Saturday, October 5, 2019
Palmolive - Target Market Identification Report Essay
Palmolive - Target Market Identification Report - Essay Example Marketing mix model focuses on specific parts of a firmââ¬â¢s marketing strategy. The product is one of the basic elements of this strategy. By promoting a particular product, a firm needs to consider primarily the following two issues: a) would be the development of existing product a priority or b) emphasis should be rather given to the increase of the firmââ¬â¢s share in the targeting marketing? In the second case, the firm should try to introduce new products while in the first case the characteristics of a firmââ¬â¢s product should be rather highlighted through appropriately customized marketing strategies. In the case under examination, the first strategy would be rather used, aiming to emphasize on the advantages of the firmââ¬â¢s specific product, the Palmolive natural shampoo vibrant color in regard to the targeting market, i.e. the Australian market. On the other hand, Dibb et al. (2008) note that the term ââ¬ËProductââ¬â¢ as part of the marketing mix mode l, refers to a series of issues, including the ââ¬Ëquality awareness, the product image, the value and the quality of the product but also the product performanceââ¬â¢. The marketing policies used by a firm in order to support the performance of one of its products have to refer to the above qualities/ needs of the product, the promotion of which is the targeting market will be attempted.In the case under examination, the marketing strategy of the firm in regard to the specific product would be additionally influenced by the following facts: the Palmolive natural shampoo vibrant color.... 2008, 94). The marketing policies used by a firm in order to support the performance of one of its products have to refer to the above qualities/ needs of the product, the promotion of which in the targeting market will be attempted. In the case under examination, the marketing strategy of the firm in regard to the specific product would be additionally influenced by the following facts: the Palmolive natural shampoo vibrant colour has been introduced in order to meet specific needs ââ¬â the needs of people with colored hair for increased hair care and protection (Colgate Palmolive 2011). More specifically, the above shampoo helps towards the recovery of hair damaged by the colour treatment; in the specific product, a combination of UV filter and Avocado extractsââ¬â¢ (Colgate Palmolive 2011) has been used aiming ââ¬Ëto ensure the quick recovery of hair damaged by color treatment but also to ensure the increase of life of colored hair and the improvement of quality of color ed hairââ¬â¢ (Colgate Palmolive 2011). It should be noticed that a conditioner is available by the firm in order to increase the benefits/ effects of the specific shampoo. The package of the above product can be characterized as satisfactory proving clear information on the content and the qualities of the product; moreover, the use of different color in the productââ¬â¢s packaging ââ¬â compared to the other products of the firm ââ¬â helps to distinguish the specific product among the others of the same firm but also among other products with similar characteristics. 1.2 Current Pricing The price of the particular product can be characterized as of an average to low level ââ¬â compared to the price of similar products of its competitors (Leader et al. 1990).
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