Integrated Marketing Communication Plan for L'Oreal Paris Organic Baby Wipes

INTEGRATED MARKETING COMMUNICATION 0
L’Oreal Paris

INTEGRATED MARKETING COMMUNICATION 1
Contents
Introduction....................................................................................................................2
Lo-1 Marketing Communication Channel....................................................................2
LO-2 Communication objective of Organic Baby wipes of L’Oreal............................5
LO-3 Justification.......................................................................................................7
LO-4 Communication Plan............................................................................................9
Traditional channel...................................................................................................10
Non-traditional channels..........................................................................................11
LO-5 Evaluation...........................................................................................................12
Communication strategy...........................................................................................12
Channel Choice........................................................................................................12
Creative content........................................................................................................13
Conclusion....................................................................................................................14
Referenes......................................................................................................................15

INTEGRATED MARKETING COMMUNICATION 2
Introduction
L’Oreal Paris is a cosmetic company. Its headquarter in Clichy and registered office in Paris.
It manufactures beauty products such as shampoos, skin care products, sun protection, make-
up, hair colors, perfumes and others. L’Oreal produces a large quantity of cosmetic products
in the world. It currently manufactures 1000 individual products and 500 brands in the sector
of beauty and fragrances. The company came with a new development of hair dye by a young
chemist Eugene Schueller in 1909. It is a multinational company having 28.219 billion assets
at the end of 2013. In the United States, it is also registered as the highest cadre
nanotechnology patent. L’Oreal is the true beauty care brand in many international famous
brands. The company launched hair color in 1973 with the advertising campaign. The main
motto of the company is to help every woman by embracing her unique beauty. L’Oreal Paris
has an unmatched technology, innovation, and research. In 1920, the company employed 3
chemists but now it has 20000 chemists in the company. It was started with the hair color but
after the great success, it introduced the skin care and beauty products. The company have
wide range of distribution channels for selling products. The company has six international
research and development center (Successstory, 2018).
Now, L’Oreal Paris introduces new organic baby wipes for babies skin. With the help of
marketing communication channel, L’Oreal Paris promotes their new product ‘Organic baby
wipes’. L’Oreal Paris use the marketing communication channels to attain the communication
objective of baby wipes. For increasing sale, the company make communication plan by
evaluating them (Chitty, et al., 2011).

INTEGRATED MARKETING COMMUNICATION 3
Lo-1 Marketing Communication Channel
Marketing Communication Channel is a source from which the company provide information
of product and services to the consumer for increasing sale. Market Communication has
different channels to communicate with the desired market or general market. Direct
marketing, personal selling, advertising, social media are the examples of marketing
communication channels. L’Oreal Paris uses the social media, advertising, and sales
promotion for communication (Daymon, and Holloway, 2010).
(Source: Bilal, 2016)
Role of Marketing channels in communication objective
Marketing Communication Channels help L’Oreal Paris to achieve the communication
objective of the company.
Communication objective
The objective of promotion and advertising campaign are stated as communication objective.
L’Oreal communication objective is to launch the new product in the market, to increase the