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Look At The Way Of L'OREAL'S Business Promotion

2010/6/10 16:24:00 48

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L'OREAL's "marketing" activities for campus and students mainly consist of three global regular activities and activities designed by local branches according to local conditions. They are not purely product level marketing activities.

Three

global

Activities are highly interactive.

For example, the creation of the L'OREAL global online business strategy competition, which began in 2001, is the only commercial competition in the world for the global university students. It is also the largest online business strategy competition in the world, attracting every year, including Harvard, Walton, Northwestern University, France INSEAD Institute and other top business school students.

The design of the competition is very interesting: the competition simulates the current situation of the international cosmetic market under the new economic environment by software. By combining the main elements of the commercial competition, each participating group acts as the CEO of the company, runs a virtual cosmetic company on the Internet, competes with the virtual company on the Internet, and finally takes the place of the company's stock price.

The "L'OREAL campus market planning competition", which is also a global activity, provides students with the opportunity to operate a L'OREAL brand as an international brand manager and design a brand new marketing strategy, including product mix, packaging and communication strategies.

The "L'OREAL Industrial Design Competition", founded in China, is based on the purpose of "making industry interesting." for example, the theme of the 2005 competition is to design an annual production capacity of hundreds of millions of cosmetics factories, and allow participants to accept all possible challenges to accomplish this task, including plant layout, process and safety, cost control, quality inspection and packaging, hygiene and environmental protection.

These challenges not only require the participants to have solid professional knowledge, creativity and entrepreneurial spirit, but also have special inspiration for the beauty of the cosmetics industry, an indispensable team communication and cooperation spirit, and a long-term understanding of the sustainable development of the whole society.

These three

Match

Although the target students have different focuses, they provide a platform for students to participate in theory and practice, and also an effective way to explore and recruit potential talents from the campus.

At the same time, the successful holding of these events will naturally help us to enhance the overall image of L'OREAL in dynamic student groups.

In addition, L'OREAL branches will adopt different campus activities according to local characteristics.

For example, in China, we started a campus Campbell assistance program in 2003 from the China Youth Development Foundation. We took L'OREAL's products to campus for sale, and set up a L'OREAL scholarship in the west, which specializes in the poor college students with excellent quality and learning from the West.

stay

Loreal

In the campus promotion activities, we do not aim at promoting products, but try to create a win-win situation for students and companies, and expand L'OREAL's popularity, reputation and overall image in this process.

This may be different from the marketing activities of other companies.

Because from the company's overall brand, this positioning is very different from the simple promotion of products: the overall image of a company has a long-term impact and will not be changed easily.

The formulation of campus marketing strategy should be based on the nature of university students themselves.

The campus is the concentrated training place for talents and the place of supply of talents. Generally speaking, when college students enter the society, they play a very important and active role in guiding the future consumption concept and public opinion.

The role of society in the future makes them a force that can not be ignored. Of course, this includes their future spending power and potential.

When one day they become the main force of cosmetics and fashion consumption, when they become the backbone of the society, if enterprises can have an overall brand image in their hearts, this is undoubtedly very helpful.

For various forms of campus marketing, it is undoubtedly a very important link to assess its actual influence.

After the event, we usually conduct some surveys, such as issuing school questionnaires or online questionnaires, "how do we see this activity? What do we think of this activity? What is the significance of this activity?"

From the quantitative investigation, we find that the three words of L'OREAL are becoming more and more popular among college students. From the qualitative investigation, we find that L'OREAL's image in students is getting better and better.

For example, we donated western students activities, students feel that L'OREAL not only has beautiful products, but also pays special attention to Western students, which is very important for a responsible company.

At the same time, in the first three marketing activities on campus, we recruit a lot of excellent talents, and this proportion is increasing every year.

That is to say, through such a competition, at least in attracting and recruiting outstanding talents, the effect is obvious.