Principles of Marketing & Communications in a Digital World

This essay discusses the principles of marketing and communications in a digital world, focusing on a new haircare product called Sabel blonde perfecting purple shampoo. It includes a description of the product, market analysis, strategy for segmentation, targeting, and positioning, as well as the marketing mix for the product. The essay provides valuable insights and strategies for successful marketing campaigns.

Principles of Marketing &
Communications in a Digital
World

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Description on new product........................................................................................................1
Analysis of market for the product.............................................................................................2
Strategy for segmentation, targeting and positioning of the product..........................................3
Marketing mix for product..........................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is a process which includes different activities such as research, promotion,
communication, distribution, selling, of product and services of company to potential customers
(Caliskan and Ozturkoglu, 2020). Similarly, communication refers to a practice which is used to
transmit with potential customers. Social media, advertising, seminar, events or online website is
some of the ways of communication. According to present time, digital media plays a vital role
in marketing and communication. The essay is prepared on Sabel blonde perfecting purple
shampoo which is a new haircare product of Sabel Cosmetics.
This essay includes description of product, analysis of market for the commodity
selected, strategy for segmentation, targeting and positioning of the product as well as marketing
mix for the new product.
MAIN BODY
Description on new product
Sabel blonde perfecting purple shampoo is a new hair care product that keeps blonde,
grey and brunette hairs healthy and perfect. This shampoo contains violet pigment which colour
corrects hairs as well as has argon oil that helps in keeping hairs healthy and improves hair
condition. Formula of this shampoo is sulphate free, colour-safe with agamid which helps
keeping blonde, grey together with brunette hair in check. When blonde hair comes in contact
with chlorine they start becoming yellowish, Sabel blonde perfecting purple shampoo helps in
neutralising the tone and colour correct blonde hairs. Brunette highlights start losing its shine and
start turning into copper very fast if proper care is not provided. Sabel blonde perfecting purple
shampoo is helpful in keeping the highlights colour last for a very long time. This shampoo is
also useful for keeping brunette hair cool-toned and keeps them intact until the next appointment.
People have started embracing their grey hairs these days. Some people choose to dye their grey
hair in some different colour, while some opt to flaunt their natural hue. This shampoo helps in
keeping the natural tincture of grey hair and make them look more cool-toned and healthier
(Duffett, 2020).
Sabel blonde perfecting purple shampoo is not only for blonde hairs so don't be thrown
by word 'blonde' in name of the product. This is tone-correcting shampoo for blonde, grey or
lightened hairs. The product will be applied on wet hair and scalp directly, then it is left it for 3
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to 5 minutes and then rinsed well. This shampoo repairs the damaged hair and makes them
healthier (Engler, Cattani and Porac, 2020). Sabel blonde perfecting purple shampoo keeps the
hair colour intact for a very long time while keeping fine hair condition. Thus this product saves
a lot of expenditure of consumers on various hair-care products and saloon appointments.
Analysis of market for the product
Market analysis for the new product by company can be effectively done by applying a
framework of Porter’s five forces which will give fair presentation of market by knowing
its suitability strategy (Farrell, 2020).The porter’s five force framework or model is a
concept that involves five different elements such as competitive rivalry, powers or
suppliers, powers of buyers, substitution threat and threat from new entry. Each component
of porter’s five force model is described below in context to having market analysis for
new product developed that is Sabel blonde perfecting purple shampoo.
 Competitive rivalry: This includes analysis of competitors present in market who offers
same product or similar product in order to bring competition in market (Grubor and
Jakša, 2018). Here company will analyse competitors for shampoo product in order to
know the future feasibility or success of Sabel blonde perfecting purple shampoo so to
have adequate knowledge before launching of product in market. If there is high
competition company will bring something unique or new feature that is not offered by
existing competitive firms that will differentiate product and will bring high success for
it. If there is a presence of less competiton in market then company can easily launch its
product with existing features and enjoy its market sales.
 Bargaining power of supplier: This includes certain powers in the hands of suppliers
who are responsible for supplying raw material or other required resources in order to
have production of such desired product (Jamshido'g'li and et. al., 2020). If the suppliers
carry high bargaining power then it will be tough for company to launch its product at
low prices and cater market. If the suppliers do not possess powers in their hands then it
will become easy for company to launch its Sabel blonde perfecting purple shampoo. In
case of retail industry suppliers carries high bargaining power which every company
faces and needs to offer their products at high prices in market which is not suitable for
company to sell its new product at high process.
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 Bargaining power of Buyers: This comprises of powers that lies in the hands of
customers or buyers who can force company to reduce the prices of goods offered to
them (Javeed, Latief and Lefen, 2020). If the buyers carries huge bargaining power then
it have high force on company to lower down its prices for product and if the customers
does not carries high or any bargaining power then company can charge any amount for
its product and generate super normal profits. In market customers carries high
bargaining power in case of retail sector as they have numerous identical product at
cheaper rate which they can buy easily and force company to sell its product at lesser
price if wants to enjoy high sales.
 Threat of new substitution: This brings a thought for company whether substitution of
their product is easy or not. Substitution refers to a concept of buying similar or identical
product from another company if preferred product is not available or is costly in price
(Karimi, Saberi and Bagheri, 2020). If the substitution is very easy then it will be tough
for company to have high sales of its product that is shampoo and if substitution is not
possible then company will enjoy highest level of sales in market. In case of shampoo the
substitution is easily available for customers to have if they feel company’s product less
valued. In this case to make huge sales company needs to add some unique feature in it
whose substitution is not easily available to customers.
 Threat of new entrants: In case of retail business there is a huge threat for businesses
because there is a huge demand of retail products in market and is continuous growing
sector that always offers higher profits to companies (Liu and Shan, 2021). If existing
company bears high threat from new entrants then it will become tough to make large
sales and generate more revenues and if new entry is not easy then it is feasible to launch
Sabel blonde perfecting purple shampoo in market.
Strategy for segmentation, targeting and positioning of the product
The concept of segmentation, targeting and positioning of a product refers to a specific
model that every company applies in their business to have effective marketing strategies
and enjoy good market position.
 Segmentation: This refers to a division of customers based on certain parameters
such as on the basis of their needs, demographics, behaviour, geographic location,
etc. that has an influence on product and its sales. Though application of
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segmentation Strategy Company divides its customers and gets an idea about who
are its potential customers and where it will generate high sales (López García,
Mitchell and Kan, 2019). At this stage company will segment its market according
to the demand and need of such customers who prefer shampoo and buys regularly.
 Targeting: This involves targeting of such market or customers where product can
be easily sold and reached to potential buyers that bring higher profitability for
company through its sale (Noel, Sammartino and Rosenthal, 2020). This also
includes the size of target customer segment and growth associated with it. Here
company will select most profitable and huge market size that will help to sell its
shampoo at large level.
 Positioning: This is the last stage of strategy where a company looks for setting up
of its product in order to sell and attract more customers. This comprises of
symbolic, functional or experiential positioning that focuses on high sales though
developing emotional connection, belongingness or by expressing products benefits
to customers in market. In this case a company can develop emotional connection
with hairs of females which are very crucial for them in order to look good.
Marketing mix for product
The term marketing mix refers to elements which can be controlled by firm and those
elements influence or attract customers to purchase company's products. It is a combination of
elements which help management of venture to make strategies to launch new products or revise
the production of existing products. All elements of the mix support each other. Mentioned
below is marketing mix in the context of Sabel blonde perfecting purple shampoo:
Product: It is a commodity that is produced or manufactured for sales. In the product mix
managers of company control over design, packaging, quality and unique features of the product
to increase the sales (Yung and Nguyen, 2020).Sabel blonde perfecting purple shampoo is a hair-
care product which comes in a unique packaging to attract more customers. Shampoo containers
are designed according to consumer's comfort, so that they can get used to it. Sabel blonde
perfecting purple shampoo focuses over impressive packaging of the product because it has
brand logo and all the necessary information of product over it also packaging keeps the product
safe. Special packaging of the product helps in getting more customer attraction. Management at
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Sabel cosmetics control quality of the shampoo very-well so that consumers give preference to
their product and it increase profitability of company.
Price: It is monetary value for produce or substance manufactured by the firm. Price is
affected by many factors such as risk taking capability of firm, customers’ ability to pay, cost of
production, competitor’s price. Sabel blonde perfecting purple shampoo is a product of Sabel
cosmetics which manufactures all beauty and hair-care products. Sales managers of the company
while deciding price of shampoo keep numerous factors in the mind. Price of product can affect
sales of product extremely. Management of company decides price of shampoo according to
action of competitors which is called competitor-oriented pricing policy. So that competition in
the market does not affect the sales of Sabel blonde perfecting purple shampoo. Customer-
oriented pricing strategy is also followed by financial managers of Sabel cosmetics. In this
strategy marketing managers conduct research on market to know about consumer's behaviour
and ability to pay. Price of the shampoo is decided according to the result of strategy.
Promotion: This is an element to publicise the product, brand or whole company.
Promotion helps in increasing sales and profitability of company. Marketing managers at Sabel
Cosmetics will promote Sabel blonde perfecting purple shampoo through various marketing
channels. This shampoo will be also available on online sites, so company also provide online
information about this product. Posters or hoardings are also placed in stores or malls so that
consumers can get aware about Sabel blonde perfecting purple shampoo and purchase it. Sabel
cosmetics provide various offers and coupons to attract customers and increase sales.
Place: This is the process of delivering the products to consumer at a place where
customer can get it conveniently. Basically it is an activity of moving produces from
manufacturer to a place where consumers can easily buy it. This shampoo is sold online and
offline both. Sabel Cosmetics workforce uses a 3 tire distribution chain to distribute Sabel blonde
perfecting purple shampoo. Manufacturing department of Sabel, manufactures required quantity
of shampoo after that this quantity is sold to the agents or retailers. These retails sale it in the
stores, malls or online from where customers can easily purchase the product.
Physical evidence: This is an element which refers to the experience customer had after
visiting the premises or website of company. Physical evidence plays a vital role when consumer
sees or communicates with company. Sabel cosmetics have an impressive web presentation for
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their shampoo that attracts consumers. Sabel blonde perfecting purple shampoo is sold in grand
cosmetic stores and excellent services are provided which is helpful in gaining more customers.
People: It is the workforce employed in the organization. Employees are well trained in
persuasive situations to treat the customers well. Sabel cosmetics have trained it's employees for
offline as well as online business. They try to resolve all the queries and complaints of customers
regarding Sabel blonde perfecting purple shampoo in a calm and decent manner.
Process: It is an element of marketing mix that includes all the activities relevant to
delivery of products and services to customers. Sabel cosmetics also accept online orders, for
that company has a online delivery process. In this process workforce receives online order for
Sabel blonde perfecting purple shampoo and based on that Order Company delivers products to
consumer's address via delivery services.
CONCLUSION
Customers are more connected with internet and technology so digital media helps to
connect potential or interested customer through online platforms such as social sites, website,
text, multimedia messaging etc. Analysing market properly is very essential for companies in
order to know suitability and feasibility of their product in market. Company can go for porter’s
five force analysis in to know success of its product. Every business firms develops a strategy
called as STP analysis that stands for segmentation, targeting and positioning to make customers
aware about their product as well as company to know its potential customers and their
preferences. There are 7p’s of marketing which is analysed in order to have product’s marketing
mix that comprises of product, price, place, promotion, physical evidence, people and process
that presents a complete and fair picture of new product that is going to be launched.
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REFERENCES
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Grubor, A. and Jakša, O., 2018. Internet marketing as a business necessity. Interdisciplinary
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their classification. South Asian Journal of Marketing & Management Research. 10(4).
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Mitchell, M. and Kan, L., 2019. Digital technology and the future of health systems. Health
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