Loreal is a cosmetics company, not an IT one. It´s a beauty giant that includes Garnier, Lancome, Maybelline, and other cosmetic companies. However, their marketing engagement is so high, that they were one of the first companies that applied and adopted programmatic advertising in their digital campaigns. They started experimenting with PA at 2014, but continued in a full way, which is described below.
Brands like L'Oréal are getting up to 2,000+% return on programmatic ad campaigns. (Think with Google, 2016)
The reason they first payed attention to PA was actually an attempt to remove one of their brands “Shu Uemura” (luxe make-up brand, created at 1988 by famous Japanese artist Shu Uemura) from sales in North America, because of low level
…show more content…
Using the Analytics data, it was possible to discover groups for which it´s relevant to remarket, and for which – to prospect the product. And after developing product awareness and consideration phases, they moved into the acquisition phase with help of distributed means of influence.
5. At the acquisition phase, with help of DoubleClick Bid Manager, Loreal Canada remarketed the line to its past website visitors, and offered either some particular product or an opportunity to win a full set of products to the ones who showed interest in the past.
6. They used DoubleClick Ad Exchange and Facebook Exchange.
7. The Shuppette campaign brought twice higher results, than was expected, within only 2 months.
From the official DoubleClick report on Loreal Canada case:
Goals
• Re-introduce and raise awareness of the Shu Uemura cosmetics brand in North America
• Drive North American sales of Karl Lagerfeld's Shupette collection for Shu Uemura
• Grow the Shu Uemura email subscriber list
Approach
• Used programmatic buying to lead prospects down the path to purchase
• Organized website audiences with Google Analytics Premium
• Leveraged a range of audience data in DoubleClick
• Bid Manager to buy paid media in display and social
In addition, the company had independent focus groups to help understand their consumers better. They have other brand they are trying to improve like Bethany Mota Collection, Live Love Dream, Tokyo Darling, Brooklyn Calling and Free State.
1a) In a short time, the young Chinese cosmetic market has become quite saturated with numerous firms. In order for Yue Sai to position its brand effectively, it has to draw upon unique strengths that others do not have. Madam Yue-Sai created Yue Sai with the aim “to create, produce and sell the very best beauty and skincare products that we can offer to Asian women and to the world…” The company started under her belief that the Chinese women had different standards for beauty and required specifically tailored cosmetic products. If Yue Sai under Cotyhad continued to build its brand under this positioning instead of focusing on distribution, the brand would be a far more prominent player in
segmenting customer groups. The psychographic segment variables include people with similar personalities, values, and lifestyles. The last of the segmentation bases of the U.S. consumer markets would be behavioral segments. These are actions a person takes in purchasing and using products and services. Some of these segment variables include outlet type, direct, product features, usage rate, user status and awareness/intentions. Once the segmentation of the market is developed, the second step is to group products to be sold into categories. One can then develop a market-product grid and estimate the size of the markets. A market-product grid is a framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization. 3 Steps four and five consist of using the segmentation will help to develop the target markets, which in turn will then lead to successful marketing actions. Successful segmentation depends on
It is needed to analyze customer behavior and preference data. To generate the necessary data and understand customers’ preferences, Harrah’s had to mine the data.
In order to address this question, the executive team under the leadership of Lual Bul will devote the first few months in office on community assessment and realignment.
The analytics software is the useful tool and great supporter for organization to reduce workload, increase the productivity and create competitive advantages. The analytics software helps organization knows exactly what customers want and their purchasing power, which will assist the company makes best decisions whether big or small every day. What is more, the analytics software works like an effective predictor, which will help organization look forward to the future scenario and make the best plan. Also the software is the key business enabler
Sales can mine the data to qualify prospects, use job titles to identify decision makers or locate companies similar to current customers. Discussions involving potential customers can reveal companies that are in need of your product or service, allowing sales to contact them earlier in the purchasing process and tailor the pitch to the customer's immediate need.
First, we will analyze the targeted customer and the proposition designed by each company to attract them. In this part, there is a description of each market target and how each company has taken advantage of each unique position in the industry.
Strength: Levendary has a very clear and unique business mode which is targeted at high level customer group. It has a very successful business in the United States. There are stores spread across the country. The high-quality food and hospitality service are becoming Levendary’s brand and reputation. The company is willing to dedicate themselves and build a culture of “delighting the customer.”
Apple is an American multinational company that produces computer software, cell phones, personal computers, and other electronic products for consumers. Some well-known Apple products include: the iPhone, the iPod, the iPad, and the Macintosh line of computers. There are many Apple retail stores in America, as well as overseas. “Apple software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system.”(What is Apple?).
Further Penetrate the Japanese Market: Currently, Japan remains SK-II¡¦s most attractive and proven market for this product-line. Having already established brand recognition, high awareness (+70%), and a loyal and growing customer-base (spending $1,000/year+), P&G should focus on further penetrating this market. Japanese women are among the world¡¦s most sophisticated users of beauty products, and per capita they remain the world¡¦s leading consumer of the prestige and multi-step offerings ³ SK-II¡¦s Japanese target market is well-defined and very loyal once acquired. Furthermore, having succeeded in Japan before with its ¡§Lipfinity¡¨ launch, P&G has existing distributor relationships and has viable access to these customers. Rather than investing heavily to enter new markets such as China or Europe, P&G can more effectively direct these resources to expand/extend the product-line and develop newer, profitable Japanese segments. P&G can also rely on its existing sales model and target the sophisticated and informed Japanese consumer by offering technologically enhanced products and systems such as: 1)
Part 2. How Business Analytics can be used to gain advantage in a competitive marketplace
A small group of people, considered to be representative of the target segment, invited to openly discuss products or issues at their leisure time in a relaxed environment. (Market Intelligence) This method is useful in providing a qualitative data. It is inexpensive to conduct, it
target markets with respects to that product. For this reason, in this report I picked
Market analyze is very important to get customers feedback. By gathering market data , market growth the organization will get to know about the competitors.