Marketing Strategy And SWOT Analysis of L’OCCITANE
Natural self-care products have become increasingly widespread in the past few years. That is because a nice self-care routine also ensures one feels better inside. And once all of those are combined, a great and productive mindset and lifestyle can easily be implemented. The natural care industry is competitive. One of the best-known ones is L’OCCITANE. They are dedicated to producing high-quality goods and upholding environmental sensitivity at every stage of the production process. Their company’s focus is on genuine, high-quality goods. This blog will look into a general in-depth marketing analysis of the company to better understand its success.
Mission and Vision of L’OCCITANE.
Mission statement
“With empowerment, we positively impact people and regenerate nature.”
The transition of the business into a “geographically balanced, multi-brand group” is represented by the new corporate mission. The mission’s three central tenets are to restore nature, ensure that the group’s efforts benefit people, and empower.
L’Occitane wants to empower its stakeholders to spur innovation, open new opportunities for its partners, and benefit its customers and communities.
L’Occitane will deepen its commitment to the communities engaged in its products’ ethical sourcing, design, manufacture, and marketing to guarantee that the organization’s actions positively influence people.
The group will concentrate on nature and how everyone’s good deeds can directly affect it to renew the heart.
L’Occitane has approved changing the business’ “Articles of Association” to embrace ESG factors to safeguard the mission over time and consider it when making decisions. Each leadership team member is now a steward of the group’s mission due to the organization’s creation of a Sustainability Committee.
Working together is the most effective approach to making a difference in the quickly changing world, according to Reinold Geiger, Chairman of the L’Occitane Group. In that regard, their mission—a sincere desire to benefit both people and nature—unites and motivates them.
The L’Occitane Group’s CEO, André Hoffmann, continued, “The essence of the purpose has always been vital to our business. However, as we go further and welcome more companies, we understand the need to highlight our shared objectives.
The company thinks this point in our evolution is ideal for announcing a new corporate mission that appeals to and involves all its stakeholders. Their distinct mission will enable them to advance in collaboration, respect others, and unite as a group of synergistic companies.
Vision statement
“Our ambition is to be the market leader for natural cosmetics.”
Authentic and high-quality products are at the core of the business. They have maintained a high-performance thanks to these items, a resilient company approach, and sustainable development.
The critical values of the L’OCCITANE Group are authenticity, teamwork, entrepreneurship, and leadership by example.
To work at L’OCCITANE, you must adhere to these principles. It entails being upbeat and genuine, open to listening, and considerate of others to advance together. Working at L’OCCITANE also entails sharing their dedication to the environment and nature and assisting us in pursuing even more sustainable development.
They enjoy fostering a friendly and stimulating work environment where everyone feels free to take the initiative, be creative, and push their boundaries.
Now, let us guess the archetype L’OCCITANE belongs to.
To do so, let us quickly look at this Instagram post.
The caption of this post describes everything that we need to know in-depth. In the first photo, we see shea procreation; in the second photo, we witness it grow to an extent.
The women’s cooperatives in Ghana and Burkina Faso treat shea plants carefully at every step. To protect the tree, they only take the shea fruit when fully mature and only from the ground. If required, they will even travel a great distance to ensure this.
This honest effort helps the shea trees flourish, which is their objective in the fight against the desert and climate change.
This benefits the countless insects and birds, crucial for preserving the ecosystem’s delicate balance. The latter system can only grow and develop when each element helps the others. It is a system that works because it believes in endless good.
So it is clear that it is not exaggerating in the least. Beyond serving as the Shea Trees’ guardians, the ladies do other roles. They are, to put it simply, supporters of an extensive biodiverse ecosystem.
What can we guess from this Instagram post?
As every act is an act of care, the latter makes it incredibly clear that taking care of nature and people is one of the most significant focuses of the company.
Secondly, this approach of taking the fruit only from the ground so as not to harm the trees also does good for other creatures. In turn, the ecosystem will keep on thriving.
These two points lead us to conclude that the archetype that L’OCCITANE belongs to is the Caregiver.
What do we know about this archetype?
Desire: rescue individuals from damage
Aim: to support others
Strategy: accomplish something for others
These are the messaging levels of the archetype.
Level One: witnessing somebody in Necessity
Level Two: watching for and cultivating one’s dependents
Level Three: suspending self-care with supervision for others
Level Four: generosity, respect for the more extensive world
The Caregiver provides a good identity for brands:
- that put a significant focus on customer service; the offering is one of the competitive advantages
- that assists families in multiple circumstances, from food to well-being, etc.
- that concentrate on help in education, health care, and other caregiving zones, such as politics
- that encourage people to stay connected with one another and care about each other
- that motivate individuals to take care of themselves
- for charitable activities and non-profit purposes
Brand archetypes: Why are they significant in practice?
Why are brand archetypes important in real life?
The emphasis of various businesses’ communication strategies may be on various channels with various objectives. All of these signals are connected, nevertheless, by a fundamental logic. This is when branding- and archetype-based communication is applied.
Using archetypal branding guarantees your messages are distinct, clear, and creative. Every interpretation will have a different impact on the effectiveness of a motivational quotation that claims your business can reach every person on the planet.
The emphasis of one archetype is on learning, whereas the focus of the other is on being a hero. Marketing professionals who use communication based on archetypes can combine their thoughts to produce more effective messaging.
To better understand how to turn your brand messaging into something more practical, look at the “8 Steps To a Complete Archetypal Branding.”
SWOT analysis of L’OCCITANE.
Strengths
Geographic presence: One of the organization’s key strengths can be its regional presence in several places. It establishes the company’s market penetration and guarantees simple accessibility.
Extensive product portfolio: Due to the organization’s diverse product offering, it may be possible to increase the client base and balance out losses from one product category with gains from another.
Online presence: Effective social media management and a solid online presence on various social networking sites can increase the impact of positive e-WOM and foster long-lasting relationships with customers.
Strong financial position: The company may be able to make additional investments if its finances and general health are substantial.
Supplier access: The total effectiveness of the firm can be increased by having access to suppliers who provide raw materials at a reduced cost.
Location benefit: The locational advantage can boost the company’s competitive positioning in several ways, including lower costs, better accessibility, or higher brand recognition.
IT Infrastructure: A well-developed and seamlessly connected IT infrastructure can enhance operational effectiveness and understanding current market trends.
Human capital: When a corporation is service-oriented, competent, and dedicated, people’s capital can be a potent source of competitive advantage.
Good product quality: The performance of L Occitane en Provence in a cutthroat market is enhanced by high product quality.
Workplace diversity: Diversity in the workplace can be a significant competitive advantage, especially if the company plans to expand internationally.
Horizontal and vertical integration: Vertical and horizontal integration can improve access to raw materials, boost control over the entire value chain, and hasten the delivery of finished goods to the consumer.
Intellectual property rights: It may be possible for a company to hold various intellectual property rights that make its product offers distinctive and complex for rivals to copy.
Weaknesses
Poor waste management: Environmentalists may criticize the organization for its inadequate procedures and inability to incorporate sustainability into commercial processes.
Poor inventory management: Poor inventory management techniques could prevent the business from becoming less efficient.
Money shortage: A lack of cash or insufficient current assets has a detrimental impact on the liquidity situation and the organization’s overall effectiveness.
Need for more advertising budget: The ability of the business to grow its customer base and promote repeat business is weakened by a lack of funding for marketing and promotion operations.
Poor market knowledge: Less money spent on R&D might cause a company’s performance to suffer from a lack of understanding of the local and global markets.
Trouble meeting customer expectations: An inefficient strategic decision-making process results from a need for more understanding of client demands and expectations. Due to this limitation, the organization might need to help pinpoint possible product/service mix enhancement areas.
Product traits: When compared to the qualities of the product or service, the business’s prices could not be seen as reasonable. It suggests that the pricing approach needs to be revised.
Unsatisfactory customer service: Poor customer service (such as ineffective handling of customer complaints) can result in negative word-of-mouth about the company and impact business growth.
Extended decision-making process: The L Occitane en Provence’s excessively slow decision-making costs the company money when it takes too long to launch new products.
Poor project management: Internally, shoddy management techniques might make it more difficult for the organization to open new locations or broaden its product offering.
Absence of organizational commitment: High employee turnover and a lack of organizational commitment can raise the cost of hiring new staff and lower productivity.
High job stress: Low worker morale due to increased workplace stress makes the workforce less productive.
The imbalance between leadership style and objectives: When the organization’s leadership style and primary strategic goals are out of sync, the corporate organization may become aimless.
Organizational culture: When corporate culture is out of sync with business/strategic goals, it becomes a significant internal vulnerability. For instance, the primary strategic objective of the selected company organization is to introduce novel and unique products to the market. However, a risk-averse attitude permeates organizational culture and prevents individuals from exercising innovative thought.
Opportunities
Population growth: The exponential increase, especially in the existing or potential client categories, presents a significant opportunity for corporate organizations to expand.
Altering consumer needs: If the corporate organization has good market information, the changing client’s wants, tastes, and preferences may present an opportunity.
New technology development: It is possible to use the creation of new technologies to aid in the production and distribution of goods and services to integrate innovation into business processes. Integration of cutting-edge technology can lower costs, boost productivity, and hasten the release of new goods.
Customers’ disposable income advancement: An opportunity to launch more high-end products can be seen in the rise in consumer disposable income and the affluent clientele.
Interest rate decrease: Reduced interest rates make it simpler for businesses to raise funds and obtain credit at cheaper costs.
Creative product demand: Customers may favor innovative and new goods and services due to shifting preferences.
Social media marketing emergence: If L Occitane en Provence can ensure a solid online presence on various social networking sites, the move toward e-commerce and social media marketing can have tremendous potential.
New market segments emerging: New market niches and segments present business and product line expansion prospects.
International market: The organization can enter the international market, target an internationally scattered customer base, and boost profitability due to the thinning of geographic barriers and growing global interconnection.
External environmental factors: A favorable external environmental element for L Occitane en Provence is the government’s subsidies and other initiatives to improve the economic climate.
Lifestyle changes: More use of consumer products and services and more opportunities to promote the purchase result from customer lifestyle and standards improvements.
Threats
Altering regulatory frameworks: The L Occitane en Provence faces a severe threat from the evolving regulatory landscape and the implementation of new, stricter restrictions. It complicates and makes it harder for the corporate organization to comply with the law. The likelihood of costly legal actions increases when regulations are not followed.
Lack of skilled labor: The organization may find it challenging to attract personnel with the appropriate skill set due to a shortage of competent work on the market.
More competitors: The organization’s capacity to maintain and grow its client base is impacted by the rising number of direct and indirect competitors.
Languishing economic circumstances: When they directly impact customers’ spending habits and purchasing power, the deteriorating economic conditions hurt business performance.
Inflation elevation: The cost of production goes up as a result of inflation, which also has an impact on corporate profitability.
Boosting environmental sustainability: When supplied goods or services are not eco-friendly, the expanding environmental sustainability trends pose a severe danger. It damages the brand’s reputation in a cutthroat market and attracts negative attention and criticism from environmentalists.
Globalization: The organization is compelled by globalization to work across borders and deal with cultural variety, which could be harmful if the organization lacks cultural intelligence.
The target segment of L’OCCITANE
This video is advertising the brand’s shea butter hand cream. We are following this woman’s home self-care moment. This 36-second video shows how quickly it can take to feel a little better while paying particular attention to self-care.
What can we gather from this video now?
Of course, excellent self-care not only makes you feel great about yourself but also makes you more attractive. It can be the smell, the feeling, or the legacy of the product you are using. However, once you stick to taking care of yourself, you appear more charming.
Secondly, while this ad is pretty simple, a lot of thought is put into it. From its setting to its decoration, it looks incredibly inviting.
From these two points, it becomes apparent that the segment that L’OCCITANE has chosen to target is Chardonnays.
Lifestyle and values:
One of the main traits that distinguish Chardonnays is their optimism. They sincerely like spending time and making memories with their friends and loved ones. They are consistently eager to try new things. They believe that their optimism equips them with a practical outlook on life. However, others might contend that this confidence is fundamentally naive.
Chardonnay’s attractiveness is a crucial quality. They thrive when people around them have positive perceptions of them. Chardonnays need to appear gorgeous to the opposite sex.
You have probably encountered people who exude an attractiveness that makes you believe they were born with it. But in reality, they have spent a lot of time preparing. These people are the Chardonnays. Another aspect that deserves attention is the employment of an outstanding style.
Chardonnays are also exceptionally social. They want to visit different places and interact with different kinds of people. The people in their social circle greatly reflect who they are as people.
This part affirms the existence of a higher power. It need not be God but could be any higher spiritual power than ourselves.
Chardonnays take an active interest in other cultures and absorb them into social interactions. They enjoy spending time with their foreign friends because they can learn much from them. Who better to ask to teach you about other cultures than locals?
Any breaking news or new trends need to be covered in this section. That significantly raises their IQ. Of course, they can also teach their pals a lot, which gives their confidence some color. The ability to stand out and be odd is, after all, unique.
Most Chardonnays are young adults who live in cities. Living in a city brings a lot of excitement and enjoyment. They enjoy traveling to small towns to get away from the chaos. However, that can only go on for a weekend.
Attitude to shopping:
Chardonnays shop a lot because they are very conscious of their beauty. This market segment practically survives on retail. Therefore, Chardonnays are always at the cutting edge of style. They frequently purchase everything they want. Chardonnays will set money aside for that thing if it seems costly.
This market favors products of superior quality. As a result, everything they purchase, including apparel, is of a high caliber. Quality above quantity is the way to go for this niche. Embroidered emblems on expensive goods are inappropriate for Chardonnays. They favor preserving a refined, elegant appearance.
Advertisements must amuse Chardonnays for them to pay attention. An ad must convey some pertinent message for this demographic even to consider purchasing.
Advertisements for Chardonnays are dull and mainstream. Instead, people prefer persuasive and captivating commercials. For instance, appealing to Chardonnay drinkers with hilarious advertisements might be effective commercial marketing.
Interesting facts about Chardonnays
- Their hobbies reflect their personality somehow; that is why they enjoy going to the gym, for instance.
- They have a pretty active social life, with nightlife being a leading implementation
- Shopping is their self-rewarding mechanism
- Consum the media actively to gain more information
- Adore sharing their life details with their loved ones
- Consume the TV more than the average person, and enjoy reading magazines.
And that concludes this blog. We gained profound insights into L’OCCITANE’s marketing by learning about its mission and vision, archetype, SWOT analysis, and segment. Remember to stop by our main website for more informative content.
