New Head And Shoulders Olive Oil Extracts Product

sassy top And Shoulders olive vegetable oil Extracts ProductHead Shoulders (HS) is oneness of the virtually noned deformitys of Proctor Gamble (PG). Launched first in 1961, it is now in the PG list of hot tradeing brands with a sale of e actuallywhere USD 1 Billion (Wikipedia, 2010). HS today carry ons 13 different crossroads ranging from Classic Clean to Intensive C be (HS, 2010). Core line cosmos dandruff protection, HS merchandises be being active on sub-themes corresponding hair and scalp type or all the same flavouring (e.g. menthol or citrus).A renowned survey (Ecologist, 2010) reveals that dandruff shampoos like HS argon do with detergents to which anti-flaking agents ar added. Zinc pyrithizone contained in Head Shoulders can cause be irritating skin. It has also been agreed the use of fossil anele extracts could help relieve this irritation. With kinda un-referenced myths somewhat dandruff shampoos like HS stripping off hair colour rather quickly leaving them greyed prematurely in young ages. Olive oil has been employ as a remedy in hair and skin treatments for centuries. Its constant application to hair is described as a guarantee of long unyielding hair (eHow, 2010) in Asian europiuman remedies. Hence a new unique HS product (i.e. smart HS with Olive Oil Extracts) could give a very classic mix of anti-dandruff features with extra hair treatment through olive oil extracts.As this product is an extension of the HS product-line, it would not be feasible to manifestly state the damages of an anti-dandruff shampoo for promoting this new product. Although a very fair advertising statement could pick up been the one identifying the damages of the anti-dandruff shampoo and benefits of olive oil extract, it could subscribe backfired in a sense that it would have undermined all the previous trade efforts that were underinterpreted to promote some other 13 HS currently running products. It could hurt the brand itself if the advertising for promotion of this product is not carefully done. It should be make sure that the advertising theme conforms to the organization objectives and missions and does not undermine the efforts previously made to promote the currently cash-cow or star products.2 4Ps in Perspective of New HS Olive Oil Extracts trade decision or more specifically the Marketing Mix can be categorized in the four classes i.e. Product decisions, Price Decisions, Place (i.e. Distribution) decisions and promotion (or publicizing) Decisions.2.1 Product DecisionsThe first category of decisions of the merchandise manger is to control different perspectives of its newly manufactured product. Name of the product or brand is the far more important thing in marketing. In content of brands, the chance upon should conform to the organization mission and objective statements turn in case of newly introduced products, this name should conform to its brand. HS with Olive Oil Extracts being a product extension of HS conforms to the main brand i.e. HS.2.1.1 FunctionalityProduct extension pertains to introduction of a product in a similar category while brand extension is the extension of the brand to a totally different category. 13 products of HS are a classic example of product extension inside a brand while Virgin is a good example of brand extension as it has some shares in distinct communication media categories. HS conforms to the functionality brass of product/brand decision. Introduced HS as per the basic functionality of the brand remains an anti-dandruff product with same anti-flaking agents as in other 13 HS products. However, it comes with additional benefits of olive oil for improved hair.2.1.2 Quality and safetyQuality and safety are two other aspects on which matter when the decision about a introducing a product is being made. New HS is to conform to same quality and safety standards as guaranteed in PG products.2.1.3 Styling and boxBrands are the social mirro r of confederacy. It took Gold star historic period to get known by L.G. once they decided to change the brand name in 1995 (LG, 2010). Trademarks are erected into minds of mass and thusly, to benefit from the reputation of a brand, it is resilient to conform to the same styling standards. New HS allow for has standard HS styling with word Head Shoulders prominent on the pack. HS is known to change packaging agencys frequently. Very current style for packaging may be take begeted.Another important aspect of the packaging of new HS is its availability in 50ml low price mini pack. Reason for introducing such(prenominal) packaging is to engage the clientele that may be reluctant to purchase HS otherwise. customers in counties in Indo-China region have cost as one of the most important factor in toll of purchasing a product. This mini packaging would entice them to purchase this product.2.1.4 Support ServicesValuing nodes through support and run has been one of the blus her characteristics of HS in general and PG in neighborhoodicular. HS gives value to their customers and provides them with subtilest season deals. It is an innovative brands and never hesitates to experiment to provide its customers with variety of products. HS with Olive Oil Extracts becomes but another innovative product which is a classic blend of herbal (i.e. olive oil) and are coeval (i.e. anti-dandruff minerals) cistrons.2.2 Price DecisionsAnother important component of 4Ps i.e. marketing mix is the price decisions before introduction of a product.2.2.1 set StrategyAround half of the world population lives in Indo-China region. The share their thought about traditional remedies for health and beauty. Anti-dandruff shampoos like HS have many local competitors offering traditional touch to their shampoo brands and hence being widely adopted. Although multinationals like HS are widely trusted and adopted, some facts (like intensive use of chemical ingredients in HS) and my ths (like constant use of HS causes grey hair) give a reason to its competitors to make the people believe that their products (though much inferior in quality) are better than HS. Hence introduction of HS with Olive Oil Extracts would leave no reason for its critics and expected to sell like hot cakes. Local products sell at almost the same price as HS and hence skim pricing (Skimming, 2010) outline could be adopted to earn financial benefits. Similarly in Europe, Far East and America, penetration-pricing policy (price, 2010) could be adopted in order to attract new customers.2.2.2 Seasonal Pricing BundlesHS is know by its enticing offers in wrong of sales and discounts. Summer is targeted for its European launch and as the product is already been proposed to be sold on introductory low prices, it would not be feasible to offer bundles at this point in time. However after the introductory price offer is over, bundles offers could be targeted for the winter and charismas season. Reverse logistics (i.e. returned items from customer or stores) could be benefited from in terms of offering sales on returned products to clear out the stock seasonally.2.2.3 Price favoritismAlthough not directly, but the different standards of pricing for respective(a) geographical sale regions becomes a price discrimination phenomenon which HS with Olive Oil Extracts has adopted.2.3 Distribution DecisionsLogistics are one of the important factors in every business. Following decisions pertaining to distributions may decide the success of a newly introduced product.2.3.1 Distribution Channels Market CoverageDistribution convey are called two-level when a manufacturer sells its products directly to the customers. It is a well-known practise in bakery and restaurant business. HS as a company is unable to sell its product directly to the customers and hence, up to five-level distribution channel could be adopted before the product finally reaches the customers. In terms of distr ibution strategies, exclusive scheme could not suit a FMCG like shampoo product and hence for new HS, exclusive strategy would not be feasible in Europe. In Asian markets however, multinationals like PG adopt exclusive strategies and sell the rights of distributions to promoting agencies. Companies like SmithKline Beecham and Reckitt Benckiser have also used this strategy successfully for year in South Asian countries.2.3.2 Inventory Management and WarehousingIt would be feasible for FMCG product like new HS wilt Olive Oil Extracts to be stored off the shore in countries where warehousing is inexpensive. European geographical region can be jumped through warehousing in Africa while setting up warehousing in South Asia and Latin America could cover Asia and Americas respectively.2.3.3 Transportation and Reverse LogisticsWarehousing and logistics are two interconnected aspect of distribution decisions. Success of a marketing plan lies in logistics. Either forward or reverse, cost of logistics could play a pivotal role in success of a newly found product. Warehousing locations intelligently selected could effectively decrease the logistic costs. An ideal strategy for the new HS would be to ship it to its relevant warehouses based in various geographic areas suggested above. Subsequent shipments and logistics to the stores (and ultimately the customers) could then be proceeded with from those warehouses. HS ships their shampoo in large containers to 3rd world countries where they are locally packaged. This save the space and promotes the local packaging industries of relevant regions. The same strategy has remained a success story for many of such brands and would be adopted for this newly introduced product as well. In terms of reverse logistics, returned products could be managed locally through either resale or disposing-off or recycling where appropriate.2.4 Promotion DecisionsIn todays information intensive world it is very badly to attract a potential cu stomer without promotions and advertizements. Hence it becomes to come up with effective decisions about promotion of the product. As per (All Business, 2010) promotions decisions may compel a factor to think over the following issues more thoroughly.Setting clear goals for promotionSetting a budgetSeek out partnerships (Co-sponsors)Promotion decisions inculpate the following.2.4.1 Promotion Advertising StrategyPromotion strategy can be Pull or Push (Pullpush, 2010). Pulling promotion policy is to advertise intensively to exact-about its consumer demand. It requires gamy amount of funding to promote the item through this strategy however, the benefit of this strategy is the direct interaction of company with its customers. On the other hand, a force strategy is to promote the product through companys sales force to wholesalers, from wholesalers to retailers and from retailers to the customers. An ideal example of such advertisement strategy is of IPhone 4 that was advertised more by the cell phone companies like O2 than Apple itself. Similarly Nokia also adopts the same strategy. For new HS with Olive Oil Extracts on the other hand would adopt in the main a push strategy in regions like South Asia where customer decisions are influenced by the advertisement. This strategy would also be successful in Europe and Americas however, high passage retailers like Boots, Superdrug and Tesco etc. could also be used for pulling strategy.2.4.2 Personal SellingCustomers may not access the high street retailers in many cases and hence it may also be good strategy to sell the product through personal selling that may involve door-to-door selling or selling to the local grocery store. Former is widely adopted in South Asian countries. This strategy would over again adopt five-layer distribution simulation where new HS will be sold to wholesalers, then to promoters and it subsequently reaches the customers though stores or sales representatives.Figure One- Five-leve l Distribution sample for New HS Olive Oil Extracts2.4.3 Sale PromotionsSales promotions could be eye catching and force a customer to buy out of time and even if he is not actually in need of that item. New HS is being introduced at a reduced short-time introductory price and is bound to attract clientele. just HS packs are made available in 50 ml mini packs and every pack offers customers to fill an on-site survey about this new product to make the customers realize that HS always cares about the opinion of its respected customers.2.4.4 Marketing BudgetAfter running an intensive promotional campaign for the new HS on the electronic media, marketing budget of this product could be subsequently reduced through switching to print media at a later time. New HS will also benefit from PG trademark and joint advertisements would be run (for different kinds of PG products). Selling in mix--match (i.e. new HS in conjunction with other PG products) would also be considered. Doing so will n ot only decrease promotion costs but also increases the sales as the mix--match offers are more attractive than 2-for-1 offers within the same product line. It is notable that this mix--match strategy would be adopted in conjunction with promoters and wholesalers.Figure Two- Promotion Model3 Sample Advertisement for New HS Olive Oil ExtractsFigure Three- Sample Advertising4 SWOT Analysis of for HS Olive Oil Extracts4.1 StrengthsItself being one of the well renowned brands.Working under the umbrella of Proctor GambleFinancial strengthHigh quality customer loyaltyDiversity in product lines march on logisticsApproval of ISO and other standardizing bodies4.2 WeaknessesHaving low-price competitorsUse of very strong chemicals for dandruff relief (can cause itching and irritation)Influenced by myths (more use of chemicals may turn hair grey)Less pop in rural areas (in terms of South Asian clientele)4.3 OpportunitiesOrganic revolution (more people want ingrained. Olive oil is organic c omponent in New HS)Globalisation (Access to all markets)PopulationIncrease in buying power of peopleLiteracy of clients4.4 scourgesHigh competitionRecession effecting purchasing powerReligious cultural issues (Ban on multinational products)Increase in cost of raw material (chemicals used in shampoo and plastic for packaging)5 PESTEL Analysis for HS Olive Oil Extracts5.1 PoliticalGlobalisation (Access to all markets) will enabled HS to target new potential marketsChanges in government and its policies and political instability in rather volatile regions like South Asia that is one of the very attractive consumer markets for new HS.5.2 EconomicRecession and financial melt-downIncrease in taxes (e.g. increase in VAT rate in the UK and imposition of a new VAT in Pakistan)Increase in fuel prices and thus increase in price of logisticsHS conforms to various international standards and hence the production may incur higher cost. Thus the resulting product is costlier than its local low- quality competitors. Inflations and customers inability to purchase may also be a seriously addressable issue.5.3 SocialHaving low-price competitorsState sponsored ban on imported itemsSocial boycott of multinational products (for instance in Muslim countries)Increased population means increase customersIncrease in cost of raw material (chemicals used in shampoo and plastic for packaging)Illiteracy and lack of technical understanding5.4 Technological rapid RD results in improved product and ingredients every day and hence there is always a risk of competitor acquiring that technology and gaining technological advantage.5.5 environmentalUse of very strong chemicals for dandruff relief (can cause itching and irritation)Influenced by myths (more use of chemicals may turn hair grey)High competitionUse of organic items (would give the HS with Olive Oil Extracts high acceptability)5.6 LegalAs HS in general and PG in particular have got many global certifications, no level-headed issue p ertains to the introduction of New HS with Olive Oil Extract.6 Porter 5 Force Analysis for new HS Olive Oil Extracts6.1 Threat of RivalsNew HS with a unique Olive Oil formula not only removes the dandruff but also nourishes hair with historically trusted olive oil extracts. So far this product give new HS an advantage over other but its rivals like Garnier, Boots, Pentene, LOreal, Elvive, Clinic and Nizoral may strike an oil-well and come up with a contemporary product in their brand-line that could snatch advantage back from HS.6.2 Bargaining Power of SuppliersNew HS is a blend of contemporary anti-dandruff chemical agents and olive oil. As the prices of indispensable chemicals are on a hike, suppliers consequently get more demanding in terms of subscribeing more price for raw materials. Similarly, as the new ingredient i.e. olive oil is also required for new HS production, it will increase the HSs dependency on new suppliers.6.3 Bargaining Power of BuyersWith variety of anti-dan druff products available in market and lack of knowledge of people about uniqueness of the new HS it is quite possible that buyers switch to rather cheaper low quality products as per their preferences.6.4 Threat of SubstitutesOlive oil is separately available widely in the market so the customers could prefer using hair oil separately and later washing their hair with HS classic to be dandruff free. Although the process becomes cumbersome however this could act as a substitute for the New HS.6.5 Threat of New EntrantsWith HS established as one of the most renowned brands, new entrants might not effect already established HS products. Skin and hair products are the ones with which customers usually do not afford to take risk. And hence a new entrant introducing such a product may not get successful at ones. In countries where people value cost than quality, new entrants with low prices (though low-quality) product may gain competitive advantage over new HS.Part 3 respective(prenomi nal) Critical Reflection on Learning Outcomes7 Company Valuing CustomersProctor and Gamble is one of the most renowned fortune 500 companies of the United States (Wikipedia, 2010). The company is known for its advertising campaigns and customer satisfaction. One of the reason for its success is its high standards of value offered to the customers. Head Shoulders is one of its successful star brands that earns her revenues of over 1.7 billion USD a year. Company offers value to the customers through following.7.1 Sales and Seasonal Offers by HSEnd of every season, the company offers various kinds of sales and discount offers to the customers. These offer normally cover various product lines covered under the brand. These sales though mainly target at generation of revenues, one of the aspects of also is to enable low-income customers to purchase these HS products. HS comes on a regular basis with exciting 2-for-1 and mix-n-match offers for its products.7.2 AvailabilityOne of the imp erative qualities of HS is its availability. Certain percentage of customers may not be able to visit high street stores so the key quality of FMCG like shampoo is its availability at local and small stores. Although it is much easier and cost effective in terms of logistics to provide the product at major stores, HS ensures that its products are available at the local stores on the very same prices or even cheaper than high street ones. Such distribution strategy makes a long logistics chain and benefits HS less in terms of earnings but in terms of customer care it is an effective move.7.3 SurveysOccasional online surveys on customer satisfaction are also one of the key attributes of HS in terms of customer care. These surveys incur cost to HS but it earns them in reward the customer satisfaction. The surveys are an important mean of knowing about the desirable improvement about the product and also collecting ideas about future products.7.4 look exploitationRD could be interpre ted in two ways. One in terms of gaining and maintaining competitive advantage over rivals while more importantly in terms of maintaining customer trust and loyalty. A product without active RD may go stagnant and in-turn compel the customer to switch to a new brand. Not in terms of updating products through technology, there is a strong need for a brand to regularly get innovative products introduced.7.5 On-site Hair slipstreamThe on-site hair was strategy was introduced by HS in Pakistan where an HS van would visit the public spots and offer them free hair wash. It was then broadcasted as their advertisement campaign. This strategy has made many HS customers feel that HS gives them value by considering them real actors and letting them rather realistically act in its commercials.7.6 Help LineCustomer help-line had been made available in Pakistan for a very long time to help the customers decide the better product as per their hair types. People have benefited from the suggestions and guidelines provided by HS professionals.8 Contribution of Proposed Advertising Strategy in Valuing Customers8.1 10% Introductory Discount10% introductory discount to the customer is yet again an effort that conforms to the companys customer care policy. This strategy will also let the customers switch to the new product easy.8.2 Customer SurveyAs a part of advertisement, customers will be invited to fill-in a short survey on this innovative product. It will not only realize customers that their views are valued in HS but would also pave a way for new innovative products in future.8.3 InnovationThis product which itself is an innovation is also to give value to customers who are loyal to the brand. Customers may not switch the product even if it does not suit them just because they do not trust other brands. This innovation would bring confidence and pride in loyal customers.8.4 Mini PacksTo facilitate a large number of rather low-income customers, 50 ml mini packs of new HS wit h Olive Oil Extracts is being introduced. With the different sorts of large packaging available already this attempt would encourage more customers to buy. It again conforms to the policy of HS to provide products affordable to everyone.9 Critical Reflection Achievements of Three Learning Outcomes9.1 Analyzing Elements of Marketing MixMarketing Mix can be considered as one of the most dynamic legacy marketing copy. With main emphasis on 4Ps i.e. Product, Price, Place Promotion this imitate offers an insight into many marketing concepts. It would not be wrong to state that if followed in its true spirit, it could result in very workable marketing plan.Product part of the marketing mix covers the dynamics of product or service. It ranges from product name to all its specifications. It covers various aspects of a product from its launch till the point its set for disposing off. In other words product related decisions are taken care of in this bods.Next decision microscope stage in marketing mix is the price decision phase. In most of the cases, price setting plays a pivotal role in initial success during launch of a product. It surrounds products initial pricing and offers associated to the product at its launch.Another important component of the 4P model is Place or distribution. Logistics are important both in terms of decreased product costs and timely delivery to the customers nearest stores. Effectiveness of this phase may results in improved pricing for customers and increased savings to the company.Promotions being the final part of marketing mix are the core of the particularly initial launch of the product. Promotions keep the product live in the eyes of consumers and is also a vital component in attracting new customers.Critical View Although the marketing mix forms the basic structure of a marketing plan, it has some inherent shortcomings that have raised the need to launch more progressive models. One of them is 5Ps model that iterates the need of more desirable distributions like process, people and packaging etc.Subsequent models like porter 5 force model takes into account the environment in which the product is being launched. To win a competitive advantage, it is important to know the competitors or expected competitors and hence this model describes such characteristics pertaining to the environment. SWOT and TOWS matrices are the ways to analyze the self capabilities of a company. It then could be used to compare it against rivals. Similarly PEST and PESTEL analysis help assess the environment in which the product being launched.Although its limitations are there, Marketing Mix can still be categorized as one to the simplest models or so. Many models have been organized around this model and it give a very descriptive flow of events that are considered imperative in a marketing plan.9.2 Critical Appreciation of Marketing Research TechniquesSurveys are one of the effective ways to gather data about a persons opinin g on a topic without physically interviewing him. Critically, surveys intend to concise a whole scene into few questions that require a high skill that everybody may not have. Minor error on surveyors part may pass over all the effort. Another shortcoming of surveys is the understanding level of the audience. It may be possible that the question may not be understood properly. Surveys normally ask for very few choices of answers and hence the person who is being surveyed may not respond in appropriate way.Personal Interviews is another way of market search that is widely used around. One of the shortcomings of the interviews again is the precise nature of questions to be asked and hence requires high skills of the interviewer to prepare the questionnaire. Timing constraints on interview are also an important factor. Limited time may leave questions unasked. Getting time from CEO level administration for interviews may also prove difficult.Observations let mull the environment bri efly. One of the shortcomings of such techniques is that the observer may take a wrong opinion about the things. Moreover ethically most of the people do not like being observed.Field Trials is another technique in which product is picked in a selected market to gather customer response. One of the shortcomings of such approach is that if the product fails, it could spoil the product name forever. Similarly competitors may acquire that product to develop their version of the same product and hence RS goes soft-witted. counsel Groups is another technique for marketing research. Focus groups provide subjective data. One of the problems in the focus groups is the biasness on certain issues that may spoil the outcomes from this activity.9.3 Use of Marketing Terminology ConceptsMarketing is a very diverse field with many intermingling theories and concepts. Where behaviour related theories of reasoned action are covered in consumer behaviour, they are also studies in Porters 5 Force mo del under Buying Power. Similarly theories like PEST analysis give economics of marketing the Pricing part of Marketing Mix also discusses pricing. In Porters Five Force model logistics are also covered while in Place phase of 4P model, the inbound and outbound logistics are discussed.Social issues under PEST analysis are closely connected with Threats and Opportunities section of SWOT analysis. Many threats are discusses in Porters 5 Force Model while the same could be discussed under Threats phase of SWOT analysis. Hence identifying the boundaries may prove difficult however these model still individually attempt to cover as many as possible aspects of marketing plan.10 Module Learning Related QuestionsExpectation at the Start of Module- One of the basic expecting at the start of this module was to be enabled to develop an appropriate business plan developed for an organization of my choice. The aim was to understand the basis issues and important aspect of a marketing mangers job . And to understand the meanings of marketing strategy and what aspects of the business environment are required to be looked at for devising a successful strategy. To understand the role of various models of marketing that could help device a strategy.Experience Brought to Module- I had studied many to the theories before but was not aware to device a business plan from the concepts that I had in my knowledge. I possessed a grip on theoretical aspect of many models but virtual(a)ity was lacking.Experience Used to Achieve the Learning Outcomes- Having knowledge of theories, it was easy for me to cope with the practicality that was the main focus of this module. I wasted no effort to remind these theories by heart as they were already in my mind. What I focused was the application of these concepts. Taking an organization and applying them to it. Through a repeated practise of case- ascertain solving, I am capable of devising a rather appropriate strategy for my organization.Views o n the Process- It was a step-by-step schooling process. Like mentioned before, the aspect of practicality was there in the learning. I had revised my concepts. Learned new things like 4P models and learned how they are interconnected. Later I took various case studies during the course and applied my knowledge onto them to see what organization used what strategy.Prior Knowledge- The understanding of the basic marketing terminologies, concepts and theories was required to go smoothly. As the study under the module was focused on the business process and it even started up with the case studies hence it was pivotal to know them all.How I am apt(predicate) to change- This process helped me learn develop business plans for the organizations. It has also helped me assess myself through repeated rounds of class discussions on the basic concepts and business case studies of various natures. It has also helped me on understanding the my future job where I may be required to device a stra tegy for my future employer.My Feelings undergoing the Process- It was nice to learn and even nicer to experience a switch in my approach from a theoretical approach to a purely business oriented practical approach.Questions on the Learning Outcomes- Typically I was all clear about the concepts and theories. I found however during devising the business plan and studying other case studies during the class sessions that that many theories are interrelated. I also understood that the one of the basic models is the Marketing Mix model from which, the other contemporary models are based on. Efforts would be made further clarify myself on the 4Ps and its extensions. Studies would be continued in individual resources to see how the models like Marketing Mix have been replaced by contemporary models.11 ConclusionPart 1 of this work was a situation analys