Analysis of Marketing Communications
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Added on 2020-10-05
Analysis of Marketing Communications
Added on 2020-10-05
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Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3(A) Brief description of company it's product range and their analysis ................................3(B) Critical evaluation of marketing tools used by the Loreal and their effectiveness..........4(C) Strategic marketing communication plan with marketing theory and concept................7(D) Marketing communicating strategies with their effectiveness and development of plans12CONCLUSION..............................................................................................................................17REFERENCES..............................................................................................................................18
INTRODUCTIONMarketing communication refers to the procedure of communicating about company'sgoods and services to the consumers. The main purpose of this activity is to persuade peopleabout the existence of products that an organization is offering (Marketing Communication,2019). As there are variety of brands competing in the market this strategy is adopted todifferentiate one's product from the other. It can be considered as means of communicationthat provides information regarding specific brand and attract large number of customers. Itconsist of tools such as advertising, sales promotion, direct marketing and public relation. Theseare used by the company to help them in building a positive image in the eyes of customers.The organisation which has been chosen in the report is Loreal which was founded in the year1909 by Eugene Schueller and it's headquarters is situated in Clichy, France (Bacik, Gavurovaand Fedorko, 2015). In the following report topics which has been covered are brief description about thecompany and it's product's ranges, characteristics and the effectiveness of marketingcommunication tools afterwards marketing plan and strategy has also been discussed withinthe context of organisation. MAIN BODY(A) Brief description of company it's product range and their analysis Loreal is a famous French cosmetics brand whose founder was Eugene paul a frenchchemist it was established in the year 1990 and offers wide range of products in hair and skincare. For example in hair colour category variety of shades such as nude, burgundy, blonde,grey and many more are being introduced. This even provides different types of foundationconcealer lipsticks etc in order to fulfil the requirement of customers. The company hassuccessfully able to satisfy various sections of market. Even though the main target of thisbrand is women but it has developed products for men and kids as well. By satisfying thedemands of consumers it has able to build a niche for itself in the market (Barker, 2012). Lorealhas become an international brand as it operates in almost every country. It invest heavily in
research and development sector in order to keep up with the changing taste and preferencesof customers.(B) Critical evaluation of marketing tools used by the Loreal and their effectivenessMarketing tools comprises of advertising, sales promotion, direct selling, public relationetc. These are the means of promoting brand for the purpose of inducing customers to buy theproducts. It plays major role in increasing the awareness about the company's products in theminds of customers. The way organisation uses different strategy for the promotion impactshow people perceives the brand. Therefore it is important to adopt effective tools in anappropriate manner. Different types of marketing tools are discussed below in detail:-Advertising- It is a very common tool used by the companies to attract wide number ofpeople. This is the fastest means of reaching large audience through different channels such astelevision, newspapers, radio, magazines and hoardings. Loreal created effective advertising forthe promotion of brand using emotions rather than too much communication (Conway andLeighton, 2012). Sales promotion- As the name suggest this tool is used to promote the sales of productsand services. This helps in maximising the sales of goods and services through providingdiscounts, coupons, memberships to the customers. Loreal started loyalty programmes toenhance customers experiences with the brand. This strategy turns out effective as it leads toincreased loyalty and commitment from buyers.Direct marketing- This tool helps in communicating directly with the buyers.Organisation uses text messages, brochures, catalogues etc. Loreal provides information to thecustomers related to new discounts and other offers through e mails and messages.Personal selling- It is also one of marketing tool in which direct face to facecommunication between the buyers and seller happens. It is used for the purpose ofstrengthening relationship with the customers. Loreal has built positive image of the brandthrough it's effective customer relationship management.Public relation- This tool is emerging with as strong requirement for the growth oforganisation. Informing public about brand's new openings through organising events, pressrelease, public appearances etc. It helps in building strong image about the brand in the minds
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