The marketing principles are linked with the marketing ideas for the companies which can be used for an effective marketing strategy. These are the principles which build the product promotion strategies. This can be used for marketing promotion for powerful and effective promotion for the services and goods. The Head and shoulder is an American brand which offers anti-dandruff and non-dandruff shampoos brand. This company was introduced in US in the 1st of January, 1961, this is based on Manhattan. The L’Oreal elvive shampoo has been founded in the year 1909. These shampoos are made from the ingredients which are mild. The report will delve into the brand values and competitive positioning through target market. The report will shed light on the application of 4Ps of the Head & shoulder shampoo and L’Oreal Elvive shampoo.
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Target market
Head & shoulder shampoo
Demographic:
Age: The main target age is 18 above; this age group is more concerned about the hair. This is the main target of the brand to attract the group. The H&S first target is the middle aged make that are facing issues related to the scalp and dandruff.
Gender: The product can be used by the both gender male and female, this address the issues of the both gender related to the itchy scalp, dry hair, scalp ailments and dandruff. This is available for the different buyers according to their needs. The Head and shoulder shampoo is for everyone, no matter what is the age and gender or ethnicity.
Income: Everyone or any group of the income consumers can use the product because it is not much expensive. The men and women with the families in the low and mid income range.
Social class: The higher middle class consumer can use the product who are brand savvy, concerned with the health of hair and early adopters.
Family life cycle: Anyone families, married, single, young.
Level of education: Diverse education.
Lifestyle: The individual which are concerned about the hair and healthy scalp.
Other brand they like: The brand which is focused on the hair care.
TV Programs: shows for the lifestyle, events, daily soaps.
L’Oreal Elvive shampoo
Demographic
Age: The main targeted age group is adults with the age 20-50.
Gender: The main focus is females but also can be used by male.
Income: The income should be middle to upper class.
Social class: The upper middle class.
Level of education: Diversity in the educational backgrounds
Lifestyle: The people which are concerned about the fashion and hair.
Family life cycle: This can be families, married, singles and young age.
Other brands they like: The hair care and cosmetic brands (Reguffe 2019).
Tv Programs: Shows related to the lifestyle, fashion and TV serials.
The Brands are different from each other in the all factors but products are getting in use for the same purpose. The targeted age is different from each brand. The price range is different which influence the income factor.
Product/ Brand
Head and shoulder shampoo
By making use of the Leavitt, the head and shoulder is the leading brand in the hair and care and make shampoo and conditioner. The Head and shoulder begin with the Gamble and proctor spending 10 years for understand about the magic formula to resolve the issue about the dandruff. Head and shoulder has been gained the trust of the consumers by offering the quality of product. The packaging is the clean and sustainable friendly and the shampoo comes with the variety of colour shades such as blue, white, pale green, peach, teal. The colour of bottle is white with the blue packaging. The product resolves the issue about the dandruff, the framework of the H&D is aligning with the Aaker’s framework for the more reliability. The follow the excited and competency type for the hair care.
L’Oreal Elvive Shampoo
The brand is aligning with the Elvive model, the packaging of the shampoo is with the different colour with the luxurious bottle. The main focus for the product is focusing on the luxurious packaging with the brand value. The product emphasis on the healthy hair and self-expressions of the brand (Guzmán, 2022). This is aligning with the Aaker’s framework for brand reflection, sincerity, sophistication and excitement.
Price
Head and shoulder shampoo
The brand always has been focusing on pricing the product for the competition to keep closest to the competitions (Head and Shoulders Marketing Strategy & Marketing Mix (4Ps), 2023). The pricing approach of the brand is penetrating from the past to sell the highest volume and gain the large consumer base. The price is reasonable for the existing customers and attracts the new customers. The size range is available with the different pricing. With the online and store price range has a little bit of differences.
L’Oreal Elvive Shampoo
The price range of the brand is depend on the demand of product and preferences, the company sell the numerous of products with the different price range. The Shampoos are available with the several sizes and prices for the customers (Saha et.al, 2021).The L’Oreal follows the premium pricing strategy on the both the online and offline stores.
The Brand has been successful in establishing the reliable market in market place. The Brand is working on the capturing the market and expanding in the several countries on the global level. The Brand has market share in the Canada, Pakistan, Bangladesh and India (Garcia et.al, 2019). The brand has strong distribution network, which is the biggest advantage of it. The brand is focusing on the mass market product, which can be available on the online, in store and supermarkets. The brand value is affordable and pocket friendly. This is focusing on the customers who need the product for the scalp care.
L’Oreal Elvive Shampoo
The product is available on the supermarkets, online and offline stores, drug stores and retail outlets of the brand. The brand value is focusing on the premium products with the good quality. The brand has global presence more than 150 countries; this includes the new market and tailors the products with the needs and preferences of the customers (Marketing Mix of L’Oreal and 4Ps, 2023). The brand has multiple distribution channels such as supermarkets, department stores, salons, online platforms. This wide range of diverse approach can allow the consumer on the global level. The brand is investing in online platform for offer the products on the websites and retailer which are third party. The strategy is crucial for the adapting the change in the customer behaviours with the increase in digital shopping.
Promotion
Head and shoulder shampoo
The Brand is promoting the product with the newspapers, magazines, television channels and via social media. The ads come up with the different social media which attracts the customers. The Communication method is used by the brand is TV commercials and digital marketing for advertising the products (Wolf and Ekholm 2022). The brand has its own website to storytelling about the product of the brand. The brand positioning is demonstrated on the affordable products for customers who are facing dandruff issues. The brand has solution for the hair care and itchy scalp.
The brand has adopted the aggressive promotional strategy to offer the products and brand. The brand uses the logos, brand ambassadors, traditional media, campaigns, social media marketing and slogans for the promotion. The past methods communication is used by the brand are TV advertisement, digital marketing and print media for campaigning, website for the brand promotion. The brand is positioning itself by offering the premium product, luxurious packaging and indulgent experiences for the customers.
Conclusion
By summing up the report it delves into the target market for the both Head & shoulder and L’Oreal Elvive shampoo, the brands are focusing on the hair care and which focuses on the both genders and income can be middle to upper class. The products of both brands are shampoos with the utilising the Leavitt it has describes about the product range. The brand L’Oreal Elvive shampoo focusing on the luxurious packaging with value of the brand. The Price of the head and shoulder is affordable and pocket friendly for the customers. The L’Oreal Elvive shampoo has the premium price range and it offers different sizes and costs for the consumers. The place of the brand head and shoulder is expanding on the international level on the other hand L’Oreal Elvive shampoo has presence on the global level. The both brands promotional strategies are focusing on the digital marketing. The H&D has the most successful application and L’Oreal Elvive can work for improving it.
References
Books and journals
Garcia, G.H., Gowd, A.K., Liu, J.N., Malaret, M.R., Cabarcas, B.C. and Romeo, A.A., 2019. Return to sport following hemiarthroplasty with concentric reaming versus total shoulder arthroplasty: a matched pair analysis. Orthopedics, 42(5), pp.276-284.
Guzmán Feo, JA, 2022. Proposal for an ideal store model for the mass consumption division of L'Oreal Argentina as a tool for growth in sales and market share in the pharmacy and perfumery channel (Doctoral dissertation, University of Business and Social Sciences (UCES)).
Reguffe, TM, 2019. Análise das stratégias de marketing da L'Oréal: um estudo de casso sobre o lançamento da linha Longo dos Sonhos no Brasil. Course Completion Work (Bacharelado em Administração)-Faculdade de Administração e Ciências Contábeis, Universidade Federal do Rio de Janeiro, Rio de Janeiro .
Saha, S., Soodan, V., Dey, P.P. and Srivastava, D., 2021. Guru war: In light of the 4’Ps of strategic marketing. FIIB Business Review, 10(4), pp.357-370.
Wolf, O. and Ekholm, C., 2022. Luxatio erecta of the humerus: the spectrum of injury of inferior shoulder dislocation and analysis of injury mechanisms. JSES Reviews, Reports, and Techniques.
Online
Head and Shoulders Marketing Strategy & Marketing Mix (4Ps), 2023. Online. Available through <https://www.mbaskool.com/marketing-mix/products/17442-head-and-shoulders.html>
Marketing Mix of L’Oreal and 4Ps, 2023. Online. Available through <https://www.marketing91.com/marketing-mix-loreal/>
