Lancome Communication Strategy

LANCôME MARKETING PRESENTATION First,Lacôme is a brand of cosmetic. It was created in 1935 by Armand Petitjean. The brand wants to give the best to women. The name chosen for its French tone and the symbol of the brand is an old rose. We notice that the circonflex accent indicates the origin of the brand. Since 1964, Lancôme is a brand of the group « l’Oréal » and is the leader on the beauty market. Many famous ambassadress work for Lancôme such as Juliette Binoche, Kate

1.1. Le Marché de l’hôtellerie 4 1.2. L’Hôtel de Crillon 4 1.3. La concurrence 5 1.4. La clientèle 6 1.5. La communication antérieure 7 1.6. Diagnostic général 8 1.7. Problème à résoudre 9 2. Stratégie de communication 9 2.1. Objectifs marketing 9 2.2. Objectifs de communication 9 2.3. Cible marketing 9 2.4. Cible de communication 9 2.5. Positionnement 9 2.6. Copy strategy 10 3. La stratégie des moyens 10 3.1. Médias 10 3.2. Hors-médias 10 3.3. Budget 10 3.4. Rétro-planning 10 Conclusion

PUBLICITE * Pour découvrir les métiers de la publicité j’ai parcouru de nombreux sites internet : à commencer par l’Etudiant. Grâce à ce site, j’ai pu me rendre compte que j’étais particulièrement attirée par les domaines de la création, de la communication et de la publicité. En parcourant les différents métiers composant ce secteur, celui de concepteur-rédacteur a tout de suite retenu mon attention. J’ai par la suite parcouru d’autres sites pour obtenir des informations supplémentaires sur le métier

luxury company, and it implies a quite long period of life to be highly considered by consumers. Moreover, the level of investment to launch a luxury company, whether in the fragrance field or not, implies large amounts of money, in terms of communication for example. So there is a financial barrier. However, we could not say that there is no threat of new entrants, because some companies in the fashion industry manage to penetrate the market and to be well considered by customers. For instance

to charm or seduce, and teenagers who discover cosmetics and start to take an interest in having a good appearance. Sephora carries a variety of brand names such as Chanel, Clinique, Estée Lauder, Elizabeth Arden, Christian Dior, Biotherm, Lancôme, Benefit, Urban Decay, Stila, Guerlain, Yves Saint Laurent, Clinique and Clarins. There are also generic brands such as Maybelline, Bourjois, Rimmel and L’Oreal. Sephora carries over 250 brands from skin care, make-up, fragrance, bath, hair products

brands, (e.g. Tiffany and Co, Lancôme and Coach) have started to have more sophisticated digital platforms but they're relatively few and far between. Most of the luxury marketing in China is very centrally controlled, and that means that very few brands have a local marketing team. Concerning the other communication channels (above and below the line), some interesting evolutions have been noted. Traditional media, mainly print and TV, remain essential communication tools in reaching out to consumers

day after day. Communication : One communication asphyxiating for her competitors Today Loreal is known by all for the efficient of her communication. The brand of image is an advantage competitor, the group are developing one communication strategic very important. The best communication of the group is the slogan of Loreal Paris “ Parce que je le vaux bien” “Because I worst it”. Often criticize by all, Loreal and this slogan is known by all. The communication of one group like Loreal

2 – La copy-strategy 3 – La star-strategy C) Les méthodes psychologiques 1 – Le recours aux personnalités 2 – Les tendances créatives actuelles 3 – Stimuler les clients D) La méthode subliminale E) La publicité directe 1 – Les supports ► Le mailing ► Le prospectus ou Imprimé sans adresse (ISA) ► Le téléphone ► Internet F) La publicité par l'événement Conclusion Bibliographie Les méthodes de persuasion utilisées dans la communication marketing pour

INTERNAL ANALYSIS 1. 2. 3. 4. STRATEGY AND MARKETING MIX PRODUCTION ORGANIZATION FINANCE 4 6 6 7 8 9 EXTERNAL ANALYSIS PHASE 1 5. 6. 7. 8. 9. ECONOMIC ASPECTS POLITICAL ASPECTS DEMOGRAPHIC ASPECTS SOCIO CULTURAL ASPECTS IN RELATION WITH BEAUTY MARKET GEOGRAPHIC ASPECTS AND DISTRIBUTION STRUCTURE 11 11 15 17 19 20 EXTERNAL ANALYSIS PHASE 2 10- POTENTIAL BUYERS ANALYSIS 11. COMPETITIVE ANALYSIS 12. PRODUCT 13. PRICE 14. DISTRIBUTION 15. COMMUNICATION 16. OTHERS ASPECTS 21 21 22

assurer de délivrer une valeur supérieure pour le client : Produit : Elaborer le produit ou le service qui apportera de la valeur au client qui sera supérieure à celle des produits déjà sur le marché + essayer de fabriquer des marques puissantes (Lancôme pour L’Oréal) Exemple : 1 moniteur pour 4 stagiaires, le temps de cours, les diplômes des entraineurs, repas de stage, filmage du match  ajoute de la valeur au service. Prix : créer une valeur réelle  signe de qualité (prix élevé  valorisation