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Marketing - Research Paper Example

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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…
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Download file to see previous pages 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 ...Download file to see next pagesRead More
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