Marketing Report on Consumer Behaviour - LOreal

7/23/2019 Marketing Report on Consumer Behaviour - LOreal

1/15

MARKETING REPORT

Group: Phan Xuan Linh

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&hri'ian An)r*a

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Pra+a'h Pohina

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1


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&ONTENT!

INTRODUCTION......................................................................................................4

LITERATURE REVIEW..............................................................................................4

L'ORAL MARKETING PLAN AND CONSUMER BEHAVIOUR......................................6

Culturl !"t#r$%..................................................................................................6

S#"&l !"t#r$......................................................................................................

P$(")#l#*&"l !"t#r$..........................................................................................+

CONCLUSION.......................................................................................................1,

APPDENDICES......................................................................................................1,

RE-ERENCES........................................................................................................ 11


3/15

REPORT ON T/E E00E&T! O0&ON!MER E/AIOR ON

LOR5AL MARKETING PLAN!

ABSTRACT: Consumer behaviour strongly afect the consumer buying

process, hence marketers always want to know what is actually

happening inside customer's mind in order to provide additional values o

products to users to satisy their needs and wants. However, it is mainly

inuenced by three key actors - cultural actors, social actors and

psychological actors - that are vital conditions or every marketing

strategy to be considered beore launching in the market. n cosmetic

industry, although !'"r#al is the leader o the market, it is necessarily or

the company to concern these actors in its marketing plan, so as to gain

the market shares and remain its position above rivals such as $%& and

nilever. (he report will try to )nd out the role o consumer behaviour in

marketing strategy planning and discover the process o how !'"real

adapt the three actors to their marketing plans order to achieve success.

/


4/15

INTRODUCTION

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LITERATURE REVIEW

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$0l0"t :r#5u"t #r 3r25 t)t )$ 2 0;:#$ur0 52t*0 #0r &t$

"#:0t&t#r7. T)u$9 &2 2( L'Orl 50rt$ t)0 $l#*2 &$ r0:0t05 2(

t&0$9 $# $ t# ":tur0 t)0 0#t !r# u5&02"0 $ t)0 :#$&t&0

"#2$0u02"0 #! 2 0;:#$ur0 52t*0 25 02"#ur*0 l&$t020r'$

"#2502"0 t)r#u*) )0r&2* $02$#r &2 #r50r t# #t&t0 "#2$u0r 3u(&2*

50"&$$ $ 80ll $ tr2$!0r t)0 )&5502 0$$*0$9 $u") $ (#u r0

50$0r05 t# u$0 t)&$ #r t)0 :r#5u"t &$ 50 #2l( !#r (#u9 t# 3#t) :#t02t&l

25 0;&$t&2* "u$t#0r$. T)&$ &$ t)0 r0$#2 8)( L'Orl l8($ tr( t#

r0:0t t)&$ :)r$0 2( t&0$ &2 t)0&r TV 50rt$.

A2#t)0r 8( t# 0"t "#2$u0r :0r"0:t &$ t)r#u*) &$. A""#r5&2* t#

A*r8l 25 Kur0 =1??@9 "u$t#0r$ t025 t# ")##$0 :r#5u"t$ 25$0r&"0$ 025#r$05 3( "0l03r&t&0$ t)2 #t)0r$ 8&t)#ut 025#r$002t. -#r

L'Orl9 3( u$&2* "0l03r&t( 025#r$002t 50rt&$&2* #2 TV 50rt$ #r

$:0"&l&$t$ $ 3r25 3$$5#r$ !#r t(:&"l "tl#*u0 #! :r#5u"t$ l&0

M&")0ll0 P)2 8&t) EM "#$0t&"$9 t)0 "#:2( "2 ttr"t tt02t !r#

US "0l03r&t('$ !2$ 25 :#t02t&l "u$t#0r$ $ 80ll. W&t) #r0 t)2 @.

&ll $u3$"r&30r$ #! #uTu30 25 )0r 0u: $&ll$ :r#05 3( 800l(

30ut( tut#r&l &50#$9 L'Orl )$ &2tr#5u"05 EM"#$0t&"$ r0!0r02"05 3(M&")0ll0 P)2 !#r #2l&20 $l0$ #2l(. T)&$ "r0t0$ 2 u2&u0 $0ll&2* :#&2t !#r

t)0 :r#5u"t 25 )0l:$ t)0 "#:2( 3r25 20 $t25 #ut !r# t)0

"r#8505 "#$0t&" r0t.

1,


11/15

CONCLUSION

I2 t)0$0 5($9 u250r$t25&2* "#2$u0r 30)ur &$ t)0 0( $u""0$$ !#r

00r( r0t&2* $trt0*( &2 #r50r t# "r0t0 25 tr2$!0r :r#5u"t lu0$ t#

"u$t#0r$ $ 80ll $ &2t&2 "#2$u0r'$ lu0$ &2 r0tur2. E$:0"&ll( &2

t)0 )&*) "#:0t&t&0 "#$0t&" r0t9 t)&$ :#&2t #! "#2$u0r $tu5(&2*

30"#0$ #r0 25 #r0 &:#rt2t t# t)0 $urr #! 3u$&20$$0$. I t)0

"$0 #! L'Orl9 t)0 "#:2( )$ "#2$&50r05 t)0 &:#rt2"0 #! "ulturl9

$#"&l 25 :$(")#l#*&"l !"t#r$ t)t 0"t "#2$u0r 30)ur 25

$u""0$$!ull( ::l&05 t)0$0 2#8l05*0 t# t)0&r tr5&tl 25

"#2t0:#rr( r0t&2* $trt0*&0$ &2 Br&l9 C)&2 25 t)0 USA. H#800r9

8&t) t)0 l&&t #! ,,, 8#r5$9 t)0 r0:#rt "22#t "#0r 00r( :#&2t #!

L'Orl'$ r0t&2* :l2$ t#8r5$ "#2$u0r 30)ur 25 *&0 !ull

2l($&$ #! t)#$0 r0t&2* $trt0*&0$. T)0 !utur0 r0:#rt #2 t)&$ t#:&" "2

30 0;t02505 8&t) "#2"0r2 3#ut 00"t$ #! :0r$#2l !"t#r$ #2 "#2$u0r

30)ur &2 r0t&2* :l2 25 ""#:2&05 0;:l0$ !r# "#$0t&"

"#:2&0$ t# $tr02*t)02 t)0 &:#rt2"0 #! 3u(0r'$ 30)ur &2 "#$0t&"

r0t&2* :l22&2*.

APPDENDICES

-&*ur0 1% M#50l #! 3u(0r 30)ur

11


12/15

S#ur"0% K#tl0r9 P.9 > Ar$tr#2*9 G. =,,6. *arketing *anagement9

11t) 05. I25&9 Pr02t&"0Hll.

-&*ur0 % M05& :020trt rt0$ &2 Br&l &2 ,11

RE-ERENCES

A*r8l9 > Kur9 W.A. =1??@. T)0 0"#2#&" 8#rt) #!

"0l03r&t( 025#r$0r$% 2 002t $tu5( 2l($&$.+ournal o *arketing9 @?=/9

::.@66/.

1


13/15

A$")9 D. > W#l!09 B. =,,1. ew conomy ew Competition, (he

/ise o the Consumer0.N08 #r9 Pl*r0.

Er&$$#29 C. =,,4. C2 *r002 "#2$u0r&$ r0:l"0 02&r#202tl

r0*ult A 5&0r02t&t05:r#5u"t$ 0;:l0. /esource and nergy

conomics,6=/ S0:t030r9 ::.+1?/.

Erl&")9 N. =,1. 1or 2ra3il, 2eauty s 4erious 2usiness. QO2l&20.

A&l3l0 t%

)tt:%888."23"."#&546+6?@@ QA""0$$05 3( 16t)N#030r ,1/.

H25l0(9 L. =,1. 5%67 &eorges-douard 8ias, !'"real. QO2l&20.

A&l3l0 t%

)tt:%888.r0t&2*800."#.u$trt0*&0$25t"t&"$5&*&tl

$trt0*(*0#r*0$05#ur55&$l#r0l4,,,6.rt&"l0 QA""0$$05 3(

1+t) N#030r ,1/.

H8&2$9 D.I.9 B0$t9 R.. > C#20(9 K.A. =,,4. Consumer behaviour7

building marketing strategy. ?t) 05. B#$t#29 M"Gr8H&llIr8&2.

H0Pt&l9 > BB::9. =,1. T)0 &2u02"0 #! "ultur0 #2

"#$0t&"$ "#2$u0r 30)ur. "4/ +ournal o 2usiness and

*anagement9 /=49 S0:t030r9 ::.414.

H0$l#:9 A.L. =,,.6 /eport to 6griculture and 6gri-1ood Canada,

Consumer 6nalysis 4ection. C259 Crl0t#2 U2&0r$&t(.

K##&9 I. =,11. 1emale 2uying 2ehaviour /elated to 1acial 4kinCare $roducts. -&2l259 H*H0l& U2&0r$&t( #! A::l&05 S"&02"0$.

K#tl0r9 P. > Ar$tr#2*9 G. =,1. $rinciples o marketing. 14t) 05.

B#$t#29 P0r$#2 Pr02t&"0 Hll.

K#tl0r9 P.9 > Ar$tr#2*9 G. =,,6. *arketing *anagement9 11t) 05.

I25&9 Pr02t&"0Hll.

1/
http://www.sciencedirect.com/science/journal/09287655http://www.sciencedirect.com/science/journal/09287655http://www.cnbc.com/id/46869525http://www.marketingweek.co.uk/strategies-and-tactics/digital-strategy/qa-georges-edouard-dias-loreal/4000627.articlehttp://www.marketingweek.co.uk/strategies-and-tactics/digital-strategy/qa-georges-edouard-dias-loreal/4000627.articlehttp://www.cnbc.com/id/46869525http://www.marketingweek.co.uk/strategies-and-tactics/digital-strategy/qa-georges-edouard-dias-loreal/4000627.articlehttp://www.marketingweek.co.uk/strategies-and-tactics/digital-strategy/qa-georges-edouard-dias-loreal/4000627.articlehttp://www.sciencedirect.com/science/journal/09287655http://www.sciencedirect.com/science/journal/09287655


14/15

K#tl0r9 P.9 > K0ll0r9 L.K. =,,?. *arketing management. T)0 USA9

P0r$#2 O20.

LJOr0l Pr&$. QO2l&20. A&l3l0 t )tt:%888.l#r0l:r&$."#.u

QA""0$$05 3( 1@t) N#030r ,1/.

LOr0lPr&$I25&9. =,1. !'"real $aris '2ecause 'm 9orth t' 4aga.

QV&50#. A&l3l0 t% )tt:%888.(#utu30."#8t"))LX;*8RMA

QA""0$$05 3( 1t) N#030r ,1/.

M"D#u*ll9 A. =,1. 4ocial media holds the key or customer

interaction says !'"r#al. QO2l&20. A&l3l0 t%

)tt:%888."#$0t&"$50$&*2$&."#Mr0tTr025$S#"&l05&)#l5$t)00(!#r"u$t#0r&2t0r"t$($LOr0l QA""0$$05 3( 1?t)

N#030r ,1/.

atural in China. =,1.QO2l&20. A&l3l0 t%

)tt:%888."#$0t&"$3u$&20$$."#208$rt&"l0Y:*0NturlY&2YC)&2+,+4,

QA""0$$05 3( 16t)N#030r ,1/.

P0t0r9 .P. > Ol$#2 C.. =,1,. Consumer 2ehaviour % *arketing

4trategy. ?t)05. B#$t#29 M"Gr8H&llIr8&2.

P$$r&0ll#9 C. =,11. (o !'"r#al, 2ra3il's 9omen eed ew 4tyle o

4hopping. QO2l&20. A&l3l0 t%

)tt:%#2l&20.8$."#208$rt&"l0$SB1,,,144,@4+,/?@?1,4@6,

+41,41+,/+

r0!SB1,,,144,@4+,/?@1,4@6,?1?,+@6?/+Z QA""0$$05

3( 16t)N#030r ,1/.

S")&29 G.L.9 H2$029 H. > K2u9 L.L. =,,+. Consumer

2ehaviour7 6 uropean "utlook. UK9 Pr02t&"0 Hll-T.

14
http://www.loreal-paris.co.uk/http://www.youtube.com/watch?v=hQLZxqgwRMAhttp://www.cosmeticsdesign-asia.com/Market-Trends/Social-media-holds-the-key-for-customer-interaction-says-L-Orealhttp://www.cosmeticsdesign-asia.com/Market-Trends/Social-media-holds-the-key-for-customer-interaction-says-L-Orealhttp://www.cosmeticsbusiness.com/news/article_page/Natural_in_China/80840http://www.cosmeticsbusiness.com/news/article_page/Natural_in_China/80840http://online.wsj.com/news/articles/SB10001424052748703959104576082421042718038?ref=SB10001424052748703951704576091920875276938#2http://online.wsj.com/news/articles/SB10001424052748703959104576082421042718038?ref=SB10001424052748703951704576091920875276938#2http://online.wsj.com/news/articles/SB10001424052748703959104576082421042718038?ref=SB10001424052748703951704576091920875276938#2http://www.loreal-paris.co.uk/http://www.youtube.com/watch?v=hQLZxqgwRMAhttp://www.cosmeticsdesign-asia.com/Market-Trends/Social-media-holds-the-key-for-customer-interaction-says-L-Orealhttp://www.cosmeticsdesign-asia.com/Market-Trends/Social-media-holds-the-key-for-customer-interaction-says-L-Orealhttp://www.cosmeticsbusiness.com/news/article_page/Natural_in_China/80840http://www.cosmeticsbusiness.com/news/article_page/Natural_in_China/80840http://online.wsj.com/news/articles/SB10001424052748703959104576082421042718038?ref=SB10001424052748703951704576091920875276938#2http://online.wsj.com/news/articles/SB10001424052748703959104576082421042718038?ref=SB10001424052748703951704576091920875276938#2http://online.wsj.com/news/articles/SB10001424052748703959104576082421042718038?ref=SB10001424052748703951704576091920875276938#2


15/15

T)0Cr#Pr#59. =,11. !'"real *akes 1ake 4kin as 6nimal (esting

2an !ooms. QV&50#. A&l3l0 t% )tt:%888.(#utu30."#8t")

CC",IUL# QA""0$$05 3( 1t) N#030r ,1/.

2*9 H. =,1/. !'"r#al in China7 *arketing 4trategies or (urning

6round Chinese !u:ury Cosmetic 2rand ;ue 4ai. T)0 USA9 #)2$ H#:&2$

U2&0r$&t(.

1@
http://www.youtube.com/watch?v=CJkCc0mIULohttp://www.youtube.com/watch?v=CJkCc0mIULohttp://www.youtube.com/watch?v=CJkCc0mIULohttp://www.youtube.com/watch?v=CJkCc0mIULo

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