Group members:

1) Yousef Ziadat

2) Mohammad Faraj

3) Saddam Abu-Eshe

4) Faissal Al-Hawamdeh

5) Thaer Sakakini

6) Osama Howari

The Hashemite University Dept. of Business Administration

BSc (Full-Time) Consumer Behavior

Group Name: seven

Tutor: Dr. A. Alomari Group leader: yousef Ayman Zyadat

TABLE OF CONTENTS

- Introduction

- The assignment answers

- Recommendation

INTRODUCTION

Who is L'Oreal ??

What is L’Oreal’s marketing strategy ??

Why this project ???

Females

at age 15+

Females

at age 15+

1) Females at

age 55+

2) Professional

product.

1) Females at age 18+

2) Professional product.

Q1: develop a mental picture of which that consumer is;

decide on L'OREAL's target customers and describe its

customer profile.

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.

Q2: give your reasons of how Cheryl Cole influences the

way women consume.

Parts of the perceptual

process are:

1) EXPOSER

2) ATTENTION

3) INTERPRETATION

Q3: outline and explain the parts of the perceptual

process that would allow a woman to recognize a Cheryl

Cole advertisement.

“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

.credibilityand QualityL’Oreal offers to their consumers,

Q4: what motivates the women to buy L'OREAL's

products?

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)

Q5: how involvement is a critical component of L’Oreal’s

consumers.

Specialized

cosmetics stores Big supermarkets Pharmacies

Yes Cheryl Cole limited edition (lipstick)

Yes True match (foundation)

Yes Super liner (eye liner)

Yes False Lash Telescopic Mascara

Yes Yes Casting (crème gloss)

Yes Elnette (hair spray)

Yes Yes Glam Shine Reflexion (lip gloss)

Yes Yes Yes Elvive (hair conditioner)

This table is talking about normal consumers, but hair

dressers buy their products from outdoor distributors.

Q6: what kinds of stores will that consumer go to?

Q7: what media will L'OREAL's consumers look at?

Elvive

(hair conditioner)

False Lash

Telescopic

Mascara

Casting

(crème gloss)

Elnette

(hair spray)

Moisture hair

Hair

entanglement, and

easy to style hair

Strong hair

Shine

Water proof

Thick eyelashes

Moisture hair

Natural color

Long lasting color

Glossy hair

Hair softness

Cover the grey

hair

Long lasting

Keep the hair look

Cheryl Cole

limited edition (

lipstick)

True match

(foundation)

Super liner (eye

liner)

Glam Shine

Reflexion (lip

gloss)

Glossy color

Flavor

Natural look

Hide the brown

spots

Last longer on the

face

Glossy color

Easy to remove

Water proof

Glossy lips

Flavor

Soft lips

Natural color

Q8: what specific feature will L’Oreal consumers look for

in their products?

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.

Q10: how would discussions on Cheryl Cole social network

pages influences women's decision making?

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

Thank you

For your time

& Attention