The university of Pitesti

Faculty of Economics and Law

MARKETING STRATEGIES AND

POLICIES

Scientific coordinator:
Conf. Univ. dr. Amalia DUȚU

Students: DRĂGHICI Liliana

IONESCU Bianca
MITRICĂ Adriana

2021
Contents
CHAPTER I...................................................................................................................................................... 3
COMPANY OVERVIEW ................................................................................................................................... 3
1.1. Object of activity according to NACE code ...................................................................................... 3
1.2 Brief history and geographical location .............................................................................................. 5
The company's mission ......................................................................................................................... 6
Chapter II ....................................................................................................................................................... 6
The L'Oréal portfolio ..................................................................................................................................... 6
1.1. Company organization chart ............................................................................................................ 11
2.1 .The image of the company on the market....................................................................................... 12
Chapter III ................................................................................................................................................... 13
Competitors analysis ................................................................................................................................... 13
3.1 Marketing audit of Romanian competitive companies: Avon and Oriflame ........................................ 16
Chapter IV ................................................................................................................................................... 21
IDENTIFICATION AND ANALYSIS OF THE TARGET MARKET OF THE PROMOTIONAL CAMPAIGN ............... 21
4.1 Promotion campaign plan ..................................................................................................................... 22
4. 2 MARKETING PLAN .......................................................................................................................... 2. 3
4.3 Selection of product positioning vectors ...................................................................................... 24
Chapter V .................................................................................................................................................... 25
L'oreal Paris marketing mix ......................................................................................................................... 25
Price ........................................................................................................................................................ 25
placing ..................................................................................................................................................... 25
Promotion ............................................................................................................................................... 25
Product .................................................................................................................................................... 26
Chapter VI ................................................................................................................................................... 29
Product promotion in women's magazines, through billboards ................................................................ 29
Chapter VII .................................................................................................................................................. 32
EVALUATION OF THE CAMPAIGN EFFICIENCY ............................................................................................ 32
CHAPTER I

COMPANY OVERVIEW

1.1. Object of activity according to NACE code

The activities of the L'Oréal SA group are included, according to the NACE code, in section
M - "Professional, scientific and technical activities", this section includes specialized
professional, scientific and technical activities. These activities require a high degree of training
and provide users with specialized knowledge and skills.
The main activities carried out by L'Oréal SA can be found in the division of NACE code
70 - "Activities of directorates, centralized administrative offices"; management and management
consultancy activities, more specifically in the code group 701, NACE 7010 - "Management
activities, centralized administrative offices". This class includes the activities of the central
administrative units that supervise and lead other units of the company and that assume the
strategic or organizational planning and the role of making decisions; the units in this class exercise
operational control and conduct the day-to-day operations of related activities.
The activities of the 40 L'Oréal factories fall under Section C of NACE - "Manufacturing".
The manufacturing industry includes the physical or chemical transformation of materials,
substances or components into new products, although this cannot be used as a universal criterion
for defining processing.
The company's mission

The mission that L'Oréal has set itself and that inspires its teams is to offer women and men
around the world the best cosmetics in terms of quality, effectiveness, safety, sincerity and
responsibility to make them it satisfies all their needs and desires for beauty in their infinite
diversity.
L'Oréal's strategy is Universalisation, ie globalization with a detailed understanding and
respect for differences. The aim is to provide beauty, responding to the specific aspirations of
consumers in each region of the world. Unlike standardization, it is based on careful attention to
consumers and a deep respect for their differences.
L'Oréal's identity can be understood in two ways;
- "I" is the product of my history: thus, at the end of a process of selective accumulation, I
am brought to reproduce what I have already become.
- "I" transforms myself by confronting otherness (an individual, an event, a failure, an
innovation). Thus, I change through the force of commitment that binds me to others and
their differences.

Chapter II

The L'Oréal portfolio

L'Oréal has a rich portfolio of international brands, unique in the world, covering the entire
range of cosmetics: hair care, coloring, skin care, makeup and perfume. They are very
complementary, and these brands are managed within the group by the respective departments
with expertise in their distribution channels. This organization is one of the main advantages of
L'Oréal. It makes it possible to meet the expectations of each consumer according to their habits
and lifestyle and adapt to local distribution conditions anywhere in the world. The company owns
36 brands and continues to purchase some of the most important beauty brands in the world.
 Two reasons explain L'Oréal's unique position in the cosmetics industry: its exclusive focus
on perfumery-cosmetology and its presence in all market segments. L'Oréal sells all its products
through all distribution channels. This presence was built gradually. Initially, in 1909, the
company's founder sold hair dyes to hairdressers.
The Grand Public Products division offers the best cosmetic innovations for the largest number
on all continents. Its brands are accessible through mass distribution channels (hypermarkets,
supermarkets, pharmacies and traditional stores). The division is the group's main anchor for
conquering the next billion consumers
 This division includes the following brands: L'Oréal Paris - Garnier - Maybelline New
York - Softsheen-Carson - MG - Essie - NYX.
The L'Oréal Luxe division offers a range of international brands of prestige, heritage and
modernity unique to female and male customers around the world. L'Oréal Luxe brands are
committed to promoting the various luxury beauty professions - skin care, makeup, perfume - and
to offer selective distribution of high quality products and service oriented towards excellence,
with respect for the diversity of its clientele.
This division includes the following brands: Lancôme - Giorgio Armani - Kiehl's - Yves
Saint Laurent - Biotherm - Ralph Lauren - Urban Decay - Clarisonic - Shu Uemura - Viktor &
Rolf - Diesel - Cacharel - Helena Rubinstein - Yue Sai - Guy Laroche - Paloma Picasso - House
Martin Margiela - Proenza Schouler.
Professional products division
 Thanks to first-class training and the most advanced innovations in hair beauty products
and services, the Professional Products Division ensures that more and more people benefit from
the highest standards of quality and quality every day. the expertise of beauty salon professionals
around the world.
This division includes the following brands: L'Oréal Professionnel - Kérastase - Redken -
Matrix - Pureology - Decléor - Shu Uemura Art of Hair - Essie - Carita - Mizani.
The mission of the Active Cosmetics Division is to help everyone improve the quality and
health of their skin, whether they are sensitive or suffer from dermatological disorders, in all health
circuits around the world: pharmacies, parapharmacies, pediatrics, cosmetics. Due to its highly
complementary brands and close links with health professionals, dermatologists, pediatricians and
cosmetics, the division is the world's number 1 in the field of dermocosmetics.
This division includes the following brands: Vichy - La Roche-Posay - SkinCeuticals -
Roger & Gallet - Sanoflore - CeraVe.
L'Oréal produces and sells all its products on all distribution channels. This presence was
built progressively. The acquisition of the Monsavon brand in the 1930s and the launch of the Dop
shampoo marked the company's entry into the consumer products category. In the sixties, the
company launched in the category of luxury products and selective distribution with the acquisition
of Lancôme, then in the medical circuit with the development of Vichy and La Roche Posay.
Following the partnership with 3 Suisses, the company went on sale by mail order with the
Créateurs de beauté catalog, but ceased operations a few years ago.

In 2006, L'Oréal always had its position in direct distribution with the acquisition of The
Body Shop, experiencing retail branding with this brand. In each destruction circuit, the company
must market products according to the number of specific brands. The name L'Oréal appears only
in the professional circuit under the brand L'Oréal Professionnel and in mass distribution under the
brand L'Oréal Paris.
2.1 .The image of the company on the market
The L'oréal Group develops several important communication campaigns each year that
highlight the group's capacity and growth. If it is ubiquitous on several media channels and the
constant presence allows the brand to maintain its position of recovery in the market, despite stiff
competition from many brands of cosmetics.
Thanks to a clear communication strategy, the group became known throughout the world.
One of the great successes of the group is certainly its slogan. Sold in the 1980s in the United
States for a product, this signature has become famous and is now the brand's slogan.
Group communication translates in particular into the ability to differ from competitors.
Indeed, the group knew how to be a market leader by monopolizing advertising space.
The group uses its communication to establish and persevere in the relationship with its
customers, investors and partners. Through its communication campaigns, the group strengthens
its fame and establishes a climate of trust. In order to maintain its relationship with customers, the
group focuses its communication on the brand and the product.
For L'oréal, the choice to associate a famous person's brand was not harmless in strategy.
Since 1999, L'oréal has coordinated with many celebrities with a strong international reputation
for promoting its products. The goal was clear, it was about supporting the quality of products,
showing the world that famous stars are associated with its products.
Moreover, we notice that the mythical slogan "Because I deserve" has been transformed
and is known as "Because it deserves". Another form of strategy, in the words of Claudia Schiffer,
"And you deserve it" encouraged consumers to buy the product. This is like a personal message
and the purpose of the brand is to allow the public to believe that the embassy is only for them.
Thanks to this message, the brand has created a link between the consumer and one of the largest
beauty models in the world. This is why L'oréal has succeeded and shown that the brand is made
for every woman. The real power of L'oréal is to be able to offer the luxury of these internationally
known stars to limit the culture differences.
The TV allows the brand to be quickly known and reaches the target directly by
broadcasting commercials according to programs. The TV also allows you to repeat the message.
Indeed, advertisements are broadcast several times a day and allow consumers to be reminded of
the product.
The press is a very important media tool, as it allows easy targeting of consumers. The
L'oréal Group advertises only in magazines aimed at its future consumers.
The Internet is used as a popular way of communication by a large part of the public. L'oréal
has reduced some of its investment in traditional media to focus on developing the Internet to better
reach consumers. It began with the recognition that digital, especially mobile, has fundamentally
changed the way people consume media, develop brand preferences and choose products. Being
able to help a consumer while testing a hairstyle in front of the mirror anytime, anywhere in the
world felt like an unattainable dream for beauty marketers. But thanks to mobile devices, it is now
a reality.
 Chapter III
Competitors analysis

There are seven large companies that control almost every beauty product we offer, 182 companies
are owned by these seven main leaders who appear in the image below.

Estée LauderThe companies are responsible for 24 of the beauty brands on this list. Some
of her funds include makeup and perfumes from fashion brands Donna Karan, Michael Kors, Tom
Ford, Tommy Hilfiger and Tory Burch, each with their own line of cosmetics or toiletries. The
company also has quite a few well-known beauty brands, including Aveda, Bobbi Brown,
Clinique, La Mer and MAC Cosmetics.
Unileverhas 38 beauty sub-brands and many of them, including Nexxus, Pond's, TIGI,
Dove, Vaseline and Lever 2000, are staples in pharmacies in the US. Unilever also has quite a few
brands that are popular outside the US, including Fair & Lovely, a "fairness cream" that is
marketed in India as a skin-opening lotion for women. He received side effects to promote one
skin tone as good as another.
Procter & GambleCompany (P&G) is an American multinational consumer goods
corporation based in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble.
He specializes in a wide range of personal / consumer health products, as well as hygiene and
personal care products; these products are organized into several segments, including Beauty;
Care; Health; Fabric and home care; and Baby, female and family care. Prior to the sale of Pringles

1
Source: https://www.insider.com/companies-beauty-brands-connected-2017-5
3.1
 Marketing audit of Romanian competitive companies: Avon and Oriflame
Avon is actively and vigorously involved in the fight against breast cancer. Avon was the first large cosmetics company to
permanently stop testing animal products. All packaging of Avon products is made of recyclable materials. The brand name is called
Avon and it is also found in its logo. Along with the brand name, in the logo there is also the slogan "the company for women" which
emphasizes the fact that Avon is aimed at women and addresses all care woman and the satisfaction of her requirements.
1
 The packaging
All
 packaging of Avon products is made from recyclable materials due to the fact that Avon is very concerned about protecting the
environment, moreover, Avon was the first large cosmetics manufacturer to stop animal testing since 1989.
 Depending on the product range, each package has its own design, personalized sometimes accompanied by characteristic
identification elements. At the time when Avon undertook humanitarian campaigns, certain products had packaging containing the logo
of the campaign in force (eg: against breast cancer)
 Regarding the color of the packaging, at Anew the colors are sober, characteristic of the target consumers, and at the ColorTrend
products that are addressed to teenagers, the colors are vivid, pastel.
2. Advertising

The
 commercials were broadcast mainly in the media, especially on television and on the Internet.
In
 some commercials, the Avon company used celebrities who added credibility and trust to the respective products but were also a
guarantee of quality.
 An example is Salma Hayek who was for a long time the image of the company, now the new Avon image is Reese Witherspoon.
 The reason why the Internet was the main medium for advertising spots was that many of Avon's customers consulted the
company's website to keep up to date with the company's new campaigns and promotions.
 Avon has distinguished itself through two major social campaigns:
 Breast cancer campaign
 Campaign against domestic violence
Breast
 cancer campaign
 The mission of Avon's breast cancer campaign is to raise funds to fund educational
programs designed to inform and educate Romanian women about early diagnosis of breast cancer
and to provide quality medical care for all patients diagnosed with breast cancer. Advertising
analysis

Avon-Christian Lacroix Association

In early 2007, Avon surprised by partnering with Christian Lacroix to produce Rouge
perfumes for women and Noir for men.

As for the content of the message in the commercial, it conveyed the idea of elegance,
refinement, mystery.

The idea of choosing a forest as a setting for the commercial indicates at night that these
perfumes take you out of anonymity and make you escape from the ordinary.

Regarding the form of the message, the costumes of both the woman and the man in the
commercial that embodied the two perfumes must be mentioned in terms of the nonverbal
message (she was dressed in red, symbolizing the perfume Rouge and he was dressed in black
symbolizing the perfume Noire).

The dress chosen for the girl was very elegant, sexy, but also gave a note of mystery which is
supposed to embody the wave of feelings that invaded the person who used the perfume.

The impeccable black suit chosen for the boy expresses the superiority, accuracy and influence
that the target customer of this perfume can exert on his peers.
The target of this campaignwas the increase in sales and Avon and Christian Lacroix by 10%
but the campaign did not have the expected effect.

The main objectiveof this campaign was the mutual promotion of the two brands.

Target audienceof this campaign consists of women and men from urban areas, with higher
education, high income and good social status.

As other promotional techniques, Avon can use the discount technique or the "extra product"
technique, techniques that are sometimes used successfully, especially when launching a new
product.

Another promotional technique is to organize concerts exclusively for loyal customers who buy
products worth a certain amount, and a percentage of the profit to go to one of the humanitarian
campaigns.

. Oriflame is one of the most dynamic companies in the world, which has one of the widest ranges
of products based on natural ingredients, without animal testing.
1 Oriflame Vision - Where does it want to go?

"Our vision is to be 'natural, the first choice.' We will achieve this by making Oriflame the first
choice for anyone who wants quality cosmetics at affordable prices, or a career in a direct sales
company. '

Our mission - Our reason for existing

"Our mission is to provide 'a chance for everyone.' We are here to give everyone access to
cosmetics in a simple and smart way, but also to improve people's lives through a dynamic
business. '

2. Brand analysis

a. The brand name is found in the brand logo and the logo is confused with the emblem.

b. Oriflame is the guarantee brand, due to the quality guarantee it offers to the products launched
under this brand, but also to the umbrella brand due to the very diversified range of products it has
launched over the years.

3. Brand positioning

Oriflame is on the second place on the cosmetics market in Romania, with a market share of 16%.

4.Packaging

The packaging has been created and cosmetized according to the target audience and in such a way
as to best describe the properties of the product and the specific attributes of each product range.

The materials from which the packaging is made are recyclable and ecological.

Regarding the colors that are used in packaging, the age, the social status of the target consumers
are taken into account and they try to meet their requirements and make them more and more
attractive in order to win new and new consumers.

Advertising
a. The predominant media in which Oriflame brand commercials were broadcast are the press, the
internet, billboards, and at the opposite pole is television where advertising campaigns are rarely
broadcast. The company chose these media for promotion because they are less expensive.

b. The advertising message I chose to analyze is the most recent commercial.

The advertising spot is for the Grace perfume and the star chosen to promote this perfume
in Romania is Valentina Pelinel.

A third company that will be competitive will be "Kids & Nature" and represents a range of
herbal cosmetics for children. The range of products consists of

 Body oils
 Moisturizers
 Chamomile shampoo
 Hair conditioner
 Wet wipes with aloe vera extract
 Lipgloss
 Body lotion
 Shower gel
 Eye shadow
 Melon sunscreen

We chose this market segment because it is very little exploited and the demand for it is quite
high.

Target audienceof these products are children between 4 and 10 years old whose parents have
an average income.

Differentiating attributesof the brand are quality, affordable price, diversity, product
distribution.

Brand nameis "Kids & Nature", the emblem coincides with the logo and is the following:
Chapter IV

IDENTIFICATION AND ANALYSIS OF THE TARGET MARKET OF THE

PROMOTIONAL CAMPAIGN

The market consists of buyers who differ in their desires, purchasing power, geographical
location, behavior and purchasing practices.
In order to choose the market segment that the company can best serve, L'Oreal took into account
the geographical, demographic and psychographic characteristics of consumers, as well as their
possible reactions to the advantages offered by the product, or the possibilities of using it
(behavioral characteristics).
The market segment identified following the analysis of these variables is represented by a certain
category having the following characteristics:
- inhabitants of Romania
- people from the urban environment
- age between 20 - 40 years
- monthly income> 2500 lei
- level of education - upper secondary education
- female persons
- inhabitants of Romania
- people from the urban environment
- age between 20 - 40 years
- monthly income> 2500 lei
- level of education - upper secondary education
- female persons

The brand aims to accompany both women and men around the world during all stages of their
lives. Thus, based on the model proposed by the parent company, the target audience of the local
subsidiary consists of men and women alike, past the age of adolescence.
L'Oreal is aimed at high-income, female consumers, aged between 35-40 and over 40 who prefer
or opt over time for a certain brand for which the price-quality ratio is very important.
4.1 Promotion campaign plan

The promotional campaign will take place between March 1, 2021 and December 1, 2021, and the
following means will be used:
 broadcasting a radio spot on the following radio stations: Kiss Fm, Radio 21 and Pro Fm;
 print-magazines: Notino, Douglas and online
 billboards
 media advertising.
This promotional campaign aims to:
 company advertising
 launch of the new product
 reaching a quota of at least 10% after the first 4 months from the launch of the new product
 achieving the leading position on the local market
 increasing the sales volume of the product and other products of the company.
The communication objectives pursued are:
 identification of the product by the target public
 informing the public about the appearance of the product
 product differentiation by creating an image that highlights the company's offer.
 knowing the quality of the product among the target audience
Because the product is a novelty on the market, we try to adopt a communication as aggressive as
possible, to make the product known in a short time. This strategy includes several promotional
communication techniques, which are based on: advertising, sales promotion, public relations.
4.3 Selection of product positioning vectors

Water ofperfumeLancôme La Vie Est Belle is the symbol of freedom and happiness, an ode to all
the beauties of life. The all-female fragrance was created to bring a smile to everyone's lips.

 a sweet, sophisticated fruit and flower scent

 for the self-confident woman who refuses the dictates of society
 suitable for the whole day
 the price of 310 lei
 the amount of 100 ml.

The debut of La Vie Est Belle perfume will delight you with juicy essences of black currants and
sweet pears. The heart of the composition pulsates in iris tones, along with the silky jasmine and
the charming orange flowers.
The base consists of rare tonka beans, delicious pralines, exotic patchouli and vanilla gourmet.
Lancôme, addresses those who have the courage to dream of more. For a new generation of strong,
courageous and confident women.
It is the perfume of tomorrow's leaders, who aim high and open new horizons. It is the perfume of
the new idols, which prepare the way for the next generations. Your time is now, be your own idol!
4. 2 MARKETING PLAN

Product presentation
Target marketing involves three main stages: the first consists in market segmentation, respectively
in identifying and defining those categories of consumers who could request certain products and
for which it is necessary to develop marketing mixes. The second stage consists in choosing the
target market, respectively the market / markets on which the company is to enter. The third stage
consists in positioning on the market, ie in determining and formulating the most important
advantages that our products benefit from on the market.
L'oreal aims to launch a new perfume dedicated to women: Lancôme La Vie Est Belle
It is especially addressed to strong, seductive and refined women, with a unique scent.

https://youtu.be/AV-RfKtePvU

The perfume Lancôme La Vie Est Belle has the following characteristics:
- Called "perfume concentrate".
- The most concentrated product (15-30% odorous concentrate).
- The smell persists from 4-10 hours.
- Generally reserved for the evening.
-It is based on elements of fruit and flowers, sophisticated the heart of the perfume being made up
of floral essences ofblackcurrants and pearssweet. The perfume will be found in stores in variants
of 30 ml at the price of 150 lei, at 50 ml which can be purchased at the price of 190 lei and at 100
ml at the price of 310 lei. Because the product is a novelty on the market, we try to adopt a
communication as aggressive as possible, to make the product known in a short time. This strategy
Chapter V

L'oreal Paris marketing mix

Price
For the perfume Lancôme La Vie Est Belle is 310 lei. But following some promotions made
later on the purchase of several L'oreal products by the customer, he will have a discount and
will buy it for 200 lei.

placing

The products can be found in various locations such as: perfumeries, supermarkets, pharmacies,
specialty stores. On top of that, the brand has its own website where you can buy the product, it
also has contracts with other online stores where they can be purchased.

With all the necessary product information, consumers can purchase products from anywhere in
the world. The Internet has become one of the most important ways to sell and buy products.

Promotion
L'Oreal has a promotional slogan that has always defined the brand. The first slogan was: "Because
I'm worth it." It was later replaced by "Becauseyou'reWorth it" and in 2009, it was replaced by:
"Becausewe'reWorth it". Changes within the company and the design of the company can be seen
with the changes to the slogan. The change to the pronouns "new" was made to show the
involvement of the consumer in all the brand's products.
L'Oreal is truly an international company, with premium commercials. Attractive and well-known
models of international caliber are part of the product promotions.
Free products are distributed with other products or at salons to promote new products. Sometimes
there are promotional offers to increase sales and product promotion. In many cases, questionnaires
are made to observe the satisfaction of customers who have tried the products. They are then
published as part of promotions.
Product
A refillable perfume bottle, with a dynamic silhouette, sharp as will, maintained by a golden
blade, a symbol of feminine will and determination. A pure and bright crystal screen,
stretched like a dream, like imagination.
A perfume as a tribute to the incredible, inviting us to discover unseen dimensions.
Created in the future, it is the thinnest perfume bottle in the world. A new way of looking at
the world, a design that naturally merges with your hand, a surface that is waiting for you to
hold in your palm. Always rechargeable, yours forever.
Fragrance features:

Top notes
They are more volatile and, therefore, are the first we smell in a combination. They are generally
light and fresh. The intensity disappears after about 10-15 minutes.
Middle notes
They are felt after the top ones, they are the essence of the perfume, some even staying present
for a longer time.

Base notes
They are heavy and rich, having the longest persistence.

GOOD FOR A BETTER PLANET*

Ecological packaging and / or ingredients from sustainable sources
Chapter VI

Product promotion in women's magazines, through billboards

The main means of promoting the company's product is advertising in women's magazines. This
method was chosen because: magazines provide a precise segmentation of the audience,
advertising through magazines has a long life due to the fact that magazines are kept for a long
time; due to the advanced technology in the field of printing, the quality of the images in the
magazines is special; magazine readers are looking for information, they are looking for the
message, they are open to receiving the message.
The magazines were chosen: Notino, Douglas intended mainly for women. In these magazines
there will be an ad that presents the possibility offered by the client's company to create their own
perfume. The contract with the 2 magazines is one for a period of one year, with monthly payment,
and after 6 months the company will benefit from a 5% discount
The advertisement will be the same every month, because the main object of activity of the
company is the creation of perfumes by mixing the favorite essences of the client. It will contain
in the background the portrait of a woman who uses a perfume of the L'Oreal company.
Also in the announcement will be found the contact information of the company and its slogan:
"Design to follow you like Lancôme La Vie Est Belle!" to which will be added the Story of the
perfumeLa Vie Est Belle represents the option to live life according to your own rules, the freedom
to choose your own path to happiness and not to comply at all costs with society's expectations. It
hides a balanced combination of beauty and strength. Launched in 2012, it is the creation of a trio
of master French perfumers, led by Dominique Ropion. The bottle suggests a smile transposed
into crystal lines, a refinement of the original 1949 version. ''
The ad will be placed on the right page of the magazines because it is known that when a person
reads a magazine his gaze first falls on the right page.

The second form of advertising is represented by the rental of billboards, used to promote the main
activity of the company. There will be 3 of them: one on the busiest boulevards in the city, this
being a bright screen that includes several different ads, the second will be installed at the
University. The ad will be different from the one in the magazine but will have the same slogan
"Design to follow you like Lancôme La Vie Est Belle!". In order to rent the panels, a contract was
concluded with the company "InterallData", for a period of 3 months, but the ads will be displayed
for a year, as follows:
In December, January, February and March the announcement will be displayed on all 2 panels
In the other months, the announcement will be displayed only on the main boulevards and at the
University.
Promotion through advertising

 https://youtu.be/2OdrqYiQeE4
 https://youtu.be/2

 https://youtu.be/IILDbOrie6Y
 https://youtu.be/plesJ--yTj4
Merchandisingis another promotional technique used by the company in collaboration with
distributors. It includes a series of techniques used in the marketing process, which aims to present
in the best conditions the products and services offered to the market. It is noted that in the case of
Lancome or Maybelline cosmetics, the products are strategically placed to create a visual image
pleasing to the buyer; New products are usually positioned in the most accessible places to be
highlighted in the eyes of buyers. Another example is placing products from the same range on the
shelf together to support each other in the sales process, for example: shampoo and conditioner for
dry hair, cleansing lotion and tonic lotion brand Garnier. The advantage of this method is that it is
actually based on the visual factor that has a fundamental role in finalizing the purchase decision.
For example, placing the shampoo next to the related balm type can lead the buyer to the idea that
he also needs the second product, although the initial intention was to buy only the first. The
disadvantage is that the technique can be easily imitated by competitors. This technique would
cost the company 5,000 euros per month.
Another means of promotion used is radio advertising. The stations KISS FM, RADIO 21, PRO
FM were chosen for the broadcasting of the advertisement because they are the most listened radio
stations and they address all categories of people.

3 * 2 * 20 = 120 euro / week

TOTAL PRICE: 4 * 1200 + 4 * 120 = 5,280 euro / month

TOTAL ADVERTISING EXPENSES PER MONTH:

 In the month in which the company uses for promotion, in addition to advertisements in
magazines and radio advertising, and billboards:
2,100 + 1,260 + 800 + 1,000 + 7,680 + 6,480 + 5,280 = 24,600euro / month
 In the month in which the company uses advertisements in magazines, radio advertising and one
of the billboards for promotion:
2,100 + 1,260 + 500 + 7,680 + 6,480 + 5,280 = 23,300 euros / month

TOTAL ADVERTISING EXPENSES PER YEAR:

 In the 4 months that the company uses for promotion, in addition to magazine ads and radio
advertising, and billboards:
24,600 euro * 4 months = 98,400 euro / year.
 In the other months of the year in which the company uses for promotion the advertisements in
magazines, radio advertising and one of the billboards:
23,300 euros * 8 months = 186,400 euros / year
TOTAL EXPENSES WITH TELEVISION: 2,320,000 EURO / YEAR
Following the realization of this promotional campaign, its effectiveness will be measured by
conducting a marketing research. The research will consider the degree to which consumers know
and use the product launched on the market after the promotional campaign and how it has
influenced the level of understanding, opinions, preferences or purchase intentions of consumers
regarding the product. we will try to determine the ratio between marketing expenses and sales.
After the end of this campaign, the results are expected to be as follows:
- to reach a degree of notoriety of the brand of 30%;
-to attract as many customers as possible effectively
Chapter VII
EVALUATION OF THE CAMPAIGN EFFICIENCY

Following the realization of this promotional campaign, its effectiveness will be measured by
conducting a marketing research.
The research will consider the degree to which consumers know and use the product launched on
the market after the promotional campaign and how it has influenced the level of understanding,
opinions, preferences or purchase intentions of consumers regarding the product.
At the same time, an attempt will be made to determine the ratio between marketing and sales
expenses.
The use of hunting promotion techniques has the effect of:
- stimulating the demand and purchase of products by consumers;
- increase sales for the product or brand that benefits from the promotion;
- influencing consumer behavior in the sense of creating a favorable attitude towards the brand or
organization;
- contributes to increasing consumer satisfaction;
- determines the loyalty of consumers towards a product, a brand or organization;
- generates an intangible benefit to the product / brand, namely, notoriety;
- gives the product, for a limited period of time, additional value, the advantages of which may be
linked to the product (eg marketing of the promoted product together with another object), price
(eg price reductions), distribution (eg , a better presentation of the products within the districts);
- improving logistics in commercial spaces by creating traffic at points of sale. In order for sales
promotion to really be an effective communication tool, able to create a "bridge" between the
organization and its public, but also to lead to increased sales, it is necessary to follow some basic
rules when implementing specific techniques. sales promotion

After the end of this campaign, the results are expected to be as follows:
 to reach a degree of brand awareness of 30%;
 to attract as many effective customers as possible
 informing the public about the appearance of the product
 company advertising
 reaching a quota of at least 10% after the first 4 months from the launch of the new product
 achieving the leading position on the local market
 Bibliography

 1. https://ro.kompass.com/c/l-oreal-romania-srl/ro020522/
 2. http://www.coduri-caen.com/
 3. https://www.risco.ro/verifica-firma/l-oreal-romania-cui-9638038
 4. https://www.loreal.ro/grup/cine-suntem-noi/despre-l'or%C3%A9al-romania