Analysis, Targeting and Positioning of New Hair Care Product in a DIGITAL WORLD INTRODUCTION

PRINCIPLES OF MARKETING & COMMUNICATION IN A DIGITAL WORLD SUMMARY 1 MAIN BODY1 Description of new product1 Analysis of market for this product 2 Strategy for the segmentation, targeting and positioning of the new product 3 Marketing mix of the product 6 CONCLUSION 7 REFERENCES 8 INTRODUCTION In order to develop significant advantages for implementing new product in market, new hair care product has been selected in the present study. It signifies different elements in the new product that helps to take proper care of

PRINCIPLES OF
MARKETING &
COMMUNICATION IN A
DIGITAL WORLD

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Description of new product.........................................................................................................1
Analysis of market for this product.............................................................................................2
Strategy for the segmentation, targeting and positioning of the new product............................3
Marketing mix of the product.....................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In order to develop significant advantages for implement new product in market, new hair
care product has been selected in the present study. It signifies different elements in the new
product that helps to take proper care of fair growth (Barak-Shinar and Green, 2018). With this
regard, new product is Life Care Herbal Shampoo has been launch in London market which is
totally herbal. Therefore, it considered different elements of marketing to communicate several
benefits in it. For instance, sponsorship, public relation, personal selling, etc.
MAIN BODY
Description of new product
New product of hair care has been launch in London market is Life Care Herbal
Shampoo. In this shampoo, different kinds of ingredients will be including such as Shikakai,
Amla, Finugreek seeds powder, Hibiscus, Neem, Aloe Vera, etc. This is because, in today's time
women are unable to take proper care of their hairs. Consequently, it creates impact on their hairs
growth such as falling, dandruff, etc. (Bairagee and Gupta, 2018). Along with this, herbal also
beneficial for nowadays which is generally used as health and medical purposes. As a result, it is
more important for determining proper care of health. Furthermore, it can be stated that there are
several plants has been used as medical purpose that helps to rely herbal medicines to meet with
needs of proper care. There are several benefits of different herbal products. For instance, Amla
contain vitamin C which helps to stimulate scalp (Ali, Muhammad and Usmanghani, 2017).
Reetha is fruit of the soap nut tree which contain anti bacterial for treatment of dandruff. As a
result, different ingredients of shampoo helps to solve problems of hairs among women. One of
the best benefit of Life Care Herbal Shampoo is growth and repair damaged hair to increase
growth.
Mainly, this product has been launching for women so that they can take proper care with
different issues regarding hairs. This is because, in these days' pollution continuously increasing
which impact on hair of female. Moreover, there are several women working in different kinds
of job so that hectic schedule create impact on health (Mahomoodally and Ramjuttun, 2017).
With this consideration, it is essential to focus on the proper caring which would help to develop
appropriate working in women life. As target audience of this product is women, so that there are
several ways to determine marketing for selling of this product. With this consideration,
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traditional and modern both kinds of methods generally used to increasing selling of shampoo.
For instance, on YouTube benefits and ingredients of this shampoo will be shown. Hence,
according to hair problems women can easily buy products (Bairagee and Gupta, 2018).
Furthermore, social media also assists to consider marketing of Life Care Herbal
Shampoo with using Facebook and Twitter. This is because, on these tools #tag helps to provide
significance which increase selling of products in different areas of London market. Along with
this, in traditional methods newsletters, banners, etc. will be used so that it helps to promote
products in different areas of the world. According to customer requirements, different ingredient
will be adding in distinctive shampoo with small to 250 ml to 990 ml. As a result, women can try
to, then they can purchase according to requirements. In different beauty parlours of London,
sample of this shampoo in pouch will be distributing so that it can help to promote benefits of
shampoo in customer perspective (Barak-Shinar and Green, 2018). Promotion of this product
helps to launch product with enhancing properties that solve problems of anti-viral. There are
several components includes to maintain effectiveness of shampoo.
Analysis of market for this product
Increase in issue of hair fall due rise in stress level has lead to the boosting in demand for
shampoo for reducing the hair fall globally. In addition to this, increase in the awareness the hair
related problems such as dandruff is driving the growth of herbal hair shampoo. The other
factors which are contributing to the growth of hair care market in London includes rise in
economic growth of nation, rising trend towards professional hair treatment and change in
lifestyle of people. London is the place which has the largest market for shampoos. In addition
to this, revenue of the firm selling Life care herbal shampoo is completely based on the market
growth. The evidence which shows that the life care herbal shampoo will able to achieve the
leading position in the market is increase in awareness about the effect of chemicals on the health
of hair. Use of herbal ingredients in the product will be the competitive edge for the firm. In
addition to this, rise in people concentration on health of their will support organizations in
increasing sales and profitability (Hunt, 2018).
During the last few years there has been increase in demands for Life care herbal
shampoos which has been possible due to consumer's preference and their changing buying
behavior towards beauty products. There are many companies selling the same product in the
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market such as Rauch which has already captured the wide market share. Firm has been
successful in capturing wide market share.
Through in depth market analysis it has been found that there has been decline in the
demand for shampoos by women. It has also been analyses that in context of Health care
market, it is the discounts and other offers which influences customers to buy specific hair care
products such as shampoo. The two factors which well support the growth of market as well as
herbal shampoo in London are desire for more natural styles and focus on hair condition
(Armstrong and et.al., 2015).
The economic slowdown or crises in the nation might lead to the decline in the sales of
product. In addition to this, the threat is creasing array of high value low cost hair treatments of
the DIY kind, coupled with innovative hair treatment equipment which can be used at homes can
lead to the decline in the demand for Life care herbal shampoo (Karjaluoto, Mustonen and
Ulkuniemi, 2015.).
It has been expected that Herbal shampoo market in London will reach to predetermined
value of approx. $ 25.73 billion in 2019. The factors which will contribute to the growth of
market in the future are increase in pollution, increase in concern among people about their
personality etc. During the 2013, it is the market of herbal shampoo which market growth was
very much high as compared to other segments of hair care. New trends in the hair care market
will be there are high chances of new product launch according to customers' need which will
resulted in a consistent demand for the herbal shampoos in the future.
Strategy for the segmentation, targeting and positioning of the new product
The new product life care herbal shampoo is to be launched that requires effective
marketing strategy (Chaffey and Ellis-Chadwick, 2019). Segmentation, Targetting and
Positioning is considered as the most vital strategic approach in modern marketing as it is mostly
applied marketing model in marketing and business practices. The STP model plays vital role for
digital marketing planning, which is explained in detail as follows:
Segmentation:
This refers to grouping of target consumers which are based on some criteria. This can be
according to demographics, location or any other measures (De Mooij, 2018). This is done
because the group of customers likely to similarly respond regarding marketing action as
according to their similar characteristics such as needs, wants and behaviours. The life care
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herbal shampoo aims at segmenting its market areas. The segmentation of markets will help in
identifying the niches regarding specific needs and wants, identification of mature markets for
finding new customers and delivering more focused and efficient marketing communications
(Bala and Verma, 2018). The new product i.e. life care herbal shampoo can be segmented
according to the following criteria:
The markets are breakdown according to the gender, age, income, ethnicity, marital
status, education, type of residence, profession of people or size/length of residence, etc. The
Life care herbal shampoo aim at young females, professional youth or working women. The
demographic segmentation done by life care herbal shampoo is focusing on young and
professional females as they do not get time for taking care of their hair.
The target markets can be segmented according to the behaviours of customers, it is
linked with the purchase choices and includes lifestyle, hobbies or attitudes. The survey,
interviews or customer data can be used for identifying the behaviours of target markets and
dividing markets according to psycho-graphics (Camilleri, 2018). The life care herbal shampoo
can make use for psycho-graphics for segmenting customer and markets.
The market segmentation can be done according to beliefs and values of customers such
as their political or religious or cultural beliefs. Life care herbal shampoo can make use of
geographical segmenting as well, such as diving markets on the basis of region, area, rural
location, climate or population density (Vinuales and et.al., 2018). The segmentation of life care
herbal shampoo can be:
 Age: Youth or young people
 Gender: Female
 Marital status: Single girls or younger mothers
 Religion: All
 Occupation: House-wives or working women
 Income: Middle class family or upper middle class family
Targetting:
The next step is to target one or more segments of the market and it may depend on
several factors. The company can consider that how well the existing segments are served by the
other producers? Because, it will be difficult for a new product to appeal a market segment that is
already well served by competitors (Winarsih and Harwiki, 2018). Therefore, it aims at choosing
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those segments that are not being served well or whose needs can be effectively fulfilled by the
newly launched product. The following are given some aspects that needs to be considered while
evaluating attractiveness of market segmentation:
 Size and growth rate of target segmentation
 Competition level in market segmentation
 Existing customer's trust and loyalty towards brand
 Sales potential of company in market segmentation
 Expected margins for profits in segments
The life care shampoo needs to ensure that the selected market segment needs to be large
enough so that it justify segmenting. There needs to be measurable differences between different
segments. The market targetting needs to be done in a way that anticipated profits exceeds the
total cost of additional plans of marketing (Segmentation, Targeting, and Positioning, 2019). The
selected segments are easily accessible to the team and also the various segments are able to get
the marketing communication messages. The life care herbal shampoo needs to also ensure that
different market segments need and require different benefits (Rudiana and Komarlina, 2018).
The targetting strategy of Life care herbal shampoo can be:
 Upper middle class
 Teenagers
 Premium class family
 Lower middle class
 House wives and middle class
Positioning:
This is the last and most important component of STP model and it includes
implementation of targeting strategy. For example, life care herbal shampoo has selected to
position it-self as a maker of herbal friendly shampoo. Therefore, it aims at implementing the
chosen image and also appeal effectively to the chosen market segment. The life care herbal
shampoo needs to be appealed in a way that target market or customers have interest in what it is
offering and it needs to create value for customers (Palmer, Rapier and Shanahan, 2018). The life
care herbal shampoo is been positioned as the product that fulfils needs of busy and young girls
and also high end customer class. The positioning strategy of life care herbal shampoo can be:
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 Life care herbal shampoo that provides various benefits such as: strengths weak hair,
softens rough and dry hair, prevents hair breakage, contains anti-dandruff ingredients that
makes hair think, health and long.
Marketing mix of the product
An effective promotional plan consists of all the essential seven elements of marketing
mix. Inclusion of all the seven elements of marketing mix is essential in order to achieve desired
objectives. The seven marketing mix elements are :
Products : It has also been found during the market analysis that brand loyalty for shampoo is
not very much strong. Customers in the frequently look for change specially in fragrance. An
organization has been provided with suggestion that they should not use artificial fragrance in
their product. In addition to this, an enterprise has been provided with recommendation to
concentrate on quality of product, as this will provide firm an ease in gaining the customer
loyalty. Business entity can do innovative packaging of herbal shampoo such as unique design
of the bottle with picture of all herbal items used in product. As Innovative packaging strategy
will help organization in attracting customer (Andrews and Shimp, 2017) .
Price: discounting pricing strategy can be used by an enterprise at initial stage of product launch,
as it will assist an enterprise in positively influencing consumer to buy specific product. In
addition to this, firm can adopt the low cost pricing strategy. It is the strategy using which a firm
can positioned its newly launched product in new market (Titus, 2018).
Place: Business entity can seek support from on;line retailer for selling the life care herbal
shampoo, as it will help an organization in selling its product to wide number of customers. In
addition to this , an enterprise can also seek support from the distributors, as they are the people
who have depth knowledge about the market. Distributor also knows about the techniques to sell
products. Selling product with the support of distributor as well as Online retailers can assist firm
in increasing the sale of specific good. It has been suggested that organization should sell their
new launched product directly to customers.
Promotion : Marketing campaign and Online advertisement such as TV can be used for
promoting the product. In addition to this, an enterprise can also utilize the social media platform
for informing people about the newly launched herbal shampoo.
Physical evidence: Brochure can be distributed in order to generate brand awareness, In addition
to this, company can label its own product in unique style, as this will help them in
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differentiating their products from that of competitors. La belling as well as packaging team in an
enterprise has been provided with suggestion to include detail information about quality,
ingredients, safety features, price, quantity and companies logo on the product (Turban, Outland,
and Turban, 2018.).
Procedure: An organization selling the herbal product shampoo can use the advance technology
and natural products for producing the Life care shampoo, as this will assist them in gaining
competitive advantage in the market.
CONCLUSION
Every business organisation requires effective marketing plans and strategies for
launching its new product or brand in the markets. The different elements of marketing helps in
effectively communicating the messages to the target markets. The present report has provided
the brief description of the new product launched and its market analysis is also done. The
market analysis helps marketers to formulate and develop effectively marketing planning and
strategies. The report also explains about the segmentation, targetting and positioning strategy of
newly launched products. And the report further explains about the marketing mix that can be
use for launching new product in the market.
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