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L'Oreal IMC Plan

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Madelyn Mills

on 25 May 2015

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Transcript of L'Oreal IMC Plan

L'OREAL Paris IMC PLAN
Prepared by: Madelyn Mills, Kim Van Broekhuizen, Kathleen Haughey and Nyarotso Nyongesa

Late for an interview OR a date?

No time to wash your hair but it definitely needs a wash? What do you do??

Introducing Dry Shampoo in Vietnam
L’Oreal Paris needs to expand in the ASEAN zone

Vietnam the most viable market as it is the ‘fourth most attractive retail market’ globally due to its’ high growth potential, ‘increasing demand’ and growing disposable income
SWOT ANALYSIS
About L'Oreal Paris.......
23%
15.6%
Consumers in Vietnam......
Rising disposable income
Increased Consumer Spending
Bought at Supermarkets, Traditional Markets and Malls
Main source of information is gleamed from TV commercials, supermarket displays, magazines, online and word of mouth
Perceptions of Asian Beauty....
Motorbikes and scooters occupy ‘95% of registered vehicles’ in Vietnam
Current Dry Shampoo
Communication Objectives
Target Market
Secondary:
Young males aged 18 -35, who are conscious of their appearance and spend time grooming.

Main:
Young, middle-class women aged 18 to 35, with an average disposable income.
Mood Board
Product Innovation
Price and Place
Approximately $20 for a 150 ml bottle

Product will be priced around $12

Sold in supermarkets, traditional markets and malls.
Promotion
IMC Strategy
Creative Strategies
Celebrity Endorsements
Media Schedule – from 4th January

Budget – Paid per year – US$250,000

Television Commercials
Media Schedule – from 4th January to 30th June 2016

Budget –
Per 30 second slot – US$7,288
Per day – US$21,864
Duration of campaign - US$3,912656

User Generated Content: YouTube Competition
Media Schedule –
from 11th January to 11th April 2016

Budget –

Prize cost –
US$156

Per day advertising –
US$500

Duration of campaign –
US$45,656
In-Store Promotions & Samples
Media Schedule –
from 4th January- 29th February 2016 (every second week)
Budget –

Unit cost –
US$1.50
Cost per shopping centre, per week –
US$525
Cost per week (all centre’s) –
US$7,875
Duration of campaign –
US$39,375

Posters
Media Schedule –
from 4th January- 30th June 2016

Budget –

Unit cost –
US$750 per month

Cost per month (all cities) –
US$37,500

Duration of campaign –
US$225,000

Billboards
Media Schedule –
from 4th January- 30th June 2016

Budget –

Unit cost –
US$10,000 per month


Cost per month (all cities)
– US$150,000


Duration of campaign –
US$900,000

Magazine Advertising
Media Schedule –
from 4th January- 30th June 2016

Budget –

Unit cost –
US$36 per magazine

Cost per month (5 magazines) –
US$180

Duration of campaign –
US$1,080

Grand total = US$6,045,367

Monitoring & Evaluation
Globalisation Plan
Focus on the next two viable countries in the ASEAN region i.e. Thailand & Indonesia.


Explore the African market as dry shampoo does not exists in this market. Research on the necessary changes to the formulation, marketing strategies etc
Conclusion
Loreal Paris Dry Shampoo is a viable option for the Vietnam market
Have high disposable income, growing population & increasing consumer spend
The marketing message will be integrated across multiple marketing channels
If successful, opportunity to expand into other Asian regions & around the world!
Questions?
Full transcript