Marketing Mix Analysis: A Comparative Study of Bulldog and L'Oreal

This report presents a comprehensive marketing mix analysis of Bulldog Moisturizer for men and L’Oreal Expert Moisturizer for men. It begins with an introduction to marketing mix principles, emphasizing its role in brand presence and strategic analysis. The main body delves into the four key elements: target market, product, price, place, and promotion, offering a comparative perspective on how Bulldog and L’Oreal approach each aspect. The analysis highlights Bulldog's focus on a niche market, premium pricing, and strong UK presence, contrasting with L’Oreal's broader appeal, competitive pricing, and global reach. The report examines product differentiation, promotional techniques, and distribution strategies employed by both brands. The conclusion summarizes the key differences in their marketing approaches and overall market positioning. The report utilizes academic references to support its findings, providing a detailed understanding of the marketing strategies employed by these two brands.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Target market...............................................................................................................................3
Product.........................................................................................................................................4
Price.............................................................................................................................................4
Place.............................................................................................................................................5
Promotion....................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing mix analysis of the organisation denotes the influence of some key factors that
affect the overall brand presence and helps the management of the company in analysing in a
better manner what are the key strategies of the company and the modifications required
(Alexander, 2019). The present report will evaluate the different aspects of marketing mix in
context of Bulldog Moisturizer for men and L’Oreal Expert Moisturiser for men presenting a
comparative analysis on both the companies. Lastly, a conclusion will also be presented
analysing some key factors and attributes.
MAIN BODY
Target market
Target market is basically an indicative of that particular market segment which has been
identified and segregated by the brand from which they plan to attract and develop a potentially
rewarding customer base. It is important for the organisations to identify and develop a target
market so that they can develop a particular segment from whom profits will be derived
accordingly. For the selected company group i.e. Bulldog and L’Oreal Moisturiser, the target
market of the company can be identified and discussed in following context and manner.
The Bulldog Moisturiser targets the upper class segment of men who are flexible with
adopting newer products and prices and are excited regarding the launch of new products for
their skin care regime (Andrews and Taylor, 2017). The brand has developed different
moisturisers types which target different requirements of the men and have separate ingredients
that are suitable for multiple skin types and categories. For instance, dry skin, oily skin, different
smells for each type of moisturiser etc. so that every person can find their own type. This helps in
developing and targeting a specific customer base that has means and taste to meet their specific
needs rather than catering to a generalised need.
However, L’Oreal Moisturiser for men is a more feasible option for the middle class as
well as the upper class of men. This is because their products are more widely available and the
constituents of its target to a more generalised population. Rather than focusing on particular
skin type, they focus more on the sole purpose of a moisturiser i.e. to provide nourishment and
glow in their dry and chapped skin.

Product
The term product basically includes description and depiction of the product size, colour,
attractiveness etc. which is being presented before the public as a product (Kheiry, 2019). Both
the companies have entire different product type for their moisturisers and these can be
segregated in following manner:
The product of Bulldog is styled more uniformly with change in description only. The
colour background and design remains same i.e. a tube structure with white background and
description text over it. According to the Levitt’s model, it can be categorised in the stage of
expected products because the specifics of it match exactly with the attributes that were
presented and marketed before the customers, i.e. it delivers exactly what it is expected to deliver
(Thabit and Raewf, 2018). Further, the Aaker model indicates that brand is sophisticated i.e. it is
targeted for upper class only and has a potential degree of charm to it rather than reliability.
However, in comparison to this, L’Oreal has segregates the product specifications for its
men moisturiser where despite having limited number of variants, it has used different colours
such as orange, green, blue, black and red to segregate its products. Also the shape is different in
the form of a spray bottle (Paniandi and et.al., 2018). Aaker model places L’Oreal under the
competence category where brand is more reliable and successful in delivering and meting the
true intent of its product nature. Similarly, the Levitt Model indicates that brand belongs to the
actual category where it is meeting only the core benefit or need of the customer providing a
limited number of additional benefits with its products. Both the brands, thus, are significantly
different from each other in terms of product.
Price
Pricing strategy is basically used to understand that what is the competitive positioning that
is used by the company in order to attract more customers to their company as compared to that
of its competitors. Companies often use separate pricing strategies that help them in not just
gaining a larger market share but also increase their profits.
In case of Bulldog, the men moisturiser has priced their product according to value pricing
where the elite class of men who are extremely particular about their tastes and choices are
targeted (Türk and Erciş, 2017). Occasionally the company inclines towards competitive pricing
as well but because of the rich brand value and the reputation that it has created as a premium
brand contributes immensely in the maintenance of the existing price structure. This is the prime

reason that the men who are loyal customers of the brand rarely shift to other brand moisturisers
that are available at comparatively lower rates because of the excellent brand loyalty.
However, for L’Oreal, the pricing strategy only relates to the competitive pricing and the
existing prevalence and market captured by the competing companies. There are various other
strategies as well such as bundled pricing, penetration pricing etc. which company changes from
time to time as and when their operations change and evolved (Jan and Victor, 2019). Therefore,
this has become an important part in the customer retention and mostly company has been
successful in retaining and managing their customers by keeping a close control on their prices
and their influences.
Hence the pricing strategy of both the companies is largely different and the ideology
behind such pricing is also quite different and varied.
Place
Place broadly denotes the presence of the brand over the targeted customer base and the
geographical locations of the company which facilitate the products availability amongst such
customer base which has been targeted. This then directly affects the revenue being generated by
the company overall.
For Bulldog Moisturisers, the brand has presented its main focus in UK and the
distribution and supply of their products is extensive in UK and some of the international
countries as well (SAM, 2017). However, the reach of the brand in context of global terms is not
very prominent and elaborated. Asian market for instance is completely unaware of a brand
called bulldog and this is just a fragment indicating the lack of its geographical presence. Despite
this, the reach of bulldog in UK is extremely well developed and positioned which indicates that
how company has the strong potential to expand and promote their brand reaching new potential
and heights.
In case of L’Oreal brand of moisturisers for men, the presence however is global which
helps them in positioning the product in various counties and markets that target customers from
different economies etc. This is an immense plus point of the company because company has
worked extensively on the positioning strategies and supply chain as well as the distribution
chain both are very well knit for the company with excellent management of the operations
department of the company (Nobre, Bilro and Loureiro, 2019). Opening retail stress in prominent

locations, making product available in the malls and shops, excellent online presence of the
company has definitely created a far more expanded and wide customer base of L’Oreal.
It can be clearly understood that in terms of place aspect, the reach of Bulldog is
comparatively much limited than that of the L’Oreal which has helped the former in gaining
immense advantage by portrayal of self as a global brand which can be easily accessed and
afforded.
Promotion
Promotional strategies are broad indicators of the influence and control that brand has over
its customers and are dependent mainly on the marketing activities of any company.
In case of Bulldog, since the company is solely focused on men and their products, they
have used multiple strategies of both traditional and digital mediums of marketing (Hys, 2017).
The unique factor of using natural ingredients in their products has been the key feature of their
promotion method without fail and this has attracted men towards the brand without fail. The
changing preference of customers from artificial and potentially harmful to natural products has
helped the company in gaining their momentum.
L’Oreal on the other hand uses aggressive promotional techniques where using bright and
loud colours with vibrant energy along with excellent creativity in their ideas have helped them
in creating a global presence (Santos, Au-Yong-Oliveira and Branco, 2018). Additionally, they
have a tradition of using celebrity icons and role models for their brand promotion throughout
the world which has created immense following. Lastly, sponsoring events such as Paris Fashion
Week etc. helps the company in gaining that extra leverage which positions itself as a thoroughly
recognised global brand with a celebrity identity.
CONCLUSION
The research conducted in the report above helps in concluding that there is a vast difference
between both the companies and their presence in the marketing factors. It can be clearly said
that Bulldog is comparatively a premium brand that is exclusively available to a niche market
segment that it has developed and is based mainly in UK and its target market. However, L’Oreal
has positioned themselves as global brand whose products are affordable and can be easily
accessed anywhere. Therefore, despite competing on same products, the operating circle of both
the brands are vastly different.

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