Importance of Innovation and Digital Marketing

The assignment discusses the significance of innovation and digital marketing in modern businesses. It explains how these concepts are essential for organizations to increase their performance and customer loyalty. The document provides a research-based approach, citing various studies and articles on the topic. It also touches on the importance of data-driven marketing and the role of social media optimization in digital marketing.

Principles Of Marketing
& Communications In A
Digital World

Table of Contents
INTRODUCTION...........................................................................................................................3
Description on the new product...................................................................................................4
Analysis of the market for new product.......................................................................................5
Strategy for the segmentation, targeting and positioning of such product..................................7
Marketing mix of new product....................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCE.................................................................................................................................11

INTRODUCTION
Marketing is related with all organisation that helps to increase the business activities and
profitability. Technology is changing day by day that helps organisation to increase the
performance by influencing people. Identification of problems and finding solution is the basic
needs of any business industry that analysis the market and get what people wants and how they
be satisfied by communicating with customers (Ismail and et. Al., 2017). To know the
importance of marketing and communication The Body Shop has been selected that is a
cosmetics, skin care and perfume company, provides different types of products and services in
digital world. It adopts new technology in their organisation through which it provides
information about products and encourages them to buy such product and services. Report
discusses about new product which is going to launch by Body Shop, market analysis for such
product, strategy for segmentation, targeting and positioning of new product and marketing mix
for product that helps to make right decisions.
Description on the new product
An item which is prepared by organisation in order to sale and earn profit is known as
product. It can be in term of service that are provides to customers for the purpose of making
profits. The product should be relevant, feasible and able to attract people according to
customer needs and wants so, profits can be made accordingly. The Body Shop is a beauty and
skin care company that provides different types of cosmetics to customers and uses new
technology to inform people about its products (Lilien, Rangaswamy and De Bruyn, 2017).
The Body Shop is planning to introduce a new hair care product that is Anti dandruff
shampoo and serum. It is associated with organic ingredients that will help those people who has
heavy dandruff and having damage and breakage of hairs. Most of the people are suffering from
dandruff, hair fall and damage of hairs due to not caring properly, so they are demanding for a
product which can solve their hair problems. Therefore, Body Shop is going to launch new Anti
dandruff shampoo and serum that will protect people's hair from damage and breakage (Nadler
and McGuigan, 2018).

This is a wonderful product which is launching by The Body Shop to provide a hair style
and long life of hairs. Hairs is consider as one of attracting part which helps to maintain the
beauty of people and make them happy. In present, people are facing different types of hair
problems like dandruff, improper growth, hair fall, damage, dryness etc. which is serious issue
for people. The management of Body Shop launching such new product by understanding their
problems that will prevent from such issues (Lyon, 2017). This Anti dandruff Shampoo and
serum having such ingredients that are as follows:
Ketoconazole – It has anti fungal properties that will help to take care of follicular
inflammation. It is good for hair caring that will protect the hairs.
Zinc pyrithione – It is super effective ingredient that not only used for dandruff but also
protect the skin problems like dry, psoriasis, sensitive skin and eczema. It has anti fungal and
anti bacterial properties that helps to overcome the hair and skin issues.
Ciclopirox olamine – This ingredient has antifungal properties that is suggested for those
with seborrhoeic dermatitis.
These are well known ingredients which are used to remove the dandruff and skin issues.
All above ingredients are using by Body Shop that fights with dandruff and breakage of hairs.
This is organic product that are made of natural commodities with no chemical, helps customers
to get rid of dandruff.
Analysis of the market for new product
Market analysis is the process of knowing and researching the market in order to
understand the threats and opportunities that states how customers and clients will react for your
products and service. In other words, market analysis is related with market research that helps to
know what people think about their new products. In current environment, it is important for
business concern to communicate with people and know what products they wants and how they
can enhance their business (Sahai and et. Al., 2018). In case of The Body Shop, marketers
analysis the market for the purpose of know strength and weakness of new product that is Anti
hair dandruff and serum. The marketing manager of such organisation communicates with
people in order to know know their views towards a particular product and services.
Management also uses some other way to get information such as websites, online marketing,
free samples, celebrity advertisement etc. to know the strength and weakness of Anti dandruff

shampoos and serum (Sheehan and Hassiotis, 2017). The market analysis of new product such as
Anti dandruff shampoo and serum that are as explained:
Strength – The Body Shop is a well known organisation that provides different types of
cosmetic products in order to keep healthy and beautiful customers. The products and service are
providing globally that increases the awareness of people towards its products. Cosmetic
products are sold by Body Shop that are all made of natural ingredients helps to keep safe from
all skin problems. Anti dandruff shampoo and serum is prepared by all natural and organic
ingredients that attracts customers and enhance business activities. It has wider scope to launch
new products that create trust among people to buy such product, will help definitely to remove
the dandruff. Body Shop uses different ways to inform people towards new products and get
feedback that helps to increase profitability (Porral and Stanton, 2017).
Weakness – The Body shop faces high competition in context to prices of products. Loss
of focus on environment and human rights divert the attention of company due to which profits
may reduce. There are many competitors who are provides same product at less prices that may
be serious issue for respective company. The main weakness of such pro duct is too costly as it
involves all natural ingredients to prepare such product.
Opportunity – By using digital marketing and communication will be an opportunity for
Body Shop or its products to increase the sale and performance of company. The management
mainly prefers customer's needs and problems towards particular products that increases
productivity and profitability. Hair care product such as Anti dandruff shampoo and serum will
target specific customers that helps to maintain the trust and crack the competition. The new
product are having great level of fragrance and anti properties which is differentiate from other,
influence people to buy such product (Luppicini and Baarda, eds., 2017).
Threats - Inability to keep up promise that many be difficult for Body Shop as well as
its products. Customers depends on only one brand that may be threat for organisation to switch
the brand and sale their products. In UK market, there are lot of online campaigns that warns
people against using of products which can affect the sale of such shampoo and serum (Purcarea,
2017).
Therefore, this market analysis is used to understand about particular product and
services. It is used by Body Sop to know the strength and weakness of Anti dandruff shampoo
and serum that will attract the customers effectively and will provides more opportunities to

enhance their business efficiently. It has been analysed that there are many competitors of Anti
dandruff shampoo such as Clinic plus, Loreal, Pantene, Tresseme etc. who also provides anti
dandruff shampoos at less prices which may be reduce the profitability (Shirisha, 2018).
The marketing manager of Body Shop analysed that this is fantastic organic shampoo and
serum that will definitely attract customers by resolving their problems. It has great fragrance
that cannot get boar to customers as new it includes different flavours of products. There
Strategy for the segmentation, targeting and positioning of such product
Strategy is the wider term to understand that means plans to complete the future goals. It
is prepare by all person to deal with upcoming problems for the purpose of completing targets.
Different skills, tactics and experience is require to achieve the ascertain goals. In other words,
strategy is the pre set plan that helps business concern what step should be taken in order to
complete target and make profits (Couldry and Yu, 2018). Marketing managers are playing an
important role in Body Shop who analysis market, understand customer's problems and decide
goals and make strategy for achievement of such goals. It sates what next step should be taken to
increase the productivity and profitability. They involves different information such as
segmentation that helps to target particular people in order to accomplish targets. The market
segment for Body Shop is explained as:
Segment: Market segment consider as process to dividing the market of likely customers
in to groups or segments that helps to accomplish organisational goals. Segment involves interest
location and needs of people that helps organisation to enhance their productivity and
profitability. The segment of Body Shop has been classified below:
 Geographic – It involves target customers which are based on geographic boundary such
as difference in interests, preference, values throughout states, cities, regions and
countries.
 Demographic – This is the process of diving market in to different variables such as age,
gender, family size, occupation, education, income level etc. This is consider as main
method to divide the market in to different groups and sale their products accordingly.
This strategy mostly used by marketers to increase the business sales and their brand
image.
 Psychographic – In this strategy marketers mainly focused on intrinsic traits that targets
the customers. It is related with mindset of people what people thing about particular

products and services and how their perception can be changed. Psychographic traits
includes personalities, values, interests, conscious, motivators, lifestyle, subconscious and
attitudes of people (Ablyazov, Asaturova and Koscheyev, 2018).
 Behavioural – This strategy is related with behaviour of customers in which they make
decisions and buying process. It involves attitudes towards brand, using way and
knowledge for people for a particular product.
The segment strategy for new product in context to Body Shop is defined as:
Type of segmentation Body Shop's target segment
Geographical The management of Body shop targets domestic and
internation regions for the age group is 8-40 years old
people who needs hair care product.
Demographical Males and females, low and middle income level and all
profession are targeting by marketers of respective
company. Such as Body Shop is launching Anti hair
dandruff and serum for both males and female who are
suffering.
Psychographic Body Shop is beauty care and cosmetic provider company,
is launching new Anti dandruff shampoo and serum by
focusing on social class and lifestyle people. In social class
it covers lower, working and middle class of people who
needs such product and wants to keep healthy hair.
Behavioural In this strategy marketers of Body shop mainly focus on
those customers who are loyal for particular brand and cost
benefits and time efficiency. By using behavioural
strategy, customer get reach to switch their brand loyalty
and provides cost benefits that helps to sale the new
products easily.
Targeting - This is a process that consider group of people in order to buy a products and
services. The Body Shop is dealing in cosmetic products for the purpose of keeping healthy skin,

hair and good lifestyle. In context to Body Shop, managers are brilliant who identify the needs,
culture and desire for Anti dandruff shampoo and serum that helps to maintain a good customers
relationships in market.
Positioning – It refers to the selection of marketing mix for particular products that helps
to increase productivity and profitability. In context to, Body Shop targets the suitable customers
in UK market for their Anti dandruff shampoo and serum that creates a brand position in
business market. Anti dandruff shampoo and serum is positioned as a solution for hair problems
that will target mainly those customers who are suffering from such issues. The position for
such product is good that attracts customers by using digital marketing.
Therefore, segmentation helps Body Shop's marketing to personalise their marketing
campaigns. It reduces the risk of ineffective market campaign and increase the chances of
success by creating generic campaign.
Marketing mix of new product
Marketing mix - This is the combination of different element that helps to increase the
performance as well as productivity of company. Whenever, company is going to introduce some
thing there is needed to use marketing mix, helps to achieve decided goals. It involves product,
price, place, promotion, process, physical evidence and people. In other words, it is the set of
marketing tools that uses by organisation in order to pursue their objectives in target market. In
context to Body Shop, Anti dandruff shampoo and serum is new product which is launching by
such company in order to deliver best cosmetics and increase business activities (Kuchta and
Miklošík, 2017). The marketing mix of new product is explained as:
Product Anti dandruff shampoo and serum is introducing by Body Shop
that will fight against dandruff, damage and hair breakage.
Ketoconazole, Zinc pyrithione and Ciclopirox olamine are main
element of such product that will remove the problems.
Price Body shop is focusing on premium strategy in which they
provides their products at premium cost. Management has
decides the prices for such product that is 800
Place New product launching by Body Shop in London, UK.
Promotion The marketing manager of Body Shop use digital marketing,

you tube, billboards and celebrity advertisement, content
marketing and social media to promote the products.
Physical evidence This is consider as magic formula to solve the wide range of
dandruff problems. Shampoo and serum are made of natural
ingredients that are consider in physical evidence, attracts
customers.
Process It consider online and offline marketing as well as product
delivering process that creates value for customers and increase
the profitability.
People Skilled staff, marketing manager, production manager and other
are involves in people who helps to prepare Anti dandruff
shampoo and serum.
Therefore, above discussed marketing mix helps Body Shop to launch their new product
by setting prices, place, promotional activities etc. In order to attain business objectives.
Moreover, it help to enhance the productivity and profitability of organisation and will also help
to maintain customer loyalty towards product.
CONCLUSION
From the above report it can be concluded that innovation of product and marketing are
important for organisation that helps to increase the business performance. Marketing is used by
all organisation in order to develop and promote their products and services. Different methods
are used in digital marketing such as content marketing, social media, print media, celebrity adds
, websites etc. that are sued to provides information to customers and making buying decisions. It
is important for business industries to deal with customer's problems and provide them better
solution in order to gain customer loyalty. Marketing mix is used by marketers to evaluate the
objectives and suggest the ways to achieve them.

REFERENCE
Books and Journal
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pp.52-57.
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