Essay on Marketing Mix of Shampoo

2769 Words Dec 13th, 2011 12 Pages
Product
BaWang Man’s Anit-hair Fall Shampoo

Introduction

The BaWang Man’s Anti-hair Fall Shampoo combines ancient Chinese wisdom with modern pharmacology and biotechnology to bring optimum hair care results to consumers. And this is effective to prevent the hair fall problem.

Market Segmentation

1. Demographic segmentation

Age: Over 30 years old

Gender: Male

Income: Middle income level

Race: Chinese???

2. Psychographic segmentation - Lifestyle

The people who trust Chinese herbs more than western medicine and avoiding chemical products.

3. Behavioral segmentation - Benefit

The customers can prevent hair fall after used this shampoo. They can have greater confidence and better image since he would not
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For types of intermediaries of BaWang, I think BaWang is using selective distribution because they use of more than one, but fewer then all, of the intermediaries who are willing to carry the company’s products.

4. Promotion

Promotion means the activities that communicate the merits of the product & persuade target customers to buy it. Now, I will analysis the 3 products in 5 aspects, they are Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Marketing

(i) Advertising

BaWang Man’s Anit-hair Fall Shampoo uses the common non-personal communication channels. The company uses its company’s website for customers to browse and search the information of the shampoo. Moreover, it also uses TV commercial to promote the shampoo to public. (Show the YouTube, http://www.youtube.com/watch?v=_RzebCOeb_A&feature=related). Besides, it sponsored a TV show called: When Lanes Merge (情越雙白線) in 2010. Rather than that, BaWang Man’s Anit-hair Fall Shampoo has advertisement in magazines too.

(ii) Sales Promotion

BaWang Man’s Anit-hair Fall Shampoo offers a little bit special discounts to its customers. For example, the shampoo sold from Mannings, the original price is $159.9, it lower the selling price to $139.9. This can attract customers’ attention on this product.

(iii) Public Relations

There was an earthquake happened in Sichuan on 12th may, 2008. The CEO of BAWANG Group, donating

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