From this point-of-view the PR campaign's objectives in this case are:
Increasing the company's market share up to 6%
Increasing the company sales up to11%
Identifying the target customer segments
Identifying different categories of public relies on identifying values, behaviors, ideals, expectations, involvement degree or possibilities of acceptance of the ideas promoted by the campaign. Basically, for the new line of products for summer use, L'Oreal is targeting the same customer segments that the company has always addressed. There are two main target customer segments for L'Oreal's products:
The first targeted segment of customers is consisted of women between 25 and 35 years of age, with high education, with medium to high incomes, and with a high social situation
The second targeted customer segment is consisted of women between 35 and 45 years of age, educated, with medium to high incomes, and a high social situation
In both cases, the company is dealing with sophisticated women, both health and beauty oriented, with a very active social life, that need high quality products.
In our case, the PR campaign regarding the launch of the new product line for summer use will especially address the first targeted customers segment present above for the new line of products. Secondly, the campaign will obviously address the second targeted customers segment presented above, mainly for refreshing these customers' attitude towards other lines of products previously launched.
Establishing the strategies and tactics to be used in the PR campaign
The strategies must refer to the general concept leading to the established objectives. In our case, the recommended strategies are:
Activities regarding the information of the public:
Public appearances of the company's representatives or spokespersons, in our case the celebrities involved in promoting L'Oreal's products: this brings in front of the audience high social resonance names that can promote L'Oreal and its new line of products by distributing information about this new product line and its launch
Organizing special events. The company will organize a special event for launching the new line of products for summer. This will be the central piece of the PR campaign in our case. The entire campaign relies on successfully organizing this event. Given the fact that we are dealing with products addressing summer use, the event must have a strong connection with the concept of summer. The scenery the event will take place in must be in complete accordance with the concept of summer. Therefore, it I recommended to organize the event on a beach, whether it is a real or an artificial one, since the beach represents best the idea of summer. If possible,...
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