Exploring the Marketing Mix Assignment

New Hair Care
Product

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Description on the new product..................................................................................................1
Analysis of the market for this product ......................................................................................2
Strategy for the segmentation, targeting and positioning of the product ...................................5
Marketing Mix for this product...................................................................................................5
REFLECTION.................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books & Journals........................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
Today, viral marketing or word-of-mouth consider as no enough process to promote a
product. The reason behind this is competition, where availability of same commodities on
competitive price rates, sates a firm to adopt digital technology for making their brand visible.
Instead of planning the budget, a company requires to create an experience within digital age. In
the present report Fenty Beauty is chosen as the base company so that the analysis will be
conducted in an effective manner (Chen and Jermias, 2014). It is a cosmetic company which was
launched in the year 2017 by a world famous singer Rihanna. Robyn Rihanna Fenty is a
Barbadian singer who is a fashion designer as a business woman also. In this report various
sections are going to be covered which includes detail description of the hair care products which
is going to be launched by Fenty Beauty within the marketplace of UK. For this, various aspects
are required such as STP approach along with marketing mix elements. In order to analyse the
internal as well as external marketplace, SWOT as well as PESTLE analysis are conducted in
this report.
MAIN BODY
Description on the new product
In the present report, Fenty Beauty is chosen as the base company which was established
in the year 2017 by a Barbadian singer Rihanna. Company mainly provide cosmetic products to
their customers and its products are available in around 15 countries. Fenty Beauty is a cosmetic
label which attract large number of customers towards their brand within one year which provide
them huge amount of profitability at the marketplace. In order to expand their product line, Fenty
Beauty is going to launch a new hair care product at the marketplace. Company introduce new
hair care products which is hair straightening serum which is prepared with organic and natural
material. Along with this, there are different advantages of hair straightening serum as it is a
product which is purely organic and does not includes any kind of chemicals. It will protect hair
from damage and provide smooth & straight hair. These are biggest benefits for using natural
and organic hair straightening serum (Davies, 2016). Along with this, best organic and natural
health care products helps an individual reversing damage and strengthening hair. Here are the
different advantages of the organic hair straightening serum such as Environmental friendly,
good for skin health, natural ingredients, strong and long hair etc.

Analysis of the market for this product
In order to examine the external marketplace for Fenty Beauty, management team of the
company conduct PESTLE analysis so that they can identify the present marketplace. Fenty
Beauty is a new make-up and cosmetic brand who tries to attract young and teen age girls
between the age group of 18 to 35. For examining the current marketplace of the organisation,
management team of Fenty Beauty conduct a PESTLE analysis which are going to be discussed
as follows:
Political Factor: There are ample number of political factors which need to be
considered by the management team of Fenty Beauty. Some of these elements includes legal
issues, trade regulations, taxation laws, political stability and so on. In context of Fenty Beauty, it
has been analysed that the political state of the country is stable (Goffee and Scase, 2015). All
these factors need to be considered by the managers of Fenty Beauty so that they can perform
their activities in an effective manner. They provide new health care product which is hair
straightening serum includes organic material along with this it is also very important for them to
follow all the political conditions of the country.
Economic Factor: It is the factor which consists of different elements such as economic
growth, inflation, saving & interest rate and many more. In the present context of Fenty
Beauty, it has been said that company mainly offers high range products which can not be
affordable by every individual. Therefore, it is essential for the managers of company to analyse
current marketplace along with the per capita income of individuals living within the country.
Apart from this, business entity need to adopt economic pricing model which is compatible with
the majority of individuals person income group.
Social Factor: It is another factor of PESTLE analysis which includes lifestyle, beliefs,
attitudes, change in trends as well as behaviours of users. In the present context, it is identified
that individuals become more active and concern about the environment and chose those
products and services which is eco friendly. Fenty Beauty is a new and innovative venture which
mainly provide cosmetic products to their customers (Jeston, 2014). After doing market analysis,
it has been analysed that female customers have a lot of concern about their hair which leads to
increase in the demand of hair care products at the marketplace. In order to grab this opportunity,
management team of the company decides to launch innovative hair care products at the market
which is hair straightening serum includes organic and natural raw material.

Technological Factor: This is the factor which consists of various factors such as
innovative trends and techniques which changes the overall market position of the company. In
the present context of Fenty Beauty, it has been said that company mainly deals in cosmetic
products and provide more than 50 shades of foundation which is their biggest strength. At
present company decides to launch a new hair straightening serum at the marketplace. For this,
company uses various latest technologies so that they can provide high quality products and
services to their customers. It is essential for the company to provide innovative and unique
products to their customers (Jocovic and et. al., 2014).
Environmental Factor: In today's competitive environment, each and every business
entity require to perform their task in such a manner that environment do not affect. It is essential
for the Fenty Beauty, to perform all there business functions in an effective and eco friendly
manner so that large number of customers get attracted towards the company. Along with this,
management team of the cosmetic brand use all the raw material which do not affect the external
environment. In addition to this, managers decides that there must be less of plastic and other
chemical based products which pollute the environment and create negative brand image of the
company at the competitive marketplace.
Legal Factor: Each and every company should operate their function by considering all
the legal factors. There are some rules, regulations, legislations which need to be follow by every
company while they perform their business functionality at the marketplace. In the present
context of Fenty Beauty, it is required by the management team to follow all the regulations
decided by the government of UK. Managers must consider health & safety law, equal pay act in
their organisation which assist them for their smooth running of business (Klettner, Clarke and
Boersma, 2014).
Situational Analysis
Strength Weaknesses
 One of the biggest strength of Fenty
Beauty is its brand name which is
associated with Rihanna. This as a
result assist them in order to attract
large number of customers towards
their company.
 Apart from the strength of Fenty
Beauty, weakness of the company is
that there products are costly which is
not affordable by every individual
within the company.

 In addition to this, company provide
more than 50 shades of foundation
which is their main strength as no other
rival company provide such kind of
variety.
 Along with this one of the biggest
weakness of a cosmetic brand is that
not every skin type suits the products
offered by them which create negative
mouth publicity of the company at the
marketplace (Wheelen and et. al.,
2017).
Opportunities Threat
 The possible opportunities for the
company are related to expansion of
the business to the new markets so that
increment in the profits and revenues of
the company could be made possible.
 Another opportunity is related to
diversification of company in different
product lines so as to have the
opportunity to make the reach of the
products and services of the company
to different customers at different
places of the world (Laudon and
Traver, 2016).
 Opportunity is also related to making
new retail outlets of the company apart
from providing customers with online
delivery services as they include more
charges. So with the help of retail
outlets, customers will be directly
provided with the products and services
of the company.
 Additionally, the problems and issues
 Company is having threat from the
competitors which are operating not
only at international level but also at
local level as well. So this threat from
competition will impact negatively on
the performance of the organisation.
 The possibility of threat is also related
to consideration of tastes and
preferences of people towards the
products and services of this
organisation because beauty products
are not used as usual by people.
 As there are different skin issues so
convincing customers towards the
products and services of this company
is also not an easy tasks. So this is also
considered under threat for the
company.

of the company will also be resolved by
the company itself not with other
mediators which impacts upon the
satisfaction level of the customers in
negative way.
Strategy for the segmentation, targeting and positioning of the product
Market segmentation: It means classifying market into sub parts with distinct behaviour,
need and characteristics who might require specific products or marketing mixes. Segmentation
of market will be divided into different parts such as geographical, demographic, psychographic
and behavioural. In the present context of Fenty Beauty, managers of the company launch new
and innovative product which is hair straightening serum. For this managers segment the market
according to the demographic, income basis and on the basis of gender. Reason behind this is
that cosmetic products are costly which is not affordable by every individual (Lawton, 2017).
Targeting: It consists of set of customers who communicate common requirements and
characteristics that an organisation decides to serve. In the present context of Fenty Beauty,
managers of the company launch their new product which is hair straightening serum. For this,
their main target is the female lying in the age between 18 to 35. Because they are the one who
uses such type of products on a continuous basis which leads to enhance the overall profitability
of the company in a positive manner.
Positioning: It is most essential part within the process. It's important for company to
position their brand, service or product to appeal their target market. Strong brand positioning of
company will helps them to increase customer base. In reference to Fenty Beauty, new product
which is launched by them is hair straightening serum which needs to be positioned at the
marketplace in an effective manner. For this, they use advertisement and promotion method on
social media, television, newspaper and many more.
Marketing Mix for this product
Marketing mix introduces as an useful strategy which an organisation applies to
formulate and implement a new product or service in marketplace. It is most essential and
effective model which will support Fenty Beauty to introduces hair straightening serum in

marketplace and to the customers. As it will helps an organisation in improvement of its growth
and success in market (McCahery, Sautnerand Starks, 2016). This model have 7 elements which
are product, price, promotion, place, physical evidence, people and process. Theses elements
plays an essential role in development and growth of company. Along with this, marketing mix
will be created for analysis effectiveness of hair straightening serum. These elements are
determine as under in detail manner:
Product: Fenty Beauty is a cosmetics brand that specialise in selling of beauty products.
Recently, company decide to launch hair straightening serum which will helps them in its
success and growth. In today's market, there is high demand of products made with natural and
organic material and provide straight & smooth hair. Therefore, idea for launching a hair
straightening serum which includes organic and natural material will be succeeded in future. It
will assist company to expand their business and gain better outcomes easily.
Price: The product sale price directly reflects what customers are willing to pay in order
to buy the product. With the help of this element, Fenty Beauty will be able to adopt an effective
and appropriate pricing strategy. In order to attract more customers towards their product which
is hair straightening serum which includes natural & organic material, they must adopt effective
pricing policies. For this, managers need to adopt low cost price strategy which will be more
beneficial and suitable for Fenty Beauty (Mittal and Dhar, 2015). With the help of effective
pricing policies, organisation will be able to develop strong brand image and reputation of the
company. As it will support them by increasing number of customers and also maintaining their
brand reputation at the marketplace. Along with this, low cost pricing strategy is more effective
and valuable for the management team of Fenty Beauty to achieve competitive benefits easily.
Place: It is also known as distribution. If an organisation making a product at accurate
price, that is not sufficient, they require to make it gettable at the perfect place too. Fenty Beauty
is a famous brand that already has their stores in different countries. While they launch new
product at the marketplace which is hair straightening serum which provide various benefits to
customers hair. And for this company decide to expand their business in new location or country.
This will provide benefits to the company and its new product which is hair straightening serum
includes various material which are organic and natural in order to attract large number of
customers. Therefore, company should focus on right place where customers can easily receive
products and services.

Promotion: There are different number of ways to advertise a new and innovative
product for attracting large number of customers towards their organisation. Major elements of
promotional tools are, public relations, personal selling, sales promotion and many more. Along
with this, in order to promote Fenty Beauty new product which is hair straightening serum
managers use social media platform which includes twitter, Facebook, Instagram, etc. All these
methods assist an organisation in order to promote their product and to attract large number of
customers towards their brand easily. This element of marketing mix will assist an organisation
in order to improving their reputation, brand image and goodwill in customer's mind as well as in
marketplace also (Ocasio and Radoynovska, 2016). In case of Fenty Beauty, company launches a
new product at the marketplace which is hair straightening serum. It is quite innovative product
which requires lot of promotional activities so that they can attract large number of customers to
expand their business functions in an appropriate manner.
Process: It is another effective element of marketing mix which will be used by
management team of Fenty Beauty in order to deliver their new product which is hair
straightening serum. It is a product which includes natural and organic material which will
provide smooth and straight hair within limited period of time. Managers decide to provide these
products on both physical and online platform. With the help of online platform, company as
well as customers save their time and cost. Online purchasing support an organisation to attract
maximum number of customers and accomplish competitive benefits easily.
People: The individuals involved in the purchase and sale of service or product come
under this element of marketing mix. In order to launch hair straightening serum, it is required by
the managers of organisation to provide training session to their all employees. As trained
workers will be more capable to deal with customers easily and produce positive outcome within
given time frame. Along with this, employees of Fenty Beauty plays very vital role in order to
increase their success rate and growth within the marketplace. In addition to this, company serve
their customers a new hair product which is hair straightening serum assist in enhancing the
profitability and sales of the organisation at the competitive marketplace (Peng, 2017).
Physical Evidence: It is considered as a last element of marketing mix which assist
marketers in order to communicate their USP's and advantages of new product to the last
consumers. In the present context of Fenty Beauty, managers of the company sell their product in
an effective manner which says that organisation is having physical evidence. In the present

report, Fenty Beauty decides to launch mew hair straightening serum which is quite innovative at
the marketplace. It is required to provide friendly atmospheres to their staff members. So that
company can perform their task in an effective manner as they are the essential elements who
assist in attaining goals and objectives of the company.
Therefore, marketing mix is more beneficial and useful framework for company to
introduces their new products and attain better results easily. It will further support an
organisation to accomplish long term objectives and goals easily.
REFLECTION
While conducting the above mentioned analysis it has been analysed that I have faced
various types of issues which reduces my overall productivity but at the same time enhance my
skills and knowledge. The following is the reflection of my own experiences which I came
across at the time of completion this project which was related to development of new product of
hair care. There were several experiences of which some were positive and some were negative.
These experiences also include about some improvements in my skills and knowledge and about
some weaknesses as well. There were several feeling which came into my mind at the time of
completing this project as firstly I was feeling a little bit nervous because I did not take part in
this kind of project before. But later on things became familiar and I got to know about the ways
of completing this project. However, in the completion of this project, I took help from my
family, friends and teachers who provide me support and guidance in the successful completion
of this project. Earlier also, I have attempted to complete this assignment but due to lack of
knowledge, guidance and support, it was not possible for me to complete the project in an
appropriate manner. But this time, the project is being accomplished by full care. There are some
improvements which have been made in my skills and knowledge by conducting this project
such as improvements in communication skills, decision making skills, critical thinking skills
and eradication of knowledge gap. However, there were some weak points where I was lacking
behind and was related to time management skills and coordination. So in future, if I will be ever
provided with these kind of projects than it will be possible for me to make improvements in
these skills and complete the provided projects in more efficient and effective manner.

CONCLUSION
As per the above stated report, it has been concluded that marketing plays very essential
role in the overall performance of the company at the competitive marketplace. With the
assistance of attractive marketing strategies company will be able to gain various opportunities at
market area which leads to enhancement in their profit margin. In addition to this, with the
assistance of PESTLE and SWOT analysis company will be able to know their internal as well as
external environment. Along with this, with the help of STP approach management team of the
company will be able to segment, target and position their product at the marketplace.

REFERENCES
Books & Journals
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Davies, A., 2016. Best practice in corporate governance: Building reputation and sustainable
success. Routledge.
Goffee, R. and Scase, R., 2015. The Real World of the Small Business Owner (Routledge
Revivals). Routledge.
Jeston, J., 2014. Business process management. Routledge.
Jocovic, M. and et. al., 2014. Modern business strategy Customer Relationship Management in
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Klettner, A., Clarke, T. and Boersma, M., 2014. The governance of corporate sustainability:
Empirical insights into the development, leadership and implementation of responsible
business strategy. Journal of Business Ethics. 122(1). pp.145-165.
Laudon, K. C. and Traver, C. G., 2016. E-commerce: business, technology, society.
Lawton, T. C., 2017. Cleared for take-off: structure and strategy in the low fare airline business.
Routledge.
McCahery, J. A., Sautner, Z. and Starks, L. T., 2016. Behind the scenes: The corporate
governance preferences of institutional investors. The Journal of Finance. 71(6).
pp.2905-2932.
Mittal, S. and Dhar, R. L., 2015. Transformational leadership and employee creativity: mediating
role of creative self-efficacy and moderating role of knowledge sharing. Management
Decision. 53(5). pp.894-910.
Ocasio, W. and Radoynovska, N., 2016. Strategy and commitments to institutional logics:
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Organization. 14(4). pp.287-309.
Peng, M. W., 2017. Cultures, institutions, and strategic choices: Toward an institutional
perspective on business strategy. The Blackwell handbook of cross
‐cultural
management, pp.52-66.
Wheelen, T. L. and et. al., 2017. Strategic management and business policy. Pearson.
(Chen and Jermias, 2014)(Davies, 2016)(Goffee and Scase, 2015)(Jeston, 2014)(Jocovic and et.
al., 2014)(Klettner, Clarke and Boersma, 2014)(Laudon and Traver, 2016)(Lawton,
2017)(McCahery, Sautnerand Starks, 2016)(Mittal and Dhar, 2015)(Ocasio and
Radoynovska, 2016)(Peng, 2017)(Wheelen and et. al., 2017)