Case Study: Evaluating the Marketing Strategies of Fifth Estate Co.

This case study examines the marketing strategies of Fifth Estate Co., a Tasmanian hair styling product company. The analysis includes market segmentation based on application, gender, and distribution channels, as well as product positioning strategies to create a strong brand image. The report delves into the marketing mix, exploring the product element (including product quality, packaging, and design), pricing strategies (premium pricing), place/distribution (online sales through e-commerce), and the integration of marketing theory through the promotion element. The study emphasizes the importance of each element in increasing sales and attracting customers. The conclusion highlights the significance of segmentation and positioning in identifying potential customers and their market position. The report uses various sources to support its findings, including journal articles and books.

Case study of
Fifth Estate Co

Table of Contents
Introduction..........................................................................................................................................3
MAIN BODY.......................................................................................................................................3
2. The market segmentation of Fifth Estate Co...............................................................................3
3. Positioning of Fifth Estate Co.'s hair care product......................................................................3
4. Product element of marketing mix...............................................................................................3
5. Price Element of the marketing mix............................................................................................4
6. Place/Distribution element of marketing mix .............................................................................4
7. Integration of marketing theory by discussing the function of the promotion element of
marketing mix..................................................................................................................................4
CONCLUSION....................................................................................................................................5
REFERENCES.....................................................................................................................................6

INTRODUCTION
Fifth Estate co. is a Tasmania's effective hair style product. This is a men's hair style product
and used for many different reasons such as for the adventurer, the Overland. For the low key
legend, the Bicerin. For the slick city folk, the Oxford. This report will include the market
segmentation, positioning of company's product. This report will also highlight the marketing mix
such as product, price, place or distribution and promotion element.
MAIN BODY
2. The market segmentation of Fifth Estate Co.
Market segmentation of Fifth Estate Co.'s hair care product market is divided on the basis of
application, gender, distribution channel and end user industries. The hair care market is bifurcate
and segmented into hair styling, shampoo, hair colour, conditioners and hair oil. According to its
application, market is segmented according to the customer's preferences, choices and usage.
Market segmentation helps the company to identified the potential customers (Sinapuelas, Wang
and BohlmannD., 2015). Based on the gender , market is segmented into male and female. On the
basis of distribution channel, the hair care market is classified into hypermarket, pharmacies and e-
commerce.
3. Positioning of Fifth Estate Co.'s hair care product
Positioning is a main tool for a great product marketing. Positioning helps the company's
product to develops an effective brand image. Company should have to make sure that the customer
will believes, embraces and understand the product's value and brand. The effective market
positioning of Fifth estate co.'s hair care product means product has great position and recognition
in the market. Positioning is a effective marketing strategy that assists in creating attractive product
image in customer's mind. Positioning helps in differentiate the product and another competitors
products. The great product positioning strategy assist the company to achieve great market share
and enhance profit and sales. There are various strategies that can be used by company for
successful product positioning such as First mover strategy, multi brand strategy and targeting
demographics strategy. The perfect brand positioning of the hair care product of Fifth estate co. gain
the customer's attention. It also helps in immense growth of sales and profitability.
4. Product element of marketing mix
product is the main element of marketing mix. The whole functions of the company is totally

dependent upon the product and its quality. The Fifth estate co. has various hair care products like
Classic pomade, Matte clay pomade, Sculpting wax, Beard balm, Beard oil etc (Thieu and et.al.,
2017). The product's effectiveness and attractiveness encourage the customers towards the
purchasing company's products. They will be attracted by the product quality, packaging, name,
support and design. The customer's buying behaviours is totally influenced by their purchasing
experiences. The company needs to ensure about the customer's desire and expectation about
products.
5. Price Element of the marketing mix
Price is the another most effective mix of the marketing that directly affect the customer
perception. In hair care products customers are very conscious and concern about the product
outcomes (RowleyE., 2017). So for Fifth Estate Co marketing mix company should make this
product with high quality ingredients by fixing the high prices tag. High price always showing
brand quality and premium quality services. In order to promote this product company should have
to try or adopt premium price strategy instead of cheap pricing strategies. Otherwise,low prices has
always set for cheap or low quality products. Besides, that prices are the foremost element in
marketing mix which can help to attract buyers towards the product or services and gain the high
advantage results and making the things more influencing and long lasting in different manner.
Also, premium prices represent the company premium image in front of the other marketers.
6. Place/Distribution element of marketing mix
Place/Distribution is the another significant element under which customers get the final
product or services. Place relate the location where buyer exchange the goods and services in the
consideration of particular amount (Fan, Lau and Zhao., 2015). In present time, companies major
deals through online sites. Also they tried to make the the things more influencing and more
energetic mind of way. Place of selling product is online. This is the best option for the customers to
buy a product from anywhere and from anytime. E-commerce is the most significant platform
where the national or international buyers interact with the multiple brands and also they tried to get
the the things more frequent and in speedy manner. Besides, that it tries to form a result more far
and also provides the fast services. So the place of distribution also might be play a very important
role in marketing mix to get the customer attraction.
7. Integration of marketing theory by discussing the function of the promotion element of marketing
mix
Promotional element and function is not an individual activity as it is a combination of
several activities and methods of communication which are being used by the company to attract

wider range of customers. The activity and process of influencing people and introducing them
about the company's products is called promotion. Marketing mix has mainly 7 elements in which
promotional element plays a vital role because it is responsible for increasing sales of the company.
Integrated marketing is an approach that try to create a seamless experience for customers to
interact with the company (Stead and Hastings., 2018). For providing health care services to people
in an effective manner. Some roles and functions of promotion give several benefits such as it
provides appropriate informations, build sales, increase brand awareness and increase customers
traffic as well. For making this element more successful, it is important for the company to select
the right tool as promotional strategies.
CONCLUSION
From the above study it has been summarized that marketing mix and its all elements played
a vital role for increasing sales and attracting customers. Further, this study has also shown
increasing importance of segmentation and positioning by which company know that who is their
potential customers and their position in the market as well.

REFERENCES
Books and journal
Sinapuelas, I. C. S., Wang, H. M. D. and Bohlmann, J.D., 2015. The interplay of innovation, brand,
and marketing mix variables in line extensions. Journal of the Academy of Marketing Science.
43(5). pp.558-573.
Thieu, B. T. and et.al., 2017. Linkages between Marketing Mix Components and Customer
Satisfaction: An analysis on Google in Hanoi, Vietnam. Journal of Economics & Business
Research. 23(1).
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Rowley, J. E., 2017. Information marketing. Routledge.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right.
In Social Marketing(pp. 29-43). Psychology Press.