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Through these IMC techniques, Scarpino (2013) pointed out that “the organization simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers which cements a bond of loyalty with customers that can protect them from the inevitable onslaught of competition”. Alignment with the previous findings The way marketing communications has changed significantly in recent years. Hughes & Fill (2007) pointed out that “the emphasis was on promoting 'to' audiences through an acquisition and persuasion orientation, now it is about communicating 'with' audiences, where the focus is on interaction and relationships”. According to La Roche-Posay’s marketing communication mix, the company titled “preventing is a cure” and delivered a numbers of information all about the concept of “prevention”, such as sun protection instructions for different ages and situations, guidelines of skin cancer early detection and self-examination. As per survey analysis, it was determined that the responses had showed negative motivation and avoidance objects had larger impact than positive motivation and approach objects on purchasing sunscreen. This information can align with customers’ motivation to have a proper and reliable guideline to prevent getting hurt from the excess sunlight.From La Roche-Posay’s advertising, the company claims the products are clinically approved efficacy and allergy tested (suitable for the most sensitive skin). As per survey analysis, the respondents are more focus on the function of sun protection itself rather than other associated functions. However, the respondents do rank the physical risk (skin irritations) as the top risk they do not want to undertake. It was determined that although sunscreens perform a utilitarian function to block harmful radiation from the sun, the past bad experiences still dominate most of responses’ thoughts toward their behavior to purchase and use sunscreens. At this perspective, it shows a strong alignment with the previous findings.Surprisingly, there are limited perspectives of marketing information in social media which mostly included such as the introduction of the proper procedures of product use and customers’ positive reviews. However, plenty of other worthy information and company contributions are only present
in the company website. La Roche-Posay’s marketing communication on social media does in somedegree demonstrate an alignment to the findings in the video and survey analysis. As both video presenter and most of the respondents agreed, the reference group influences decision making in sunscreen purchase. Other people’s recommendations do influence product consumptions in a positive way. However, there is still a big gap in La Roche-Posay’s marketing communication. Lots of positive marketing information was kept in the company’s website which has not been mentioned in any social media platforms such as in Instagram, Facebook or Youtube channels. Furthermore, in company’s website, there has no direct sales channel which largely decreases the chances of customers accessing that information. Sheth (2017) suggested that” to win the share of heart of customers is to make products and brands more meaningful to them above and beyond ingredients and benefits”. As per video findings, it was determined that