Communication Idea for L'Oréal

1. Aprajita S
95
Asheesh S
98
Jinesh P
114
Niharika B
123
Miloni D
109
Nishtha R
124
Ritwika D
133
Ronak S
134
Sonia N
163
Summana T
150
Tanveer R
153
Introduction to media planning
Assignment - 2
Group
6

2. Major tasks and sub tasks in the consumer
journey/experience.

3. Seek Involve Act Share

4. ONLINE VALUE PROPOSITION
This is about adding value that the customer cannot get anywhere
else. Communicating the USP of the brand to the customer stating
“Because you’re worth it”.
BUILDING TRUST
Often the customers can’t trust a brand or its products that easily and
hence it takes time to build trust which could exist on a long term
basis.
WOM
Using Word of Mouth to get first time users to buy and use the
product.
Seek

5. CEATING TOUCH AND FEEL
Customers should be given detailed product descriptions and
interactive imagery displaying the product from various angles. These
factors help to minimize the risk and involve customer to a greater
extent
KEY DEFINING MOMENT
Important aspects like availability of the product, product offerings,
continual optimization should be made the priority keeping in mind
the risk of a change in customer behavior that can happen anytime
and how men and women can encourage each other to use L’oreal
products
ASK AND ANSWER YOUR CUSTOMERS
Creates transparency and makes consumer feel personally involved.
Involve

6. To enrich the shopping experience, L'oreal Paris has set up interactive kiosks.
The kiosk offers consumers an enjoyable and interactive way to discover new products.
Find a way to help consumers reduce the scope of their search, and in the process, make
retail stores more intuitive.
L'oreal Paris's Makeup Genius- which is a virtual makeup experience which is very useful both
in terms of cost saving and time saving for the customer.
Pull a customer to the store by using digital platform which can promote the products and
help them with the product related information.
Travel Retail Channel caters to the free travelling time, attracts varied consumers with varied
purchasing powers and product preferences.
Act

7. Platform for the customers to provide feedback on the product range,
delivery and service of the website. The Customer Review block
under each product listing.
Visibility on Face book and Twitter, for customers to interact, provide
feedback and make recommendations to their peers.
Sharing a coupon code or a discount for those customers who are
wiling to participate in the post-purchase feedback. This step will
help integrate the Act and Share stage in the customer journey.
Online mobile app (Color app and make up app) to provide a virtual
experience can be shared by customers to share their opinions with
others.
Share

8. Media Mix

9. Awareness
About availability, price and utility
How?
Newspaper Ads
TV commercials
You Tube commercials
Banner Ads on Social Media
Create
The brand’s aspirational value for the Customers.
How?
Ads in Magazines that have aspirational appeal in the market like
Stardust and Filmfare and Femina.
Create commercials that portray stories of aspirations and their
fulfillment.
Expose
Them to the product information and the services offered.
Kiosks setup in malls and hyper city stores to educate the
customers about the product
Seek

10. CREATE
Connect with the brand
How?
Through YouTube commercials that revolve around the tagline-”Because You are Worth
it”. All ads would focus on these women and not on the product, thus making them
feel important
Social Media activations that engages the customer through storytelling and grabs the
attention for a longer period of time.
GENERATE
Brand Recall Value and increase loyalty for the brand
How?
Through Kiosks and in-store advertising in Salons we can create a brand recall value.
RESPONSE
Customer Engagement in order to acknowledge their opinion about the product
How?
Consumer feedbacks at regular intervals
Acknowledge their responses over content shared on social media by the brand
Involve

11. GENERATE
Conversation currency about the brand through content
How?
Share stories that celebrate womanhood and weave it
around the tagline for L'Oreal Paris
Feedback Tabs to monitor customer response
Share

12. INFLUENCE BEHAVIOUR
Build on the aspirational value of the product
HOW?
Through aspirational story telling in TV/ YouTube commercials
Blogs that build brand stories. Share high quality content
through providing product information and utility.
MOBILE MARKETING
Create a beauty tips app that updates the customers on beauty
by using the products
Act
Act

13. Media Strategies and Priorities

14. Setting Media Weights by ER and EF
Determination of Frequency Levels
*Weight-age based on data used from different sources

15. Strategic Media Priorities
★ Competition
★ Communication
★ Category Penetration
★ Category Growth
★ Brand Loyalty/Differentiation
★ Brand Awareness
★ Marketing Objectives

16. Priority 2: Frequency
Priority 3: SOV
Priority 1: Reach
Priority 4: Continuity
Priorities

17. Strategic Approach
Thrust'strategy'
• To#launch#a#product#
• Likely#not#a#market#leader#
• High#compe66on#

18. Scheduling Patterns
★ Since the brand is established with high competition and
comparatively low market share, Frequency advertising is ideal.
★ As per the table, Strike Rate is low to medium for
our obtained weighted score of 38 and hence
effective frequency is 2+/3+
★ Reach and Frequency Objective is 45 @ 3+
★ Since the marketing objective is to grow market share,
media priority is REACH and FREQUENCY followed by SOV and
CONTINUITY.
PULSING
★ Works on a week on/week off approach with heavy presence when on air.
★ Used to elongate “period of activity” but maintain competitive presence.
★ Mix of ‘continuity’ and ‘bursting’
★ Most suitable for products that are bought throughout the year.

19. Amplification of the idea to build
relationships with the consumers.

20. Communication Idea
PROPOSED NEW CAMPAIGN
“women of worth”
To pay tribute to working women who maintain a fine balance between personal and professional life
MESSAGES TO BE PUT ACROSS
All communication messages will have an emotional and respectful tone which salutes the symbiotic
relationships of working women and the support lent to them by their husbands
Ads and events will highlight the integrity and courage of today’s women who handle their home and work
with equal panache

21. Amplification
★ Tv ads with different scenarios focusing on how a women handles her work and household with
ease.
★ TVC respecting women of grit.
★ All ads would focus on these women and not on the product,thus making them feel precious.
★ Use two hashtags #BeacuseYouAreWorthIt and #TakeCare on twitter and instagram.
★ Start a campaign asking people to post pictures and videos of themselves or other women
who are doing anything notable.
★ Organize a one time award show paying tribute to women from different walks of life who have
done anything noteworthy.
★ Run special romantic themed ads on tv,print and radio during Valentine’s day.
★ Focus on brand product integration and keep explicit display of the product to the minimal.
★ Sponsor a season of cooking with Tarla Dalal.

22. Thank you