Marketing Communications

REFERENCESREFERENCES 245 245

was too business-like and authoritative, did not fit into the

need for autonomy of men, and lacked pleasure, character,

sensuality and emotionality. However, the notion of person-

alisation, and the description of ingredients and scientific

research, were noted as strong points. In terms of advertising

effects, the conclusions were that they were identifiable,

attractive, aesthetic, masculine, informative and simple.

However, the non-German name of the product, the ‘coach’

idea and the non-selective packaging were negative points,

leading to low spontaneous recognition. The conclusion was

that the brand statement needed to be redefined, using

elements such as: skin care specialist, scientific knowledge,

innovation, highlighting skin care benefits and sensations.

The communications elements to stress were the specific

characteristics of the product, the sensuality of the product

and the models, and the key colour codes on each product.

It was further concluded that, in order to build brand loyalty,

the identification of men with the product needed to be

enhanced by means of clear claims, visible skin results,

identification of skin types, needs and benefits, and identi-

fication of products offer.

QUESTIONS

1. Is the vision and branding strategy of Biotherm and
   Biotherm Homme mainly global (standardised) or local
   (adapted to local cultures)? Explain and give examples.
   2. Looking at the different types of needs that people
   can experience (for instance, consider Maslow’s hierarchy
   with physiological as the most basic followed by safety,
   love/belonging, esteem and finally self-actualisation – see
   http://www.businessballs.com/maslow.htm ). To which
   needs do L’Oréal in general, and Biotherm and Biotherm
   Homme in particular, appeal? Do you believe these
   needs are universal?
   3. Clinique is mentioned as one of the closest competitors
   of Biotherm. Why? In what ways is the positioning of
   Biotherm and Clinique similar or different (use com-
   munications materials, websites, etc., to illustrate)?
   4. Summarise the main similarities and differences of the
   results of the focus group discussions in the three
   countries studied. Can you find a relationship between
   the cultural characteristics of the countries and the
   attitudes and perceptions of the group members from
   these countries?
   5. Is Biotherm Homme positioned differently in different
   countries (consult communications materials, websites,
   etc.)? Why or why not?
   6. Are the conclusions and the marketing communications
   implications of the German Biotherm Homme study
   correct? Would you adapt the communications strategy
   in a different way?

Sources : Materials provided by Teresa di Campello and Joëlle Van Rijckevorsel, L’Oréal. http://www.loreal.com ; http://www.biotherm.com ; http://www.loreal.com/_en/_ww/

pdf/Rapport_Annuel_2008_FR.pdf ; http://www.loreal.com (accessed 9 July 2012).

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2 http://www.statista.com (accessed 9 July 2012).

3 Many organisations off er soft ware to help companies

to plan their advertising campaigns. See, for instance,

http://www.paloalto.com.

4 Solomon, B. and Askegaard, H. (2007), Consumer Behaviour:

A European Perspective , 3rd edition. Harlow: Pearson

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6 Clegg, A. (2006), Mining the Golden Years , 24 April,

http://www.brandchannel.com/features_effect.asp?pf_

id=311 (accessed June 2009).

7 Weijters, B. and Geuens, M. (2003), ‘Evaluation of Age-

Related Labels by Senior Citizens’, Working paper, Vlerick

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8 Walker, M.M. and Macklin, M.C. (1992), ‘Th e Use of Role

Modeling in Targeting Advertising to Grandparents’,

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9 Ahmad, R. (2002), ‘Th e Older Ageing Consumers in the UK:

Are Th ey Really that Diff erent?’, International Journal of

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(1997), ‘Targeting the Mature Market: Opportunities and

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