Digital Marketing on L'Oreal Assignment

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Environmental analysis of L'Oreal.........................................................................................3
TASK 2............................................................................................................................................6
Critical assessment of business of L’Oreal............................................................................6
TASK 3............................................................................................................................................9
Digital marketing activities for supporting initiatives of L'Oreal..........................................9
TASK 4..........................................................................................................................................11
Key methods for monitoring, evaluation and measuring the effectiveness of digital marketing.
..............................................................................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Digital marketing can be defined as the concept of merchandising products and services
in competitive marketplace. Nowadays, campaigns for digital marketing are more prevalent and
efficient because online shopping is more as compared to visiting physical shops (Baker and
Hart, 2016). It is concerned with promotion of services & products through digital technology
with the help of advertisement through displays, internet and smartphones. Their are various
methods for digital marketing such as search engine marketing(SEM), search engine
optimization, marketing (social media), e-commerce marketing, e-books, content marketing and
many more. Firm, which has been chosen under present report i.e. L'Oreal. It is world's largest
cosmetic industry found in the year of 1909 by Eugene Schueller. Its products offerings
concentrates on sun protection, hair colour, skin care, make-up, perfume and many more other
products. The company headquarters are based at Clichy and it is serving customers all over the
world. In the report it has been discussed about the challenges, opportunities and impact of
digital environment. Along with this, critical assessment of digital & physical stores existence
for L'Oreal has been done. Lastly, it has been discussed about plans and the methods for
evaluating digital marketing's effectiveness in the context of L'Oreal.
TASK 1
Environmental analysis of L'Oreal
Digital Marketing refers to the modern concept of marketing where company promote
different range of services along with the products, by using digital platform in order to attract
and influence more and more customers. In addition to this, various marketing channels are used
by different companies which includes social media, websites, search engine, mobile apps and
many more (Berman, 2016). Main motive behind adopting digital marketing is to attract and
influence more and more consumers as well as provide best services to their existing customers.
In present context to L'Oreal, company adopt the latest concept of digital marketing in order to
increase their profitability by attracting more customers towards their brand. In today's
competitive world, companies adopt digital technologies for identifying internal as well as
external factors of a company, which affect the overall performance of an organisation. In
reference to L'Oreal, by using PESTLE company examine their environment which affects the

working of the company. It describe about the political, social, environmental and many other
factors which influence L'Oreal. They are discussed as below:
PESTLE Analysis:
Political factors: Companies like L’Oreal basically offers products and services across
the world, so it is required by them to follow all those regulations or the rules developed by
governmental agencies of different countries. In addition to this, it is also necessary for the
company to spread accurate and relevant information to their customers. Manufacturing
company of L’Oreal is in Paris so company should abide to follow rules and regulations
formulated by government of France, as it directly affects the growth and image of the company.
Economical Factors: In present component, operating countries exchange rate as well as
employment rate is included (Castaño and Jurado, 2016). In addition to this, recession period
plays very important role in the overall development of the economy of a country, as demand of
a product increases and on the other hand product price goes down. Various factors affect the
price of a product which consist of religion, substitutes available of a product and so on. In
reference to L'Oreal, fluctuation in the price of a particular product, affects the overall
profitability and growth of the company. For companies like L'Oreal, price plays very important
role while expansion of such companies.
Social Factors: Beliefs, attitude, values are included in this factor. In reference to
L'Oreal, Social factor plays very important role. As it is necessary for the company to provide
accurate and relevant information to their customers, by adopting digital platform of marketing.
Along with this, their main motive is to secure the sentiments and trust of individuals.
Technological Factors: In today's competitive world, technology plays very important
role for maintaining the growth at marketplace. Upgraded and latest technology helps in
innovating and creating new and attractive products which as a result enhance the profitability
and goodwill of the company. With the help of digital marketing, L'Oreal expand its business at
international level and attract more and more customers. In addition to this, for gaining
competitive advantage L'Oreal mainly focus on innovating and creating new products. As a
result company can make positive brand image at international level.
Legal Factors: Under this factor, there are some legal formalities which has to follow by
each and every company. In addition to this, it is important for L'Oreal to follow Federal Food,
Drug, and Cosmetic Act (FFDCA) and Fair Packaging And Labelling Act (FPLA), in order to