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The Beautiful Giant

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Introduction
Over the past decade numerous beauty brands have attempted to break boundaries of the
industry through trendy designs, target marketing, and desirable ingredients. Some brands
peaked once and have yet to return to high sales, other brands had no success at all. With trends
constantly changing consumers try new products for specific needs, but at the end of the day
remain brand loyalists to established household companies such as L’Oreal. L’Oreal is the
beauty company that has sustained through trends and fads in the beauty industry all while
maintaining a healthy consumer following. The marketing team of L’Oreal developed a
marketing plan to segment each of the 46 brands under the company’s name by dividing the
brands based on target demographics.
Background
L’Oreal’s brands are divided into 4 categories: L’Oreal Luxe, consumer product
divisions, professional division products, and active cosmetics division (Hammett). Each
category is meant to target a specific market demographic as well as certain geographic,
psychographic, and behavioral groups. Demographics are necessary to include while creating a
marketing plan as it is crucial for companies to market to individuals that have an interest or are
in need of the product. It is important for L’Oreal to study the following demographics: age,
income, location, and gender.
Age is an important demographic to consider because interests as well as needs change
while growing older. For example, a 12 year old female will be focusing on searching for a
product to keep the skin free of acne rather than a woman in her later years searching for a
wrinkle cream.

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1 The Beautiful Giant 2 Introduction Over the past decade numerous beauty brands have attempted to break boundaries of the industry through trendy designs, target marketing, and desirable ingredients. Some brands peaked once and have yet to return to high sales, other brands had no success at all. With trends constantly changing consumers try new products for specific needs, but at the end of the day remain brand loyalists to established household companies such as L’Oreal. L’Oreal is the beauty company that has sustained through trends and fads in the beauty industry all while maintaining a healthy consumer following. The marketing team of L’Oreal developed a marketing plan to segment each of the 46 brands under the company’s name by dividing the brands based on target demographics. Background L’Oreal’s brands are divided into 4 categories: L’Oreal Luxe, consumer product divisions, professional division products, and active cosmetics division (Hammett). Each category is meant to target a specific market demographic as well as certain geographic, psychographic, and behavioral groups. Demographics are necessary to include while creating a marketing plan as it is crucial for companies to market to individuals that have an interest or are in need of the product. It is important for L’Oreal to study the following demographics: age, income, location, and gender. Age is an important demographic to consider because interests as well as needs change while growing o ...
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