Marketing Report on Loreal: Competitors, Product Attributes, Opportunities and Threats

This report analyzes Loreal's competitors, product attributes, competitive strength, weaknesses, opportunities, and threats. It also defines buyer persona and their key characteristics.

MARKETING

Table of Contents
Executive summary-........................................................................................................................3
INTRODUCTION...........................................................................................................................4
TASK 2.1.........................................................................................................................................4
Identifying who are the direct competitor and justify why..........................................................4
TASK 2.2.........................................................................................................................................5
Identifying the key product attributes that are important for customer's decision......................5
TASK 2.3.........................................................................................................................................5
Determining Loreal competitive strength and weaknesses against its direct competitors..........5
Task 2.4............................................................................................................................................7
Based on key attributes, determining opportunities and threats from the environment..............7
TASK 3.1.........................................................................................................................................8
Develop buyer persona of target consumer.................................................................................8
TASK 3.2.........................................................................................................................................9
TASK 3.3.......................................................................................................................................10
TASK 4..........................................................................................................................................11
Loreal reflect statement about their value positioning objective...............................................11
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

Executive summary-
Marketing is defined as an essential activity, method of communication, procedures for
developing useful content. This process provides several benefits to the organizations in term of
ion creasing profit. It's related to the all aspects of an organization like consider project
improvement, methods, services and sales. It also considers as the important function within the
organizations that link up business success and allow interacting with customer. It helps to
communicate with consumer and permit providing key the information about products and
services. This process is essential in way of increasing productivity, profitability and enhancing
customers satisfaction.
The current report is based on Loreal, which efforts to offer every person in this world
the best quality cosmetic goods by considering their skin and hair issues. It provides the best
beauty product in the term of satisfactory quality and quantity. Its responsibility is to satisfy all
consumers by providing goods on the basis of their needs. The company preserving there planet
beauty and give there the best product.
The aim of this study is to determine key competitors of Loreal's, product attributes,
competitive strength, weaknesses, opportunities and threats that impact firm and its business
success. Furthermore, it will also define buyer persona, and their key characteristics. The report
will explain why target these consumers based on SWOT analysis. It will also clarify perceptual
map and its importance to stand out in competition. Lastly the assignment will justify existing
marketing and reflective statement.

INTRODUCTION
Marketing is one of those key procedures that contribute to increase organizational
productivity as well as profitability. This process help to generate great brand image in the
market, where a company operate and run their ventures. The current assignment will be based
on Loreal's, which falls under the category of leading cosmetic brands in the world. It sales hair
care and beauty product that help satisfied customers. Organization aim is to support those
consumers who are facing problem regarded hairs and skin. It provides them appropriate goods
which contribute to enhance their confidence level as resolving skin issues. The goal of company
is to assist women and men who realize their aspiration and express individual personalities to
fully. The study will explain key attributes of product, competitive strength, weaknesses of firm
against direct rivals and opportunities as well as threats. It will also define targeting and
positioning tactics of chosen company.
TASK 2.1
Identifying who are the direct competitor and justify why
Loreal is the one of the best cosmetic company, because it provides its top quality
products to customers by focusing on their needs and requirement related to hair & skin concern.
Firm may face and deal with several challenges, because of increasing competition level in the
market as many brands has existed that effort to give tough competition to their rivals (Veldman,
and Gaalman, 2020). The biggest challenge that company may face is due to its rivals such as
Lakme, Channel Lanceome, Avon, Olay, Maybelline, Procter and Gamble.
Lakme is the biggest competitor of Loreal, because it also focuses on providing quality
goods that may help people to overcome their skin problems. It may also provide range of
cosmetic items such as Eyeconic Kajal in deep black color, peack Milk moisturizer body lotion
that people may utilize specially in winter, and other goods according to skin needs. By
providing all these good it may contribute to enhance consumers satisfaction level, which is quite
important for Lakme to do so.
Chanel is also the biggest rival of loreal, because it is a international brand and it focuses
on providing quality product that may give people best skin cosmetics. It may provide range of
international cosmetics items such as Rouge coco flash hydrating shine lipstick that may used on
regular basis and some other product according to skin needs, Chanel hold wider work force it
may contribute to enhance organization's production capacity.

TASK 2.2
Identifying the key product attributes that are important for customer's decision
It is quite important for any company to gain the attention of new customers and retain
existing for longer time. Loreal is one of those brands that may conduct this practice, by
providing quality product to people such as Loreal paris total repair 5 shampoo. It is the best
damaged repair shampoo, which consumers may prefer to buy as it have key features such as;
QUALITY AND QUANTITY OF LOREAL PARIS TOTAL REPAIR 5: the quality
of this shampoo is the best because it doesn't damage the hair and it also an eco-friendly product.
The quantity of this shampoo is really enough at lowest price. By providing satisfactory product
to people, firm may grow rapidly and build wide customer base. These two things are the great
attributes of current chosen item, that target market may consider and take strategic decision to
purchase that as it worthy it for them.
PACKAGING: It is another key attribute to chosen product that Loreal, effort t to sale in
the market and through which it attempts to become a competitive firm. Packaging of Loreal
total repair 5 is really nice and quite handy, which customers may easily carry or hold in their
hands. For purpose of packaging, recyclable materials are utilized, which may do not put any
impact on land, water and other factors. It may contribute to generate good brand image in the
market and drive the attention of more buyers. It's come in term of handy bottle and a tight cap
that protects the shampoo's leaked. Over the outer product package, each and every thing about
item is well described that help consumers to take decision about their hair concern that Loreal
Total repair 5 may resolve.
INGREDIENT: Ingredient of this shampoo is lactic acid, strearly alcohol etc. These
ingredient help to improve in hair strength and a natural shine, which individual person tend to
gain so. It protects our hair from damage and repair our split ends and give healthy looking hair
these ingredients is nature friendly and it protects our hair from dust and sun. All the ingredients
are chemical free as they do not make hair rough, which is the best and most satisfactory feature
of chosen item.
TASK 2.3
Determining Loreal competitive strength and weaknesses against its direct competitors
Strengths

By referring RRESTOCOM as strategic framework, the key strengths and weaknesses of
Loreal is determine.
Skilled and talented workforce-
It is the key strength of Loreal, which drive its attention towards becoming competitive
brand in the cosmetic industry. With skilled and talented employees, it has provided satisfactory
products to customers and resolve their skin as well as hair issues that is quite essential for
company to do so in appropriate manner (Elsworth and Gaunt, 2021).
Brand portfolio-
The brand product portfolio is wide more than its rivals as it efforts to retain customers
and acquire new as well by producing quality goods in different range of cosmetics.
Organization may utilize its strength in term of gaining competitive advantages and giving tough
competition to rivals, who tend to become the competitive companies in the market against
Loreal. It is well-known for its different type range of products, which give more facilities to
customers rather than any company. It easily helps in making customers loyal in term of solving
their skin and hair concern or issues. Company has a good reputation for offering and
introducing innovative products to consumer across the word .
Weaknesses-
Too may sub divisions- Loreal company handles such large operation as it may offer
several products or sub divided each, which create complication for consumers to take decision
to buy which one and better for their issues. It can be said that by handling wide operations, a
company always fraught with key issues and major challenges, just like Loreal.
High expenditure in regard to human capital- The biggest weakness of
Organization's is its investment in human capital instead of research and development, products
quality, etc. There are many local and international rivals in the market of organization, because
there is lot's of cosmetics and beauty product manufacture .The company depend on the other
sales agent, because of this sometimes product get delay. Despite a powerful name in the
markets. It face big competition in market because it is a huge company. As we can say that the
company have many disadvantages the reason of this is the wider area of company. There are so
many problems company have to face (Wisea and et.al., 2020). It may also face poor
environment reporting and changing in climate, pollution and toxics and workers right supply
chain. This is the weaknesses that loreal is facing, it's not always profitable. It is a big

organization and there are so many difficulties to face. It has too many levels of reporting in the
organization construction.
Task 2.4
Based on key attributes, determining opportunities and threats from the environment.
OPPORTUNITIES-
Technology- This is the one of best factor, For example it improved the efficiency of
product which has had a great positive impact on financial performance for firm. It may help in
growth of the firms sales by doing social work like online availability of products. It also help in
making money and produce the result of customers demands.
Economic- Economic factor are the one of those factor that effect economy and tax
rates, policies and government activities. These factor are not in direct repletion with business
but it determine investment value in future. It may effect the ability to make a better choices.
Threats-
Competitive- This threat directly effect the business, For example it forces management
to drive their attention towards re-framing their current tactics. It may create critical situation in
firm. This threat refers the factor that have potential to harm organization. Intense competitive
environment within industry may posses biggest threat for Loreal, which it may attempt to deal
and overcome in effective manner.
Social- This threats effect the communities, For example it include poverty, social
isolation and limited community resource. In this factor it effect the demand of the product
because there is so many competitors and they all have best advertisement and show off this
may create issues in demands of our product.
Task 2.5
Strength
 Wider force
 broad product range
Weaknesses
 limited product range
 low quality product
Opportunities
 Technicology
 Economical
Threats
 Competitors
 Socialising

Current situation of loreal paris
Loreal improved in every way, such as launching new products, in last few months firm
launched their new beauty products For example lipsticks,serums and many more. And the
slogan of organization is also improved because of it's growth like in last years it's slogan is
“You are worth it” but now it's “ We are worth it” this happen because of improvement in firm.
By this company face new competitors, For example Mac, Dior and chanel they give though
competition to Loreal. They provide their new facilities it help to them to make new customers
of firm. It give the organization a better position in market which they already hold. The
organization hold customers loyalty by giving them new launched products and services they
want. It maintain their position by doing hard work and give their best to market. The current
face of Loreal is up about body image and ageing in market. In current advertisement they
involve a Hollywood actress, this is the central of attraction of the firm Because of this it gains
so many new consumers. Loreal currently provide some new policies to their customers, it
provides some discounts on their new launched products it helps to increase sales of new
products and currently they are also lauding their rentless efforts and a good spotlight on
contribution, the organization along with its new ambassadors. They add so many new faces in
advertisement for products. They change their products packaging and quality and quantity they
made it better.
TASK 3.1
Develop buyer persona of target consumer
In order to create persona for aiming customers different things comes for making
effective. By developing buyer personal for focusing consumers helps in making target
positioning of through distinctive points. That are explained below;
Reframe work from consumer aspects- It helps in making targeting on consumer preference
that helps in aiming customer into prospective manner (McDougal and et.al, 2021). In order to
build work through consumer perspectives helps in gaining consumer through targeting their
needs and requirements. This creates buyer persona by re framing work from customer aspects
that targeting consumers by developing in positive approach.
Target social ads more productively- To aiming at customer makes them attracted towards
organization by social promotion. Through advertising helps in targeting customer that expands

business through social advertisement. By creating social ads, it directly speaks to target
customers in definite manner. It helps in expanding customer through promotion, gains
customers effectively. This develops persona by targeting customer through promoting products
in social platform.
Check out competition- By taking research on consumer, helps in checking out things that has
already use by competitors that they are already used. In order to get content along through
social networking site. Through analysing competition helps in determining competitors that
enhances customers towards focusing on them. In accordance to checking out competitors helps
in expansion of business through making their competitors boost performance of company
through making most effective products by determining competition.
Identifies consumer pain points- In regard to creating buyer persona by targeting customer
through determines customer pain points from which easily targets customer (Illescas-Manzano
and et.al, 2021). By making their pain points, strength for organization through making most
effective approach through consider pain points and targets and focused through applying in
buyer persona of target consumer. Through identifies customer pain points, easily gets attached
with consumer, attracts consumer towards organization their services and products.
Determine goals of customer- For creating buyer persona for targets consumer, identifies
targets of consumer through which reaching to customer expectation. Also, helps in providing
customers aims through satisfying their needs and requirements that boost productivity and
targets consumer effectively. By determines consumer targets help in expansion of business and
provides basis for targeting customer effectively. Through making aims of targets as preference
and enhance productivity of company. It improvises customer targets by buyer persona for
making effective approach in perspective manner for marketing of targeting customers by
targeting consumers.
TASK 3.2
To describe the characteristics of the target customer by using the targeting variables are as
follows
Demographic factor:
It is the important factor which is usually based on the age, gender, profession, family condition.
Customer in such type of segmentation are usually interested in the investment. Demographic
factor is also understood as to breakdown of the persona of customer on the basis of their

personal details as their age, gender etc. As for the loreal company if they want to target
customer in this segment they must need to diversify their product in a range. So, that customer
can attract towards their product and make investment to buy the product and services. Proper
targeting strategy can be helpful for the company to earn more revenues (Tefera and Migiro,
2017).
Geographic factor:
Geographic factor generally based on the location or the physical market location it usually
affect the physical interaction with the customer in the market. In such type of factor group of the
customer lives in the same area which also have the same opinions. That is the reason this factor
is beneficial for the company as they have great opportunity to connect with the alongside
abstract type.
Behavioural factor:
It is based on the buying behaviour of the customer, it involves the behaviour pattern of the
customer for the particular product and service. Loreal company need to know that what
customers are usually preferred in their product so that they can provide them more better verse
of the product (Gajanová, 2018).
Psychographic factor:
In this the main focus is on the qualitative traits. As by defining the persona of the customer it
will the beneficial to prepare the marketing strategies. Loreal company can proceed to create
their brand personality so that customer will attract towards their product and services.
Firmographic factor:
It can be used to explain the firm attributes, with the use of this factor loreal company can
analyse their investors as what firm is apt for the investment in their project (Chepurna and
Criado, 2021). Company can proceed to use this factor to identify the investors on the basis of
the size, funding and the scale.
TASK 3.3
To targeting the customers for the Loreal company they must need to define the segment first as
it will allows them to target or positioned their product in the market. Company need to analyse
all their internal factors as what they are good in and what are the areas which require a
improvement (Kubalová, 2020). As their strength is that they have the good range of the product
so they need to target those segment in which they have found the large number of customer who

have good interest in their product and services. Company has the weakness as because of the
good range product they sometime deliver the low quality product which is not good for their
business. Therefore they need to track their operations so best product can be come out and no
mistakes are made while production of the product. They also proceed to add the technogical
factor in their product and services as they can go with the voice searching technology which
will attract the customer also it will be helpful for them to search for the particular product.
Company also need to focus on strategy due to the competition in the market they should not
only focus on the product but they also have to be service oriented. Good strategy and effective
marketing research can help the company to achieve their goals and objectives (Liao and et.al
2021).
TASK 4
Loreal reflect statement about their value positioning objective
This image delivers the value position objective of loreal in term of the best brand, It
reflect the customers attraction towards the brand. This brand provide goodness and quality that
shampoo having such as we can see in image it claims that this shampoo provide your hair a
damaged repair treatment. Their goal is to be offer each and every person around the word the
best of beauty in the term of quality, quantity, safety and efficiency to satisfy all beauty needs
and desires in their infinite diversity Through this they can achieve their main aim that they
claimed and that brand provide the best of their services. This help them to achieve valuable
position of brand, this brand provide satisfaction to their all users and making in believe them to
trust the brand. It give all the kind of services and assurance to their product users, that brand

hold a reputed position in the market. The brand committed to preserving plant's beauty. That
brand believe in stronger communities and lifestyle.
This provide all kind of skin complexions product it attract their consumer to show their
interest in products they provide. It also give their reasonable price of product that gain
customers attraction and interest. And it may also set the best sealing position in market. That
brand show their desire to work for their product users and in the context of achievement they
give best of their by giving their best quality and quantity of product and best price,and this
brand focus on a classical product that gain everyone attention. It make loreal the bes test brand
of the market and also a stabilised and a classical one.
The above chosen image, provide appropriate and clear information or motive of this
products that contribute to create or build great brand image in the market, which is quite
essential for company to do so. It is quite challenging for any firm to set its excellent businesses
position in the market, but Loreal may do so as it may utilize the best marketing tools.
CONCLUSION
On the basis of above discussion, it has been identified that organization has gained
competitive by grabbing the existing business growth opportunities. It has successfully achieved
its strategic objectives by using advanced technologies such as digital marketing. Organization
has gained competitive advantages, by overcoming the negative impact of existing threats and
strengthening workforce to do so in the future, by committing and working harder than ever.
Furthermore, from above analysis, it has been concluded that by using digital marketing tools
such as social media promotion and products advertisement, it has generated excellent brand
image and also attracted potential consumers. It has gained the attention of international
consumers by promoting venture and goods using social media channels.

REFERENCES
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Online
Marketing, 2021. [online]. Accessed through < https://www.ama.org/the-definition-of-
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