1. The Hashemite University
Dept. of Business Administration
BSc (Full-Time) Consumer Behavior
Group members:
Group Name: seven 1) Yousef Ziadat
Tutor: Dr. A. Alomari
2) Mohammad Faraj
Group leader: yousef Ayman Zyadat
3) Saddam Abu-Eshe
4) Faissal Al-Hawamde
5) Thaer Sakakini
6) Osama Howari
3. INTRODUCTION
Who is L'Oreal ??
What is L’Oreal’s marketing strategy ??
Why this project ???
4. Q1: develop a mental picture of which that consumer is;
decide on L'OREAL's target customers and describe its
customer profile.
Females
at age 15+ 1) Females at age 18+
Females 2) Professional product.
at age 15+
1) Females at
age 55+
2) Professional
product.
5. Q2: give your reasons of how Cheryl Cole influences the
way women consume.
Cheryl Cole's warmth,
great personality, and
personal style got the
attention of the people
all over the UK.
And women now want
to be like her; that’s
why they follow her
lead.
6. Q3: outline and explain the parts of the perceptual
process that would allow a woman to recognize a Cheryl
Cole advertisement.
Parts of the perceptual
process are:
1) EXPOSER
2) ATTENTION
3) INTERPRETATION
7. Q4: what motivates the women to buy L'OREAL's
products?
“When value exceeds the cost, women will buy,” Delia Passi
(Leader in building brand loyalty among women)
And according to this saying we have to say that’s exactly what
L’Oreal offers to their consumers, Quality and credibility.
8. Q5: how involvement is a critical component of L’Oreal’s
consumers.
professional (HI/R)
And consumer, at first (LI/E), and later
it moved into (LI/R)
1) Cheryl Cole limited edition (lipstick)
2) True match (foundation)
3) Super liner (eye liner)
4) False Lash Telescopic Mascara
5) Casting (crème gloss)
6) Elnette (hair spray)
7) Glam Shine Reflexion (lip gloss) …
(LI/E)
8) Elvive (hair conditioner) … at first it’s
between (HI/R) and (LI/R); but then it
get into (LI/R)
9. Q6: what kinds of stores will that consumer go to?
Pharmacies Big supermarkets Specialized
cosmetics stores
Cheryl Cole limited edition (lipstick) Yes
True match (foundation) Yes
Super liner (eye liner) Yes
False Lash Telescopic Mascara Yes
Casting (crème gloss) Yes Yes
Elnette (hair spray) Yes
Glam Shine Reflexion (lip gloss) Yes Yes
Elvive (hair conditioner) Yes Yes Yes
This table is talking about normal consumers, but hair
dressers buy their products from outdoor distributors.
11. Q8: what specific feature will L’Oreal consumers look for
in their products?
Cheryl Cole True match Super liner (eye Glam Shine
limited edition ( (foundation) liner) Reflexion (lip
lipstick) gloss)
Glossy color Natural look Glossy color Glossy lips
Flavor Hide the brown Easy to remove Flavor
spots
Water proof Soft lips
Last longer on the
Natural color
face
Elvive False Lash Casting Elnette
Telescopic
(hair conditioner) (crème gloss) (hair spray)
Mascara
Moisture hair Water proof Moisture hair Long lasting
Hair Thick eyelashes Natural color Keep the hair look
entanglement, and
Long lasting color
easy to style hair
Glossy hair
Strong hair
Hair softness
Shine
Cover the grey
hair
12. Q9: what does L'OREAL mean to the consumers?
•L’Oreal’s marketing strategy.
•The Market leader.
•No cosmetics experienced over animals.
•L’Oreal’s position, the brand in the mind of the
consumers became “the credible, Trustworthy, ethical,
high quality, stars choice, and price worthy” cosmetics
brand.
13. Q10: how would discussions on Cheryl Cole social network
pages influences women's decision making?
14. Recommendations
•L’Oreal products in general are perceived as
(trustworthy, high quality, but also expensive) brand.
•campaign and spread booths for L’Oreal in malls,
saloons, and even universities.
•free trials and free samples
•5% and 95%
•Facebook ads
•Conests .. Numbers , and results on Facebook
