“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements probability” (Charted Institute of Marketing, in Fardon et al 2000 p215)
L’Oreal is one of the largest cosmetic companies in the world, represented in 130 countries which produces and markets a range of make-up, perfume, hair and skin care products. The group's mission is to provide the best in cosmetics innovation to women and men around the world. It is a business rich in meaning, as it enables all individuals to express their personalities and gain self-confidence.
The marketing team are at the heart of the process of making this happen. Their mission is to make consumers all over the world aware of products designed to meet their needs and to be one step ahead of trends in order to outer perform its competitors.
L’Oreal has 3 keys which make up their content marketing strategy these are Education, Empowerment and Aspiration. L’Oreal is a well-known trusted brand who boasts high brand equity, because of this it opens L’Oreal to a number of educational opportunities such as How-to videos, providing facts to consumers and DIY by doing these particular advertisements the brand then promotes itself to its consumers and attracts new customers. The company believes it is all about empowering its customers. The company promotes itself as more than just a cosmetic/beauty brand but as a source of strength and confidence for its consumers. L’Oreal makes sure that its content empowers consumers and leaves them with a positive outlook towards the brand and products. L’Oreal have positioned the brand as trademark for aspiration, from sponsoring award events or fashion shows they are able to apply their products in order to establish or insert the brand.
The company uses social platforms in order to stay connected with its audience; they feel that this is a huge way to stay focused on social listening. L’Oreal strives on getting feedback from its customers and then responding to this feedback to be able to maintain their successful marketing strategy. By doing this it is then made sure that the brand is seen as the “most fashionable and approachable beauty brand on the market.”
2. Consumer Behaviour
“Consumer behaviour: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon,2006)
Consumer behaviour focuses on how buyers think and behave when making a purchasing decision. There are certain stages in the thought process which every consumer follows when purchasing a product or a service.
The first process is needs awareness which is when the consumer realises that there is a need for a product or service. There are two types of stimuli that can affect the brain in order for the need to become a “drive”...