Digital Marketing Plan Assignment | L'Oreal
Added on 2021-01-03
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DIGITALMARKETING PLAN
Table of ContentsINTRODUCTION...........................................................................................................................2TASK 1............................................................................................................................................2Environmental analysis for L'Oreal digital presence ..................................................................2TASK 2............................................................................................................................................5Critical assessment of L'Oreal businesses by comparing and contrasting its digital presenceversus its store presence...............................................................................................................5TASK 3............................................................................................................................................7Digital Marketing Plan.................................................................................................................7TASK 4..........................................................................................................................................10Key methods used to monitor, evaluate and measure effectiveness of digital marketing forL'Oreal.......................................................................................................................................10CONCLUSION .............................................................................................................................12REFERENCES..............................................................................................................................131
INTRODUCTIONDigital marketing plan considered as one of the most important document share detail forall planning of organization digital marketing actions or campaigns. It includes many stages thathelps to make plans it effective more and more (De Pelsmacker, Van Tilburg and Holthof, 2018).This plan need to be SMART, digital marketing plan main purpose is to sell and promote theirservices or products in market place. More specifically, the intent of this plan is to connectorganizations or businesses with its target market via digital channels. Digital marketing iscurrent trends in modern world, at present as digital media is new or latest media that works withsupport of internet and have proved to be the quickest medium of mass communication. Thepresent report is based on L'Oreal company and its digital presence. It explains environmentanalysis for organization digital presence, centring on challenges, opportunities and impactdigital environment for cosmetic industry. This study clarifies L'Oreal business by contrasting acomparing its digital presence versus its stores presence. It justifies plan for organizing ormanaging digital marketing activities of firms to help firm's initiatives of building multi channelcapabilities in two types of division. Furthermore, it explains key methods used to evaluate,measure and monitor digital marketing effectiveness for recommended activities. TASK 1Environmental analysis for L'Oreal digital presence Environmental analysis is one of the best strategic tool that helps to find out the impact offactors upon organization functions and activities. It is the procedure to identify all internal andexternal factors, which can impact the company's performance. Here, environmental analysis isused for L'Oreal digital presence, focus on challenges and advantage. PESTLE analysis consistsof different factors that influence business environment, these factors affect each industryindirectly or directly. By identifying the impact of all these factors listed below, company canmake up its strategies in line with all changes. Political factors: Political factors take nation's current political situation, it also readsinternational political situation's that impact on businesses and country the most. Governmentpolicies, rules and regulations, stability of government, taxes laws and tariff, entry moderegulations, all these elements include in this factor which affect L'Oreal digital presence (Saura,Palos-Sánchez and Cerdá Suárez, 2017). As the production organization is in Paris so mostlygovernment policies and rules of France influence L'Oreal very much. Apart from these taxes2
laws of regions play critical role and makes barrier in success of firm. Opportunity: Company'ssale their products through online shopping sites that helps to increase its profit, sudden changesin taxes policy bring many barriers for its digital presence. According to government tax policythey need to pay high taxes on each of its digital presence and product selling via onlineapplication. Thus, if L'Oreal pay taxes they can offer their products in every nations and generaterevenue as compare to another. Cosmetic industry likely has strong digital presence that might beaffect after high taxes pay on online selling. If cosmetic sector companies such as L'Oreal andanother pay these taxes they run their businesses effectively. Challenges: if cosmetic industryorganizations such L'Oreal cannot pay high taxes on it digital presence, because it is too high. Itimpacts on their customer base and decrease it markets share as compare to before. Economic factors: This factor include all determinants of its state, these elements canconclude direction in which country economy might move. Inflation rate, credit accessibility,monetary policies, unemployment rates, foreign exchange rate., disposable income of buyers arethe factors affecting any businesses such as L'Oreal digital presence the most. Recession factor isone of the mainstream element that affect upbringing of cosmetic industry organizations such asL'Oreal. Apart from these dimension pertaining to economic factors (Baltes, 2015). Challenge:If company sell their products in different regions where recession is one of the current issueswithin economy as it impacts on digital presence of firm, because the people during recessionperiod will not be able to buy or pay prices of L'Oreal cosmetic goods. They decline duringrecession and refuse to purchase which highly affect negatively on company digital presence andprofit margin very much. It poses as one of the most challenging situation's for organization, tobalance and retain their market share. L'Oreal gain high revenue they will be able to gain its business objectives and goals,company try to gain competitive advantage by applying some business strategies based onsituation's. It provides the best opportunity to them to take higher platform in marketplace andgarb the attention of consumer. Social factors: Nation's vary from each another, every country have distinctive mindset,these postures have the impact on organizations. Social elements might ultimately influence salesof services or products. Cultural implications, social lifestyles, educational levels, domesticstructures, gender demographics and connected demographic, etc. are the factors affectingbusinesses as whole. Opportunity: Education is one of the most essential part of economic3
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