Roles, Planning, and Marketing Mix: L'Oréal Report

This report delves into the marketing essentials of L'Oréal, examining the various functions and responsibilities within the company. It explores market research, product development, planning, selling, promotion, and distribution strategies employed by L'Oréal. The report also analyzes the roles of the marketing department in relation to the broader organization, focusing on setting market strategies, conducting market research, and developing new products. Furthermore, it compares L'Oréal's marketing mix with that of its competitors, providing insights into how the company achieves its business objectives. Finally, the report includes the preparation of a marketing plan for its products to enhance sales and customer acquisition.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1 various roles and responsibilities of marketing functions......................................................1
P2 Roles and responsibilities relating to the organisation...........................................................4
LO 2.................................................................................................................................................6
P3 Compare the ways in which various companies apply marketing mix in order to achieve
business objectives.......................................................................................................................6
LO 3...............................................................................................................................................10
P4 Preparing marketing plan.....................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing essential refers to various activities and functions which is used by company to
build customer and selling of goods and services. It is a very wide term which includes
advertising, selling, strategies and delivering of products and services to the ultimate customer.
L’Oréal is a luxury brand which was found in Paris in 1953 (Hudák, Kianičková and Madleňák,
2017). It is world largest cosmetic company. And one of the leading retailer of cosmetic items
and it have a significant internal and external environment as it deals in retailer sector. In this
report the L’Oréal company has included the keys and responsibilities of marketing function and
also has study the process of marketing planning which they used to increase more sales and
customer of L’Oréal company (Alford and Page, 2015). Study will relate marketing function
with wider organisation. Furthermore, it will compare marketing mix of company with its
competitor. In addition to this, report will prepare marketing plan for its products in order to raise
sales of its products.
MAIN BODY
P1 various roles and responsibilities of marketing functions.
There are various market functions which includes various responsibilities to full fill the
demand of Lo real company. This all functions are responsible for the growth of the L’Oréal
company. The various key roles and responsibilities of marketing functions are as follows such
as market research, product development, planning, selling, promotion, Transportation etc
(Hackley and Hackley, 2015).
Marketing relates to exchange of goods and services which satisfied the needs of the
customer. The following activities of marketing which are used in respect of exchange of goods
and services of L’Oréal company are as follows
Gathering and Analysing market information:
Marketing research is the first step which is used to understand the consumer regarding
what consumer want, in what quantity the consumer wants goods and services of the L’Oréal
company and at what price .And it can help the management to make better decisions to make
company more successful(Hair Jr and et.al., 2015).In this process the management of the L’Oréal
company do research on market externally and find out the information about the various
competitors . By gathering information the L’Oréal company find out the various opportunities
and get to know about which product has more demand in market. Through this they easily get

to know the demand of their products according to the need of consumer and if the demand
increase than the growth of L’Oréal company will also increase (Karjaluoto, and et.al., 2015).
planning:
Marketing plays the role of planner, marketing planning is a structure which is made by
the management in order to the objective of the L’Oréal Company. And the purpose of marketing
planning is to make decision about how they can sell the products ,who will do that ,and when
accordingly to their planned budget structure. In this the marketer has to make different plans in
respect of the level of production and promotion of products. There main aim is to focus on those
area and people who actually like to prefer L’Oréal products. Marketing plans are very important
for L’Oréal company because it makes sales easier and through planning the management easily
target their ideal customer smartly (Kitchen, and Proctor 2015).
Product development:
As the L’Oréal company knows that the first impression of the products is the last
impression .so design of the product provides first impression of the consumer and its plays very
important role in selling of products. Product development includes the design, shape, packaging,
colour, label which makes the product attractive in looks. If the design of the L’Oréal products
maintained constantly it will lead to increment in sales. The product development also include
branding, standardisation and grading. Standardisation of products means in which they focus on
the standard of the products such as size, Quality, Quantity, weight and raw material which
attract the customer to purchase the products. Branding refers to make its own identity and its
objective is to show that the products of L’Oréal company is different and attractive from other
competitor in existing market.
Customer support service:
The main objective of the company is not fully based on the exchange of good and
services. The marketer of the company has to full fill responsibilities of the customer in which
the marketer helps the customers. And offer various services to the customer such as Technical
services, handling customers complaints, credit facilities. This services has main aim to offer a
satisfaction to the customer in competitive market so that the L’Oréal company becomes the first
choice of the customer. This services helps to build customers attachment to a particular product
and make them to start buying L’Oréal product constantly (Benyoussef Zghidi and Zaiem, 2017).

If the company take care of the needs of the customer and work on the customers feedback and
complaints .Than the customer will always give first priority to the L’Oréal products .
Promotion:
Marketing plays role of promoter, through marketing activities company can promote its
products and can make mass audience aware about its products and services. This function of
marketing focus on how the L’Oréal company communicate information about L’Oréal products
to the people. so that customer spend more money to buy their companies product. The company
makes promotions with the help of advertising ,personal selling, public relations . And they use
various sources such as television, radio which can increase brand awareness in market. If the
people see and hear the name of L’Oréal company frequently than the customer make more
interest to know about the products and make themselves ready to buy the L’Oréal products.
Therefore it helps the L’Oréal company to generate more loyal customer. And also increase sales
and profit growth of the L’Oréal company (Blut and et.al., 2016).
Pricing decision
Marketing is responsible in taking right decision about pricing, through marketing
enterprise firm can know the prices of competitors and can set its service prices accordingly. As
the marketer of the L’Oréal company fixes the price of products. The company have different
customers across the world and they also belong from different background and standard . First
the marketer must understand that the price of product must high enough so that they easily
cover all cost of production. But the company wants that every individual customer whether rich
or poor make use of their products .so they decide the price of the product which does not appear
high in front of wholesaler, retailer, and consumer. All the parties must be satisfied with price
and it helps traders to push the L’Oréal products in market (Homburg and et.al., 2017).
Branding and packaging:
Marketing plays the role of branding, through marketing company can create its brand
image. Branding refers to a name of company which provide own identity in market. Through
the name the customers easily identify the products . By selecting symbols and creating logo
with a creative design which clearly shows the identity of L’Oréal company and easily visible
to the customer at any place .To recognise the product the symbols and logo of the product is
enough for customer. Packing means the wrapping and look of the products before the
distribution. As the customer first attracted by the condition and look of products . The L’Oréal

manufacturer's must check all the products before delivery. So that they never get any complain
like breakage, leakage or any kind of damage. This awareness can provide a better goodwill to
the company and make interest of more people to purchase the products from various stores
(Rajeev, 2017).
Distribution:
Marketing helps in finding effective distribution channel and distributing products to the
right consumers on right place. In this function the marketer plans to distribute products. In this
the marketer study about the different channels through which helps to increase sale. Channels
such as shop, wholesaler and retailer. Now days companies are preferring online channels to
generate more sales and customer across the country. And it helps to increase brand awareness of
Lo real company. There are two channels one is Direct channels and second is indirect channel.
In the direct channel process, the manufacturer of the L’Oréal company directly sells its products
to customer. Selling through internet or door to door are the example of Direct channel. And in
indirect channel the manufacture involve one or more middlemen to distribute goods. For
example manufacture -retailer-consumer. This both channel create a chain which helps the
company to reach different level of income (David, David and David, 2017).
P2 Roles and responsibilities relating to the organisation.
Marketing department has to take various responsibility for increasing the market share
of the company and also it contributes in the growth and profitability. As the organisation like
L'Oreal the marketing department is wide which includes the marketing manager, director and
marketing executives who are responsible for the functions such as advertising, publications and
events. Even this is also necessary to know and understand the position of the company in these
competitive world. It is also helps in to identify the mistakes in order to avoid making the same
thing on repetitive basis.
Role and responsibilities of marketing department of L'Oreal are :
Setting market strategy:
Marketing strategy of L'Oreal is being formulated by the senior member of marketing
department as they make the company overall strategy and objectives of the organisation.
Strategy is the wide term it may be increasing share in the cosmetic industry or in the overall
industry. To innovate any new product the department must need to reach the geographical
market. strategies are generally planned for long term and marketing department must set out the

objectives to achieve the target. By setting the market strategy company can increase its sale
(Crittenden and Crittenden, 2015).
Market research
It is one of the key responsibility of marketing department of L'Oreal that they will go
through the industry reports. Research helps them to identify the market and opportunity to better
understand the customer needs. It also find out the strength and weakness in this competition and
take the appropriate actions to protect the business. Research is being carried out by studying the
reports. Market research brief the company to carry out the research.
Internal and external product development
Marketing department of the L'Oreal works for both the department through team
development it develops the new product and improves the existing products. Marketing
department also focus on the sales of existing products and evaluate the gap in between the
existing product and the customer needs than they find out the opportunity. employees of L'Oreal
do the team development by taking care of the customer needs and their preferences to identify
in the areas of improvement while introducing the new product. At last in the process of market
development the marketing department set out the prices and also make the plan while
introducing the new product (Lepkowska-White, 2017).
Communication and promotional materials
Marketing department of L'Oreal plan for the campaigns and also develop the
communication skills to promote the products and services in respect of customers. In promotion
of any product there are many things depends on the available budgets like making the e-mail
marketing programme, create the promotional content in website, company brochures, product
data sheet. Organisation may design the promotional material and appoints the agencies for
advertising and marketing the product (Choudhary, 2019).
Sales team support
There must be good cooperation in between the sales department and marketing
department as it improves the department of sales and also enhance the growth in business. Even
the department of marketing provides the high quality of leads to sales team that includes the
reply mechanism. Marketing department also prepare the presentations for the sales team and
supply the stock to the promotional material to give it to the customers.
Customer needs

It is very necessary to establish the market strategy for the needs of consumer as they are
the ultimate stakeholders from which the company is effected. it is very essential for the L'Oreal
to understand their needs and it is necessary to get closer to the clients at the same they also
listen their needs and find it out. This task is being assigned to the marketing department to
prepare the feedback form for the customer (Baker, 2016). This can be prepared in two ways:
Company internal channels: company create the surveys and capture all the information of the
customers within the organisation. It will help in enhancing and redirecting the strategies in
future and keep these things noted in launching the next product.
Company external channels: performing the activity of search and creating the actions in social
network which helps in understanding the better need of users so that they can easily convert
them into the customers (Functions of Marketing, 2018).
Other roles that marketing department has to play:
Managing the brand: it is the duty of department that they define their company and its
product, the market place where they stand. It is the experience which the company wants it from
the customers and in their partners while interacting with them (Hudák, Kianičková and
Madleňák, 2017).
Monitoring and managing the social media: This duty is being assigned by the department
of marketing or to any particular person. Marketing should manage and contribute to maintain
the social media pages. They should manage the accounts and always be updated towards the
new product and any innovative product this strategy attracts the customers.
LO 2
P3 Compare the ways in which various companies apply marketing mix in order to achieve
business objectives
Various organisations in the cosmetics industry applies promotional mix measures which
are carried out to have a greater connectivity with their customers or buyers. This will support in
long term and sustainable growth of the organisation (Lane, 2016). As in the cosmetics industry
the competition is high, therefore effective marketing measures are required to be carried out.
Both the major and leading companies in the beauty product industry, LO'real and Lakme, will
see through the suitable implementation of marketing mix to it promotional plans and processes
(Benyoussef Zghidi and Zaiem, 2017). It assists in achieving business objectives. The
advertising mix applied by both beauty care organisation is as follows:

Factor LO'real Lakme
Product LO'real is known to have a wide
range of brand portfolio. It carries
out its business marketing measures
under different product classes
including active, customer based
items and luxury or professional
cosmetics divisions. It allows the
company to cater their buyers with a
variety of products (Zgarrick and
et.al., 2016).
Lakme also provides a range of
products and services in its market.
The products include make up items,
skin care need products, salon
products and dermal regimes. It
allows the company to promote each
product in a innovative way.
However, the major focus is laid on
packaging of salon and skin care
products.
Price As LO'eral offers its products in
various categories, they are priced
separately. The mass marketing and
developing different retail channels
for promotional approaches have
cost according to buyers and their
purchasing power. It follows
competitive pricing strategy for the
luxury products are highly priced
and have a premium customer base.
They are making efforts to keep the
cost of their luxury products to be
nominal for the customers in
developing countries (Homburg and
et.al., 2017). The Active cosmetics
division follows the value based
pricing and is quite affordable.
In case of Lakme, the prices of the
products are placed accordingly to
quality and target customers. For
example, the “9 to 5” range of
cosmetics is for working women and
hence, is priced relatively higher
compared to other cosmetics. As
there are varieties of products, the
costing is placed differently in
fashion world. In a developing
country like India, the price
scheming strategy is followed. The
cost of products is required to be
kept customer friendly in order to
attract buyers and have a sustainable
position in market (Shaw, 2016).
Promotion Behind being an international brand,
the effective advertising of LO'real.
Lakme also has a very strong market
presence on the basis of its

The effective connectivity they
build with their target customer base
and aggressive marketing strategy
which is been followed allows the
company to increase awareness of
buyers for their products and
services (Campbell, Martin and
Fabos, 2018). The usage of digial
and internet mediums, social and
print media, collaborating with
celebrities to promote their items.
Other than this, the word of mouth
publicity also plays an important
role. The CSR commitments of
cosmetics enterprise is a driving
force behind the wide scale
advertising of beauty care products
on global level.
advertising. Collaborating with
celebrities and models, constant
promotion using TV commercials,
newspaper and magazines, market
campaigning and social media tools
are some measures which are
followed by beauty care firm to
promote its products on wider scale.
Besides this, events like Lakme
fashion week is organised by
enterprise to promote and launch its
new products in market. It supports
promotion of cosmetics and brand
building in most effective way
(Babin and Zikmund, 2015.).
Place LO'real,, places its products in
market all around the world
following the division based product
approach. The strong market
presence of organisation allows
enterprise to provide their services
in about 130 countries through their
efficient direct distribution channel
for selling their cosmetics. Also,
indirect distribution strategy
involving various outlets, salons and
beauty centres in various malls and
retail stores to sell their products
The products of Lakme are made
available in around 70 countries
around the globe using is advertising
and indirect distribution channel.
Company's outlets are available in
all the major cities around of world.
The products are available on retail
outlets, mall, convenience shops and
other selling centres. It increases the
accessibility of organisation towards
its customers. It induces a proper
sales of about 300 products offered
by Lakme. Customers can also make

(Malhotra, 2015). Besides this, the
cosmetics are also available on e
commerce platforms. It is also
available online one commerce
sites.
the purchases by the means of e
commerce sites to have connectivity
with their buyers. Besides this it uses
commerce sites as a medium of
marketing and selling its goods.
Process The process involves the effective
interaction and sales process
between the buyers and
organisation. LO'real has a
dedicated customer care department
that helps the enterprise to hear
complaints, suggestions and doubts
of their buyers and provides suitable
resolution related to it. This
improves customers satisfaction
level and provides the company
with an opportunity to promote their
goods and services (Rajeev, 2017.
Lakme has an online and telephonic
customer service panel. The duration
in the rectification of a customer's
complaint and providing effective
solution to issue moulds the buyers
perception towards enterprise. The
delivering of service in a shorter
time frame initiate and increases
sales and consumption of their
products.
People The people associated with the firm
look after suitable planning of the
services. Management treats its
employees effectively, they provides
them attractive salary and incentives
which motivate staff members. This
motivation aids them in performing
their duty well and offering high
quality service to consumers.
Lakme hires talented employees in
organisation and also company
create friendly atmosphere in
workplace (Blythe and Martin,
2019). This aids in raising
satisfaction level of employees and
they put their hard efforts to offer
luxurious services to consumers
immediately.
Physical evidence The beauty and skin care facilities at
the outlets and stores of LO'real
helps in improving the physical
Outlets of Lakme are very attractive,
it has adequate space in its retail
stores. That gives amazing

experience of buyers at outlet. Its
logo and brand image are its key
beneficial points. Logo ,colour of
company attract consumers towards
the brand.
experience of consumers wherever
they visit the branch of Lakme.
Furthermore, its infrastructure and
tag lines are its key attractive
evidence that gain attention of
buyers (Pike, 2015)..
LO 3
P4 Preparing marketing plan.
Executive summary
Marketing plan is the key of success to the L'Oreal. As in this plan they decide that which
product needs to be more marketing and decide which customer can be target and make sure that
the customer will also remain happy. Company is launching its new product that is 'Shampoo'
which is required to make the marketing plan for the total repair hair shampoo, their key term is
five problems and one solution and these five problems are anti damage, anti thinning, anti split
ends, anti-brittleness and anti-dullness (Choudhary, 2019).
Marketing objectives
Marketing objective of the organisation is to increase the sales of total repair hair
shampoo till the end of 2020 by 30%. Their objective is to generate more revenue from this
product and for this they have make the market plan so that they can achieve their objective. At
the same they also want to increase their total share in this industry so they have set the
objectives and give supports in helping the clients (David, David and David, 2017).
Situational analysis
SWOT Analysis: As L'Oreal is the company for personal care and it is worlds largest cosmetic
company, but still they need to advertise their project and for this they need to do the SWOT
analysis of the particular product which they want to increase their sales.
Strength
 Total repair hair shampoo helps to fight against the five issues of damaged hair
and it has the pleasant smell and did not dry the scalp and also it has less side
effects.
 It is less expensive and hence affordable to the large segment of the consumers.

 It is the well known brand so the customers can easily trust.
weakness
 It has to face the strong competition with matrix, dove and many other argan oil
shampoos are traded in the market.
 It has gained less popularity in the rural areas and more in urban area (Hudák, Kianičková
and Madleňák, 2017).
 It is not suitable for the babies.
Opportunities
 Marketing department can give the new look and even make the packaging more
attractive.
 Nowadays people increase the use of shampoo as they are more aware about their
hairs.
 Consumers are trustworthy in the brand loyalty.
 Shampoos are coming in sachets now even consumer can use it in the travelling.
Threats
 Many competitors in the market.
 Consumers are having plenty other options in the market
 Many brands are offering the product at lower cost.
PESTLE Analysis
Political Factor
These factor includes the rules and policies of the government so the L'Oreal also have to
follow the regulations of government. As it is operating in Paris it is obvious that company is
being effected by the government of France. Even the policies of import and export also plays
the vital role in its success. Globalisation also plays the great role in the glory of L'Oreal (David,
David and David, 2017).
Environmental factor
Environmental factor is comprises with various global environment safety laws that is
being followed by the L'Oreal as global standard. Now the company is contributing towards the
environment to make it beautiful and free from pollution. L'Oreal is being in one of the
international brand so it understands very well the internal and external factors which effects the
brand

Social factor
It includes the technical trends in the society. Nowadays society is having the good sense
of fashion taste and are more aware for the hairs. Total repair hair shampoo is the innovation in
shampoo and the society always welcome the innovations (Baker, 2016) .
Technological factor
Technological factor contributes in the innovation and trust it plays the great role in the
success. Brand like L'Oreal do any innovation in their product than there are a chance to have the
success.
Legal factor
L'Oreal is very big brand so they have to follow many legal compliances in which they
are working. Now the consumers are very smart and vigilant about the legal compliance and
concerned about the legal formality.
Economic factor
This factor includes the exchange rate of the state in which the company is working. Price
of the product is also plays the vital role in this and varies the price in different region. People of
the states in which it is manufactured will be more interested in buying the product of L'Oreal, so
the impact on sale will positively affect the business(Lepkowska-White, 2017).
Marketing mix strategies
These are the 4 p's strategies that is:
Product
It has the wide range of variety in products now the company wants to increase the sales
of total repair damage shampoo for this they are introducing it with the innovation and based on
the consumer needs and preference.
Price
It is one of the most leading global cosmetic brand. L"Oreal company is going to launch
its new product so they haver to maintain the value based pricing strategy, so it can cover the
market more (Hudák, Kianičková and Madleňák, 2017).
Place
Their motive is to make product available for worldwide customers and make sure that
the company is having vast distribution network to have the strong market presence. L'Oreal
wants to cover the large geographical area while launching these new product.

Promotion
L'Oreal will do the promotion in various levels in several countries to make it known
worldwide. for this they will use the slogan of “because we are worth it" will give this strong
message in the market to attract more and more consumers. Even they will use the various
strategies like mouth watering. CSR commitments (Benyoussef Zghidi and Zaiem, 2017).
Tactics
Ansoff Matrix
It is the strategic planning tool in the product market strategy it includes four strategies
that is
 Market Penetration: it mainly focuses on the sales volume for the existing product.
 Product Development: These strategies is mainly focuses on the existing market with the
new products.
 Market Development: It focuses on reaching the new products among the existing
products in the portfolio.
 Diversification: diversification can be done in the familiar market or unfamiliar market as
their key focus on new market with new products.
L'Oreal use the strategies of Product development (Blut and et.al., 2016).
STP
Segmentation
In this the L'Oreal will divide the market on the basis of customer potential into the
groups of potential consumer, it will help the company to target the market in the segmented
groups. It will implement demographic segmentation strategy and will target people on the bases
of their age and gender.
Targeting
In this stage the L'Oreal will evaluate the potential and attractiveness in every sector that
includes criteria size, difference, money it will benefit the different segment. It will apply
differentiated targeting strategy, this will support in offering services to consumers on the bases
of their actual requirements (Rajeev, 2017).
Positioning
L'Oreal will use this strategies in while launching the shampoo in two important areas to
focus on and excel in these areas. Effective positioning considers the strength and weakness of

the product and then it will penetrate the market. It will apply cost positioning strategy, it will be
beneficial in offering quality products to consumers and it will charge as per quality of its
product (David, David and David, 2017).
Budget
As company is launching the new product than the expenses are always associated with
and those expenses are:
Activity Cost in Pounds
Research & development 300
Transportation cost 150
Marketing cost 200
Advertisement cost 250
Total cost 900 Pound
Monitoring and Controlling
It is the most important part in the marketing plan as it starts when the project begins. it is
the process of tracking, reviewing and regulating the progress so they can meet the performance
objective. Company will apply test marketing strategy for monitoring the progress of this
marketing plan. This will help in evaluating the success of plan effectively. Furthermore, sales
will be monitored, as if firm is unable to generate sales then it will make necessary changes in its
strategy so that overall marketing objective can be obtained (Rajeev, 2017).
CONCLUSION
From the above report it has summarised the function of marketing which has given
increment growth in sales and customer. This report has used different channels and sources
which helped L’Oréal company to become a famous brand .And it also applied various
marketing planning process which has attracted the customer to finally buy the L’Oréal products.
It has described the relationship between the consumer and marketer of the L’Oréal company.
Marketing is beneficial for organisation in order to promote the brand and making people aware
with the products and services. If enterprise implement effective marketing strategy, then it

always aid in generating more sales in business unit. Effective marketing plan gives amazing
benefit to firm and help in meeting with its organisational objective successfully.

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