Direct Marketing L'Oreal

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16/11/2010

GROUPE ESC TOULOUSE

DIRECT MARKETING

« Lumino Contrast Shampoo »
Pauline Delubac Eléonore Perie Matthieu Caumel Jean-Luc Molero

Summary
I.   The briefing .................................................................................................................... 2   1.   Presentation of the activity  ......................................................................................................  2   2.   Quantitative and qualitative objectives of the DM   ...............................................................  3   . 1)   Quantitative objectives ............................................................................................ 3   2)   Qualitative objectives .............................................................................................. 3   3.   Target of communication  .........................................................................................................  3   1)   Address list ............................................................................................................. 3   II.   The Structure of the mailing ........................................................................................... 5   III.   The assessment ratios for the quality of the mailing ......................................................10   IV.   The Budget forecast of the operation including ..............................................................11   1.   Budget forecast  .......................................................................................................................  11   2.   Cost for posting and routing  ..................................................................................................  13   3.   4.   Price o 5.   6.    .................................................................................................................  13    .....................................................................................................................  14    ......................................................................................................................  14    .............................................................................................................  15  

V.   Telemarketing Script for appointment making................................................................15   1.   Identification.............................................................................................................................  15   2.   Greetings introduction:  ...........................................................................................................  15   3.   Identification.............................................................................................................................  16   VI.   ANNEXES .....................................................................................................................19   1.   Sources  ....................................................................................................................................  19  

  1  

I.

The briefing
1. Presentation of the activity

Professionnel is a brand belonging to with people Professionnel represented 14, 7

group. This brand is working only

Cosmetics  Branch:  2009  consolidated  sales  by  division Percentage  /  Consolidated  sales  ( million)

8% 15% Active  Cosmetics  (1,  234) Professional  Products  (2,388) 52% 25% Luxury  Products  (4080) Consumer  Products  (8,555)

L'Oréal  Paris . They are selling products for hairdressers: colours, texture (to change the straight hair in curly hair for example), hair care products with shampoos/conditioners/masques, hairsprays, They sell those products for women and men and they provide it only to hairdressers they have chosen before, who respects some rules. They are present in the whole world, in a lot of salons. The products they sell are only sold to...
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