BUS020C416H: Marketing Report on Natural Flip Shampoo Product Launch

This report analyzes the marketing strategy for the "Natural Flip" shampoo, a new product in the hair care market. The introduction highlights the shift towards natural ingredients and the product's focus on customized solutions for specific hair problems. The report includes a market analysis, identifying key trends like the demand for herbal and organic products, and competitor analysis. It outlines the STP (Segmentation, Targeting, and Positioning) strategy, targeting professional youth, young females, and working women. The marketing mix is discussed, emphasizing the product's customization, price skimming strategy, and promotional plan utilizing the AIDA model. The report concludes with a summary of the key findings and recommendations for the successful launch and marketing of the Natural Flip shampoo.

Marketing
management

Table of Contents
INTRODUCTION...........................................................................................................................3
Product/service description..............................................................................................................3
Brief description of new product ..........................................................................................3
Outlining Market Analysis..............................................................................................................5
Include a brief analysis of the market.....................................................................................5
Key market trends...................................................................................................................5
Who are the key competitors and how are they positioned....................................................5
Summarise the present customer behaviours in this market..................................................6
Identify the main issues / opportunities you think are relevant..............................................6
Segmentation, targeting and positioning .........................................................................................6
Strategy for STP of the new product......................................................................................6
Recommended Marketing Mix........................................................................................................9
Marketing mix of the product.................................................................................................9
CONCLUSION..............................................................................................................................12
REFERNCES.................................................................................................................................13

INTRODUCTION
External market is changing very fast and it is affected by the changing demands &
expectations of consumers who are part of this market. Presently, it can be said that there is a
consumer trend that is shifting towards use of chemical free products free products in the
cosmetic range so that there can be focus on use of natural ingredient to minimize the negative
impact of chemicals. There is launching of new shampoo in the hair care range of London named
as “Natural flip”. It is completely produced with the use of natural ingredients extracted oil i.e.
Flowers, fruits & plants so that specific hair problems of each consumer can be solved (Decker
and Stummer, 2017). There is discussion of the product with its market analysis & various
market trends that are posing a impact on attitude and behaviour of consumers. There is also STP
analysis and marketing mix of product with a detailed marketing analysis.
Product/service description
Brief description of new product
The new product “Natural flip” shampoo is a brand that is based on high customisation .
In this there will be a use of natural ingredients to solve some specific hair problems of
customers. This product will be launched initially on various e-commerce websites. According to
the customer response there will be future expansion plans. Target customers will be approached
with the help of a questionnaire that will be filled based on analysing the type of hair and the
problems that they are facing. So that a proper solution according to their hair type & hair
troubles can be formed. According to this requirement further customised shampoo will be
prepared and then product will be send to the customer. Majorly there are four ingredients that
will be used in all the shampoo such as onion for solving hair-fall issues, alovera for the purpose
of controlling dryness & frizz, olive oil for providing volume & shine to hair. . All these four
important ingredients will be very helpful in solving all the hair issues that are being faced by
prospective customers ( Market Scenario, 2020).
Product life cycle is used for the purpose of developing a detailed understanding of the various
stages of a particular product. In the present scenario the product is at the introduction stage
where it is launched in the market for first time.

Outlining Market Analysis
Include a brief analysis of the market
Hair care industry, is developing very fast because of the increasing number of issues
and problems that are being faced by consumer today because of changing weather conditions
(Lindgreen and Di Benedetto, 2018). There is a shift of people habits towards negligence in
eating habits and not remaining hydrated that is also a major reason for many hair related
problems. All these troubles will be understood in detail for each customers and according to it
product will be developed.
The global herbal skincare product market is showing a projected growth by having a
excepted growth rate of 5.6% from the year 2019-2024 and it can also reach to market value 2.31
billion by end of year 2024.
Key market trends
Consumers in London are basically looking for some alternative ways that can be used
for dealing with seasonal hair problems like rainfall results into humid climate and create
problems of frizziness & high amount of dryness of scalp that further leads to many problems
like itching, dandruff etc. Recently a study was made in medical journal and its results clearly
indicated that there is need of some organic & herbal solution to deal with hair related problems
Il
lustration 1: "Natural flip" belongs to the introduction stage of PLC

of people. The trend of using organic products will be very helpful for Natural flip shampoo in
order to attract customers and making customised products.
Who are the key competitors and how are they positioned
There are many existing competitors who might offer a very high competition to the new
hair care brand that is “natural flip” shampoo in its initial stages. These brands include Inky list
that are providing ultra effective skincare products at reasonable prices. Another competitors is a
new hair care brand by Dizziak that is dealing in finding something that can deeply condition the
hair with different textures and use of naturally nourish oils. There is also another very popular
brand that is Hrebfarmacy. It develop products for solving all the hair related problems and has
attained a very effective position in their target market by winning the best natural beauty awards
in the year 2019 (Hackley, Hackley, and Bassiouni, 2018).
Summarise the present customer behaviours in this market
Increase in living standard of consumers and rise of e commerce industry is leading to a
scenario of herbal cosmetics. Many natural ingredients like jojoba oil, coconut oil, olive oil,
sunflower oil are used as anti oxidant rich ingredients for manufacturing of herbal hair care
range. These are having less side effects and are also going to benefit a person in long run. Thge
basoc concept of this brand is based on the consumers having a belief that these herbal
ingredients will solve their problems in long run.
Identify the main issues / opportunities you think are relevant
The main issue that can be a barrier is the increasing number of private labels and
counterfeit products that is likely to hinder the scenario of the herbal skincare products. It is also
going to affect the market growth for skincare products on the coming future period of time.
Natural flip shampoo is a new brand other existing brands already posses a large share of market
that can lead to high threat as existing customers might not switch their choices. For this there
will be a need of some extensive marketing techniques in order to make consumers try the new
brand.
Segmentation, targeting and positioning
Strategy for STP of the new product
The new herbal shampoo product that is to be launch is needed to have an effective
marketing strategy so that it can gain success in market (Chang, McAleer, and Wong, 2018).

Segmentation, Targetting & positioning is defined as a modern marketing tool that help a
product to be properly placed within the market. The STP of Natural flips that is a new organic
shampoo is given below:
Segmentation:
It is defined as grouping of the potential consumers who can buy the particular product. It
determines that segmentation is done according to the criteria of geographic and demographics .
Illustration 2: STP strategies of a product

(Quelch, 2017). The new Natural flip shampoo has to segment their target market so that they
are bale to understand the requirements & needs of customer at marketplace.
It is determined that the overall market is required to be breakdown on different basis
such as age, gender, marital status, profession, ethnicity and many more (Kotler, 2019). The
new product that is Natural flips segment its market and aims at professional youth, young
females and working women as well. For Natural flips, interviews or customer data is used in
order to identify the behaviour of customers. The segmentation of Natural flips organic shampoo
is:
 Religion: All
 Income: Middle class people
 Age: Mostly young female girls or women
 occupation: Professional women and House-wives
Targeting:
This step take place after the segmentation and is based on various factors that is
competitors, customer wants, market segment, market trends and many more. Target segment of
market that is based on the segmentation of market and it is mostly females as they are ones who
are dealing with serious hair issues in Present scenario. Targeting is type of advertiser that is
used for directing the audiences based on some shared traits that the advertiser may be using for
promotion of their products. There will be use of online mediums in order to promote the
products as there is only e commerce website that has been adopted as a medium of approaching
customers by Natural flip. It is important for the new product to enter into those market where
the demand is high and the cost of production is easily covered in an effective manner (asquier,
and Villeneuve, 2017). The target market of new product “Natural flips” can be:
 Middle class family
 Teenagers
 House wives
 working women
Positioning:
It is defined as putting a positive image in the mind of customers towards the brand in an
appropriate manner (Visconti,, Peñaloza. and Toulouse, 2020). This component is consider as
one of the essential element in this whole process as the overall sales as well as brand image of

product is depended on how the product is positioned in marketplace. The Natural flip shampoo
is a organic shampoo that aims is to provide customised products to people according to their
specific problems. This shampoo satisfy the requirements of people if they get product according
to their hairs that is oily, dry and so on. One of the unique aspect is the customization option that
is offered to target customers (Adams, Freitas, and Fontana, , 2019). These unique feature will
help this product to develop a unique image in market and attract more number of people
towards brand. In addition to this, positioning strategy of new Natural flip organic shampoo is:
 It offer various benefits to people such as reducing of hair breakage, remove dandruff,
softens hair, healthy and long hair and so on.
 In order to position the product, it can make use of digital platform or social media
applications such as Facebook, Instagram, YouTube and so on. Acquisition of such tools
help product to reach large number of people within the short span of time and increase
their customer base in an effective manner.
 Moreover, promotions on TV, radio is also works in order to position the product in a
positive manner at marketplace.
Recommended Marketing Mix
Marketing mix of the product
There is a need of developing a promotional plan that consist of different elements and important
to achieve desired objectives:
Ill
ustration 3: Marketing mix strategies

Products: In the present case it can be said that “Natural flip” is a complete innovative
product as it will offer high customisation to their customers by making use of a customisation
technique. it denotes that there is use of a strategy that is offering a different experience to its
customer in terms of providing them a complete solution to all their specific hair care problems.
The major Strategy of the product is that each individual is having a different hair type &
problems and a common solution cannot be used for the purpose of solving their issues ( Herbal
Cosmetics Market - Global Industry Analysis, Size Share, Growth, Trends, and Forecast 2018 –
2026, 2020).
Price: There will be use of a price skimming strategy for “Natural Flip” as the product is
made on high customisation according to needs customer that requires detail understanding of
their individual issues and problems. So, because of high amount of time investment on each
customer, prices will also be kept high in initial stages. But there will be some attractive
launching offers an discount will be offered to attract customers and at least try once the product
(Keegan, 2017).
Promotion: This will be the most important part of every new product that is being
launched in the market.
There will be use of AIDA model that will help in understanding the level through which
product can be promoted among customers. Such as there will be increased Attention by
attracting the customers by offering them free sample of product for one time use. After one time
use there can be Generation of interest in the product for its further usage. There will be a

Desire created for making re purchase of product because of its exception quality and further
Action will be in terms of increase in product sales.
The reason is that “natural flip” is a completely new brand and there is a need to increase
its awareness by use of some attractive strategies but with limited investment as, there are limited
financial resources in the initial stages of this organisation (Deepak and Jeyakumar, 2019). So
the product will launched with a campaign to attract young females on social media application
like Facebook and Instagram where they will be asked to share their hair problems and a free
sample will be provide for one time use to them according to their specific issues, it will help
them in at least trying out the product once and if 10% of the women also revert back and feel a
difference then it is going to be very beneficial in making people aware of the innovative brand.
This will be the major Strategy that will help in attracting large number of customers in the
launching stage of Natural Flip. This particular Strategy of digital media is very helpful as being
cost effective and will help in approaching large segment of customers at a particular time
period.
Place: In this initial stages the product will only be launched with help of e commerce
website on online platforms. After understanding the customer response and according to success
or failure of product there will be ist availability on retail outlets.
Process: The process of “Natural flip” is based on a technique that as soon as customer
survey will be received, the team will start processing on the ingredients of the product. There is
building up of a effective system of supply chain management that is going to help in delivering
the product as early as possible to the customers.
Physical evidence: In the initial time period the physical evidence of product will be only
on online mediums and there will be no offline availability because of the type & nature of
product that is high customisation technique (Hollensen, 2019).
People: The main target segment of customers for “Natural flip” is the females especially
in the age group between 18-30 who are dealing with serious hair issues in the present times.
There is a belief that natural remedies are most effective that is the core value in which this
particular brand is based on. Though it require lots of time for natural remedies to show their
effect for a particular problems but they help in providing a permanent & a long term solution
specially in cosmetic ranges.

Above discussed is the marketing mix analysis of “Natural flip” it will be very helpful in
formation of a effective strategies. Specially in the introduction phase of this brand this analysis
will help in attracting more customers and enhancing the brand awareness.
CONCLUSION
As per above mentioned points it can be conclude that marketing is one the most crucial
activities for a new product that is being launched by a organisation. It is very helpful in making
people aware of the product and enhance its sales in the initial stages as soon as the product is
offered in the market. There are many different aspects that are part of marketing management
like STP analysis, marketing mix analysis that can be very helpful in determination of suitable
strategies according to requirement of products and the type of customer segment. With the
changing time the customer needs and expectation are also changing very fats these have to be
analysed and understood in detail so that appropriate product strategies can be formed.

REFERNCES
Books & Journal
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Reic, I., 2016. Events marketing management: A consumer perspective. Taylor & Francis.
Visconti, L.M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
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Online
Herbal Cosmetics Market - Global Industry Analysis, Size Share, Growth, Trends, and Forecast
2018 – 2026, 2020 [online]. Available
through<https://www.transparencymarketresearch.com/herbal-cosmetics-market.html>
Market Scenario, 2020 [online]. Available
through<https://www.marketresearchfuture.com/reports/herbal-skincare-products-market-3792>