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Research Paper on Shampoo Assignment

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Added on  2021-01-03

Research Paper on Shampoo Assignment

   Added on 2021-01-03

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RESEARCH PAPER
Research Paper on Shampoo Assignment_1
Table of ContentsINTRODUCTION...........................................................................................................................3Segmentation, targetting and positioning. ..................................................................................3Identification of USP...................................................................................................................4Existing advertising.....................................................................................................................5Media consumption characteristics.............................................................................................6Decision making is one of the aspects of consumer behaviour that can influence advertisingand media....................................................................................................................................7CONCLUSION................................................................................................................................8REFRENCE.....................................................................................................................................9
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INTRODUCTIONEvery organisation exist for the purpose of earning money by satisfying customer needsthrough a product which is a item offered to the people for sale. Each product is designed bykeeping the needs and demands of the customers because every customer has different taste andpreferences regarding the product, purchasing behaviour, etc. which influences the people to buyproduct. This report will explain the comparison of two shampoo products by identifying andanalysing their segmenting, targeting and positioning strategies. It will also focus on their USPand existing advertising (Armstrong and et. al., 2015). This will also determine the mediaconsumption characteristics of the target market. It will consider the aspects of consumerbehaviour 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 groupssuch 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 peopletogether who shares similar characteristics, behaviours and needs (Baker, 2014).Targeting : At this stage, the appropriate target market is determined which needs toevaluated 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 theproduct, services or brands to the target audience (Foxall, 2014). This positioning must bedone in a way that creates value offerings.Brand of shampooSegmentation Targeting Positioning Dove On the basis ondemographics it hasbeen segmented byfocussing on theIt targets particularlythe women of all agegroups, sizes andshapes. They haveDove shampoos arepositioned as apersonal care beautyproduct. And uses its
Research Paper on Shampoo Assignment_3
gender and age factor.It emphasises onwomen above 18 yearsof age. And womenwho have highpurchasing power andbelong to uppermiddle class.great emphasis onwomen who areworking. high moisture contentto differentiate itselffrom its competitors.Garnier It has been segmentedon the basis ofdemographics bytargeting men andwomen both. Then onthe basis of age groupit has segmented themarket like teenagershampoo which isbasically for childrenof age group between5-14. Their target market isworking women ofmiddle age groups.But later on they havetargetted the entirearea by providingdifferent shampooproducts and featuresdepending on theneeds and demands ofthe man and women. They have hiredcelebrity stars in theiradvertisements topositioned themselvesdifferently. Apart fromthis, they havepositioned themselvesas affordable skin careand hair solutionswhich are meant forvalue for money.Identification of USP.USP is the unique selling point of particular product or service which can be used inadvertising to show how the one product id differentiated from another and better than theircompetitors 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 cleararticulated benefits to the customers. So therefore, USP of the two shampoo brands are discussedbelow :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 twoseparate hair care routine or long and strong hair.
Research Paper on Shampoo Assignment_4

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