Research Paper on Shampoo Assignment

RESEARCH PAPER

Table of Contents
INTRODUCTION...........................................................................................................................3
Segmentation, targetting and positioning. ..................................................................................3
Identification of USP...................................................................................................................4
Existing advertising.....................................................................................................................5
Media consumption characteristics.............................................................................................6
Decision making is one of the aspects of consumer behaviour that can influence advertising
and media....................................................................................................................................7
CONCLUSION................................................................................................................................8
REFRENCE.....................................................................................................................................9

INTRODUCTION
Every organisation exist for the purpose of earning money by satisfying customer needs
through a product which is a item offered to the people for sale. Each product is designed by
keeping the needs and demands of the customers because every customer has different taste and
preferences regarding the product, purchasing behaviour, etc. which influences the people to buy
product. This report will explain the comparison of two shampoo products by identifying and
analysing their segmenting, targeting and positioning strategies. It will also focus on their USP
and existing advertising (Armstrong and et. al., 2015). This will also determine the media
consumption characteristics of the target market. It will consider the aspects of consumer
behaviour which can influence the advertising and media consumption.
Segmentation, targetting and positioning.
The two brands of shampoo product in UK are Dove shampoo and garnier shampoo.
Their segmentation, targeting and positioning is discussed below :
 Segmentation : It is the process of segmenting or dividing the market into smaller groups
such that it can identify and classify the product according to the needs, demographics,
location or any other criteria. The main motive behind this is to group all those people
together who shares similar characteristics, behaviours and needs (Baker, 2014).
 Targeting : At this stage, the appropriate target market is determined which needs to
evaluated in terms of attractiveness of each segment. It includes size of criteria,
differences, money aspect, accessible and focuses on different benefits.
 Positioning : This is very crucial because effective positioning helps in appealing the
product, services or brands to the target audience (Foxall, 2014). This positioning must be
done in a way that creates value offerings.
Brand of shampoo Segmentation Targeting Positioning
Dove On the basis on
demographics it has
been segmented by
It targets particularly
the women of all age
groups, sizes and
Dove shampoos are
positioned as a
personal care beauty

focussing on the
gender and age factor.
It emphasises on
women above 18 years
of age. And women
who have high
purchasing power and
belong to upper
middle class.
shapes. They have
great emphasis on
women who are
working.
product. And uses its
high moisture content
to differentiate itself
from its competitors.
Garnier It has been segmented
on the basis of
demographics by
targeting men and
women both. Then on
the basis of age group
it has segmented the
market like teenager
shampoo which is
basically for children
of age group between
5-14.
Their target market is
working women of
middle age groups.
But later on they have
targetted the entire
area by providing
different shampoo
products and features
depending on the
needs and demands of
the man and women.
They have hired
celebrity stars in their
advertisements to
positioned themselves
differently. Apart from
this, they have
positioned themselves
as affordable skin care
and hair solutions
which are meant for
value for money.
Identification of USP.
USP is the unique selling point of particular product or service which can be used in
advertising to show how the one product id differentiated from another and better than their
competitors in the market (Hasan and Ali, 2015). These features can be in terms of lowest cost,
highest quality, innovative feature, etc. A successful USP gives an assurance of a clear
articulated benefits to the customers. So therefore, USP of the two shampoo brands are discussed
below :
 USP of Dove : Their unique selling point is that they provide deep moisture for dry hair.

 USP of Garnier : Their USP is shampoo plus oil which eliminates the need of two
separate hair care routine or long and strong hair.
Existing advertising.
This is concerned with the current advertising tools used by the companies for promoting
their products in the market which will be useful in making people aware about the new
products, modification in the existing products like colour, packaging, etc. For this purpose, the
two brands uses different adversing promotions and they are discussed below :
Dove shampoo
Advertising promotions used in dove are :
 Television : It is the most widely used tool of promotion as it targets the large pool of
population at once (Kotler and et. al.,2015). This provides the ability to communicate
about the products, its features, sound and emotions. It provides an opportunity for
presenting the advertising message.
 Radio : It is also effective and strong means of promotion used by the company. It
enables the benefits of cost effectiveness in advertising, definable target market based on
formats, offers flexibility and short lead of time, and its portable nature makes it easy to
carry anywhere and anytime.
 Internet : With the changes in the dynamic business scenario, company has started using
internet advertising by targeting maximum number of customers (Kotler and Armstrong,
2015). This platform, makes promotion easy for any product and services and provides
efficiency in cost. Internet advertisements provides an edge of competitive advantage to
the firms.
Garnier shampoo
Advertising promotions used in garnier are discussed below :
 Viral policy or strategy of marketing : Under this strategy, the customer were
encouraged and motivated to pass the marketing message of the products. This has a
favourable influence about the product on the mind of the customers. So for advertising,
the Garnier uses number of models, actors, celebrities who represents the young and
fashionable generation (Öztamur and Karakadılar, 2014).
 Social media and internet : Social media and internet marketing are the buzzword in
today's marketing world for increasing sales and profitability. It provides an edge of

effective brand recognition and increases brand awareness. As it is the widely used
network by maximum number of people so, it improves audience insights and customer
services. This is also useful in enhancing the customers towards the brand by involving
them.
 Hoardings : This is the very effective tool of promotion used by the company and also
known as bill board advertising. They are basically the large poster which are displayed
on roadside to attract the attention of people. As it is huge and eye catching so it provides
easy visibility to the people (Schmidt Spann and Zeithammer, 2014). It is place in a area
which is chosen by the company to target a particular group of people. The location and
unique design of the hoarding helps in maximising sales and converting an audience into
loyal customers.
Media consumption characteristics.
 Television commercials- There are various positive as well as well as negative effects of
media consumption. Popular brands displaying their advertisement between famous tv
serials running on famous channel in the duration of 5pm to 11pm. Distribution of
pamphlets, usage of banners and posters on streets are it's main media consumption
characteristics. Television mode of media can have positive effects on women as when
they see a tv commercial they feel the need to buy product. Advertisement like doves hair
care creates desire amongst women to have same healthy and bouncy hair as shown in the
advertisement. The Dove real beauty campaign used regular women instead of models to
attract viewers attention.
 Social Media- Impact of social media is high these days. Many youngsters are prioritizing
online shopping over traditional shopping. Ads on Instagram YouTube are part of digital
marketing techniques used by the companies. Conducting small surveys before playing
videos and advertisement in mobile phones are social media consumption characteristics.
Young girls follow fashion blogger promoting a certain brand is one of the famous
feature of this type of media. Consumer buying behaviour: In recent time it has been
observed that companies are more focusing on consumer buying behaviour so that
advertising and media consumption of company is changing time to time.

Decision making is one of the aspects of consumer behaviour that can influence advertising and
media.
When consumer decides to acquire product that can satisfy his need will lead him to visit
places and collect information related to product before taking the judgement to buy it. He may
use multiple media channels to gain knowledge about the product. There brands like Dove and
garnier should display complete information about products on various channels.
External Influences are the factor which are outside the control of consumer. Customers
income, society, fashion trends can also impact their decision to buy product or not. Like
decrease in income of an individual will stop him to buy expensive products. Buyers social status
will affect his way of lifestyle. Family of an individual can create certain misconceptions in his
mind about product.
Buying situations are related to customers problems associated with their timing issues, risk
attached to using it or the lack of interest in the product. In such cases customers needed to be
persuade more. The companies has to make extra effort to promote their products.

Marketing aspects ensure customers about the usage and features about product's. It is used to
communicate about brand's identity and image. The advertisement often display
misrepresentation of product's quality which consumers find frustrating. This tool needs to be
used by companies more effectively in order to convince them. During festive season customers
are more inclined to buy (Zeriti and et. al., 2014). This helps to generate more sales of product.
The companies take extra measures to market their brand on various platforms.
Cultural influence: It is a very involved content of human behaviour it exclude the human
order, the roles that the society plays, the behaviour of the society, its values customs and
traditions. Culture needs to be examined as it is a very important factor that influences consumer
behaviour.
CONCLUSION
From the above report it has been concluded that the business strategies plays a very
important in effective marketing of the products and services which makes them unique and
different from its competitors. This report has emphasised on segmenting, targeting and
positioning strategies of the two brands so that it gives clear understanding that every company
has different set of strategies. Its has also focussed on USP of the companies which makes it easy
to differentiate them from other companies. By analysing the use of existing advertising methods
used by the companies, it depicts the benefits of how those promotional tools are helpful in
targeting people. Then it explains the different perceptions, buying behaviour and needs of
people which makes influences their impact towards the products through advertising and medis
consumptions.
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REFRENCE
Books and Journals
Armstrong and et. al., 2015. Marketing: an introduction.
Baker, M.J., 2014.Marketing strategy and management. Macmillan International Higher
Education.
Foxall, G., 2014.Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge.
Hasan, Z. and Ali, N.A., 2015. The impact of green marketing strategy on the firm's performance
in Malaysia.Procedia-Social and Behavioral Sciences.172.pp.463-470.
Kotler and et. al.,2015.Marketing. Pearson Higher Education AU.
Kotler, P. and Armstrong, G., 2015.Principles of Marketing-Global Edition. Pearson.
Öztamur, D. and Karakadılar, İ.S., 2014. Exploring the role of social media for SMEs: as a new
marketing strategy tool for the firm performance perspective.Procedia-Social and
behavioral sciences.150. pp.511-520.
Schmidt, K.M., Spann, M. and Zeithammer, R., 2014. Pay what you want as a marketing
strategy in monopolistic and competitive markets.Management Science.61(6). pp.1217-
1236.
Zeriti and et, al., 2014. Sustainable export marketing strategy fit and performance.Journal of
International Marketing.22(4). pp.44-66.
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