Case Study About Internet Marketing

Introduction About Internet Marketing

The concept of internet marketing has been developed in recent years which aims at targeting global market with large capital investment. Online marketing has removed geographic and demographic boundaries for conducting business. It has developed as core function in contemporary organizations specially for those enterprise which offers durable and perpetual products (Simon, 2000). In order to achieve learning outcomes of this report,L'Oréal group has been selected which is among one of the best brands in the beauty and cosmetic industry (Tijjani, Fifield and Power, 2009). The research outlines the use of internet in contemporary organizations. Various topics have been covered in this report related to internet marketing such as elements of internet marketing management assignment, internet marketing mix and internet marketing tools.

Internet marketing strategies

Elements of internet marketing

Creating : The first step for a internet marketing plan is to create content on the website that customers wants to read and get attracted. It can be in form of website pages, blog post, video, podcast, e Book and Webinar. The information provided on blogs are useful for the customers and it also capture the attention of readers (Vaiman, Scullion and Collings, 2012). If the content is informative, it make the readers involved in it and they also share this information with their peer groups by using social sites.

Optimizing : Once, the blog post or other form of content has been created by the enterprise, it must optimize it for search engine. It means that each blog created by the L'Oréal group should be create around one key word phrase (Li, 2006.). This keyword must be included in blog title, heading tags, meta description and throughout the blog text itself. It should be also considered that every piece of content, the firm produce is another chance to rank for a new keyword phrase.

Promoting : Now a days, social Media is integrated into everything so the L'Oréal must share its content on social media channels like Facebook, Twitter, LinkedIn and Google+.The firm need to create social media sharing buttons on its blog, website and eBooks (Lucey, 2002). If content shred by this enterprise is remarkable then it will be definitely shared by its readers in their peer network.

Analyzing : There is obvious advantage of having internet marketing plan rather than traditional marketing channels like TV, radio and magazines as it have a ability to track and analyze the metrics (Hall and et. al., 2008). By using good analytical tools such as Google Analytics or HubSpot, firm can be able to keep watch on its visitors , where they are coming from, what they have done on their website or blog and what content they prefer (Elements of internet marketing mix, 2015).

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Evaluating the internet marketing mix

Internet marketing mix can be referred as the application of marketing mix elements which includes Product, Price, Place and Promotion in online context. Marketing mix elements are important for any enterprise in order to create effective promotional strategy by the organization. The L'Oréal has its presence in both physical outlets as well as online websites in UK (Hawkins and Mothersbaugh, 2009). The internet marketing mix elements of L'Oréal are mentioned here under:

Product : This is a very important element of the marketing mix of L'Oréal. It provides a wide range off cosmetic products in its different market segments such as skincare cosmetics, hair care, body care, men’s and other grooming products (Hill and Hernández-Requejo, 2011).

Price : The product of L'Oréal are offered at different prices by different retailers by using online marketing under variety of schemes (Varley, 2014). Each retailer uses different discounting schemes. Normally, the prices of its products are very high as it also involves commission and delivery charges.

Place : It generally involves distribution arrangement and supply chain used by the company. The place marketing mix element of cosmetic industry involves several websites and outlets on which products are sold (Ferrell and Hartline, 2012). It is a very effective element for L'Oréal as the company generate high sales volume by using online marketing as well physical selling.

Promotion : It involves all the marketing strategies which are used by L'Oréal in order to attract the customer for sale (Bandyopadhyay, 2001). The firm is using social media marketing and merchandising activities.

Internet marketing tool

Internet marketing tool

Search Engine Optimization (SEO) : It is the most important tool for e-marketing which includes optimization of website content in order to target the customers in effective manner. It may help the firm in increasing brand visibility and increased site likes (Barrett, 2006). L'Oréal also used the strategy which involves following up the feedback and comments on website in order to make analysis on competitors by impulsive and extensive research of this industry. The goal of this firm is to generate maximum sales.

Pay-Per-Click (PPC) : PPC is useful in marketing the texts on search engines such as Google, Yahoo which shows as natural search results. This tool helps L'Oréal in targeting a specific geographical area. In addition to this, it also entails the company that who might be its future customers (Danaher, and Rossiter, 2011) L'Oréal should utilize geo targeting by using efficient keyword searching and helps in site selection demographically.

Targeted e-mail : If this tool is properly used by the organization, it can generate higher sales volume and it is the cost efficient marketing tool. L'Oréal can develop a effective marketing campaign in order to make full use of this tool (Dave, 2008). By using this method the firm can deliver emails to the targeted customers of products.

Banner advertising : A rectangular graphic display that stretches across the top or bottom of a website or down the right or left sidebar. It is a popular method of website advertising, the banners ads are generally image based (Dziri, 2013). The aim of banner advertising is to promote the products by make the visitors access from the host websites to go to the advertiser's websites.

Evaluating interactive order processing

Interactive Order Processing (IOP) is a foundation for e -commerce in order to be presented online businesses to customers authentic brands, easy services ,practical purpose of e-commerce organized the whole process with specific order. IOP is the basis for business transaction of the companies. L'Oréal uses Bricks and Mortar style as well as online business in order to increase its global presence. The organization is popular for rendering quality products in cosmetics with natural contents to its customers. The company offers its products by using various websites Shosefe, Amazon and Snapdeal across the world (Kotler, 2011) IOP is the basic marketing tool used for making orders to communicate with internet customers. It insures the data integrity, online confirmation, delivery and security of the transactions. It is very crucial tasks to adopt a Interactive Order Processing system. as it involves security issues. L'Oréal gets the important information regarding order confirmation, tracking level of order and delivery of order (Liao and Cheung, 2011) Therefore, L'Oréal is using Interactive Order Processing system as it is important phenomenon used, when customers buy online.

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Mechanics of Search Engine Optimization

Search Engine Optimization helps the internet users to instantly find the expected and proper information related to to the keyword being searched. It represents the best website traffic which only available for certain websites on internet that is resulted by search engines. In addition to this, it involves methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (Malhotra ,2013). It takes in account all the strategies and methods to improve the existing level of website promotional plan. The technique of Search Engine Optimization (SEO) used by L'Oréal are discussed below :

  • Optimization of L'Oréal website
  • Optimize title tags of L'Oréal
  • Create compelling meta descriptions
  • Utilize keyword-rich headings (Kotler, 2011)
  • Add ALT tags to your images
  • Create a site-map
  • Build internal links between pages
  • Update site regularly (Barrett, 2006)

Therefore, the mechanism of the Search Engine Optimization entails a process which creates a impact on the visibility of a website in its search engines. By making an effective use of this search engine, this organization will be able to increase the number of visitors for getting relevant and proper search outcome for its customers (Beauty Industry in 2015 at a Glance, 2015).

Suitable opt-in email marketing newsletter

Opt-in email is a term used when there is a option of receiving bulk mail which means email sent to many people at the same time. The pt-mail is a commercial mail which is sent to those person who have singed for it. Therefore, it is only created for those people who have gives their permission either by clicking on the suitable link or by signing up (Bandyopadhyay, 2001). The L'Oréal take the permission of users for receiving bulk mail.

Greeting for the day
L'Oréal is offering heavy sales discount in its skin care and hair care products so here is the product description :

  • Bath
  • Skin care
  • Make up
  • Hair products
  • Body products
  • Fragrance

Guidelines for the practices in online public relations

Now a days, a need has emerged to promote the products and services offered by the business enterprises in order to attract customers for the purchase of the product. There is a very high competition in the beauty and cosmetic industry. Therefore, it is very essential to use appropriate promotional strategy on internet and social media to promote their products. By using social media marketing tool large enterprises are able to target a wider range of customers with a lower cost and minimum time consumption (Barrett, 2006). Firms can target potential customers by using creative and new online services in a good manner. Moreover, Enterprises can take feedbacks from their existing customers on their experience with the products so that they can make improvements in the products. If the organisations take valuable suggestions of the customer and make necessary changes in product, they will be able to increase the level of satisfaction among customers. In addition to this, they can also conduct online business transactions by developing their official websites. This websites can provide product related informations and other services. Furthermore, this enterprise may be able to promote discounting offers to make more number of customers aware about the product and to generate more sales (Malhotra, 2013). This online services are also useful for the clients to provide online assistance. By using this type of services, they will be able to improve their relationship with customers.

Demonstration of alternatives for internet marketing

Enterprise can use Search Engine Optimization (SEO) in order to conduct internet marketing. The SEPO strategy used by L'Oréal involves taking reviews of customers on their website and making effective analysis on the strategies by conducting extensive research of cosmetic industry. By using this researches method, they will be able to take decisions on the market trends and customer perception. Operational strategies can be improved ion order to deliver quality services. For the purpose of advance booking, they can offer Pay-Per-Click (PPC) to the customers. PPC provides help the firms in doing advertisements the texts, images and videos on search engines such as Google, Yahoo. It gives a very good advantage that the outcomes appear look exactly like natural search results (Simon, 2000). Additionally, firms can also promote their beauty and cosmetic products by using target emailing as it involves less cost and time. It is a very cost effective tool of marketing which also can approach a larger number of customer group at one time if properly used. In addition to this, L'Oréal can use social a media marketing tool for promoting its products. By effective use of social media marketing, firm will be able to approach large number of customers for conducing its promotional activities.

Secondary market research

Market Share The body shop is one of the biggest cosmetics company which has its business in almost 65 countries. It has almost 322 types of different products and have good business in worldwide.

Market Size : The market size of the L'Oreal is very large as it operate in all the countries of the world. Recently, the L'Oreal has acquired body shop which was among its rivalry firms at one time (Hall and et. al., 2008).

Distribution Channel : In terms of promotions, company generally follow social media marketing, print media marketing and marking campaign plans.

Customer Expectations : As per customers, the product of the company are delivering good quality but prices are extremely high in comparison to its competitor's products (Barrett, 2006).

Designing of online survey for Body Shop organization

1) Which age group do you belong?

  • 15-25
  • 25-35
  • 35-45
  • 45-55
  • 55 Above

2) Gender

  • Male
  • Female

3) Have you ever shopped at the L'Oréal ?

  • Yes
  • No

4) How would you rate our customer services?

  • Excellent
  • Good
  • Average
  • Awful

5) Indicate the type of product that you have purchased from L'Oréal within the past one year

  • Bath
  • Skin care
  • Make up
  • Hair products
  • Body products
  • Fragrance

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Data Collection, sampling and analysis : The main objective of this research was to analyze level of satisfaction of the products offered by the L'Oréal. To assist this objective random sampling method has been taken due to the large population. It will provide relevant information regarding taste, priorities of customers and their buying behaviour (Vaiman, Scullion and Collings, 2012). Online questionnaire will be made and it will be sent to the chosen sample size of approx. 100 people. Data collected by using online questionnaire will be analysed to understand the marketing trends in cosmetic industry.

Use of Electronic Customer Relationship Marketing (CRM)

Electronic CRM (e-CRM) is an electronically managed subset the customer relationship marketing which involves all areas which are related to the management of relationships with customers by making effective use of information technology (IT).

Uses of E-CRM in L'Oréal group :

  • E-CRM involves the wide range of information technologies which is used to assist a company's CRM strategy.
  • It manage the diverse relationships with its customer effectively so that they could be satisfied.
  • By using e-CRM firms can Communicate with all customers individually without wasting much time (Liao and Cheung, 2011).
  • It also analyze the effect of e-CRM system on customer loyalty and satisfaction.
  • It shows the affect of relationship marketing practices to customer retention and acquisition
  • E-CRM serves its customers with a faster speed and in effective manner so that their queries can be solved on time and they can be satisfied at a fast pace and as effective as possible (Barrett, 2006).
  • This ensures a strong connection and creates a link between technology, process, and business activities with the customer.

Internet marketing plan of L'Oréal :

Define customers : It is a very essential part of the business to define its customers and set target markets in order to gain maximum number of customer to the business. It develops a unique selling idea by making effective use of the promotional plans. If the customer are defined by the enterprise well, then it will provide help the business in identifying the target customers and reaching them (Hall and et. al., 2008).

Choose targets : The most effective marketing plan involves a coordinated trials by several websites, venues and web pages that are visited by clients. While selecting a method among all various methods are taken in account such as social media network, blogs and newsletter (Simon, 2000). The factors are also considered like traffic, search engine placement, external links, types of messages and quality of ads while choosing targets.

Check Out Pay-Per-Click : It is among the most suited consideration while selecting a marketing campaign. If the advertiser is new to pay-per-click, discover to places which allow him to set limits on daily expenditures.

Monitoring conversion rates : It determines what an advertise wants to measure by the use of marketing campaign like newsletter and sales volume. A conversion rate is a number of click-through which is used to execute target measurement (Vaiman, Scullion and Collings, 2012). If the close monitoring of conversion rates is analysed, it will quickly entails the marketer that what should be going to work and what should not be going to work.

Action : In this phase, a spreadsheet and document is created which will enter in all sites and venues which record the data and it is very useful in Internet marketing campaign.


The report has been covered various aspects related to the online marketing in order to gain extensive knowledge on the same. The study also discussed important information related to the tools of social media marketing like PPC, SEO and podcast. It is concluded from the above research that L'Oréal can achieve several benefits to capture the wide market share. The study focuses on the use of interactive order processing concept which important for customers while shopping online. A online marketing plan also has been developed for L'Oréal to meets its marketing objectives.


  • Bandyopadhyay, S., 2001. Competitive Strategies for Internet Marketers in Emerging Markets. Competitiveness Review: An International Business Journal.
  • Barrett, J.D., 2006. Strong communication skills a must for today’s leaders. Handbook of Business Strategy.
  • Danaher, J. P. and Rossiter, R. J., 2011. Comparing perceptions of marketing communication channels. European Journal of Marketing.
  • Dave, C., 2008. Internet Marketing: Strategy, Implementation and Practice. Pearson Education India.
  • Dziri, R., 2013. Avoiding Strategic Drifts in a Hypercompetitive Market. GRIN Verlag.
  • Ferrell, O. C. and Hartline, M., 2012. Marketing Strategy, Text and Cases. Cengage Learning
  • Hall, D. and et. al., 2008. Business Studies. Harlow: Pearson.
  • Hawkins, D. and Mothersbaugh, D., 2009. Consumer behavior building marketing strategy. McGraw-Hill.
  • Hill, C. W. and Hernández-Requejo, W., 2011. Global business today. McGraw-Hill/Irwin.

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