Facebook- a Marketing Instrument and Differentiator in Brand Positioning. A Case Study on L’Oreal Paris Romania

Abstract

This paper addresses the impact of Facebook in the brand positioning approach of an organization. Brand positioning is considered nowadays a goal of the marketing endeavour and a resource. Its versatile construction makes it a desirable and useful tool in the development of any organization. From a business perspective, Facebook can deliver high yields through its instruments, rendered connections between members and fast feedback within specific groups considering conspicuous advantages, such as: the number of users, accessible information, versatile instruments and applications and feedback options L’Oreal Paris was one of the first Romanian brands which considered Facebook for communicating with its customers. Although, since the launching of its page, the competitor brands displayed significant accomplishments with their Facebook profiles, L’Oreal’s page fan base increased organically at a satisfactory rate, the company being very attentive in providing proper interactions with the fans. We measured the impact of L’Oreal Paris’s Facebook profile on the Romanian consumers through an online longitudinal study performed in 2011 and 2012. We were able to assess the evolution of important indicators, such as: target segment structure,  information sources, satisfaction, brand associations and perceptions and purchase decision making influences. Considering this example, it can be stated that Facebook could be used by an organization as an instrument, but also as resource in differentiating a brand from others within a product category. The use of Facebook as a differentiator must be understood as an ongoing endeavour closely connected with the other instruments deemed necessary by an organization.