Principles of Marketing for Unilever's New Hair Straightening Cream in Nairobi Market

Principles of Marketing

Table of Contents
INTRODUCTION..........................................................................................................3
Product/Service Description ..........................................................................................3
Outline Market Analysis................................................................................................3
Brief market analysis ................................................................................................3
Key market trends......................................................................................................4
Key competitors and their positioning.......................................................................4
Summarise current customer attitudes/behaviours in this market.............................4
Identify the main issues/opportunities relevant to segmentation, targeting and
positioning.................................................................................................................5
Basis for segmentation...............................................................................................5
Summarise the profile and persona of your target market.........................................6
Include a positioning statement that identifies why your target market should
purchase your company’s product.............................................................................6
Marketing mix...........................................................................................................7
CONCLUSION..............................................................................................................8

INTRODUCTION
The project is based on the principles of marketing in which a brief description
of new or improved products or services, a brief analysis of markets, key market
trends, competitors, current customer attitudes, main issues and opportunities of
segmentation, targeting and positioning, the characteristics of the target market and
the marketing mix are determined. Marketing is the concept of promoting the buying
and selling of goods and services in a market. The principles of marketing, or the
seven Ps of marketing, are product, price, place, promotion, people, process and
physical evidence. The chosen organisation for accomplishing this project is Unilever,
and the product is “New Hair Straighter Cream”. It is a product that attracts customers
because it does not require any hairdressing equipment and protect hair from dryness
and dullness.
Product/Service Description
Hair straightening products for women never go out of fashion. Women want
permanent hair straightening but due to high cost they cannot straight their hair
permanently. To overcome this issue, Unilever developed a new hair straightening
cream, which allows consumers to maintain straight, smooth hair for about two
months. It adds a glossy sheen to customers’ hair and makes it look healthy and well
maintained. This product contains chemicals, but it is neither allergenic nor otherwise
harmful to consumers (Cruthirds, 2016). Hair straightening cream is therefore a good
alternative to hair straightening equipment because it helps to reduce electrical
injuries such as electric shock and ensures that the product contains natural materials
that are suitable for all types of consumers. An external specialist had tested the hair
straightening cream several times before Unilever offered it on the market.
Outline Market Analysis
Brief market analysis
The chosen market for launching the new hair straightening cream is Nairobi,
Kenya. Africa is the second most populous and second largest continent after Asia.
The African population is rapidly increasing and largely consists of a youthful
population. The resultant abundance of labour makes Africa good for business
(Boateng, Armer and Russo, 2015). In fact, compared to other emerging markets,
Africa offers a high return on investment. Unilever chose Africa because it offers