Loreal

18 Pages 4491 Words

louration”. So far, the company has focused their marketing and products towards adults without paying special attention to adolescents. For now, L’Oréal does not explicitly plan to develop special products and a marketing strategy that fit to the younger segment. Nevertheless, the fact that young people are getting more concerned about their appearance and the slowly awaking interest of the competitors necessitate the company to consider young people as a possibly important customer segment in the near future.

The scope of this study is not to find out whether the group of adolescents is “ready” for own products and marketing measures because the sample is not representative enough. It is rather intended to give a certain idea about tendencies among young people and their perception of the product “colouration”. At last, there are some recommendations on how L’Oréal’s strategy should look like according to the findings of the study.
1.1 Methodology
Data sources are divided into primary and secondary data. In this study the gathering of primary data was required in order to identify the trends of teenagers and colouration. Primary data is the result of original research, while secondary data is the data which already exists and that has been gathered for some other purpose. The type of research approach that is chosen is descriptive research with the purpose of providing an accurate snapshot of the market environment.

The group of people from which information is sought in this study, the population, are young people between 12 and 18 years. To get a representative sample of the larger population, 42 interviews were conducted, while 18 of them included people between 12 and 15 years, and 24 interviews among people between 16 and 18 years, 21 female and 21 male. The questionnaire was divided into two different types, one for people with colouration within the last 12 months (23) among them 14 female and 9 male,...