Chapter 16:Integrated Marketing Communications; attracting the Gen Yers

 As time and season change so do people and what might work a decade ago will not have quite the same results today. With that in mind, L'Oreal's immediate Integrated Marketing Strategy has strong emphasis on personal selling which is dominating other markerting strategy's. Also. L'Oreal use of print media such as " Harper's Bazaar ans In Style" magazine is a proven effective advertising measure for the company. However, L'Oreal is not making effective use of internet and direct marketing and it's ad' campaigns are not drawing in it's target ( Gen Yers). As a result, according to a report in articlesolve.com, L'Oreal's SWAT team uncovered the disadvantages not emphasizing internet and direct marketing.
 Moreover, L'Oreal UK is in the  process of revising it's Integrated Marketing Communication and the improve "IMC" will have advertisements that will entice the younger generation to shop L'Oreal's products. Also, internet and direct selling will be integrated more with the strong an effective personal marketing.
 L'Oreal is remaking it's Integrated marketing communications to fit the youngster, but as the popular proverbs goes "If it's not broken don't fix it" because in an effort to rejuvenate younger faces, the company might very well loose the more "mature" faces.

Chapter 10 : Product concept

"L'Oreal: The Beauty of Global Branding"

    According to an article in  Bloomberg's Business Week, L'Oreal tops the cosmetic market   for global branding and brand recognition. The cosmetic giant knocks its competitors out of the park globally with its "New York"  Maybelline brand, which women aredrawn to because it's marketed under " L'Oreal"   . This strategy produced by  L'Oreal Chief Executive Lindsay Owen-Jones, has resulted in " decades" of double digit" growth.The cosmetic giant has successfully defy the odds of global branding in comparison to it's competitors by  "conveying the allure of different cultures through its many products" 
Moreover, L'Oreal is a huge multinational company with  an extensive product mix ranging in brand from Garnier to- Redken to- Lancome ;  different names but they are marketed under  global brand "L'Oreal".
 

Chapter 18 : Sales Promotion

 

   With the economy at a deficit and customers' confidence dwindling, companies like L'Oreal implement creative tactics to ppromote sales. Some of the measures used are price mark downs' and free gifts for specific purchases. L'Oreal's marketers also set a time limit on date restriction on these "bargains" and as a result consumers purchase these products thinking they are getting more a "buck." Another measure proven effective sales promotion for L'Oreal is online sales and promotion. Online sales with free shipping for discounted items. This measure however comes with special entries such as a code or are base on amount purchased.



Chapter 17:Advertising and Public Relations

Chapter 17:Advertising and Public Relations

Does Youth Really Comes in a Bottle?

 

 

According to an online article, L'Oreal suffered "A Public Storm" in 2007 for making false claims against it's products.L'Oreal claimed that it's mascara endorsed by Penelope Cruz "will extend lashes up to 60 %," but like with "Air brushing" miss Cruz was reportedly wearing false lashes. You cannot turn on the television nor read a magazine with out seeing these lash blasting mascaras and creams that will supposedly reclaim youthful skin. Fortunately , the multinational company have a strong Public Relations team in place to handle damage control and restore public  confidence.

That scenario did not stop L'Oreal from using famous faces to advertise it's cosmetics. On the contrary, the company uses more celebrities to endorse it's products, since most women idolizes people like Beyonce  and Charlize Theron and want to look like them. Youth may not come in a bottle but L'O real sure knows how to make it look believable. After all everlasting skin beauty and youth can be yours ", because You're Worth it."

Chapter 15: Retailing- L'Oreal @ Target

L'Oreal is known as one of the leading multinational cosmetic giant. However,the company have a lot of catching up to do in the retail field, with only two retail stores; one in Beverly Center, Los Angeles and another in Westfarms mall, Connecticut. According to BNET.com, L'Oreal opened these two stores not to necessarily to become a part of the retail market, but to find out more about customers buying habit.

    Since L'Oreal's two retail stores are not in New York I decided to window shop at Target ( a popular discount store) to see how L'Oreal's price and promotion translates to the average buyer and who the companyis trying to trying to target in relation to the products on the store shelves.
Upon my visit to Target, I see a small selection of products on display in
comparison to the many different brands own by L'Oreal. Also, the prices are pocket friendly with mark downs.This shows that although L'Oreal is not involve in the direct retail process, the company influences the retail mix in relation to the reaction of customers.For example, L'Oreal's "Lancome" collection at Macys range in price from $59- $98,where Target has" Revitalift" for $11.99 after a $2.55 mark down. This shows that the prices are base on L'Oreal's target market, and merchants retail mix. Moreover, L'Oreal is definitely carrying out it's mission of beautifying the world
no matter their income level.Furthermore, L'Oreal should stick to manufacturing and leave the retailing to department / discount stores, because this approach might seem a bit discriminatory.Because I live in Brooklyn and shop at discount stores does not mean that I cannot afford "luxury" cosmetics. After all, everyone loves a good bargain especially in this market.

Chapter 6: Consumer Decision Making

 Companies like L'Oreal realize that consumers have different driving force that influence their buying habits which can ultimately "make or break" the success of  their businesses. L'Oreal's motto " Because you're worth it," not only adds to brand recognition, but also motivates and coax women into buying it's age-defying products. Inaddition L'Oreal skillfully incorporates "Because you're worth it in every promotion and on most products and packaging. This is an  ingenious motivational tool which L'Oreal has been using to coax women into buying a product with no surety of  results.After all who isn't worth it?