| Online Presence Plan for LOREAL CQUISITION FUNNEL | ONLINE MARKETIN Para aaFormed in 1907 by Eugene Scheller, a young French chemist, today LOréal Parisis the largest global cosmetics and beauty brand currently present in over 65 countries, including Pakistan, with headquarters in the Paris suburb of Clichy, Hauts-de-Seince, France LOréal Paris is a leader in new trends and Innovations: it is brand that is rooted in scientific progress. Over the years, LOréal Paris has also been involved in various humanitarian causes globally The esteemed LOréal Paris and UNESCO For Women in Science partnership rests on the fundamental bellef that the world needs science and science needs women Claiming a right for a multi-faceted beauty over a standardized or perfect beauty, the brands’ international ambassadors have thus always been icons from the world of arts, fashion and beauty: Penelope Cruz, Aishwarya Rai, Eva Longoria, Beyonce Knowles, Jane Fonda and Patrick Dempsey are a few amongst the many who have come to represent a cross section of age, morphology and ethnic origin all illustrative of the brands’ beauty philosophy.Situational Analysiscustomer acquisition reduced amount of customer turnover increased revenue Engagement rate Social media reach email and sms marketing in-bound link building Influencer marketing Incentive reachStrengths Weaknesses 1. As adevelopingnation, it doesnot have as much of areachas it does globally 1, Strong brand portfolio 2. Diversified geographic presence 2. Slow revenue growth 3. Big number of , in Pakistan customer acquired in most regions 4. Ahuge R&D capability 5. Customer loyalty and trust 6. Known and associated Brand Ambassadors Opportunities 1, Ademographic trend in Pakistan- growing beauty conscious among the aging baby boomers and millennials 2. Foran emerging country like Pakistan, brands like Loreal, Maybelline, Body Shop and others are considered high-end as compared to Sephora brands. 3. Can capture customer loyalty relatively easier in 3rd world countries, as there is not much competition Threats 1. Growing popularity of cosmetic treatments from dermatologists 2. Counterfeiting products in 3rd world countries like Pakistan is the most common problem 3. Competition from local industries like, MANA, Rivajetc.Objectives* Behavioral Marketing «Facebook Ads manager + Reach 3000-10,000/day SellTo update Facebook page and Instagram for communication after launching of new product * Direct Message * Comments * Posts ServeTo provide a FAQs section on the official website and Facebook page by the end of first quarter * FAQsection on website * Chat on Facebook & DM on Instagram * Fasterreplyof queries over e-mail SpeakTo engage customers in brand activations at Dolmen mall and Imtiaz store by giving free testers To first 1]OOO customers on day of product launch * Increase footfall * Expand to more places SizzleStrategyAnaesthtically pleasing UI, Lorealis known for its representational skill sin their product papersand websites User turned Customer by the experience of the landing pages Hired staff-actors, models. Actively replying to queriesTacticsQuality Products Usefulness Guarantee of Products Usability- No Animal Testing, ammonia-freeTesters Giveaways Subscription access to content Discount codes for specific customersRetail outlets Buy online from merchants Buy from website Buy from influencer provided linksBrand Ambassadors- Mahira Khan, Juggun Kazim, Ayesha Omer Influencer promotions Sales persons at stores and malls Bloggers Word of mouthUser satisfaction & easiness Activities & posts Respond to people professionally Authentic posts6. Physical Evidence Refund policy Testers Ads Social Media content* Customer Acquisition process * "Customer is King" concept * Maintain customer loyaltyBrand Ambassadors- Mahira Khan, Juggun Kazim, Ayesha Omer Influencer promotions Sales persons at stores and malls Bloggers Word of mouthCustomer Acquisition Funnel =—_-- a.SEO. Influencers. Brand Ambassadors. How do you create brand awareness?Blogs. Email marketing. tutorials. How do you plan to acquire potential clients? Who are they? Pee Cue Lesa Pern Mest tat ae ec Boece) Lge eee Ta) Siete tarts LR nee eet) BeCRO. Brand Activations. Discounts/Vouchers. oe How do you increase the Eb number of customers? Acquiring people's basic info like name LTS ibe eat cease teal ly Bere Mee hers | Raa eee nce response to the activations and rag este ce Pee ee eh eee pages of rand Ambassador Bene tee peer ciaoTraffic/Footfall, UI/UX What role do you play in conversion? [Waconia tg Pie Retaremec ee rete el ieee eistas Piece he eae eae aedCustomer loyalty and word-of-mouth What does marketing do to support retention?ActionMaximum number of footfall on retail outlets and grocery stores Generate awareness about the new products Measure KPIs through customer feedback Measure monthly purchasing of certain products Measure customer retention every monthAteam of 3members will lookafter the Social Media pages; Facebook, Twitter, Instagram Ateam of 5members will look after brand activations activities in malls A team of 5members will look after brand activations activities in grocery stores 2 members will look after merchants site and the websiteCompetition from local industry Slower revenue generation because of customer acquisition Constant updates of every product Difficult to acquire customers from interior cities+ Customers will be responded properly and quickly * Likes & Comments onthe product will help us measure how people react toward it # Ads of products will beplaced on Instagram as more bloggers and influncers use that medium to acquire customers for beauty productsControlKPIs SMART Goals * Number of * Tomeasure footfall, clicks and engagement impressions performance * Loyal customers * Tounderstand customers, * Average revenue per region * Tomeasure growth and market comparisonTo measure engagement performance activities of 20k customers by second quarter Footfall in brand activation activities Response to influencer marketing- reference codes Click per view of Ads Click per impression of products and websiteTo measure 1000 customers' reviews on the launch of a new product by end of first month Customer retention rate Customer feedback Most viewed and visited place Most purchased productTo measure growth and market comparison of MANA & beautify by amna with Loreal's similar products by year's end-starting analysis from a population of Ik * reviews Trending product Likes and Shares on Social Media Hashtags count After Brand Ambassador & Influencer posts response