L'Oréal Digital Presence: Assignment

Added on - 12 Nov 2020

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Digital Marketing
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Environmental Analysis of Digital Presence of L'Oreal..............................................................1Opportunities and Challenges of Digital Marketing....................................................................3TASK 2............................................................................................................................................4Digital Presence and Physical Presence of the L'Oreal...............................................................4TASK 3............................................................................................................................................6Plan for Luxury cosmetic division...............................................................................................6TASK 4............................................................................................................................................9Methods to Evaluate the Digital Marketing Plan.........................................................................9CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTIONDigital marketing is the process of marketing of products and services using the digitaltechnology. This type of marketing is performed using internet and smartphones and digitalscreens. The digital way of marketing is widely used for the promotion of the company productto reach to the larger audience. The L'Oreal Paris is a french personal care company which wasfounded in year 1909 and it is selling the cosmetic product for 109 years. This company isfounded by Eugene Schueller and its headquarter is in Clichy, France. This is a multinationalcompany serving all across the globe (Chaffey, and Ellis-Chadwick, 2019). There are 89300employees are serving for L'Oreal Paris.This report is presenting the digital presence of the L'Oreal Paris and the opportunitiesand challenges of company in the digital market. The effect and impact of digital marketing onthe cosmetic industry is explained. Critical comparison of online presence and physical store isexplained in the report. A digital marketing plan is given to support the L'Oreal to take initiativeto build a multi channel capabilities in luxury cosmetic division and active cosmetic division.The key methods are provided to evaluate monitoring and measure the effectiveness forrecommendation provided in the report.TASK 1Environmental Analysis of Digital Presence of L'OrealDigital marketing is the process of marketing of the product and services through theelectronic media and internet. Digital presence of the L'Oreal Paris means, how much the L'OrealParis is using the digital media for the marketing of the product. The L'Oreal Paris is using thedigital way of marketing to improve the revenue of the company (Ryan, 2016). The methods areused for the digital marketing are content optimization using search engine optimization, socialmedia marketing, website optimization, television advertisement, direct mail, and cloudtechnology. For the environmental analysis of the digital presence of L'Oreal PESTEL analysis isconducted.PESTEL analysis is the way to analysis of the digital presence of the L'Oreal. In thePESTEL the impact of the political, economical, social, technological, environmental and legalon the digital marketing of the L'Oreal is analyzed.Political Factor1
The government of different countries have their own protocols for the use of internet invarious operation. This can have impact on the online marketing of the product or services. Therules of the government decides the limitation of the use of the digital platform. This rules areimplemented to prevent the online fraud. The policies decide by the government some timesmake the opportunities limited for the company to operate on online and digital platform. Somecountry have their different policies for the digital platform for the marketing (Kannan, 2017).The government set rules and regulation for the use of digital marketing for the promotion of theproduct and services. This rules can affect the procedure used by the company for the online anddigital marketing of the product.Economic FactorsThe economic factors also can affect the digital and online marketing policy. Changes inthe economic policies in the country makes major impact on the business and marketing of theL'Oreal. The changes in taxation policies can affect the online and digital promotion of productand services of L'Oreal. The charges of the online & digital promotion and advertisements isdependent on the economical decision of the government. The budget of the promotion iscalculated according to the current economic policies of the company.Social FactorsThe digital type of promotion is based on the market study of the target market. Thesocial and cultural factors have major impact on the marketing policy of the company (Järvinen,and Karjaluoto, 2015). The online and digital promotions are based on the reviews of customersand their personal values. If the digital marketing policy is not according to the social andcultural values of the customer then it could affect the image of the company and this can harmthe revenue of the company. The promotion of the product and services of L'Oreal should beaccording to the customer values. The use of images and quotes in the advertisement can affectthe cultural or social values of the consumer.Technological FactorsThe technologies used for the digital marketing are latest and fastest growing technologynow days. The technologies are continuously growing and updating and to match with thistechnology is bit difficult for the L'Oreal. The innovation in the digital technology force theL'Oreal to change the previous approach of marketing on the digital platform. This lead tochange in the technical devices and skilled man power in the organization. There are also some2
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