P.R Assignment - Product: L'oreal

L′ O R É A L
INVICIBLE PLATINUM


Written by:
Debora. Aryanti
9 A

Public Relations have some plan. There are stages to the Public Relations plan. We will see that the process moves from an analysis to the situation through the strategic setting of objectives and choice of public, to tactical decisions regarding the actual message and the media. Budget and evaluation are “control” issues that support the plan, and make it possible.
And now, I try to examine 6 stages of the planning detail from my chosen product, L´ORÉAL PARIS INVICEBLE PLATINUM.


1. Situation Analysis
Beauty is very important for every woman in this world. No matter whom they are; what their skin color; where they’re come from. Because, most of woman always expect for their fabulous impressions. Either one of the most important cosmetics is ‘lipstick’. Because of that, the cosmetic companies have competed each other. There are many competitors who tried to authorize the market place. But, we have to aware. Why? I think there’re so many reasons.
For the beginning, just take a look at yourself. We can start from the simple question. How many lipsticks that we had been tried after saw the ad in the media? I think, that’s a simple question, but I’m sure that u are (even me) hard to remember how much money we spent to buy ‘a bundled of lipstick’ for being a “Cosmetic Victim”.
We need awareness to handle this problem. It might not be a big problem, but nowadays we can see that so many lipsticks are offered to us. But, how can we choose if we didn’t get any clearly information from the product?
Usually, they give some information through the media advertisement.
Lipsticks are also important to support your outfit. Most women concern about their beauty. So, they have to choose carefully for proper cosmetics (lipstick especially). Because of booming appearance from the new product, we’re just so confuse and at least we buy some product even though we do not know how it work on our skin. If we often do that thing, our skin could be dry, irritate, and the worst is ‘skin cancer’. Of course we won’t it happened.
That’s why, L´ORÉAL as approved as the one of the number one cosmetic product and completed with international standard could be the great choice for the entire smartest woman. More over with their new product, INVICEBLE PLATINUM certainly will satisfy the “lipstick FREAK”.


2. Objectives
The aim of this product is to satisfy the consumer. Nowadays, most women wanna get multi benefit from the lipstick which they use. That’s why, many cosmetic company offered so many advantage of their product to satisfy consumer egos. Day by day, the consumer was more consider with the lipstick which can moist their lips with long lasting color.
So, after analyzed the situation, L´ORÉAL sure that their product will satisfy the consumer. Because, beside the glamour color, its ingredients also very smooth and the moisturizer will guard their lips without blurring the color. The consumer also can feel more express their mind by the color.


3. Publics
Target market includes:
Age : 20 – 30 years old
Gender : Female
Social Economic Strata : Middle class, upper-middle class
Income : ≥ Rp 800,000.00
Occupation : College/university students, career women, house wife- young house wife
Education : Bachelor degree, Master degree
Lifestyle : Busy, Simple, Modern, Free, Hedonistic



4. Media
The companies usually advertise their product to encourage people to buy their product. In effort to promote their product they have to pay for the media which publish their product, so does L´ORÉAL.
L´ORÉAL has published their advertisement at page 28-29 and back cover on dewi magazine for November 2004 edition.

5. Budget
For each advertisement, the media that publish it have their own standard for one commercial per edition.
Like this time, L´ORÉAL PARIS commerce their new product, INVICEBLE PLATINUM through dewi magazine.
For Full page-print color, they have to pay Rp 20.000.000,- (per one page)
For Back cover, they have to pay Rp 32.000.000,-
In this edition, L´ORÉAL has appeared twice for full page-ad color, and once for Back cover.
So we can calculate the totally budget that L´ORÉAL paid to ‘dewi’ for this edition.
• Twice appearance on Full page-ad color @ Rp 20.000.000,-
= Rp 40.000.000,-
• Once on Back cover = Rp 32.000.000,-
+
Rp 72.000.000,-
That’s the total cost for advertise the new product by L´ORÉAL.
 On the next page I’d like to include the price list from dewi magazine to advertise a product per edition. This is the price list from end of the year 2004 until December 31st, 2005.


6. Evaluation
The response from the people who had been tried very satisfies with this product.
Even though, they didn’t have to put it again after they take some ate. This product is proved the advantage.
INVICEBLE PLATINUM is longer stay in their lips with the perfect glow than another lipstick. Beside of that, women who have been used confess that INVICEBLE PLATINUM is moister than the other brand. “It didn’t make my lips dry.” that’s what people say about this product. So, all the women was approved the advantage o this product. Don’t think twice, just go to the nearest department store and get your lips sexier than before.