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Using digital communication in hair coloration in Portugal to LOréal in collaboration with L´Oréal
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| 7.33 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The purpose of the current Work Project is to analyze the different aspects of digital
communication with focus on hair color division of L’Oréal Portugal. Despite being the market
leader, the company is under attack by new entrants in the market – Henkel (since 2009) and
Revlon (this year) – with urgency in reaction. Plus, consumers are getting more and more
demanding, where digital technologies have a great influence on the way they shop, specially
on the decision-making process. Companies must take advantage of the new way consumers
search, share reviews, compare prices, look for deals, before actually buying, targeting them in
the right moment of their decision journey.
Descrição
CEMS
Palavras-chave
Digital marketing Inbound & outbound Social media Mobile marketing