MARKETING MANAGEMENT AT INTERNATIONAL LEVEL 10 Running Head: Marketing Management at International Level

Running Head: MARKETING MANAGEMENT AT INTERNATIONAL LEVEL 0

MARKETING
MANAGEMENT AT
INTERNATIONAL LEVEL
MARKETING MANAGEMENT AT INTERNATIONAL LEVEL 1
Table of Contents
Introduction................................................................................................................................2
Supermarket review...................................................................................................................2
Health and beauty sector............................................................................................................3
Sunsilk review............................................................................................................................3
Segmentation..............................................................................................................................3
Demographic..........................................................................................................................3
Age and life cycle...............................................................................................................3
Income................................................................................................................................3
Geographic segmentation.......................................................................................................4
Psychographic segmentation..................................................................................................4
Behavior segmentation...........................................................................................................4
Customer analysis......................................................................................................................4
Marketing mix............................................................................................................................4
Product....................................................................................................................................5
Black shine and damage repair...........................................................................................5
Price........................................................................................................................................5
Promotion...............................................................................................................................5
Place.......................................................................................................................................5
The competitive environment and market analysis....................................................................5
The main competitor of Sunsilk.................................................................................................6
Pantene...................................................................................................................................6
Head & shoulders...................................................................................................................6
Definition of strategic objective.............................................................................................6
Increasing the total market..................................................................................................6
New customers....................................................................................................................6

MARKETING MANAGEMENT AT INTERNATIONAL LEVEL 2
More usages........................................................................................................................6
Communication objectives.........................................................................................................7
Recommendation and conclusions.............................................................................................7
References..................................................................................................................................8

MARKETING MANAGEMENT AT INTERNATIONAL LEVEL 3
Introduction
This paper discusses the brand Shampoo by maintaining continue positive approaches about
the product. The objective of the research is to identify and attain a large number of loyal
customers and inform about the presence of the product so that people can buy the product.
This organization promotes its brand through Australia supermarket like Woolworths and so
on (Belch & Belch, 2017). Organization target the customers among the age of twenty and
twenty-five and girls that required an actualization and recognition of the society. For
promoting the brand organization uses magazines that are a highly specialized medium that
reach the interests of targeted audiences and allows to communicate and appeal to purchase
more.
Supermarket review
As per the IBIS world’s supermarket stores industry explosion, ‘Checkout update Q1 2018
the $102 billion business is estimated to mature by 2.2% in 2017-2018. This has increased
due to the rise in demand for superior food products like organic vegetables and fruit. This
followed a decline in 0.6 percent real expressions in 2016 price regularly defines the industry
(Hesley & Sulek, 2019). Key players of the mar-2017 due to a heavy discount by main
chains of a supermarket. The regular competition of Woolworths, Coles, Aldi, and Metcash
has a respective market share of 37.2 percent, 30.3 percent, 9.2 percent, and 7.4 percent in
2017-2018.
Woolworths sells products like vegetables, meat, packaged foods, and so on. This was
founded in 1924 (Herman, et al., 2011). This is owned by Woolworth group. This
organization has the main office in Bella Vista, New south wales, Australia. Woolworths has
started to more focus on the Australian food division as decrease the prices to compete by
Coles and Aldi as the average price of organization decline by the 2.1 percent in 2016-2017.
It had followed the trend at the start of 2017-2018 by declining price with 2.4 percent in Q1
in 2017-2018. This organization is investing at a high level in customer amenity and
improving old stores to increase response. The resurgence of Woolworth’s supermarket
business as an organization gained a share of the market for the first phase in 2016-2017. The
expected trend of organization in 2017-2018 is regularly projected to 37.2 percent of the
industry by the 201-2018 end.
Woolworths has a high market share as holds a good location of supermarkets to distribute a
large number of products (Kpan, 2012). Woolworth is regularly increasing online channel