Aprajita S 95

Asheesh S 98

Jinesh P 114

Niharika B 123

Miloni D 109

Nishtha R 124

Ritwika D 133

Ronak S 134

Sonia N 163

Summana T 150

Tanveer R 153

Introduction to media planning Assignment - 2

Group 6

Major tasks and sub tasks in the consumer journey/experience.

Seek Involve Act Share

ONLINE VALUE PROPOSITION This is about adding value that the customer cannot get anywhere else. Communicating the USP of the brand to the customer stating

“Because you’re worth it”.

BUILDING TRUST Often the customers can’t trust a brand or its products that easily and

hence it takes time to build trust which could exist on a long term basis.

WOM Using Word of Mouth to get first time users to buy and use the

product.

Seek

CEATING TOUCH AND FEEL Customers should be given detailed product descriptions and interactive imagery displaying the product from various angles. These factors help to minimize the risk and involve customer to a greater extent

KEY DEFINING MOMENT Important aspects like availability of the product, product offerings, continual optimization should be made the priority keeping in mind the risk of a change in customer behavior that can happen anytime and how men and women can encourage each other to use L’oreal products

ASK AND ANSWER YOUR CUSTOMERS Creates transparency and makes consumer feel personally involved.

Involve

To enrich the shopping experience, L'oreal Paris has set up interactive kiosks.

The kiosk offers consumers an enjoyable and interactive way to discover new products.

Find a way to help consumers reduce the scope of their search, and in the process, make retail stores more intuitive.

L'oreal Paris's Makeup Genius- which is a virtual makeup experience which is very useful both in terms of cost saving and time saving for the customer.

Pull a customer to the store by using digital platform which can promote the products and help them with the product related information.

Travel Retail Channel caters to the free travelling time, attracts varied consumers with varied purchasing powers and product preferences.

Act

Platform for the customers to provide feedback on the product range, delivery and service of the website. The Customer Review block

under each product listing.

Visibility on Face book and Twitter, for customers to interact, provide feedback and make recommendations to their peers.

Sharing a coupon code or a discount for those customers who are wiling to participate in the post-purchase feedback. This step will help integrate the Act and Share stage in the customer journey.

Online mobile app (Color app and make up app) to provide a virtual experience can be shared by customers to share their opinions with

others.

Share

Media Mix

Awareness About availability, price and utility How? Newspaper Ads TV commercials You Tube commercials Banner Ads on Social Media Create The brand’s aspirational value for the Customers. How? Ads in Magazines that have aspirational appeal in the market like Stardust and Filmfare and Femina. Create commercials that portray stories of aspirations and their fulfillment. Expose Them to the product information and the services offered. Kiosks setup in malls and hyper city stores to educate the customers about the product

Seek

CREATE Connect with the brand

How? Through YouTube commercials that revolve around the tagline-”Because You are Worth

it”. All ads would focus on these women and not on the product, thus making them feel important

Social Media activations that engages the customer through storytelling and grabs the attention for a longer period of time.

GENERATE Brand Recall Value and increase loyalty for the brand

How? Through Kiosks and in-store advertising in Salons we can create a brand recall value.

RESPONSE Customer Engagement in order to acknowledge their opinion about the product

How? Consumer feedbacks at regular intervals

Acknowledge their responses over content shared on social media by the brand

Involve

GENERATE

Conversation currency about the brand through content

How?

Share stories that celebrate womanhood and weave it around the tagline for L'Oreal Paris Feedback Tabs to monitor customer response

Share

INFLUENCE BEHAVIOUR Build on the aspirational value of the product

HOW? Through aspirational story telling in TV/ YouTube commercials

Blogs that build brand stories. Share high quality content through providing product information and utility.

MOBILE MARKETING Create a beauty tips app that updates the customers on beauty

by using the products

Act Act

Media Strategies and Priorities

Setting Media Weights by ER and EFDetermination of Frequency Levels

*Weight-age based on data used from different sources

Strategic Media Priorities

★ Competition

★ Communication

★ Category Penetration

★ Category Growth

★ Brand Loyalty/Differentiation

★ Brand Awareness

★Marketing Objectives

Priority 2: Frequency

Priority 3: SOV

Priority 1: Reach

Priority 4: Continuity

Priorities

Strategic Approach

Thrust'strategy'•  To#launch#a#product#•  Likely#not#a#market#leader#•  High#compe66on#

Scheduling Patterns ★ Since the brand is established with high competition and

comparatively low market share, Frequency advertising is ideal.

★ As per the table, Strike Rate is low to medium for our obtained weighted score of 38 and hence effective frequency is 2+/3+

★ Reach and Frequency Objective is 45 @ 3+

★ Since the marketing objective is to grow market share, media priority is REACH and FREQUENCY followed by SOV and CONTINUITY.

PULSING

★Works on a week on/week off approach with heavy presence when on air. ★Used to elongate “period of activity” but maintain competitive presence. ★Mix of ‘continuity’ and ‘bursting’ ★Most suitable for products that are bought throughout the year.

Amplification of the idea to build relationships with the consumers.

Communication Idea

PROPOSED NEW CAMPAIGN

“women of worth” To pay tribute to working women who maintain a fine balance between personal and professional life

MESSAGES TO BE PUT ACROSS

All communication messages will have an emotional and respectful tone which salutes the symbiotic relationships of working women and the support lent to them by their husbands

Ads and events will highlight the integrity and courage of today’s women who handle their home and work with equal panache

Amplification

★ Tv ads with different scenarios focusing on how a women handles her work and household with

ease.

★ TVC respecting women of grit.

★ All ads would focus on these women and not on the product,thus making them feel precious.

★Use two hashtags #BeacuseYouAreWorthIt and #TakeCare on twitter and instagram.

★ Start a campaign asking people to post pictures and videos of themselves or other women

who are doing anything notable.

★Organize a one time award show paying tribute to women from different walks of life who have

done anything noteworthy.

★ Run special romantic themed ads on tv,print and radio during Valentine’s day.

★ Focus on brand product integration and keep explicit display of the product to the minimal.

★ Sponsor a season of cooking with Tarla Dalal.

Thank you