L ' Oreal 's Integrated Marketing Essay

Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.

Frontline documentary The Persuaders discusses the spiritual transcendence and emotional bonds brands can form with today’s consumers. A vast majority of brands use emotional branding as a way to attract consumers into purchasing their products. Emotional branding is an appeal to a consumer 's needs, desires and emotional state. Brands use emotional branding by presenting consumers with advertisements that will create meaning and identity. Emotional branding is not about what the product is, but what it means to consumers. Eyeshadow advertisements “The Blushed Nude” from Maybelline New York and “Colorstay” from Revlon present similar products that create distinct emotional bonds with consumers by presenting images of women with distinct emotional desires. Desires of love, independence, and strength give rise to consumers to find an identity and meaning within the advertisements.

The magazine advert manipulates women into believing this mascara will feminize the ordinary woman. It evokes women to want to mimic the model’s good looks, obtaining the most desirable and beautiful look, which exemplifies rhetorical appeals. While consumers are aware of the use of photoshop in advertisements, and the results expressed in the ad are unrealistic, the flawless supermodel still grabs the audience’s attention. They show Adriana Lima applying the Lash Stylist mascara, which is a clear example of logos. By seeing that, the viewer is going to think that if they wear it. Emotionally that would draw in a woman, especially the younger girls, because it is every girl’s dream to look like a celebrity. It is very smart on Maybelline’s part to use a celebrity in their advertisements, because it is a technique that will draw in more consumers to buying their

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

When organizations want to communicate value, they must determine what message strategies work best for them. Smart organizations determine a product’s unique selling proposition (USP), or specific benefit consumers will remember (tetxbook). An advertising slogan that I believe is particularly effective for developing a unique selling proposition, is L’Oreal’s "Because You're Worth It", which was written in 1973 when a social revolution and a new spirit of feminism was in full swing. The company is using television, radio, magazines and social media mediums to advertise its products.

Discuss what is meant by the term “customer orientation”. Illustrate with examples how companies demonstrate their customer orientation by reference to at least two elements of the marketing mix.

There are very few ads being circulated that show women containing strength and intelligence, not just beauty. The Always commercial was able to show all of these traits, and it is not the first time a feminine care product utilized a female empowerment approach; however, it is one of the few to have seen the Super Bowl spotlight. In a time where substitute brands have moved on to other topics, Always’ message remained focused on product performance. Judy John, the chief creative officer of the company, was quoted saying: “We set out to champion the girls who were the future of the brand. Girls first come in contact with Always at puberty, a time when they are feeling awkward and unconfident-a pivotal time to show girls the brand’s purpose and champion their confidence” (D & AD, n.d., para. 3). The advertisement showed that until society convinces them otherwise, girls grow up believing they are strong and capable of doing anything boys can do, and that the phrase ‘like a girl’ is detrimental to developing young girls. Although this advertisement displayed a powerful message for young girls, any audience can benefit from having seen it. People of varying races, ages, and genders participated in the demonstration of the ‘like a girl’ advertisement and it shows that there is a widespread commonality that people think this is an okay phrase to use. The message was received well by

This document represents The i-Fusions Consultant’s Report on BRITA. The company’s current business situation is analysed and various options for action considered. The report aims to identify a clear marketing strategy for Brita in order to address the current issues facing the company the associated falling sales.

Dior is one of the most famous luxury goods brands in the world therefore it is no surprise that the main themes of the commercial are elegance, wealth, and sex appeal. The majority of Dior’s customers are women who belong to an upper social class. In most countries around the world, the upper social class are the people that hold the most power and money in the society. The message this advert is trying send to women is that by using their product it will make them more elegant and confident, which will eventually help them attain a higher social status. The commercial is also aimed at an audience that is familiar with western pop culture and that is able to recognize that the two other women in the commercial are iconic Hollywood celebrities.

“Because I’m worth it” is a successful advertisement tag-line for L’oreal, Plenitude should ride on it, instead of creating a new identity.

The company that I selected is Johnson & Johnson and the product I will be writing about is Listerine. Listerine was originally marketed by Lambert Pharmacal Company later known as Warner-Lambert. In December 2006, Johnson & Johnson acquisition of Pfizer’s consumer healthcare division is what led to the manufacturing and distribution of Listerine for this company. The inputs put into making Listerine is Raw Materials, design, and the manufacturing process, with these inputs we will analyze them to see how the effect the production and cost of making and selling Listerine.

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

L'Oreal is a cosmetic company, which makes some of the world's biggest beauty products. L'Oreal's success story begins in 1907. It has been the market leader in the cosmetics and toiletries market since 2001 (Euromonitor 2005). Their products are sold in about one hundred and thirty countries worldwide. L'Oreal is divided into four categories - consumer products, professional products, luxury products, active cosmetics. They mainly focus on skin care, make-up, hair care and fragrance. L'Oreal includes some important brands such as Lancôme Paris, Garnier, Mabelline, Softsheen Carson, Matrix, and Biotherm. L'Oreal invests heavily into its research and development which gives them competitive advantage over its competitors.

We have chosen to build our strategy upon a focused strategy, since it allows a much more narrow approach towards the market segment. In this case we have chosen focused differentiation.

The pharmaceutical activities of L’Oreal are also handled by Sanofi-Aventis. These divisions and subdivisions ensure the quality that the L’Oreal Group offers to its customers. To further add to the enumerated strengths of the company, L’Oreal’s advertising strategy also plays a major part to its growth. Through adapting to the culture of their target market as the main tool of their advertisement, the Company brought L’Oreal products within reach of other women from different parts of the world.