Strategic Management for L'Oreal: Objectives, Message, and Marketing Tools

Running Head: STRATEGIC MANAGEMENT 0
STRATEGIC MANAGEMENT

STRATEGIC MANAGEMENT 1
Contents
Objectives of L’Oreal in different target market........................................................................2
Message......................................................................................................................................3
Recommendation........................................................................................................................3
Use of television and radio in L’Oreal.......................................................................................5
Recommendation........................................................................................................................5
Use of newspaper and Magazine................................................................................................6
Recommendations......................................................................................................................7
Social media and Digital marketing tool (A).............................................................................7
Twitter....................................................................................................................................7
Recommendations..................................................................................................................7
Instagram................................................................................................................................8
Recommendations..................................................................................................................8
Social media and digital marketing tool (B)..............................................................................9
YouTube.................................................................................................................................9
Recommendations..................................................................................................................9
L’Oreal women in science program.......................................................................................9
Recommendation..................................................................................................................10
Existing performance measures and metrics............................................................................10
Recommendations....................................................................................................................11
Student reflection.....................................................................................................................11
References................................................................................................................................13

STRATEGIC MANAGEMENT 2
Objectives of L’Oreal in different target market
Setting objectives is an important tool for the business to achieve the overall goal of the
organization. For achieving the objectives of the organization, it is necessary that all the
employees should be aware of the target. L’Oreal is a no. 1 cosmetic brand in the world.
L’Oreal has targeted different age group of people (younger and older), people of different
gender (women as well as men). Besides this, it has started the “women in science program
“through which 2800 women’s were recognized for their research. The objective of L’Oreal
behind this program is to increase the participation of women in science. It offers varied
products through which a large number of people can find product according to their demand.
Concerning the psychographic segmentation, it has targeted different social classes by
offering products for both the upper-class people as well as middle class. Besides this,
L’Oreal attracts those people who often read newspapers, magazines and keep their interest in
fashion. The objective of targeting the upper and middle class is to get a diverse customer
base. The objective of L’Oreal behind targeting every class of people is to bring the equality
for every class of customers. When L’Oreal started its brand, it has main objective of creating
innovation from the market prospective. The target market of L’Oreal is helping the brand to
one of the top brands in the world (Alisha, 2016). By utilising its objectives in target market,
it is increasing its product line so that every group of people get satisfaction form their brand.
Due to their diversification strategy, it is one of the most luxury and best brand of the
cosmetics in the world. The universalization strategy of L’Oreal is helping it in achieving its
goals by serving its customers worldwide. It has its stores in almost all countries so that every
country can enjoy the pleasure of beauty. In the context of behavioural segmentation of
L’Oreal, it targets different customers according to their demand for the product. For
example- the skincare business of L’Oreal seeks to fulfil the demand of customers for
products such as moisturizers, anti-aging, and anti-perfection. The objective of L’Oreal
behind the behavioural segmentation is to fulfil the demand of the customers and modify the
products according to their need. Its strategies focuses mainly on women’s who are stressed
out due to their increasing age and changing skin routine. In order to avoid their problem,
L’Oreal objective to solve the beauty issues by providing best quality of products. Only
because of its best quality of product and services, it is able to attract maximum number of
customers from various countries.

STRATEGIC MANAGEMENT 3
The objective of L’Oreal is to educate, aspire, and empower the women by using its beauty
product. The marketing strategy of L’Oreal boasts the high brand loyalty. It believes that
once a female consumer finds a perfect beauty product, she sticks to that product for a long
time. The company promotes its brand as more than cosmetic that is the main source of its
confidence and strength for its customers.
Message
By using its tagline “because you’re worth it,” L’Oreal wants to convey to its customers that
they are worthy. L’Oreal is showing the value of its brand and it is saying there is a value
while using the products of the L’Oreal brand. The tagline helps in targeting every group of
people by showing their worth to themselves. The tagline is suited to its brand as it offers a
wide variety of product to every consumer group. To covey its message to the customers, it
has used various promotional tools to convey its message to the target customers. It uses all
those promotional tools that could provide the great potential to L’Oreal to attract various
target groups. L’Oreal has used this tagline because according to them, women have inner
strength and they want to be cherished (Verner, 2018). To satisfy and serve the needs of the
consumers, L’Oreal provides the best quality of cosmetic that helped it in gaining competitive
advantage. In today’s world, most of the people want to be worthy by using their best fashion
sense. Therefore, for those customers, L’Oreal has best created the cosmetic brand so that
they can feel worth. Besides it, L’Oreal has started a national program for women through
which it is supporting the women by appreciating the successful research of female scientist.
By starting this program, it wants to change the face of science and inspire the world by
making a difference in the world. Through the start-up of L’Oreal science program, it wants
to convey that look at the world from a different perspective. It wants the world to be
innovative by applying their innovative mind-sets to the problem of the world. It believes that
the research allows the person to discover various answers that do not exist. In its
organisation, it helps its employees to explore the world by applying various scientific
methods to the product. This allows the employees to increase their motivation. It wants to
make the world aware of the scientific approach by starting this program. Its mission is to
offer the best cosmetic to all the men’s and women’s worldwide. Its goal is to spread the
ritual of beauty all over the world. By providing this message, L’Oreal is the most valuable
brand in the world.