Marketing Plan Paper for L’oreal Paris

Final Marketing Plan

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Presented by:

Acoba, Divine Grace

Advincula, Joanne Faith

Aliermo, Christine Marie

Belarmino, Marian

Devela, Zarina Pauline

Mando, Anjenette

Monteiro, Benson

Triguero, Rafael

1. Executive Summary

        Hair care industry in the Philippines is characterized by dominating multinational corporations targeting the mass market through aggressive above the line advertising. However, the country’s continuously improving economic conditions provide opportunities for other multinational corporations to enter the market and target niche markets with various differentiation efforts. But throughout the years, L’Oreal Paris exhibited a weakening performance in the Philippine hair care market in terms of market share, dropping from 4% shares to barely above 1% shares in 2014 while other international brands continue to enter and expand into the market.

        The challenge for L’Oreal Paris now is to regain their market shares, taking advantage of the growing middle income class and their leaning preference towards the masstige goods- products of premium quality that are targeted to mass distributions.

        Filipinas have the habit of taking a bath daily and that includes a regular hair care routine that commonly involves shampoo and conditioner. But why not turn a routine into something special?

        With L’Oreal Total Protection Elixir, the hardworking Filipina can now pamper herself and get that well-deserved beautiful hair.

Unlike most conditioners that are rinsed out during shower, Elixir is a leave-on that serves like an invisible hair veil. It contains high concentrations of natural ingredients like sesame seed oil extract for sun protection, natural seed extracts from Moringa Oleifera to protect the hair from pollutants and harsh effect of air conditioning, argan oil extract to keep hair protected from damages brought by humidity like dryness and frizziness and mild flower fragrances that can last all day to keep the hair smelling fresh. Total Protection Elixir is also formulated to work well with the Total Repair shampoo and conditioner to turn a normal hair care routine into something special.

This goal is what this 12-month integrated marketing campaign aims to achieve by focusing on increasing L’Oreal Paris’ brand awareness through the introduction of Elixir. The campaign has three phases that focuses on (1) product introduction and awareness, (2) advertising and publicity and (3) brand synergy. In order to effectively communicate the brand to its target market, the campaign plan will use different combinations of communication channels.

1. Table of Contents

Brand Review...................................................................................................................................3