Digital Marketing Strategy for Wonditioner Hair Mask (Soap & Glory)

Desklib provides past papers and solved assignments. This presentation analyzes Wonditioner's marketing strategy.

BUSINESS PRINCIPLES OF MARKETING AND
COMMUNICATIONS IN A DIGITAL WORLD

Table of Contents
• Slide 3- Introduction
• Slide 4- Product
• Slide 5- Consumer Need
• Slide 6- Company
• Slide 7- Distribution
• Slide 8- Price
• Slide 9- Marketing Communication
• Slide 10-11 Recommended marketing mix
• Slide 12- Conclusion
• Slide 13- Reference List

Introduction
• Digital marketing is a wider term under which services,
products and brands can be promoted by using digital tools.
• This assignment will be based on Wonditioner, which is an
existing product of Soap and Glory, a UK based Beauty and
Personal Care Company.

Product
• Wonditioner is a hair mask developed by Soap and Glory .
• The product is mainly designed for women.
• It comes with a scented fragment and is enriched with cocoa
butter, argan oil and mineral-rich clay that can aid in
nourishing and retaining hair on the scalp.

Customer Need
• Women around the world are upset about the issue of hair loss
and merely using a hair-washing product is not meeting their
needs.
• They want a more evolved hair product that will make their
appearance attractive.

Company
• Soap and Glory is a UK based Beauty and Personal Care
Company focusing on designing products to meet the
increasing demands of women.
• Wonditioner is a Paraben and Sulphate Free product and
therefore, the company has competitive advantage over the
products of other companies.

Distribution
• Nowadays customers prefer to buy products from online sites
rather than by visiting a store.
• However, a certain segment of customers also likes to visit
various storefront locations.

Price
• The price of a product should be developed in such a way that
it becomes affordable for the targeted segment of the
population.
• Women, in general, like to spend on beauty products that are
chemical free and healthy for their hair or body.
• At present, the price of Wonditioner is £ 9 per 300 ml.

Marketing Communications
• In order to sell a new product like Wonditioner, it is essential
to develop a catchy promotional plan.
• It has been observed that women in general get naturally
fascinated to offers that seems enticing to them

Recommended Marketing Mix
• Product- Wonditioner is a brand new hair mask designed for
young/middle aged women. It can be easily used to wash hair
and it can help in revitalising the hair of the scalp .
• Price- Wonditioner will be sold at £8 per 300 ml, as it will be
affordable for everyone.
• Promotion- The product will be sold by offering seasonal
discounts and focus will be given on advertisements via social
networking sites.

Contd.
• Physical evidence- Wonditioner will be made available in
storefront locations across UK and the product will have a
wider online presence to attract the online community.
• People- Mostly young and middle aged women who are
worried about scalp hair loss and appearance will be targeted.
• Process- While selling Wonditioner, more sales staff will be
involved during conversion.
• Place- This product will have online presence apart and the
option of service delivery will be available to attract
customers.

Conclusion
• It can be concluded that Soap and Glory has the scope of
increasing its market share by modifying Wonditioner.
• The product has the potential to gain popularity from young
and middle aged women in UK as observed after conducting
the marketing mix.