Marketing Analysis and Rebranding Strategy for L'Oreal

Running Head: MANAGEMENT 0
MARKETING
FOUNDATIONS

MANAGEMENT 1
Executive Summary
The below mentioned paper highlight the details about the marketing analysis of the company
L’Oreal. The company is facing difficulty in increasing sales and maintaining high level of
profits in the market. The below mentioned report is created for the rebranding strategy of the
company L’Oreal. The organization should create new product range of customized cosmetics in
the market and should focus on the effective promotion strategies for the company. Lastly,
implementation plan and recommendation strategies will help the organisation to succeed in the
target market and increase the level of revenue as well.

MANAGEMENT 2
Contents
TARGET MARKET & POSITIONING.........................................................................................3
SELECTION OF TARGET MARKET.......................................................................................3
POSITIONING STRATEGY......................................................................................................4
Positioning Strategy.....................................................................................................................4
MARKETING MIX STRATEGIES................................................................................................4
PRODUCT/SERVICE.................................................................................................................4
Defining the product attributes................................................................................................6
PRICE..........................................................................................................................................6
PROMOTION..............................................................................................................................7
PLACE.........................................................................................................................................8
Push distribution model...........................................................................................................8
EVALUATION AND CONTROL..................................................................................................9
EVALUATION OF OBJECTIVE ACHIVEMENT...................................................................9
IMPLEMENTATION & SCHEDULE............................................................................................9
GANTT CHART.......................................................................................................................10
CONCLUSIONS AND RECOMMENDATIONS........................................................................10
REFERENCE LIST.......................................................................................................................11

MANAGEMENT 3
TARGET MARKET & POSITIONING
SELECTION OF TARGET MARKET
L’Oreal is a leading organization present in the personal care industry, the organization
provides a wide range of skin and hair care products to the customers in the business
environment. The L’Oreal group works in the worldwide market with approximately 130
countries on five continents as all the people present in the world require such products from the
market (Hong, 2013). The portfolio of the group serves three different range of goods to the
customers present in the business environment that are professional products range, L’Oreal
Luxe and thirdly consumer goods. Analysing the target market for the company, it should be
noted that the organization serve wide range of customers in the environment. However, the
rebranding strategy for the company would require the organization to differently target the
customers in the environment so as to increase their level of satisfaction in the market (Morgan,
2012). Below mentioned is the elaboration of the segmentation strategy for the company
L’Oreal:
Demographic segmentation: In relation to this type of segmentation, the organization target
people based on their age, gender, income, marital status and occupation (Goyat, 2011). Based
on age, the company targets the people belonging to the age group of 25 to 50 years. These are
the people who have keen interest in purchasing the products of the company. On the basis of
gender, the company majorly focus on women because they are more concerned for their skin
and beauty as compared to men. On the basis of income, the company targets the middle and
well as high income level group present in the market.
Geographic segmentation: On the basis of this type of segmentation, the organization targets
the people present in the whole world. Being such a large organization, the business holds the
capacity to provide the whole of its product of the world. However, the organization should
majorly target people present in US, UK, Europe and Asian market.
Psychographic segmentation: On the basis of this type of segmentation, the company should
target having the behaviour of buying new things available in the market. The organization