Principles of Marketing & Communications in a Digital World

This report discusses the principles of marketing and communications in a digital world, focusing on the operational working of Palmolive. It highlights the strategies adopted by the company for the development and introduction of a new product in the market. The report also includes market analysis, segmentation, targeting, and positioning strategies, as well as the marketing mix for the new product. The chosen product is a naturally developed shampoo called 'Hair matter shampoo', which aims to provide maximum satisfaction to individuals with hair problems without causing any side effects.

Principles of Marketing &
Communications in a Digital
World

Contents
Introduction......................................................................................................................................3
Description of product.....................................................................................................................3
Market Analysis...............................................................................................................................4
Segmentation, Targeting and Positioning........................................................................................5
Marketing mix..................................................................................................................................9
Product.........................................................................................................................................9
Price ............................................................................................................................................9
Place...........................................................................................................................................10
Promotion...................................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Introduction
Although in a business organisation marketing and production department are treated as
segregated departments. As being in marketing department direct relations to several
stakeholders of the business is being established, on the other hand being in production
department there are no such direct relations being established by respective individuals in the
business. However, these departments relate to each other in terms of communicating plans and
strategies being developed in the business firm (Conte and et. al., 2017). As in light to the fact
that, activities of marketing department are more efficient when product features and functions
are communicated by production department to respective marketing manager. In the present
report, operational working of “Palmolive” is being taken into consideration. Respective report
will highlight several strategies adopted by firm in respect to development or introduction of a
new product in its existing market. The said firm has its existence since long time back in 123
years ago which is in 1898 (Alves and et. al., 2020).
Description of product
The chosen innovative product which management department of Palmolive company is
going to launch in its given marketplace is “Hair matter shampoo”. By critically analysing the
market trends and fluctuations in consumer demand for a product as per their preferences, this
product provided excellence in consumer satisfaction. In terms of product specification,
respective product is developed through easy processing of materials which can be performed at
home. This includes ingredients like Amla extracts, Aloe Vera, Gelatin, rose oil etc., The
respective product seeks to deliver its haircare with respect to rising pollution in UK region and
rapidly changing climate which has their inverse impact on hairs of an individuals residing in the
region. Respective product differentiate itself by causing no side effects from its application as
other chemically developed product does to an individual hair. This innovative strategy by
company helps them to gain more market customers and seek to good old traditional techniques
which reduces skin infection an ultimately create a happy bonding with company's customers
that would have mere impact on increased goodwill of the respective firm (Egger and Masood,
2020).

Market Analysis
As per data shared by Mordor Intelligence, 2021, UK market is majorly compulsive of
increased consumer concerns towards haircare, skincare, dandruff and sensitive scalp products
amongst the people. In the given market if a company thinking of launching new and innovative
haircare product in provided market would be potentially the most effective proven choice for
the given company. Further, it is believed that UK haircare market is projected to show a growth
for about CAGR 3.1% in 2020-2025. As per the data, due to lack of awareness for various side-
effects which are caused due to impulsive use of haircare products and are developed using
chemicals can causes inverse impact, An individual experiencing hair fall problem, dandruff and
many other haircare problem could be contributed by regular use of such chemical haircare
products.
As per the given stats which illustrates rise in demand for hair care products in UK
market from 2017-2019. With performing suitable R&D programs it is being said that the data is
more likely to increase in upcoming years. With advancement of hair oil, shampoo, conditioner
which forms constitutes of hair care products can be utilised for satisfying consumer demand and
possess better potential to capture market consumer demands (Gesualdi, 2019). Therefore, as the
analysis this is the right time to introduce hair care product which would seek to growing
demand of consumer by concentrating on crucial needs and want analysis of an individual
Source: Mordor Intelligence

residing the particular area (United kingdom hair care market - growth, trends, covid-19 impact,
and forecasts (2021 – 2026), 2021).
Being in a hair-care industry chosen company i.e., “Palmolive” have to face impact of
competition in its given operational region. Its major competition in the market includes, Essity,
Dabur, GSK and many other. Noel Wallance being CEO of respective firm develops quality
standards in operational process of the business firm. Such standards helps firm to operate
effectively in its given market and also develops better potential of the firm in terms of
respective competition in the marketplace. Various strategies adopted by given company
includes, undertaking proper R&D of the given market and then shaping organisational plans and
policies as per respective consumer behaviour.
According to Reportlinker, 2021, changing age structure in UK population have created
some operational issues or challenges with regards to fluctuations in operational strategies and
policies in the given organisation. However, this change in UK market also provides a significant
opportunity for haircare companies being operating in the given region. By introduction of anti-
ageing haircare products a manager in an organisational firm possess a good opportunity to
create a good brand value out of operational work being conducted in the said company.
Therefore, by undertaking changing consumer attitudes in the given marketplace can be taken
positively and can create a good market expansion opportunity for the given business firm.
Further, managers at given firm performs STP analysis to segment its respective customers and
develops effective strategies as per their demands and requirement standards in every segmented
group (Market Focus: Trends and Developments in the Haircare Sector in the UK, 2021).
Segmentation, Targeting and Positioning
The marketing tool STP is a strategic framework which aids towards reducing the
complexities faced in given operational market. This is a systematic tool which divides market
customers as per several marketing factors so that operational department of a firm can target
divided segment better with better utilisation of resources and then evaluating their position in
the said marketplace. In relation to chosen firm i.e., “Palmolive” managers of the firm in respect
to its new product launch dedicated STP analysis for its better sales opportunities and boosting
up brand value of given company (Heeks, 2017).

Segmentation
In this section given market environment of company is segmented or divided into small
segments as per their nature, behaviours, standards etc. This step in the analysis is an inclusion of
performing detailed research into market environment. Through the data driven, managers of the
firm can use such information in separating market segments and dedicate the most suitable or
effective strategy to satisfy those segmented group. The respective firm for its new product
dedicates the following segments through which it will regulate its operational strategic working
(Nosalska and et. al., 2019).
Size/ Geographic: The first segmented group for a given company is based on size of
market in which company is operating its business. This is an inclusion of strategy which would
enhance demands of individual residing in specific location. With a believe that demand of an
individual might depend on area or location in which it is residing as, culture being followed in
one region might not promote the product specification. Therefore, respective company pay
attention towards development of product as per regional demands of an individual.
Demographic: Such segment of given company is an inclusion of individuals with
difference in their preferences due to aspect of gender, occupations, age, income etc. The
respective segment divided by company by focusing on such aspect can enable better
productivity. In addition to this, selling new product of company in revised segment which is
well-known by markets of the firm will enable them to provide a good head-start to firm's sales
activities. Moreover, this will also contribute towards increased brand value and market
recognition of the given product being offered by company in its operational marketplace
(Petrenko, 2018).
Psycho-graphic: The respective segment of the firm is purely dedicated towards
individual's nature or characteristics. In this market segment individual customer's standard or
style of living is being focused upon. This aids towards enhancing better productivity of the firm
and also provide its contribution towards avoidance of wastages of resources and creating a
decent brand value out of activities to be produced in the operational firm (Samaroudi and et. al.,
2020).

Targetting
As per the next step of the analysis, various segmented groups in an organisation is being
targetted through use of suitable strategic approaches. In this stage operational department of a
business firm undergo several operational process to identify the correct and the most
appropriate strategy to enhance productivity of the firm through working in several segmented
groups of the company. In relation to chosen company, managers of the firm as per decided plan
to launch a new product i.e., “Hair matter shampoo”, which is a naturally built shampoo. Product
development stage of respective product included anti-ageing factor of individuals and its
naturally build nature avoids all the possible side-effects which are caused by other chemically
based shampoos. Respective managers of the firm targets each segments which are inclusion of
Geographic, Demographic and Psycho-graphic segments with appropriate techniques which
contradicts with once behaviours being observed in each segments. The below table shows
targetting strategy in regards to new product being launched in its given market of operations.
Segments Priority Evaluation
Geographic Moderate In this segment various
strategic plans which
correlates to nature of region
in which individuals are
residing are being developed.
Such plans are developed
taking into consideration
corporate laws as driven by
local authority of the given
region.
Demographic High As per this segment which is
the most focused one for the

given company managers. It is
an inclusion of factors such as
of aging-population is being
concentrated. The product
introduced by the given
company is complementary to
such factors and possess good
potential to overcome such
issues by shaping it into
opportunity for its future
developments.
Psycho-graphic Moderate Such factors are treated as one
of the most important
segments to be focused by
given company managers.
With the pacing life of
individuals residing UK region
several changes in their life-
style and behavioral changes
are being expected. As in
regards to product of the
company which delivers its
naturalism as the MVP have
the best possible opportunity
to exist for longer in existing
market environment.
Positioning

After targeting , the next step to concentrate is positioning in this services and product are
positioned in the mind of customers. It indicates that how the brand are considered by
consumers. Positive positioning leads to attract more number of new buyers and also try to
retain existing ones. With the help of this company can survival for long term. This stage is an
inclusion of self-analysis of activities being produced by the company in respect to its market
operations being produced at a certain period of time. In given context, new product being
developed by company which is a shampoo needs a well-revised analysis on the basis of the
quality and various other strategies undertaken by other company in relation to provide
additional service benefits with the product (Wang and Yang, 2020).
Marketing mix
Marketing mix is crucial tool and technique which help company to understand what
services as well as product can offer and in what manner planning is to be done with regards to
successful offering of product. In regards to given operational firm, managers creates a good
value out of resources being invested in the firm through channel it through strategy of
marketing mix. Respective strategy is dedicated towards creating a decent brand value out of
resources being invested and delivering maximum satisfaction to company's customers.
Product
The respective product i.e. “Hair matter shampoo” is a new product which is launched by
the given company in its marketplace. The given product is a naturally developed shampoo
which provides maximum satisfaction to individuals with hair problems without causing any
side-effects. In addition to this, respective product of the company contributes to social cause by
not using any element from nature which causes direct or indirect harm to nature while
undergoing its production stages. The given shampoo will be delivered to valuable customers of
the company in an attractive case which could be recycled. In respect to branding for the product,
managers of the firm are planning to create a series of shampoo with initials under same name.

Price
The pricing strategy for development of the new product of company will be based on
adoption of several cost-cutting and sustainable approaches. The said product will be provided to
customers of the company at a nominal price range of $5.99. Respective price set for the given
product is an inclusion of production cost including labour charges, travelling cost, maintenance
cost and company goodwill.
Place
It involves new developing strategies in order to products and services easily reached to
the customers. It helps to retain customer for long term due to the reason products & services are
tends to be reached easily. The company have several regional retail stores in UK region through
which distribution of new product could be initiated. Managers of the given firm spent lot of
time as a resource while investigating suitable place for selling their newly launched product in
given market. Additionally, respective product of the company will be provided at doorstep of
various customers by purchasing the product online through company's website.
Promotion
The promotional strategy dedicated by managers of the chosen firm includes promoting
respective product through using various digital media platforms. The reason behind adoption of
respective promotional platform is because of its wide range of applicability and will also
provide decent opportunity to given company in terms of its overall growth. In addition to this,
such platforms also provides cost related benefits through which an operational manager of the
firm can create good or better investment of funds in respect to other important functional areas
in business enterprises (Ward, 2018).
Conclusion
After deep study as well as analysis in is conclude that marketing function are important
to perform in business because it helps the manager in various ways. With above discussion, it
observes that marketing tool helps to promote and advertise service/product item at huge level.
Before launching any new product in the market it is necessary for marketers to analyse the

requirement or need of customer. For this various tools of marketing like STP, marketing mix
are adopted so that effective decision making can easily be possible. Also with support to these
strategies are tends to framed to achieve the objectives which are set by marketers.

References
Books and Journals
Alves, G.M., Sousa, B.M. and Machado, A., 2020. The role of digital marketing and online
relationship quality in social tourism: A tourism for all case study. In Digital marketing strategies
for tourism, hospitality, and airline industries (pp. 49-70). IGI Global.
Conte, F., Siano, A. and Vollero, A., 2017. CEO communication: engagement, longevity and
founder centrality: an exploratory study in Italy. Corporate Communications: An International
Journal.
Egger, J. and Masood, T., 2020. Augmented reality in support of intelligent manufacturing–a
systematic literature review. Computers & Industrial Engineering, 140, p.106195.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review, 45(2), pp.372-382.
Heeks, R., 2017. Information and communication technology for development (ICT4D).
Routledge.
Nosalska, K., Piątek, Z.M., Mazurek, G. and Rządca, R., 2019. Industry 4.0: coherent definition
framework with technological and organizational interdependencies. Journal of Manufacturing
Technology Management.
Petrenko, S., 2018. Cyber security innovation for the digital economy. River Publishers.
Samaroudi, M., Echavarria, K.R. and Perry, L., 2020. Heritage in lockdown: Digital provision of
memory institutions in the UK and US of America during the COVID-19 pandemic. Museum
Management and Curatorship, 35(4), pp.337-361.
Wang, Y. and Yang, Y., 2020. Dialogic communication on social media: How organizations use
Twitter to build dialogic relationships with their publics. Computers in Human Behavior, 104,
p.106183.
Ward, S.J., 2018. Disrupting journalism ethics: Radical change on the frontier of digital media.
Routledge.
Online
United kingdom hair care market - growth, trends, covid-19 impact, and forecasts (2021 – 2026),
2021. [Online]. Available through:
<https://www.mordorintelligence.com/industry-reports/united-kingdom-hair-care-market-
industry>

Market Focus: Trends and Developments in the Haircare Sector in the UK, 2021. [Online].
Available through: <https://www.prnewswire.com/news-releases/market-focus-trends-and-
developments-in-the-haircare-sector-in-the-uk-250605091.html>