Digital Marketing Assignment PDF - L'Oreal
Added on 2021-02-20
17 Pages5281 Words68 Views
Business DevelopmentProfessional DevelopmentMarketingPolitical Science
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Digital Marketing
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Different types of marketing channels and serving communication objectives .........................1TASK 2............................................................................................................................................3Communication objectives ..........................................................................................................3Justification on communication channel .....................................................................................4TASK 3............................................................................................................................................5Marketing Planning Process........................................................................................................5TASK 4..........................................................................................................................................11Measurement techniques ...........................................................................................................11CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
INTRODUCTIONDigital marketing is the term that is used for selling product and services with the help ofdigital technology that includes social media, email, websites etc (Taiminen and Karjaluoto,2015). There are different methods that will be used such as content marketing, automationcontent, data driven marketing and email - marketing. It is also having different channels thathelp in promoting product and services into the marketplace. This help in covering larger part inthe country and facilitate in providing Present study will be based upon L'Oreal company. It is a French based company thatdeals in hair colour, skin care, sun protection, perfumes etc. It was founded by Eugene Schuellerin 1909 and its headquarter is located at Clichy, France. Report will include different marketing channels that help in serving communication inan organization (Levy and Gvili, 2015). It also emphasized on objectives of communication thatwill be used for gaining more opportunities in the future. It mainly emphasized on marketingplan that help in meeting communication objective Furthermore, it also include techniques andmetrics that will be used for measuring performance and actions taken to improve performancein digital marketing. TASK 1Different types of marketing channels and serving communication objectives Marketing channel is the activity that take help in transferring of ownership of goodsfrom its manufacturing of product to its end consumption of product and services differentchannels are involving for transferring information (Key, 2017). There are different channels ofmarketing that include customer, retailer, wholesaler, distributor that is providing differentperspective for the future. From manufacturer to customer:- In this channel product and services is directly provided toconsumer without using any other different channel that will be provided for gaining variousperspective for the future. Products are directly sold to consumers without any involvement ofother people in selling product and services to people. For example: L'Oreal is providing itsproduct to consumers that will be helpful for the future. These channels help in providing variousproduct and services in the marketplace. It is important in selling product and services that helpin developing marketing strategies that will be beneficial in selling product through differentchannels. 1
From manufacturer to retailer to consumer:- This channel consist of three segments asproduct is manufactured and then it passes to retailer for further selling of product and servicesthat will be helpful for continuing business for the future. This channel mainly emphasize onretailer as it is mediator between manufacturer and consumer that help in transferring product toend users. For example:- In L'Oreal firstly product is manufactured in the company then it willbe sold to retailer for further transfer of goods and services to consumers and enhancing variousperspective in channelising product at different ways that will be adopted by the company. It isimportant in analysing various ways that will be used for promoting product into the market. From manufacturer to wholesaler to consumer:- This is another channel that is emphasizedon selling product through different channels that are involved in selling product to consumers.In this consumer buy product from wholesaler directly as there is no mediator between them toexchange product. As in L'Oreal product is being sold to consumer through various channelswhile this mainly emphasize on providing best quality goods and services to them. This help inanalysing various aspect that lead to create different changes in transferring product from onesegment to another (Karjaluoto, Ulkuniemi and Mustonen, 2015). This mainly emphasize onproviding different aspect that will be creating changes in providing product to consumers.Marketing is providing different segment that will create different strategies in making productquality based and enhancing growth for the future. From manufacturer to agent to wholesaler to retailer to customer:- This is the biggestchannel that help in providing product and services to customers. In this customer will getproduct from retailer as these include various mediator in between this chain in providing goodson time and emphasizing in creating different ways for the future. As agent receive commissionfrom manufacturer for selling product to its end users. This will be emphasizing in bringingdifferent approaches that lead to create various perspective in the future. These channels help in serving communication objective of L'Oreal as by enhancingsmooth communication between employees that are working in the company. It is an importantconcept of enhancing communication as in these channels that are many people involved thatwill be providing changes in creating these aspect for gaining more knowledge regardingavailability of product into the market (Stephen, 2016). Through these channels communicationwill be emphasized as different people are talking to each other that enhance productivity in thefuture. 2
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