Introduction:
This case revolves around Mr. Suresh Venkataraman, a successful marketer of industrial products in the city of Coimbatore in South India. He got an idea of getting into consumer care products business more specifically into shampoo products market. He got attracted by the innovation of small packaging like sachets. He also got astonished that why brands does not have easy names. He knew that there is a huge potential of sales for consumer products like shampoo in the rural areas of country.
All these aspirations led him to launch a product which he named as “Super Shampoo”. He chooses this name because it’s easy to take; it has English tone and also associated with films. Despite of his experience and product name there were certain issues and questions that he had to address, such as competing established brands in the market, choosing effective marketing communications. So he decided to conduct a market survey in the rural areas to judge the marketing communication and its effectiveness on consumer.
Major Issues:
Super shampoo is a new brand in the market so it could have to face some challenges before it positions itself successfully in the rural market. Some of the major issues are:
• Competition from the established brands of shampoos
• Competing against the bombardment of advertising of established brands
• Understanding various cultures
• Understanding consumer psyche in the changing environment
• Management of marketing mix elements
• Low per capita income
• Sales management
• Proper media channel
• Liberalization and globalization
• Attitude and behavioral study of consumer
• Consumer lifestyle study
All these issues need to be addressed in an efficient manner so that super shampoo can make its mark in the...
... middle of paper ...
...n:
Strong distribution network should be made in order to ensure accessibility of the product. Various factors should also be kept in mind while designing a distribution strategy which includes the shelf life of the product, its characteristics and location of the store where the product is available. Strong relations with retailer are to be made because as discussed earlier retailer is the one who influences the buying decisions the most.
Promotion:
TV, Radio, print media and cinema are not so popular in rural markets therefore new and innovative techniques of promotion have to be adopted. In order to promote the product in rural areas, it is recommended that the product should be promoted in traditional events, haats, melas and mandis. Also leaflets in various local languages can be printed and distributed in the villages that describe the benefits of the product.
Throughout the decades, women’s fashion has evolved many times, each time creating a fashion stamp unique to that particular decade. One thing has remained the same and managed to remain a part of every era: hairspray. It is a cosmetic product that is meant to hold hair in its place. A lot of products we use today are may have unseen consequences to daily usage. A product I use almost daily is hairspray. I always knew hairspray was bad for the environment because of the aerosol that was in them would break down the ozone layer, so I began to look at a specific hairspray that I use just about every morning and night, Sebastian Shaper Hairspray, Regular, Styling Mist for Hold & Control. This specific Sebastian Hairspray product is not only bad for the environment; it is also bad for humans and animals.
...urselfers. The distribution strategy identifies the major channels through which the product will delivered and pushed through to the consumers.
“The Shampoo” by Elizabeth Bishop was written near the beginning of Bishop’s residence in Brazil and is a direct homage to her lover Lota. Bishop uses the mundane act of washing a loved one’s hair as the basis for a brilliant meditation on the nature and progression of time. In “The Shampoo” Elizabeth Bishop uses imagery, metaphor, and diction to compare the gradual movements in nature over time with the process of aging. Bishop draws a contrast between the process of aging and the timeless relationship she has with her partner.
“The Shampoo” by Elizabeth Bishop was written near the beginning of Bishop’s residence in Brazil and is a direct homage to her lover Lota. Even though Lota is not directly addressed in the poem, an earlier draft of the poem reveals a connection to her longtime lover. Bishop uses the mundane act of washing a loved one’s hair as the basis for a brilliant meditation on the nature and progression of time. In “The Shampoo” Elizabeth Bishop uses imagery of nature, metaphor of time, and deliberate diction to compare the gradual movements in nature over time with the process of aging. Bishop draws a contrast between the process of aging and the timeless relationship she has with
The media control all mass communication all over the world, its existence is integral to today’s twenty-four hour society. All media is highly influential, from on television to radio, newspapers to magazines, but especially the £19billion advertising industry. Although many people refuse to admit it we are easily manipulated into buying particular products subconsciously, a well-produced and marketed advert can increase sales revenue for any product. Schwarzkopf hair care & dyes is well known as an alternative to the mainstream hair companies. Hans Schwarzkopf whose first formula in 1903 was an instant hit with his female customers established Schwarzkopf in 1868. The water-soluble powder shampoo, “The Shampoo with the Black Head”, offered an easy-to-use and value-for-money alternative to the expensive oils and harsh soaps of the time. Since then the brand has continued to grow and is famous for providing striking colours for women with a more adventurous style at an affordable price.
Often, women walk down the beauty aisle of a grocery store and see all types of merchandise, but not many really know what is right for them. They see products that promise to rejuvenate dry, damaged hair, volumize limp, and flat hair, straighten curly hair, and regenerate thinning hair. With my hair being a kinky curly, when I was younger, I would ask my mother if we could buy relaxers and do them at home. She would give me the same answer every time, “This should only be performed by a professional if you do not want to ruin your hair.”
The Frito-Lay product distribution location strategy is to sell in grocery stores, convenience stores and gas stations. Frito-Lay’s distribution strategy is from manufacturer to retailer and from retailer to customer, thus the retailers offer the company a location to sell their products and allows for intensive distribution ("P7distributioncasestudy - Fritolay"). Frito-Lay products are sold in the snacks area. Frito-Lay aims local customers in the countries in which they distribute their packed
Money. Although many less-expensive options exist, some products can be quite pricey. However, even when closely focusing on a budget, most people do not eschew shampoo for monetary reasons.
Have you ever looked in the mirror and seen many white flakes in your hair? That is a sign you have trouble with dandruff. There have been many shampoos that have been created like Dove, Suave, and Pantene. Every shampoo brand has a different way of using ads to persuade buyers, but one shampoo who is made for men, guarantees greatness, and not dandruff is Head & shoulders. This advertisement is found in the Sports illustrated magazine. Head & shoulders advertisement effectively persuades its target audience to purchase their shampoo through the use of ethos, logos, and pathos.
By investing more in market research than any other company, conducting thousands of research studies and investing millions in consumer understanding every year, P&G has made a success out of articulating unspecified consumer wants and needs translating them into products. Not only is their a successful transition from idea to product, but P&G has also demonstrated global success in branding these products into household names with the logistics and distribution capabilities to translate it into meeting consumer and retailers needs satisfactorily. By translating these characteristics into continuously improving efficiency and productivity, P&G can give the best brand value to the Indian market by building relationships with consumers,businesses and retailers, making Oral B the toothbrush household name in India.
Rajagopal. "International Journal of Retail & Distribution Management." Emerald. Emerald Group Publishing Limited, 2011. Web. 21 Feb. 2014
and supplying shampoos, conditioners, oils, creams and lotions of only branded companies taking into consideration that guests are also very critical and choosy in these aspects. The modern trends in supplies in the bathrooms are:
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
It is time, at last, to speak the truth about toxic chemicals behind personal care and beauty products. The daily products of an average person consists of face wash, hand soap, shampoo, conditioner, floss, toothpaste, and deodorant. Surprisingly, all of these products listed contain toxic chemicals that are harmful to our body. If we use these products to maintain our hygiene, does that mean we are not clean without these products? For example, a common shampoo many people use is Head and Shoulders. However, do we know if the shampoo is cleaning our hair from beginning to end or is it damaging our hair? How often do you read the ingredients labeled on your personal care products and wonder if they are safe to use? More importantly, if you