A COMPARATIVE STUDY OF EFECTIVENESS OF THE ROLE OF PRINT MEDIA

AND DIGITAL MEDIA TO BUILD UP CORPORATE IDENTITY: A CASE STUDY OF

LOREAL

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Contents
CHAPTER 1: INTRODUCTION....................................................................................... 5
1.1 Introduction.......................................................................................................... 5
1.2 Purpose of the study............................................................................................. 5
1.3 Problem Statement of the research......................................................................6
1.4

Background of the research.............................................................................. 6

1.5 Background of the chosen company (LOREAL)....................................................7

1.6 Aim of the research.............................................................................................. 8
1.7 Research Objectives............................................................................................. 8
1.8 Research Questions.............................................................................................. 8
1.9 Justification/ Significance/ Relevance/ Importance of the study...........................9
1.10 Overview of the research................................................................................... 9
CHAPTER 2: LITERATURE REVIEW.............................................................................11
2.1 Introduction:....................................................................................................... 11
2.2 Conceptual framework:...................................................................................... 11
2.3 Use of print media in promotion:........................................................................12
2.3.1 Print media theories:....................................................................................... 13
Figure 1: Dependency theory on print media......................................................................14
2.4 Advantages of using print media:.......................................................................15
2.5 Challenges:......................................................................................................... 17
2.6. Use of digital media in promotion:.....................................................................18
2.6.1 Digital media theories:.................................................................................... 20
Figure2: McLuhans digital media theory..........................................................................20
2.7 Advantages of using digital media:....................................................................21
2.8 Challenges of using digital media:......................................................................22
2.9 Comparative analysis between print and digital media:.....................................23
2.10 Conclusion:....................................................................................................... 24
CHAPTER 3: RESEARCH METHODLOGY.....................................................................25
3.1 Introduction:....................................................................................................... 25
3.2 Research design................................................................................................. 25
3.2.1 Research philosophy:....................................................................................... 25
3.2.2. Research approach:........................................................................................ 26
3.2.3Research strategy:............................................................................................ 26
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3.3 Data collection techniques:................................................................................ 27

3.5 Data analysis procedures:.................................................................................. 28
3.6 Ethical considerations:....................................................................................... 29
3.7 Data quality:....................................................................................................... 29
CHAPTER 4: DATA ANALYSIS AND FINDINGS.............................................................30
4.0 Introduction........................................................................................................ 30
4.1 Part A:................................................................................................................. 30
Quantitative Data Collection and Analysis-Survey Questionnaire.............................30
4.2 Part B:................................................................................................................. 44
Qualitative Data and Analysis: Interview Questions for the Managers.....................44
4.3 Conclusion.......................................................................................................... 46
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...............................................47
5.0 Conclusion.......................................................................................................... 47
5.1 Linking objectives with the literature review and findings..................................47
5.1.1 To critically examine and understand the contribution of print media and
digital media in constructing and promoting a strong brand name..........................47
5.1.2 To critically evaluate the effectiveness of the role of digital media and print
media in building corporate identity for LOreal.......................................................48
5.1.3 To find out the challenges that LOreal faces while using print media and
digital media and provide recommendations in accordance to them.......................49
5.2 Recommendations.............................................................................................. 50
5.3 Limitations of the research................................................................................. 51
5.4 Scope for Future Research..................................................................................52
References................................................................................................................ 53
APPENDIX................................................................................................................. 56
Part A: Survey Questionnaire.................................................................................... 56
Part B:....................................................................................................................... 58

Table of Figures:
Figure 1: Dependency theory on print media................................................................................14
Figure2: McLuhans digital media theory.....................................................................................20
Figure 3: Total numbers the candidates employed........................................................................31
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Figure 4: Gender distribution of the employees............................................................................32

Figure 5: Types of print media tools to establish LOreals corporate identity..............................33
Figure 6: Advantages of applying print media tools......................................................................34
Figure 7: Challenges that LOreal faces while applying print media tools....................................36
Figure 8: Kinds of digital media tools that LOreal applies to establish corporate identity.........37
Figure 9: Kinds of Social media based tools that the company adopts.........................................38
Figure 10: Benefits that the company enjoys by the usage of social media..................................39
Figure 11: Adversities that LOreal face by the application of social media tools........................41
Figure 12: Efficacy of social media tools over traditional media tools to develop corporate
identity...........................................................................................................................................42

Table of Tables:
Table 1: Total number of years the employees is working............................................................30
Table 2: Determining the gender of the respondents.....................................................................32
Table 3: Types of print media tools in order to form LOreals corporate identity........................33
Table 4: Benefits of using print media...........................................................................................34
Table 5: Adversities that LOreal faces by the usage of print media tools....................................36
Table 6: Types of digital media tools that LOreal uses to form corporate identity.......................37
Table 7: Types of social media tools that LOreal adopts..............................................................38
Table 8: Advantages that LOreal enjoys in applying social media...............................................39
Table 9: Challenges that the company experience by applying social media tools.......................40
Table 10: Effectiveness of social media over traditional media tools to enhance corporate.........42

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CHAPTER 1: INTRODUCTION

1.1 Introduction
The researcher attempts to study the importance of media in promoting the products in the local,
international and global market. Thus, the researcher conducts a comparative study on the usage
of print and digital media by LOreal in promoting its wide range of beauty products across the
globe. As Evans (2010) states, promotion is one of vital aspects of marketing mix, thereby
making the potential customers as well as the already existing customers about the wide range of
products that a firm offers. Effective promotion helps organisations to attain a high rate of sales
as well as profit figures. However, modern critics like (vSimorov'a and Repavsov'a, 2012) argue
that apart from making monetary profits, appropriate promotional tools contribute in building a
strong corporate identity for a particular brand. Since the incorporation and application of
effective media tools like digital media print media stand out to contribute in conducting
sustainable business processes, therefore the researcher works on LOreal in understanding the
contribution of print media and digital media in helping to developing corporate identity.

1.2 Purpose of the study

On the realization of the rationale of this study, the researcher presents with the purpose of the
study. The purpose of this specific research is to find out the effectiveness of print media and the
digital media in developing appropriate corporate identity for LOreal. The purpose of this study
is also to identify whether the promotional strategies of LOreal via print media and digital media
is still effective enough in this present competitive market. As LOreal already has a number of
rival companies, who have already gained grounds in the competitive business market, hence it is
important to find out the loopholes that exist in the print and digital media marketing strategies
(Percy, 2014). Thus, the purpose of this study is to identify those flaws that the LOreals present
print and digital promotional strategies have. Based on these particular loopholes, the research
study also endeavours to find out their concerned solutions. Since organisations, in the current
scenario tend to emphasize on the contribution of print and digital media in enhancing corporate
identity so that the potential customers have faith and loyalty towards a company (Thackeray et

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al. 2008), therefore the purpose of this research is to find out whether LOreals marketing
strategies are effective enough.

1.3 Problem Statement of the research

The idea behind this research study is to investigate about the print media and digital media tools
and strategies undertaken by companies in order to construct an appropriate corporate identity
for them. Undoubtedly, LOreal does undertake a number of print media and digital media
marketing strategies in developing a strong corporate identity. However, it is to be noted that in
this era of stiff competition, LOreal does have a number of rival cosmetic companies like MAC,
Chanel, Clinique, Dior, Maybelline, and Estee to name a few, thereby posing threat to its position
(Ryan and Jones, 2009). In fact, according to reports, MAC Cosmetics ranks at the top of the list
in being the most recognizable and popular cosmetic brands, using appropriate social media
strategies. Moreover, even Chanel and Dior take away the spotlight from LOreal, thereby
promoting their products by using content, which are image and video based. Thus, it is evident
enough that even though LOreal emerges as a successful cosmetics manufacturing company;
however its rival organisations tend to undertake much more effective digital media tools, which
in turn help them to build better and effective corporate identity (Loreal.co.uk, 2014).
Moreover, LOreal faces a number of criticisms in context to some of the advertisements that it
puts up in digital media. According to British Advertising Standards Authority, LOreal in UK,
comes up certain ads (for the one that promoted mascara) in the year 2007, which make high
promises, which it is not able to meet at times (Marketingmagazine.co.uk, 2014). Even in 2014,
LOreal faced certain issues regarding digital advertising of its anti-aging products. Thus all these
incidents and issues lead to the negative publicity of the company.

1.4 Background of the research

It is to be noted that the contribution of media has been extensive in the field of promotion of
brands in the business environment down the ages. Early researcher such as Melewar (2008)
suggests that print media proved to be beneficial in promoting the company in the business
market. Most of the organisations in earlier times used to make use of advertising in newspapers
and magazines. Most of the cosmetics producing companies used to advertise their products in
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the fashion magazines in order to make people aware of the wide and fine range of products that
they introduced in the market. However, in accordance to the opinions of modern researcher like
Zarrella (2010), print media is not able to make an extensive range of people conscious about
their products. Moreover, they criticize print media, thereby arguing that they serve as a one-way
communication with the potential customers because only the companies are able to provide
their views or opinions in promoting the products.
Thus, as modern critics like Kostamo and others (2013) move on to add that digital media serve
appropriate ways in building corporate identity for the firms. It is with the development in
technology that the business world makes use of television in advertising their products, thereby
using audio-visual aids, which undoubtedly produces more effect on the potential customers.
Moreover, different campaigns done by various television channels may put forward the opinions
of the already existing customers, which in turn influence the potential customers in deciding
whether to purchase the products. Moreover, it also serves effectively in making publicity for the
organisation (Melewar, 2008). With the upgrading of technologies, at present, the business world
makes use of the social media marketing strategies, such as promotions through social
networking sites like Twitter, Google Plus, Face-book, Instagram and Linked In. These sites not
only help in advertising the products but also in allowing the customers to share their
experiences online (Kent and Leaver, 2014). Thus, the researcher explores through the role of
both, the print media and the digital media in contributing to build a corporate identity.

1.5 Background of the chosen company (LOREAL)

Established in the year 1909, LOreal stands out as a popular French cosmetics company, thereby
providing a wide range of beauty products, related to perfumes, make-up, hair care, hair colour
and skin care (Loreal.co.uk, 2014). Although it is a French company originally however, it has
already gained grounds across the globe. In fact, it does an extensive business in the UK market.
Even though it promotes its company via the official website, thereby displaying the products,
however it is found that it does not use much upgraded technologies in building the corporate
identity (Marketingmagazine.co.uk, 2014). The management of the company tends to believe
that the premium quality of its products is sufficient to promote its products. It does not need to

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make use of too much media based strategies to establish its position in the business
environment.

1.6 Aim of the research

In regards to the explanations of Lancaster (2012), the aim of a research work is to determine a
suitable way, with the help of which a researcher can plan the entire dissertation. The researcher
aims in this particular dissertation to make a comparative study between the role of print media
and digital media in order to build an effective corporate identity. As LOreal is the chosen
research company, hence the researcher also aims to explore this research topic, thereby focusing
on the promotional marketing strategies (in relation to print and digital media) of LOreal.

1.7 Research Objectives

According to Cooper and Schindler (2010)s elucidation, a researcher needs to formulate and
present a set of research objectives, based on the research aim, so that it helps in the progress of
the dissertation. The researcher in this study lays down a set of objectives in context to the
research aim:
To critically examine and understand the contribution of print media and digital media in
constructing and promoting a strong brand name
To critically evaluate the effectiveness of the role of digital media and print media in
building corporate identity for LOreal
To find out the challenges that LOreal faces while using print media and digital media
and provide recommendations in accordance to them

1.8 Research Questions

As Lancaster (2012) mentions in his work, a researcher requires the framing of the research
questions based on the objectives so that it helps in directing the study as well as evaluating
effectively in order to obtain more suitable and accurate results from the research. Here are the
research questions in regards to the objectives:
What are the contributions of print media and digital media in order to build and promote
a strong brand name?
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 What are the effectiveness of the role of digital media and print media in building
corporate identity for LOreal?
What are the challenges that LOreal come across in building corporate identity with the
help of digital and print media? What are the recommendations that can be suggested to
them?

1.9 Justification/ Significance/ Relevance/ Importance of the study

It is noted that LOreal used to make huge amount of promotion via print media, thereby putting
up advertisements in newspapers and beauty based magazines. Allure magazine stands out as one
of those magazines where LOreal advertises its products mainly (Schmidt, 2012). However, as
market experts put forward, LOreal does not make much attempts in promoting its products via
digital media or social media. This in turn provides opportunities for the competitive companies
to bag more customers. In fact, market analysts note a gradual shift in the customers from
LOreal to other cosmetic companies because they feel that LOreal does not address to its
customers that effectively (Percy, 2014). In addition to it, it is also noted that the ROI or Return
on Investment of the other cosmetic companies are much higher in comparison to LOreal.
Thus, the significance of this research is that the researcher delves into the issues pertaining to
the role of print media and digital media in building the corporate identity of LOreal. The
researcher evaluates the effectiveness of the strategies that that the management of LOreal
already undertakes (Bajpai et al. 2012). Moreover, the information that the researcher collects
and analyses can help the management of LOreal in knowing the flaws of its strategies.
Furthermore, it can improvise its strategies based on the research work done. In fact, in this
entire dissertation, the researcher also produces suggestions that the managers can adhere to
while enhancing their corporate identity with the help of print and digital media.

1.10 Overview of the research

As Schmidt (2012) states in his article, an efficient researcher carries on with the dissertation,
thereby following a coherent structure so that the entire research is conducted in an effective
way. The researcher in this particular study follows a specific structure while carrying on with
the work.

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In the initial chapter, the researcher introduces the research topic along with the rationale of the
topic, purpose of doing this study, and the background of the research. The researcher also
introduces the concerned company on which the research is carried out so that adequate
information is gained on the company. Apart from that, this chapter also contains the significance
of the research, its aim, objective and questions
Chapter 2 mainly comprises the literature review that the researcher attains from the secondary
research. The researcher delves into various books and journals in order to gain information like
theories, concepts and models in context to the contribution of print media and digital media in
acquiring brand identity.
The third chapter consists of the research methodology that focuses on the research procedures
with the help of which the researcher can better understand the topic and gather information
pertaining to the research. Appropriate choice of the research philosophy, design, and research
approach helps in conducting the study effectively and collecting adequate and suitable data.
The fourth chapter consists of the analysis and the interpretation of the data that the researcher
collects by applying appropriate data collection methods and techniques. The data that the
researcher gathers based on the quantitative as well as the qualitative research and data collection
methods contributes in helping the researcher in understanding the role of print and digital media
in building corporate identity.
Eventually the last chapter concludes the dissertation, thereby providing an overview of the
entire research including the research outcome. It even attempts to link the objectives in
accordance to literature review and the primary research findings in order to see the extent of
success of the research. Eventually, the researcher also produces a list of recommendations that
LOreal can adopt in order to build a well-built corporate identity.

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CHAPTER 2: LITERATURE REVIEW

2.1 Introduction:
The implementation of print media and digital media is an important factor that leads a
sustainable business process. To develop the business process in current competitive market
scenario, print media and digital media plays as effective tools to contribute the product
promotion and customer awareness. Hence, Organisation like LOreal develops their business
process with the help of print media and digital media.
Literature review deals with the theoretical knowledge that assists to identify the gaps related
with the research topic. Fundamentally, those gaps help to carry out a critical discussion of the
areas not researches so far. In order to fulfilment those gaps, further research carries out to
understand comparative study between the role of print media and digital media to an
Organisation which is LOreal. In this way, the gaps suggest that print media and digital media
works as resources to the business development process. The research will be how the company
LOreal uses both print media and digital media for its business purpose. This literature review
will not discuss much about the company. The focus will be on the print and digital media.

2.2 Conceptual framework:

The conceptual framework of the literature reviewed in this study is provided with the help of the
following diagram -ADVERTISING & PROMOTION MEDIA

Print Media
Brochures
Coupons
Magazines
Newspaper
Professional Journal

COMPARISON

Digital Media
Radio
Television
Social Media
(Facebook, Twitter, Blog, Micro blog)

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2.3 Use of print media in promotion:

Empowerment and social awareness invites Organisation to provide better development process.
In this manner, Organisation represents using of print media strategies that suggest remaining the
customer with them. As current market scenario is too competitive to continue the development
process, the various types of media suggests developing attractive business process. In this way,
print media develops various types of strategies to promote the business of an organisation.
Brochures: Organisation uses different type of brochures for different type of product. As
follows, company can achieve the customer attraction. Fundamentally, customer wants to know
about product content and its advantages. Hence, organisation implements their product strategy
by the brochure format. Brauchler and Postill (2010, p. 18) argues that, brochure creating is the
most effective product promotion process that invites both customer awareness and development
of company brand image.
Coupons: Organisation provides some coupons to satisfy their customer. In this way, company
can achieve other customers intension. As a result, product promotion process can gain with
coupon providing process. Basically, tend of current customer is to achieve some extra benefit
from the company. Hence, coupon providing of an organisation can help to achieve customer
attraction for their developing business strategies (Kornetzki, 2012, p. 49).
Magazine: Organisation uses print media with the help of publishing magazines. In this way,
company can able to provide their new product information to the customer and its release date
(Nazarova, 2012, p. 27). As a result, customer attracts to their product and the company achieves
its promotion process.
Newspaper: Newspaper article can develop the product promotion process. Therefore,
Organisation tries to develop some articles after a certain period to make customer awareness. In
this case, huge range of people can get the product or service information about the organisation.
Professional journal: In current business market, professional journals help to develop a
sustainable business process (Bubela and Caulfield, 2008, p. 1403). As a result, organisation
develops some author to write some articles about their product and service. In this manner, the
company deserves huge customer intension about the product.

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2.3.1 Print media theories:

In these days, print media follows some theories that demand to establish a product within a
tough competitive market. Fundamentally, theories of print media suggest making a dependable
development process with the help of providing better information to the customer.
Dependency theory:
The print media follows some theories to implement their product development strategies. In this
way, dependency theory can be helpful to an organisation. Basically, customer attracts by the
proposal of media that helps to understand about the product. In this way, product orientation and
providing information creates customer attraction. The dependence relationship starts with the
print media. In a hand customer depends on the print media, as they can get better information
from it. In the other side, an organisation can achieve its organisational objectives.

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Dependency relations on print media

Casual observer
Active selector
Selective exposure
Dependency activated at the time of exposure

No activation of dependencies

Relevant dependencies
Cognitive arousal
Affective arousal

Arousal involvement in information processing

Better involvement of cognitive, affective and behavioural affects from the media

Figure 1: Dependency theory on print media

(Source: Kohli, 2010, p. 35)
The dependency theory suggests that, an individual can attract to the media offering content. In
this manner two types of dependencies occur, the cognitive dependency increases to keep the
individuals attention and affective dependency assists to increase the individuals satisfaction.

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Hence, the individual involves to the information processing for his present attraction. In this
way, media can change the individuals behaviour that assists to gain better involvement.
Hypodermic model:
The hypodermic model suggests that print media pushes some message to the individual that
attracts them to get the product or service. Essentially, the receiver can affect with this message
as receiver is more dependable on media. The concept of current market customer is that the
media provides better information about a good product or service. Hence, the organisation can
achieve their development with the help of hypodermic model (Rothschild, 2009, p. 27) suggests
that, customer mostly understands the words and presentation of the media that assists to express
an intension to the product or service.
Social responsibility theory:
Print media follows social responsibilities theory as it generates some different types of ideas.
According to Fridrich (2010, p. 144), people has a social responsibility to spray every
information to the society, as everyone has a right to deserve information. Hence, print media
takes a lead role to deserve the social responsibilities. However, Rothschild (2009, p. 31) argues
that, print media provides information not only earning purpose but also it carries a social
responsibilities.

2.4 Advantages of using print media:

Using print media addresses huge range of advantages. The company provides their product and
service to the customer, but they ask print media for product promotion process. Coverdale et al.
(2009, p. 699) argues that, although company deals with the customer, print media develops a
relationship between customer and the company. However, lots of advantages of print media can
implement in this way.
Unlimited exposure: An organisation can make unlimited publicity with the help of print media.
In this way, newspaper and magazines will help to the product and service development process.
Fundamentally, TV or radio programme can implement with a specific or schedule time, where
print media does not follow any kind of particular time. The customer can deserve the
information at any time with any situation. Most important thing is that, a reader can read an
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article couple of time that cannot possible at TV or radio. While the reader has not more time, he
can read the key points within a short period of time. Hence, print media provides unlimited
publicity of a product or service.
Non-intrusive: TV and radio works as intrusive as their advertisements sometime disrupt the
follow of the programme. In this way, print media gets huge advantages to continue the flow of
advertisement. Therefore, people can attract in this way as they completely gets the information
about a product or the service.
Target marketing: Print media develops the target market. Fundamentally, the reader can gain
some marketing knowledge with the help of continue reading. Hence, developing awareness of a
leader can suggest developing his intension for a selected product or service. As a result, the
company can achieve a target market that demands a sustainable growth of the company.
Coverdale et al. (2009, p. 700) generates an idea that, target market can achieve with the random
flow of print media that assists to gain customer attraction and motivates to purchase the product
or service.
Loyal readership: Print media develops a long term relationship with the reader. Within a city
the reader fully attaches with some selected newspaper and service. As a result, the reader can
gain more knowledge from the newspaper or magazine. In this manner, the reader can be grateful
to the service.
Position flexibility: The advertisement printing place is an important factor as people read
attractive place of a newspaper or magazine. Hence, positioning of the advertisement provides
better information to the customer. In this way, cover page or back page of the newspaper or
magazine address more flexible position. Hence, a company can gain more suitable situation if it
uses particular flexible position.
Budget planning: The print media provides different types of space structure. As a result,
company can able to implement their budget strategy regarding advertisement. In this manner,
company prints their advertisement according to the market requirement and to deserve the
customer attraction.

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Better information: The Company provides its information to the target audience. As a result,
customer can gain better information in this way. In need, while company observes that the
information will provide in detail, they can implement brochures. Providing brochures help to
spray more information about a product or service (Kohli, 2010, p. 48).
However, according to current competitive market structure the company tries to develop with
print media for better business development process. Therefore, print media is an important
content that leads an organisation to achieve organisational objectives.

2.5 Challenges:
Update technical system and modern society throws wide range of challenges to the print media.
Basically, internet generation tries to attach with digital technology. As a result, print media
becomes too weak to deserve its stability. However, the challenges of print media can implement
in this way.
Declining readership: Current people tend to develop with the help of digital system. As a
result, they do not wish to read newspaper or magazine. In this manner, the readership decreases
day by day. As print media fail to attract young generation, it can be huge challenge to them.
Nazarova (2012, p. 39) suggests that over 52 ages people read newspaper at only 44% where
within 25 years age young generation uses it at the range of 4%. Hence, newspaper and print
media fails to develop its new market structure.
Lost revenues: Loosing readers address to decrease income. As print media loses its interest
among the customer, the income part decreases rapidly. The outlets collapse itself according to
low income structure. As a result, few of interested customers cannot buy the newspaper or
magazine. The print industry also faces huge challenges according to lost revenues.
Long-term survival: The print media industry survives with low profit income since couple of
decades. As a result, the outlet owner collapses their business. In this way, print media is unable
to reach to the common people. As a result, people become interest less on print media. The
long-term survival invites some print media industry to cease them (Schafer et al. 2014, p. 168).

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Cash flow: The print media industry is unable to maintain cash flow process. In these days, high
price of every goods suggest to increase the production cost where earning of print media is too
short. As a result, the industry faces wide range of challenges.
Cost control dilemma: The print media industry is unable to control its cost. Employees
demand and government policies widely affect print industry. As a result, print media faces huge
challenges.
Digital growth: Rapidly growing up of digital media throws huge challenges to the print media.
Current market totally develops with digital media. As a result, print media becomes hopeless.
Fundamentally, modern cultural tradition tries to throws old generation system and develops with
new technology. In this way, print media is unable to deserve the intension of the customer.
Global ambitions: The global industry used print media to continue the business process that
demands lots of time factors. In these days, internet system provides short time information
sending way. As a result, the industry leaves print media and adopts with the digital media. Kohli
(2010, p. 43) argues that, global market strategy needs too short time to develop, so print media
stays far behind of digital media.

2.6. Use of digital media in promotion:

Advertising is the most important key factor to develop a product or business. In these days,
various creative aspects considers with the help of digital media. Fundamentally, digital media is
the best weapon that assists to play an effective role for an organisation (Barni, 2011, p. 36). In
Current market scenario, digital media represents various types of advertising process.
Radio: Digital media first born with Radio. Although radio is not a part of visual media, it
provides better service since last couple of century. Basically, radio provides sound information
within few of second. As a result, people become more attach with it. In this manner, radio can
be able to provide local market information according to its cultural needs. Most important thing
is that, radio advertising is not too expensive to continue the process.
Television: Digital media gets its huge advantages with the help of Television. Basically,
television takes wide range of market place, as it provides information with audio and visually.
Customer intension can earn with the sound effect and their attraction comes while they see the
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product or service. Hence, television develops its marketing strategies with the help of proper
presentation.
Social media: Current era widely depends on the internet system. Hence, people try to develop
them with social media structure. Social media uses as a tool with the help of internet system that
interact people to share their personal or business information from any part of the world
(Hutchins and Rowe, 2009, 52). Therefore, social media can be an effective tool to advertise the
business process. In this manner, social media works with various types of identity to develop the
business promotion.
Blog: The social media runs with blog posting. The user can post his ideas or product or
service. In this manner, companies try to post the blog that helps to send the message to
its every user.
Micro blog: Micro blog is update version of blog. In a micro blog, a user can share short
text updates. Customer dislikes reading a huge length of article. Hence, micro blog
deserves effective advertisement strategies.
Facebook: The companies generate an official page at Facebook. In these days,
Facebook becomes most popular social media. Lots of people spend their time. Hence,
companies try to push their status update related with any product or service. Beside
this, thy can upload videos or images. As a result, advertisement process can start
within fraction of second.
Twitter: Company shares their view that related with the product or service. In this way,
customer knows those sharing information of the company. As a result, the advertisement
process can generate with the help of twitter.
Pinterest: The user can share their image, videos etc. In this way, an organisation can
develop their advertisement strategies that will suggest inviting the customer. The user
creates board that interacts other members. Sending pin to the customer will be
helpful to the company for advertisement process (Renwick and Lamb, 2011, p. 134).
Google+: The social media invites google+, where user can post and share opinion,
image and videos. In this way, other user can observe that. As a result, company
generates their account in googl3e+ and develops the product or service advertising
strategy.

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2.6.1 Digital media theories:

Digital media develops with some theoretical aspects that develop the advertisement process. In
current market structure, the marketer tries to develop their marketing strategies. Hence, updated
theoretical approaches become essential part to continue successful business process. Hence,
digital media theories can implement in this process.
McLuhans theory: McLuhans suggests his theory in his book McLuhan in Space. According
to McLuhan, cultural consideration is the prior thing to develop the business process. The digital
media invites and attracts people to earn their intension. McLuhan argues that people largely
miss the old structure while they adopts with new structure. In this way, while people adopt with
new structure, they do not wish to back that old one. As a result, digital media takes place of
print media (Canavor, 2012, p. 46).

REVERSES INTO
ifies, enhances some human capacitybodyWhen
part, pushed
previoustomedium,
extreme emotions
reverses into opposite intension.

RETRIEVES
Retrieves experience or medium from past

OBSOLESCES
Makes an older medium obsolete

Figure2: McLuhans digital media theory

(Source: Canavor, 2012, p. 45)
According to McLuhan, emotions and body part are the capacity of human being that assists to
grow up attraction to a goods or service. In this way, previous experience can be effective. The
human being does not wish to leave its old attach thing instead of new develop one. While
extreme forces develop the new product or service, the human being develops it continuously. In
this manner, print media deserves huge range of success (Gilmore, 2012, p. 621).
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The second media age theory:

The theory of second media age was developed by Mark Poster. The implications of new
communication technologies are examined by this theory. The main concern of this theory is the
rise of internet culture and the demise of media or broadcast culture. The theory mainly deals
with the conflict between traditional media and internet. In accordance with the theorists, the
consumers and audiences will not tolerate the passivity demanded from them by television as
soon as active participation in a decentralised and networked media will be practical (Mosco,
2009, p. 1395). The inventor of this theory comments that internet will be the strong medium to
provide an effective alternative to the severe technical limitations of the traditional media. This
will result in the rise of a system with multiple producers, distributors and customers.
Social network theory:
Social relationships are viewed in terms of ties and nodes in social network theory. In the
network, nodes stand for the individual actors while ties stand for relationships which connect
the individuals. This theory focuses on the relationships between the individuals instead of their
characteristics. Relationship between the individuals may be in terms of the emotional
attachment or exchange of materials or exchange of information (Klinger, 2013, p. 727). With the
effective mapping of these relationships, developing and informal communication patterns within
an organisation are analysed. Employees control over information is determined by the place
they occupy in the communication network. As the relationship pattern bring employees into the
contact with the behaviours of the other employees, these relationships are also helpful in
explaining certain attitudes of the employees towards job related matters.

2.7 Advantages of using digital media:

Digital media offers a range of advantages to the retailers. The reason behind the widespread
popularity of digital media is nothing but the great advantages of digital media.
Versatility: one of the great advantages of digital media is that it is versatile in nature. In print
media, the content contents are presented either in the form of text or in the form of images.
Unlike the traditional print media, the contents can be presented in various forms like audio,
video, animation, text, still image, (Klinger, 2013). Moreover, contents can also be presented in
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the combined forms of video and text, audio and text, image and text etc. As a result of this great
advantage, the advertisements can easily attract the attention of the audience (Barni, 2011, p. 39).
Thus, with the advantage of versatility, the basic purpose of advertisement (to attract the
audience) can be fulfilled successfully.
Transformability: transformability is the other great advantage provided by digital media.
Using digital media, the marketers are now able to present the contents as per the choice of the
customers. In a printed advertisement, a customer cannot magnify the font size if he has poor
eyesight (Renwick and Lamb, 2011). This problem is successfully sorted out with the effective
use of digital media. Contents which are displayed in an e-commerce site of a company can be
represented in various ways as per the choices of the users. The visitors can change the
appearances of image or text; adjust display brightness and sounds and many other things.
It can be networked:
A piece of digitally stored content can be linked to other relevant contents. If the customers need
any background knowledge or meaning of a particular word, embedded hyperlinks provide an
easy solution to them. With the help of those hyperlinks, the users can easily access dictionaries
for understanding meaning of a certain word (Gilmore, 2012).

2.8 Challenges of using digital media:

Every coin has two faces and digital media is not an exception. It is not that digital media only
facilitate the marketers. It has many negative aspects too.
Time: there are many ways of advertising through digital media. Websites of the companies and
social media sites are the most important tools for this. In both of these tools, interactive and two
ways communication occurs between the audience and the company. A long term relationship is
developed as a result of this. In order to grow effective relationship with the customers,
somebody of the organisation needs to monitor each network, reply to the comments of the users,
answer to the queries of the customers and respond to the complaints (Klinger, 2013, p. 722). It
is a long term process. So, the organisation needs to engage additional worker in this process.

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Security issues:
It is very important for the business organisations to secure their web pages form the hackers.
Hacking is the greatest threat to the internet users. In the virtual world of the internet, not even a
single data is secured. The content of the website can be changed by a hacker. This will affect the
customers of that organisation in a negative way. Therefore, it is very important for the
organisations to be aware of the security issues and take necessary steps to protect the data. Due
to the security risk, many of the customers are against the online transaction.

2.9 Comparative analysis between print and digital media:

The comparative analysis among the print media and digital media is important factor that invites
to represents their advantages and disadvantages. Sometime both of them provide some
advantages. However, the comparative analysis can implement in this way.
Business development process: The print and digital media both can work for the business
development process. In this manner, newspaper and magazine advertisement attracts the
common people that help to grow up the business process. Similarly, television and internet
social media helps to develop the business process.
Expense: Print media carries low budget according to the advertising time. As newspaper and
magazine demands low budget, the digital media can face huge trouble. Fundamentally, digital
media is too expensive to post an advertisement.
Area-location factor: Print media works within a certain location. As a result, they can earn
small range of customer awareness according to short spray. Digital media works all world bases.
As a result, the industry tries to develop their business advertising with the help of digital media
(Gilmore, 2012, p. 626).
Time factor: Print media takes more time to spray the advertising message. In the other side,
digital media takes too short time to spray the product or service development message of an
organisation.

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Market demand: Current market structure totally depends on digital media. Customer wants to
takes all business information with the help of digital media. Hence, print media becomes
hopeless day by day (Klinger, 2013, p. 721).
However, the comparison between the print media and digital media represents that current
business structure runs with urgency and time factor. Hence, digital media takes a lead role to
implement the business advertising strategy.

2.10 Conclusion:
The advertising is best way that implements the market strategy for a sustainable product or
service development process. Fundamentally, marketing process invites product promotions. In
this way, print media and digital media can take an important role for the product development
process. The print media provides cost advantages to the company. As a result, company
develops their product development strategies with the help of print media. According to
dependency theory, print media attracts people by offering some product or service. Similarly,
hypodermic model suggests that media pushes the message to aware the customer. The social
responsibility theory suggests that, everyone has the right to reserve the information. As a result,
business development process rapidly generates. In the other hand, digital media takes less time
for the product promotion. Beside this, digital media generates different types of resources that
can attract people. McLuhans theory suggests that, media provides cultural consideration that
invites the business development process. The second media age theory considers that, the
cultural factors influences people to make a connection with digital media. The social network
theory suggests that, the individual can continuously connect with each other through network
system. In current market scenario, the attraction presentation helps to earn customer attraction.
As a result, digital media becomes too popular during the advertisement process. The researcher
has selected the company called LOreal as case study. From next chapter onwards which is
chapter 3 methodology the researcher will discuss how the company LOreal deals with both
print media and digital media.

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CHAPTER 3: RESEARCH METHODLOGY

3.1 Introduction:
Research is the scientific method by which the researcher tries to prove a theme with the help of
systematic investigation. According to Cameron (2009) in this chapter the researcher does not
mention actual result of the research process, rather the researcher explain the approach by which
he or she gets the step to reach the actual solution. Therefore, the researcher should choose
appropriate research philosophy, research approach, research strategy in order to accomplish the
research project and accumulate the conclusion. With the purpose of collecting, the relevant data
regarding the research topic the researcher has done data collection method after selecting the
persons who have ability to provide relevant data. The researcher gets a finite time to accomplish
the entire research progression under ethical consideration (Cooper and Schindler, 2010).

3.2 Research design

3.2.1 Research philosophy:

Research philosophy is the course of action by which the researcher is able to gain knowledge
related to the research topic based on two concepts such as ontology and epistemology.
Understanding the nature of the research topic the researcher uses ontology concept, whereas in
order to understand the relation between the research topic and the rationale the researcher uses
the epistemology concept. As opined by Onwuegbuzie and Leech, (2009), there are three types
of research philosophy used based on the nature of the research topic such as interpretivism,
realism and positivism. In order to identify the psychological reason behind any issue the
researcher use interpretivism philosophy. The interpretive thinks that there are different reasons
may belong behind one problem. The researcher tries to find out the direct reason behind the
issues by following the realism philosophy, whereas the researcher find out the reason of the
issue by scientific experimental process, then it is called positivism research philosophy (ToloieEshlaghy et al. 2011).
In order to accomplish the research study the researcher has chosen the positivism research
philosophy. The research topic is based on role of print media and digital media to build up
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corporate identity so the topic is business related. In this context, the researcher collects the data
and without any manipulation applies in data analysis method to get the solution.

3.2.2. Research approach:

With the intention of understand the concept of research topic the researcher uses this research
approach. Generally, two types of research approaches are used such as inductive research
approach and deductive research approach. In case of deductive research approach, the
researcher is able to interchange general information to more specific data by following four
steps such as theory, objective/hypothesis, observation and confirmation (Bernard, 2011). At
first, the researcher has chosen theory related to the research topic and give an objective or
hypothesis. After a methodical observation, the researcher gives confirmation, so the researcher
gets concrete information from general information. On the other hand, through inductive
research approach the researcher is interchanging the specific information to more general
information (Crowther and Lancaster, 2012).
The researcher has chosen deductive research approach. The research topic is based on role of
print media and digital media to build up corporate identity, so there are several theory based
on the promotional strategy used in research project. With the help of this research theory the
researcher has understand the nature and accumulates the relevant information.

3.2.3Research strategy:
The researcher has chosen the questionnaire survey strategy for conducting the quantitative data
collection method. In addition, for qualitative data collection method, the researcher has chosen
telephonic interview and face-to-face interview although the researcher thinks that the face-toface interview is more effective than telephonic interview.

3.3 Data collection techniques:

3.3.1Primary and secondary data collection process

The researcher has used both primary and secondary data collection method. In the course of
secondary data collection method, the researcher accumulates the data with the purpose of
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getting general idea regarding the research topic. However, the researcher would like to make
awareness regarding the present scenario of the research topic so the researcher has designed the
primary research process. Following the secondary data collection method the researcher
accumulates data from published books, journals, websites etc., whereas following the primary
data collection method; the researcher has collected data directly from resources (Truscott et al.
2010). As these data are not published before, so those are called primary data.
3.3.2Qualitative and quantitative data collection method:
Quantitative data collection method is the process by which the researcher collects numerical
data. The researcher chooses some people and distributes close-ended questionnaire. After a
certain period, the researcher accumulates the feedback from those respondents. After
accumulating the information, the researcher represents those data with the help of different
chart, graph and table to compare the present scenario with past scenario. Apart from that with
the help of statistical calculation, the researcher tries to understand the entire scenario (Bryman
and Bell, (2011).
The researcher has chosen 50 employees of the LOreal Company in order to accumulate the
information regarding the research topic and distributed the questionnaire to them. After
collecting the feedback, the researcher is able to use 45 feedback form as sample because the
researcher needs entirely filled questionnaire otherwise the researcher will not able to calculate it
statistically.
3.3.3Qualitative data collection:
In order to colleting the comprehensive information, the researcher has designed to conduct the
qualitative data collection approach. As the research needs descriptive information regarding the
research topic, so the researcher has chosen those person who have personal experience and
knowledge regarding the research topic. After choosing the effective persons, the researcher
takes interview face-to-face or telephonic mode and collects the data (Crouch and Pearce, 2012).
In the course of this qualitative data collection method, the researcher gets more knowledge that
is relevant to the research topic.

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Conducting the qualitative data collection method the researcher has chosen 5 marketing
manager of the LOreal organization and collected data through face to face interview process.
3.4 Sampling technique:
Following sampling process the researcher chooses the people for accomplishing the data
collecting method. Generally, two types of sampling methods such as probable sampling and
non-probable sampling are used for data collection method. Conducting quantitative data
collection method, the researcher follows the non-probable sampling and selects the people
through random selection. Thus, there is an equal chance to every person to participate in the
research study. Thus, Harrison and Reilly, (2011) opined that, accumulating data from
quantitative research method is more balanced. On the other hand, the researcher uses probable
sampling process and chooses the participants in systematic way. Therefore, the researcher has
chosen the persons for qualitative data collection method who have personal experience. Besides,
the research should take permission from the organization LOreal as the researcher wants to
conduct the research on that organization.
The researcher when distributed the questionnaire, then he or she uses Likerts scale ranging in
order to get better details.
The researcher has chosen 45 employees from the organization to accomplish the quantitative
data analysis process whereas 5 managers are chosen for qualitative data collection method.

3.5 Data analysis procedures:

After collecting the data from quantitative data collection method, the researcher has calculated
statistically. Then, with the intention of gaining knowledge and match the objectives the
researcher has used MS excel for analysing the numerical data (Cameron, 2009). The researcher
has calculated the data in percentage form to compare the present scenario with the past scenario.
The researcher uses those data without any manipulation and with the help of graphical
representation analysis the issues. After analysis the data the researcher tries to identify that is the
collected data is able to achieve the objectives or not.

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As the researcher has collected the comprehensive data from the qualitative data collection
method, so after proper analysing of those data the researcher is able to gain knowledge those are
more enriched (Crowther and Lancaster, 2012). As the data are collected from 5 marketing
managers of the LOreal so the accumulated data will be different in nature. Thus, the researcher
compels to analysis the qualitative data amore carefully.

3.6 Ethical considerations:

Following some rules and regulations, the researcher has conducted the research study that is
called research ethics. Apart from that, the researcher should maintain the Data Protection Act.
3.6.1Reliability:
Under Data Protection Act, the researcher is responsible for keep the collecting data confidential.
Apart from that, conducting the research process, the researcher should maintain honesty.
Moreover, as the researcher has collected the data for academic purpose so he or she has no right
to use those data in commercial purpose.
3.6.2Validity:
The researcher should express all the condition of the research towards the participants and the
participants have full authority to withdraw their name in any situation. In addition, the
researcher cannot force to the participants to participate in research process.

3.7 Data quality:

The researcher gets very short time for conducting the research process so the researcher several
times cannot collect all-important information. Limited budget make overlook some steps in the
research process. Apart from that, several time the managers do not want to reveal information of
the organization and in case of quantitative research process participants gives haphazard answer
those are not relevant.

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CHAPTER 4: DATA ANALYSIS AND FINDINGS

4.0 Introduction
In this particular chapter, the researcher evaluates and discusses the data that have been obtained
with the help of the primary research methods. Since the researcher collects data by using both
the primary research methods, i.e. quantitative and qualitative methods, therefore it is important
for the researcher to analyse the collected data from each of the methods. It is to be noted that the
researcher obtains numerical information from survey questionnaires that have been distributed
to 50 employees of LOreal, out of which 45 come up with their opinions. It is then the
researcher transforms the data into percentages and demonstrates it in the form of graphs. On the
contrary, the researcher obtains the qualitative data by interviewing 5 marketing managers and
experts of LOreal with the help of semi structured questions. The researcher then evaluates the
opinions of the managers. The literature review or secondary research that the researcher
presents in chapter two is taken into account while evaluating the findings.

4.1 Part A:

Quantitative Data Collection and Analysis-Survey Questionnaire

Q1) How long have you been working with LOreal?
Options
0-2 years
3-5 years
More than 5 years

No. of candidates
12

Total Candidates
45

Response%
26.67

25
45
55.55
8
45
17.78
Table 1: Total number of years the employees is working

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Working tenure
55.55%

26.67%
17.78%

0-2 years

3-5 years

More than 5 years

Figure 3: Total numbers the candidates employed

Findings and Analysis
In accordance to the above table, the working tenure of most of the respondents ranges between
3-5 years (i.e. about 55-5% of the candidates). On the contrary, there are about 26.67% of the
respondents population, who are like freshets, whose working tenure range from 0 to 3 years.
However, there are also about 8 respondents (forming 17.78% of the survey population) who
have work experience of more than 5 years.
Thus, it signifies the fact the employees whom the researcher chooses for undertaking the survey
can be reliable enough, thereby knowing about the various marketing procedures of LOreal.
Since they have a working tenure of 3-5 years, hence, neither are they too immature
professionally nor are they too obsolete with their working strategies. In fact, they can provide
adequate information in regards to the marketing strategies required to build LOreals corporate
identity and which of the two promotional media tools serves more effectively, i.e. print media or
digital media.

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Q2) Please identify your gender

Choices
Male
Female

No. of respondents
Total Respondents
Response%
20
45
44.44
25
45
55.55
Table 2: Determining the gender of the respondents

Gender distribution of the employees

Gender distribution of the employees
55.55%
44.44%

Male

Female

Figure 4: Gender distribution of the employees

Findings and Analysis
As per Table 2, about 55.55% of the respondents population comprises women whereas the rest
are men. Thus, it can be concluded from here that LOreal does promote employee recruitment
based on gender equality. Moreover, it is evident enough that since LOreal initially used to
manufacture beauty products mainly for women, therefore it hires mostly who can attend the
female customers.

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Q3) Which of these print media tools the company uses to establish its corporate identity
can be more effective over digital media?
Options
No. of candidates
Total candidates
Response%
Brochures
12
45
26.67
Magazines
18
45
40
Newspapers
8
45
17.78
Professional journals
7
45
15.56
Table 3: Type of print media tools in order to form LOreals corporate identity better than
digital media

Type of print media tools that establishes LOreals corporate identity better than digital media
40%

27%
18%

Brochures

Magazines

Newspapers

16%

Professional journals

Figure 5: Type of print media tools that establishes LOreals corporate identity better than
digital media
Findings and Analysis
In context to Table 3, 40% of the candidates believe that the usage of magazines is an effective
print media tool to establish corporate identity. However, 26.67% respondents support brochures
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as an important print media tools to form brand identity. Application of professional journals and
newspapers also stand out as quite significant print media tools, thereby attaining the support of
8% and 7% support of the respondents, respectively.
Thus, it is evident from the above data that fashion based magazines serve their effectiveness in
building corporate identity for LOreal in comparison to the digital media. Digital media tools
tend to incur costs, for instance, internet costs, costs of purchasing electronic equipment, such as
computers, television and radios, which tend to be higher than the costs involved in purchasing
fashion oriented magazines. Moreover, the magazines serve the purpose of updating customers
with the latest products and their importance. However, it seems that LOreal does not promote
itself much with the help of newspapers or professional journals.

Q4) What do you think are the advantages of using print media over digital media?
Options

No. of respondents

Total

number

of Response%

respondents
Unlimited Exposure
18
45
40
Targeting the masses
20
45
44.44
Loyal readership
7
45
15.56
Table 4: Benefits of using print media over print media

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Advantages of using print media over digital media

44.44%
40.00%

15.56%

Unlimited Exposure

Targeting the masses

Loyal readership

Figure 6: Advantages of applying print media tools over digital media

Findings and Analysis
In relation to Table 4, the most important and advantageous aspect of print media is that it
contributes in targeting a huge amount of audiences and 44.44% support of the targeted
respondents substantiates this fact. About 40% of the respondents also suggest that print media
helps in providing unlimited exposure to LOreal products. Finally, 15.56% of the candidates
opine that upholding loyal readership is another advantage of print media.
The advantages of print media in terms of unlimited exposure, targeting mass audience and
getting loyal readership was ascertained over digital media. With the help of the data, it can be
analysed that since print media tools like magazines and brochures, and newspapers are not
subject to strict time schedules like the programmes of the digital tools, therefore it provides
unlimited exposure. Moreover, it also helps in targeting the market and the audience so that it
helps in attaining a sustainable growth for LOreal.
Q5) What are the challenges that LOreal faces by using print media instead of digital
media?

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Choices
More

No. of candidates
inclination 18

towards digital media

Declining readership
12
One
way 15

Total candidates
45

Response%
40

45
45

26.67
33.33

communication
Table 5: Challenges that LOreal faces by the usage of print media tools rather than digital
media

Challenges faced while applying print media instead of digital media

40.00%
26.67%

33.33%

Figure 7: Challenges that LOreal faces while applying print media tools rather than digital
media
Findings and Analysis
As per Table 5, 40% of the respondents suggest that one of the major challenges that LOreal
faces is more preferences towards the usage of digital media. Even 26.67% of the respondents,
point out that the decline in the readership is also a challenge for LOreal. Nonetheless, 33.33%
candidates indicate that one-way communication is another primary disadvantage of print media
that LOreal faces.

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Thus, it can be analysed from the data that in the era of technological developments, people tend
to favour the usage of digital media so that they can they can attain audio-visual based
knowledge about the product. Hence, this also leads to a decline in the readership percentages.
Since LOreal uses print media over digital media at times, it has found to lose on some of its
readership base. Moreover, digital media tends to provide open communication between the
company employees or executives, thereby answering to the queries whereas there is no scope to
provide feedback promptly or get answer to queries.
Q6) What are the digital media tools that LOreal uses over print media to build corporate
identity?
Options
No. of respondents
Total respondents
Response%
Radio
10
45
22.22
Television
10
45
22.22
Social media
15
45
32.66
Official website
10
45
22.22
Table 6: Types of digital media tools that LOreal uses over print media to form corporate
identity

Kinds of digital media tools that LOreal applies over print media to establish corporate identity
32.66%

22.22%

22.22%

Radio

Television

22.22%

Social media

Official Website

Figure 8: Kinds of digital media tools that LOreal uses over print media to establish
corporate identity
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Findings and Analysis

In reference to Table 6, 32.66% of the respondents believe that social media serve as the most
effective digital tool in forming LOreals corporate identity. About 22.22% considers television
as the most effective whereas only 22.22% determines radio as a digital tool to develop LOreals
corporate identity. About 22.22% of the employees agree that LOreals official website is also
used as an effective digital media tool for promotion. As the above data highlights, in this present
technologically advanced scenario, undoubtedly social media marketing stands out as the most
effective digital media, in comparison to the other digital tools, as it can connect a wide range of
customers locally, nationally as well as globally. In fact, it is obvious that neither any of the print
media tools nor any digital media tools can address customers at such a global level.

Q7) What are the social media tools that LOreal uses over print media to share its business
information?
Choices

No. of candidates

Total

number

of Response%

candidates
Blog and Micro-Blog 5
45
11.11
Linked In
18
45
40
Face-book
5
45
11.11
Twitter
10
45
22.22
Others
7
45
15.56
Table 7: Types of social media tools that LOreal adopts instead of print media

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Kinds of Social media tools L'Oreal adopts instead of print media sharing business information
40%

22%
16%
11%

Blog and Micro-Blog Linked In

11%

Face-book

Twitter

Others

Figure 9: Kinds of Social media based tools that the company adopts instead of print media
Findings and Analysis
In accordance to Table 7, 40% of the candidates opine that Linked In is the mostly used social
media tools, whereas 22.22% respondents consider face-book as effective. On the contrary, blog
and micro-blog, and Twitter bags in the support of certain staff (about 11.11% each).Hence, it is
found that LOreal makes an extensive use of the social media tools, such as the social
networking sites can help in sharing business information and building appropriate corporate
identity. In fact, the responses highlight that LOreal makes maximum use of Linked In and Facebook in order to connect with people and share business related data on a large basis.
Q8) What do you think are the advantages of making use of social media rather than print
media?
Choices
Versatility
Transformability
Easily networked
Cost effectiveness

No. of respondents

Total

number

15
10
10
10

respondents
45
45
45
45

of Response%
33.33
22.22
22.22
22.22
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Table 8: Advantages that LOreal enjoys in applying social media over print media

Benefits of the usage of social media over print media

33.33%

Versatility

22.22%

22.22%

22.22%

Transformability

Easily networked

Cost effectiveness

Figure 10: Benefits that the company enjoys by the usage of social media rather than print
media
Findings and Analysis
In regards to Table 8, versatility stands out as the most advantageous aspect of the application of
social media tools, thereby attaining 33.33% of the respondents support. On the other hand, it is
also to be noted that transformability, cost effectiveness and easily networked are some of the
benefits of the usage of social media tools. Hence, each of them receives 22.22% of respondents
support respectively.
Print media does not provide the versatility, opportunity to create network with community
members, and is not that transformable. Moreover, it is not that cost effective also. Hence, it is
because of these reasons social media is able to pull more people towards itself. Moreover, the
data also authenticates that a piece of work on the internet not only provides information but also
contain several hyperlinks at the bottom, with the help of which a customer can gain more
knowledge about LOreals products. It is also cost effective because it requires no investments

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as such. It is open as well as free for all. In addition, employees believe that social media tools
help in transforming the content, thereby adjusting the audio-visual settings of the content.
Q9) What are the challenges that LOreal faces in the use of social media rather than print
media?
Options
Negative

word

mouth

No. of candidates
of 18

Total candidates
45

Response%
40

45
45

26.67
26.67

and

recommendations
Poor product reviews 12
Negative
brand 12

ratings
Security issues
3
45
6.67
Table 9: Challenges that the company experience by applying social media tools over print
media

Adversities that LOreal faces by usingsocial media as compared to print media

40.00%
26.67%

26.67%
6.67%

Figure 11: Adversities that LOreal face by the application of social media tools instead of
print media
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Findings and Analysis:

In reference to the above-mentioned table, it is evident that quite a major part of the respondents
population (i.e. 18 out of 45 candidates) agree that the negative word of mouth tend to act as a
challenge for LOreal when it applies social media tools. On the contrary, 12 out of 45 candidates
(26.67% of the total candidates) believe the fact that poor product reviews is a social media tool,
which tends to act adversely, thereby challenging the corporate identity of LOreal. Even 26.67%
of the respondents opine that negative brand ratings can also hamper LOreal brand identity.
Only 3% candidates believe that improper security conditions tend to build negative corporate
identity.
Thus, it is to be noted in accordance to the findings that the employees are aware of the fact that
LOreal faces a number of challenges in comparison to print media. There is no scope of negative
word of mouth or negative brand ratings, in case of print media. However, such is not the case
for social media. Since social media offers two-way communication, also known as open
communication, therefore, there is a high scope for negative publicity. Since most of the people
in modern days are part of the social networking sites, therefore they tend to post poor product
reviews. In addition to it, they also give low ratings to the products via those online rating sites,
which tend to rate different products based on product experience.
Q10) Does the use of social media over print media help to reach mass audience to enhance
the corporate identity?
Choices

No. of Respondents

Total

number

of Response%

respondents
Yes, to a large extent
28
45
62.22
Yes, to some extent
10
45
22.22
Not at all
7
45
15.56
Table 10: Effectiveness of social media over print media tools to enhance corporate identity

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Efficacy of social media tools over print media tools to develop corporate identity
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Yes, to a large extent

Yes, to some extent

Not at all

Figure 12: Efficacy of social media tools over print media tools to develop corporate
identity
Findings and Analysis
In accordance to Table 10, it is visible that 84.44% of the respondents (62.22% agrees largely
and 22.22% to a certain extent) or employees agree that more usage of the social media over the
traditional media tools contributes in reaching out to the customers, thereby developing their
corporate identity. However, only 15.56% of the candidates disagree.
A maximum part of the targeted respondents supports the efficacy of the social media tools in
reaching out to the mass audience in order to build the corporate identity. In fact, it makes sure
that even the employees of LOreal are aware of the fact that since social media is cost effective
and a two-way communication, therefore more people get interested in making use of social
media to get connected. Thus, if companies like LOreal makers more use of social media tools
in comparison to the traditional ones, then it can help the company to increase its web of
connectivity, thereby building positive corporate identity.

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4.2 Part B:

Qualitative Data and Analysis: Interview Questions for the Managers

Q1) Which among the two, print media or digital media tools does LOreal use more to
establish its identity?
As the marketing experts of LOreal opine, they used to apply print media tools earlier such as
advertising its products in the beauty based brochures and magazines. However, at present, as
one of the experts from the advertising department points out, LOreal makes use of television as
well as social media as digital media tools more for establishing its identity effectively. In fact,
LOreal forms contracts with celebrities, thereby making celebrity endorsements in order to
attract customers.
Q2) What are the promotional strategies that LOreal uses to enhance its current corporate
identity? Which one proves to be more effective?
A majority of the respondents put forward that LOreal undertakes promotional strategies
keeping in mind that a wide range of population can be reached with the strategies. Hence, it
mainly focuses on communication via social networking sites, such as Linked In, Twitter and
Face-book. In fact, as one of the marketing managers states, since LOreal already has 300,000
fans on Linked In, therefore it plans to take a unique and innovative approach in order to activate
its community with the help of an online campaign, Are You IN? Although this particular
attempt is mainly for hiring appropriate employees, however even the customers can visit the
link- http://lorealareyouin.com/ in order to know the effectiveness to which LOreal hires its
candidates. This in turn can enhance the brand identity of LOreal.
However, another manager states that LOreal conducts campaigns and distributes outside malls
or colleges in order to make sure whether the customers have problems in context to its products
or the new additions or innovations that they want to see in LOreals products. However, it is
found that social media tools proved more effective in pulling in the attention of more customers,
in fact people across the globe in comparison to the usage of print media, which is possible only
on a limited population.

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Q3) How can the use of digital media as compared to print media help to engage mass
consumers to develop brand identity?
One of the managers mentions social media as an effective way to connect with mass customers,
thereby categorizing social media as spectators, creators, critics etc. In fact, it is found in
this technologically developed era, consumers tend to communicate with their peer groups,
friends and relatives regarding their experiences. Hence, they act as carriers of brand identity.
Digital media communication strategies help to connect with the customers, thereby sharing of
ideas and exchange of information. Moreover, the LOreals customer service department
promptly addresses customers queries and complaints through digital media, which cannot be
impossible with print media tools. Unlike print media, digital media tools helps in updating
customers over social media regarding any fresh arrivals or the latest discounts on the beauty
items. LOreal also plans to come up with certain fun activities over social media with the help of
which the customers can win beauty items in the form of prizes in case they win the activities.
This tends to connect the customers with the brand.
Q4) What are the major challenges that the company faces in using digital media instead of
print media for enhancing brand identity?
One-way communication is the problem, as the marketing managers and market analysts opine,
that LOreal faces with digital media such as putting up advertisements on television and radio.
Thus, company is unable to get any form of feedback from the audience. This is turn also
dissatisfies the audience at times. On the other hand, even the social media tools introduce a
challenging situation for LOreal at certain situations since it is not scalable. It tends to be
difficult for the staff of the media-marketing department to stare and follow each tweet of the
customers.
One of the managers even indicates that earlier brand marketers used to possess the power to
circulate information about the products. However, at present it is with the recent technological
and social media developments that a consumer is only a click away from circulating their
viewpoints about the products. However, certain customers tend to post exaggerated stories,
spread negative word of mouth and circulate fake reviews extensively and the brand marketers
remain as mere observers. Thus, it is a challenge for LOreal to handle such situations.
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4.3 Conclusion
On the completion of this chapter, it can be indicated that the researcher successfully analyses the
data that has been obtained by quantitative and qualitative methods. The quantitative data that the
researcher obtains from the employees of LOreal informs the researcher about the effectiveness
of digital media, especially social media over print media. The analysed data also presents the
advantages and the challenges that LOreal faces while using both in order to which one is better.
Moreover, the qualitative data that the researcher gathers from the marketing managers
substantiates the fact that in order to pace up with the modern competition and build up a
positive brand identity, LOreal prefer undertaking effective social media promotional strategies
instead of the print media and other digital tools.

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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS

5.0 Conclusion
In this particular chapter, the researcher sums up the entire research, based on the findings that
primary as well as the secondary research provides. The researcher finally links the research
objectives with both, the findings of primary research and literature review in order to find out
the extent of success in conducting the research. Eventually, the researcher provides certain
recommendations to the managers and experts of the marketing department of LOreal in order to
make effective use of social media tools along with proper print media and digital media tools
also in enhancing its corporate identity. This chapter also contains the restrictions that the
researcher faces while working on the dissertation. Nonetheless, the researcher even states the
extent to which this specific research has a scope to be worked on, in future.

5.1 Linking objectives with the literature review and findings

5.1.1 To critically examine and understand the contribution of print media and digital
media in constructing and promoting a strong brand name
Empirical findings obtained by the researcher suggests that print media tools as well as digital
media tools help in building a strong and positive brand name for a company. Print media tends
to attain a loyal readership to a particular company. In accordance to the information that the
secondary research presents, print media tools have been used by most of the companies down
the ages to advertise their products, thereby building a corporate identity. Moreover, it is because
of the technological development that the print media tools such as magazines and brochures
have become more attractive looking along with their informative content. With the passage of
time, the emergence of digital media tools, such as television and primarily the social media
contributes in upholding the positive aspects of the companies products and services and the
experiences of the already existing customers. In addition to it, secondary research also reveals
that, the usage of print media and digital media primarily helps in differentiating the products
from the competitors. It helps the audience to determine and decide the products of which of the
companies best satisfies the needs and preferences of the audiences.
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5.1.2 To critically evaluate the effectiveness of the role of digital media and print media in
building corporate identity for LOreal
In accordance to the responses of the employees (quantitative data) as well as the marketing
managers (qualitative data) of LOreal it is evident enough that, LOreal does make an effective
use of the print media tolls as well as the digital media tools. In case of print media, LOreal
advertises its products in the allure magazines and other fashion-based magazines. In fact, the
beauty experts tend to provide beauty tips to both, men and women for enhancement of their
beauty. Moreover, they also attend to the queries of various customers with beauty-oriented
problems, which are published in the magazines in the FAQs section. This helps in building a
positive customer brand relationship, which in turn helps in building corporate identity. As the
managers state, the marketing staff of LOreal distributes leaflets and brochures in shopping
malls and other public visits and puts up hoardings on streets in order to make more people
conscious about the products. LOreal also advertises its products in certain newspapers so that it
is able to obtain a wide customer base. In fact, as secondary research indicates that newspapers
stand out as one of the cheapest sources of information provider under print media, therefore it is
evident that LOreal does not want to lose on the customers who mainly focus on newspaper
readings. Along with newspapers, LOreal also uses business journals in promoting its products.
However, it is done on a limited amount (as the primary research suggests that only 15.56% of
the employees agree of the effectiveness of business journals).
However, since LOreal is aware of the fact that it is necessary to reach out to more customers in
present times, therefore it lowers the usage of print media at present, thereby making use of the
digital media tools like television, radio and social media marketing tools. The marketing
managers of LOreal are aware of the fact that radios tend to be portable, because of which
advertisements on radio can reach out to audiences even when they are travelling or when there
is a power-cut, (battery-oriented radios). The attractive audio-visual advertisements on television
lure the audience towards the products, thereby building a corporate identity. Even the social
media sites contribute in promoting the products and the feedback of the already existing
customers. As the managers suggest, LOreal makes an extensive use of Face-book, Linked In
and Twitter as well as blogs to share information about the products as well as the experiences.
The employees whom the researcher chooses for surveying also substantiate this fact. Even
literature review substantiates that digital media provides easily understandable and attainable
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information. The managers of LOreal also reveal that they form contracts with celebrities in
order to make celebrity endorsements to make the audience get attracted towards the latest
products.
Thus, it is evident enough that print media and digital media contributes largely in constructing
LOreals brand name. On one hand, print media helps LOreal in attaining a loyal readership as
well as provide unrestricted exposure. On the other hand, since digital media is versatile in
nature therefore it helps in presenting the audience with audio-visual advertisements. In fact,
social media tools help LOreal to promote its products in a cost effective way, since it hardly
involves any finances (except for the internet connection expenses).

5.1.3 To find out the challenges that LOreal faces while using print media and digital
media and provide recommendations in accordance to them
Apart from experiencing a number of benefits of print media and digital media tools in building
up a positive corporate identity, there are certain challenges that LOreal faces, because of which,
at times it also leads to the formation of a negative corporate identity. As the researcher presents
the opinions of certain critics in the literature review section, in this era of technological
developments, the increasing inclination towards the digital media tends to reduce the interest
towards the advertisements on print media tools. This turn out to be a challenge for LOreal since
it leads to a decline in the loyal readership. In fact, even the empirical investigation (where about
40% of the employees consider inclination towards digital media as a threat for print media)
authenticates the above data. As one of the managers even indicates that, since people get to view
the product visually on screen and gain information it, they hardly show interest in flipping over
the pages of magazines. Moreover, as a considerate amount of respondents, agree print media
restricts in building a positive corporate identity as it provides mere one-way communication.
On the other hand, LOreal also faces certain challenges while using digital media tools, such as
television, radio and social media. Since radio provides only audible information, therefore it
cannot display the extent to which the beauty products beautify each of its users. Moreover,
negative word of mouth tends to spread pessimistic and adverse information about LOreals
products to not only peer groups, family and friends on local level but also at a global level. It is
evident from the empirical research that, with the use of social networking sites many customers
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tend to post poor product reviews. In fact the managers mentions that, at times some of the
customers tend to put up fake stories about their bad experiences, which in turn, produces
negative publicity of LOreals brand name. Data that the research obtains from the survey also
suggests that certain customers post negative brand ratings for LOreal. Since people across the
globe have access to these social networking sites therefore, as the managers, states it is obvious
that the negative publicity spreads like a forest fire.
Thus, on having linked the objectives with the information obtained from literature review and
findings, it can be concluded that even though LOreal makes use of both, print media tools and
digital media tools; however there are certain loopholes that still exist in the marketing
procedures of LOreal. Hence, a set of recommendations is noted down in the next section of the
chapter.

5.2 Recommendations
The researcher enlists few suggestions to the marketing department of LOreal based on the
challenges that it faces by using print media as well as social media in building positive
corporate identity.
5.2.1 Regularly update corporate activities on print / digital media
The managers and experts of LOreals marketing department should update its official website
and the magazines with information on a regular basis. It is to be noted that customers are hungry
for updated information and thus keep on looking for new content. In fact, they find existing
information as monotonous and boring. Thus, LOreal should come up with innovation such as
herbal-based products or natural beauty products and provide information and advertisements
about them on print media as well as digital media. With the help of such updates, LOreal will
be able to retain the customers in front of the screen for a long time. It should also provide
updated information on print media and digital media regarding the various trade fair exhibitions
in which it participates. Moreover, LOreals marketing department should also put up updated
information about the new offers and discounts at regular intervals. This will build interest
among the internet users to surf through the companys website as well as its social networking
sites to check the updates. Hence, it will contribute to LOreal in building a positive corporate
identity.
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5.2.2 Integrate the CRM with the social media

LOreal should also concentrate on integrating the CRM activities with the help of social media
tools. The company should make use of the social networking sites such as Twitter and Facebook in answering to customer queries, thereby acting as advisors. Moreover, it should also
begin an online chat process (probably a 24x7-service one), which can provide services to the
already existing as well as the potential customers. The social media-marketing experts should
also focus on opening up a new and separate page for each consumer in order to attend them. In
addition to it, the company can also ask its audience to post their complaints online, to which the
customer-care service experts are going to attend to as fast as possible. This will help to impress
not only the people with problems but also the other audiences, thereby proving that LOreal
attends to its customers requirements and problems with quick service. This in turn will help
LOreal in enhancing its corporate identity in an effective way.

5.3 Limitations of the research

At the time of conducting the study, the researcher faces a number of problems. For instance, the
researcher conducts the study under strict time constraints and financial restraints. The researcher
restricts the study merely by doing cross sectional research instead of doing longitudinal
research, thereby doing it with different sets of candidates over an extended period. Moreover,
the researcher chooses a small sample size both for the collection of quantitative data and
qualitative data. Since the researcher realizes that handling a huge population for quantitative
data will be a difficulties and involving huge amount of time and finance, therefore only 50
employees have distributed the questionnaires. On the contrary, the researcher interviews only 5
marketing managers and experts from LOreal because few of the other managers did not turn up
due to time issues.

5.4 Scope for Future Research

It is to be noted that future researchers, in the form of secondary source of information, can use
the information that the researcher collects in this research and the findings and analysis of this
study. Future researchers can use this for basic information and then conduct an extensive
research, both quantitatively and qualitatively in order to get much more effective outcomes. In
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fact, future researchers can also use this study as basic information in order to conduct a
comparative study of few more beauty-product selling companies and their usage of print media
and digital media in obtaining a strong corporate identity.
.

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References
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APPENDIX

Part A: Survey Questionnaire

Q1) How long have you been working with LOreal?
Options

0-2 years
3-5 years
More than 5 years

Q2) Please identify your gender

Male
Female

Q3) Which of these print media tools the company uses to establish its corporate identity
can be more effective over digital media?
Options

Brochures
Magazines
Newspapers
Professional journals

Q4) What do you think are the advantages of using print media over digital media?
Options

Unlimited Exposure
Targeting the masses

Loyal readership
Q5) What are the challenges that LOreal faces by using print media instead of digital
media?
Choices
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More inclination towards digital media

Declining readership
One way communication

Q6) What are the digital media tools that LOreal uses over print media to build corporate
identity?
Options

Radio
Television
Social media

Q7) What are the social media tools that LOreal uses over print media to share its business
information?
Choices

Blog and Micro-Blog

Linked In
Face-book
Twitter
Others

Q8) What do you think are the advantages of making use of social media rather than print
media?
Choices

Versatility
Transformability
Easily networked
Cost effectiveness

Q9) What are the challenges that LOreal faces in the use of social media rather than print
media?
Options

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Negative word of mouth and recommendations

Poor product reviews
Negative brand ratings
Security issues

Q10) Does the use of social media over print media help to reach mass audience to enhance
the corporate identity?
Choices

Yes, to a large extent

Yes, to some extent
Not at all

Part B:
Interview Questions
Q1) Which among the two, print media or digital media tools does LOreal use more to
establish its identity?
Q2) What are the promotional strategies that LOreal uses to enhance its current corporate
identity? Which one proves to be more effective?
Q3) How can the use of digital media as compared to print media help to engage mass
consumers to develop brand identity?
Q4) What are the major challenges that the company faces in using digital media instead of
print media for enhancing brand identity?

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