Professional Documents
Culture Documents
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Contents
CHAPTER 1: INTRODUCTION....................................................................................... 5
1.1 Introduction.......................................................................................................... 5
1.2 Purpose of the study............................................................................................. 5
1.3 Problem Statement of the research......................................................................6
1.4
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Table of Figures:
Figure 1: Dependency theory on print media................................................................................14
Figure2: McLuhans digital media theory.....................................................................................20
Figure 3: Total numbers the candidates employed........................................................................31
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Table of Tables:
Table 1: Total number of years the employees is working............................................................30
Table 2: Determining the gender of the respondents.....................................................................32
Table 3: Types of print media tools in order to form LOreals corporate identity........................33
Table 4: Benefits of using print media...........................................................................................34
Table 5: Adversities that LOreal faces by the usage of print media tools....................................36
Table 6: Types of digital media tools that LOreal uses to form corporate identity.......................37
Table 7: Types of social media tools that LOreal adopts..............................................................38
Table 8: Advantages that LOreal enjoys in applying social media...............................................39
Table 9: Challenges that the company experience by applying social media tools.......................40
Table 10: Effectiveness of social media over traditional media tools to enhance corporate.........42
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CHAPTER 1: INTRODUCTION
1.1 Introduction
The researcher attempts to study the importance of media in promoting the products in the local,
international and global market. Thus, the researcher conducts a comparative study on the usage
of print and digital media by LOreal in promoting its wide range of beauty products across the
globe. As Evans (2010) states, promotion is one of vital aspects of marketing mix, thereby
making the potential customers as well as the already existing customers about the wide range of
products that a firm offers. Effective promotion helps organisations to attain a high rate of sales
as well as profit figures. However, modern critics like (vSimorov'a and Repavsov'a, 2012) argue
that apart from making monetary profits, appropriate promotional tools contribute in building a
strong corporate identity for a particular brand. Since the incorporation and application of
effective media tools like digital media print media stand out to contribute in conducting
sustainable business processes, therefore the researcher works on LOreal in understanding the
contribution of print media and digital media in helping to developing corporate identity.
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al. 2008), therefore the purpose of this research is to find out whether LOreals marketing
strategies are effective enough.
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the fashion magazines in order to make people aware of the wide and fine range of products that
they introduced in the market. However, in accordance to the opinions of modern researcher like
Zarrella (2010), print media is not able to make an extensive range of people conscious about
their products. Moreover, they criticize print media, thereby arguing that they serve as a one-way
communication with the potential customers because only the companies are able to provide
their views or opinions in promoting the products.
Thus, as modern critics like Kostamo and others (2013) move on to add that digital media serve
appropriate ways in building corporate identity for the firms. It is with the development in
technology that the business world makes use of television in advertising their products, thereby
using audio-visual aids, which undoubtedly produces more effect on the potential customers.
Moreover, different campaigns done by various television channels may put forward the opinions
of the already existing customers, which in turn influence the potential customers in deciding
whether to purchase the products. Moreover, it also serves effectively in making publicity for the
organisation (Melewar, 2008). With the upgrading of technologies, at present, the business world
makes use of the social media marketing strategies, such as promotions through social
networking sites like Twitter, Google Plus, Face-book, Instagram and Linked In. These sites not
only help in advertising the products but also in allowing the customers to share their
experiences online (Kent and Leaver, 2014). Thus, the researcher explores through the role of
both, the print media and the digital media in contributing to build a corporate identity.
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make use of too much media based strategies to establish its position in the business
environment.
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What are the effectiveness of the role of digital media and print media in building
corporate identity for LOreal?
What are the challenges that LOreal come across in building corporate identity with the
help of digital and print media? What are the recommendations that can be suggested to
them?
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In the initial chapter, the researcher introduces the research topic along with the rationale of the
topic, purpose of doing this study, and the background of the research. The researcher also
introduces the concerned company on which the research is carried out so that adequate
information is gained on the company. Apart from that, this chapter also contains the significance
of the research, its aim, objective and questions
Chapter 2 mainly comprises the literature review that the researcher attains from the secondary
research. The researcher delves into various books and journals in order to gain information like
theories, concepts and models in context to the contribution of print media and digital media in
acquiring brand identity.
The third chapter consists of the research methodology that focuses on the research procedures
with the help of which the researcher can better understand the topic and gather information
pertaining to the research. Appropriate choice of the research philosophy, design, and research
approach helps in conducting the study effectively and collecting adequate and suitable data.
The fourth chapter consists of the analysis and the interpretation of the data that the researcher
collects by applying appropriate data collection methods and techniques. The data that the
researcher gathers based on the quantitative as well as the qualitative research and data collection
methods contributes in helping the researcher in understanding the role of print and digital media
in building corporate identity.
Eventually the last chapter concludes the dissertation, thereby providing an overview of the
entire research including the research outcome. It even attempts to link the objectives in
accordance to literature review and the primary research findings in order to see the extent of
success of the research. Eventually, the researcher also produces a list of recommendations that
LOreal can adopt in order to build a well-built corporate identity.
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2.1 Introduction:
The implementation of print media and digital media is an important factor that leads a
sustainable business process. To develop the business process in current competitive market
scenario, print media and digital media plays as effective tools to contribute the product
promotion and customer awareness. Hence, Organisation like LOreal develops their business
process with the help of print media and digital media.
Literature review deals with the theoretical knowledge that assists to identify the gaps related
with the research topic. Fundamentally, those gaps help to carry out a critical discussion of the
areas not researches so far. In order to fulfilment those gaps, further research carries out to
understand comparative study between the role of print media and digital media to an
Organisation which is LOreal. In this way, the gaps suggest that print media and digital media
works as resources to the business development process. The research will be how the company
LOreal uses both print media and digital media for its business purpose. This literature review
will not discuss much about the company. The focus will be on the print and digital media.
Print Media
Brochures
Coupons
Magazines
Newspaper
Professional Journal
COMPARISON
Digital Media
Radio
Television
Social Media
(Facebook, Twitter, Blog, Micro blog)
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Casual observer
Active selector
Selective exposure
Dependency activated at the time of exposure
No activation of dependencies
Relevant dependencies
Cognitive arousal
Affective arousal
Better involvement of cognitive, affective and behavioural affects from the media
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Hence, the individual involves to the information processing for his present attraction. In this
way, media can change the individuals behaviour that assists to gain better involvement.
Hypodermic model:
The hypodermic model suggests that print media pushes some message to the individual that
attracts them to get the product or service. Essentially, the receiver can affect with this message
as receiver is more dependable on media. The concept of current market customer is that the
media provides better information about a good product or service. Hence, the organisation can
achieve their development with the help of hypodermic model (Rothschild, 2009, p. 27) suggests
that, customer mostly understands the words and presentation of the media that assists to express
an intension to the product or service.
Social responsibility theory:
Print media follows social responsibilities theory as it generates some different types of ideas.
According to Fridrich (2010, p. 144), people has a social responsibility to spray every
information to the society, as everyone has a right to deserve information. Hence, print media
takes a lead role to deserve the social responsibilities. However, Rothschild (2009, p. 31) argues
that, print media provides information not only earning purpose but also it carries a social
responsibilities.
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article couple of time that cannot possible at TV or radio. While the reader has not more time, he
can read the key points within a short period of time. Hence, print media provides unlimited
publicity of a product or service.
Non-intrusive: TV and radio works as intrusive as their advertisements sometime disrupt the
follow of the programme. In this way, print media gets huge advantages to continue the flow of
advertisement. Therefore, people can attract in this way as they completely gets the information
about a product or the service.
Target marketing: Print media develops the target market. Fundamentally, the reader can gain
some marketing knowledge with the help of continue reading. Hence, developing awareness of a
leader can suggest developing his intension for a selected product or service. As a result, the
company can achieve a target market that demands a sustainable growth of the company.
Coverdale et al. (2009, p. 700) generates an idea that, target market can achieve with the random
flow of print media that assists to gain customer attraction and motivates to purchase the product
or service.
Loyal readership: Print media develops a long term relationship with the reader. Within a city
the reader fully attaches with some selected newspaper and service. As a result, the reader can
gain more knowledge from the newspaper or magazine. In this manner, the reader can be grateful
to the service.
Position flexibility: The advertisement printing place is an important factor as people read
attractive place of a newspaper or magazine. Hence, positioning of the advertisement provides
better information to the customer. In this way, cover page or back page of the newspaper or
magazine address more flexible position. Hence, a company can gain more suitable situation if it
uses particular flexible position.
Budget planning: The print media provides different types of space structure. As a result,
company can able to implement their budget strategy regarding advertisement. In this manner,
company prints their advertisement according to the market requirement and to deserve the
customer attraction.
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Better information: The Company provides its information to the target audience. As a result,
customer can gain better information in this way. In need, while company observes that the
information will provide in detail, they can implement brochures. Providing brochures help to
spray more information about a product or service (Kohli, 2010, p. 48).
However, according to current competitive market structure the company tries to develop with
print media for better business development process. Therefore, print media is an important
content that leads an organisation to achieve organisational objectives.
2.5 Challenges:
Update technical system and modern society throws wide range of challenges to the print media.
Basically, internet generation tries to attach with digital technology. As a result, print media
becomes too weak to deserve its stability. However, the challenges of print media can implement
in this way.
Declining readership: Current people tend to develop with the help of digital system. As a
result, they do not wish to read newspaper or magazine. In this manner, the readership decreases
day by day. As print media fail to attract young generation, it can be huge challenge to them.
Nazarova (2012, p. 39) suggests that over 52 ages people read newspaper at only 44% where
within 25 years age young generation uses it at the range of 4%. Hence, newspaper and print
media fails to develop its new market structure.
Lost revenues: Loosing readers address to decrease income. As print media loses its interest
among the customer, the income part decreases rapidly. The outlets collapse itself according to
low income structure. As a result, few of interested customers cannot buy the newspaper or
magazine. The print industry also faces huge challenges according to lost revenues.
Long-term survival: The print media industry survives with low profit income since couple of
decades. As a result, the outlet owner collapses their business. In this way, print media is unable
to reach to the common people. As a result, people become interest less on print media. The
long-term survival invites some print media industry to cease them (Schafer et al. 2014, p. 168).
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Cash flow: The print media industry is unable to maintain cash flow process. In these days, high
price of every goods suggest to increase the production cost where earning of print media is too
short. As a result, the industry faces wide range of challenges.
Cost control dilemma: The print media industry is unable to control its cost. Employees
demand and government policies widely affect print industry. As a result, print media faces huge
challenges.
Digital growth: Rapidly growing up of digital media throws huge challenges to the print media.
Current market totally develops with digital media. As a result, print media becomes hopeless.
Fundamentally, modern cultural tradition tries to throws old generation system and develops with
new technology. In this way, print media is unable to deserve the intension of the customer.
Global ambitions: The global industry used print media to continue the business process that
demands lots of time factors. In these days, internet system provides short time information
sending way. As a result, the industry leaves print media and adopts with the digital media. Kohli
(2010, p. 43) argues that, global market strategy needs too short time to develop, so print media
stays far behind of digital media.
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product or service. Hence, television develops its marketing strategies with the help of proper
presentation.
Social media: Current era widely depends on the internet system. Hence, people try to develop
them with social media structure. Social media uses as a tool with the help of internet system that
interact people to share their personal or business information from any part of the world
(Hutchins and Rowe, 2009, 52). Therefore, social media can be an effective tool to advertise the
business process. In this manner, social media works with various types of identity to develop the
business promotion.
Blog: The social media runs with blog posting. The user can post his ideas or product or
service. In this manner, companies try to post the blog that helps to send the message to
its every user.
Micro blog: Micro blog is update version of blog. In a micro blog, a user can share short
text updates. Customer dislikes reading a huge length of article. Hence, micro blog
deserves effective advertisement strategies.
Facebook: The companies generate an official page at Facebook. In these days,
Facebook becomes most popular social media. Lots of people spend their time. Hence,
companies try to push their status update related with any product or service. Beside
this, thy can upload videos or images. As a result, advertisement process can start
within fraction of second.
Twitter: Company shares their view that related with the product or service. In this way,
customer knows those sharing information of the company. As a result, the advertisement
process can generate with the help of twitter.
Pinterest: The user can share their image, videos etc. In this way, an organisation can
develop their advertisement strategies that will suggest inviting the customer. The user
creates board that interacts other members. Sending pin to the customer will be
helpful to the company for advertisement process (Renwick and Lamb, 2011, p. 134).
Google+: The social media invites google+, where user can post and share opinion,
image and videos. In this way, other user can observe that. As a result, company
generates their account in googl3e+ and develops the product or service advertising
strategy.
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REVERSES INTO
ifies, enhances some human capacitybodyWhen
part, pushed
previoustomedium,
extreme emotions
reverses into opposite intension.
RETRIEVES
Retrieves experience or medium from past
OBSOLESCES
Makes an older medium obsolete
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the combined forms of video and text, audio and text, image and text etc. As a result of this great
advantage, the advertisements can easily attract the attention of the audience (Barni, 2011, p. 39).
Thus, with the advantage of versatility, the basic purpose of advertisement (to attract the
audience) can be fulfilled successfully.
Transformability: transformability is the other great advantage provided by digital media.
Using digital media, the marketers are now able to present the contents as per the choice of the
customers. In a printed advertisement, a customer cannot magnify the font size if he has poor
eyesight (Renwick and Lamb, 2011). This problem is successfully sorted out with the effective
use of digital media. Contents which are displayed in an e-commerce site of a company can be
represented in various ways as per the choices of the users. The visitors can change the
appearances of image or text; adjust display brightness and sounds and many other things.
It can be networked:
A piece of digitally stored content can be linked to other relevant contents. If the customers need
any background knowledge or meaning of a particular word, embedded hyperlinks provide an
easy solution to them. With the help of those hyperlinks, the users can easily access dictionaries
for understanding meaning of a certain word (Gilmore, 2012).
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Security issues:
It is very important for the business organisations to secure their web pages form the hackers.
Hacking is the greatest threat to the internet users. In the virtual world of the internet, not even a
single data is secured. The content of the website can be changed by a hacker. This will affect the
customers of that organisation in a negative way. Therefore, it is very important for the
organisations to be aware of the security issues and take necessary steps to protect the data. Due
to the security risk, many of the customers are against the online transaction.
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Market demand: Current market structure totally depends on digital media. Customer wants to
takes all business information with the help of digital media. Hence, print media becomes
hopeless day by day (Klinger, 2013, p. 721).
However, the comparison between the print media and digital media represents that current
business structure runs with urgency and time factor. Hence, digital media takes a lead role to
implement the business advertising strategy.
2.10 Conclusion:
The advertising is best way that implements the market strategy for a sustainable product or
service development process. Fundamentally, marketing process invites product promotions. In
this way, print media and digital media can take an important role for the product development
process. The print media provides cost advantages to the company. As a result, company
develops their product development strategies with the help of print media. According to
dependency theory, print media attracts people by offering some product or service. Similarly,
hypodermic model suggests that media pushes the message to aware the customer. The social
responsibility theory suggests that, everyone has the right to reserve the information. As a result,
business development process rapidly generates. In the other hand, digital media takes less time
for the product promotion. Beside this, digital media generates different types of resources that
can attract people. McLuhans theory suggests that, media provides cultural consideration that
invites the business development process. The second media age theory considers that, the
cultural factors influences people to make a connection with digital media. The social network
theory suggests that, the individual can continuously connect with each other through network
system. In current market scenario, the attraction presentation helps to earn customer attraction.
As a result, digital media becomes too popular during the advertisement process. The researcher
has selected the company called LOreal as case study. From next chapter onwards which is
chapter 3 methodology the researcher will discuss how the company LOreal deals with both
print media and digital media.
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3.1 Introduction:
Research is the scientific method by which the researcher tries to prove a theme with the help of
systematic investigation. According to Cameron (2009) in this chapter the researcher does not
mention actual result of the research process, rather the researcher explain the approach by which
he or she gets the step to reach the actual solution. Therefore, the researcher should choose
appropriate research philosophy, research approach, research strategy in order to accomplish the
research project and accumulate the conclusion. With the purpose of collecting, the relevant data
regarding the research topic the researcher has done data collection method after selecting the
persons who have ability to provide relevant data. The researcher gets a finite time to accomplish
the entire research progression under ethical consideration (Cooper and Schindler, 2010).
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corporate identity so the topic is business related. In this context, the researcher collects the data
and without any manipulation applies in data analysis method to get the solution.
3.2.3Research strategy:
The researcher has chosen the questionnaire survey strategy for conducting the quantitative data
collection method. In addition, for qualitative data collection method, the researcher has chosen
telephonic interview and face-to-face interview although the researcher thinks that the face-toface interview is more effective than telephonic interview.
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getting general idea regarding the research topic. However, the researcher would like to make
awareness regarding the present scenario of the research topic so the researcher has designed the
primary research process. Following the secondary data collection method the researcher
accumulates data from published books, journals, websites etc., whereas following the primary
data collection method; the researcher has collected data directly from resources (Truscott et al.
2010). As these data are not published before, so those are called primary data.
3.3.2Qualitative and quantitative data collection method:
Quantitative data collection method is the process by which the researcher collects numerical
data. The researcher chooses some people and distributes close-ended questionnaire. After a
certain period, the researcher accumulates the feedback from those respondents. After
accumulating the information, the researcher represents those data with the help of different
chart, graph and table to compare the present scenario with past scenario. Apart from that with
the help of statistical calculation, the researcher tries to understand the entire scenario (Bryman
and Bell, (2011).
The researcher has chosen 50 employees of the LOreal Company in order to accumulate the
information regarding the research topic and distributed the questionnaire to them. After
collecting the feedback, the researcher is able to use 45 feedback form as sample because the
researcher needs entirely filled questionnaire otherwise the researcher will not able to calculate it
statistically.
3.3.3Qualitative data collection:
In order to colleting the comprehensive information, the researcher has designed to conduct the
qualitative data collection approach. As the research needs descriptive information regarding the
research topic, so the researcher has chosen those person who have personal experience and
knowledge regarding the research topic. After choosing the effective persons, the researcher
takes interview face-to-face or telephonic mode and collects the data (Crouch and Pearce, 2012).
In the course of this qualitative data collection method, the researcher gets more knowledge that
is relevant to the research topic.
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Conducting the qualitative data collection method the researcher has chosen 5 marketing
manager of the LOreal organization and collected data through face to face interview process.
3.4 Sampling technique:
Following sampling process the researcher chooses the people for accomplishing the data
collecting method. Generally, two types of sampling methods such as probable sampling and
non-probable sampling are used for data collection method. Conducting quantitative data
collection method, the researcher follows the non-probable sampling and selects the people
through random selection. Thus, there is an equal chance to every person to participate in the
research study. Thus, Harrison and Reilly, (2011) opined that, accumulating data from
quantitative research method is more balanced. On the other hand, the researcher uses probable
sampling process and chooses the participants in systematic way. Therefore, the researcher has
chosen the persons for qualitative data collection method who have personal experience. Besides,
the research should take permission from the organization LOreal as the researcher wants to
conduct the research on that organization.
The researcher when distributed the questionnaire, then he or she uses Likerts scale ranging in
order to get better details.
The researcher has chosen 45 employees from the organization to accomplish the quantitative
data analysis process whereas 5 managers are chosen for qualitative data collection method.
After collecting the data from quantitative data collection method, the researcher has calculated
statistically. Then, with the intention of gaining knowledge and match the objectives the
researcher has used MS excel for analysing the numerical data (Cameron, 2009). The researcher
has calculated the data in percentage form to compare the present scenario with the past scenario.
The researcher uses those data without any manipulation and with the help of graphical
representation analysis the issues. After analysis the data the researcher tries to identify that is the
collected data is able to achieve the objectives or not.
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As the researcher has collected the comprehensive data from the qualitative data collection
method, so after proper analysing of those data the researcher is able to gain knowledge those are
more enriched (Crowther and Lancaster, 2012). As the data are collected from 5 marketing
managers of the LOreal so the accumulated data will be different in nature. Thus, the researcher
compels to analysis the qualitative data amore carefully.
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4.0 Introduction
In this particular chapter, the researcher evaluates and discusses the data that have been obtained
with the help of the primary research methods. Since the researcher collects data by using both
the primary research methods, i.e. quantitative and qualitative methods, therefore it is important
for the researcher to analyse the collected data from each of the methods. It is to be noted that the
researcher obtains numerical information from survey questionnaires that have been distributed
to 50 employees of LOreal, out of which 45 come up with their opinions. It is then the
researcher transforms the data into percentages and demonstrates it in the form of graphs. On the
contrary, the researcher obtains the qualitative data by interviewing 5 marketing managers and
experts of LOreal with the help of semi structured questions. The researcher then evaluates the
opinions of the managers. The literature review or secondary research that the researcher
presents in chapter two is taken into account while evaluating the findings.
4.1 Part A:
No. of candidates
12
Total Candidates
45
Response%
26.67
25
45
55.55
8
45
17.78
Table 1: Total number of years the employees is working
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Working tenure
55.55%
26.67%
17.78%
0-2 years
3-5 years
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No. of respondents
Total Respondents
Response%
20
45
44.44
25
45
55.55
Table 2: Determining the gender of the respondents
Male
Female
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Q3) Which of these print media tools the company uses to establish its corporate identity
can be more effective over digital media?
Options
No. of candidates
Total candidates
Response%
Brochures
12
45
26.67
Magazines
18
45
40
Newspapers
8
45
17.78
Professional journals
7
45
15.56
Table 3: Type of print media tools in order to form LOreals corporate identity better than
digital media
Type of print media tools that establishes LOreals corporate identity better than digital media
40%
27%
18%
Brochures
Magazines
Newspapers
16%
Professional journals
Figure 5: Type of print media tools that establishes LOreals corporate identity better than
digital media
Findings and Analysis
In context to Table 3, 40% of the candidates believe that the usage of magazines is an effective
print media tool to establish corporate identity. However, 26.67% respondents support brochures
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as an important print media tools to form brand identity. Application of professional journals and
newspapers also stand out as quite significant print media tools, thereby attaining the support of
8% and 7% support of the respondents, respectively.
Thus, it is evident from the above data that fashion based magazines serve their effectiveness in
building corporate identity for LOreal in comparison to the digital media. Digital media tools
tend to incur costs, for instance, internet costs, costs of purchasing electronic equipment, such as
computers, television and radios, which tend to be higher than the costs involved in purchasing
fashion oriented magazines. Moreover, the magazines serve the purpose of updating customers
with the latest products and their importance. However, it seems that LOreal does not promote
itself much with the help of newspapers or professional journals.
Q4) What do you think are the advantages of using print media over digital media?
Options
No. of respondents
Total
number
of Response%
respondents
Unlimited Exposure
18
45
40
Targeting the masses
20
45
44.44
Loyal readership
7
45
15.56
Table 4: Benefits of using print media over print media
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15.56%
Unlimited Exposure
Loyal readership
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Choices
More
No. of candidates
inclination 18
Total candidates
45
Response%
40
45
45
26.67
33.33
communication
Table 5: Challenges that LOreal faces by the usage of print media tools rather than digital
media
33.33%
Figure 7: Challenges that LOreal faces while applying print media tools rather than digital
media
Findings and Analysis
As per Table 5, 40% of the respondents suggest that one of the major challenges that LOreal
faces is more preferences towards the usage of digital media. Even 26.67% of the respondents,
point out that the decline in the readership is also a challenge for LOreal. Nonetheless, 33.33%
candidates indicate that one-way communication is another primary disadvantage of print media
that LOreal faces.
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Thus, it can be analysed from the data that in the era of technological developments, people tend
to favour the usage of digital media so that they can they can attain audio-visual based
knowledge about the product. Hence, this also leads to a decline in the readership percentages.
Since LOreal uses print media over digital media at times, it has found to lose on some of its
readership base. Moreover, digital media tends to provide open communication between the
company employees or executives, thereby answering to the queries whereas there is no scope to
provide feedback promptly or get answer to queries.
Q6) What are the digital media tools that LOreal uses over print media to build corporate
identity?
Options
No. of respondents
Total respondents
Response%
Radio
10
45
22.22
Television
10
45
22.22
Social media
15
45
32.66
Official website
10
45
22.22
Table 6: Types of digital media tools that LOreal uses over print media to form corporate
identity
Kinds of digital media tools that LOreal applies over print media to establish corporate identity
32.66%
22.22%
22.22%
Radio
Television
22.22%
Social media
Official Website
Figure 8: Kinds of digital media tools that LOreal uses over print media to establish
corporate identity
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Q7) What are the social media tools that LOreal uses over print media to share its business
information?
Choices
No. of candidates
Total
number
of Response%
candidates
Blog and Micro-Blog 5
45
11.11
Linked In
18
45
40
Face-book
5
45
11.11
Twitter
10
45
22.22
Others
7
45
15.56
Table 7: Types of social media tools that LOreal adopts instead of print media
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Kinds of Social media tools L'Oreal adopts instead of print media sharing business information
40%
22%
16%
11%
11%
Face-book
Others
Figure 9: Kinds of Social media based tools that the company adopts instead of print media
Findings and Analysis
In accordance to Table 7, 40% of the candidates opine that Linked In is the mostly used social
media tools, whereas 22.22% respondents consider face-book as effective. On the contrary, blog
and micro-blog, and Twitter bags in the support of certain staff (about 11.11% each).Hence, it is
found that LOreal makes an extensive use of the social media tools, such as the social
networking sites can help in sharing business information and building appropriate corporate
identity. In fact, the responses highlight that LOreal makes maximum use of Linked In and Facebook in order to connect with people and share business related data on a large basis.
Q8) What do you think are the advantages of making use of social media rather than print
media?
Choices
Versatility
Transformability
Easily networked
Cost effectiveness
No. of respondents
Total
number
15
10
10
10
respondents
45
45
45
45
of Response%
33.33
22.22
22.22
22.22
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Table 8: Advantages that LOreal enjoys in applying social media over print media
Versatility
22.22%
22.22%
22.22%
Transformability
Easily networked
Cost effectiveness
Figure 10: Benefits that the company enjoys by the usage of social media rather than print
media
Findings and Analysis
In regards to Table 8, versatility stands out as the most advantageous aspect of the application of
social media tools, thereby attaining 33.33% of the respondents support. On the other hand, it is
also to be noted that transformability, cost effectiveness and easily networked are some of the
benefits of the usage of social media tools. Hence, each of them receives 22.22% of respondents
support respectively.
Print media does not provide the versatility, opportunity to create network with community
members, and is not that transformable. Moreover, it is not that cost effective also. Hence, it is
because of these reasons social media is able to pull more people towards itself. Moreover, the
data also authenticates that a piece of work on the internet not only provides information but also
contain several hyperlinks at the bottom, with the help of which a customer can gain more
knowledge about LOreals products. It is also cost effective because it requires no investments
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as such. It is open as well as free for all. In addition, employees believe that social media tools
help in transforming the content, thereby adjusting the audio-visual settings of the content.
Q9) What are the challenges that LOreal faces in the use of social media rather than print
media?
Options
Negative
word
mouth
No. of candidates
of 18
Total candidates
45
Response%
40
45
45
26.67
26.67
and
recommendations
Poor product reviews 12
Negative
brand 12
ratings
Security issues
3
45
6.67
Table 9: Challenges that the company experience by applying social media tools over print
media
26.67%
6.67%
Figure 11: Adversities that LOreal face by the application of social media tools instead of
print media
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No. of Respondents
Total
number
of Response%
respondents
Yes, to a large extent
28
45
62.22
Yes, to some extent
10
45
22.22
Not at all
7
45
15.56
Table 10: Effectiveness of social media over print media tools to enhance corporate identity
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Efficacy of social media tools over print media tools to develop corporate identity
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Yes, to a large extent
Not at all
Figure 12: Efficacy of social media tools over print media tools to develop corporate
identity
Findings and Analysis
In accordance to Table 10, it is visible that 84.44% of the respondents (62.22% agrees largely
and 22.22% to a certain extent) or employees agree that more usage of the social media over the
traditional media tools contributes in reaching out to the customers, thereby developing their
corporate identity. However, only 15.56% of the candidates disagree.
A maximum part of the targeted respondents supports the efficacy of the social media tools in
reaching out to the mass audience in order to build the corporate identity. In fact, it makes sure
that even the employees of LOreal are aware of the fact that since social media is cost effective
and a two-way communication, therefore more people get interested in making use of social
media to get connected. Thus, if companies like LOreal makers more use of social media tools
in comparison to the traditional ones, then it can help the company to increase its web of
connectivity, thereby building positive corporate identity.
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4.2 Part B:
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Q3) How can the use of digital media as compared to print media help to engage mass
consumers to develop brand identity?
One of the managers mentions social media as an effective way to connect with mass customers,
thereby categorizing social media as spectators, creators, critics etc. In fact, it is found in
this technologically developed era, consumers tend to communicate with their peer groups,
friends and relatives regarding their experiences. Hence, they act as carriers of brand identity.
Digital media communication strategies help to connect with the customers, thereby sharing of
ideas and exchange of information. Moreover, the LOreals customer service department
promptly addresses customers queries and complaints through digital media, which cannot be
impossible with print media tools. Unlike print media, digital media tools helps in updating
customers over social media regarding any fresh arrivals or the latest discounts on the beauty
items. LOreal also plans to come up with certain fun activities over social media with the help of
which the customers can win beauty items in the form of prizes in case they win the activities.
This tends to connect the customers with the brand.
Q4) What are the major challenges that the company faces in using digital media instead of
print media for enhancing brand identity?
One-way communication is the problem, as the marketing managers and market analysts opine,
that LOreal faces with digital media such as putting up advertisements on television and radio.
Thus, company is unable to get any form of feedback from the audience. This is turn also
dissatisfies the audience at times. On the other hand, even the social media tools introduce a
challenging situation for LOreal at certain situations since it is not scalable. It tends to be
difficult for the staff of the media-marketing department to stare and follow each tweet of the
customers.
One of the managers even indicates that earlier brand marketers used to possess the power to
circulate information about the products. However, at present it is with the recent technological
and social media developments that a consumer is only a click away from circulating their
viewpoints about the products. However, certain customers tend to post exaggerated stories,
spread negative word of mouth and circulate fake reviews extensively and the brand marketers
remain as mere observers. Thus, it is a challenge for LOreal to handle such situations.
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4.3 Conclusion
On the completion of this chapter, it can be indicated that the researcher successfully analyses the
data that has been obtained by quantitative and qualitative methods. The quantitative data that the
researcher obtains from the employees of LOreal informs the researcher about the effectiveness
of digital media, especially social media over print media. The analysed data also presents the
advantages and the challenges that LOreal faces while using both in order to which one is better.
Moreover, the qualitative data that the researcher gathers from the marketing managers
substantiates the fact that in order to pace up with the modern competition and build up a
positive brand identity, LOreal prefer undertaking effective social media promotional strategies
instead of the print media and other digital tools.
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5.0 Conclusion
In this particular chapter, the researcher sums up the entire research, based on the findings that
primary as well as the secondary research provides. The researcher finally links the research
objectives with both, the findings of primary research and literature review in order to find out
the extent of success in conducting the research. Eventually, the researcher provides certain
recommendations to the managers and experts of the marketing department of LOreal in order to
make effective use of social media tools along with proper print media and digital media tools
also in enhancing its corporate identity. This chapter also contains the restrictions that the
researcher faces while working on the dissertation. Nonetheless, the researcher even states the
extent to which this specific research has a scope to be worked on, in future.
5.1.1 To critically examine and understand the contribution of print media and digital
media in constructing and promoting a strong brand name
Empirical findings obtained by the researcher suggests that print media tools as well as digital
media tools help in building a strong and positive brand name for a company. Print media tends
to attain a loyal readership to a particular company. In accordance to the information that the
secondary research presents, print media tools have been used by most of the companies down
the ages to advertise their products, thereby building a corporate identity. Moreover, it is because
of the technological development that the print media tools such as magazines and brochures
have become more attractive looking along with their informative content. With the passage of
time, the emergence of digital media tools, such as television and primarily the social media
contributes in upholding the positive aspects of the companies products and services and the
experiences of the already existing customers. In addition to it, secondary research also reveals
that, the usage of print media and digital media primarily helps in differentiating the products
from the competitors. It helps the audience to determine and decide the products of which of the
companies best satisfies the needs and preferences of the audiences.
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5.1.2 To critically evaluate the effectiveness of the role of digital media and print media in
building corporate identity for LOreal
In accordance to the responses of the employees (quantitative data) as well as the marketing
managers (qualitative data) of LOreal it is evident enough that, LOreal does make an effective
use of the print media tolls as well as the digital media tools. In case of print media, LOreal
advertises its products in the allure magazines and other fashion-based magazines. In fact, the
beauty experts tend to provide beauty tips to both, men and women for enhancement of their
beauty. Moreover, they also attend to the queries of various customers with beauty-oriented
problems, which are published in the magazines in the FAQs section. This helps in building a
positive customer brand relationship, which in turn helps in building corporate identity. As the
managers state, the marketing staff of LOreal distributes leaflets and brochures in shopping
malls and other public visits and puts up hoardings on streets in order to make more people
conscious about the products. LOreal also advertises its products in certain newspapers so that it
is able to obtain a wide customer base. In fact, as secondary research indicates that newspapers
stand out as one of the cheapest sources of information provider under print media, therefore it is
evident that LOreal does not want to lose on the customers who mainly focus on newspaper
readings. Along with newspapers, LOreal also uses business journals in promoting its products.
However, it is done on a limited amount (as the primary research suggests that only 15.56% of
the employees agree of the effectiveness of business journals).
However, since LOreal is aware of the fact that it is necessary to reach out to more customers in
present times, therefore it lowers the usage of print media at present, thereby making use of the
digital media tools like television, radio and social media marketing tools. The marketing
managers of LOreal are aware of the fact that radios tend to be portable, because of which
advertisements on radio can reach out to audiences even when they are travelling or when there
is a power-cut, (battery-oriented radios). The attractive audio-visual advertisements on television
lure the audience towards the products, thereby building a corporate identity. Even the social
media sites contribute in promoting the products and the feedback of the already existing
customers. As the managers suggest, LOreal makes an extensive use of Face-book, Linked In
and Twitter as well as blogs to share information about the products as well as the experiences.
The employees whom the researcher chooses for surveying also substantiate this fact. Even
literature review substantiates that digital media provides easily understandable and attainable
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information. The managers of LOreal also reveal that they form contracts with celebrities in
order to make celebrity endorsements to make the audience get attracted towards the latest
products.
Thus, it is evident enough that print media and digital media contributes largely in constructing
LOreals brand name. On one hand, print media helps LOreal in attaining a loyal readership as
well as provide unrestricted exposure. On the other hand, since digital media is versatile in
nature therefore it helps in presenting the audience with audio-visual advertisements. In fact,
social media tools help LOreal to promote its products in a cost effective way, since it hardly
involves any finances (except for the internet connection expenses).
5.1.3 To find out the challenges that LOreal faces while using print media and digital
media and provide recommendations in accordance to them
Apart from experiencing a number of benefits of print media and digital media tools in building
up a positive corporate identity, there are certain challenges that LOreal faces, because of which,
at times it also leads to the formation of a negative corporate identity. As the researcher presents
the opinions of certain critics in the literature review section, in this era of technological
developments, the increasing inclination towards the digital media tends to reduce the interest
towards the advertisements on print media tools. This turn out to be a challenge for LOreal since
it leads to a decline in the loyal readership. In fact, even the empirical investigation (where about
40% of the employees consider inclination towards digital media as a threat for print media)
authenticates the above data. As one of the managers even indicates that, since people get to view
the product visually on screen and gain information it, they hardly show interest in flipping over
the pages of magazines. Moreover, as a considerate amount of respondents, agree print media
restricts in building a positive corporate identity as it provides mere one-way communication.
On the other hand, LOreal also faces certain challenges while using digital media tools, such as
television, radio and social media. Since radio provides only audible information, therefore it
cannot display the extent to which the beauty products beautify each of its users. Moreover,
negative word of mouth tends to spread pessimistic and adverse information about LOreals
products to not only peer groups, family and friends on local level but also at a global level. It is
evident from the empirical research that, with the use of social networking sites many customers
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tend to post poor product reviews. In fact the managers mentions that, at times some of the
customers tend to put up fake stories about their bad experiences, which in turn, produces
negative publicity of LOreals brand name. Data that the research obtains from the survey also
suggests that certain customers post negative brand ratings for LOreal. Since people across the
globe have access to these social networking sites therefore, as the managers, states it is obvious
that the negative publicity spreads like a forest fire.
Thus, on having linked the objectives with the information obtained from literature review and
findings, it can be concluded that even though LOreal makes use of both, print media tools and
digital media tools; however there are certain loopholes that still exist in the marketing
procedures of LOreal. Hence, a set of recommendations is noted down in the next section of the
chapter.
5.2 Recommendations
The researcher enlists few suggestions to the marketing department of LOreal based on the
challenges that it faces by using print media as well as social media in building positive
corporate identity.
5.2.1 Regularly update corporate activities on print / digital media
The managers and experts of LOreals marketing department should update its official website
and the magazines with information on a regular basis. It is to be noted that customers are hungry
for updated information and thus keep on looking for new content. In fact, they find existing
information as monotonous and boring. Thus, LOreal should come up with innovation such as
herbal-based products or natural beauty products and provide information and advertisements
about them on print media as well as digital media. With the help of such updates, LOreal will
be able to retain the customers in front of the screen for a long time. It should also provide
updated information on print media and digital media regarding the various trade fair exhibitions
in which it participates. Moreover, LOreals marketing department should also put up updated
information about the new offers and discounts at regular intervals. This will build interest
among the internet users to surf through the companys website as well as its social networking
sites to check the updates. Hence, it will contribute to LOreal in building a positive corporate
identity.
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fact, future researchers can also use this study as basic information in order to conduct a
comparative study of few more beauty-product selling companies and their usage of print media
and digital media in obtaining a strong corporate identity.
.
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APPENDIX
0-2 years
3-5 years
More than 5 years
Male
Female
Q3) Which of these print media tools the company uses to establish its corporate identity
can be more effective over digital media?
Options
Brochures
Magazines
Newspapers
Professional journals
Q4) What do you think are the advantages of using print media over digital media?
Options
Unlimited Exposure
Targeting the masses
Loyal readership
Q5) What are the challenges that LOreal faces by using print media instead of digital
media?
Choices
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Q6) What are the digital media tools that LOreal uses over print media to build corporate
identity?
Options
Radio
Television
Social media
Q7) What are the social media tools that LOreal uses over print media to share its business
information?
Choices
Q8) What do you think are the advantages of making use of social media rather than print
media?
Choices
Versatility
Transformability
Easily networked
Cost effectiveness
Q9) What are the challenges that LOreal faces in the use of social media rather than print
media?
Options
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Q10) Does the use of social media over print media help to reach mass audience to enhance
the corporate identity?
Choices
Part B:
Interview Questions
Q1) Which among the two, print media or digital media tools does LOreal use more to
establish its identity?
Q2) What are the promotional strategies that LOreal uses to enhance its current corporate
identity? Which one proves to be more effective?
Q3) How can the use of digital media as compared to print media help to engage mass
consumers to develop brand identity?
Q4) What are the major challenges that the company faces in using digital media instead of
print media for enhancing brand identity?
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