From this point-of-view the PR campaign's objectives in this case are:

Increasing the company's market share up to 6%

Increasing the company sales up to11%

Identifying the target customer segments

Identifying different categories of public relies on identifying values, behaviors, ideals, expectations, involvement degree or possibilities of acceptance of the ideas promoted by the campaign. Basically, for the new line of products for summer use, L'Oreal is targeting the same customer segments that the company has always addressed. There are two main target customer segments for L'Oreal's products:

The first targeted segment of customers is consisted of women between 25 and 35 years of age, with high education, with medium to high incomes, and with a high social situation

The second targeted customer segment is consisted of women between 35 and 45 years of age, educated, with medium to high incomes, and a high social situation

In both cases, the...
[ View Full Essay]