Detailed Analysis of L'Oreal Shampoo's Marketing Mix and Strategy

This report provides a comprehensive analysis of L'Oreal's shampoo product strategy and marketing mix. It examines the brand's approach to targeting both general consumers and professionals through distinct product lines, such as the Nutri gloss shampoo for the general public and professional shampoos for stylists and salons. The report explores product specifications, including the benefits and target customer segments for each shampoo type, and analyzes the company's messaging and its focus on product quality and environmental responsibility. The report also discusses potential challenges such as market competition and imitation issues. The report references academic sources on marketing and brand strategy to support its analysis of L'Oreal's marketing approach.

“Importance of products in marketing mix”
L'oreal is the cosmetic company dealing in many
products like hair colour, shampoos, skin care,
make-up products etc. this came into existence in
1909 and headquarter is in France. Among all the
products of the organisation, only shampoo is taken
to further understand the concept.
Product Specifications
These are the two different type of shampoos that
L'oreal is making for different segment of people.
Bottle in pink is the Nutri gloss shampoo, this is
beneficial for the hair as it helps in making hair
smooth and free from friziness. Other benefit of this
shampoo is that it makes hair strong and thick this
shampoo is made for the common people and for the
low/middle income group of customers.
Other one in golden bottle is the professional
shampoo made by the company to target their
professional customers like stylists, saloon,
celebrities etc. this are made with more professional
elements in it which help the customers to make
their hair grow and stay strong. It is also beneficial
making hair straight and shiny. It gives a
professional look to the hair as well as nourishes it.
TARGETED AUDIANCE
Company's target market is general public as well as the
professionals because they are manufacturing products for the
both the purpose or for both categories. Some professional
shampoos are available in the market for professional saloons
and normal one are available for the general public who does not
prefer to buy very expensive items.
MESSAGE
Message that company wants to give their customers are
they are serving a good quality of products and only taking those
materials which does not harm the environment while
manufacturing it. Other than this, company is also taking care of
every type of customers by launching different varieties in one
product.
ABOUT THE PRODUCT
L'oreal's product strategy is very amazing for
the Shampoo because they have targeted two different
segments including general people and professional one.
This is helping the organisation to increase their
customer base as well as their sales. Company might
have faced problems like huge competition in the market
because there are many other companies which is
making almost the same type of shampoo with same
ingredients. Imitation problem is also faced by the
L'oreal in their product shampoo because of the copying
habit of competitors.
INTRODUCTION MARKETING MIX L’oreal
REFERENCES
Baker, M.J., 2016. What is marketing?. In The Marketing
Book(pp. 25-42). Routledge.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data
analytics for business intelligence through the lens of
marketing mix. Big Data Research. 2(1). pp.28-32.
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How
well does consumer-based brand equity align with sales-based
brand equity and marketing-mix response?. Journal of
Marketing.81(3). pp.1-20.
Sinapuelas, I.C.S., Wang, H.M.D. and Bohlmann, J.D., 2015.
The interplay of innovation, brand, and marketing mix
variables in line extensions. Journal of the Academy of
Marketing Science. 43(5). pp.558-573.
Hofacker, C.F., De Ruyter, K., Lurie, N.H., Manchanda, P. and
Donaldson, J., 2016. Gamification and mobile marketing
effectiveness. Journal of Interactive Marketing. 34. pp.25-36.