Assignment Task:
Task:
Table of contents:
1. Introduction
2. Definitions
3. Description of the Advertisement
4. Analysis of the Advertisement
5. Identification of the Advertisement’s Target Audience
6. How is the Product and Brand in the Advertisement Positioned
7. Conclusion 1
1. Introduction
Learning about marketing requires a comprehensive understanding of major conceptual principles and the way it can be used to analyse real marketing problems. This report introduces an advertisemet of a hair care product from Head & Shoulders. Major marketing terms will be defined before analysing the advertisement through 4Ps, target audiences and positioning.
2. Definitions
Term Definition
Marketing “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (American Marketing Association 2017).
Marketing mix “The set of tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market.” (Kotler & Armstrong 2018, p.77).
Product “A product is defined as a bundle of attributes (features, functions, benefits, and uses) capable of exchange or use, usually a mix of tangible and intangible forms.” (American Marketing Association 2017).
Price “Price is the formal ratio that indicates the quantity of money, goods, or services needed to acquire a given quantity of goods or services.” (American Marketing Association 2017).
Place “Distribution refers to the act of marketing and carrying products to consumers. It is also used to describe the extent of market coverage for a given product.” (American Marketing Association 2017).
Promotion “According to the Association of National Advertisers (ANA), promotion marketing includes tactics that encourage short-term purchase, influence trial and quantity of purchase, and are very measurable in volume, share and profit.” (American Marketing Association 2017).
Positioning “Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.” (Kotler & Armstrong 2018, p.75).
Category “The term product category is given to a group of similar products that fulfill a particular type of need and can be interchangeably used with product class.” (Jeong 2010).
Sub-category The prefix “sub” means “under”. Sub-category means several brands that are under one product category. “A single manufacturer may produce several brands within the same product category in order to appeal to different segments of the market.” (Jeong 2010).
Brand “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.” (American Marketing Association 2017).
3. Description of the Advertisement
The advertisement from Head & Shoulders introduces a hair care product named Dry Scalp Care through Facebook platform. Two main colors used are white and blue. The product’s functions are shown through caption and slogan. The image shows a happy girl, almonds and a five-star review from the user.
By showing many good functions and positive reactions, the advertisement wants target customers to take care of their hair by buying this product.
4. Analysis of the Advertisement
Product
Head & Shoulders Dry Scalp Care product has three types that are shampoo, conditioner and 2-In-1. According to its official website, produced by P&G, Head & Shoulders is the world’s number one anti-dandruff shampoo brand which has 100% dandruff protection with clinically proven. The brand valued £63.5 millions in September 2019 (Glotz 2020). The bottles are made with HDPE, an easy-to-recycle material and created with a simple form made by strait and curved lines. Using white and blue as major colours beside the colour brown of almonds, the bottle includes a name of product, its functions and a logo made by a symbol and lowercase letters ‘head & shoulders’. With ingredients containing almond oil and no paraben, the product can relieve symptoms including flakes, itch, oil and dryness with regular use.
Price
The table below compares the price of Head & Shoulders and other dry scalp care products (taken from official website and Amazon, January 2021):
NamePricePrice ($/oz)
Head & Shoulders Dry Scalp Care $3.97/8.45oz (250ml) $0.47/oz$5.99/13.5oz (400ml) $0.44/oz$7.99/23.7oz (700ml) $0.33/oz$9.99/32.1oz (950ml) $0.31/ozDove Dermacare Scalp Dryness & Itch Relief Anti-Dandruff Shampoo$7.25/20.4oz $0.35/ozNeutrogena T/Sal Shampoo Scalp Build-Up Control$11.55/4.5oz $2.55/ozBIOLAGE Ultra Hydrasource Shampoo$17.15/13.5oz $1.27/ozNizoral Anti-Dandruff Shampoo $14.84/7oz $2.12/ozAveeno Scalp Soothing Shampoo, Apple Cider Vinegar Blend $6.97/12oz $0.58/ozPlace
To buy the product online, there are an official website of Head & Shoulders and other online shopping websites like Amazon, ASDA, Boots, Morrisons, Ocado, Sainsbury’s, Superdrug, Tesco. Customers can also easily find it in local shops or supermarkets. Information of product also appears in social media like Facebook, Instagram and YouTube. 30 countries from North America, Latin America, Asia-Pacific, Europe and Middle East have the official websites of Head & Shoulders.
Promotion
Head & Shoulders uses print ads, T.V ads, sponsorship, sales promotion, official website and social media (Facebook, YouTube, Instagram). Many good functions are shown with clinically proven and the product is considered as America’s #1 dermatologist-recommended dandruff shampoo. Head & Shoulders also used an image of a happy girl with good hair to promote this product. On the official website, the shampoo product is ranked average 4.3/5 stars from total 603 reviews and 93% of users (519/560) recommend to use this product.
5. Identification of the Advertisement’s Target Audience
To select the right customers to serve, Head & Shoulders must choose the right segment devided from total market to enter. Since this is a hair care product that can sell quickly at low cost, dividing a market into geographic, demographic or psychographic segmentation is not so much benefit than into behavioral segmentation. The core segments are anti-dandruff, black hair, shiny hair and low cost. Head & Shoulders uses niche marketing to concentrate to anti-dandruff segment and this product concentrates to anti-dandruff group with dry scalp.
6. How is the Product and Brand in the Advertisement Positioned
Head and Shoulders is positioned as a hair care product with 100% dandruff protection with clinically proven. This product is positioned as a hair care product containing almond oil for that added moistuire, serving people with dry scalp. The product and brand have competitive advantage that brings the differentitation in the mind of customers from other brands. It delivers a highly valued benefit (100% dandruff protection) with low price to target buyers (people with dandruff problem).
7. Conclusion
All major marketing terms have been defined and the advertisement of Head & Shoulders has been analysed through 4Ps (product, price, place, promotion), target audiences and brand positioning. It helps us to understand deeply about conceptual principles of marketing and how it can be applied into real world situation.
(1069 words)
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