3 Directions for perfection of marketing activity of l'Oréal in Russia

3.1 The objectives of the company l'Oreal on the Russian market

L'Oreal aims to occupy levels above the average market, positioning itself as a brand "Premium". This is a deliberate choice of the company, as it has to show buyers that they get quality and modern product that a priori can not be cheap. This strategy dictates the rules by which the distribution occurs Item. Shifting from traditional to modern distribution in the West fundamentally changed the structure of the market. Here FMCG market is divided between 5-6 major retail chains (80%) and the company's mission - to establish partnerships with them.

For over a hundred years, the group L'Oréal is committed to one cause: the service of beauty. This area of ​​activity is rich in meaning - it allows each of us to express ourselves in all its diversity, raise self-esteem and open to others.

L'Oréal mission is to provide men and women from around the world access to the best and innovative cosmetics in terms of quality, efficiency and safety. The company goes to meet his goal - it takes into account the needs in the field of beauty from different countries of the world in all their diversity.

Since its inception, the chemist L'Oréal Group is constantly expanding the boundaries of knowledge. Unique level of research in the company allows you to continuously explore new areas and new products to invent the future, inspired by the beauty rituals from different countries of the world.

Provide access to cosmetic products that would enhance consumer welfare. Use all the power of innovation to preserve the beauty of our planet and support local communities. These problems are a source of inspiration and creative activity group L'Oréal.

In the Russian market is not yet in its infancy, and trading networks occupy no more than 10%. However, now L'Oreal sees them as potentially strong players, so leads them active. For the improvement of the marketing activities of the company L'Oréal is necessary to use unconventional methods to promote products.

L'ORÉAL in Russia today is:

- 23 international brands

- 4 business units

- Over 1000 employees

- A young dynamic team

- Cooperation with leading universities in Russia

- Occupies a leading position in the market of hair coloring, facials, makeup

- A socially responsible company that supports projects in the fields of science, education and solidarity

- Cooperation with the leading makeup artists, stylists, dermatologists Russia and the world

3.2 Methods of products promotion in l'Oreal:

Here is an example of guerrilla marketing, which uses the company L'Oreal:

Solmaforo - a device that measures in real time the intensity of the UV light. The task of the campaign - increasing awareness of the dangers of skin cancer, which can be obtained, if not using tanning creams, lotions as well as promotion of L'Oreal - the distribution of probes. I was raised this way most semaphore and near heard samplers (photos presented in Appendix 4).

The campaign, developed by Grupo Ferrer Comunicación, Mexico, has been successful - increased sales of sunscreen L'Oreal, moreover, during the campaign, many have heard about how to properly sunbathing.

In its advertising brand marketing strategy «L'Oreal» uses such methods of advertising:

1. "Affirmative statements"

Method is to use statements that are presented as fact, it being understood that these statements are self-evident and do not require proof.

For example: Ink «L'Oreal» - a look that kills.

«Vichy» - health through healthy skin.

2. "Using the slogans"

One of the widely used techniques in advertising is the use of a variety of slogans, mottos and slogans. This allows you to "concentrate" the main features, the name and / or image of the advertised product in one sentence, which is embedded in the consciousness of the consumer. Another feature of this method is that when using the slogan is remembered not only and not so much a specific product features as its idealized and positive image.

The famous phrase "Because I deserve it" is used in advertising «L'Oréal» for over forty years. It first appeared in 1967. Authorship of the advertising agency «McCannErickson».

«Garnier»: your skin - a jewel. Care of it - piece of work.

«Garnier» - take care of yourself.

«MaybellineNewYork»: All in awe of you, and you from «Maybelline».

«Vichy» - for skin health, health for life.

3. "Using authorities (interest groups)"

In the case of "Using the authorities (interest groups)," this source appears as a separate reputable and well known to the audience individuals or groups. As such "influence groups" are the famous actors, artists, TV presenters, etc. This leads to a better perception of advertising, which to a certain extent "tolerated" a positive image of the source of advertising statements, and statements themselves are endowed with great confidence.

For example: On the TV screen with a beautiful French (or psevdofrantsuzskim) accent phrase "Because I deserve it," pronounced actress: Catherine Deneuve, Jennifer Aniston, Milla Jovovich, Andie MacDowell, Beyonce Knowles, Gong Li; Models: Kate Moss, Claudia Schiffer. The male line of «L'Oréal» touted pilot "Formula 1" Michael Schumacher and footballer David Ginola with the phrase: "Men also deserve it."

All are equal before the «L'Oréal». Their beauty - this is the beauty «L'Oréal», which can be represented as a single person, and an infinite number of individuals.

4. "Emphasis on simplicity and speed of obtaining effect"

In case the proposed procedure for using this or that product is too complex, or the expected effect after a long period of time, consumers tend to make another selection. That is why advertising is a special emphasis on ease of use and speed of obtaining the effect.

For example: in advertising cosmetic product "Volume Express Maybelline» to describe the effect of obtaining simplicity we use the following statement: "One of the exciting gesture" Maybelline "», «The volume at full capacity with a gesture", "Moment and your eyelashes are triumphant."

In advertising «GarnierFructis»: Tired of waiting, when the mask work? GarnierFructis creates the first flash-melt mask. 1 second it penetrates the hair and restores them. Your hair will be like new! New instantaneous melting mask GarnierFructis.

5. "Psevdobyasnenie"

Despite the relatively high level of exposure to advertising, consumer psychologically inclined, treats her with some degree of confidence. In response to the "talking up" the quality or effectiveness of the advertised product at the consumer subconsciously question arises: why and by what items possess these qualities? If advertising in one form or another gives an answer to this question, then the consumer is inclined to refer to this ad with a little more confidence and consider your choices more "reasonable" because "knows the explanation."

For example: in commercials foundation "perfect tone" from «MaybellineNewYork» explained whereby the face looks natural. Vitamin E to moisturize all day - naturalness has never been so perfect.

New powder AlliancePerfect Minerals from «L'Oréal» - beneficial effects of natural minerals without fragrances and preservatives. Even for sensitive skin.

Complexion smooth, radiant. Never before makeup is not applied to the skin so carefully.