la roche posay media plan
Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (1.02 MB, 19 trang )
<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">
MKT304 - SPRING 2022Nguyen Phuong Tu
LA ROCHE POSAY
MEDIA PLAN
Lecturer: Ms. Doan Thi Thanh Huong
</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">I. INTRODUCTION
2. THE SITUATION ANALYSIS
3. THE MARKETING STRATEGY PLAN
4. CREATIVE STRATEGY PLAN
T A B L E O F C O N T E N T S
</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">A . A B S T R A C T
VNĐ86 trillion
300,000 to 500,000 VND
55%.
</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">L'Oreal
B . T H E M E D I A P L A NINTRODUCTION
1.
</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">L'ORÉAL LUXE
L'ORÉAL Consumer Products
L'ORÉAL Active Cosmetics
L'ORÉAL Professional Products
L’Oréal Active Cosmetics,
1.2. Products
</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">2 . T H E S I T U A T I O NA N A L Y S I S
Too many sub-divisions
Profit margins are lower
a. Strengths
b. Weaknesses
Market potential
Demand for organic cosmetics –
Dynamic nature of the cosmetics industry–
Cash crunch
Opportunities
d. Threats
2.1. Micro - Environment
</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7"><small>0255075Buy a product after seeing it on TikTok(39%) </small>
Factors affecting the purchase decision of gen Z
Figure 2.2.1: Consumer behavior of gen Z (Statista, 2020)
ABOUT GEN Z
Care aboutprivacy
Prefer onlineshopping
Value diversityand equality
Gen Z - the generation of conscious consumers
</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8"><small>0255075100Youtube (92%) </small>
<small> Facebook (91.7%) Instagram (53.5%) </small>
<small>Tiktok (47.6%) </small>
B . C H A R A C T E R I S T I C S O FM E D I A C L A S S E S I N V I E T N A M
Internet users in Vietnam:
- There were 68.72 million internet users in Vietnamin January 2021.
- The number of internet users in Vietnam increasedby 551 thousand (+0.8%) between 2020 and 2021.
Datareportal, 2021)
Most-used Social Media platforms:
Figure 2.2.2: Most-used Social Media platformsin Viet Nam ( Globalwebindex, 2020)
</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">Repositioning thecustomer awareness
Increase brand awareness
3 . T H E M A R K E T I N GS T R A T E G Y P L A N
3.1. OBJECTIVES
</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">a. Emphasize eye-catching, visualimagery on advertising: Video and stylized visual contentshould be a top priority forcatching the eyes of youngercustomers. In the wake of so manynew apps, social features andcreative filters, anything that’sconsidered static or <boring= won’tstand a chance with Gen Z. (Kim,K. 2021)
b. Advertising with interactivetools:
Interactive content is also helpfulin encouraging customers to makepurchasing decisions. Thecombination of interactivity andpersonalization is key whenspeaking to younger shoppers whowant to support brands that valuethem as individuals. (Kim, K. 2021)c. Let consumers tell their stories: Gen Z is not the tech generation,they're the content generation. In ananosecond, they distinguish ads,sponsored content and otherjargon from entertainment, whilston endless pursuits for virality. So,put your brand in their hands andcreate unique TikTok, Facebookand Instagrammable
opportunities. (Council, F.C. (n.d.))
d. Take advantage of Buzz marketing: People today use social networks a lotand the emergence of groups has a lot ofimpact on buying behavior. Creatingpositive buzz about the product will bringeffective communication to the brand.e. Choosing influencers withdemographic and social compatibility:KOLs are mainly used on the newplatform Tiktok, encouraging cooperationwith young people who have a certaininfluence on the community such as LeThuy, Chau Bui, Quynh Anh Shyn...
3.2. MEDIA STRATEGY
</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">L'Oreal - La Roche Posay
HOW THESE MEDIA CLASSES FIT INTO THE STRATEGY
Figure 3.3.1. How chosen media classes fit into theaforementioned strategy
</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">3.4 - 3.5 SELECTING MEDIA WITHIN CLASSESAND MEDIA USE DECISION
"Nhìn sâu, hiểu thấu.
how to start caring of sensitive skin.
Tiktok:
</div><span class="text_page_counter">Trang 14</span><div class="page_container" data-page="14">3.4 - 3.5 SELECTING MEDIA WITHIN CLASSESAND MEDIA USE DECISION
"Skincare WithChou"
Trinh Pham
Support media
Online newspaper
E-commerce platformPlatforms for ads:-
</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">4 . C R E A T I V ES T R A T E G Y P L A N
3 MONTHS MAY - JUNE - JULY
MAY JUNE JULY
SOCIAL PLATFORMS
ONLINE NEWSPAPERE-COMMERCE
PLATFORMSSUPPORT
4.1. S C H E D ULE
Figure 4.1.1. Creative plan schedule for 3 months in Summer 2022
</div><span class="text_page_counter">Trang 16</span><div class="page_container" data-page="16">FAILED GOOD EXCELLENCE
- Failed to reach 60%positive responserate.
- Negative responserate exceeds 15%.
Positive responserate ranges from
60 - 80%.
Positive responserate ranges from
80- 100%.
SOCIAL PLATFORMS
Failed to reach 40%interact on socialplatforms
Interact rate from40 - 70%
Interact rate from 70 - 100%
ONLINE NEWSPAPE
Views of onlinearticles are lowerthan the site’saverage post views.
Views of onlinearticles equals thesite’s average post
Views of onlinearticles are higherthan the site’s average
post views.
E-Sales statistics for theplatforms remain or
Sales statistics forthe platformsincrease by 0-10%.
Sales statistics for theplatforms increase by
above 10%.
Sales statisticsreach below 2
billion VND.
Sales statisticsreach from 2-5 billion VND.
Sales statisticsreach above 5billion VND.
