Cross-Cultural Communication for L'Oreal Cosmetics Marketing Report

This report provides a detailed analysis of L'Oreal's cross-cultural communication strategies within its global marketing operations. It examines the company's approach to promotion, pricing, and product strategies in diverse cultural contexts. The report explores the importance of understanding cultural factors in international marketing and analyzes L'Oreal's market segmentation, particularly its focus on the middle class. It also delves into the use of public relations, personal selling, and various promotional techniques, including online marketing and international trade shows. Furthermore, it highlights the significance of adapting communication styles, considering ethical factors, and addressing potential barriers in building relationships with international clients. The report offers insights into L'Oreal's marketing mix, including product, price, place, and promotion, while emphasizing the need for a clear understanding of cultural nuances to achieve marketing objectives and gain a competitive advantage in the global market. The report also examines the impact of marketing communication on consumer behavior. The report emphasizes the need for companies to understand customer needs and demands.

Cross Cultural Communication

TO :
Subject: Promotion of cosmetics item
LO real Company believes in involving customers in business activities in order to
provide high level of satisfaction. As per the financial report, business entity is generating 24.24
b Euros revenue it is only possible only through effective public relationship. In present scenario,
more of women as well as men are becoming more beauty conscious. Thus, firm can achieve
growth not only in terms of revenue but also in context of expansion of business by building
strong relationship with the client. Data or information collected from the market and analysis of
the same indicates that planned advertising media for the promotion of cosmetics item required
to be changed. Results of the investigations and surveys conducted by the market department
shows that it has become essential for Lo real company to improve their promotional or
advertising activities as well as strategies. It is required by marketing team in an organisation to
make their plans according to the latest trends in the society. As this activity will assist business
entity in increasing their sales as well as profitability. It has become important for an
organisation to use internet or online platform for promoting products or services. As this will
help business entity in reaching wide numbers of services. Online platform will also enable L'o
real company to directly communicate with customers and identify their needs or demands.
Marketing communication should be executed with care, as these factors have direct as well as
significant influence on the behaviour of consumers. When designing the advertisement, it is
required by marketing team to consider various factors such as social, cultural, demographic
factors etc. As these variables have direct effect on the perceptions as well as buying behaviour
of customers. Other constituents which need to be considered in relation to international
marketing communication are workplace ethics, level of education possessed by clients or
workers, similarities or diversities in values, beliefs and religion or cultural (Whitelock, 2013).
L'oreal company can adopt the internal marketing strategy for its business and making its mark
across cultures through its variety of products. As this international expansion will help firm in
achieving its long term objectives. As LO real is operating in highly competitive business
environment, it is required by cited organisation to develop the understanding about the needs as
well as demands of customers. Marketing team in an enterprise shout also need to develop focus
on identifying psychological, social, economic and demographic factors; this activity is essential

to be conducted in international market. It is crucial for the marketing team in L’Oreal to adopt
the global marketing strategy in the most specific manner by formulating with a clear as well as
specific understanding of the market and demands of products across cultural boundaries.
L'oreal company is presently offering discounts on in products in order to attract more
number of customers. But the company has failed to achieve is objectives of increasing sales and
profitability. As it has been identified from the marketing research that many of the customers
are unsatisfied, they perceive that an organisation is giving discounts but at same time business
entity is also increasing the price of cosmetics item. There are mainly two strategies which can
be adopted by the Lo real enterprise for increasing sales these are push and pull strategies. Push
strategies includes point of sales displays, use of internet for promoting brand , products or
services. Discounts , offers , cash back push or influence consumer to buy particular goods or
services. Lo real company can also use combination s of both push and push strategies. As these
plans will assist business entity in boosting sales and increasing profitability. Management team
in Lo real company is required to revise their pricing policy or strategy. It is required by an
organisation to introduce new schemes for customers. As this activity will help firm in providing
high level of satisfaction to customers and increasing sales of goods. Company also can adopt
these strategies of distributing the free sample product to consumers. As this will allow
customers to identify or analyse the effect or benefit of using specific cost emetic item. Sales
person in Lo real company should take high initiatives to demonstrate the benefits of using
product,for that they are required to develop the understanding about the constituents in the
products .
Public relations
Public relations is a communication strategy which is adopted by an organisation in
order to build and maintain long term relationship with clients. This strategy also supports
business entity in retaining profitable customers for long time and influencing client to make
frequent purchases. Public relation strategy also supports an enterprise in enchanting brand
image and improving reputation. This is considered to be cost effective plans which helps firm in
increasing sales and profitability (Lamb, Hair and McDaniel, 2011). There are basically two
types of public relations; these are: marketing as well as non-marketing. The decision made by
management team in an organisation has significant influence on public. Management team in
Lo real company can seek support from the professionals or experts in order to create strategy for

creating as well as maintaining strong relationship with customers. Marketing public relation is
mainly concerned with the public relations’ activities that directly support marketing objectives.
Proactive marketing techniques can be used by the marketing department in L’Oreal. In this
method, the marketer takes the initiative and seeks out opportunities for promoting the company
products, There are several public relations tools which can be adopted by cited business venture
these are: audio-visual materials, special events, public services, news etc. Cultural factors
should be considered when making marketing plan related to selecting the method of
communication with clients. As culture is considered to be as a powerful factor in context of
internal marketing , there are high chances of misunderstanding , legal obligations due to lack of
understanding about the norms , traditions,etc. There are six patterns in cultural differences that
are essential to be considered when communicating for developing public relations these are
various communication styles, attitudes towards conflict, approaches to completing tasks,
decision-making styles, attitudes towards disclosure etc. These variables play important role in
communicating with public and developing relations with them. Difference in communication
can create several barriers in building relationship with foreign client. It is required by
management team in Lo real to analyse the behaviour of their customers, as this will help with
ensuring the accuracy about the fact people will react and technique which can be used by firm
for approaching client.
At the initial stage of the process, marketing department is required to establish some
objectives. In next phase, the marketing manager is required to execute activities and lastly
require measuring the effect (Eggers, Hansen and Davis, 2012)L’Oreal needs to emphasise on
personal selling. As this strategy will support in the firm in developing as well as maintaining
strong relationship with client. Personal selling will also allow company in identifying the
customers’ perception about the quality of goods or services provided by an organisation. It will
help business entity in influencing people to buy company’s products or services. Personal
selling also aids firm in recognising the performance gap and reason for the same. It also helps
marketing department in making decisions related to product development and also assists in
designing of marketing plan.
Some techniques that can be used for selling products directly to customers are door to
door selling, use of online platform such as internet, social media, camps, events etc. There are
several media choices available which can be used by marketing team in L’Oreal to sell products

or services directly to customers; these are Web based marketing, International trade shows etc.
Web based marketing, marketing team in Leo real company can create its personal websites
specifically for the targeted audience. This strategy will also support business entity in reaching
to the wide number of customers and will allow company to communicate detailed information
about products and benefits of using the same. This plan will also support business entity in
gaining customer loyalty (Thackeray, Neiger and Keller, 2012).Online platform will assist
business entity in communicating directly with customers. By using online platform company
can engage customers in business activities.
International trade shows is another technique that can be adopted or used by company
for reaching directly to their clients and providing them with services or products. Examples of
methods to participate in trade shows include sponsorships, Public relations and many other
communication channels are available which can be adopted by L’Oreal.
There are several factors which can have influence on selection of advertisement media
by marketing team for communicating or interacting with customers directly. These variables are
intensity of competition, target audience, economic growth of audience or customer in the
market, availability of resources, laws or regulation formulated by government in the nation,
objective of marketing campaign etc. (Kumar, Rahman and Kazmi, 2013).
Marketing Mix
L’Oreal has an effective market plan, as it includes all the important element of
marketing mix these are product, price, place and promotion.
Product- L'Oreal sells wide range as well as variety of product or services. These factors have
supported business entity in eliminating the adverse effect of changes in external factors on
business operations. An organisation also uses natural raw material for producing the cost
emetics item which has positive effect on human skin. This factor has supported the firm in
gaining customer loyalty (McDaniel and Gates, 2012).Product is sold by marketing team directly
to the customers.
Price- An organisation has adopted the strategy to sale premium quality of products or services at
high price. This advantage has gained by an enterprise as business entity has gained good
reputation in the market.

Place- L’Oreal has adopted the double layer channel strategy, in which distributors as well as
report will help business entity in creating a chain. An organisation also have focus on building
strong relationship with suppliers as well as distributors. But the management team in Lo real
company has to face several issues such as double marginalization etc.
Promotion- Company has planned to utilise advertisement techniques such as newspaper,
Television for promoting goods or services and generating the brand awareness (Malhotra,
2015).
L’Oreal market Segmentation
L'Oreal as global multinational cosmetic company has its presence in almost all cultural
area. Before entering into new market, company has made an effective plan to get information
about the market and analysis the situation of business environment. Marketing manager in Lo
real company has planned to target middle class people of the society. LO real marketing
segmentation that intends to cater the need of people with middle level income group. This
strategy has been adopted by an enterprise considering the fact, it will be easier for firm to attract
middle class people by offering discounts and other schemes. Business entity has also adopted
the investment strategy and has spent huge capital resources on conducting the market research.
This investment strategy has supported business entity in developing the understanding of market
situation , culture , designing of strategy and formulation of market plan. The reason behind the
success of lo real company is that company visionary outlook and clear understanding of the
market (Dibs and Simkin, 2013).
Cultural issues in Global marketing
International marketing strategy is a concept which includes comparative management
which helps business entity in developing the understanding about the way management differs
from one country to another or according to culture. It is important for the company to
understand the culture as this is the factors which can create barriers in achieving of desired
marketing objective. As Marketing team should analyse the culture prevailing in the country in
which an organisation is operating as it will help firm in gaining competitiveness advantages and
other benefits. There are many cultural issues which might be faced by the marketing department
in L’Oreal. It is required by the marketing manager in cited business venture to consider these

barriers or problems when communicating with target audiences in different cultures
(Brassington and Pettitt, 2013).
When communicating with the customers, language is the major barrier which can
restrict an individual or marketer in achieving their objectives. There are mainly many variations
in one single language. Communication is an important factor which has great influence on the
buying behaviour of customers as well as their attitude towards particular brand. It will be
difficult for the sales person to convey their client and influence them to purchase particular
products. Moreover, it is required by marketing department in LO real to design unique symbol
for conveying the message or product detail.
Standardisation is defined as the procedure of encompassing and successfully applying
domestic target-market-dictated product standards. It is an effective strategy that can be adopted
by Arboreal to increase its sustainability in global environment and gaining competitive
advantage in international market.
It has been identified that understanding of different cultures has great significance in
context of international business and cultural factors have direct relationship with marketing
communications or any forms is essential as the first step after entering new market is to identify
the needs as well as demands of consumers in the defined cultural market (Perreault, 2010).
Conclusion
It has been concluded from the report that culture plays an important role in changing the
situation in favour of internalization that corporation undertake or strategies. Project has also
concluded that globalisation is all about emphasizing on expanding the business operations .It
has also been concluded from the study that Lo real company have effective criss cultural
management and marketing segmentation strategy which has helped firm in achieving success
accomplishment of marketing objectives.
It has been suggested to company that it should conduct internal as well as external audit
before entering into new market. As this strategy will help business entity in gaining competitive
advantage in international market. It is required by an organisation to develop the understanding
the cultural variation as this will help business entity in selecting the appropriate market or target
fore selling the product or services.

REFERENCES
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