Principles of Marketing & Communications in a Digital World

PRINCIPLES OF
MARKETING &
COMMUNICATIO
NS IN A DIGITAL
WORLD

Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY .................................................................................................................................3
Product description ....................................................................................................................3
Market analysis of the product ...................................................................................................4
Strategy for segmentation targeting and positioning of the product ..........................................6
Marketing mix of the product ....................................................................................................7
CONCLUSION ..............................................................................................................................9
REFRENCE...................................................................................................................................10

INTRODUCTION
Marketing plays a crucial in the successful launch of a new product. The marketing
department conducts various activities such as market analysis and formation of marketing
strategy which helps the company attract large number of consumers. Marketing analysis helps
the enterprise build product which exceeds consumer expectations and provides the firm
competitive advantage in their industry. This report is based on the launch of organic scalp scrub
which is new hair care product launched by British organisation Alberto Balsam. This report
includes description about new organic hair care product launched by Alberto Balsam along with
market analysis for the product. Strategy for segmentation, targeting and positioning of the
product is also provided in this report. Marketing mix of the organic hair care product is given in
this report.
MAIN BODY
Product description
Alberto Balsam is launching a new organic scalp scrub which is derived from natural
ingredients and removes dead skin cells and impurities from the scalp. This product is free from
harmful ingredients like silicones and paraben and restores natural moisture of the scalp. This
organic scalp scrub is created with blend of vanilla and rose extracts which help in repairing
damaged scalp and in while enhancing fragrant of the scalp. The organic scalp scrub offered by
the respective company contains botanical extracts of Aloe Vera, pink salt and ginger root along
with coconut milk. These ingredients are beneficial for the scalp and promotes healthy hair. The
scrub exfoliates the scalp and increases strength of the hair after first application. The natural
extracts present in this scrub increase softness of the hair from top to root and clears dead skin
cell from every part of the scalp which leaves the hair healthy and flake free. Positive effects of
this scalp scrub lasts fro a long time period and help repair damaged hair by regular usage. This
product is useful for consumers with sensitive scalp as the natural ingredients present in the
product clean sensitive scalp smoothly without causing damage. This product is specially
effective for consumers with oily scalp and consumers whose scalp is prone to dandruff. The
main factor which makes this hair product highly beneficial for consumers which have an oily
scalp is the presence of high quality Aloe Vera extracts. Aloe Vera is effective in unblocking
hair follicles which are blocked by excess oil which is helpful in repairing hair damage caused

by oily scalp. Aloe Vera is also helpful in removing dandruff which is a common hair problem
faced by may British consumers. Pink salt ingredient present in this scalp scrub boosts
circulation, clears dandruff and improves scalp health of the consumer. Coconut milk is main
ingredient of this scrub which is rich in hair nourishing vitamins B, E B-1, B-3, B-5. Lauric acid
present in coconut milk is helpful in increasing strength of hair cuticles which reduces hair loss.
The organic scalp scrub is available in 250 ml squeeze tube packaging which can be easily
applied by any consumer at an affordable price of £24.00. The idea for developing an affordable
and organic scalp scrub which can be easily applied by consumers came after analysing market
trends and understanding the needs of the consumers. British consumers do not have an option
for an affordable and effective scalp scrub which contains natural ingredients and is useful for
consumers with sensitive scalps. This product is developed in order to cater to the needs of
consumers which are not able to afford high priced hair care products and require natural
solutions to their hair care problems. This organic scrub scalp does not contain harmful
chemicals unlike other low priced products and is made with high quality natural ingredients.
Consumers with sensitive, oily and normal scalps can use their products as it is highly effective
on all scalp types which is one of the main aim behind development of this product.
Market analysis of the product
Effective market analysis is helpful in identifying current market trends, opportunities for
growth and competition present in the industry. Business organisation conduct market analysis in
order to gain information about the profitability of their products and understand factors which
could effect successful launch of their products (Bhandari, 2018). Market analysis of the organic
scalp scrub offered by Alberto Balsams is provided below:
Porter's five forces analysis
This is a framework used to analyse the competitive environment of any industry.
Competitive forces present in the market such as threat of new entrants and substitute products is
analysed with the help of this framework. Business organisation gain profound understanding
about competitive forces which impact the profitability of their product and act as barrier to
successfully launch of their product which helps the company introduce their product in a way
which maximises their profitability (Bruhn and Schnebelen, 2017).
Threat of new entrants