Part 1: 5-7 Pages Paper
Write an APA 6th ed. formatted paper, of 5 to 7 pages in length not counting the title page, references list or appendix. This paper is to be a reflection of what you have learned during the course. Please edit and include a synopsis of a plan you developed in the PA and CLA assignments for the marketing of this product. Using the CLA 2 GUIDE TO THE MEDIA PLAN develop an integrated marketing communications plan for your product/service. Develop a 3-5 page, (this is part of the 5 to 7 pages), media plan for this section that examines the identification of the target market, clearly states the communication message and how you will relate the message through your selection of specific modes of communication. Your media plan will look at four of the major modes of communication elements, such as advertising (traditional or new media), sales promotion, personal selling if applicable, public relations, direct marketing and/or you may use trade shows, outdoor signage if a strong fit in an IMC program. You are to develop a promotion mix budget and describe how you will secure the funds and allocate to the marketing communication activities. The final paper should include the Executive Summary to present the plan.
● The table of contents for the final CLA 2 assignment includes:
● brief introduction of project company/product/service, 29 of 30 BUS 510 Hybrid Syllabus
● situation analysis including PESTEL and SWOT analysis,
● product/service features, benefits and brand identity,
● marketing plan objectives,
● competition analysis including differentiation and positioning,
● target market profile,
● distribution plan,
● media plan,
● how the marketing mix (the 4 Ps or 7 Ps) will work together to reinforce the plan objectives, and the marketing communication budget.
● The Executive Summary of the marketing plan is the conclusion.
● References should be at least 7 peer-reviewed articles
To summarize, most of the bullet points above had been covered in the previous assignments (PA1, PA2 and CLA1). You are using 2 pages to briefly cover all of these materials that have been done. (Everything except Media Plan)
Then, focus on the Media Plan for the Batiste Dry Shampoo using 3-5 pages.
I have attached all of my previous assignments (PA1, PA2 and CLA1), so you could use the information in these previous assignment to write 2 pages learning summary.
I have also attached the Marketing Plan Guide and Media Plan Guide for your reference. You could use the guide to finish the assignment.
Part 2: 10-15 Slides PPT
In addition to your CLA2 report, please prepare a professional PowerPoint presentation summarizing your findings for CLA2. The presentation will consist of your major findings, analysis, and recommendations in a concise presentation of 10-15 slides . You should use content from your CLA2 report as material for your PowerPoint presentation. In addition, you should include learning outcomes from all your major assignments. This would include PA1, CLA1, PA2, and of course, CLA2 (unless otherwise specified by your Professor). An agenda, executive summary, and references slides should also be included.
To Summarize, basically it is the same assignment as the paper, but in the PPT format. You are going to cover the information in the paper to the PPT format. Briefly talk about the previous research (assignments) on the Batiste Dry Shampoo, and focus on the Media Plan of the Batiste Dry Shampoo.
Tips:
- You need a 1 full slides to talk about 1 of the researched peer-reviewed article. In that slide, you need to summarize the article and talk about how this article applies (supports) your arguments. It can be the article you researched for the Media Plan.
- In the slide, you need to put the article name and authors name
Overall, please reduce the amount of the words in the PPT. You could use more graphics, chart or data. For the arguments, you could write in the bullet point.
CLA 2 Guide to the Media Plan
The fourth “P” is for promotion, and deals with the process of integrated marketing communications. The questions become “what do you say, to whom do you say it, and how often do you say it?” Development of a media plan is how marketers organize their approach to these questions. Your text identifies eight steps in developing effective communications. For the purpose of the media plan you are going to develop for your chosen product / service, you need to specifically address effective communications.
Develop a media plan for your product / service that examines:
I. Identification of the Target Audience: Who are the potential buyers or consumers of your products / service? Who are the influencers? Use the segmentation variables we reviewed in class as a guide.
II. Design the Communications Message: Buyers pass through three consumer response stages cognitive, effective, and behavioral. What you say may be influenced by where the consumer is at any one time in these three stages. What is the communications message that you will use to promote your product?
III. The Media Communications Mix : Your media plan will look at four of the major modes of communication (you may use others reviewed in class such as personal selling if it is a better fit to substitute for up to two of these modes):
a. Advertising: Are your advertising objectives to inform, persuade, reinforce, or remind? What advertising media mix is being used? Are you including media that your target market will see?
b. Sales promotion: What consumer promotions are being offered? Examples are samples, coupons, warranties, cross – promotions, point of purchase displays? Describe how you would present the offer?
c. Public relations and publicity: What types of public relations would you use? Would you offer a news release to newspapers or other media about your product / service? If yes what would be the subject. You may offer other types of public relations activities such as those listed in the text.
d. Direct Marketing: Will you offer direct marketing efforts? For example, direct mail, telephone calls, emails, mail order catalogs, or kiosk marketing? Would you use direct marketing through the website or internet?
You may use another mode of marketing communication such as those described in the text and class such as internet marketing, personnel selling, trade shows, outdoor billboards, please confirm your choice with me if you are selecting something not listed in a-d.
Promotion Budget: You need to develop a promotion mix budget for the communication plan only (not for business operations or product development) to give an approximation of cost you will spend on each promotion component. Let us know how you obtained the total budget funds, that is available to spend on promotion activities that you would use in your promotion plan. Give the estimated expense of each activity and the percentage of the total budget. Arrange in an excel spreadsheet.
# # #
THE ENVIRONMENTAL ANALYSIS
Batiste – Dry Shampoo
Personal Hair Care Brand founded in 1975 (Batiste)
Acquired by Church & Dwight UK Ltd in 2010 (Church & Dwight Co., INC.)
Batiste has been the UK’s #1 Dry Shampoo brand for over 30 years (Batiste)
Batiste is sold worldwide in more than 50 countries. (“Batiste becomes number one”, 2016)
37.5 % share in its eight main markets of the UK, France, Australia, US, Canada, Mexico, Germany and China, and is the market leader in each. (“Batiste becomes number one”, 2016)
Mission: To empower consumers to take better care of their hair and feel instantly transformed. (Johnson, 2015)
Source: Batiste Website
Batiste – Market Segment
Demographic Segmentation
Gender
Age & life cycle stage
Psychological Segmentation
Psychological Traits
Lifestyle
Behavioral Segmentation
Needs & Benefits
Source: Alexa Blog
Batiste – Target Market
Gender
Women with long hair
Age & life cycle stage
Between 18-35 years old
College Student & Young Professional
Psychological Traits
Time consuming
Appearance Conscious
Life Style
Busy working life
Outdoor Activity
Needs & Benefits
Time-saving
Convenience
Source: (Ward, 2019)
Batiste – Macro-Environmental Analysis
Social/Cultural
Lifestyle change
Leisure activities
Environmental/Natural
Environmental Friendly Product
Opportunities
Saving Energy and Water (Baden, 2020)
Recyclable Aerosol Can (Batistie)
All the ingredients have been tested to ensure maximum safety. (Batistie)
Threats
Aerosol propellants could damage the ozone layer – Global Warming Concern (Reisch, n.d.)
Introduce aerosol-free product line
Source:PESTEL Analysis
References
Agwu, M. E., & Onwuegbuzie, H. N. (2018). Effects of international marketing environments on entrepreneurship development. Journal of Innovation and Entrepreneurship, 7(1), 1-14. doi:http://dx.doi.org/10.1186/s13731-018-0093-4
Alexa Blog. Retrieved from https://blog.alexa.com/types-of-market-segmentation/
Baden, D. (2020, March 3). Change the way you wash your hair to help save the environment. Retrieved from http://theconversation.com/change-the-way-you-wash-your-hair-to-help-save-the-environment-111113
Batiste. Retrieved from http://www.batistehair.co.uk/about
Batiste becomes number one dry shampoo brand globally. (2016, August 22). Retrieved from https://www.cosmeticsbusiness.com/news/article_page/Batiste_becomes_number_one_dry_shampoo_brand_globally/120420
Church & Dwight Co., INC. Retrieved from https://churchdwight.com/company/history.aspx
Johnson, T. C. (2015, August 19). Retrieved from https://thedieline.com/blog/2015/8/13/batiste
PESTEL Analysis. Retrieved from https://pestleanalysis.com/pestel-framework/
Reisch, M. S. (n.d.). Global Warming Concerns Put Pressure On Aerosol Propellants. Retrieved from https://cen.acs.org/articles/93/i42/Global-Warming-Concerns-Put-Pressure.html
Ward, S. (2019, June 25). Use Target Marketing and Market Segmentation to Improve Your Bottom Line. Retrieved from https://www.thebalancesmb.com/target-marketing-2948355
Distribution Channels Analysis
– PA2
Dry Shampoo Industry’s Channels of Distribution
Major Channel Alternatives
Level 2 Channel
Type of Intermediaries
Industrial Distributors, Retailer
Distribution Strategies
Intensive Distribution – General Brand
Selective Distribution – High-End Brand
Oribe
R+Co
Exclusive Distribution – Hand-made Brand
Lush
The offline channel accounted for the largest share of 87.4% in the year 2018. (Grand View Research, 2019)
Online Channel
Amazon
Target
Source:Repsly
Lush No Drought Dry Shampoo
Major Channel Alternatives
Direct Marketing Channel (Zero-level Channel)
Type of Intermediaries
Company Sales Force
Distribution Strategies
Exclusive Distribution
No opportunities for franchise or wholesale Distribution (Trotter, 2017)
Channel of Distribution
Lush Retail Store
Lush Online Store
Source: Lush
ORIBE Gold Lust Dry Shampoo
Major Channel Alternatives
Level 2 Channel – B2C
Direct Marketing Channel – B2B
Oribe Hair Care is an independent brand with a direct distribution model for top salon owners and stylists (ORIBE)
Type of Intermediaries
Industrial Distributors, Retailers
Distribution Strategies
Selective Distribution
Channels of Distribution
Department Stores
Specialty Stores
Hair Salon
Source: ORIBE
*Church & Dwight’s Batiste Dry Shampoo
Major Channel Alternatives
Level 2 Channel
Type of Intermediaries
Industrial Distributors, Retailers
Distribution Strategies
Intensive Distribution
The Choice of Channel Alternatives
Economic
Industrial distributor are able to make a marketplace more cost-effective and efficient (Iacobucci 2013, p. 127)
Control
Authorized Distributor Policy (Church & Dwight Co., Inc.)
Adaptive
Partnerships with local trusted distributor network in over 130 additional countries. (Church & Dwight Co., Inc.)
The Authorized Distributor Policy requires that you sell the Products only to customers who are classified as “Authorized Resellers.” To become and remain an Authorized Reseller, your customers will be required to abide by the attached Church & Dwight Co., Inc. Authorized Reseller Policy
Authorized Distributors and Authorized Resellers are not permitted to market for sale or sell any Products online on any publicly accessible website without the prior written consent of Church & Dwight (Church & Dwight Co., Inc. Authorized Distributor Policy)
*Church & Dwight’s Batiste Dry Shampoo
Channels of Distribution
Offline Channels
Supermarkets
Drug Stores
Specialty Stores
Discount Stores
Non-store Retailing Methods
Amazon
Jet
Kroger
Beauty Mart Vending Machine (March, 2013)
Source: Batiste
Supermarkets – Walmart, Target, Albertson
Drug Stores – CVS, Walgreens, Rite Aid
Specialty Stores – Ulta Beauty
Discount Stores – Marshall, Dollar General
References
Batiste – https://www.batistehair.com/where-to-buy
Bird. Retrieved March 19, 2020, from https://bird.co
CHURCH & DWIGHT CO., INC. – https://churchdwight.com/international.aspx
CHURCH & DWIGHT CO., INC. AUTHORIZED DISTRIBUTOR POLICY
Dry Shampoo Market Size, Share & Trends Analysis Report By Form (Spray, Powder), By End User (Men, Women), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 – 2025 https://www.grandviewresearch.com/industry-analysis/dry-shampoo-market
Lacobucci, D. (2013). MM4: Mason, OH: South-Western.
Lush – https://www.lushusa.com/home
March, B. (2013, January 25). The beauty vending machine! Retrieved from https://www.cosmopolitan.com/uk/beauty-hair/news/a18877/the-beauty-vending-machine/
ORIBE – https://www.oribe.com/carry-us
Sonntag, M. (n.d.). Product Distribution Strategy: The Ultimate Guide [Infographic]. Retrieved from https://www.repsly.com/blog/consumer-goods/everything-you-need-to-know-about-product-distribution
Trotter, C. (2017, November 30). What can you learn from Lush’s retail strategy? Retrieved from https://www.insider-trends.com/inside-retail-strategy-lush/
Running head: COMPREHENSIVE LEARNING ASSIGNMENT 1 1
COMPREHENSIVE LEARNING ASSIGNMENT 1 3
Comprehensive Learning Assignment 1
March 29, 2020
Comprehensive Learning Assignment 1
Part 1 of 2: Competitive Analysis for Batiste Dry Shampoo
Batiste Dry Shampoo is a personal hair brand established in 1975 and is currently the number one brand across the world (Batiste becomes number one dry shampoo brand globally, August 22, 2016). The product made to refresh between washes and makes the hair clean, fresh, and improved body and texture. The product usage does not require water. The consumers take their hair flat to fab with the product where they spray in, massage, style, and go. The key merits of this product are vegan friendly, removes oils for added texture and volume, has a clean and classic scent, and instantly refreshes hair without the need for water. Despite these benefits and its quality, Batiste Dry Shampoo has faced stiff direct competition from Lush No Drought Dry Shampoo and Aveda Shampure Dry Shampoo.
Industry Analysis
In 2018, the global dry shampoo market size stood at $3.3 billion. Particular features such as absorption of excess oil and grease without water drive the industry (Agwu, 2018). Companies such as Aveda and Lush are present in the industry where they offer shampoo products that are substitutes for each other. Aveda Company is an American cosmetics firm that has its headquarters in the Minneapolis suburb of Blaine, Minnesota. Aveda both sells natural and organic cosmetics as well as offering certifications to some spas and trains workers of its affiliated salons and spas. On the other hand, Lush company in Poole, Dorset, the United Kingdom specializes in cosmetics. Lush is slowly taking the industry by storm through becoming a specialty beauty dealer. It deals with handmade cosmetics for body, skincare, bath, and hair. The company has 250 standing shops and malls in North America and 661 in 49 countries across the world. A ranking by Beauty Inc. positioned Lush company in position 34th up from 46th in 2012 (Saidani, 2019).
Both Lush and Aveda companies pose a competitive threat to the Batiste company in various ways. For instance, Lush company new products such as bathing cosmetics are likely to attract more customers through its new shops and malls; thus, posing high chances of decreasing the market share of the Batiste company (Jindal, 2020). Aveda company, on the other hand, uses product expansion and diversification as a competitive edge in the industry. For instance, it offers certifications to spas as well as training workers of its affiliated salons and spas. This strategy enables to company to increase its share market and cover large markets compared to Batiste that operates on one line of products.
Competitive Analysis
Aveda Shampure Dry Shampoo
Strategies: The product is all about gentle formulations and calming aromas. The product’s delivery system and the lack of liquid in the composition make it different from Batiste Dry Shampoo. Most of the Batiste Dry Shampoo in the market are aerosols and contain liquid to deliver the powders to the hair. The key features of the product which make it different from Batiste Dry Shampoo are available refills, 99.8% naturally derived, a non-aerosol mist that absorbs excess oil between shampoos, and calming shampure aroma with 25 pure flower and plant essences (Shaju, 2015).
Objectives: The company aims at increasing sales where it has improved its product such that customers can access refills. The availability of refills aims at attracting more customers leading to increased sales.
Strengths and Weaknesses: The product strengths are that it has refills, easy to use and is non-aerosol powered. However, its weakness is that Aveda Shampure Dry Shampoo is challenging to apply because a consumer must squeeze the bottle, which leaves a giant mess of powder everywhere.
Opportunities and Threats: Aveda Shampoo product has a widening consumer base. The product is at high demand across the world, since it is mostly used by women. Global women’s population in the world is bigger than that of men and is changing as the number of mature women is continuously to increasing. The major threat is direct competition from Batiste Dry Shampoo that is widely sold at international markets at lower prices. It makes hard for Aveda Shampure Shampoo to enter markets already dominated by Batiste.
Lush No Drought Dry Shampoo
Strategies: Lush No Drought Dry Shampoo has faced Batiste Dry Shampoo, where it has emerged as the nice product in the industry. Although it smells of citrus, absorbs oil, and even offers a bit of volume, customers do not prefer Lush shampoo, but purchase Batiste brand because Batiste dry shampoo is easier to apply without the mess due to the bottle design (aerosol can). Consumers go for many days without washing their hair using Batiste compared to Lush. Lush No Drought Dry Shampoo gives its consumers a white cast regardless of whether they put too much or small on a specific section of hair.
Objectives: The company intends to make more profits since it has improved its product as well as selling a variety of cosmetic products. The firm offers consumers more incentives to shop, including the Black Pot Program that enables them to exchange five empty Black Pots for a facemask.
Strengths and Weaknesses: The product is customer-centered. Before its launch, many customers had requested the company to make Lush No Drought Dry Shampoo. The high demand resulted from the distinctive domestic marketing campaign. The main weakness is that Lush product was sold at higher price compared to Batiste product, hence giving Batiste a price competitive advantage.
Opportunities and Threats: The increased perception of beauty as lifestyle and self-attractiveness and as well as the sophistication of hair-care are the main opportunities for Lush. However, the reaction from Batiste posed a threat to Lush.
Conclusion
Overall, the company’s survival in the global dry shampoo industry needs competitive. Batiste Dry Shampoo has taken price advantage to remain ahead of Lush and Aveda in both industry and the market. Lush and Aveda products are sold at higher prices compared to Batiste Dry Shampoo price. As a result, the demand and sales of Batiste will automatically increase in the market.
References
Agwu, M. E., & Onwuegbuzie, H. N. (2018). Effects of international marketing environments on entrepreneurship development. Journal of Innovation and Entrepreneurship, 7(1), 1-14. doi:
http://dx.doi.org/10.1186/s13731-018-0093-4
Batiste becomes number one dry shampoo brand globally. (2016, August 22). Retrieved from
https://www.cosmeticsbusiness.com/news/article_page/Batiste_becomes_number_one_dry_sha poo_brand_globall y/120420
Jindal, P., Zhu, T., Chintagunta, P., & Dhar, S. (2020). Marketing-Mix Response Across Retail Formats: The Role of Shopping Trip Types. Journal of Marketing, 84(2), 114-132.
Saidani, B., & Sudiarditha, I. K. R. (2019). Marketing Mix-7ps: The Effect on Customer Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 7(1), 72-86.
Shaju, M., & Naser, A. (2015). Marketing plan of teen Shampoo.
Part 2 of 2: The Marketing Mix Analysis for Batiste Dry Shampoo
The 4P’s Model
Product
The Batiste Dry Shampoo is a know brand in the market thus the brand becomes a competitive advantage. This advantage is because consumers know the brand as the best in keeping hair clean, fresh, and healthy. The product packaging is different from those of other substitutes because it comes in a tin can that has different marketing colors that are typically pastel shades. The tin cans are of five different colors that are yellow, green, pink, purple, orange (Donndelinger, 2020). A can of Batiste Dry Shampoo is mostly aluminum, metal, and plastic. Metal can is not common among Lush and Aveda products in the industry. The Crown packaging manufactures tin cans and focuses on safety, innovation, and efficiency. In 2011, the Batiste company launched new packaging for the product where Barraclough Associates have redesigned the whole item range for Batiste Dry Shampoo (Ismail, Haron, Ahmad, Ibrahim, & Darun, 2018).
Barraclough Associates have redesigned the brand such that it can stand out from the salon crowd and compete with Aveda Shampure Dry Shampoo in the market. As the process of redesigning, the Associated noted that the convention within the dry shampoo market is for sanitized packaging with little self-expression for items within ranges. The Batiste product is built on its “inherent quirkiness” (Shaju, 2015). The new Batiste Dry Shampoo packaging design results from the desire to stand out from the range of salon dry shampoos that are emerging which are very “sanitized and corporate-looking.
The leading brands are tropical, floral, blush, cherry, brilliant blonde, original, fresh, neon, and divine dark. These brands are of different sizes; for instance, the original brand is 300ml, Bare Fragrance 350ml. The nature of the brands’ labelling informs a consumer on the chances of being satisfied after purchasing the product (Abidin, 2017). Batiste Dry Shampoo as a hair product line has tried to make the brand more noticeable by the label design that has a variety of attractive colors. The product is of high quality since it is a starched-based item with an innovative no water required plan. It leaves hair feeling fresh and clean. The manufacturers of the product get adequate training and engage in market research to come up with a great brand image.
Price
The cheaper price has given the product a competitive advantage since Batiste Dry Shampoo is of high quality, but sold at lower price compared to Aveda No Dry Shampoo. For instance, cheaper brands include Batiste Dry Shampoo, original, 300ml, costs $9.38, Batiste Dry Shampoo, Divine Dark is sold at $18.37, and Batiste Dry Shampoo, Tropical Fragrance is sold at $6.15 (Shaju, 2015) .Also, the demand and supply, the cost incurred in the supply chain, and competition determine the pricing of the Batiste Dry Shampoo product. If Lush Dry Shampoo and Aveda Shampure Shampoo are priced at a lower cost than that of Batiste, it means Batiste price would need changes to avoid losing customers. Both Lush and Aveda pose a direct competition, hence influences the price set up of Batiste Dry Shampoo.
Promotion
The specialist staff create newsletters and e-mail product’s consumers on which product brand is suitable for them. Salesmen within the distribution stores know the expected product brand and information given to stores. Consumers go online, and the company prescribe the consumer individually on what they need for their hair. Generally, Batiste Dry Shampoo is available online; thus, customers can view online adverts and make their orders. Batiste company advertised “Yes You Can” brand campaign (XXL Volume Spray) that targeted women to make them improve life with the hair and style with confidence.
Further, the Batiste uses TV commercial under tagline “Boss Your Morning” an advert of 15 seconds to market the product. Facebook, Twitter, and YouTube help in promoting different brands of the product such as Batiste Blush Dry Shampoo, Batiste Original Dry Shampoo, Batiste Tropical Dry Shampoo, Batiste Cherry Dry Shampoo (Shaju, 2015). The used tagline is “Yes You Can.” The customer satisfaction service monitors whether the consumers get satisfied with the product. If a consumer is not happy with the product, she gets a full refund.
Place
The product is found in various major retailers such as Rite Aid, Walmart, Target, Amazon, and CVS, unlike Lush and Aveda products that are not well-distributed in the market. Most salons use the product to meet their clients’ hair needs. The company have a section in each of the shops and outlets in which they sell the product, follow the theme of “tropical” and design their stand depending on the sections (He, 2019). Small sections dedicated in each distributing store for Batiste are designed based around the item. The Batiste Dry Shampoo is available at the global level, where it is now available in more than sixty states across the world. The brand leading markets across the world include the United Kingdom, Australia, Germany, China, Canada, and Mexico. These markets make up 94.7% of the recognized international dry shampoo market sales, Batiste Dry Shampoo. The brand aims at getting into the hands of more consumers for them to experience the game-changing product. Worldwide, Batiste Dry Shampoo is available at Clicks, Dis-Chem, and selected Spas.
Conclusion
Conclusively, Batiste Dry Shampoo through 4P’s as competitive advantage has maintained brand and covered large market. The price of the product is a competitive advantage since Batiste Dry Shampoo is sold at lower prices despite the product being of high quality. As a result, the product is highly demanded across the world in countries such as the United Kingdom, China, Canada, and Mexico. Through the use of the Internet and social media platforms, the product marketing strategy has increased sales and promoted the brand as of high quality and the one that meets the needs of customers.
References
Abidin, Z., Harahab, N., & Boimin, B. (2017). Analysis of Marketing Mix on Purchase Decision of Softboned-Milkfish “Mrs. Jeni” in Malang City of East Java. ECSOFiM (Economic and Social of Fisheries and Marine), 5(1), 30-41.
Donndelinger, J. A., & Ferguson, S. M. (2020). Design for the Marketing Mix: The past, present, and future of market-driven engineering design. Journal of Mechanical Design, 142(6).
He, B., Gan, X., & Yuan, K. (2019). Entry of online presale of fresh produce: A competitive analysis. European Journal of Operational Research, 272(1), 339-351.
Ismail, I., Haron, H., Ahmad, M. H., Ibrahim, D. M. N. D., & Darun, M. R. (2018). Cases on Competitive Analysis of Selected Corporate Foundations in Malaysia. IIUM Journal of Case Studies in Management, 9(1), 7-20.
The Media Plan
“Asia Pacific is expected to increase with highest CAGR of 9.4% over the forecast period (2019-2025) because of the rising demand for beauty and natural care products”
– Dry Shampoo Market Size, Share & Trends Analysis Report
Agenda
Identification of the Target Audience
Design the Communication Message
The Media Communication Mix
#E-commerce & Performance Marketing
#KOL Marketing
#Social Media Marketing
#Content Marketing
Promotion Budget
Part 1: Media Plan for Chinese Market
Part 2: Media Plan for US Market
Design the Communication Message
The Media Communication Mix
#Advertising
#Sales Promotion
#Public Relation and Publicity
#Direct Marketing
Promotion Budget
1. Identification of the Target Audience
Part 1:
Market Segmentation
Demographic Segmentation
Psychological Segmentation
Behavioral Segmentation
Identification of the Target Audience
Ladies with long hair over the neck
(Iankova, Davies, Archer-Brown, Marder, & Yau, 2019).
college students and young professionals between 18-30
Perfect for ladies who care about appearance and can easily accept appearance
(Iankova et al., 2019)
2. Design the Communication Message
Part 1:
Connect with Potential Customers
Reach
Engage
Ecommerce Platform Advertising
Place diamond display, direct search and other paid ads inside Taobao and Tmall to recruit more customers
KOL Marketing
KOL cooperation on main social medias to display brand characteristics.
Social Media Marketing
Official social media accounts to cultivate fans.
Content Marketing
Production recommendation, Little Red Book, content generation channels with KOLs to touch potential customers.
3. The Media Communication Mix
Part 1:
E-commerce Platform Advertising
On-site Paid Ads
Diamond Place (CPM)、Pin Xiao Bao、Direct Train (CPC)…
On-site Content Marketing
Recommendation、Must Buy List、Taobao Live Streaming…
Taobao & Tmall are the largest e-commerce website in China owned by Alibaba Group
By combining on-site paid ads and content marketing, directional matching the target audience、competitors、product key words,precise marketing to gain new customer and reach previous customer;through graphic content、short video、live streaming, and so forth of various content marketing method,multi-dimensional brand display、product features and selling points,and increase the conversion rate.
10
KOL Marketing
What is KOL Marketing?
KOL = Key Opinions Leader = Influencer
KOLs become communicators between a brand and its target audience. It leverages word of mouth to achieve promotional effects.
Why using KOL Marketing especially in China?
Builds Trust (Word-of-Mouth)
Homogeneous Audience
Strong ROI (Return on Investment)
More Affordable Than a Celebrity Endorsement
Platforms for KOL Marketing
Blogging platforms
Short video platforms
Live-streaming platforms
Source: Dragon Social Limited
Top 1 KOL in China – Jiaqi Li
Known as the “King of Lipstick” in China
Close to 40 million fans on Douyin (Tik Tok)
He brought Alibaba more than US$145 million worth of sales on 11.11
Once sold 15,000 lipsticks in 5 minutes
In 2019, Li set a Guinness record for “the most lipstick applications to models in 30 second (Huang, 2020)
Live Streaming Sales – Jiaqi Li vs Jack Ma
14
Top 4 Social Media in China
Official accounts need to be created to build and push brand and product awareness to public for fans accumulation. Works with e-commerce platform to promote brand awareness and fan operations in the Chinese market.
15
Social Media – WeChat
WeChat is an all-in-one platform in China, offering everything from messaging to e-payments. KOLs on WeChat are more like bloggers. The content they post is longer and is usually made up of a combination of text and visuals. WeChat KOLs post regularly with most of them either contributing to or managing their own WeChat Official Account. KOL marketing on WeChat is better for more informative content as users are more willing to read.
One unique feature that WeChat offers is KOL advertising. This allows brands to place banner advertisements within the content of a KOL’s posts. Brands must negotiate with KOLs individually to purchase this form of WeChat advertising.
16
Social Media – Weibo
Weibo is the Chinese version of Twitter. With a large and stable user base, KOL marketing on Weibo helps raise brand awareness. According to a report by Weibo with iResearch, 53.9% of all the influencers’ followers are aged under 25.
If your business targets a younger audience, Weibo might be the platform for you. Weibo is a highly visual platform so ensuring that you have high-quality visuals as well as interesting content is very important for success on the platform.
17
Social Media – Little Red Book
Xiaohongshu influencers are a bit more varied when it comes to the types of content that they share. KOLs on Xiaohongshu mostly share personal stories, testimonials, product reviews, or even live-streams. The authentic and relatable content makes it a suitable platform for building brand awareness, trust, and increasing sales.
Like Weibo, Xiaohongshu has a young audience with over 70% of Xiaohongshu’s users being born in post-1990s. However, unlike Weibo Xiaohongshu has a user base that is almost entirely female, with a report from iResearch claiming that over 80% of Xiaohongshu users are female.
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Social Media – DouYin (TikTok)
Tiktok is the #1 short video platform in China, and the first Chinese social media platform to gain any traction abroad. Videos on TikTok have a strict limit on their length, the longest allowed being only 15 seconds!
Due to how short the videos are, content posted on the platform is often seen quickly and has a high potential to go viral. KOL marketing on Tiktok is like viral marketing, better for raising brand awareness and promoting events as opposed to driving sales. Tiktok has an even younger audience when compared to Xiaohongshu and Weibo with 50% of its users being born post-1995.
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Social Media – DouYin
As the top short video platform in China, advertisements to the target audiences through short video content have been the main part of advertising channels for many brands.
Create Short Video Content
DouYin content making mainly divided into 3 categories: Brand Own Short Video Materials(Brand ads、Product video、Live streaming、Outtake)、ordinary people cooperation short video and KOL cooperation short video
Brand Own Short Video
Ordinary People Short Video
KOL Short Video
News Feed Ads
Except for publishing ads from official account to fan(KOL cooperation short video reaches KOL fan, brand could use DouYin news feed ads to reach target audiences.
Content Marketing Examples
Super Recommendation : Taobao
Little Red Book
Weibo
DouYin
Super Recommendation、Little Red Book, Weibo Blog and so forth. KOL graphic content such as outfit and life scenes. Reach the target audiences through KOL fans and public traffic.
From the view of the development trend of content marketing,short video and live streaming will continuously grow in 2020,In addition to the more vivid display of designs and quality advantages,benefit of content marketing is more interactive with fans
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4. Promotion Budget
Part 1:
Promotion Budget
Platform content marketing expense (Taobao) Cost (RMB)
Diamond Place CPM
Super Recommendation CPC
Headline shopping guide 1 article 1000
Headline new product review 1 post 1000
Good product review platform 5 reviews 3000
Micro Taobao recommendations 5 reviews 1000
Micro Taobao subscription 5 posts 3000
Taobao customer community 1 post 1000
Outside platform content marketing expense
PR 100 articles mainstream media release 30000
Little Red Book 150 pieces 40000
Mid-Tier KOL Short Video/Live Streaming 3 post 30000
Total Cost without CPM & CPC 110,000 RMB = 15,565 USD
Article
KOL Marketing: The Key to Success on Chinese Social Media – TDA. (2020, April 9). Retrieved from https://topdigital.agency/kol-marketing-the-key-to-success-on-chinese-social-media/
Explanation of the KOL Marketing
Benefits of the KOL Marketing
Types of KOL Marketing
Social Media Platforms Introduction
How to Choose the Right KOL for Business
Average Price for KOL Marketing
1. Design the Communication Message
Part 2:
Design the Communication Message
Message design starts with research about Church and Dwight Company needs.
Revisits objectives and its positioning to reaffirm outcomes that communication messages will achieve (Mane, 2020).
It is crucial for the company to review already available types of messages to understand the company’s identity, voice, and values.
Once the company is aware of the values, time of focus, and that the target audience is teenage girls. The leaders will come up with various types of messages to deliver information to their customers, investors, and employees (Mane, 2020).
The company should develop a marketing message that figures out keywords and ideas associated with their brands, services, or product messaging.
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Research on company’s needs.
Revisits objectives and its positioning to reaffirm outcomes that communication messages will achieve (Mane, 2020).
Review types of messages which are already available to understand the company’s identity, voice, and values.
Focus on the target audience
Produce various types of messages to deliver information to their target customers, investors, and employees (Mane, 2020).
Develop a marketing message that figures out keywords and ideas associated with their brands, services, or product messaging.
2. The Media Communication Mix
Part 2:
The Media Communication Mix
“Direct marketing, personal selling, advertising, discounts, and promotions are the most prominent elements of media communication mix applied by the company”
– (Samran, Wahyuni, Misril, Nabila, & Putri, 2019)
Advertising
Advertising methods that Church & Dwight Company using:
Internet
Television
Publications
Social media
Radio
Church and Dwight Company employs different methods of advertising to effectively reach the targeted market. The methods include the internet, television, publications, social media, and radio.
Magazines and social media are an effective way to promote Batiste dry shampoo because the age-targeted is between 20 and 30 (Kumar, 2020).
Teenagers who use Batiste are very active on social media and love reading magazines.
YouTube, Instagram, Twitter, Snapchat, and Facebook are effective social media accounts since most ladies’ love surfing YouTube whenever they are bored (Kumar, 2020).
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Advertising
Magazines and social media are an effective way to promote Batiste dry shampoo because the age-targeted is between 20 and 30 (Kumar, 2020).
YouTube, Instagram, Twitter, Snapchat, and Facebook are effective social media accounts since most ladies’ love surfing YouTube whenever they are bored (Kumar, 2020).
Instagram – @Batiste_US
Facebook – https://www.facebook.com/batisteus/
YouTube – https://www.youtube.com/playlist?list=PLfqfCUH6U8DCJ_mLgMFNs69fJKB3rdUfZ
Church and Dwight Company employs different methods of advertising to effectively reach the targeted market. The methods include the internet, television, publications, social media, and radio.
Magazines and social media are an effective way to promote Batiste dry shampoo because the age-targeted is between 20 and 30 (Kumar, 2020).
Teenagers who use Batiste are very active on social media and love reading magazines.
YouTube, Instagram, Twitter, Snapchat, and Facebook are effective social media accounts since most ladies’ love surfing YouTube whenever they are bored (Kumar, 2020).
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Public Relations and Publicity
Methods:
Newspaper
KOL Marketing
Social Media Marketing
Sponsorship to the Events
The company has teamed up with music events and festivals, where it announces competition and offers free tickets to the events (Yulia, 2020)
Sales Promotion
Methods:
Sampling Events
Groupon
Church and Dwight Company has established mutual understanding and goodwill with the public because of the good management of communication and relationships (Chandrasekaran, 2020).
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Direct Marketing
The delivery systems
Emails
Text
Mails
The company uses direct employees in the distribution of dry shampoo to consumers (Kharouf, Sekhon, Fazal-e-Hasan, Hickman, & Mortimer, 2019).
Middlemen have been eliminated; hence direct marketing is used through selected individuals to reach teenage girls and young professionals (Kharouf et al., 2019).
Direct marketing has enabled the Church and Dwight Company to achieve specific actions for selected groups.
The company uses direct employees in the distribution of dry shampoo to consumers (Kharouf, Sekhon, Fazal-e-Hasan, Hickman, & Mortimer, 2019).
The delivery systems used are emails, texting, and mails.
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3. Promotion Budget
Part 2:
Promotion Budget
References
Batiste: https://www.batistehair.com/
Chandrasekaran, S., & Narayanan, S. M. (2020). Impact of Digital Marketing on Consumer Purchase Decision in Madurai City. Studies in Indian Place Names, 40(71), 66-72.
Dry Shampoo Market Size, Share & Trends Analysis Report By Form (Spray, Powder), By End User (Men, Women), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 – 2025 https://www.grandviewresearch.com/industry-analysis/dry-shampoo-market
Huang, A. (2020, March 9). Who is Li Jiaqi, China’s millionaire ‘Lipstick King’? Retrieved from https://www.scmp.com/magazines/style/news-trends/article/3074253/who-millionaire-li-jiaqi-chinas-lipstick-king-who
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169-179.
Kharouf, H., Sekhon, H., Fazal-e-Hasan, S. M., Hickman, E., & Mortimer, G. (2019). The role of effective communication and trustworthiness in determining guests’ loyalty. Journal of Hospitality Marketing & Management, 28(2), 240-262.
KOL Marketing: The Key to Success on Chinese Social Media – TDA. (2020, April 9). Retrieved from https://topdigital.agency/kol-marketing-the-key-to-success-on-chinese-social-media/
Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns: practices, challenges and opportunities. International Journal of Business Innovation and Research, 21(4), 523-539.
Mane, S., Raskar, M. A., & Devkate, M. A. (2020). A Study on Impact of Online Marketing on Real Estate Business with Special Reference to BVG Nivara. Studies in Indian Place Names, 40(26), 187-198.
Samran, Z., Wahyuni, S., Misril, M., Nabila, R., & Putri, A. (2019). Determination of Digital Marketing Strategies As Effective Communication Techniques For GoOntravel Brand Awareness. Journal of Research in Marketing, 9(3), 752-757.
Yulia, R., Yuniastuti, R. M., & Astuti, H. W. (2020). IMPLEMENTASI PENGAMPUNAN PAJAK (TAX AMNESTY), UNDANG-UNDANG PERPAJAKAN, DAN SANKSI PERPAJAKAN TERHADAP KEPATUHAN WAJIB PAJAK ORANG PRIBADI DI KPP BANDAR LAMPUNG. Jurnal Bisnis Darmajaya, 6(1), 1-11.
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