Marketing

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Marketing

Executive Summary
The brief study of the project explained about 4p’s marketing mix strategy in which comprises
price, product, place, and promotion. Significance of 4P’s model understood by the support of
two brands i.e. Loreal’s Expert moisturiser and Bulldog moisturiser. These brands applied 4p’s
marketing mix model to increase their brand image and product in the glocal market analyse in
this project.

TABLE OF CONTENTS
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Marketing Mix comparison.........................................................................................................4
Comparison of Target markets....................................................................................................8
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers as a set of action or tactic that undertakes by company for promoting
product or services in the business market so that it can achieve high profitability in business.
This report will provide a comparison between Loreal’s Expert moisturiser and Bulldog
moisturiser brand with the support of marketing mix strategies. Both brands are producing
moisturiser for men.
Marketing Mix comparison
Marketing mix is a marketing tool which is applied by companies or brand to influence
brand image or product positioning in the global market. it comprises various marketing mix
elements i.e. product, price, place promotion which are known as a set of marketing that helps to
improve brand or product positioning (HR and Aithal, 2020). This marketing set is also known
as 4P’s model. Different elements of marketing mix are mentioned below in following manner:
Product
Product strategy supports brand to develop effective product accordingly market trends in
the context of increasing the sales and satisfaction of users as per their needs and expectations. It
is considered one of the essential parts of marketing mix strategy that plays vital role in leading
level of customer’s satisfaction by meeting their needs and preferences (Dadzie and et.al., 2017).
However, product is categorized into two forms tangible and intangible. Tangible means product
or goods that are consumed by customers while intangible means a service or idea that is used by
company or brand to provide standard quality services i.e. online transaction services, home
delivery services etc. the comparison between Loreal’s Expert moisturiser and Bulldog
moisturiser is mentioned below. As the beauty care market is improving the high demand of
customers, is also increasing and that is very important for both brands to concentrate over their
products to enhance sales and attracts large of customers in the business productively.
Loreal’s Expert moisturiser Bulldog moisturiser
Loreal’s Expert Moisture is the one of the
most demanding brands in Loreal’s existing
portfolio. The focus of the company with this
As compared, this brand also has an
innovative approach in order to enhance
efficiency of their products which supports

brand is to stay focused on qualitative
approach in order to increase level of
consumer’s satisfaction as well as increases
sales of product in the market effectively. So,
it is very essential for the brand to develop
better quality moistures which keeps targeted
audience skin soft and rich nourish.
brand to create bette5r opportunities in order
to increase high profit margin as Bulldog
provides high quality skincare product for
Men.
It offers different quantities product i.e. 100
ml, 200mil etc. in particular brand so that
each category customer can select moisturizer
as per the needed quantities.
This brand is majorly focused on using herbal
and non-chemical ingredients due to
increasing high awareness in customers about
the harmful effects on the skin. It also
supports brand to capture large market share
and gain more trust in it’s market. Bulldog
Natural Skincare Original Moisturiser leads
men’s grooming to a new level of excellence
by improving the outlook of their skin. This
product is available in travel size quantity i.e.
100ml.
The main objective of the brand is to keep
customer’s skin rehydrating, so it involves 8
essentials oil’s as ingredient in the moisturiser
i.e. green tea, leaves, green algae, konjac
mannan and vitamin E which keeps skin more
hydrating and glowing as well. The Bulldog
Moisturiser never comprises paraben, sodium
laureth sulphate, artificial colours, synthetic
fragrances etc. because it harms skin.
Price

It is another effective tool of marketing mix model that can be defined as the amount that
customer’s pays for the getting product and services. This element plays significant role in
customer’s buying decision for example when price of product is high as yield decreases buying
behaviour of targeted audience. IN other case if price of product is lower that improves selling
behaviour of employees in the workplace and makes employer low-cost market leader in it’s
industry. The comparison between Loreal’s Expert moisturiser and Bulldog moisturiser is
discussed below in respect of price:
Loreal’s Expert moisturiser Bulldog moisturiser
Loreal’s Expert Moisturiser is the brand that
is famous for it’s moisturiser and offers for
the men’s which is major speciality of the
brand. To promote it’s moisturiser it adapts
competitive pricing strategy. This strategy
supports brand to penetrate market
effectively. This strategy is not only
supported brand to attract new customers but
also brings perceived values within it’s
market.
While Bulldog also implements competitive
pricing strategy. It offers it’s moisturiser at
similar price like Loreal’s expert moisturiser.
The main goal of the brand to offer standard
quality moisturiser at affordable price which
improves customer’s buying behaviour and
keeps them satisfied for the brand as
compared Loreal’s expert moisturiser
(Išoraitė, 2016).
Premium pricing strategy also has followed
by brand. There is a reason to adapt this
strategy such as it has goal to attract high and
middle class customer’s for it’s proposed
brand so that it enables to generate high profit
margin by selling them at hike price. With
this strategy, it has maintained standards of
brand in the market.
As compared this brand follows sustainable
pricing strategy so that each category
customer i.e. lower, upper and middle class
can buy it’s proposed product in effective
manner. The main objective of the brand is to
build strong positioning as Bulldog brand for
ordinary men which can be gained through
this as the pricing is lesser rather then other
organic brands and highly closer to synthetic
product.

Place
Place plays significant role in company because it supports to occupy wide number of
customers within place for selling it’s product. The comparison between Loreal’s Expert
moisturiser and Bulldog moisturiser is discussed below:
Loreal’s Expert moisturiser Bulldog moisturiser
It also has adopted distribution strategy to
provide high availability of proposed product
in the global market. With the support of this
strategy it has established reliable brand
image in Indian market due to good quality
moisturiser (Sanober and et.al., 2018).
Distribution marketing strategy follows by
brand and it sells it’s proposed product to the
targeted audience through major retailers
across UK i.e. Sainsbury’s and specialist
cosmetic stores i.e. Boots. Online marketing
strategy also follows by brand and provides
online websites to the customer with the
support of online stores Niven and Joshua &
Male-organics. With this strategy brand has
goal to increase their reach towards the
ordinary men.
Promotion
It is another essential marketing tool of the 4P’s model that supports to improve product
value in the skincare industry. There are various sources of promotions i.e. public relation, digital
marketing that helps to develop a good image of the product in customer’s mind.
Loreal’s Expert moisturiser Bulldog moisturiser
It follows aggressive policy strategy that is
quite informative and creative type policy
which ensures users that they get standard
quality product i.e. moisturiser. This policy
has supported brand to increase positioning of
proposed moisturiser in the global market.
It is usage online public relation promotional
strategy that supports news, published articles
on shopping advisory sites i.e. Hippyshopper.
Apart from this, brand has been featured it’s
product in press articles in a range of
newspapers including Daily Mirror,
Telegtaph, fashion magazine i.e. FHM &

cosmopolitan etc. helps brand to develop
good positioning in the market.
Comparison of Target markets
Target market refers as a specific group of people from wide population which is targeted
by companies or brands as targeted audience to have intention of selling their products and in
exchange generate high profit margin within business. It also helps in analysing demand of
targeted population about the brand and it’s product in the market. Comparison between two
brands in the context of target markets that has been mentioned below:
 Loreal’s Expert moisturiser: The target market of the brand is high and middle class
people who specially looks for good brand and it’s product which offers high standard
quality moisturisers that keeps their skin healthy and nourish for this they are ready to
pay extra. This brand is specially designed for men.
 Bulldog moisturiser: While Bulldog targets those people who wants good quality
moisturiser at affordable price and they expect that they can carry product in travels
easily. So, it targets middle- and lower-class people. Bulldog is known for men’s world
because it offers all product for the men only (Ruiz-Pava and Forero-Pineda, 2018).
Recommendation
 Bulldog moisturiser and Loreal’s expert moisture brand apply 4P’s model effectively by
implementing different marketing strategies to influence their products. However,
Loreal’s Expert is more successful as compared Bulldog moisturiser in respect of
applying 4P’s model because it’s targeted audience men who are ready to pay extra on
the product to get glowing and healthy skin rather than Bulldog moisturiser.
 Bulldog needs to target upper class audience because it will improve standard of brand in
the business market because upper class audience always wants such chemical free
product and wants that the brand improves their value in community.
 Loreal’s Expert moisturiser needs to improve it’s promotional strategy that brings
awareness in targeted audience about it’s speciality that ultimately improves demand of
the product in market (Lindgärde and Mionic, 2020).

 Bulldog must follow premium pricing strategy then it can easily access high class
customers for buying it’s proposed product.
CONCLUSION
This report has been summarized 4P’s marketing mix model that is used to create
comparison between two brands Loreal’s Expert moisturiser and Bulldog moisturiser in the
context of implication of different market strategies. It can be concluded different targets market
that used by two brand Loreal’s Expert moisturiser and Bulldog moisturiser for private gain.

REFERENCES
Books and Journals
HR, G. and Aithal, P.S., 2020. Establishing True Lifestyle Brand in India: An Integrated
Marketing Mix Framework. International Journal of Management, Technology, and
Social Sciences (IJMTS),(June 2020). 5(1). pp.261-284.
Dadzie, K.Q and et.al., 2017. How firms implement marketing strategies in emerging markets:
An empirical assessment of the 4A marketing mix framework. Journal of Marketing
Theory and Practice. 25(3). pp.234-256.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Sanober, N and et.al., 2018. Impact of Marketing Mix Strategies on Consumer Purchase
Intention. Page| i. p.52.
Pratama, I.G.A.B.S., Verbal and Visual Messages on “L’oreal Paris Men Expert”
Advertisements.
Lindgärde, M. and Mionic, A., 2020. Brand Equity within Skin Care: A Qualitative Study of
Consumer Attitudes and Preferences towards Green Skin Care Brands.
Ruiz-Pava, G. and Forero-Pineda, C., 2018. Internal and external search strategies of innovative
firms: the role of the target market. Journal of Knowledge Management.