Free Essay

Lancome Products

In: Business and Management

Submitted By abhi437
Words 906
Pages 4
Advertising in China
Digital advertising: Lancôme entered the Chinese market by building its own Chinese community (www.rosebeauty.com.cn), which helped the consumers to understand the Lancôme products and also using this community consumers can interact with each other which made Lancôme a commanding and organization in China. This policy of Lancôme became more effective as an organization because of the fact that China did not have any effective communication media like Facebook, twitter or YouTube.
Television advertising: the videos that Lancôme used in china to be broadcasted in Chinese television were broadcasted in their local language which gave Lancôme a reason to rise as an organization.
Print & outdoor advertising: Lancôme always tried to target the emotional needs of their consumers and provide them with the products they need, being one of L’Oreal’s most successful brand it does a remarkable job in advertising their product throughout china.

Advertising in UK, USA & France:
Digital advertising: Facebook have been a primary part of the promotional strategies for the Lancôme. Facebook allows the company to mold their advertisement according to the consumers and also they can present their ideas to multiple consumers at a time. The solitary reason of using Facebook is that any user with an interest towards beauty products might view their advertisement and then share among its own circle which intern results in promoting Lancôme products

Lancôme as an organization always tried to connect with their consumers it can be proved by the fact that, the Lancôme uses English as the language to advertise their products in UK and USA whereas in France it uses French to advertise their products.

Website of Lancôme in China * The website designed to be used in china does not have any sound and also it’s not flash animated like website designed for UK/Paris. * The website have a limited range of products, as compared to the website used in other countries like USA/UK * Yayol Kusama is the name of the product made particularly for the Chinese people and this product is not available in any other website designed by Lancôme . * There is no easy flash purchase option and no newsletters as well. * This website of Lancôme is not linked with any social websites, and it have a free shipping option.
Website of Lancôme in the USA Lancôme's website: www.lancome-usa.com is the company's top-selling store in the country. The website is easy to navigate, and apart from buying and accumulating information about the products the website has beauty tutorials in addition. * Website designed to be used in USA have the maximum product range and like the Chinese website it is also not flash animated. * The website has an option called Quick Shop using which consumers can shop the product online with great ease. * They have a product review area wherein every product has its review by other customers who have in the past used that same product. * Also Lancôme has it self rated the products * They have a special Members Area / Special Festive Offers which is missing in the Lancôme Websites for UK / Paris / China. * The website have a different area where two different Lancôme products can be compared and the consumers can select the best one. * The website has its link on Face Book and Twitter, unlike Chinese website which is not connected with any of the social networking sites.
Website of Lancôme in the U.K.& France * Website is easy to use and have pronounced visuals and sound. * The website has videos which help consumers about how to use a Lancôme product. * It has something called as Flash Purchase, which is very unique and fast. * A user can create its own account which makes this website a user friendly website. * It has Retailer Locations mentioned on its website which helps their customers to but products online as well as go and see their products in the retailers near to them. * They have an option for Newsletters; where in people can sign in to receive regular updates about Lancôme products. * Customers can ask for samples of various products for free after purchasing their own products. * This website does not have an area to compare to products as compared to the website in the USA. * The website has its link on Face book. * They have an option for GIFT Ideas.
Distribution channel in the UK, France & China
Lancôme stores are located in every big malls and in every important streets of the country. Apart from the malls and department stores the Lancôme products are available in duty free shops in airports.
Distribution channel in the USA
Lancôme stores in USA can be found in most high end retailers such as Bloomingdales, Nordstrom, Neiman Marcus, and specialty stores like Sephora (a.k.a. the golden gates of paradise) to name a few. Lancôme believes in the policy of standardization and adaptation so their products can be found in duty free shops of airports.

Sephora Gondolas

Department Store

Besides providing consumers with different range of products Lancôme stores like Bloomingdales offers a higher level of personalized service. The music is low and the lights are bright which creates a pleasant environment inside the store and this environment helps consumers to select their product with peace and great ease. The prices are consistent from department store to department store which proves the theory of standardization and adaptation of the Lancôme as an organization.

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