la roche posay media plan

L''''ORÉAL LUXEL''''ORÉAL Consumer ProductsL''''ORÉAL Active CosmeticsL''''ORÉAL Professional ProductsL’Oréal Active Cosmetics,1.2... WeaknessesMarket potential Demand for organic cosmetics –Dynamic

MKT304 - SPRING 2022Nguyen Phuong Tu

LA ROCHE POSAY

MEDIA PLAN

Lecturer: Ms Doan Thi Thanh Huong

I INTRODUCTION

2 THE SITUATION ANALYSIS

3 THE MARKETING STRATEGY PLAN

4 CREATIVE STRATEGY PLAN

T A B L E O F C O N T E N T S

A A B S T R A C T

VNĐ86 trillion

300,000 to 500,000 VND

55%

L'Oreal

B T H E M E D I A P L A NINTRODUCTION

1.

L'ORÉAL LUXE

L'ORÉAL Consumer Products

L'ORÉAL Active Cosmetics

L'ORÉAL Professional Products

L’Oréal Active Cosmetics,

1.2 Products

2 T H E S I T U A T I O NA N A L Y S I S

Too many sub-divisions

Profit margins are lowera Strengths

b Weaknesses

Market potential

Demand for organic cosmetics –

Dynamic nature of the cosmetics industry–

Cash crunchOpportunities

d Threats

2.1 Micro - Environment

0255075Buy a product after seeing it on TikTok(39%)

Factors affecting the purchase decision of gen Z

Figure 2.2.1: Consumer behavior of gen Z (Statista, 2020)

ABOUT GEN Z

Care aboutprivacy

Prefer onlineshopping

Value diversityand equality

Gen Z - the generation of conscious consumers

0255075100Youtube (92%)

Facebook (91.7%) Instagram (53.5%)

Tiktok (47.6%)

B C H A R A C T E R I S T I C S O FM E D I A C L A S S E S I N V I E T N A M

Internet users in Vietnam:

- There were 68.72 million internet users in Vietnamin January 2021.

- The number of internet users in Vietnam increasedby 551 thousand (+0.8%) between 2020 and 2021.

Datareportal, 2021)

Most-used Social Media platforms:

Figure 2.2.2: Most-used Social Media platformsin Viet Nam ( Globalwebindex, 2020)

Repositioning thecustomer awareness

Increase brand awareness

3 T H E M A R K E T I N GS T R A T E G Y P L A N

3.1 OBJECTIVES

a Emphasize eye-catching, visualimagery on advertising: Video and stylized visual contentshould be a top priority forcatching the eyes of youngercustomers In the wake of so manynew apps, social features andcreative filters, anything that’sconsidered static or <boring= won’tstand a chance with Gen Z (Kim,K 2021)

b Advertising with interactivetools:

Interactive content is also helpfulin encouraging customers to makepurchasing decisions Thecombination of interactivity andpersonalization is key whenspeaking to younger shoppers whowant to support brands that valuethem as individuals (Kim, K 2021)c Let consumers tell their stories: Gen Z is not the tech generation,they're the content generation In ananosecond, they distinguish ads,sponsored content and otherjargon from entertainment, whilston endless pursuits for virality So,put your brand in their hands andcreate unique TikTok, Facebookand Instagrammable

opportunities (Council, F.C (n.d.))

d Take advantage of Buzz marketing: People today use social networks a lotand the emergence of groups has a lot ofimpact on buying behavior Creatingpositive buzz about the product will bringeffective communication to the brand.e Choosing influencers withdemographic and social compatibility:KOLs are mainly used on the newplatform Tiktok, encouraging cooperationwith young people who have a certaininfluence on the community such as LeThuy, Chau Bui, Quynh Anh Shyn 3.2 MEDIA STRATEGY

L'Oreal - La Roche Posay

HOW THESE MEDIA CLASSES FIT INTO THE STRATEGY

Figure 3.3.1 How chosen media classes fit into theaforementioned strategy

3.4 - 3.5 SELECTING MEDIA WITHIN CLASSESAND MEDIA USE DECISION

"Nhìn sâu, hiểu thấu.

how to start caring of sensitive skin.

Tiktok:

3.4 - 3.5 SELECTING MEDIA WITHIN CLASSESAND MEDIA USE DECISION

"Skincare WithChou"

Trinh Pham

Support media

Online newspaper

E-commerce platformPlatforms for ads:-

4 C R E A T I V ES T R A T E G Y P L A N

3 MONTHS MAY - JUNE - JULY

MAY JUNE JULY

SOCIAL PLATFORMS

ONLINE NEWSPAPERE-COMMERCE

PLATFORMSSUPPORT

4.1 S C H E D ULE

Figure 4.1.1 Creative plan schedule for 3 months in Summer 2022

FAILED GOOD EXCELLENCE

- Failed to reach 60%positive responserate.

- Negative responserate exceeds 15%.

Positive responserate ranges from

60 - 80%.

Positive responserate ranges from

80- 100%.

SOCIAL PLATFORMS

Failed to reach 40%interact on socialplatforms

Interact rate from40 - 70%

Interact rate from 70 - 100%

ONLINE NEWSPAPE

Views of onlinearticles are lowerthan the site’saverage post views.

Views of onlinearticles equals thesite’s average post

Views of onlinearticles are higherthan the site’s average

post views.

E-Sales statistics for theplatforms remain or

Sales statistics forthe platformsincrease by 0-10%.

Sales statistics for theplatforms increase by

above 10%.

Sales statisticsreach below 2

billion VND.

Sales statisticsreach from 2-5 billion VND.

Sales statisticsreach above 5billion VND.

4.2 - MEDIA CLASSES EVALUATION

5 C O N C L U S I O N

6 R E F E R E N C E

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