Integrated Marketing Communication for L'Oreal Group

This article presents a detailed Integrated Marketing Communication plan for L'Oreal Group. It covers the IMC strategy, media strategy, creative strategy, media schedule and evaluation of the campaign. The plan focuses on understanding the target audience, developing a media strategy, and creating a creative strategy to promote L'Oreal's products. The article also discusses the importance of media scheduling and budgeting for marketing campaigns.

Running Head: Integrated Marketing Communication
L’Oreal Group
Integrated Marketing Communication

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Table of Contents
Introduction......................................................................................................................................2
IMC strategy....................................................................................................................................2
Media Strategy.............................................................................................................................3
Creative Strategy..........................................................................................................................4
Media Schedule............................................................................................................................5
Evaluation of the campaign..........................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
Unifying and combining the methods and process of communication that are utilized by the
business corporation for interacting and communicating with the consumers and motivating them
to purchase the products and services can be termed as the mechanism of integrated marketing
communication. The process can also be termed as the methodology for planning, executing,
monitoring the brand messages that will develop and enhance customer relationship and bonds.
Integrated marketing communication is a contemporary mechanism through which a business
organization can effectively communicate the important details and data regarding the products
and services and thus will present the same for enhancing the repeat intention of the existing
consumers and attracting new customers. IMC plan proves beneficial for the business
corporation on number of aspects such as it aids the business entity in advancing the
communication skills of the business corporation to a professional level that will bring an
enhancement in the market share and customer base. IMC is a co-ordination of and integration
of values, tools and avenues with the organization into a seamless system for maximizing the
impact on the consumer. The below presented is the IMC plan that is developed for L’Oreal.
The business entity is expecting and is attempting to enhance the service and products quality by
making effective use of means and mechanisms for communicating. The below presented report
is a detailed integrated marketing communication plan for L’Oreal (L’Oreal Group, 2018).
As per the given scenario it has been clearly stated that developing segments of consumers as a
target audience is an empirical task for any of the business organization and the same case is
with L’Oreal. It is very much significant for the business corporation to create recognition for the
course of action of the consumers that are required to be selected as a target audience. The
promoters and the advertisers should make understanding the necessities and the demands of the
consumers for showcasing the goals and objectives. The normal plotting store up must have
relative needs, interests and needs about Organic Shampoo and Conditioner. For all intents and
purposes indistinguishable shampoos and brands should lure the overall public including the
objective publicizes. Same trademarks and advancements pull in the prospect of the proposed
interest assembling and impel to purchase. To pick a goal advertise, it is basic for the relationship
to ponder the extra components:

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 Understanding the way of life of the shoppers
 Age gathering of the people
IMC strategy
L’Oreal is one of the largest and leading cosmetic group producing in top beauty products.
L’Oreal Company has a wide reach all over the world, the company spend a lot of money on for
promoting their products and for their advertisement as well. And in order to achieve their
current position the company has to implement a successful Integrated Marketing
Communication strategy, IMC is a very simple yet complicated concept it refers to the ways or
strategies for accomplishing the current or desired objective of a company or their marketing
campaign by promoting and advertising their products or services through some specially
designed promotional tools (Holmes, et. al., 2017). There are lots of ways the company can
advertise their product , let it be social media like, Facebook, youtube, twitter and instagram
etcetera or another way is by publishing it in newspaper or advertising on television, these all
methods can be used by L’Oreal for the promotion of their products. For accomplishing their
desired objectives, L’Oreal has to focus on the target audience more and more and understand
what their requirements are and for doing so the company has to interact with the customers from
time to time through each and every platform possible to get their feedback on the products
which will help the company to know if there is any need for improvement anywhere or if there
is any issue with something the company will get updated (Shamout, 2016). There is another
tool of advertisement that the company can use to promote their products and that is banner
advertisement which includes printing the products on the banners and displaying the banners in
such areas which are either popular or frequently visited by a large number of people or we can
say busy areas. Through all these promotional methods and advertisements the target audience or
the customers will be able to connect with the company and also leading to a stronger
relationship between the L’Oreal group and the consumers. IMC benefits the L’Oreal group in so
many different ways for example, the company can establish a direct contact with the consumers
and get to know the reviews about their product directly from the consumers, by using social

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platforms L’Oreal can directly convey it’s objectives directly to the target audience (Draelos,
2015).
IMC also helps the company to lay such plans and strategies which can help the company to
make more and more profit by growth in sales and also overcoming the competition and an
provide a competitive advantage to the L’Oreal group. Integrated Marketing Communication
strategy allows the company to make a proper strategies by keeping the competitive advantage in
mind, addressing the required group of audience, targeting the desired market, spreading the
brand story through different ways and media platforms or channels, focusing on the objective
etcetera and all these things will make the company stronger, with the help of a proper IMC and
implementing it successfully, the L’Oreal group can accomplish a greater success by connecting
to more and more audiences and making profit by increasing the sales through promotional
events (Igarashi & L'Oreal, 2015).
Media Strategy
Media strategy is one of the major key element during the promotional events , it refers to
different ways through which an organization can reach to the audience that has been targeted for
gaining their attention toward the company. To make sure that a large number of audience is
influenced by the L’Oreal group and their cosmetic products and services they need to reach the
desired audience and to make this true different media strategy can be used which are:
1) Social media platforms- nowadays social media has a great influence over people and more
and more persons are joining it so it would be easier for the L’Oreal group to connect to them
over this platform like, facebook, twitter, youtube etcetera (Stacks & Salwen, 2014).
2) Newspapers and televisions- most of the persons have television installed and read
newspapers so it is one of the greatest way of promoting the product and the company can rely
on it as it reaches to a large number of audience. Also advertisement over television are easy to
grasp and leaves a good impression over the viewers.
media strategy is not as simple as it sounds one has to keep so many things in mind while doing
so and plan according to the market and the desied objectives. While implementing a media
strategy the company should decide a proper budget and then act accordingly because deciding
the budget will help the company from overspending and come up with a proper and creative

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solution. The another point to keep in mind is setting some important and measurable objectives.
The L’Oreal group needs to me more specific and analytical while setting up the goals and
objectives because it will help in increasing overall profit and sales (Porcu, Del Barrio-García &
Kitchen, 2017). Also while creating the objectives, the company should make them measurable
which means the objectives should clearly defines the requirement of the organisation and should
be more specific too while explaining. By setting a time limit in order to achieve the goal it will
become easier for the company to achieve the goal before or during the deadline. Another aspect
to keep in mind while making the media strategy the group should set a target and recognize the
market that needs to be targeted, because the more knowledge company has regarding their
target audience the more easily they can reach them and also the company can get information
about the kind of consumers they are dealing with by proper identification of the target market
and analyzing that how and where consumers can be reached easily (Alhedhaif, Lele & Kaifi,
2016).
this is how a proper media strategy can be prepared and implemented for the proper promotion.
most of the times the media strategy does not work so in that case the company should focus on
where they failed or what they lacked and improve it, the L’Oreal brand should focus on their
goals on objectives and display their brand over media with the story they want to convey to
their viewers or audience (Walton, et. al., 2017).
Creative Strategy
Creative strategy refers to different innovative ideas that a company can come up with to
introduce their brands and their industry to the public. Creative strategy involves different
strategies and intentions towards the development of the company it also assures that the way
company is approaching towards it’s goal is implemented well and helps attaining the business
growth. Through this type of strategy a company lays out the blue print of steps that will be
taken for achieving the goal and the objectives planned, L’Oreal group of cosmetics should focus
on the employees or staff members who focucuses on advertisements and promotion propaganda,
and these are, writers, art directors, content manager etcetera. Strategies developed under
creative strategy decides the popularity of the product and how that product influences people
(Cornelissen & Cornelissen, 2017). The important things that the L’Oreal group should keep in

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mind while developing a creative strategies are:
1) story to convey to the consumers related to brand
2) target market and target group of audience
3) displaying every little benefit for the customer that the product is providing and how product
fulfils all the requirement of the consumer (Ramli, 2015).
4) all the desired objectives that are needed to be accomplished during a limited time
5) managing the budget according to the consumers as well as the available resources
6) focusing on creative approach and finding such employees who can help in doing this.
7) quality of material, different market passages and last but not the least point to keep in mind is
how, when and where will the final product be presented?
for creating creative contents for the advertisement and the display of products there are several
strategies that L’Oreal group can use for instance (Yeshin, 2012).
 maintaining a direct contact with the customers and listening to what they have to say
regarding the product and also analyzing each and every feedback because it will help the
company to make the required changes or improvements in the product that are necessary and for
the benefit of the customer also hearing the complaints or enquiry from the customers and to do
so L’Oreal group should use the better way of connection like, phone, e-mail, text or chat
etcetera and respond to all the queries as soon as possible (Linton, 2010).
 L’Oreal brand should always try to make some changes in the way of advertisement by
modifying all the traditional brand advertisement and by using the new photography techniques
for displaying their products and displaying them on all kind of media channels.
 For people to quickly grasp the company’s motto, the company should come up with a better
tagline or head line because it will help gaining attention of the people easily. By coming up with
a great tagline the L’Oreal company can attract a lot of audience but along with that the company
should provide everything that has been promised.
 L’Oreal brand first analyze the needs and requirements of the customer in other words, what
they actually want and then work on it and obtain product according to it (Armstrong, et. al.,
2015).

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Media Schedule
During advertising the product on the media, the company has to follow a strategy named media
schedule which refers to planning that which media channels would be used during broadcasting
the advertisement or promoting the product also called as marketing campaign, and then
specifying the proper time of the broadcast and also the date when it will be displayed. For
proper management of the timing and deciding the date for the product advertisement the whole
schedule should be prepared by the L’Oreal group regarding the advertisement or the brand
display (Kim, Kim & Marshall, 2016).
Media scheduling is based on so many factors which are mentioned below:
1) when the sale is taking place and for how long the sale will be ongoing or in other words
whether the product will be sold continuously or for short time interval.
2) how is the quality of product and how it can be of any use to the consumer.
3) life of product is also a defining factor.
4) it also depends on the competitor’s products (Schultz, Chu & Zhao, 2016).
5) the most important factor is budget, decided for all these marketing campaigns and
advertisements.
along all these factors , to keep the consumer updated the company should maintain a
consistency and regularity in posting the content related to their products so that consumer can
know, what exactly is happening and also to grow more and more audience on the social media
and attract them towards the products that the company is producing does not matter whether the
product is seasonal or regular, for advertising their products the L’Oreal company can prepare a
proper schedule and keep posting about their products in a regular interval of time and due to this
it will work as a reminder for the consumers it will also notify them about all the details and thus
maintaining the whole cycle of purchasing that has been made (Belch, et. al., 2014). For L’Oreal
group to get an advantage over competition, they have to make sure that their updates are
scheduled in such a way that more and more customers can see and easily follow the
advertisement. The other important and mindful strategy for marketing campaigning and
adjusting the schedule accordingly is using maximum advertisement during such a periods
when sales are at a very high level and using the advertisement minimum during the rest of the
time of the year, it will save the company from overspending on the advertisement of the product
as well as marketing campaign (Orazi, et. al., 2017). A proper and specialized Media scheduling

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for the L’Oreal group of cosmetic will ensure that the advertisement on any media channel only
occur at the favourable selling time which is according to three basic media scheduling models
or plans which are:
1) Continuity- this deals with the continous advertisement regardless of the season it might
change slightly after a certain time interval (Jugenheimer, Sheehan & Kelley, 2015).
2) Pulsing- it refers to using more advertisement during peak time of sales and less while
unfavourable time of season.
3) Fighting- it refers to when the advertisement is not done regularly and sometimes for a short
time of interval, doing no advertisement at all (Ashley & Tuten, 2015).
Evaluation of the campaign
For any company to succeed and achieve the desired goals it is necessary for them to monitor
their campaign by evaluating the campaign the company will be able to realize their current
position and to see whether they are on the proper track to achieve their goal or not. For making
the campaigns stronger and effective the L’Oreal group should evaluate and regularly monitor
their ways of marketing campaigning and to see how it is impacting the people and analyze the
situation then after that making any change which is necessary and for the betterment of the
campaigning (Cole, DeNardin & Clow, 2017). While evaluating the company should consider
few factors like,
1) how the resources and the funds that are raised for the whole project will be used
2) strengths and weaknesses of the project and the strategies as well as material too.
3) if the approach toward the campaign is innovative enough or requires further modification.
4) to measure all the efforts and steps taken towards the accomplishment of the goal and were
they good enough for the achievement.
5) outcome of the process or the strategies used during the whole operation.
6) were the needs of the customers, fulfilled or not, or were the target audience was satisfied.
7) comparing the current outcome with the earlier one.
8) are the new vision and objectives of the campaign better than the previous one or competitor’s
or not (Moriarty, et. al., 2014).
9) comparing the initial result with the current one, whether it is good or worse.

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10) how long does it take to achieve the goal.
evaluation always bring better changes and adds to the benefit of the company. Through
evaluation the company will be able to know where they stand, how long till they achieve their
goals and is there any need of improvement in their current strategies.
For evaluating and monitoring their marketing campaign the company should compare their old
and current statistics, gather some information about the external sources and then comparing it
with their internal sources, it can be achieved by organizing meetings from time to time and
assigning proper roles to the deserving person. Deciding the objectives and goals in meetings, the
company will be able to get a proper direction toward achieving their target (Altstiel & Grow,
2015). To measure the level of campaigning strategy different factors can be evaluated by
L’Oreal brand and these factors are:
 Measuring the exercise or action taken- The L’Oreal group can monitor all the activities done
to make the campaign effective are taken into account and being measured to see what has been
done till now and what was the result of these activities.
 Final result or outcome- These factors includes the final strategies for achieving the main goal
or aim of the company and what is their outcome. L’Oreal brand can use different measures and
strategies that can result in betterment of campaigning.
 Impact of campaign- after the campaign is done and the required aim is achieved, this factor
explains the things that happen after achieving the campaign and how it affected the people
(Kitchen & Tourky, 2015).
Conclusion
In the limelight of the above executed analysis it has been inferred that integrated marketing
communication is a unified and combined method of communicating with the consumers for
generating awareness for the products and services. Integrated marketing communication is the
process where the business entity will attempt to develop interaction with the consumers and the
above presented is the IMC plan has been developed for meeting objectives and goals of
organization.

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