Sisley Paris Hair Rituel: Marketing Analysis of a New Product

This report provides a detailed analysis of the marketing activities for a new hair care product, specifically focusing on Sisley Paris's Hair Rituel. The report begins with a description of the product, highlighting its natural ingredients and global approach to hair care. It then delves into an analysis of the UK market, utilizing PESTLE analysis to assess political, economic, social, technological, legal, and environmental factors. The market analysis also covers the competitive landscape and emerging trends in the UK hair care market. Furthermore, the report outlines a marketing strategy including segmentation, targeting, and positioning, along with the marketing mix (product, price, place, promotion). The report emphasizes the importance of understanding consumer preferences and leveraging technology for effective marketing and distribution. Finally, the report analyzes the marketing mix for the new hair care product.

Describe and analyse marketing
activities of a New hair care product

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Description of the new product....................................................................................................1
Analysis of the market for this product.......................................................................................1
Strategy for the segmentation, targeting and positioning of the product.....................................3
Marketing Mix for this product...................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In this modern era people are know very conscious towards their health and prefer to
make sure that appropriate care is carried for themselves. As per the increasing need in this
aspects, there are many companies that regularly innovate so that people can be satisfied and this
is done by focusing on products that can make them protected (Yeon Kim and Chung, 2011).
Main focus of this assignment is made on Sisley Paris which has developed a new product for
hair named Hair Rituel. This report covers description of the new product. Further, it covers the
analysis of the market for this product. Lastly, it also covers the marketing mix for this product.
Description of the new product
The product is focused on natural way that was applied by early years. This type of
method is applied in this method so that people are able to develop trust for the same. In earlier
years people used to wash their hair with egg (Braun, Just and Hauser, 2014). This concept was
used in which the product includes egg to be the main ingredient for developing the product.
Sisley is well known for the use of its plant based skin care. The hair product consists of
restorative ceramides, nourishing oils and fortifying peptides. This is a global approach to hair
care. Two of the components of the hair that is hair bulb (living part) and fair hair fibre (visible
part). Further, it is formulated with powerful concentration of botanical extracts and vitamins,
proteins, minerals and essential oils. All these ingredients are helpful enough to energise the hair
bulb and for restructure the hair fibre. Einkorn wheat and Linseed extracts for the protection of
hair‘s natural colour and natural Alpha Bisabolol to soothe the scalp. It is important for the user
to apply the product for 30 minutes and the change can be seen next day (Cooper, Kronstrand
and Kintz, 2012). In other words, next day hair will become stronger, shine and denser with
vitality as if regenerated.
Analysis of the market for this product
Taste and preference of people changes on frequent basis and it is important for the firm
to understand the requirements of individuals and steps are taken that enables to satisfy them.
The market in which this product is to be established is at UK. As per the findings that are
identified from Mintel, it can be stated that growth of the women hair care market have driven
with continues focus on caring needs (Draelos, 2015). The rate of competition is high but with
the brand name of Sisley, it will be able to develop a strong market with its new product. There
are various models that can be applied and these will be effective enough to consider the steps
1

that can be taken through which the goals that have to be achieved can be attained. Main focus of
the business determined is to establish market for Hair Rituel as it will be helpful enough to
establish the market in appropriate manner. For this respect, below given is the PESTLE analysis
done (Parlett, Calafat and Swan, 2013). This tool is used as it enables to provide effective
information in relation with the environment and the also provide information related to whether
developing the market will enable to attain the set goals or not. Below given is the PESTLE
analysis done for the market of UK:
Political: Measures are taken by the government in order to address the deteriorating
economy. It consists of both fiscal and monitory policies. The rates of taxes are raise from 45%
to 50%. Due to this, the prices for the products have raised. In this context, it can be stated that
the rate of sales after make their product for hair care will not deliver appropriate about of sale.
The reason of this is the increased tax rates (Romero-Franco, Hernández-Ramírez and López-
Carrillo, 2011). A product that is willing to establish its market will not have proper benefit as
the rate of growth that the firm gets will be low due to high taxes.
Economic: During the year 2000-2006 was robust and in the year 2000 it had the highest
growth rate. Then in 2008, economic deceleration began. The contribution that they get from the
side of care and support is increasing tremendously. People of UK are more conscious regarding
their health. With this respect, the income rate of the individuals is high and so it will be
effective enough to make sure that the rate of purchases make will be high as per this factor. The
rate of inflation is low and this way the product will be able to cover huge market. However, this
is only possible when the types of services that are delivered to them are able to meet the
requirements.
Social: On regular basis that taste and preference of people changes. It is important for
the business to understand them and proper steps are taken so that the rate of satisfaction level
can be raised (Rosen and Kunjappu, 2012). As per the preferences that are identified of the
people of UK, it is identified that individuals are make use of new products so as per the benefits
that they will be from it. Apart from this, people are highly health conscious and so that they
make use of new products so that they can make themselves attractive.
Technology: There is different type of changes that has taken place in relation with the
technology. When talking about earlier years, people used to visit stores so that make purchases
can be made. However, with advancement in technology there are uses of online platform
2

developed in which customers are able to make purchases. In this context, it can be stated that by
making the products to be reached with the help of online sources. Apart from this, there are
involvements of making promotion for hair care product (Lu, Yuan and Kannan, 2011). With
this respect, it can be stated that use of these technology should be done so that the rate of sales
can be done. Further, there are many social media that are used in UK and so that it can be used
as the platform to promote the product.
Legal: Support from the side of government is high in order to make the product establish
in the market. There are many way, that can be applied by the business so that they are able to
develop their business and deliver the products in appropriate manner. Use of these legislation is
important for the business to be considered in order to develop positive perception within the
mind of people.
Environment: The environment of the UK is also favourable for the business to raise the
sales and profitability (Biesterbos, Dudzina and Roeleveld, 2013). From the overcome analysis
made, it can be stated that to establishing the market of Hair Rituel can be done in effective
manner as all the factors that are determined are in favourable condition.
Market analysis of UK:
With the increase in pollution and heat or dust there are many problems which is related
to hair and this is increasing trend of hair oil that will be important for customers of UK. There is
also decreasing trend of going to parlour or salon for hair care and treatment as with increasing
trend of easy DIY hair packs and relaxant available in market. The market leader of hair oil of
UK market includes that of Proctor and Gamble UK Ltd which is having highest market share,
L’Oreal and Unileaver etc. within this sector men hair care is also emerging as new trend with
high growth sector as men are becoming more aware and conscious of representing themselves
into market. There are many DIY hair care which are present into market that is beneficial for
hair and having natural ingredients with picking organic product. So this is the main opportunity
as customers are attracted towards selecting organic ingredients that is increasing awareness
towards effect of chemical on health of hair.
Strategy for the segmentation, targeting and positioning of the product
In order to make the products establish in a particular market, it is important to make sure
that appropriate steps are taken in which segmentation, targeting and positioning is covered.
When these aspects are covered, then it becomes favourable enough to make sure appropriate
3

strategies are applied by the business. In order to do so, it requires to conduct market research
(Liu and Wong, 2013). When this is done, then management of the firm is able to develop
strategies that can help to raise the sales and profitability. Below given are the aspects that are
covered:
Segmentation: This is the process that is helpful enough to identify customers. There are
different types of segmentations that can be made, which are demographic, psychographics, etc.
Among all these, the main focus on the people will be done on demographic aspects. This is
dependent on the salary basis. The hair care product will be delivered in different price with
diverse quantity. There are different type of type of groups that has to be focused and it requires
to aim at the need of people and from the analysis made, it is identified that the preferences of
people towards their care and support of high and so it will be focused on teenagers more
(Wright, Gathers and Joseph, 2011). This is the group that mainly make use of care products.
With the help of segmentation, it enables to the business to make determine the preference of
people and in setting up their goals and objectives in effective manner. The company need to
produce and sell hair products the segment of market will be that of men and women as the
segmentation is done with demographic bases. There is increasing population of innovation,
homemade DIY, chemical filled and organic and also increasing aging population who are
driving the market of hair colorants.
Targeting: This is determined to be the market in which company is willing to sell their
products. When the selection of this is done properly, then the set goals for establishing the
product can be attained. The groups of people who are selected as target enables to select the
most appropriate tools that can be applied for promotion (Romero-Franco, Hernández-Ramírez
and López-Carrillo, 2011). There are different type of considerations included which are pricing,
distribution and promotion. As per the product that has to be covered, it includes making use of
social media in which information about the product will be delivered. Further, it also includes
distribution of the products so that it can be made available to the customers. In accordance with
the price, it will be kept low at the initial stage so that many number of people make purchases.
Positioning: Position of the product is based on the elements that make the product
differentiate. In order to make the product establish within the mind of customers can be done by
making use of this strategy of differentiation. When customers get to know difference in the
product, then it prefer to make use of the product or at least try it (Parlett, Calafat and Swan,
4

2013). When they make use and are able get satisfied with it, then it is favourable enough for the
business to raise their sales and profitability. Apart from making differentiation through it
qualities, it can also focus on the price of the way of promotion. However, in all these aspects it
is important to have support from the side of key employees who deliver information to them.
Marketing Mix for this product
Marketing mix is determined to be the combination of factors that are helpful for the firm
to control and to influence people to make purchase for the product. In this context, there are
different elements that are covered in this model. All these help to make sure that suitable reach
developing proper understanding for the business can be done. As per the Hair Rituel, below
given are the marketing mixes:
Products: Sisley delivers many different type of products that consists of cosmetics,
shampoo, hair care, etc. All these are helpful enough to attract more and more people. In
accordance with the new product that is hair Rituel is helpful enough to provide care to the hair
and to make it as if it is regenerated. The product is developed in considering the requirement
and needs of people so that they are able to develop an effective impact on meeting on
customer’s satisfaction level. The findings also focus on the changes that are taking place in
environment (Draelos, 2015). The rate of pollution has raised and this is negatively affecting the
growth of hair. However, the cited products are helpful enough to consider the growth and
development that take place in relation with changing environment. When this product will be
established in the market, the focus will be made of introduce all the other products that are
developed by Sisley.
Price: There are different types of pricing strategies that are included. However, it is
important to consider the most suitable strategies that will be helpful enough to develop strong
customers. There are certain set of expectations that people have before purchase decisions are
made. In this context, it includes price, quality, quantity, etc. (Cooper, Kronstrand and Kintz,
2012). Among these, it can be stated that when the rate of price is high, there will be people who
may not prefer to make purchases. The understanding of people towards the services that are
delivered by Sisley is low. It includes pricing strategies like economic, skimming, market
penetration, etc. Among all these, for this product, market penetration is used. In accordance
with this product, at the initial stage price of the product will be kept low and when people get to
5

know about the product, then price will be raised. This way, it will be effective enough to make
sure that strong customers can be developed who will make use of the product.
Place: It is important to select the most appropriate places so that product can be
introduced. When the selection of this is not done, then it can cause serious losses. Within UK
there are many areas were the products can be sold. With this respect, London will be selected as
the first place and when the market for this areas is covered, then slowly other nearby areas will
also be focused on (Braun, Just and Hauser, 2014). Apart from this, there are many sources that
can be used with the help of which the product can be distributed to people. In this context, it
includes making use of online sources. This is an effective platform that enables to provide
customers with the opportunity make purchases for the products. Use of online platform will be
used so that the products can be delivered to customers. This way people who are at any area can
make purchases of the products.
Promotion: Various type of strategies is required to be implemented so that promotion of
the products can be done. These are done so that people get to know about the benefits that they
will get by making purchases decision of the products. In order to promote the product of hare
care, strategies related with discount offers and free gifts will be used (Yeon Kim and Chung,
2011). With these strategies, it enables to attract more people and to make them use of the
products. Apart from this, use of social media, newspaper, radio, etc. will be done so that people
who make use of these sources get to know about the same and taken purchase decisions.
Further, social media is one of the most effective sources as it helps to direct interaction with
customers. When any types of issues are faced, then steps can be taken to overcome them.
Place: the hair oil will be available at various places like at hair salons, retail and
wholesale shop and also through online sales channels.
Process: As it was included that organic and natural ingredients will be mixed up within
the hair oil so the process of producing and manufacturing this will also is very good and clear.
The availability of product at various suppliers and wholesalers is required very much
People: All the staff members and salesmen need to be aware of benefits arriving from
this product so that they could be explaining it to other customers and clients as well.
CONCLUSION
From the report, it can be concluded that people are proper research needs to be carried
out so that the opportunities that prevail in the market can be identified. From the findings,
6

appropriate steps should be taken so that most suitable product is identified. When these are
done, then it requires to have support from the side of employees who will put on their full
efforts through which the goals and objectives that has to be attained can be covered. Further,
proper targeting should be done so that strategies can be developed to attract customers.
7

REFERENCES
Books and Journals
Biesterbos, J. W., Dudzina, T. and Roeleveld, N., 2013. Usage patterns of personal care
products: important factors for exposure assessment. Food and chemical toxicology, 55,
pp.8-17.
Braun, J. M., Just, A. C. and Hauser, R., 2014. Personal care product use and urinary phthalate
metabolite and paraben concentrations during pregnancy among women from a fertility
clinic. Journal of Exposure Science and Environmental Epidemiology, 24(5), p.459.
Cooper, G. A., Kronstrand, R. and Kintz, P., 2012. Society of Hair Testing guidelines for drug
testing in hair. Forensic Science International, 218(1-3), pp.20-24.
Draelos, Z. D. ed., 2015. Cosmetic dermatology: products and procedures. John Wiley & Sons.
Liu, J. L. and Wong, M. H., 2013. Pharmaceuticals and personal care products (PPCPs): a review
on environmental contamination in China. Environment international, 59, pp.208-224.
Lu, Y., Yuan, T. and Kannan, K., 2011. Concentrations and assessment of exposure to siloxanes
and synthetic musks in personal care products from China. Environmental pollution,
159(12), pp.3522-3528.
Parlett, L. E., Calafat, A. M. and Swan, S. H., 2013. Women’s exposure to phthalates in relation
to use of personal care products. Journal of Exposure Science and Environmental
Epidemiology, 23(2), p.197.
Romero-Franco, M., Hernández-Ramírez, R. U. and López-Carrillo, L., 2011. Personal care
product use and urinary levels of phthalate metabolites in Mexican women. Environment
international, 37(5), pp.867-871.
Rosen, M. J. and Kunjappu, J.T., 2012. Surfactants and interfacial phenomena. John Wiley &
Sons.
Wright, D. R., Gathers, R. and Joseph, C.L., 2011. Hair care practices and their association with
scalp and hair disorders in African American girls. Journal of the American Academy of
Dermatology, 64(2), pp.253-262.
Yeon Kim, H. and Chung, J. E., 2011. Consumer purchase intention for organic personal care
products. Journal of consumer Marketing, 28(1), pp.40-47.
8

9