Principles of Marketing Assignment Sample

Introduction - Principles of Marketing

Marketing principles refers to the set of activities which undertaken by the firm for influencing decision making of customers. Two well-known shampoo brands that are Head and shoulders (H&S) and Loreal Elvive will be compared in this article. Loreal Elvive, a division of the L'Oréal Company, is renowned for its high-end positioning and array of upscale hair care products. The current report will shed light on the marketing mix of chosen brands. In this report, communication techniques will be examined along with the target audiences for these companies. Insights about their distinct marketing approaches and how well they resonate with their diverse customer groups are sought by doing this. Current trade press information and Mintel reports give present insight into the subject matter of this investigation.

1. Comparison of Target Markets

Both the brands H&S Shampoo as well as Loreal Elvive Shampoo have various target audiences that they serve. Along with this, their ability to stand out in these areas is essential to their commercial achievement.

The main target audience for H&S Shampoo is those who have dandruff issues. Their target demographic, which spans the age range of 18 to 45, is generally inclusive but skews significantly masculine (vor der Brück, 2019). These customers often belong to the medium to top socioeconomic strata and might possess medium to elevated personal discretionary income. They are probably well-educated and family-oriented and frequently worry about the well-being of their scalps. Customers of H&S could like hair care items that are utilitarian as well as practical. Additionally, they are likely to stick to regular schedules and value hair wellness over extravagance or luxury.

Conversely, Loreal Elvive targets a wider range of customers, emphasizing men as well as women between the ages of 25 to 55 who are looking for high-end hair care products (Pino, et.al, 2019). This target market often corresponds to the middle or upper socioeconomic strata, has more discretionary means, and appreciates the expertise in hair care products. They can be at different phases in life, such as single, married, or parents and frequently possess better educational credentials. Their tastes go towards opulent and decadent hair care, and they look for items that provide a feeling of luxury and wellness in addition to practicality.

These diametrically opposed profiles demonstrate the way L'Oréal Elvive appeals to broader, luxury-seeking consumers, whereas Head & Shoulders targets an additional specialized, problem-solving-focused crowd.

2. Product

The unique product attributes and brand principles of Loreal Elvive as well as H&S Shampoo attract their particular target consumers.

H&S is a perfect example of Levitt's idea of a useful brand. Its utilitarian ethos is reflected in the simple and functional design of its products. Usually, the packaging is straightforward and consists of a white container with a blue lid as well as a logo. This design emphasizes the product's effectiveness in treating dandruff problems while conveying a straightforward message (asmani, 2020). The prevailing color combination of blue and white stands for clinical efficacy and cleanliness. Regarding brand values, H&S places a high priority on dependability, hygiene and dermatological knowledge. It wants to project the image of an item that is solution-focused and supported by science. According to Aaker's brand personality theory, H&S is probably thought of possessing a “competence” as well as “ruggedness” personality. It is regarded as dependable and strong for issues relating to dandruff.

In contrast, according to Levitt's model, Loreal Elvive is classified as an emotive brand. The item's design is elegant and frequently makes use of eye-catching images, rich colors and opulent packaging (Chae, et.al, 2020). The selection of design components appeals to customers' emotional needs by exuding an atmosphere of luxury, pampering and refinement. Loreal Elvive company principles, which place an emphasis on grace, individuality and the transformative force of beauty, are indicative of this strategy. According to Aaker's brand personality structure, L'Oréal Elvive appeals to customers looking for a high-end, glamorous experience because of its personality, which includes “sophistication” as well as “excitement.”

3. Price

By performing research to obtain information on their market pricing and contrasting them with those of rival goods.

H&S has a Penetration pricing approach, charging £ 4.99 for an aggressive anti-dandruff treatment (Marketing Mix of Head & Shoulders, 2023). By offering a dependable and affordable alternative to high-end anti-dandruff shampoo, this price strategy seeks to increase market share. To keep its edge over the competition, the brand depends on economies of scale and its track record of effectiveness.

In contrast, Loreal Elvive uses a Premium pricing approach and charges £ 8.99 for their product. The brand targets customers looking for opulent and life-changing hair care encounters, positioning itself within the higher-end sector of the market (Kushwaha, et. al, 2020). The cost is in line with the company's assurance of elegance and superiority.

Competitive pricing analysis validates these approaches; Loreal Elvive places itself among luxury and affordable rivals, while H&S is rivals with additional anti-dandruff products. H&S places emphasis on affordability and utility, whereas Loreal Elvive emphasizes indulgence and luxury. These price strategies align with the intended market's tastes and the general positioning of the company.

4. Place

Both companies' distribution methods are a reflection of their unique market positions and core beliefs.

Shampoo from H&S is a mass market item that is widely available. It is available through a variety of retail outlets, which include internet marketplaces, pharmacies, grocery shops and supermarkets. Its approach is to make it as accessible as possible to customers looking for an economical, practical remedy for dandruff problems (Saharan, 2020). Observations made within the stores indicate that H&S appears prominently on the shelves of these establishments, frequently next to other well-known hair care products. The brand's dedication to providing a daily, widely available answer to an ordinary issue is further evidenced by its ubiquitous presence (Wu, et. al, 2020). The brand's ideals of dependability, hygiene and practicality are all aligned with this product because customers can easily locate it where they usually purchase.

Conversely, Loreal Elvive has a smaller distribution system and is marketed as a high-end brand. It is mostly seen in affluent retail spaces like advanced drugstores, retail shops and beauty parlors. E-commerce sites that sell high-end cosmetics also carry Loreal Elvive. The item is presented with elegance and exclusiveness, frequently displayed on svelte, high-end shelves (Lee, 2019). This method of limited distribution is consistent with the brand's principles of grace, individuality and providing a luxurious, luxurious beauty encounter. Customers are informed that Loreal Elvive is more than simply a shampoo and is accessible at a few up market locales. It is also an icon of luxury as well as self-indulgent

5. Promotion

Diverse promotional methods are used by both businesses to develop their distinctive identities and carve out distinct spaces in the thoughts of those who are their customers.

H&S mainly employs a variety of mass media platforms for advertising. TV commercials, print media, online communities and personal sites are some of the methods they use to communicate (Jhamb, et.al, 2020). The brand emphasizes strong, dandruff free hair in its marketing and to further bolster its legitimacy as well as efficacy, doctor testimonials are frequently included. They sell themselves as a sensible, reasonably priced solution for regular people who are worried about dandruff. Their marketing emphasizes hygiene and clinical performance, which is consistent with the company's values of dependability as well as pragmatism.

Conversely, the goal of Loreal Elvive is to evoke an air of refinement and elegance. Their primary means of communication are appealing to the senses and the eyes (Raji, 2019). They make use of luxury newspapers, TV and movie commercials, an active website, and networking sites. With a focus on the transforming power of beauty, the advertising attempts to give customers the impression that they are engaging in a high-end experience. As a premium company, Loreal Elvive appeals to anyone looking for an elegant, glitzy and self-centered hair care regimen. These methods of communication serve to uphold the brand ideals of grace and individuality.

Conclusion And Recommendations

The report concludes that the 4Ps were utilized by both brands in distinctive ways that consistent with their target audiences and distinctive brand principles. By offering a useful, reasonably priced anti-dandruff item (Product) with price penetration, H&S succeeds in the four pillars. Through mass market distribution (Place), they guarantee wide availability and their campaigns (Promotion) prioritize dependability and pragmatism. Alternatively, by providing luxury and change (Product) at a premium cost (Price) and selected, luxurious distribution (Place), Loreal Elvive sets itself apart as a premium company. Their marketing technique evokes feelings, encouraging opulence and self-indulgent (Promotion).

The 4Ps have been applied more successfully by Loreal Elvive in regards to focusing on a particular, valuable market niche. For both companies, there is still space for progress. Although Loreal Elvive may think about broadening its product line to appeal to a wider customer base and preserve its premium positioning. While growing its market share, H&S might improve its marketing approach to convey a more accessible and modern image. In eventually, any brand's application of the 4Ps will be determined by how well it aligns with its target market and how well it’s positioning and principles are carried out.

References

Books and Journals

• Chae, H., Kim, S., Lee, J. and Park, K., 2020. Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, pp.398-406.
• Jasmani, J. and Sunarsi, D., 2020. The influence of product mix, promotion mix and brand image on consumer purchasing decisions of sari roti products in South Tangerang. PINISI Discretion Review, 3(2), pp.165-174.
• Jhamb, D., Aggarwal, A., Mittal, A. and Paul, J., 2020. Experience and attitude towards luxury brands consumption in an emerging market. European Business Review, 32(5), pp.909-936.
• Kushwaha, B.P., Singh, R.K., Varghese, N. and Singh, V.N., 2020. Integrating social media and digital media as new elements of integrated marketing communication for creating brand equity. Journal of Content, Community & Communication, 11(6), pp.52-64.
• Lee, J.Y. and Jin, C.H., 2019. The role of ethical marketing issues in consumer-brand relationship. Sustainability, 11(23), p.6536.
• Pino, G., Amatulli, C., Peluso, A.M., Nataraajan, R. and Guido, G., 2019. Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets. Journal of Retailing and Consumer Services, 46, pp.163-172.
• Raji, R.A., Rashid, S. and Ishak, S., 2019. The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), pp.302-330.
• Saharan, S., Bawa, S. and Kumar, N., 2020. Dynamic pricing techniques for Intelligent Transportation System in smart cities: A systematic review. Computer Communications, 150, pp.603-625.
• vor der Brück, T. and Pouly, M., 2019, June. Text similarity estimation based on word embeddings and matrix norms for targeted marketing. In Proceedings of the 2019 Conference of the North American Chapter of the Association for Computational Linguistics: Human Language Technologies, Volume 1 (Long and Short Papers) (pp. 1827-1836).
• Wu, T., Zhang, M., Tian, X., Wang, S. and Hua, G., 2020. Spatial differentiation and network externality in pricing mechanism of online car hailing platform. International Journal of Production Economics, 219, pp.275-283.

Online

• Marketing Mix of Head & Shoulders – Head & Shoulders Marketing Mix. 2023. [Online]. Available through: < https://www.marketing91.com/marketing-mix-head-shoulders-head-shoulders-marketing-mix/>