Digital Marketing Plan for L'Oreal: Multi-Channel Capabilities

This report presents a comprehensive digital marketing plan for L'Oreal, a France-based cosmetic firm. It begins with an introduction outlining the importance of digital marketing in the modern business landscape. The main body of the report is divided into three tasks. Task 1 focuses on analyzing the environmental factors impacting L'Oreal's digital presence, including political, economic, social, technological, environmental, and legal factors, along with the opportunities and challenges. Task 2 compares and contrasts L'Oreal's digital and store presence, evaluating their respective strengths and weaknesses. Task 3 outlines a plan for the organization's digital marketing operations to support L'Oreal's initiatives of building multi-channel capabilities, including a SWOT analysis and strategic recommendations for market expansion and competitive advantage.

Digital Marketing Plan

Table of Contents

INTRODUCTION
In the present era of computer based operations which are followed within organisation,
the suitable planning of functions will be carried out that supporting developing of effective
planning of operations supporting in suitable planning of operations. Usage of digital technology
is used to carry out activities which are executed by an enterprise in a significant way. The
current report covers details of to France based cosmetic firm, LO'real.
The report will cover the details about the environmental factors that are been carried out
within The form to carry out the environmental analysis with the opportunities, that factors and
impact laid by digital tools on beauty product industry. Also, presence on basis of digital
presence and store presence is observed along the analysis of online promotion measures which
is executed within its luxury and active cosmetics division. Also, the measures related to
evaluation, monitoring and measuring the effectiveness of online marketing steps which is
followed by the firm.
MAIN BODY
TASK 1
Environmental factors which will be carried out by the selected organization to evaluate the
digital presence of LO'real with opportunities and challenges impacting digital
environment
Within an organization like LO'real, see through planning of operations that supports
execution of the operations which leading to developing of operations assisting in suitable rise in
operations leading the organization to develop digital marketing approaches which are been
carried out by the firm the digital marketing measures by LO'real (Yejas, 2016). It will be
influenced by certain environmental factors that impacts the online marketing measures by
organization:
Political: Political factors like Brexit, change in tariff plans, trade policies and other factors will
have a crucial role in developing operations which supports execution of digital marketing
assisting the growth and development of the enterprise and impacting the sales and overall
functionality and performance level of the business enterprise. Sometimes, political factors can
also impact the digital marketing operations which will influence the sales and connectivity of
the organization. For example, the censorship of internet within China can impact operations of
LO'real with higher efficiency.
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Economic: The financial factor too will play an important role in setting up digital marketing
operations that will help in supporting a good rise in digital marketing activities which are
followed by beauty product enterprise. LO'real will see through effective development of
effective marketing policies and plans as per the financial and economic factors of the selected
firm helping in carrying out of services that is based on economic growth of the cosmetic
enterprise. The financial measures which are been carried out to see through effective handling
of the operations that aids in superior growth of operations leading to carry out digital
promotional activities on international level (Li, 2018).
Social: It will include the demo graphical measures which aids in the execution and
implementation of digital services that will lead to proper promotion of digital operations. This
measures are effectively followed by selected beauty product manufacturing enterprise. The
purchasing needs, social status, ethnicity and cultural environment of a country will be identified
and the innovative and interactive promotional or digital advertising is been carried out by the
management or marketing team of LO'real and suitable promotional measures are effectively
followed out by the enterprise which leads in setting of suitable promotional measures
undertaken by the firm. This will also support the organization to design the marketing
operations and marketing activities that are followed by beauty products manufacturing firm.
Technological: As the enterprise is looking after digital marketing measures, maintaining of
digital operations as a factors which supports in carry forward the operations. This will help in
improving overall operations and handling the business operations and activities with a higher
effectiveness and efficiency (Hamill, 2016.). The organization can opt to adopt latest and most
innovative products or service measures in most effective and significant manner. The latest and
innovative digital services can be adopted such as social media marketing, digital
telecommunication based promotion, text messages etc will be carried out, that supports effective
planning of the operations and service measures which will support a good increase in executing
the business operations which supports a significant rise in the execution of digital marketing
measures which leads to proper development of digital marketing measures been carried by firm
(Fierro, Gavilanez and Arbelaez, 2017).
Environmental: Online promotion of use of organic products, reduction in wastage of resources
and cutting down of carbon footprints are some measures which are been followed by beauty
product and cosmetics manufacturing enterprise which will help in setting up operations which
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will help in effective handling of digital marketing of the products and services offered by the
firm. It will also assist in attracting the work force towards the organization.
Legal: Various trade laws, employment related legislation and trade policies of various countries
with the restrictions related to digital marketing is been carried out. It effectively supports in
setting up of operations and executing the cosmetics business enterprise supporting efficiently in
the effective rise of promotional activities that are followed by a business enterprise.
All these measures supporting the increase in digital presence of LO'real on international
level this will turn out to be an effective opportunity for the organization such as it will help in
increasing the sales and promotion of organization. Besides this, it will also support in
identifying the customer needs and demands that will lead to rise in executing the business
activities which are related to marketing (Chaffey, 2015). On the other hand, the threat factor of
the organization includes the differences in the digital marketing measures and activities which
are been carried out by entwerprise that can prove out to be resource and time extensive process
for the organization. In this case, such factors are likely to influence the digital business activities
and marketing measures that are followed by the cosmetics manufacturing enterprise. It increases
the use of digital operations within the cosmetics industry.
TASK 2
Assessment of LO'real by comparing and contrasting the digital presence and store presence
With the advancement of technologies all around the globe, cosmetic enterprise, LO'real
will see through the effective planning of services and products that are carried out by the
beauty products manufacturing enterprise supporting the effective following of the business
operations carrying out online and store based presence of the organization. The proper
comparison and contrasting of digital presence with store based presence are:
Digital presence of LO'real Store Presence of LO'real
The digital presence of the organization will
see through proper planning of services which
will look after effective developing of services
through the online measures which are been
carried out by the organization (Ashe, 2016).
This involves the setting up of the meeting
business activities and promoting goods or
services of organization on the basis of the
outlets or stores that are been set up or owned
by the organization.
They can collaborate with different e In this approach, LO'real will look after the
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commerce sites and other digital platforms in
order to promote and sell out their products all
over the world.
interaction and communication with different
mall and super markets to set their stores and
sell their products.
It is a cost effective and faster measure of
promoting the goods and services which will
support in effective handling of promotional
measures which are been carried out by the
organization.
It requires the identification of appropriate and
supportive market which will help in setting up
of a store or retail outlet at a location
(Hollensen, Kotler and Opresnik, 2017).
This method of market presence will not allow
the usage of products by physically access
before purchasing the good or service in an
effective way.
The product's ore service offered by the
organization can be physically accessed and
used by the customers before making out the
purchase.
The effective developing of business activities which are been looked after and carried
out by selected cosmetic organization will look after both measures and market presence
operation in an effective manner. As with the passage of time, more emphasis can be laid on the
digital market presence and promotional methods supporting in establishing of the marketing and
promotional activities for the cosmetics manufacturing business enterprise in an effective way.
According to different analysis that are been performed by the organization, it is been found that
about 68% sales of the cosmetics by LO'real is been carried out through the medium of stores
and outlets that are been carried out by the firm. The 32% sells using the online or digital media
by the means of company's website that will leads to carrying out of the promotional operations
which supports an increase in their sales and operations of the firm. This indicates that the store
based sales operations are turning out to be more used by management of organization, however
in order to cater more and more customers in less time and resources, suitable planning of the
digital presence is required to be carried out that will lead to carrying out of operations which
will help in setting up of proper marketing operations thorough the digital means (Kim, 2016).
The developing of new strategy by LO'real under the strategic name, “Digital first”, that
will support in improving digital sales measures that are followed by selected cosmetics
organization. All this digital promotional measures will support into improving the sales and
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setting up of operations supports the organization in leading the rise in operations which will
lead to setting up of online marketing operations which are been carried out by the firm. As the
store presence is been successfully carried out by the organization, similarly the digital presence
is required to be widely used and applied by the organization in order to have higher level of
sales which is been carried out by the organization.
TASK 3
Plan the organizations digital marketing operations to support LO'reals initiatives of building
multi channel capabilities
Situational analysis:
SWOT
Strength Weaknesses
 Offering high quality products:
LO'real is known to provide its
customers with high quality services
and products on a reasonable to
affordable price to its high end
customers.
 International availability: LO'real is
known to be available on the
international level that will help in
carrying out of sales of its products and
services to the customers on global
level.
 Innovative products and services:
The selected cosmetic enterprise carry
out the development measures with
extensive market research. The needs
and demands of customers are been
identified and relative R&D measures
are been performed by LO'real in order
The failure of Hair care products: The hair
care product line of LO'real has miserably
failed and thus, has caused a reduction in
market share and profitability of the
organization. The stiff competition from other
major brands like Sunsilk and Head &
Shoulders have affected the operations and
promotional measures or activities carried out
by the organization (Tuten and Solomon,
2017).
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to have the multi channel promotional
measures which are followed by
cosmetics manufacturing firm.
Opportunity Threat
 Market expansion: LO'real can opt for
the proper planning of digital
promotional measures which are firm
which will help in increasing market
share and economies which will
support in effective management of the
operations leading the expansion of
measures followed by cosmetics
manufacturing enterprise. This process
supports in increasing the operations of
organization and have an international
market presence (Kaushik, 2016).
 Development of more organic
products: LO'real will look after the
proper development of high end
services which are natural and organic
in nature. This will help in increasing
the sales of the organization. Other than
this, high organic products will lead the
organization to attract larger number of
employees.
 Rise in competition: The increase in
the market competition by many rival
organizations are impacting the sales
and overall market share of cosmetic
manufacturing enterprise, LO'real that
will lead to rise in establishing of its
operations in cosmetics market. The
firms like Sun silk and
Head&Shoulders are major competition
in hair care sector.
 Change in demands: Besides this, the
organization is required to look after
the demands of their customers and
have a good rise in executing the
operations of developing high quality
innovative items and services which
will meet the demands of their
customers on a constant manner.
Digital marketing goals:
Luxury cosmetics division:
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Specific: The Digital marketing goals which are planned analyzed and looked after the effective
handling of the marketing measures supports execution of services as per their set objectives to
provide customers with high quality products (Baker and Hart, 2016 ).
Measurable: The objective for developing luxury cosmetics are required to be measurable in
nature as it improves execution of services supporting an improvement in the quality of products
that is offered to customers by LO'real.
Achievable: The goals of developing high end luxurious organic skin care products will lead the
organizations that supports improvement in development of luxurious organic items.
Relevant: The proper development of luxurious products and services by LO'real will develop
the luxurious products as per the needs of the customers. The product is required to be feasible
and appropriate as per the ongoing trends.
Time Bound: The product or services are required to be available on time in order for executing
the operations followed by the firm and ensure a proper development of product.
Active cosmetics division:
Specific: the active cosmetics will include the range of products that are of high quality but are
available on a reasonable cost specific for the majority of buyers.
Measurable: The cost efficiency and quantity offered will be measures as per the price that is
been applied by the organization.
Achievable: The development of these products are achievable in nature, ensuring the execution
of services which will lead to increase in sales of the organization (Chaffey and Smith, 2017.).
Relevant: The product or service that is been offered by the organization will be relevant and
real time as per the current market trends and needs of buyers.
Time Bound: the affordable products or services that are been offered are required to be
available on time in order to get purchased by customers.
Management strategy:
Segmentation: LO'real can see through effective management of the marketing measures which
followed by the organization for both active and luxury products. It helps in identifying the
operations which are been carried out by organization to sale out their products and services.
Targeting: In order to sale out their products Lo'real will see through the effective management
of target audience. For luxury products, the high end customers will be targeted and for active
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products, middle class customers are been selected. The marketing strategies and policies are
been developed accordingly.
Positioning: Proper positioning measures are been followed by the firm that will include the use
of their stores or outlets and the online mediums by the means of internet.
Digital strategies and Techniques:
Under the strategic classification of products and services by the organization, LO'real
has established the “Digital First” measures which are been carried out by the organization. This
includes the usage of online measures an policy which will help in carrying out of the operations
which will help in setting up of digitization within the organization (Chaffey and Ellis-
Chadwick, 2019). It includes use of social media platform, digital marketing techniques and
other online communication measures to promote their products.
Measuring results:
The result of the implementation of these online products or firm carrying out the
promotional measures which can be monitored and identified by the key performance indicator
that will lead to setting up of effective online marketing functions that are followed. The increase
in sales, increase in customer satisfaction level and improvement in product quality are certain
measurable factors that will be considered.
TASK 4
Key methods used to evaluate, monitor and measure digital marketing effectiveness
Various key methods will be used that will help in improving the effectiveness of
evaluation, monitoring and measuring effectiveness of digital marketing. Some major tools or
techniques which can be used for this purpose are:
CPL: Also known as click per link, this will help in identifying the traffic of customers that are
available online and clicks on the link to view and purchase the products (Dodson, 2016).
Various e commerce and online sites used this measure to evaluate the rise in sales and positive
perception of customers towards the products or services.
Online trending: use of '#' and keywords on the online or social media will lay a significant
impact on effectiveness of the activities and action plans which are carried out to evaluate
effectiveness of their digital marketing measures which will help in carrying out the
recommended activities of promotional measures which are carried out by the firm.
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Digital marketing: Online advertising videos and commercials can be run on various digital
mediums that contributes in the setting up of the operations which will help in improving the rise
of digital marketing and online selling of goods and services by the organization (Slaughter,
2016).
All these measures will effectively support in identifying the effectiveness of the growth
measures and digital marketing activities which are carried out by the organization.
CONCLUSION
On the basis of the assessment that is been carried out by the organization, this can be
said that the proper development of the operations which are been carried out by the operations
which will help in significant rise in activities followed by the firm. The report covers the
effective evaluation of environmental factors affecting digital marketing with the evalution of
digital and store based sales channeling of the organization. Other than this, proper digital
marketing plan for luxury and active cosmetics are been evaluated and suitable measures to
analyze, supervise and calculate the effectiveness of digital marketing activities of the
organization is been discussed.
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REFERENCES
Books and Journals
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