edf40wrjww2CF_PaperMaster:Desc
Question 1
Using a suitable marketing communications planning framework, produce a marketing communications plan for the Lancôme brand (a brand from the luxury goods division.
The framework used below is from Parente (1996) it doesn’t include corporate objective but I have decided to add it. I have also modified it by removing the advertising objectives and included it into communication objectives.
1.0 EXECUTIVE SUMMARY
L’Oreal is the world’s largest cosmetics and Beauty Company. L’Oreal has developed activities in the field of cosmetics, concentrating on hair colours, skincare, sun protection, make- up, perfumes and hair care. The company primarily operates in Europe and North America Cultural diversity is almost as great – perceptions of beauty vary from one country to the next, as do cosmetic and personal care regiments, which also change over time. And individual choices of hairstyle, skincare, make-up and perfume express the uniqueness of each person. L’Oreal is founded on respect for those differences and the capacity to match personal diversity with the diversity of our products and brands. This marketing communication planning framework (MCPF) is about the Lancôme brand which is from L’Oreal Luxury division. It’s distributed via department stores and it targets the affluent/prestige group of consumers.
2.0 SITUATION ANALYSIS
In order to satisfy customer needs, L’Oreal must understand its internal and external situation, including the market, the customers and L’Oreal own capabilities. It also needs to forecast trend in the market they operate in.
2.1 Company Analysis
L’Oreal is a French beauty giant and it commands a formidable position within the world in cosmetics, toiletrie ...