Contemporary Marketing Plan for BabyCare Shampoo in UK

Contemporary
marketing plan for
BabyCare shampoo in
UK
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 BabyCare Shampoo is a product for the babies, to be
launched by Unilever in the UK.
 The shampoo is suitable for the babies, in the age
group of 0 to 3 years.
 Unilever aims to provide a beautiful soothing
experience to the babies and their parents while they
use a baby shampoo for their infants and toddlers.
 The shampoo is free from any chemical and is
produced using organic ingredients that can take the
best care of the gentle skin of the babies. It is also a
tear-free shampoo.
 Price of a 50 ml bottle of BabyCare Shampoo will be
around £12.
BabyCare Shampoo

PEST Analysis for BabyCare Shampoo
Market analysis
Political • Politically stable country
• Proactive government and relatively fair system
(Kolios and Read 2013)
• Some well hidden corruption
• Uncertainty regarding Brexit
Economic • 5th highest GDP in the world and 2nd in Europe after
Germany
• Diversified economy with private and public sector
• Increasing FDI
• Slow recovery after 2008-09 global financial crisis
Social • High standard of living
• Dense population, including high migration
• Slower growth of income in the communities
Technologic
al
• Quality innovation skills
• Effective laws for protecting intellectual property
• High level of internal competition that stimulate
growth (Ho 2014)

 Competition from Johnson and Johnson and
many other established baby care brands
 Predatory pricing (Geroski and Jacquemin
2013)
 Limit pricing
 Predatory acquisition
 Switching costs
 Non-price competitions (Cubbin 2013)
 Government regulations
 Uncertainties regarding Brexit
Potential barriers to entry