Report Title: Digital Marketing Strategy for L’Oréal cosmetics

Name: Tejaswini Mahendra

Date: / / 2021

1
 Statement of compliance with academic ethics and the avoidance of plagiarism

I honestly declare that this essay is entirely my own work and none of its part has been copied from
printed or electronic sources, translated from foreign sources and reproduced from essays of other
researchers or students. Wherever I have been based on ideas or other people texts I clearly declare it
through the good use of references following academic ethics.

(In the case that is proved that part of the essay does not constitute an original work, but a copy of an
already published essay or from another source, the student will be expelled permanently from the
postgraduate program).

Name and Surname (Capital letters):

TEJASWINI MAHENDRA

.......................................................................................................................................

Date: ........................./........../.........
 TABLE OF CONTENTS

Executive Summary

Introduction

1. Brand/Company Analysis

2. Consumer Profile

3. Marketing Goals

4. Marketing strategy

5. Conclusion

Bibliography

Appendix
Executive Summary

Executive summary [We recommend that you draft it at the very end when the entire plan is ready,
it is the synopsis reflecting marketing objectives and strategies implementation issues and
positioning.

REMEMBER THE EXECUTIVE SUMMARY FOLLOWS THE COVER PAGE]

• Your executive summary should be no more than a page

• It should summarise all of the other sections of your report
• It should be the last thing you write even though it's usually the first thing read by others
• Its concise length and summary format will enable the reader to quickly understand the
outcome of your report
INTRODUCTION

• Purpose of the report and why the report was written

• Sources of information you have used for your report
• Limitations of your research
• How you conducted your research (primary and secondary)
CHAPTER 1 (the number of Chapters could be more or less depending on the
content)

1. Brand/company Analysis
1.1. Vision – Mission
1.2 Overview of Business – what are they offering – products/services
1.3 Business model of company/brand incl Business model canvas
1.4 Value Proposition (It's the primary reason a prospect should buy from you. It's also the #1
thing that determines whether people will bother reading more about your product or hit the
back button)
1.5 SWOT analysis

A. Strength 1: _ _

Strength 2: _ _

[…repeat as many as relevant. What is important here, is to demonstrate how the strengths enable the
organization to meet customer needs and how it differentiates from competition. ]

B. Weakness 1:

Weakness 2:

[…repeat any many as relevant. What is important here, is to indicate how the weaknesses
negatively differentiate the organization form competition and how they prevent the organization
from meeting customer needs.]

C. Opportunity 1:

Opportunity 2: _

[These are non strategic options, but rather external situations independent of the organization.
We should present these in a specific time horizon and in terms of how they relate in servicing
customer needs.]
D. Threat 1:

Threat 2:

[These are non strategic options but rather external situation independent of the organization. We
should present these in a specific time horizon and in terms of how they relate in servicing customer
needs]

Competitive Advantages

[ This indicates how the firm matches its strengths to the opportunities to create capabilities
(competencies) in servicing its markets. You need to indicate here how these capabilities are grounded in
the principles of excellence in Operations and Marketing and how visible or apparent these capabilities
are to our target markets. Also, this indicates how the weaknesses are converted in to strengths in terms
of the threats. For example how can you minimize your strengths? We also need to see how these
weaknesses become apparent to the target markets and all stakeholders of the Firm.]

CHAPTER 2
 2. Consumer Profile - Target Consumer
2. 1 Buying Attitude e.g.Rational, Emotional, Patronage
2.3 Demographic Changes
2.4 Spending Power/Priorities
2.5 Consumer Tribes - with Psychographic Profile (Innovators, Early Adopters etc.) and Buying
Attitude e.g.Rational, Emotional, Patronage

This profile includes descriptions of all major, including their service needs (6 markets model),
Defining What is your current customer base (in terms of age, sex, income, and geographic
location)?
What habits do your customers and potential customers share? Where do they shop, what do they
read, watch, listen to?
What prospective customers are you currently not reaching? How can you reach them?
What qualities do your customers value most about your product or service? Do they value selection,
convenience, service, reliability, availability, or affordability?
What qualities about your product or service do you need to improve? How can they be adjusted to
serve your customers better?
 CHAPTER 3

3. Marketing Goals and Objectives [definitely consistent with the company mission]
3.1 SMART goals

A. Marketing Goal A: _ [broad non-numerical, and motivational ]

 Objective A1: _ [measurable outcome with time frame of completion ]

 Objective A2: _ [measurable outcome with time frame of completion ]

 Etc

B. Marketing Goal B: [broad non-numerical, and motivational]

 Objective B1: _ _ [measurable outcome with time frame of completion ]

 Objective B2: _ _ [measurable outcome with time frame of completion ]

 Etc

Etc…..[ apply as many as relevant. ]

 Chapter 4

4.Marketing Strategy
This section of the report can be visually produced include bullet points and explanatory text to navigate
the reader through your proposal. Outline the campaigns to be delivered across the different channels
over the next 2 years. Look at maximum of 3 different digital platforms not including email.

4.1 Select suitable promotional tools to assist with your marketing plan to raise the
business
profile in international market and secure new business (b2b and B2C)
4.2 Content Marketing – consider the relevance of your curated content to broadcast through
your digital marketing
4.3 Digital Marketing – demonstrate and visualise your digital media campaign choice
and / or mobile marketing
4.4 Direct Marketing – consider CRM (Customer Relationship Management) strategies
using the correct tone of voice for your brand, write-up and visualise an email to
consumers and / or leaflets / SMS / on-line chat through owned media (e.g. own
website)
4.5 Affiliate Marketing – Blogger outreach and / or websites
Collaborations
4.6 PR activities – launch event and / or celebrity
influencers/tradeshows
Chapter 5

5 Conclusion

Your conclusion should include the main findings of chapters 2 – 4, and discuss your marketing
campaign section 5, bringing your report to a logical end.
 BIBLIOGRAPHY

Harvard Bibliography

List of Illustrations
 APPENDIX (if necessary)

Appendices - optional to provide additional information to support your report

- Additional information to support your report such as articles and academic writing. Please include the results
of your primary research i.e. evidence of survey and/or focus group.

Tips for a Successful Report

• Report to be a maximum of 3000 words

• Presentation is very important. Your report must be submitted via Canvas and you can use
digital media as required.
• Use bullet points where appropriate and avoid large chunks of unbroken text.
• Concise editing and writing style - the ability to get a message across clearly and succinctly is
a key skill required in marketing.
• Illustrate using relevant photographs, product images, charts and graphics and
infographics, making your report as visual as possible.
• Always write in the third person singular, avoiding the use of first person I.

NO NON SUBMISSIONS and NO extensions PLEASE