L'oreal Hair Care in Kenyan Market

This doctoral dissertation examines the current positioning and adaptation of L'oreal hair care brands within the Kenyan mass market, considering their suitability for local consumers. The study analyzes various aspects of new product development best practices, including launch timing, lean execution, and information technology tools, to understand their impact on new product performance. Recommendations are provided to the newly established L'oreal East Africa Office regarding brand positioning, portfolio strategies, and market penetration in Kenya.

LAUNCH OF A NEW
HAIRCARE PRODUCT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK ..............................................................................................................................................1
Description of new product.........................................................................................................1
Market Analysis for Nourishing oil care shampoo ....................................................................3
Segmentation, Targeting and Positioning...................................................................................3
Marketing Mix for this product ..................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
This is important task for the company to launch new product that fulfil the needs of the
user. Introduction of new product in market requires to comply with many norms. It is important
for the company to make proper planning in this regard so that they can target their customers
ion better manner. Planning is important tool behind the success of new product. It covers many
steps as market research, interaction with existing users, analysis of cost that would be affected
and others. Some of the company consult to launch agency for launching of new product into the
market. Dove is going to launch new product in the market i.e. Nourishing oil care shampoo.
This is the best product that is introduced by the company for its user. It is good for the growth
of hair and protect hair from damage. In the present report, the importance of marketing in this
regard is mentioned as well as segmentation, targeting, positioning of this product and marketing
mix of new product is explained (Akatsa, 2014).
TASK
Dove is personal care brand that is owned by Unilever and this company is situated in
United Kingdom. They have many manufacturing units in different location as Australia, Brazil,
Canada, China, India and Germany etc. its products are sole in more than 80 countries. They
offer their product for male and female. This company always have focus to make new
innovation as the market and this is the reason behind the success of this company.
Description of new product
Nourishing oil care shampoo provides help to eliminate frizz, while deeply nourishing
from within, for supremely soft hair. When this product is used by user then it makes the hair
smooth, less frizzy (Barczak and Kahn, 2012). This oil shampoo is best to the user who faced
problem in relation to the damage of hair due to external environmental factors. Nourishing oil
care shampoo is formulated with weightless vita oils that nourishes hair at deepest level, this is
best suitable to treat dry and frizzy hair and smooths 100% of roughness and make effective
control over frizz. There are many benefits for the user of this product because it leaves hair soft
and manageable with every use it is non-greasy formula. This product provides specific guideline
for its use that says gently clean so that it can be used daily.
Ingredients of this product
 Aqua (Water)
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 Sodium Laureth Sulfate and Chloride
 Glycol Distearate
 Cocamidopropyl Betaine
 Glycerin
 Acrylates/Beheneth-25 Methacrylate Copolymer
 Amodimethicone
 Argania Spinosa Kernel (Argan) Oil,
 Cocos Nucifera (Coconut) Oil
 Cyclopentasiloxane
 Dimethyl Palmitamine
 Disodium EDTA
 Guar Hydroxypropyltrimonium Chloride
 Laureth-23 and Laureth-4 Mica
 Prunus Amygdalus Dulcis (Sweet Almond) Oil
 Sodium Benzoate
 Sodium Hydroxide
 Sodium Sulfate
 Xanthan Gum
 Benzyl Alcohol
This product provides clear guideline for the use of this product that states to apply this to wet
hairs. They clary specified that for the best result it is required to follow this product with Dove
Conditioner (Calantone and Di Benedetto, 2012). This product rapidly absorbed to nourish and
replenish essential nutrients to hair. Company has launched this product for beautiful smooth,
soft and shiny hair. There are many advantage to use this product as:-
 It result is true what this company says.
 This product does not have strong smell that generally in other oil-controlled shampoos.
 The main advantage for the user is, It’s Dove product, they are expertise in their field and
know what they are saying about when it is related to hair.
 The price is worth the product and it is easily afforded by all section of society.
 Its fragrance and oil infused is the main strength of this product.
There is specific criteria about how to use this product that is stated by the company that covers-
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 Squeeze a small amount into palm and take small amount with fingers. Massage it gently
throughout hair. It frees the hair from stickiness, make the hair softer and smoother
strands (Durmuşoğlu and Barczak, 2011).
This product is launched by Dove company that is perfect for dry, frizzy hair. For such person
who is suffering from this problem, it is better for them to replace their regular hair shampoo
with Nourishing oil shampoo of Dove for adding softness and shine and lightweight styling.
Market Analysis for Nourishing oil care shampoo
Dove is the brand of Unilever that is most successful company in the world. Dove developed its
marketing plan that is effective to attract large number of population toward it. The marketing
concept of Dove is developed through different steps. Psychologists were consulted by the
company to formulate hypotheses. The market of this product is large because it has big name
behind it i.e. Dove. This company has consulted to big retailers of UK to launch their product at
higher level. They are offering their product at various location so that it can be used at large
level by the people.
Segmentation, Targeting and Positioning
Dove offers personal care product for the user. It provides 23 body washes, 15 body bars
in hair care, skin care, body lotions and deodorants. This organisation has been considered in
premium brand in market area. If comparison is made with other leading company then it is
identified that this company has maintained good network of market and providing their product
and services at worldwide (Kahn, 2010). This organisation has unique image through
segmentation, targeting and positioning.
Segmentation
It is the first stage of product promotion that is used by company while launching of new
product. This strategy is to divide the large market into small segments so that they can identify
the demand of market and offer their product according to that criteria. This provides assistance
to provide product according to the needs of people. It is further divided into different parts as:-
Geographic segmentation:
It is the market segmentation technique where market is divided according to
geographical location. People residing in one location have different perception as comparison to
other area. Like in present situation, this company is going to launch new hair oil shampoo for
dull and frizzy hairs.
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Demographic segmentation:
This is the factor that is used to divide market into parts according to different aspects as age,
sex, gender, occupation, income, education, social status. Purchasing behaviour of people
depends upon demographics (Lam and et. al., 2013). Like this Dove hair oil shampoo is mostly
used by female, generally not by male gender and this product is not consumed for small kids
especially for boys.
Psychographic segmentation:
This is related to the personality, lifestyle and attitude of customers. It is identified that
ng behaviour of user can be identified through personality and lifestyle. Personality covers
quality, attitudes and habits. Market is segregated on according to introvert, extrovert, ambitious
and aggressiveness. Lifestyle is the style of living and nature of doing expenditure. The large
market is segmented on the basis of activities, beliefs and opinion.
Behavioural segmentation:
In this market is divided on the basis of knowledge about the product. It covers occasion,
benefits, user status, loyalty status and attitude. There are some people who regularly use this
product and some of them use it occasionally. Market is divided according to usage rate as high
demand, low demand (Mayberry-McKissack and et. al., 2017).
In the present case, Dove is going to launch new product in market i.e. Nourishing oil
care shampoo. This organisation has main focus on demographics for this product and specially
ion gender because this product is mostly preferred by females. There are some of the girls and
women who are suffering from the issue related to dryness, Frizzy, hair fall and other related
issue. This product is designed with necessary ingredients that has required amount of nutrient
that are necessary for the growth of hair. They have concentrated on demographic segmentation
of market for the promotion of this product.
Targeting
The target group of this product is women, specially above 18 year old. The brand says
that they target all female of all age, shapes and sizes. Women who are more concerned about
their hairs and belong to large income group who expand extra for good quality product is
targeted by this company. They use better quality ingredients in manufacturing process so that
they can provide more satisfaction to targeted group. This organisation want that every woman
will feel good about their hair.
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Primary this organisation has target to working women who do not have much time to
expand on their hair care. So they are offering this product that has many properties as deep
Nourishing, nutrients and cleaning (Mu and Di Benedetto, 2011). These working women are
from age group of 21 to 35 that have purchasing power for quality products. They are always
ready to use it at work or at home. Client presentation, busy schedule and long working hours are
the some factors due to that they can not devote their time for hair care. This company has tarted
to every income group people so that they can use its product in better way.
Positioning
It showed in research that most of the decisions are influenced by women. This company
believes that it is important for the company to take effective position in market so that they can
attract large number of people toward them. It is identified that this product will take position in
market through gender specific brand positioning. Nourishing oil care shampoo has been
positioned in market as best hair care product. This brand believe that women are most attractive
toward the quality of product that look them more younger and prettier. They want to feel
attractive in term of their hair.
With the launching of this product, this company has been recognized as one of the
leading company in market that makes their effort related to quality of product. This provides
assistance to hair treatment and its product is most suitable for hair care (Petala and et. al., 2010).
Marketing Mix for this product
Marketing mix of Nourishing Oil Care Shampoo analyse the organisation in different
ways that covers 4Ps i.e. product, price, place and promotion and this also covers business
operation and marketing strategy of the company.
Product
Dove provides high quality product to its user. They launch new product time to time so
that they can fulfil the demand of people. This company has focus to use better quality material
so that they can conduct manufacturing of Nourishing Oil Care Shampoo in better way. This
product took the position that is better than its competitor organisation. New product is regularly
introduced by Dove. In hair product segment they have introduced advance series of hair
globally. This company has launched this product in Europe which bring hair spa and hair care
experience in one roof. They have targeted female for this product and trying to make new
innovation so that they can provide more satisfaction to people (Poetz and Schreier, 2012).
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Price:
Its product are most effective in competitive advantage,. The Nourishing Oil Care
Shampoo is primarily at premium price but due to low demand at initial level they are going to
sell it at low price. They have planned that when its product will be well recognized in market
then they will introduce it on high price. This product is slightly higher price than its competitor.
They identified it by conducting research of market. They recognized that now a day people
prefer to take better quality product. Due to high quality and features of Nourishing Oil Care
Shampoo, demand of this product is high in market. Pricing strategy in marketing mix is
generally governed by the competition price because there are several product are available in
market that has almost similar features.
Place:
This product is going to sell in more than 80 countries. They have implemented
distribution channel of Unilever so that they can target to more people. This product is
transported from manufacturing factory to warehouse from where distributors sell to stockist
then to retailers (Ranku, 2010). Dove has made contracted to many large retailer of UK so that
they can offer this product tom large number of population Its product are generally available in
supermarket, general store, medical store and whole sale dealers. This organisation has made
availability of its product on online website so that large number of user can assess this product.
They made necessary arrangements with retailer so that they can target to many people.
Promotion:
Hair care industry have focus on ideal image so that they can inspire people to use its
product. This company has adopted unique and completely different marketing campaign so that
they can attract many people toward them. Promotional strategy in marketing mix for this
product is aspirational for female. This brand communicated that people of al, age and all group
are equally beautiful. They use non models in their all promotional activities. Dove uses people
of all size, colour and age in their marketing strategy. They promote their product through videos
and short films and its ad films are mostly downloaded by people. This organisation has
launched a campaign to battle adverse media campaign which exploit women insecurity.
Its Ad makeover is based on social media where they try to replace the negative messages
by positive messages that are designed by them which helps to boost the women's self-esteem.
They are trying to use different ways for marketing and advertisement of their product so that
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they can reach to large number of people. Use of magazine is one of the effective source that
they use. This company publish its advertisement in most recognized magazine that is mostly
read by the women i.e. cosmopolitan (Su and Rao, 2011). This company has established self-
esteem fund that has main aim to educate girls and help them to resolve beauty related issue that
are faced by them. Evidence based programmes and online channels for people are used by Dove
so that they can be recognized in market with good image. Self-Esteem Project of this company
has over 19 million people and 115 countries. They use promotional method for this product as
coupon and exclusive offers so that its product can be accepted by large number of people in
market. These campaign have positive impact over the people and it strengthen the market
position of company (Wheelwright, 2010).
CONCLUSION
As per above study it can be concluded that to launch a new product in market require to
to fulfil necessary marketing techniques so that new product can be accepted at large level. Dove
which is owned by Unilever going to launch new product in market i.e. Nourishing Oil Care
Shampoo. this is important for this organisation to make focus on segmentation, targeting and
positioning so that its product can be identified in market. Marketing mix is another tool that are
required to consider by this company to launch new product because it provides assistance to
formulate marketing strategy so that new product can be recognized in market at large level.
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REFERENCES
Books and Journals
Akatsa, A.C.I., 2014. Are the L'oreal hair care brands currently operating in the Kenyan mass
market adequately positioned and adapted to the Kenyan consumers?: A
recommendation to the new L'oreal East Africa Office concerning the hair care brand
positioning and portfolio in Kenya.(Doctoral dissertation).
Barczak, G. and Kahn, K.B., 2012. Identifying new product development best practice. Business
horizons. 55(3). pp.293-305.
Calantone, R. J. and Di Benedetto, C. A., 2012. The role of lean launch execution and launch
timing on new product performance. Journal of the Academy of Marketing Science.
40(4). pp.526-538.+
Durmuşoğlu, S. S. and Barczak, G., 2011. The use of information technology tools in new
product development phases: Analysis of effects on new product innovativeness,
quality, and market performance. Industrial Marketing Management. 40(2). pp.321-330.
Kahn, K. B., 2010. New‐Product Forecasting. John Wiley & Sons, Ltd.
Lam, P. Y. and et. al., 2013. Dual branding strategy for a successful new product launch in
China. Business Horizons. 56(5). pp.583-589.
Mayberry-McKissack, C. and et. al., 2017. Entrepreneurial Sales Strategies: Namasté
Laboratories Pursues New Markets for Hair Care Products. Kellogg School of
Management Cases. pp.1-10.
Mu, J. and Di Benedetto, C.A., 2011. Strategic orientations and new product commercialization:
mediator, moderator, and interplay. R&D Management. 41(4). pp.337-359.
Petala, E. and et. al., 2010. The role of new product development briefs in implementing
sustainability: A case study. Journal of Engineering and Technology Management.
27(3). pp.172-182.
Poetz, M. K. and Schreier, M., 2012. The value of crowdsourcing: can users really compete with
professionals in generating new product ideas?. Journal of Product Innovation
Management. 29(2). pp.245-256.
Ranku, M., 2010. The relationship between market share and new product launch in FMCG
(Doctoral dissertation).
Su, M. and Rao, V.R., 2011. Timing decisions of new product preannouncement and launch with
competition. International Journal of Production Economics. 129(1). pp.51-64.
Wheelwright, S. C., 2010. Managing new product and process development: text cases. Simon
and Schuster.
Online
Marketing Mix of Dove – Dove Marketing Mix. 2016. [Online]. Available through:
<http://www.marketing91.com/marketing-mix-dove/>. [Accessed on 8th July 2017]
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