréal attracts people
of different personalities and
lifestyles, which includes travel retail consumers purchasing in duty- free
shops or natural cosmetics lov-
ers (L'Oréal, 2015b). This way, customers' buying behaviour might be
stimulated as clients can self-re-
ect in the beauty products. Regarding the behavioural segmentation, L'Oréal
groups customers based
on the bene ts they demand from the products. For example, within the
skincare business segment,
these might be people seeking products for anti-aging, cleansers,
moisturisers, anti-imperfections,
and others. Overall, one can conclude that the use of multiple customer
segmentation bases is due to
the actuality that the customer target group of L'Oréal are a mix of
demographic, psychographic, and
behaviour segmentations.
1.1.2. POSITIONING AND DIFFERENTIATION
Kotler (2000, p. 32) states that positioning is the key bene t of the product that
the target customers
have in their mind. Concerning L'Oréal, its large brand portfolio demands a
distinct positioning for each
brand of the Group, which could be seen from each of the brands' positioning
messages. For example,
two L'Oréal's brands are competing in the same product division, where Garnier is
well known for natural
ingredients and strong scientic research (L'Oréal, 2015e), while Maybelline New
York (L'Oréal, 2015f)
stands for glamour, New York energy spirit, and innovation, could demonstrate the
distinctive positioning.
Therefore, L'Oréal focuses on a differentiation strategy by highly differentiating its
products as a result of
the many market segments. Consequently, in customers' minds the L'Oréal Group
is positioned as a cos-
metic leader with products of high quality, care, and effectiveness (L'Oréal, 2015b)
among the large brand
portfolio. As an example, Lancôme products carry the unique characteristics such
as elegance, sophistica-
tion, and complementary skin care. Additionally, de Vries, van Helsdingen, and
Borchert (2012, p. 107)
state that positioning needs to be clear and differentiated to ensure a strong
connection with customers,
where also its repetition is crucial to stick in customers' minds, which was not the
case for Garnier and
Revlon who due to a weak positioning, failed in China (Masidlover and Burkitt,
2014). They also imply that
other L'Oréal's brands targeted a niche market to obtain strongermarket positions
than the mass labels
Csr
Medium: Mag the weekly
It is a fashion beauty magazine that publishes everything related to beauty and fashion. As
loreal is a beauty brand and also associated with fashion so this medium can be an effective
way of delivering message and publishing our ad.
Budget:
First of all bugdet will involve the set up cost that loreal will pay to the advertising agency.
Advertising agency: Mullenlowe Rauf
The MullenLowe Rauf Group is a unit of MullenLowe Group, a creatively driven global
network of distinctive agencies in more than 65 markets worldwide. The MullenLowe Rauf
Group is a “hyperbundled” agency, integrating disciplines from brand strategy to creative,
digital marketing, media planning and buying, mobile marketing, public relations and social
influence, design, CRM and performance analytics. From Lintas to Lowe & Rauf. They are
an advertising agency with a heritage as rich as Pakistan’s.
Charges:
Magazine publication cost: Rs 55000 to 65000.
Target Audience:
For CSR ad our target audience is women as the social issue that we are highlighting is
related to women that is "Cosmetic surgeries". That is why we are publishing our ad in the
beauty magazine because we are targeting women. Women now a days spent lacs on these
surgeries and bear pain and face many side effects and failed surgeries too.
Idea:
The idea of csr based print media ad is "cosmetic surgeries". Many women are trying to
change their natural beauty into artificial designed beauty. This is immoral to not beliveing in
oneself which creates complexes in other people. People start to enlarge their lips, shape their
face, their cheeks etc with creates inferiority complex among other people instead of
providing people with artificial beauty we should enpower them with what they are created
with and make them believe that natural beauty is worth it. Our ad is basically designed to
condemn the wrong standards of beauty that our society has built. People them start spending
lacs to shape their selves to look beautiful. Our society and encraved some beauty standards if
we fulfil them then we are beautiful and to meet that societial criteria we adopt this way of
cosmetic surgery which are really painful. All the message we want to deliever is that " Have
no fear of perfection" everything you have is worth it.
Medium: social media (Facebook)
We have chosen this medium for our ad because alot of percentage of our young
generation spend time using facebook so that is why it is an effective medium to
convey our message to our targeted audience.
Target audience: Our target audience for this internet based ad is the young
generation. We are targeting young generation because they are the generation
which is spending alot of time on the screens and internet. The ad that we have
designed is based on" social anxiety" that is caused among young generation due to
over usage of technology.
Budget:
Advertising agency: mullenlowe rauf
The MullenLowe Rauf Group is a unit of MullenLowe Group, a creatively driven
global network of distinctive agencies in more than 65 markets worldwide. The
MullenLowe Rauf Group is a “hyperbundled” agency, integrating disciplines from
brand strategy to creative, digital marketing, media planning and buying, mobile
marketing, public relations and social influence, design, CRM and performance
analytics. From Lintas to Lowe & Rauf. They are an advertising agency with a
heritage as rich as Pakistan’s.
Charges:
Idea:
The idea of our ad is based on "Social Anxiety" . Now a day our new generation and
youngsters spent alot of time on social media and use techonology so much. This a
a very serious societal issue that should be discussed but yet it is ignored. This issue
is causing huge generation gap.Social media and mobile devices may lead to
psychological and physical issues, such as eyestrain and difficulty focusing on
important tasks. They may also contribute to more serious health conditions, such as
depression.The overuse of technology may have a more significant impact on
developing children and teenagers.
Psychological effects:
Overuse or dependence on technology may have adverse psychological effects,
including:
Isolation
Technologies, such as social media, are designed to bring people together, yet they
may have the opposite effect in some cases.
A 2017study in young adults aged 19–32 years found that people with higher social
media use were more than three times as likely to feel socially isolated than those
who did not use social media as often.
Anxiety and depression
According to many researches it was found that people who spent excessive time
using technology were more depressed and feel lonely.
Use of more technology can cause the gap in generation and family.
This can also cause physical issues like
Eye strain
Poor posture
Sleeping issues
Reduced physical activity
This message is actually delievered to youngster to convey a message that a person
who spend alot of time on technology is in real alone and creates a gap in people
around us.
Promotional program situation analysis
External factors
An analysis of the existing situation with respect to the market indicates that there are
various major players in the market that has resulted into stiff level of competition within the
industry. There are various companies offering different kinds of cosmetics targeting different
customer types. The situation with respect to cosmetics dealers in the industry implies that
different sellers are targeting different customer types .There is higher competition level in
the industry and branded companies. The situation is therefore highly difficult for the
skincare companies to penetrate the existing market.
Environmental Analysis
The environmental analysis through Porter Five Forces model is performed as
follows:
Bargaining power of buyers: The bargaining power of buyers is significantly
higher because there are various cosmetics brands available and this
provides them with the opportunity to select from a wide range of cosmetic
products.
Bargaining power of suppliers: The bargaining power of suppliers has been
relatively less because of large number of global cosmetics provider along
with various small players in the industry (Tuan, Michel, and Muthukrishnan
2002).
Rivalry among existing Firms: The firms providing cosmetics are many which
lead to huge competition among them. The major competitors of L’Oreal
include MAC, Maybelline , Revlon , Dior , and many more.
Threat of substitutes: The threat of substitute is higher because there are
various products being available that could be utilized.
Threat of new entrants: The threat of new entrant is higher because there are
existing global players that have higher level of significance in the industry
and they have well established reputation that makes it difficult for other
players to make significant impact (Aaker and Joachimsthaler, 2000).
Competitor Analysis
An analysis of the competition level in the industry implies that there are various
global players in the industry that have significant level of reputation and presence.
The major competitors within such industry are Procter & Gamble, L’Oreal Group,
Unilever Group, Avon Products, MAC, Maybelline , Revlon , Dior ,and many more.
The existence of so many players at the global level poses significant level of threat
in the form of higher competition level within such industry.
Customer Analysis
Cosmetics are the essential daily care products that are used on day to day basis by
customers. With the increase in the number of companies providing cosmetics and
higher competition levels, there are various such variants of cosmetics being
available in the market. The customer expectations have increased significantly, and
they look for different variants. Because of such higher customer expectations levels
from cosmetics, they are categorized has highly demanding. With respect to the
customers of L’Oreal, they have higher level of expectations from the company.
Internal factors
Loreal spent almost $9 billion on promotion. Figure below demonstrates that L'Oréal uses all of
the tools, which could be great potential to attract different target groups; however, the analysis
reveals some criticism.
With regards to L'Oréal, it could be assumed that firstly through promotion and
branding, customers are aware of the product's existence yet do not know anything else.
In this case, L'Oreal needs to heavily advertise to enhance the product's promotion. Then,
the customers know about its benefits such as the composition and price, and they might
show their initial interest, and thus develop a connection. In the next stage, the customers
prefer the product to other goods. This might be boosted by in-store product testing,
which further assists with convincing customers of the product's purpose over other
products. Finally, using discounts, in-store advice from personnel, or perhaps the
product's availability, pull the customer to purchasing the cosmetics. bringing the
promotion towards clients. Therefore, L'Oréal informs customers about the product, how
to use it, or perhaps how to achieve the desired look made by the makeup product.
in 2014, the company further opened large numbers of dermacenters worldwide. Thus,
one could see that L'Oréal is utilis-ing its distribution channels to satisfy more customers
as these move across channels, which could further strengthen its com-petitive advantage
L'Oréal is developing new products as well as product variants, and complementary
products to its existing product lines in ex-isting markets through continuous innova-tion
(L'Oréal, 2015b). This might be due to the fact that Winter (2014a) mentions that the
selection of beauty products is increas-ing to satisfy the consumers' needs, thus for
example, the beauty director advises that companies may develop 2-3 shadows darker
choices for their make-up products.
For L'Oréal, digital marketing is a relatively new area, yet it has realised that
digitalisation is a crucial aspect in its success. Consequently, in 2014 it increased its
spending on digital media by 15.7% from 2013. 37MANAGING MARKETING
REPORT ON L’ORÉAL GROUPCRIS Bulletin 2015/01The following chapter inspects
the extent L'Oréal utilises digital marketing and highlights the bene ts for companies as
it could be assumed that the trend of TV and print promotion is diminishing, while digital
marketing is developing rapidly. As Ryan (2014, p. 12) mentions, digital marketing is
not about under-standing the technology, instead one must understand the people and
their use of technology to build lasting and equally ful lling relationships. Therefore,
digital marketing provides the ability to target speci c segments using the appropriate
tool and message.2. DIGITAL MARKETING2.1. COMBINATION OF
MEDIAHowever, it may be assumed that not everyone has easy access to technology, for
instance, elderly people. Also, the Internet might be limited by speed or accessibility (for
example, proxy restrictions in China). Henceforth, if L'Oréal employs a digital marketing
only, it is likely to be missing on some customer seg-ments. For this reason, and because
it might be hard when its products are not entirely online, the Group does not completely
switch to digital marketing. Instead, it uses a mix of digital and promotional tools to
follow both the younger people's trend of digitalisation and to keep the middle aged and
elderly custom-ers, who might prefer the more formal and traditional printed promotion
instead. This way brand aware-ness is maintained among the wide customer portfolio.
Digital marketing: L'Oréal Official Website ,E-mail Marketing, Social Media,
Mobile Marketing. Through its approach towards digital marketing based on adaptation
of its innovative ethos, multi-brand, and multi-channel, it aims to connect with clients
through emotions, engagement, and experiences
As one could strongly believe that younger consumers of cosmetics do seek trends and
advice on the Internet, the Group is increasing its social media (Facebook, Twitter,
YouTube, Instagram), which allows customers to stay updated, informed about the news,
and raise their viewpoints. Moreover, the beauty bloggers that L'Oréal works with
(Neff, 2013) try, evaluate, and share the Group's cosmetics with their followers. These
both contribute to the brand awareness among the younger ones. Correspondingly, new
mobile applications enable people to try products and see themselves in real time without
wearing them (Winter, 2014b), match nail colour with their out ts (Howarth, 2014), or
watch online diagnoses, advice, and video tutorials (L'Oréal, 2015b). Thus, customers
are entertained and educated (Howarth, 2014).
L'Oréal strengthens its customer relationship marketing strategy by pursuing agencies
managing their CRM (customer relationship management) databases, which according to
My Customer (2007), pri-marily increase customer loyalty and decreases churn. For
instance, in the UK one of L'Oréal's agencies creates and runs a database which involves
collecting data, designing the database, its creation, and analyti-cal examination leading
to enhanced segmentation of the market
customer loyalty is a powerful competitive benefit for a brand; thus by the loyalty
programmes L'Oréal follows the customer relationship marketing strategy as well.
L'Oréal offers through its retailers. Additionally, the Group could consider offering
exclusive products, which would provide selected customers with prestige, exclusivity,
and access to special products and services. As these customers would be talking about
this programme, people would like to be part of it. Eventually, this could satisfy
customers and keep them loyal.
L'Oréal sends directs emails to customers based on purchase history. L'Oréal could
consider engaging customers into entering its website where they can register, and in
return complete a questionnaire providing the company with feedback and
customers are able to enjoy better customer service. Again, this way satis ed
customers might more likely speak positively about the company and remain loyal
for longer
Radio Ad:
Defined by no man you are your own story blazing through the world turning history into
herstory.
To all those women
Their power
Their ideas
Their stories
You are both war and women no one can stop you
Get up and change it yourself
Dare to go red with loreal new matte lipstick range because you all are worth it.
Idea and target audience:
These are lyrics of our radio ad in which we have targeted the young and abused women of age
17 and onwards that it is time to raise your voices against violence of your rights and being
sexually abused by any men. It is time to show the world and all those men that you are strong
your thoughts, your vision, your ideas your passion is strong enough to change the mind set of
most people and specially men. Women can do anything they want they have voice they can
speak and they will speak! Most of the girls are not allowed to put red or bold color lipsticks by
saying that they aren’t married and its not their age to put bold colors on the lips. We should
change this mentality and let women and young girls do what they want to.
Channel and time:
We will on air this ad on FM 106.2 and FM 103 lahore stations at 9 pm and 3pm.
Budget:
The budget which we have estimated is for FM 106.2 the rate is Pkr 4100/min it’s a 2 min ad
then its price will be Rs.8200. And for FM103 the rate is Pkr2400 then it will cost us Rs. 4800.
First Print media Ad:
Idea and target audience:
In most of the ads, we see a celebrity endorsing a shampoo and showing their silky hair and
advertising such a product which is totally out of the box as we all know how much and how
costly treatments these celebrities took. In our ad, we have shown a monster of hair fall running
out of the hairbrush this will help in getting the sight of the customers for a second or two to see
what is this thing as our actual message is creative not like the one we mostly see in hair fall-
related products advertisements. This print media ad could be used for any age group because we
haven't used any model in our ad and it can be used generally for any age group.
Newspaper or magazine and Budget:
We will print this ad on page no.3 of Daily Dawn Newspaper on Monday, Wednesday and
Sunday the weekday rates for Dawn are Pkr 1320 per col/cm and for Sunday rate is Pkr 1738 per
col/cm. And of Daily JANG the weekday rates for JANG will be Pkr 1710 per col/cm and
Sunday newspaper will cost us Pkr 1970 per col/cm. We will also print this on Fashion Central
magazine at opposite inside back page which will cost Rs. 40000.
Second Print Media Ad:
Idea and target audience:
In this ad we are targeting women of age 18-60 that if you want to put red lipstick or any other
bold color lipsticks you can wear it no matter what is your age if you want to you can no body
will judge you on your lipstick shade and color. Its your will and passion about it. You can wear
matte bold colored lipsticks from Loreal new matte lipsticks range.
Newspaper or magazine and Budget:
We will print this ad on page no.3 of Daily Dawn Newspaper on Tuesday, thursday and Sunday
the weekday rates for Dawn are Pkr 1320 per col/cm and for Sunday rate is Pkr 1738 per col/cm.
And of Daily JANG the weekday rates for JANG will be Pkr 1710 per col/cm and Sunday
newspaper will cost us Pkr 1970 per col/cm. We will also print this on Fashion Central magazine
at opposite inside front page which will cost Rs. 40000.
TVC Ad:
Idea and target audience:
Domestic violence is, in many ways, a quiet epidemic. Though in plain sight, victims are often
invisible, fearfully denying their situation and hiding behind the facade of a happy home. Our ad
will show that females hiding their scars from makeup should also raise their voices against
domestic violence. Our ad will be in complete silence with a piece of emotional music as we are
using emotional appeal in this ad. The silence in this ad will depict that it's time to speak up.
Our
ad will be showing a female with scars and bruises on her face working in the kitchen. During
that, she receives a text on her phone saying
“ Hey! We will be right there in 30 minutes”. Reading this text the girl goes into her room and
start hiding her scars and bruises from the loreal base.
In the second scene of our ad, a female will be in her bedroom waking up in the morning with
scars and bruises on her face. She is getting ready for office and hiding her face scars and bruises
with loreal makeup. This scene also depicts that the girl is strong and independent but still not
raising her voice on domestic violence.
In the third scene, we will be adding some clips of domestic violence from all over the world
showing that this is a worldwide issue.83% of women who have been abused, choose to cover it
up and not tell anyone. Our ending will be also on black background with ending phrases.
Channel and time and budget:
We will broadcast this ad on ARY Digital at two different timings in the morning from 9-11:30
am the channel rate for per min is Pkr 150,000 it will be almost 3 min ad so it will cost us Rs.
450,000. And at night during 8:00-10:00 pm the channel rate for this time is Pkr 450,000 so it
will cost us Rs.1,350,000 for a 3 min ad. And on HUM TV we will broadcast this ad at 8:00-9:00
pm the channel rate is Pkr 767,033 and it will cost us Rs.2301,099. We will also broadcast this
ad on a news channel on DUNYA News the channel rate is Pkr 120,000 and it will cost us Rs.
360,000 for the time slot 8:00-10:00 pm. And for the time slot 11:00-11:59pm the channel rate is
Pkr 180,000 and it will cost us Rs. 540,000.
5. CONCLUSION AND
RECOMMENDATIONS
L'Oréal Group aims at offering beauty
product innovation to 1 billion new
women and men with regards to
their diversity; therefore the purpose of
the report is to critically analyse
L'Oréal Group's current marketing
and determine how it is going to
support it.
The analysis shows that a clear
positioning and differentiation,
improved publicity, obeying with
relevant
laws, and growing further through
market penetration could further
strengthen the brand's multiple cus-
tomer segmentation. Additionally,
despite the criticism, L'Oréal
signicantly emphasises on digital
market-
ing through its ofcial website, social
media, email marketing, and mobile
marketing. Yet, extra develop-
ment of the mobile applications could
be suggested. In terms of branding, the
Group's brands possess
different values and elements, yet all
together build a strong corporate brand
equity, which could be fur-
ther boosted by the overall experience
and brand extension. Moreover, based
on the analysis to improve
the current relationship marketing
strategies, L'Oréal might consider
engaging customers to be part of an
exclusive programme or to register
through its ofcial website; however
the Group might be required to
remove some in-company rules and
integrate CRM software training to
gain even more advantages.
Additionally, a coherent centralised
relationship strategy programme could
be recommended
