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Loreal

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School of Communication and Creative Arts
Department of Communication & Media Studies
Subject Code: MBAM 003
Subject Name: Media Planning & Buying

Group Assignment

May 2015 Semester

Group Members:
1) Yew Chi Yin (0103082)
2) Liew Kah Chun (0110111)
3) Nor Azeriah Aida Bt Awang (0107003)
4) Kwang Yuk Ching (0100919)
5) Shawn Khoo Kay Keong (0106679)
6) Chong Po Yeng (0103069)

Assignment Due Date: 27th July 2015

TABLE OF CONTENTS

TITLE PAGE …………………………………………………………………...…….I
1

BACKGROUND
Current Skincare Trend in Malaysia…………………………………...….1
Latest Value Perceptions toward Skincare…………………………..…....3
Top 4 Trends in Skin Care in Malaysia……………………….……..……4
Brief about L’Oréal Paris……………………………………..……….…..5
Current Direction of L’Oréal………………………………..……….……6
Skincare Products under L’Oréal Paris………………………………...….7
Prospective Consumers……………………………………………..….….7
Competitor Analysis…………………………………………………....….8

2

MARKETING OBJECTIVE …………………………………………….…11

3

ADVERTISING OBJECTIVE…………………………………………..…..11

4

TARGET AUDIENCE ANALYSIS AND RECOMMENDATION……..…12

5

SWOT ANALYSIS ……………………………………………………..…..14

6

MEDIA OBJECTIVE………………………………………………..………16

7

MEDIA STRATEGY………………………………………………..………16

8

MEDIA MIX……………………………………………………...…...…….17

9

MEDIA PLAN
Thematic Media Plan………………………………………….…….20
Event Media Plan…………………………………………...…..…...25
Media Flowchart…………………………………………………….28

II

10 CONCLUSION.……………………………………………………..……...33
11 REFERENCES………………………………………………..…………….34
12 LIST OF TABLES
Table 1.0………………………………………………………………5
Table 1.1………………………………………………………………9
Table 1.2……………………………………………………………. 10
Table 1.3……………………………………………………………..17
13 Appendices
Appendix 1…………………………………………………………..37
Appendix 2…………………………………………………………..38
Appendix 3…………………………………………………………..39

III

BRIEF INTRODUCTION OF THE PRODUCT
Current Skincare Trend in Malaysia
According to the L’Oré Paris Report 2014, skincare products are the most al purchased items and contributed in the largest sales from cosmetic up to toiletries.
The sales growth in 2014 has increased by 5.3% with a market growth of 4.1%
(L’Oréal Paris, 2014).
According to the U.S. Commercial Service Malaysia’s, as the economy grows stronger and purchasing power increases, consumers are willing to indulge and pamper themselves with beauty products. The increase of standard of living lifestyle among Malaysians has also increased the level of sophistication and demand of the consumers. (US Commercial Service, n.d.).
Today, Malaysians in the urban areas demand more on quality and the safety of products usage when it comes to facial cleanser and beauty products which shown in U.S. Commercial Service Malaysia (US Commercial Service, n.d.). Besides, men pay more attention to their appearances and purchases men’s skincare product.
Buyusa.gov is the U.S. Commercial Service in Malaysia (US Commercial Service,
n.d.). Metrosexual no longer limit their grooming products to toiletries such as deodorants, shaving & shampoos, but also uses facial skin care, body care & perfumes.
(US Commercial Service, n.d.)
According to an article from The Star Newspaper Lifestyle Women Beauty section titled “Be Prepared to Pay more for Beauty”, L’Oréal exposed a survey of a total of 56% men in Malaysia mentioned that grooming helps to form a degree of selfconfidence (US Commercial Service, n.d.). It has also been highlighted that woman tend to allocate more than 10% of their total salary roughly around RM100 a month

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on beauty needs due to their mentality of beauty conscious that good quality products are worth their money. With the implementation of GST, citizens are not about to give up their grooming habits overnight just because the cost of living has gone up slightly
(Cheong, 2015).
As stated by the U.S. Commercial Service Malaysia, beauty products increase their popularity specifically in skincare. Today, cosmetics organizations emphasizes on anti-aging, whitening & V-shaper beauty product. Anti-aging products with
Vitamin C and collagen are highly sought after (US Commercial Service, n.d.).
Apart from that, skincare manufacturers started offering non-surgical skin care as alternatives to consumers. Malaysian consumers prefers imported skincare products as they associates the products with higher quality compare to local brands and will continue to remain demanding especially consumers from the middle and highincome earners (US Commercial Service, n.d.). According to Asia’s Esthetic &
Skincare Expo (AES) Expo, the demanding for high quality products increases in
Malaysia (Beauty Expo, 2015). Therefore this showed that consumers in Malaysia are highly demanding towards the quality of beauty products compare to local brands.
The latest trend of skincare brand in Malaysia is Skin Food. According to the
U.S. Commercial Service in Malaysia, Skin Food is named of a meaning of special food for the skin to “eat” and contains nutrients and energetic ingredients from fresh fruits and plants to help maintaining healthy a body (US Commercial Service, n.d.).
Skin Food is one of the organic skincare. The skincare products features are topical and oral as well as tailor-made to strengthen the skin’s repair system. (Skinfood, n.d)
The demanding of skin nourishing and anti-aging products are expectedly to continue to be one of the fast-growing segments in the skincare market (US
Commercial Service, n.d.) with the latest ingredients such as amino-peptides is the
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latest breakthrough in anti-aging as they claim to be effective at improving the appearance of aging skin (US Commercial Service, n.d.).
In addition, the U.S. Commercial Service Malaysia was also stated that several local skincare companies foresees the time before the hugely popular method of botox and restylane will be eclipsed in the local market as more people are rejecting invasive methods, in favor of consuming homemade treatment in order to deal with the cosmetic side effects of aging (US Commercial Service, n.d.). Therefore skin exfoliating procedures are evolving and customers will expect more exfoliating products that can be used at home, gentle enough to be used on a daily basis and with additional features like brightening or resurfacing.

Latest Value Perceptions toward Skincare
Women:
According to the report of New Value Perception in Skin Care, the latest preferences of younger women are Anti-Ageing products (“New Value Perception in
Skin Care”, 2011). Women choose anti-aging product due to their greater aging anxiety, sociocultural pressures and higher importance of appearance as well as selfesteem contribution to the decision to purchase (Muise & Desmarais, 2010).
The anti-aging product type of consumers still thrives and tone sales plummet as many consumers skip using toner and choose to use facial products directly to save time as well as money which products are able to solve two to three problems at once
(“New Value Perception in Skin Care”, 2011). Nowadays, for those living in a hectic lifestyle, having products that is 3 in 1 are very applicable.

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Men:
Nowadays, the number of men’s population are increasingly as women population that also clearly in prioritizing prevention of the signs of ageing and not abandoning their beauty habits in the situation of down turning (“New Value
Perception in Skin Care”, 2011). Men in their 20’s use anti-ageing products as a
“preventive” treatment. Therefore, products are featuring more skin care lines for men such as the L’Oréal Men Expert Wrinkle De-crease and Nivea for Men DNAge
(“New Value Perception in Skin Care”, 2011).
Besides, whitening products are also men’s preferences. Generally, men do not feel comfortable in purchasing female or unisex version of such an overtly feminine product. The sales of male’s skin whitening products could potentially reach similar levels to those of women’s skin whiteners Most of the leading brands, such as
Nivea for Men and Gillette, stick to traditionally ‘male’ colors: blue, white and silver
(“New Value Perception in Skin Care”, 2011).

Top 4 Trends in Skin Care in Malaysia
The number of skincare products continuous to grow. Below shows the top 4 trends in skin care and how those trends are benefit consumers in Asia (Tyrimou,
2015):


Hydration (worked as moisturizers for the skin)



Gel-Cream (absorbs quickly and long-lasting to keep dry skin looking smooth)



Water Gel (boost hydration and locks it in the skin to stay hydrated and smooth) 

Eye Gel Cream (aims to lock in moisture and draw water into the skin around the eye)
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Brief About L’Oré Paris al Founded by Eugé Schueller in France 1909, L’Oréal Paris, as the first ne cosmetic group worldwide in the cosmetics market that offers Beauty for all to enable all individuals to express their personalities, gain self-confidence and open up to others. The mission set by L’Oréal is to offer all woman and men worldwide the best of cosmetic in terms of quality, efficacy and safety in satisfying all their needs and beauty desire in their infinite diversity. (L’Oréal Paris, 2015)
In 2014, L’Oréal’s sales amounted to 22.53 billion euros, an increase of
+3.7% of the previous year. The New Markets, the number one zone for the group since 2012, accounted for 39.6% of sales where the Asia Pacific holds 21.1%. A total of 30% of overall spend by consumers worldwide (“L’Oréal Paris Finance Annual
Report”, 2014). On the skin care market L’Oréal holds 12% of market which is the highest in Malaysia from year 2011 to 2013 as shown in the table below.

Company retail value (%)

2011

2012

2013

L’Oréal (M) Sdn Bhd

11.9

11.9

12.0

Procter & Gamble (M) Sdn Bhd

11.4

11.5

11.6

Johnson & Johnson (m) Sdn Bhd

2.8

2.8

2.8

Others

10.4

10.5

10.7

Table 1.0 Company Shares of Skin Care: % Value 2011-2013
Source: Euromonitor International, 2014

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Current Direction of L’Oré al According to L'Oré Paris Company Profile – SWOT Analysis’s the al following are the current direction of L'Oré Paris Company for the year 2012 al (“L'Oré Paris SWOT Analysis”, 2012): al 

L'Oré Paris focus is gradually gearing away from colour cosmetics to focus al more on hair care and skin care.



L'Oré Paris has been focusing on skin care, recording the highest growth rate al in the CAGR (Compound Annual Growth Rate) between 2006 and 2011



Skincare is the brand’s second leading portfolio. L'Oréal Paris usually introduces premium range formulations under L'Oré Paris; an example being al Youth Code known to have a similar formulation to Lancôme’s Génifique.



Innovation in skin care but competition looms in key markets. L'Oré Paris al faces major competition as the skin care market heats up



L'Oré Paris skin care can boast of receiving the most attention within the al company as the category’s CAGR exceeded 7% over 2006-2011; the highest in comparison to other key categories in which L'Oré Paris operates. al 

Manufacturers are aiming to boost growth through mass-positioned natural/organic ranges, a segment in which L'Oré Paris lacks meaningful al presence



L'Oré Paris operates strict brand segmentation across its portfolio to retain al its exclusive brand identity



L'Oré uses L'Oré Paris and Garnier to penetrate mid and lower-income al al consumers whereas L'Oré Paris is reserved for urban consumers al 

Premium ranges Lancô and Yves Saint Laurent me Page | 6

Skincare Products under L’Oréal Paris
Below are the 3 best selling Categories of L’Oréal Paris Skin Products that are highlighted in L’Oréal Paris official website (L’Oréal Paris, 2014):
For women:


Anti-Aging – Revitalift and Youth Code



Hydration – HydraFresh



Whitening – White Perfect and Youth Code

For men:


Anti-Aging – L’Oréal Men Expert Vita Lift



Oil Control - L’Oréal Men Expert Oil Control Charcoal Foam



Whitening - L’Oréal Men Expert White Active Cleansing Foam

Prospective Customers
According to the US Commercial Service in Malaysia, the concerns of
Malaysians skincare include the heat and humidity of the climate. The drying effect on skin of working in the hermetically sealed, air-conditioned office buildings, the stress and pollution of the environment, lightening the skin and areas of hyper pigmentation, acne, and the effect of aging on the skin for an increasingly graying population. These concerns translate into strong prospects for skincare products and remain in broad consumption across all group ages and incomes in Malaysia (US
Commercial Service, n.d.).

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The current Malaysian population of 26 million is comprised of the following age groups: 32.4% - less than 15 years old, 63.3% - 15-64 years old and 4.3% - 65 and above years old (US Commercial Service, n.d.).

Competitor Analysis
Based on the market observation, L’Oréal Paris has a strong competitive from other brands such as Olay from P&G, Bio-Essence, Neutrogena, Nivea Men, Men’s
Bioré et cetera. Even the products and price range are almost the same and staying
,
close to each other shelves. For example, pharmacies such as Watsons, Guardians and also the hypermarket such as Urban Fresh, Jaya Grocer have beauty products close to each other shelves. Besides, the established of new products that also follows the culture and trending in Malaysia especially Korean’s brand products that is available for customers at skincare focused shops such as Skin Food, Nature Republic and The
Face Shop are also a treats for L’Oréal Paris’s skin care products.
Below shows a table of the prices of skincare products for women and men that are available at Watsons in Malaysia (Watsons, 2015).
For women:
Brands

Products

Price

Range

(MYR)
24.80
23.85

L’Oréal HydraFresh Anti-shine Foam
Olay

L’Oréal Revitalift Milky Foam
L’Oréal White Perfect Facial Foam

L’Oréal Paris

20.65

Olay Regenerist Cream

18.50

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Olay White Radiance Purifying Foam Cleanser

Olay Total Effects Cream Cleanser

16.80

Olay Clarity Fresh Cleanser
Bio-Essence

18.50

11.50

24K Bio-Gold Skin Radiance Cleanser

26.90

Bird’s Nest Nutri-Collagen & Whitening 24.90
Cleanser
Miracle Bio Water Foamy Cleanser

23.70
18.70

Neutrogena Pure Mild Facial Cleanser

18.70

Hada Labo Moisturizing Face Wash

29.90

Hada Labo Whitening Face Wash

Hada Labo

Neutrogena Fine Fairness Cleanser
Neutrogena Deep Clean Foaming Cleanser

Neutrogena

19.90

29.90

Table 1.1 Price Range of Women’s Skincare products at Watson Personal Care
Store

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For men:
Brands

Products

Price

Range

(MYR)
L’Oréal Paris

L’Oréal Men Expert Vita Lift Cleansing Gel

17.55

L’Oréal Men Expert White Active Cleansing 17.50
Foam
L’Oréal Men Expert Oil Control Charcoal 17.50
Foam
Nivea Q10 Anti-Aging Facial Foam

16.70

Nivea Visage For Men Whitening Facial Foam

Nivea Men

16.70

L’Oréal Men Expert White Active Cleansing 16.70
Foam
14.95
14.95

Za Men Ultimate Moist Smoothing Cleanser

17.90

Za Men Ultimate Recharge Energizing

28.50

Za Men Ultimate Moist Oil Control

Za Men

Men’s Bioré Double Scrub Deep Clean
Men’s Bioré Double Scrub Bright Clean

Men’s Bioré

28.50

Table 1.2 Price Range of Men’s Skincare products at Watson Personal Care Store
Source: Watsons Malaysia 2015
L’Oréal Paris has spent a lot of amount on marketing in printed and visual advertisements. With the digital and integrated marketing, the have enhanced their solid start in the content of marketing and tech exploration whereby, they started to interact directly with the consumers via social media and holding social events
(L’Oréal Annual Financial Report, 2014) as well as other brands established in
Malaysia.
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However, L’Oréal Paris is losing its market place as well as the customers nowadays. Therefore, L’Oréal Paris is looking into gaining back their lost consumers that have moved into other brands because of the culture and trending’s that are introduced such as the K-pop culture that is spreading wide as well as other skin care consumers or new customers which benefits in increasing their market share. Via direct interaction with customers through organizing loyalty program campaign such as offering customers to gain more benefits by introducing loyalty program card so they can increase back their total of lost loyal consumers. Besides, advertising campaign will take place for one year to regain its market place.
On the positive side, L’Oréal Paris has no direct stronger competitors from local brands in Malaysia. This enable L’Oréal Paris owned the priority in customers’ decision on purchasing skin care products. This is because consumers’ believed that international brands or overseas brands are often better than local brands.

MARKETING OBJECTIVE:


To increase 3% of the sales among women and men in the age of 25 to 35 in the market centre and urban area

ADVERTISING OBJECTIVE:


To raise awareness of L’Oré Paris among women and men in the age of 25 al to 35 in the urban area market center

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TARGET AUDIENCE ANALYSIS AND RECOMMENDATION
Demographics:


Ethnic: Active working young adults



Gender: Women / Men



Area: Urban Area and Market Center



Age group: 25 – 34 years old



Income: RM 2, 500 – RM 3, 500



Life cycle: Bachelor Stage



Education Stage: Tertiary Level



Profession: White-Collar Workers / Skilled

Psychographics:
The lifestyle of target audience are mostly focused on active working young adults that are always on the go and busy with their workloads but often stay actively in social media as well as outgoing for social. Besides, they also frequently visits entertainment places such as shopping malls, fitness centers and restaurants or café at s the weekend or public holiday with their family and friends as well as their partner in order to kill their time and relaxing after all stresses from working.
Apart from that, they are often exposed to the media and the technological devices by following the latest trending of Internet. They uses social media as part for work purposes and communicate among another colleagues using applications such as
WeChat, Line, WhatsApp, Facebook, Twitter, et cetera. They frequently upload and download documents, files, pictures and audios through these devices. In addition, they stay actively in Facebook for browsing news, communicating with others and uploading their photos and status as well as showing their emotions.
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Therefore, digital devices especially smartphones and tablets are part of their life as a main. They even use these devices to read online news, e-book and movies but traditional are still needed such as televisions, newspapers and books.
Today’s trending of women and men willingly to be spending on their skincare products because skincare products are becoming their daily necessaries.
Women and men are conscious about their appearance especially in the market center and urban areas. The outer appearance of a person represents their image and personal branding. Glowing, radiant and youthful skin is everybody’s dream. Wrinkles and blemish are nightmares to people who love their face. Working adults are busy with their work every day. They hardly have the luxury time to go for facial and spa.
Working late and social outing left them no time to maintain healthy skin (US
Commercial Service, n.d.).
The main reason of purchasing and buying skin care products is that physical attractiveness is the currency for their success no matter in working or socializing life.
Besides, they willing to spend on the skin care product due to their face can be subject to some harsh elements such as the sun, smoke, heat and dirt, which will affect their appearances and decrease their physical attractiveness. In addition, they tend to look for the best affordable products. Below explains on how woman and men’s perceptions are towards beauty products:

Woman:
Women are very product centered and willing to pay as much as possible and even extra for their skin care products. This is because skincare products are personal products for women. (Sabharwal, Maan & Kumar, 2014)

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Men:
Today, it is not a norm for men using or purchasing skin care products due to social stigma that men who using skin care products are labeled as metrosexual (US
Commercial Service, n.d.). There are two types of men: first would use skincare products to improve their skin, personal care, and attractiveness and to gain selfesteem. Whereby, the second type of men would not bother about taking care of their skin (US Commercial Service, n.d.).

SWOT ANALYSIS
The SWOT analysis is based on the market observation referring to Pharmacies such as the Guardian and Watson in Malaysia and also on the market view in Malaysia (US
Commercial Service, n.d.).
Strengths:
1. Products are more customized on certain group
2. High investment in product development which L’Oréal willing to invest more on product development compare to its competitors
3. Has an established portfolio as a strong brand through heavy advertising expenditure over the years
4. Highly visible in magazine

Weakness:
1. Unattractive packaging of the products
2. Products are more expensive company to competitors such as Olay and
Neutrogena.

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3. Less proactive in the natural/organic category
4. Establishing of new marketers with innovative products – especially if their marketing and advertising strategy fail to attract customers

Opportunity:
1. The increase in demand of beauty and appearances among the society as more and more women and men need to take care of their appearances which resulted in consuming more products
2. There are at a continually increasing rate in population that entering into job market which lead to spending rate increase and move towards to more expensive product
3. There are opportunities for L’Oréal to further create natural/organic products
4. Creating more specific products that can be applied by the consumers on certain part of their faces depending on different time of the day. For example, eye gel, night cream, daily cream, bb cream and etc.

Threats:
1. Stiff competition from other leading skin care established brands.
a. E.G. Olay & Bio-essence – their shelves often lies side-by-side between one another – Guardian and Watson Malaysia
2. The appearance of new global economic crisis as well as the currency downfall 3. Changing in market demand and consumer preferences - L’Oréal had to change their plans and strategies completely, which needed to take up a lot time and earnings

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4. Organic trend such as collagen drinks, no chemical and neutral
5. Consumers switching brands according to budget, image, ambassador, spoke person and pricing of product

MEDIA OBJECTIVE
To create awareness of consumers specifically on active working women and men between the age of 25 to 34 in the Klang Valley using the frequency of a RM 5 million budget and each target audience exposed to the advertising for 3 times.

MEDIA STRATEGY
Approach:
Media Dispersion Approach
The media planners to reach sufficient percentage of target audience, where no single media will achieve the amount of target audience that they needed to reach, use Media
Dispersion Approach. Throughout this approach multiple media categories have selected such as televisions, radio, newspapers, magazines and the Internet. In addition, one of the advantages that use media dispersion approach is that consumers who expose to multiple advertisings of L’Oréal Paris in multiple media may be more likely to purchase the products.

Timeline:
The timeline of advertisements for L’Oréal Paris;


Entire year of 2016
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Budget


RM5, 000,000.00

Geography:


Petaling Jaya area

MEDIA MIX
Table below shows the percentage of the media usage on the total percentage of the target audience’s population in Malaysia. (“Media Planning Guide”, 2014)
Group Age

25 – 29 (100%)

30 – 34 (100%)

Average percentage of

25-34
Media

population
(100%)

Newspaper (Daily)

58.96

62.64

60.80

Newspaper (Sunday)

63.07

67.25

65.16

Free Television

96.39

96.13

96.26

Radio

72.35

73.64

73.00

Internet

26.33

25.61

25.97

Magazine

15.77

12.05

13.91

Table 1.3 Media Usage of Target Audience

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The media selected are based on the higher number of readership, viewership and visiting among our target audience as showed in Table 1.3. Despite traditional media, unconventional media such as out of home advertising are also selected to reach the target audience. Media that selected are as below:


Television
Deliver messages that involve two senses such as sight and sound, which makes the advertisement more interesting and effective through visualization compare to other mediums especially in product demonstration. Moreover, TV advertisements can be benefiting to products and brands for memorable seeking. TV is also offers a broader coverage and enables to reach out to target audience in urban area and market place.



Radio
Through radio, the advertising is able to reach out to specific audiences at more relevant times, especially for reaching working women in the morning. It is also valuable in helping to enhance the awareness of target audience toward the product that presence along with Television. Radio is a unique way of advertising and involved a low concentration as it is the only medium that allowing the audiences to do other activities while listening to it especially during driving. Furthermore, radio helps to build higher frequency compare to other media.



Newspaper
Newspaper offer a huge reach as there are a large number of working women that read newspaper especially Sunday newspaper compare to magazine.

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Newspaper advertising cost per thousand readers is lower than television and radio. Therefore, it is an ideal medium to raise highest awareness with frequency campaign.



Online Advertising
Online advertising is a broad category of advertising which including search engine, local online advertising, and social media optimization strategies, mobile’s applications and other forms of online outreach. Online advertising has the lowest cost per thousand and it is measurable. Nowadays, majority of the population were using technologies devices to get access on their social network pages. Via online, organizations may create more buzz on their products and at the same time interact directly with the consumers towards building an interaction relationship. In 2012, Facebook has hit a total over 250 million users in Asia. Increase 11% of year over year growth of active
Facebook users (Anuwong, 2013).



Magazine
Magazine is a publication that covering several current issues and events by short articles and also contains black and white as well as colour advertisements and graphics as well as featuring celebrities and brands, which is issued periodically and usually bounded in a cover paper. Magazine is selected due to the target audience especially women often buy and read the magazine for time killing and as a referencing for their skin care, appearances, fashions and lifestyles.

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Campaign / Roadshow
Campaign is a series of advertising strategy that has a single theme to achieve higher reach and frequency. Through a campaign, messages are much easier to convey to the target audience. In addition, a campaign or road show cannot simply be ignored or skipped because it is more eye-catching that involving sight, sound, touch and experience.



Out Of Home Advertising
Out of home media is a way of reaching target audience when they are not at home, not watching television or not reading newspapers and magazines. The examples of out of home advertising are billboards, transport advertising and street furniture.

MEDIA PLAN
Thematic Media Plan (RM 4, 057,050.00):
1.

Magazine (RM 163,848.00)
The targeted audiences for L’Oréal Men and Woman skincare are focused on Chinese men and women from the age of 25 to 34 years old. The targeted audiences are particular to those whom are English educated Chinese in
Malaysia. Therefore, the media vehicles selected for magazines are CLEO,

you, Men's Health and Men's Uno.
CLEO and Nü you are magazine targeting women from the age of 25 until 34 years old. As for the Men's Health and Men's Uno magazine targets men from the age until 25 to 34 years old. CLEO and Men's Health are English language magazines, while Nü you and Men's Uno are Chinese language magazine. The placements of the advertisements for L'Oré Men and Woman al skincare will be placed on the inside back cover of the magazines for readers to
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easily recognize and remember the product and avoid readers flipping through the advertisement. L’Oréal may use the opportunity of giving free samples in sachet that is attached on magazines during promotion periods that may also create direct awareness’s on the readers.
CLEO and Nü you are magazines targeting on different language oriented audience. The placement of advertisement on both magazines is placed as an alternative to avoid overlapping of other ads and also to avoid cluttered advertisements. The dates of advertisements on CLEO magazine would be placed in the monthly issue in January, March, May, July, September, and
November. Nü you magazine would advertise in the monthly issue in February,
April, June, August, October, and December.
Men's Health and Men's Uno magazine are targeting different language oriented audience. The placement of advertisement on both magazines is alternative to avoid overlapping and minimize the wastage of advertising. Men's
Uno magazine would advertise in the monthly issue in January, March, May,
July, September, and November. Men's Health would advertise in the monthly issue in February, April, June, August, October, and December.

2.

Television (RM 967,750.00)
The selected television channels that would advertise the L’Oréal skincare advertisements to create awareness of the product would be played on
NTV7 and 8TV. The insertions of the ads would not be played at the same date of the both channels but same time, which is during the prime time news.
Meaning that the first 3 months would be played on 8tv and the next 3 months on NTV7 and so forth till the end of the year. Each television channel would have a 3 months gap.

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Out of Home Advertising
3.

Outdoor Boards Overhead Bridges (RM 1,350,000.00)
The billboards will be placed in different places throughout the entire year. Basically, we aim on billboards that have heavy traffic. The duration of each billboard would advertise 3 times. The venue of the billboard will be placed at Jalan Bukit Bintang from January to March 2016. From May to July
2016, the billboard advertisement will be placed at the Lebuhraya Damansara
Puchong (LDP) highway close by the One Utama shopping centre. The other billboard will be placed at the Federal Highway close to Mid Valley in August until October 2016.

4.

Light Rail Transit Station Branding KLCC Station (RM 660,000.00)
L'Oré skincare will be advertised on the entire KLCC LRT station al from January until December 2016. The passengers passing by or using the
KLCC LRT station will be able to see the advertisements throughout the entire year. 5.

Light Rail Transit (Putra Kelana Jaya Line) Train Sponsorship Interior &
Exterior Wrap (RM 180,000.00)
L'Oré skincare product would be wrapping up one of the selected al interior and exterior of an LRT train throughout the entire year from January to
December 2016.

6.

RapidKL Bus Full Body Wrap (RM 18,000.00)
L'Oré will wrap one selected RapidKL bus with the advertisements al from March until May and from August until October. The selected bus would be the bus that takes the same route, which is around Kuala Lumpur area every

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day from March until May. From August to October, the selected bus heading to
Petaling Jaya area from the Kelana Jaya LRT station.

7.

Monorail Pillar with Crosshead (RM 36,000.00)
The months that will be chosen to put advertisements on the monorail pillar with crossheads would be in March, July and November 2016.

8.

LED Truck (RM 288,000.00)
The LED Truck shows L'Oréal’s skincare ads in a moving coloured visual advertisement that will be booked during the weekends in April and
August to promote new product for L'Oré skincare. The truck will be driving al around the Kuala Lumpur area.

Shopping Centre
9.

One Utama Lift Wraps (RM 30,000.00)
The advertisement of L'Oré will be placed at the ground floor lift close al by the Jusco hypermarket in February. The lift at the new wing at the ground floor is wrapped with L'Oréal’s advertisements in June. The advertisements of
L'Oré will be placed at the lift in ground floor near the Oval concourse area in al February, June and October 2016.

10. One Utama Escalator Advertising (RM 30,000.00)
The advertisement of L'Oré will be placed at the escalator of One al Utama shopping centre near the Marks & Spencer fashion retail outlet in May.
The advertisements will be placed at the escalator in front of Jusco hypermarket ground floor in August. The escalator at Highstreet Level 2 near FOS fashion

Page | 23

retail outlet will be wrapped with L'Oréal’s advertisement in May, August and
December 2016.

11. One Utama Toilet Mirror Display (RM 30,000.00)
Advertisement of L'Oré will be placed at the male and female toilet al mirror inside One Utama shopping centre. In January, the advertisements of
L'Oré will be placed outside the toilet mirror display at the old wing of One al Utama. In April, the advertisements will be placed at the male and female toilet mirror display near to Oval concourse area. In September, the advertisement will be placed at Highstreet level 2. Basically, the advertisements would be moving around to different areas according to months stated.

12. Pavilion Indoor Glass showcase (RM 9,000.00)
There will also be placed advertisements on the L’Oréal skincare product on the Pavilion Indoor Glass showcase in February, June and October.
The reason to place advertisements is to attract attention to the visitors that passes by the glass showcase.

Internet
13. Facebook (RM 16,000.00)
L'Oré skincare will place advertisement on Facebook, as it is one of al the most popular social media. The advertisement will be placed in April before the road show event and August of new range of L’Oréal skincare products introduced to the market.

Page | 24

14. Youtube (RM 16,000.00)
YouTube is the most popular video streaming website. L'Oré will al place the advertisement on YouTube on a pay-per-view package during April before the road show event and August when there are new L’Oréal products introduced to the market.

15. Google Adwords (RM 16,000.00)
Google Adwords is the latest advertising tool online. It appears on the first result of the Google search results. L'Oré will place the advertisement al with Google Adwords during April and August when there is new L'Oré al products introduced to the market.

Event Media Plan (RM 1,448,323.06):
1.

Newspaper (RM 745,771.06)
The selected newspaper is The Star, Sin Chew Jit Po and The Sun Daily.
The Star and The Sun are English language newspaper whereas the Sin Chew
Daily is an English newspaper. These three newspapers are selected due to the highest readership from young to elder age target audience.
The advertisements on the 3 stated above newspapers would be placed last two weeks in the month of May with a total of 6 insertions throughout weekdays. The ads would be placed be on the second page where the readers may see and look at the advertisement longer as the 3rd page would be the page where the readers see the moment they flip through the next page of the newspaper. Therefore, L’Oréal skincare ads may promote and infuse the readers on the products.

Page | 25

2.

Radio (RM 93,933.60)
The target audience for L’Oreal skincare is specifically on Chinese young adults male and female from the age of 25 to 34 years old. The target audience is English education Chinese. Therefore, to capture the targeted audience in the media medium radio; media vehicle selected would be MixFM and MYFm to make an approach towards the targeted audience. Radio may bring a big impact on short audio ads for listeners to capture each message send by the advertisers. Therefore, we have chosen radio as the media vehicle to promote the roadshow event only. Mixfm targeted audience are age from 25 to
39 years old which suits our targeted audience and it will give a better reached to our target audience in reminding them about the event.
It is the same for MyFM because the targeted listeners are Chinese speaking targeted audience. The advertisements slots for both radio station chosen would be from 6am until 10am and 4pm until 8pm. The slots are chosen based on the peak hours of the targeted audience whereby they would be leaving home to going to work and back home. The times of advertisements would be three times advertising in each slot. The advertisements would be rolled for two entire weeks before the event that would be held in May 2016.

Out of Home
3.

Cinema Advertising (RM 2,730.00)
Media planners plan to advertise on the week before event from 21st
May 2016 to 27th May 2016. The advertisement of L'Oré is only advertise in al all the cinema halls of GSC One Utama as the event will be held in One Utama on 28th & 29th May 2016. The advertisements will be placed in the sixth spot with 50% loading fee on the actual fee. (50% advertisement slot is halfway before the movie starts)

Page | 26

4.

LED Truck (RM 100,000.00)
The LED Truck shows L'Oréal’s visual advertisement that will be booked in May to promote of L'Oréal’s event in the month of May, two weeks before the event. The truck will be driving around the offices busy area in
Petaling Jaya such as Damansara Jaya and Damansara Utama Area.

Page | 27

Media Flowchart
THEMATIC MEDIA PLAN
Month

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total (RM)

Media Vehicle
Magazine
CLEO (RM5,960 Per Insertion)

1

1

1

1

1

1

35,760.00

Nuyou (RM6,298 Per Insertion)

1

1

1

1

1

1

37,788.00

Men's Health
Insertion)

1

1

1

1

1

1

48,300.00

Men's Uno
Insertion)

(RM8,050
(RM7,000

Per
Per

1

1

1

1

1

1

42,000.00

TV
NTV7 (RM5,250 Per Insertion)
8TV (RM7,000 Per Insertion)

14
14

12

13

12

13

13
14

12

14

12

15

414,750.00
553,000.00

Page | 28

Month
Jan

Feb

Mar

1

1

Apr

1

May

Jun

Jul

1

1

Aug

1

Sep

Oct

Nov

1

1

Dec

1

Total (RM)

Media Vehicle
Out Of Home
Outdoor
Boards
Overhead
Bridges (RM150,000 Per Month)

1,350,000.00

Light Rail Transit Station
Branding KLCC Station (RM
660,000 Per Year)

1

660,000.00

Light Rail Transit (Putra Kelana
Jaya) Train Sponsorship Interior
& Exterior Wrap (RM 180,000
Per Year)

1

180,000.00

RapidKL Bus Full Body Wrap
(RM3,000 Per Month)

1

One Utama Lift Wraps (RM
10,000 Per Month)

1

1

1

1

1

1

1

1

1

18,000.00

1

1

One Utama Escalator Advertising
(RM 10,000 Per Month)
One Utama Toilet Mirror Display
(RM10,000 for Male and Female
Toilet Per Month)

1

30,000.00

1

1

30,000.00

30,000.00

Page | 29

Month
Media Vehicle

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total (RM)

Out Of Home
LED Truck (RM18,000 Per Day)

8

8

Monorail KL Train Wrap

1

Monorail pillar with crosshead
Pavillion Indoor Glass showcase
(RM3,000 Per Month)

288,000.00

1

320,000.00
1

1

1

1

1

36,000.00
9,000.00

Internet
Facebook

1

1

16,000.00

YouTube

1

1

16,000.00

Google Adwords

1

1

16,000.00

Total (RM)

4,057,050.00

Page | 30

EVENT MEDIA PLAN
Month
Media Vehicle

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total (RM)

Newspaper
The Star

6

298,474.80

Sin Chew Jit Poh

6

240,408.00

The Sun Daily

6

206,888.26

Radio
Mix FM
My FM

60
60

74,122.20
19,811.40

1

2,730.00

2

100,000.00

Out Of Home
Golden Screen Cinema One
Utama
(Sixth spot-50% LoadingRM2,730 Per Week)
LED Truck (RM50,000 Per
Week)
Total (RM)

GRAND TOTAL (RM)

942,434.66

4,999,484.66

Page | 31

Media Chart
65

CLEO
Nuyou

60

Men's Health

Men's Uno
55

NTV7
8TV

50

Outdoor Boards Overhead Bridges

LRT KLCC Station
45

LRT Train Wrap
RapidKL Bus Wrap

40

1U Lift Wrap
1U Escalator Ads

35

1U Toilet Mirror Display

LED TRUCK

30

Monorail Train Wrap
Monorail Pillar

25

Pavillion Glass Showcase
Facebook

20

Youtube

Google Adwords

15

The Star
Sin Chew Daily

10

The Sun Daily
Mix FM

5

My FM

0

GSC 1U
JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEPT

OCT

NOV

DEC

LED Truck (Event)

Page | 32

CONCLUSION
Based on an analysis of our target customer and insights into the skincare product, we delivering a strong effective media plan that stays true to the marketing and advertising objectives on to increase 3% of the sales among women and men in the age of 25 to 35 in the urban area market centre and to raise awareness of L’Oréal
Paris among women and men in the age of 25 to 35 in the urban area and market center. Page | 33

REFERENCES LIST

Book:
Media Planning Guide 2014. (2014). Kuala Lumpur: Perception Media Sdn Bhd.

Internet Sources:
Advertising Rates & Information. (2015). Retrieved from http://www.brandequity.com.my Agency and Client Handbook: Advertising Rates. (2015). Retrieved from http://www.astroradio.com/App_Themes/AstroRadio/pdf/RateCards/AstroRad io_DigitalRateCard2015_09022015.pdf

Anuwong, W. (2013). Beauty and Personal Care: What the Future Holds.
Euromonitor International. Retrieved from http://www.euromonitor.com

Beauty and Personal Care in Malaysia. (2014). Euromonitor International. Retrieved from http://www.euromonitor.com

Golden Screen Cinemas. (2015). Retrieved from http://www.brandequity.com.my

Cheong, B. (2015). Be Prepared to Pay More for Beauty. Retrieved from http://www.thestar.com.my/Lifestyle/Women/Beauty/2015/01/14/Beprepared-to-pay-more-for-beauty/ Consumer Lifestyles in Malaysia. (2014). Euromonitor International. Retrieved from http://www.euromonitor.com Guardian Malaysia. (2015). Retrieved from http://www.guardian.com.my

Leopairote, K. (2015). ASEAN Beauty Industry. Retrieved from http://www.casean.org
Page | 34

L’Oréal Company Profile – SWOT Analysis. (2012). Euromonitor International.
Retrieved from http://www.euromonitor.com

L’Oréal (M) SDN BHD in Beauty and Personal Care (Malaysia). (2014).
Euromonitor International. Retrieved from http://www.euromonitor.com

L’Oréal Paris. (2014). Retrieved from http://www.lorealparis.com.my/

L’Oréal Paris. (2014). Retrieved from http://www.lorealparisusa.com/

L’Oréal Paris Finance Annual Report 2014. (2014). Retrieved from http://www.loreal-finance.com Malaysia Demographics Profile 2014. (2015). Index Mundi. Retrieved from http://www.indexmundi.com/malaysia/demographics_profile.html MPTV360. (2015). Retrieved from http://www.mptv360.com.my

Muise, A., & Desmarais, S. (2010). Women’s Perceptions and Use of “Anti-Aging”
Products. Springer Science + Business Media. Retrieved from http://link.springer.com New Value Perceptions in Skin Care. (2011). Euromonitor International. Retrieved from http://www.euromonitor.com

Rate Card: Sin Chew Corporation Berhad. (n.d.). Retrieved from http://www.sinchew.com.my Sabharwal, V., Maan, S. & Kumar, S. (2014). Women Buying Behaviour and
Consumption Pattern of Facial Skin Care Products. International Journal of
Management and Social Sciences Research, 3(9), 1-13. Retrieved from http://www.irjcjournals.org/ijmssr Page | 35

Skin Care in Malaysia. (2014). Euromonitor International. Retrieved from http://www.euromonitor.com The Cosmetics, Toiletries and Fragrance Association of Malaysia. (n.d.). The U.S.
Commercial Service in Kuala Lumpur. Retrieved from http://www.buyusa.gov/malaysia/ The Sun 2014 Advertising Rates & Specs. (2014). Retrieved from http://www.thesundaily.my Tyrimou, N. (2015). Top Four Trends in Skin Care in 2015. Euromonitor
International. Retrieved from http://www.euromonitor.com

UBM Puts Focus on Premium Skincare at Beautyexpo Malaysia. (2015). Retrieved from http://www.beautyexpo.com.my/

Skincare. (2015). Watson Malaysia. Retrieved from http://www.watsons.com.my

Page | 36

Placement of L’Oréal skin care products and its competitors on retailers’ shelves:

Appendix 1

Place: Guardian Health and Beauty Sdn Bhd in Cold Storage, One Utama Shopping
Centre

Page | 37

Appendix 2

Place: Guardian Health and Beauty Sdn Bhd in One Utama Shopping Centre

Page | 38

Appendix 3

Place: Guardian Health and Beauty Sdn Bhd in Mid Valley Megamall

Page | 39

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...L’Oreal USA: Does Looks Really Matter in the Cosmetics Industry? Taja Gregory University of Mary Hardin Baylor L’Oreal is a multimillion dollar cosmetics company; it is also associated with other brands such as Ralph Lauren and Giorgio Armani. L’Oreal is particularly interested in employees that are enthusiastic about fashion and beauty, posse’s customer service abilities just to name a few (O’Rourke, J. pg. 357). In Macy’s in San Jose, CA the manager Elysa Yanowitz was with the GM John Wiswall in the fall of 1997 when he saw a employee whom was middle eastern and not attractive to him or did not fit the body type that he would like to see working and representing L’Oreal and request that Mrs. Yanowitz get rid of her and hire someone more attractive or hot. When he returned a few weeks later he discovered that she was not fired as he had order to be done. He demanded to know why and Elysa stated that she could not fire her without probable cause, and she was one of the top selling employees there. Wiswall got upset and began to retaliate against Elysa by soliciting complaints and in the complaint they stated she maintained a dictorial style of leadership and was disliked by her subordinates (O’Rourke, J. pg. 355). He also went as far as to audit her expense reports and prepare memos about her performance. She was then told she was a liability and was making too many mistakes. Due to this it caused a lot of stress on Elysa and it began to affect her......

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Loreal

...L'Oreal: Knowledge Management Using Microsoft SharePoint. Hand in 22 April 2015 Tags: Global brand coordination; sharing business knowledge; collaboration and coordination of effort worldwide; enabling a single community; ease of integration with desktop MS Office. Summary L'Oreal decided to use Microsoft SharePoint server to create a global knowledge management and collaboration platform. The system runs on a corporate intranet called M@sternet that spans the globe and coordinates the work of hundreds of teams in over 150 subsidiaries. URL:http://www.youtube.com/watch?v=8MvWkDXFz0w&NR= Case "The L'Oreal Group is the world's largest cosmetics and beauty company. It is headquartered in the Paris suburb of Clichy, Hauts-de-Seine, France. 96% of L'Oreal revenue is generated from cosmetics, from hair colour products to skin care, sun protection, make-up, perfumes and hair care. L'Oreal also is active in the dermatological and pharmaceutical fields. The company was founded in 1907 by Eugene Schueller, a young French chemist, who developed an innovative hair-colour formula. In 1920, the small company employed three chemists. By 1950, the research teams were 100 strong; that number reached 1,000 by 1984, and is nearly 2,000 today. While L'Oreal got its start in the hair-colour business, the company soon branched out into other cleansing and beauty products. L'Oreal currently markets over 500 brands and many thousands of individual products in all sectors of the beauty......

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Li Loreal

...Tomas Bata University in Zlín Faculty of Management and Economics Presentation on The L’Oréal Group ( the company for beauty) Subject: English language Elaborated by: Sandra Antičová Group: I 21/F Introduction Good morning Ladies and Gentlemen. It’s a great pleasure to have the opportunity to adress such a distinquished audience. Firstly, I would like to introduce myself. My name is Sandra Anticova. I work as a representative in the L’Oréal Czech Republic subsidiary. Today I’m going to inform you about L’Oréal, its history, products, sales, structure and something about its owners and shareholders. Please interrupt me if there is something which needs clarifying. Otherwise, there’ll be time for discussion at the end of my short presentation. I think that now it is time to start. So, I would suggest that we begin with the history of the company. The history of the company In 1907, Eugéne Schueller, a young French chemist, developed an innovative hair-colour formula. He called this new, perfectly safe, hair duy „Aurelióne“ . With this, the history of L‘Oréal began. Eugéne Scheller formulated and manufactured his own products, which he then sold to Parisian hairdressers. In 1909, Schueller registred his own company, the „Société Francaise de Teintures Inoffensives pour Cheveux“, the future......

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