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 2022

Nguyen Phuong Tu

HS160823

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 N

INTRODUCTION 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 N

A N A L Y S I S

Too many sub-divisions

Profit margins are lower

a Strengths

b Weaknesses

Market potential

Demand for organic cosmetics –

Dynamic nature of the cosmetics industry –

Cash crunch

Opportunities

d Threats

2.1 Micro - Environment

0 25 50 75

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

Product quality(51%)

Friends/ family or other reviews(59%)

Price/ value(71%)

A C U S T O M E R P E R S O N A

2.2 Macro - Environment

The potential market is identified as young consumers: gen Z

Demographic information:

Life milestone:

Factors affecting the purchase decision of gen Z

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

ABOUT GEN Z

Care about

privacy

Prefer online shopping

Appreciate individual expression

Value diversity and equality

Gen Z - the generation of conscious consumers

0 25 50 75 100

Youtube (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 F

M 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 Vietnam

in January 2021

- The number of internet users in Vietnam increased

by 551 thousand (+0.8%) between 2020 and 2021

70.3%

Datareportal, 2021)

Most-used Social Media platforms:

Figure 2.2.2: Most-used Social Media platforms

in Viet Nam ( Globalwebindex, 2020)

(Hootsuite, 2020)

Instagram (45%) Facebook (40%) Tiktok (34.3%)

50

40

30

20

10

0

Figure 2.2.3: Gen Z uses platforms for

brand discovery

Youtube (24%) Instagram (17%) Facebook (16%)

25

20

15

10

5

0

Figure 2.2.4: Preferred platform when

recommending shopping

(Hootsuite, 2020)

Repositioning the

customer awareness

Increase brand awareness

3 T H E M A R K E T I N G

S T R A T E G Y P L A N

3.1 OBJECTIVES

a Emphasize eye-catching, visual

imagery on advertising:

Video and stylized visual content

should be a top priority for

catching the eyes of younger

customers In the wake of so many

new apps, social features and

creative filters, anything that’s

considered static or <boring= won’t

stand a chance with Gen Z (Kim,

K 2021)

b Advertising with interactive

tools:

Interactive content is also helpful

in encouraging customers to make

purchasing decisions The

combination of interactivity and

personalization is key when

speaking to younger shoppers who

want to support brands that value

them as individuals (Kim, K 2021)

c Let consumers tell their stories:

Gen Z is not the tech generation,

they're the content generation In a

nanosecond, they distinguish ads,

sponsored content and other

jargon from entertainment, whilst

on endless pursuits for virality So,

put your brand in their hands and

create unique TikTok, Facebook

and Instagrammable

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

d Take advantage of Buzz marketing: People today use social networks a lot and the emergence of groups has a lot of impact on buying behavior Creating positive buzz about the product will bring effective communication to the brand

e Choosing influencers with demographic and social compatibility: KOLs are mainly used on the new platform Tiktok, encouraging cooperation with young people who have a certain influence on the community such as Le Thuy, Chau Bui, Quynh Anh Shyn 3.2 MEDIA STRATEGY

Imagery Interactive

Internet Advertising

Social Platforms

Online Newspaper

E - Commerce platform

Support Media

3.3 SELECTING BROAD MEDIA CLASSES

L'Oreal - La Roche Posay

HOW THESE MEDIA CLASSES FIT INTO THE STRATEGY

Figure 3.3.1 How chosen media classes fit into the

aforementioned strategy

3.4 - 3.5 SELECTING MEDIA WITHIN CLASSES

AND MEDIA USE DECISION

Internet advertising

Facebook:

ạ

ị

Instagram:

-

imagery

video

Hiểu da thật sâu, làm đẹp dài lâu."

"Nhìn sâu, hiểu thấu

how to start caring of sensitive skin

Tiktok:

3.4 - 3.5 SELECTING MEDIA WITHIN CLASSES

AND MEDIA USE DECISION

"Skincare With Chou"

Trinh Pham

: 1m88

Support media

Online newspaper

E-commerce platform

Platforms for ads:

-4 C R E A T I V E

S T R A T E G Y P L A N

3 MONTHS MAY - JUNE - JULY

2022

MAY JUNE JULY

INTERNET

ADVERTISING

SOCIAL

PLATFORMS

ONLINE

NEWSPAPER

E-COMMERCE

PLATFORMS

SUPPORT

MEDIA

4.1 S C H E D ULE

Figure 4.1.1 Creative plan schedule for 3 months

in Summer 2022

FAILED GOOD EXCELLENCE

INTERNET

ADVERTISIN

G

- Failed to reach 60%

positive response

rate

- Negative response

rate exceeds 15%

Positive response rate ranges from

60 - 80%

Positive response rate ranges from 80- 100%.

SOCIAL

PLATFORMS

Failed to reach 40%

interact on social

platforms

Interact rate from

40 - 70%

Interact rate from

70 - 100%

ONLINE

NEWSPAPE

R

Views of online articles are lower than the site’s average post views

Views of online articles equals the site’s average post views

Views of online articles are higher than the site’s average post views

E-COMMERCE

PLATFORMS

Sales statistics for the

platforms remain or decrease

Sales statistics for the platforms increase by 0-10%

Sales statistics for the platforms increase by above 10%

SALES

Sales statistics reach below 2 billion VND

Sales statistics reach from

2-5 billion VND

Sales statistics reach above 5 billion 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

Á ầ ậ ß

ố ế ¿ ự

E N D