Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 Impact of digital environment on L'Oreal cosmetic industry.....................................................3 TASK 2............................................................................................................................................6 Comparing digital presence to stores presence in context to L'Oreal.........................................6 TASK 3............................................................................................................................................7 Planning for organising digital marketing activities for the L'Oreal...........................................7 TASK 4..........................................................................................................................................10 Evaluate, monitor and measures of digital marketing effectiveness........................................10 CONCLUSION.............................................................................................................................13 REFRENCES................................................................................................................................14
INTRODUCTION Digital marketing is number of digital tactics and channels which connectcustomersand company. The term digital technology which is used for promoting products and services through various modes through which customer can purchase product according to their needs and budget in effective manner(Chester and Montgomery, 2008).Thus digital technologies which includes internet, smart phones, advertisement and many more. Digital marketing is also known as online marketing or web marketing. This report is based on L'Oreal,the company founder is Eugene Schueller and which was establish in 1909. It is multinational company and its headquarter is in Clichy, Paris. In report it is mentioned about the impact of digital environment on organisation, challenges faced by digital marketing, digital marketing activities and which builds multi channels capabilities in organisation and measures, methods of monitoring digital marketing . Methods and plan to evaluate the effectiveness of digital marketing of organisation. TASK 1 Impact of digital environment on L'Oreal cosmetic industry Digital Marketing is a modern concept of marketing team of L'Oreal which promotestheir products, services and brands by using various digital channels by reaching end users. There are various digital channels such as websites, social media, mobile app and moreover sales as well as marketing. Its main motivation is to attract more customer andproviding best services to its customer in effective manner. Its aid is to develop customer relations by using electronic customer relationship management. In reference to L'Oreal the company marketing team uses digital modes to increase customer base and product services for enhancing their profit margin (Järvinen and Karjaluoto, 2015).Along with this in L'Oreal, environmental analysis identifies its competitors by using PESTLE analysis. Thus PESTLE includes different factors such as political, economic, social and technological. Hence it is been discussed in detailed below:- PESTLE Analysis of L'Oreal P- Political:Political factors which include policies, rules and regulation of government which are applicable on the organisations.In reference to L'Oreal they should follow government policies and rules of various countries through which various services and product can be delivered at global level. Moreover, it is a manufacturing company in Paris, so it is necessary that they need to follow rules and regulation of France government. It directly affects companies growth and reputation (Kannan, 2017). L'Oreal is asuccessfulcompany which has good digital presence
through social media and other networking sites due to which political issues can hardly affect its business. More over it is an international brand company and it includes various countries rules and regulation which is majorly time consuming. It has positive impact due to which new companies get influenced to enter into UK market of cosmetic industry. E- Economical :The economic factor which includes inflation rates, taxation, deflation and many more. The L'Orealhas developed its brand effectively and also made an effective growth in many countries. Those countries which are economical strong has political stability such company like L'Oreal can invest and made effective digital presence to enhance its growth in proper manner. Through which inflation rates which can balance and createhigher opportunity to establish strong infrastructure in various countries. S- Social :It includes values, cultures and beliefs of an individuals.In reference to L'Oreal it is necessary that information and data which is collected by company should be based on actual factsand the marketers of L'Oreal which need to create a positive advertisement and also conduct social media campaigns which encourage and inspire the customer to busy the products. The biggest opportunities of L'Oreal is that it is one of the international brand, because of which customerblindly trust in its product which ultimatelyincrease the sale of products andcreate large number of customer base. More over through this the impact on digital environment will be that L'Orealis one of brand which strictly follow all rules and regulations by which profit is created which will aid the company to work for the betterment of society. T-Technological:In referred to organisation technology which play an important role for growing the business in effective manner. In L'Oreal marketing team which uses digital marketing which aid to expand its business at global level and hence it attract the potential customer towards their brand and products by different advertisements . It aids to drive research work and innovation in their products design and packing which aid them to sustainin a competitive market. They created positive goodwill about their brands at international level. Hence now L'Oreal is working not only in offline but also expand its brand image digitally and it created a huge positive impact on the minds of customer towards their product quality and services (Karjaluoto, Ulkuniemi and Mustonen, 2015). L-Legal :It includes all legal laws which made positive impact on business operation and customer behaviour.The company L'Oreal is a successful companywhichis working in effective manner. It is necessary for the company to consider all legal provisions and laws which aid them to delivering right products to its customer, hence the opportunities for L'Oreal is that thiscompanyis making all products according to laws and regulation which does not harm consumer while using the products of L'Oreal. If the company work according to the laws and regulations then it can create loyal customers towards their brand which is ultimately create positive impact on digital
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environment and people will have trust on L'Oreal product which will aid to purchase their products which will increase the sale of products in effective manner. E-Environmental :The main motive is to follow global environment safety laws which makes planets beautiful on earth. In reference to L'Oreal which is concerned about its goodwill and working according to laws which does not affect the environment in negative manner. So itis opportunity for L'Oreal to compared their products with other rivals in cosmetic industry. L'Oreal product are eco friendly and it is also concerned about environment development that is whyless chemical component are used into their products because of which it increased customer trust of and brand image in a competitive market. Opportunities in Digital Environment:In cosmetic company L'Oreal which is best beauty company with various product and has great opportunities for expanding their business at global levelcompanyneedmakemodificationindigitalmarketingactivities.Theyuseddigital promotional activities like sub channels to expand their brand and product in a competitative market. Hence they can provide information by advertisement their products on social media, websites, which will able to grab attention of customers. Challenges faced in Digital Environment:There are many challenges which are faced by company in day to day operations. But major issues regarding digital environment is linkage of data of customers.L'Oreal which uses informations and data for improving customer quality products and to work effectively for growth of company .There are various software like Microsoft big data solution, Oracle big data solution and many more. The challenges which are faced by L'Oreal in digital environment which are as mentioned below:- Analysing the behaviour of digital consumers:In present world, customers uses digital media through they collect informations about various offers of products or services of different brands. In context to L'Oreal which generate new ideas and innovations in their products to attract potential customer in effective manner, through their new ideas and innovations which fulfilled the requirements of customer (Kierzkowski, Quade, 1996).The challenge which is faced by company is that many customer which does have much knowledge about products which the company is delivering, so for that product description which need to mentioned below the product image which will aid customer to avail information in appropriate manner. More over many consumer are still not aware about digitalonlineservicesandduetowhichproperinformationcantbegatheredfrom customers. Now a days marketers communicate customer through social media applications like Facebook, twitter and many more. Many people are not aware about these sites this is one of the big challenge which is faced by L'Oreal company in day to day operations. Rightteamallocation:L'Orealcompanywhichhasadopteddigitalmarketingfor
expanding their business as they have to allocate skilled and talented team at right place for collecting information about their products and services from their potential customer. The Team of L'Oreal uses modern marketing for enhancing their profitably and growth of business. The major challenge which is faced by company is lack of coordination among employees which affect the company growth and reputation. Impact of Digital Environment:New platforms are being created to deliver products and service to customer that is social media such as Facebook, Twitter and Instagram for promoting theirbrand. As per above mentioned PESEL analysisthechallenges and opportunities which is faced by L'Oreal company which impact the business growth and reputation. Hence this company is working internally and making their products according to needs and desires of customers and their product is eco friendly and less chemical added in theproducts. So digital presence of this company working effective and also connected large customer base through online services. TASK 2 Comparing digital presence to stores presence in context to L'Oreal Many companies which used various digital marketing techniques with this company can aid growth in their service and increase brand reputation.Various mode of digital mode is Facebook, Instagram and many more.Digital media is a best platform which aid customer to share their open opinion about the products and services which are going to delivered to them. They have power to give suggestions regarding to products and services, which will aid to improve their services and customer will be satisfied with its products. If the company which do not take feedbacks from customer whichwill directly affect customer growth and also affect goodwill of company. So it is necessary that marketing team which should make changes in tool and techniques in effective manner (Patrutiu, Baltes, 2015).More over company should resolve issues of customer and should make proper changes for growth of company and also make effective stepto resolve their quarries in proper manner.Thedifference between store presence and business presences which are mentioned below Store presence:TheStore presence means physical and tangible products which are kept in stores and customer which make decisions after analysing the product. The physical presence of products at stores which aid the customer to purchase according to their needs and demand of customer. In stores there are various brands products which are set to attract customers to buy according to their budget. L'Oreal products which sells aspirations and unique experience associated with their products. Hence those customer which are not knowledgable about social media they can buy products from shops and stores many times due lack of trust in social media people prefer to
purchase products from stores. More over L'Oreal being best in beauty and innovation also in technology which keep them best retail channels among all competitors of cosmetic. Digital presence:It means those products which shown in pictorial form in various websites and links through which customer can visit their online sites and customer can decide to buy products according totheirneed and demand. In digital presence user can buy products from one place which is convenient and easy to buy products. Hence L'Oreal is using online platforms to reach customer and professionals and also by using digital online platforms which will bring different messagesacrossthe world about L'Oreal products more over various channels which correctly bring different messagesacrossto different range of target groups. (Royle and Laing , 2014) As per above mentioned differenceamong digital presence and store presence is that customers is more convenient in offline shopping because trends and technologies have changed users are also convenient in using online products of L'Oreal. There are various tools and techniques for expanding digital marketing.In the present world, there arevarioustechniques by which digital marketing can be useful for customers as well as for company. In context to L'Oreal digital presence which aid customer to find a right products according to their budget and which is more convenient and helpful for both customer and company. TASK 3 Planning for organising digital marketing activities for the L'Oreal Digital Marketing Plan Executive Summary: Digital marketing plan which provides short synopsis of entire digital marketing strategy. It is been discussed about the issues that have emerged from situation analysis . The key objectives of digital marketing plan is to help business to achieve growth in effective manner. The main aim of L'Oreal company is to providebest qualityand safetyproducts to customer. The Vision statement of L'Oreal is to create value of its product among customer and sell the product who really deserves quality products. Mission of L'Oreal is that it do not only add value to its business but also improves skills of its employees in the organisation. Marketing plan of L'Oreal is made for only beauty and cosmetic products. Business Initiative– L'Oreal which is maintaining its brand image in effective manner in a competitive market which results to higher competition among various companies. It is difficult to make changes in function to their products which is carried out. L'Oreal is using traditional strategy which is necessary for them to adopt digital marketing media through which customer can be gained. Hence that is why L'Oreal which has adopted digital strategy for marketing their products
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which is luxury cosmetic division and active cosmetics divisions . Situational analysis Strength:The strength of L'Oreal is that it is an international brand, which has variety of products which are been offered to customer in effective manner. The customer of this company is satisfied with the brand and its quality. In the present world, digital marketing is playing an important role for development of business. L'Oreal is expanding its product on online websites which helps customer to identify a correct product according to their needs and budget (Ryan, 2016.) Active Cosmetic division: L'Oreal which make their products which is customised and which attract through online services customer can able to get knowledge about the products like haircare, skin care and many more division done according to customer requirements. Luxury Cosmetic division:L'Oreal expanding their business in online mode which provides different discounts on various luxury products and also cash back positions for higher purchase of prices which encourage customers to buy the products of L'Oreal. Hence through this strategy company easily increase their profit margin in effective manner. So digital marketing play an important role for developing the business. Weaknesses:The drawback which can be seen about the company is that there are lack of skilled and professional labours so that is why in past records of L'Oreal, the brand cant able to adopt digital marketing hence due to lack of workforce and more experiences worker. It is biggest problem that is faced L'Oreal. Active Cosmetic division: The products which are customised according to needs and demands of customer. L'Orealproducts are high quality and expensive and most of the individual which can not able to afford the products. More over many people are also not aware about knowledgeabout online applications. Luxury Cosmetic division: Products of luxury cosmetic division of L'Oreal which has branded and has luxury product items hence every individual cant afford the products due to high prices. Opportunities:L'Oreal has captured large number of customers which aid this company to increase theirprofitabilitymore then that it has big opportunity to expand its business at global level. That main reason is that the company has number of customer base which has trust towards this brand and its product. Along with this people can also find L'Oreal products better then other rivals which are present in competitive market. Active Cosmetic division:The products which are available offline and online of various brands with different design and packaging which attracts customer. There is a tough competition among various competitors in cosmetic industry which are present in the market place.
Luxury Cosmetic division:In some of the cases some of Luxury items which high cost and many customers which cant buy the products so atthattime many company strategy is to adopt discount and cost cutting strategy. Threats:Each and every company has competitors and has threats in the market place. So L'Oreal is also having rivals from other firms which is dealing in same sector and in same industry. The main problem is that other competitor companies which has been adoptedsame strategies for promoting their products. The main competitors of L'Oreal are Nivea, Lakme, Maybline, Huda beauty etc. Active Cosmetic division : In cosmetic different brand and their products is differentiated according to customer purchasing power capacity. So many competitors which make such products according to customer need and demand. L'Oreal are which making innovating products according to customer need and demand. Luxury Cosmetic division: In Luxury items of product there are many users who use branded and expensive products so for them high quality and high price products need to made. Targeting customers as well as market– L'Oreal companyheadquarter is in France which render various service in different countries, So that they can attract more customers with different product offers. Clients of L'Oreal are explored the whole economy through digital marketing. They adopted this strategies in previous year. It was time consuming and not easy to adopt digital marketing tools for better effectiveness. The strategy that people read about each and every new product of L'Oreal which is possible, when news is displayed on digital media which mostly people use in their daily life. L'Oreal itself is brand and international company which is running their business in all over world. They majorly modify their products and innovate according to customer need and desire. L'Oreal mainly focusing on teenage and adult girls and women which are found of cosmetic products (Smith, 2011).The strategies which are adopted by L'Oreal company isthateach and every products of L'Oreal which is launched according to potential customer buying behaviour. In active cosmetic division many products are according to customer need and demand. Budget strategies– Digital marketing which aid to increase profit margin and also helps L'Oreal to maintain their price. Hence this company which do not pay higher cost as it is their strategy because they use price which are moderated and customer which can afford their product easily.Whereas budget is mainly used for hiring experts and professional in their company because they have knowledge about company and concept of digital marketing.They also required sufficient investment funds which is around £30000 by providing training facilities to their employees which will ultimately increase the performance of worker in effectively manner. Hence these are some of strategies which aid company to differentiate their active and luxury products according to customer need and demand.
Marketing Strategy– Company like L'Oreal which uses marketing strategies, that is existing product and which are sold in the existing market. Thisaid to gain higher market share.By adopting this strategies L'Oreal which can able to attract large number of customer in effective manner.Consumers which are provided to existing with new luxury cosmetic products by L'Oreal their demand is product which suits them. By increasing higher price from theircompetitors can also gain higher profit margin the main reason is that they have captured the minds of customer and satisfied with high quality product and services.Therefore, this market strategy they can easily gain large number of customer and aid to enhance their market share. Marketing channels– Marketing channels which is used by L'Oreal by various digital media tools like Facebook, Instagram, Twitter and many more. It creates an effective relationship among their potential customers (Stephen, 2016).Digital marketing is an important tool ofwhich helps L'Oreal to update their varies products and informations on their websites on various digital channels through which customer can easily be attracted towards their product offers.More over this will help customers to give their views and opinions towards the products which they are using ofL'Oreal brand and through customer feedback they can able to improve and make changes in their products (Taiminen and Karjaluoto, 2015). As per above mentioned various digital marketing tools which aid to organise L'Oreal to improve their products according to customer need and desires. Hence by using social media tools L'Oreal can expand and capture large number of customer from various countries, states and regions. Ultimately they can gain more profit in effective manner. More over active and luxury cosmetic products can be differentiated in online and offline services also. TASK 4 Evaluate, monitor and measures of digital marketing effectiveness To evaluate effectiveness of digital marketing there are various methods which are adopted by L'Oreal company. In reference to L'Oreal in terms of luxury and active cosmetics division, some of methods are mentioned below: Evaluation of effectiveness of digital marketing:There are different strategies which are used by L'Oreal in their operational activities which aid them to run their business smoothly. It is necessary for company to use various strategies according to market condition. In context to beauty and cosmetic industry it is driven to several ways: Examining the objectives and goals of L'Oreal through digital marketing:This is one of important part of company that is to identify objectives and goals and objectives of business. In the initial stage it is necessary that firm is need to develop their strategies to attain their goals in effective manner. There are different ways by which L'Oreal can achieve their
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objectives by using digital marketing tools, which are been mentioned below: Large number of customer they pursue L'Oreal on various social media channels in internet site, websites and many more. Positive and negative feedbacks of consumers which are there in L'Oreal website and through these reviews L'Oreal can innovate and modify their products, hence through which objectives can be achieved ultimately. Hence through these measures digital marketing which can enhance.Through customer feedback company can make changes in product packing anddesignwhich also createpositive impact onL'Orealusers. Whennew customers visit websites of the company, they can go through the past reviews and analyse the inclusion of comments that have been provided by the long term buyers. If company set their goals and objectives earlier then it is difficult to analyse the target customer needs and desires, So for modify with different strategies it is essential for the company to make proper plan to overcome issues. So in respect to L'Oreal digital marketing manager need to identify existing strategies which will aid to accomplish their present goals as well as future goals (Taken Smith, 2012).To achieve new objectives it is necessary for company to modify their strategies in effective manner. Analysing Digital marketing return on Interest (ROI):The final step is to analyse the performance of digital marketing in terms of ROI. The two main elements which are need to evaluate that is : Investment of total amount of L'Oreal funds in their digital campaigns and awareness programmes.Financial benefits by communicating.Monitoring effectiveness of Digital Marketing: For monitoring the performance regarding to digital marketing, there are various ways which are used by L'Oreal. Hence some of the ways are discussed below:L’Oreal is able to engage their users:Through various tools and techniques of marketing, customerscanactivelyparticipatethroughwhichcompanycanmaintainhealthy relationship with them in effective manner. Social media which is the best way of sharing knowledge and awareness about its products and services to its potential customers. Are you providing value to conversation:Digital marketing mangers need to create catchy tag lines which attract customer and give positive message to its customers. Hence through which customer base can be increased. The tag line should be decent and which can easily influence its brand name and identify in effective way. L'Oreal company need to make effective changes as mentioned in digital marketing plan. Through situational analyses it will help the L'Oreal company to expand their business in effective manner
Measuring effectiveness of Digital Marketing:For brand company like L'Oreal digital marketing will help to measure effectiveness in their business growth in many ways. Some of several ways are as follow: Site visits :In reference to L'Oreal aid to get a rough idea about traffic and number of visitors on site which goes decline and find solution to its customerissues and also improves in their strategies. The digital marketing of L'Oreal which made effective way to make changes in product design and also helps to connect with customers through websites.Traffic by channels: L'Oreal which need to link with single person who is doing actual marketing events. There are various channels of market campaigns which are present in some of them are been discussed below:Direct visitors:In context to L'Oreal direct visitors are those persons who are aware and knowledgable about their products and services which are launched in market. Theyreach to various sites through URL in web browser and by which information are gathered. Bounce rate:These arethose people who visits various websites but didn't get any meaningful return and meaningful solution. If bounce rates goes high it means that there is large number of fluctuation in digital marketing that can be a result of different factors like irrelevant traffic, poor camping, weak landing pages and so on (Wang and Tang, 2003). CONCLUSION As per above mentioned detailed assignment, it can be concluded that company process of digital promotions which lead to major critical role for development of business and which create effective growth in company. By adopting digital marketing which gained more new customers and has raised to higher profit and growth opportunities for many beauty and cosmetic industry.
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