Marketing Management: Analysis of Bigen Hong Kong's Hair Color Brand

This report provides an overview of Bigen Hong Kong's marketing management strategies within the competitive hair color market. It analyzes the market conditions, identifies key competitors leveraging social media channels, and examines Bigen's current traditional advertising approach, primarily through television. The report then delves into strategy development, outlining goals for social media marketing to attract a wider customer base and enhance brand positioning. It proposes leveraging platforms like Facebook and Instagram with engaging content to increase sales and target specific customer segments. The conclusion summarizes the market analysis, competitive landscape, and the proposed strategy development process, emphasizing the shift from traditional advertising to a more dynamic social media presence. References to relevant marketing literature are also included.

MARKETING MANAGEMENT

TABLE OF CONTENT
 INTRODUCTION
 Overview
 Analysis of competition
 Traditional advertisement
 Strategy development
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing management refers to the process in which company practically applies the
techniques and tools of marketing. It helps a company to determine the products or service
customers will buy and the type of strategy to be use for communicating with customers.
 Bigen Hong Kong is one of the top brand of hair colour. The brand is providing various
benefits to the customers.
 The presentation will outline market conditions, competitors that are using social media
channels, current traditional advertisement, strategy development etc.

Overview
 The hair colour market of Hong Kong has been developed due to the
growth in the development of the economy. Hair color products are
giving a new direction to cosmetics sector of Hong Kong.
 The companies in cosmetics market is nowadays focusing more on brand
and quality of the products.
 Nowadays, customers are becoming more and more aware regarding the
quality of skincare products.
 Bigen Hair color is a brand that is currently using traditional way of
giving advertisement on television for creating the awareness among
customers regarding the product and its benefits such as the product is
made with herbal ingredients etc.

Analysis of competition
 As the Bigen hair color is available in different colors and for the both for the
men and women. This is used for hair styling for the people. This is Hong Kong
based hair color. This sells it product through the online platform. As it has
different competitors in the market which also sell the different hair color in the
market as compared to the Bigen hair color. Its competitors are lo real, Garnier,
Revlon and many more this also sells their hair color using the different platform
of the online.
 As these competitors using the online and products their sell in the lowest price.
Because , they directly supply the hair colour to the customers by the online
business. They not only provide on one site but also different site, and on this
they also provide different discount as well on their products to attract the more
customers for their products.

Traditional advertisement
 Traditional advertising is one of the old form of advertisement of products or
services. A company can use various tools for marketing of products in
traditional marketing. It includes Television, radio, e-mail, brochures, catalogs
etc.
 Traditional marketing also includes marketing of products or services through
telephone. Companies appoints talented persons for influencing the customers
to buy the product with the help of telephone.
 Bigen Hong Kong chooses advertising the product through giving ads on
television. Company is currently using television for marketing of hair colour
products to influence the customers for buying the products.

Strategy development
 It refers to the form of advertising of the products or services with the help of
internet. Social media marketing includes various tools of marketing such as
Instagram, Facebook, Twitter etc. It helps the company to gain competitive
advantage over other companies.
 Goals-
 There are various goals and objectives of Begin Hong Kong behind social media
marketing of the hair coloring products. They are as follows-
 The company is using various tools and methods of social media marketing for
attracting large number of customers. It will include both existing as well as
targeted segment of customers.

Continue
 One of the major objective of Begin Hong Kong behind social media marketing
is to promote the brand positioning of the company by creating awareness
regarding the features and benefits of the hair coloring products on social media
platforms.
 Company will launch marketing campaigns on Facebook, Instagram etc so that
sales of the products will increase as compared to the previous traditional
methods it has been used.
Begin Hong Kong will use various social media platforms for targeting a particular
segment of customers.

Continue
 Developing strategies-
 Begin Hong Kong will use various types of strategies and tactics to attract the
targeted segment of customers. They are as follows-
 Facebook- Millions of peoples are using Facebook per week. Begin Hong Kong
should create its own page at which targeted segment of buyers will view the
information regarding the range of prices, the features and company can easily
review the feedback of customers.
 Instagram- Begin Hong Kong will use Instagram for uploading the images of
the hair coloring products along with their prices.

Continue
 Creating Content-
 For promoting the hair colouring products, the company will develop very effective content so that, it can attract
large number of customers for buying the product.
 Firstly, company will outsource a marketing specialist that will help to develop effective content for social
media marketing of hair colouring products.
 Company will also provide details regarding the process of using hair colour, size of the packet or bottle in
which product is available to buy.

Conclusion
 The above presentation has outlined an overview of the conditions of the market and
current position of company in social media.
 It has also described the social media platforms that are used by the competitors, role of
traditional advertisement company is using. It has also explained the overall process of
strategy development.

REFERENCES
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI Tourism Texts. Cabi.
Villeneuve, J.P. and Pasquier, M., 2017. Marketing management and communications in the public sector. Routledge