Principles of Marketing & Communications in a Digital World

This report discusses the principles of marketing and communication in a digital world and their impact on the haircare market in the UK. It focuses on Hair Retuel by Sisley Paris, a popular haircare product, and analyzes its market description, strategy for targeting, positioning, and segmentation, as well as the 7P's of marketing.

PRINCIPLES OF
MARKETING &
COMMUNICATIONS IN A
DIGITAL WORLD

INTRODUCTION
There are various principles of marketing and communication in a digital world. Marketing is the
not only solution to make your brand and product well known. Innovation in marketing is the
most important thing. Marketing and communication in the digital age plays a crucial role in
enhance product’s marketability. This can also helps the organization to build their structure by
providing great experience to the customers. This report will include the newly launched haircare
product in the UK i.e., Hair Retuel by Sisley Paris. It is the best product which is more demanded
in the market. This product plays a important role in routine hair care. It provides energy and
vitality to the scalp. It has various types of flavors. It also provides energy and strength to
damaged hair. This report will also highlight the large description of this product and their brief
analysis pf the market. This report will also include the strategy for the targeting, positioning and
segmentation of the product. This report will also stats the 7P’s for this product.
MAIN BODY
a. Hair Rituel by Sisley Paris is the classic product which has highly impact in the market.
This product is very useful in the daily routine of haircare. This product provides
nourishment and smoothening to the scalp. It comes in different types of variants. By
using this product our hair gets energy and strength. This product is basically designed to
protect the human hair against the environmental aggressors. This product will also
include the various ingredients such as copper, zinc, vitamin B6 and Magnesium. This
product constitutes of cosmetology and hygiene involving the hair which grows from the
human scalp, and to a lesser extent pubic, facial and other body hair (Rowley., 2016).
Hair Retuel by Sisley Paris has a great fragrance and the attractive texture and the fact
that it nourishes on dry and damp hair. It also works as medicinal use for all people that
encourage and fortifies hair growth. It also offers a great positive experience.
It has also a huge impact on competitive marketers. UK haircare
market includes various types of hair oil, shampoo, Hair spray, conditioner and many
other. The haircare market in the UK had reached to the extent level. Hair Retuel by
Sisley is the most likable product in the whole customers. Their growing demand and
usage are playing an important role to development of this product’s industry. Amongst
the various haircare products Hair Retuel by Sisley Paris is widely usable and
demandable product in the UK. This product also contains the organic and natural
ingredients in it. So, the trust of the customers on this product will enhance day by day. In
the 2019, according to market analyst this product has capability of changing the shape of
haircare market. This product also available on online platform and retail stores. The UK
holds largest market share of the haircare product and the Hair Retuel by Sisley Paris
playing an important role in it.
The usage of Hair Retuel by Sisley is most prevalent in the market, with
enhancing their market image. This product also increases their marketability in the
middle class and upper-class consumers. The increasing internet usage is also playing a
vital role to enhance the image of this product, such as the more E-commerce activities
also improves the market stability of the Hair Retuel by Sisley product (Newman, Peck

and Wilhide., 2017). In UK region the great retail and wholesale customers are available
to promote this product because this haircare product has dominant position in the
market. Hair Retuel by Sisley has huge competitors in the market such as Loreal, Henkel
etc..The competitors also highly focusing on in achieving big market share by the
frequent innovation in the quality of product and large investments in research and
development activities. Hair Retuel by Sisley also invest their huge shares in the research
and development of this product. It enhances the customer trust and their attraction.The
size of haircare market in the UK will increase at the next level between 2018 to 2023.
The market growth of this product will be affected by numerous factors, such as
environmental, economic and technological factors. Because the changes in this factor
can highly influence the demand and supply of this product and affect product company’s
budget and portfolio management. This product is generally flourishing in the UK market
because the expected revenue of the Hair Retuel by Sisley products is increased. The
company of this product also drives the new and great innovative operations to promote
theirhaircare products in all level of consumers. Also, the company has a great desire to
fulfill the customer’s requirements and the satisfaction regarding the product. Hair Retuel
by Sisley’s company includes various emerging trends that are expected by the customers
in the variable market demands. It can promote their haircare product and positively
impact the haircare market in UK by 2023. This product also includes the organic and
natural ingredients that can add extra value in it. Online applicability of this product
significantly improves the product demand and their supply. Portfolio extension and
innovation in their company can also expand their products premium and increase their
growth in the market. Various hair care companies in the market also includes the several
ingredients such as formaldehyde, hydrofluorocarbons, micro-particles and fragrances.
Manufactures of this product majorly focus on the product safety, quality and volume
(Pedersen., 2017).
b. Segmenting, targeting and positioning is the large framework that develops the procedure
of market segmentation. Market segmentation of the Hair Retuel by Sisley product is a
important process by which we can analyze the group of customers in the market that are
divided according to the price, product range, tendencies and their characteristics. It is a
vital process which comprises recognizing the market industries to be segmented, such as
selection, application and identification of the product base which are used by the
customers. Targeting is the major process to identifying the large innovative segments in
the segmentation stage. It plays a vital role for enhancing the profit of the business.
Positioning is the last and final process in this. This process is the most business oriented.
In this stage the market analyst can identify the business position and competitive
advantage in the market. This play a important role to recognize the customer’s mind’s
for their desires, requirements and the needs. Segmentation
of the market is very useful for the market analyst by which they can identify the various
divisions of the market. The researchers with the use of various factors such as like
economic, individual and social factors can analysis the market variables. Segmentation
of the market of Hair retuel by Sisley can provides the large details about the market
division of the product. Market division includes the physiographic, behavioral,

geographic and demographic variables of the product in market. It is the most crucial
procedure to organize the market according to the customer group, so the company of
Hair Retuel by Sisley Paris can gain a huge competitive advantage. This process can help
to identify the several customer’s preferences and their necessity (Muñoz and Wood.,
2015). Segmentation also assist in to divide the customers according to their age, desires,
region and areas. Marketers can also analysis the product by Segmentation. For the best
segmentation, marketer can use the accessibility, actionability, measurability and
sustainability. By measurability, we can identify the customer’s purchasing
characteristics, size and requirements. By the accessibility, we can analysis the Hair
Rituel by Sisley’s effectiveness in the market. Actionability can provides a great help to
identifying the capability of the haircare product to gain a competitive advantages by
providing a quality service. This approach can give an idea of the future growth of the
Hair Retuel by Sisley product in the industry. By this approach we can identify the
customers behaviors towards the product. It helps the organization to make more
profitable (Spiller and Tuten., 2015). Segmentation can assist the Hair Retuel by Sisley’s
company to recognize the target customers and their priorities. This process can works in
several steps such as it can help the company to define their target market, scope and
trends. Market mapping and perpetual mapping also provided by this process. It can help
the Hair Retuel by Sisley to define the variations between the suppliers and users of Hair
Retuel by Sisley haircare product. It is very necessary to correctly identify the specific
market of the product that should be specified. This process will also include the step of
construct a product model of the haircare product industry, which can provide great
details regarding the numerous trends of the people in the country (Stankovska,
Josimovski and Edwards., 2016). It is very vital to identify the consumers trends in the
haircare product, so the company can manufacture and modify the products accordingly.
This step provides the huge knowledge and market segmentation of the haircare product.
By recognizing this aspect the company can able to know the separate categories of the
consumers. Consumers categories include age, budget, life stage, wealth, background,
job, social and economic factors that require to be considered when the devisioning
people’s into groups. This process can also include the stage of identifying segments,
which can be observed the examined the many key information’s of the market
consumers.
TARGETING- Targeting is a trailing method from segmentation and is the procedure of literally
defining the select marketplaces and forecasting the advertising media used to make the segment
alluring. It is a changing atmosphere. The old targeting practices of promoting through print and
other media sources, has created a path for a social media existence that leads to plentiful of
'web-connected' attention. Observable targeting is a invention of this change, and it emphases on
the boost of online advertising and compilation of data to send a message to probable segments.
This process is created around the group of 'cookies', small fragments of information is collected
by a costumer's browser and it is the traded with the businesses to identify probable segments to
appeal to. We have three different types of market coverage opportunities to deliberate which are
niche, undifferentiated and differentiated marketing. Selection of targeting choice depends on the
product or service being available. Undifferentiated marketing is the finest option to focus on the

market and to encourage products that have a widespread target segment, whilst differentiated
and niche marketing are more dedicated and focus on smaller and more selective segments.
POSITIONING- Positioning is the last stage and it emphases on how the customer ultimately
sights your product or service in evaluation with your opponents and is significant in gaining a
competitive leads in the market. Positioning are of three types; these are symbolic positioning,
functional positioning and experiential positioning. Functional Positioning is focused on the
aspects of the products or services that can fulfill consumers' needs or desires. Symbolic
Positioning is based on the characteristics of the brand that fulfill customers' self-esteem.
Experiential positioning is based around the characteristics of the brands that stimulate the
sensory or emotional connection with the customers. A combination of the three is key to
positioning the brand at a competitive advantage to its immediate competition.Overall,
positioning should provide better value than competitors and communicate this differentiation in
an effective way to the consumer.
c) The 7P’s of marketing provides a great Platform to identify the marketing situation of
the Hair Rituel by Sisley. This play a major role to evaluate the product performance and
its activities in the market. The seven P’s are price, promotion, packaging, people,
product, place and positioning. After developing the market strategy of the Hair Rituel by
Sisley hair care product, the seven P’s method can plays an important role to recognize
and evaluate the product activities. We all know that the frequently changes in market,
product, needs and the customers are heppend. The seven P’s helps the organization to
achieve and track the highest results in the marketplace.
Product-
The proper manufacturing of the product is must. Hair Rituel by Sisley is the new
product in the hair care product industry. The company should have to firstly give their
concern on the quality of product; this can assist the organization which product will best
suitable in the market and for the customers. The company should have to also focus on
the mix of products, its suitability in the market and its appropriation. To the great
promotion of the product, company should have to analysis that this product or service is
right for the customers or not. This process can help the organization to improve their
sales and market stability. Hair Rituel by Sisley is the best product of the hair care that is
developed according to market trends and customer’s necessity (Evans., 2016).
Price-
The second P in this method is price. Hair Rituel by Sisley’s company should Have to
examine and reexamine the past and present price of the product, because it is very necessary to
identify its appropriation. By reexamine the price the Hair Rituel by Sisley hair care product,
company can understand the appropriation of the price to the realities of the present and current
market. In some situation company should have to take decision regarding to lower the product
price to maintain the stability of the Hair Rituel by Sisley product in the market (Belk., 2016).
Many times when company increase the product prices, the demand of this product can reduced
and they may decrease the percentage of the customers, so it is very essebtial for the hair care
company to examine their prices constantly. For the product of Hair Rituel by Sisley, company

should have to change their terms and conditions of the price of product. Sometimes, the
enhancing of prices of the product can also increase its demand in the market.
Promotion-
It is the third habit in the sales and marketing of the product. Product promotion includes
the various activites of the advertising, tell the customers about the product and the market
strategy. Company should have to adopt different techniques for promotion according to
situation. Because the small changes in the promotion activity can enlarge the sales of the
product. Company of the Hair Rituel by Sisley takes necessary actions for the effective
promotion to generate the higher sales.
Place-
Place is also very important factors to affect the sales of Hair Rituel by Sisley product.
Place means the location of the product and services from where they are actually sold. Hair
Rituel by Sisley can sell in several different places. Hair care Product Company can also use the
direct selling, online selling and sale through the third party. The approachableness of location
can also increase the demand and market stability of the product.
Packaging-
Packaging is the fifth factor in the marketing mix. Company should have to enhance their
packaging ability to the desired growth of the Hair Rituel by Sisley product. Packaging is the
first impression of the customer. Attractive and hygiene packaging of the product play an
essential role to encourage customers towards the product.
Positioning-
Positioning is the important element which can give the better step to the company.
Company should have try to improve their position in the customer’s minds and hearts with the
quality and effectiveness of Hair Rituel by Sisley hair care product.
People-
The final and last P of the marketing mix is the people. Company should have to analysis
the people surrounding it and also notice their habits and activities. This can helps the company
to identify the actual needs and desires of the customers. Because the whole process, marketing
strategies and activities are dependent upon the customers, without them nothing is possible.
CONCLUSION
From the above report, it is concluded that the Hair Rituel by Sisley is the best launching
hair care product in the UK. It provides many hair care services to the customers. The company’s
of this product has actual desire to satisfy customer’s needs and provides real quality. The market
of the Hair Rituel by Sisley’s is expected to be higher because they serves best product with
quality ingredients. The 7’s helps the company to identify the real situation of the product. By
these methods, company can recognize the market capability of the product.

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