IMC Plan Presentation

Situation Analysis

Media Strategy

Current Market Analysis

• Western Europe

Competitor Analysis

• Estee Lauder
• Revlon
• Shiseido Company
• Nivea

Online advertising - $50,000

Magazine advertising - $50,000

Television advertising - $75,000

Reach - Australian summer months

Media schedule -flighting

Recommendations and Conclusions

References

Situation Analysis (cont.)

Budgeting approach

Top-down approach - affordable

Accelerate L’Oréal's ambition

Future direction?

• BhallaAnurag 2013, SlideShare, Ponds Age Miracle – Advertising Strategy, viewed 22 May 2016, <http://www.slideshare.net/BhallaAnurag/ponds-age-miracle-advertising-strategy>.
• Evic, U 2011, Guide to advertising appeals - the seven ad appeals explained, Ezine Articles, viewed 19 April 2015, <http://ezinearticles.com/?Guide-to-Advertising-Appeals---The-7-Ad-Appeals-Explained&id=5781979>.
• Lin, F & Murphy K 2013, GCI Maganzine, Translating Trends for Hair Care Product Development, viewed 22 May 2016, <http://www.gcimagazine.com/marketstrends/segments/hair/Translating-Trends-for-Hair-Care-Product-Development-190739661.html?page=2>.
• L’Oréal Paris Australia 2015, Men Expert Mapping, viewed 22 May 2016, <http://www.lorealparis.com.au/_en/_au/brands/men-expert-mapping-2009.aspx>.
• L’Oréal Paris California 2015, Men Expert, viewed 22 May 2016, <http://www.lorealparis.ca/men-expert.aspx>.
• Nivea 2015, Nivea, Nivea’s Social Commitment, viewed 20 May 2016, <http://www.nivea.com.au/about-us/beiersdorf/Social-Commitment>.
• Pickton, D & Broderick, AJ 2001, Setting budgets, Financial Times Prentice Hall, Harlow.
• Radio Advertising Bureau 2016, Media Strategies – Flighting, Pulsing or Continuous, viewed 25 May 2016, <http://www.rab.com/whyradio/faq10.cfm>.
• Revlon 2015, Revlon, Revlon Fact Sheet, viewed 20 May 2016, <http://www.revlon.com/about/fact-sheet>.
• Wimbush, P 2016, Small Business, Top 5 Appeals That Advertisers Use to Sell a Product, viewed 22 May 2016, <http://smallbusiness.chron.com/top-five-appeals-advertisers-use-sell-product-31373.html>.

Current Market Trends

• mothers
• teens living at home

SWOT Analysis

Strengths

• constant research and innovation
• administer high-end advertising
• present their product in over 130 countries with consistent quality
• strong consumer base

Weaknesses

• decentralised organisation structure
• profit margin
• strong reliance on third party retailers

Client Brief

L’Oréal:

• is the global leader in beauty and skincare
• aims to create a luxurious experience for their customers with affordable products of high quality
• want to be accessible to all customers

Problem Statement

A problem statement was developed to guide the IMC plan. The problem statement is as follows:

The purpose of this IMC plan is to develop innovative and unique hair care to attract new and younger consumers to L’Oréal, while providing the strong, existing consumer base with an exciting fresh product.

Target Market

L’Oréal has products to suit both women and men of all ages. However, there is a strong focus on women aged 20-60+ years old.

IMC Plan Presentation

Prepared By:

Leigh Allen, 9978755

June 6, 2016

IMC Strategy

Unique Selling Proposition

• created to help battle the harsh Australian summers

Communication Objectives

IMC Strategy (cont.)

Implementation Plan

Proposed Marketing Mix

• Product
• Price
• Place
• Promotion

Creative Strategy

• Target audience
• Message strategy - cognitive
• Appeal to rational

Increase awareness

Change attitudes

Drive brand switching

Initial Processes

• Identifying current trends in the market
• Identifying a target audience
• Allocating a budget for innovation and advertising
• Order supplies

• Online, magazine and television advertising created and prepared.
• Distribute products to all retailers, salons and supermarkets
• Launch December 1st 2016.