MG412 Principles of Marketing: A Comparison of Men's Moisturizers

This report provides a comparative analysis of the marketing principles employed by Bulldog Skincare and L'Oreal for their men's moisturizer products. It examines their target markets, product strategies, pricing models, distribution channels (place), and promotional activities. Bulldog focuses on natural ingredients and targets men specifically, utilizing a penetration pricing strategy and online public relations. L'Oreal, with a broader product range, employs premium pricing, strong distribution channels, and celebrity endorsements. The report concludes with recommendations for both companies to enhance their marketing efforts, particularly through social media engagement, to increase customer reach and sales. Students can find similar assignments and resources on Desklib.

MG412 PRINCIPLES OF
MARKETING

Executive summary
Marketing is a crucial factor present in the business of the company. Principles of
marketing include several tools that helps the company in reaching out to its desired audience
while simultaneously gaining competitive advantage. This report deals with the comparisons of
principles of marketing for men’s moisturiser product from Bulldog Company and L’Oreal. Each
of these two company follow a different approach to gain attention of its targeted audience.
These marketing principles help the organisation to agree upon some marketing ideas while
working on some effective marketing strategy. These principles help in building product
promotion strategies and making promotion process effective in the market.

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................3
INTRODUCTION...........................................................................................................................4
FINDINGS.......................................................................................................................................4
Target markets.............................................................................................................................4
Product........................................................................................................................................4
Price............................................................................................................................................5
Place............................................................................................................................................6
Promotion....................................................................................................................................6
CONCLUSION AND RECOMMENDATIONS............................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process where the company can undertake several steps and promote the
buying as well as selling process of the products and services from the company. It includes
various tools that will help in attaining customer attention and reaching out to the target
audience. Bulldog skincare limited is an organisation that specialises in skin care products such
as moisturiser, was and shave gel (Lilien, Rangaswamy, and De Bruyn, 2017). The company is
known to be men’s best friend where its products are made to help men look and feel their best.
Loreal specialises in the global cosmetic market and is powerful as well as dynamic within the
market by having strong consumption in its growth potential. This report deals with the
principles of marketing associated with these brands and in comparison to one another.
FINDINGS
Target markets
Bull dog moisturiser is targeted towards the men section of the society. These skin care
products are for men and have the purpose of make men look and feel their best. The product is
designed from ground up with the male skins while focusing on the various products that
contains natural ingredients and are carefully selected for being man- mad, thus offering superb
performance. This is a complete male product that is supposed to be used by just male. The
bulldog moisturiser is manufactured y the bulldog skin care company and runs with the business
to business purpose. The company manufactures a wide of products in men skin care line such as
body lotions, deodorants, moisturisers and even shaving creams for men. This company in
comparatively a small organisation but is growing at a rapid pace.
L’Oreal expert is one of the leading companies that deals in the areas of personal care
and related industry. This organisation is not limited to just male production but also offers a
wide range of female products (Porral, and Stanton, 2017). The company has used the approach
of personalisation, integration and even design while having ease to use. The services from L’
Oreal are in such a way that it adds certain value for its customers. It offers an unified approach
to the range of male products that will control excess of sebum production from their skin cells.
Product
Bulldog moisturiser is a product that is specialised for the male department. This
product is formulated to hydrate the skin of men while not leaving any greasy or sticky residue.

This product will make the skin of its user to look healthier with a soft touch after the use. The
product is made with 8 essential oils that will help in rehydrating the skin with all its natural
ingredients. This hydrating moisturiser even includes broad spectrum that will present from
having any sunburns. The combination of natural essential oils will provide with a calming
masculine fragrance while hydrating the skin. It has no synthetic fragrance or artificial colours
and parabens that from a great formulation (Tuten, 2019). The product is build for quick
absorption and is free from any skin cruelty. This product from bulldog have worked well very
effective and with the use of natural ingredients. From the banding perspective, the company
have intended to stand out in the highly competitive market.
L’Oreal have expanded its product line in offering a product specialised for men.
Considering the thicker and tougher skin of men than women. This product of moisturiser for
male that will help in penetrating this tougher skin in a deeper way while moisturising it
thoroughly. The range of this product is to formulate and protect it for the nourishment of the
tougher skin along with offering care with proper hydration. The company has made it well with
entering in the men grooming section where they are starting to look and feel better. The product
is easy when to travel light and have worked well on the face and body. With this product,
customer will feel clean and soft while smelling nice and masculine in the process.
Price
It is the amount at which the customer will pay to buy the desired product. The prices on
the products depends on the strategy chosen by the company along with the production of these
goods and services. Pricing is an important part in promoting the products from the company.
Pricing range depends on the demand in market along with the costs involved in production and
supply.
Bulldog moisturiser is known to be extremely wallet friendly while not compromising
with its quality. The less price range does not affect the skin in cheap and greasy way when put
on. The pricing strategy of the company for moistures based on the penetrating pricing strategy
while offering completely natural products (Nemati Moghaddam, and Rezaee, 2017). The price
range is almost near to synthetic products, thus increasing demand for the company. The
products such as Bulldog moisturiser for men are very cheap when compared to organic product
range. This makes it easy for an ordinary person to afford this product easily.

The products from L’Oreal comes under the category of being premium pricing strategy
where the company will sell its products at a price higher than other while fulfilling the needs of
its customers. The moisturiser for men from L’Oreal are high quality products and this pricing
strategy is very competitive and premium depending on the demand of the product.
Place
Place refers to the areas where the products from the company are accessible to its
audience or wants to sell its products. The profits margin on the products sold depends on the
quick manufacturing and transferring of goods to the retailer. The pace where the company
serves will help in increasing the competitiveness along with the loyalty of the customer.
Bulldog offers its goods and products on global basis with a presence of lots of physical
stores (Shulgina, 2017). These physical stores are found in parts of UK, Europe, Australia along
with Asia. In addition to this, the Bulldog moisturiser for men is available in various e-
commerce platforms that makes is accessible for its online customer base. The packaging of the
product is kept to be white with the use of simple language that is understandable by its potential
customers in comparison over the scientifically jargon language that is preferred by other brands.
Thus, have become more established brand within the skin care industry.
L’Oreal on other hand has a very strong distribution channels that helps in reaching out to
accessibly and easily to its customers. The company has its presence in many countries spread
across the 5 continents. In addition to this, the company has many research, development and
assessment centres that collects information about the needs and requirements of its customers
along with the ingredients that can be used to the same. L’Orela also even has a online a high
online presence to not limit its growth on geographical basis while reaching to the maximum
audience.
Promotion
It helps in informing the customer about the product while also, instigating the potential
customers to buy the products. A good promotional strategy will help the company in making the
selling process very fast and will also develop a platform to communicate with the customers of
the company.
Bulldog, promotes its products from print media such as newspapers and various fashion
magazines like cosmopolitan. In addition to this, the company makes use of online public
relation system helps the company in publishing its articles on shopping advisory sites and gain

popularity among its target audience. Men are increasing their search for products having natural
ingredients that will attain robust data that will prove its efficacy. These bulldog products are
suitable for vegans and are cruelty (Eastman, 2017). The company uses this as a base for
promoting its moisturising products and the customer base that is interested in such natural ad
vegan products. Sustainability is the key that drives purchases for men.
L’Oreal makes use of famous models and high end celebrities to promotes its products
and services. It conducts a free sample distribution in various saloons while offering it very high
discounts and offers. It helps the company to increase their market penetration rate. It makes use
of the digital marketing strategy while gaining support from different e- commerce platform
channels including many bloggers and influencers present in the market. The company is also
active on the social media platforms to promote its products.
CONCLUSION AND RECOMMENDATIONS
It can be concluded from the above analysis that both the companies, Bulldog and
L’Oreal have made use of the marketing mix as a part of their promotional strategy. They follow
different strategies as it can be seen that Bulldog does not make use of any high level chemicals
but natural products to makes its final products that are targeted to be used by just men. L’Oreal
on the other hand, offers its products for both men and women and having a premium price
range.
It can be recommended that in order to gain the popularity, the company, L’Oreal must
make use of the social media more as its is the main trend in this digitalised era. Both the
companies must work on developing a attractive and highly active social media profiles that will
profit the company by increasing its sales and number of customers.

REFERENCES
Books and Journals
Eastman, M.L., 2017. The Brand Project: Reinvention of a Principles of Marketing Course for
the Digital Age. Journal of Higher Education Theory & Practice, 17(6).
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of marketing engineering and
analytics. DecisionPro.
Nemati Moghaddam, M. and Rezaee, M., 2017. Assessing the Quality of Persian Translation of
the Book “Principles of Marketing” Based on the House’s (TQA) Model. Journal of
language and translation, 7(4), pp.49-64.
Porral, C.C. and Stanton, J.L., 2017. Principles of marketing. ESIC Editorial.
Shulgina, L., 2017. Principles of marketing management of a modern enterprise. World
Scientific News, (72), pp.628-636.
Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE.