StudentShare solutions
Triangle menu

Marketing - Research Paper Example

Not dowloaded yet

Extract of sample

This plan deals with developing an online presence for Generation Y to create different marketing plans for the different brands within L’Oreal. Table of Contents Page No. 1. Introduction …….. 3 2. Issue Problem …….. 4 3. Analysis and Application …….. 8 a. Australian Culture …….. 9 b. Gender Role in Australia …….. 9 c. Social Classes in Australia …….. 10 d. Core Australian Values …….. 11 e. Target Market …….. 11 4. Application …….. 13 5. Recommendations …….. 14 6. References …….. 16 Introduction L’Oreal is one of the largest Cosmetics and Beauty Products Company and offers a big range of hair and beauty products with 23 global brands. With headquarters located in the world fashion capital of Paris, L’Oreal enjoys a strong global presence in more than a hundred countries (L’Oreal, 2011). L’Oreal has made a division within its product according to their target market that is consumer products, luxury products, professional products and active cosmetics. These product ranges cater to different kinds of consumers depending on their specific needs. Issue/Problem After analyzing the marketing campaigns of L’Oreal, a few issues have been identified that could be improved so as it increase brand loyalty within the Australian market for L’Oreal. At this time, L’Oreal is a multinational product that has to compete with other cosmetic and beauty products that includes both international products and national products. With a cosmetics company, brand loyalty can be quite advantageous as consumers prefer to buy products from the same company that they are satisfied. They do not wish to invest in new brands where they are not aware of the quality of the product. The reason is because all kinds of people are conscious about their skin and the impact of cosmetics on their skin. For this reason, brand loyalty is imperative for cosmetics and beauty products companies and this can be developed by effectively using consumer behavior theories to bring consumers to buy a particular product (Ergin, Ozdemir and Pariliti, 2005). But for this we need to analyze the marketing problems that are apparent in L’Oreal’s marketing campaign. When brand enter into new markets, they often face certain barriers when communicating with the new consumers. The core values of these consumers are often different from that of the previous consumers and sometimes even clash with each other. For this reason, local marketers are hired for the promotion of the brand keeping in view the new consumers (Boone and Kurtz, 2011). In the case of L’Oreal, marketers in all countries follow the international pattern of marketing. The products are advertised in almost the same manner in every country. This alienates the brand as an international brand. The consumers are more confident in investing in brands that appear friendly and act as their friend. L’Oreal has alienated itself through its marketing. The following example shows L’Oreal advertising in two different countries, namely Australia and Japan. Though one can differentiate through the language but consumers want to see faces they can identify with. L’Oreal advertising Japan L’Oreal advertising Australia Though L’Oreal is an internationally active brand, its presence in Australia leaves a lot to be demanded. As Generation Y is increasing its ...Show more


Running Head: MARKETING Marketing [The name of the writer will appear here] [The name of the institution will appear here] [The name of the Professor] [Course] Executive Summary L’Oreal is one of the most global recognized cosmetics companies that operates in more than 100 countries…
Author : tdubuque
Marketing essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research paper on your topic
with a personal 20% discount.
Grab the best paper

Related Essays

That is why Mc Donald’s and Starbucks have stepped in to fill this need. Both companies are of American extraction but have since spread their wings abroad. Both have adopted hugely divergent approaches to marketing which in both cases have resulted in huge success.
3 pages (750 words) Research Paper
Some of the well known brands are Apple Inc, Hewlett Packard, Acer, Dell, Toshiba, and many more catering to the various segments of the industry. Lenovo is a state-owned company of China. It was founded in 1984 to distribute the equipment made by IBM and other companies.
5 pages (1250 words) Research Paper
The role of effective marketing campaigns and use of proper marketing mix are very important in successful marketing of a product. Companies launch effective marketing campaigns and make a good use marketing communication tools to create awareness among people about the newly manufactured products and services.
6 pages (1500 words) Research Paper
The higher the sales of a company, the higher the revenue accrued. The process of moving the goods from the production to the hands of the customer is called marketing. However, marketing does not apply to the sale of goods alone. Services offering firm s and individuals also need to create an awareness of the type of services that they offer, which is referred to as marketing.
6 pages (1500 words) Research Paper
It is expected that in future a lot more companies would look to enter the market due the high level of attractiveness. However, for a brand like GSK or Red Bull the main barriers to entry would be economies of scale and strong brand loyalty. Overall the level of threat of new entrants would vary from medium to high.
10 pages (2500 words) Research Paper
It was founded in 1984 to distribute the equipment made by IBM and other companies. Lenovo has manufacturing facilities in Shenzhen, Shanghai, Beijing, and Huiyang in China and at Pondicherry, India and a center at Whitsitt, North Carolina. It
5 pages (1250 words) Research Paper
Pete McCarthy, the newly appointed Managing Director, is now in the process of sorting out major issues that the company is facing since last few years. Currently, Roast owns over 200 outlets across London and South East Locations. Pete does not want any overseas expansion right now but wants to expand on domestic turf.
7 pages (1750 words) Research Paper
In this paper, I will describe a purchase decision scenario that I have involved in, requiring extensive decision-making, and particularly describe the stage, among the five, that required more of my attention. In
1 pages (250 words) Research Paper
Knock-off products competition is an unethical practice because it involves production of fake products, which is against the norms and values of any healthy competition in any market. Furthermore, this practice injures both the original seller and the
2 pages (500 words) Research Paper
However, there is no one-size-fits-all approach to these ideas, as organisations must understand their background in order to determine the most suitable approach. Questions such as how do companies build strong brands?, which is the best approach for
8 pages (2000 words) Research Paper
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation