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Introduction: 3
Positioning: 3
Benefits Positioning: 5
Direct Marketing:- 9
Sales Promotion:- 9
Proactive Marketing Public Relations:- 9
Sponsorship marketing:- 9
6.0: Evaluation and Control 10
6.1: Outline Evaluation / Tracking Techniques. 10
6.2: Demonstrate Possible Corrective Action Scenario. 11
Conclusion: 12
Introduction:
Ascience Inner Rich Shampoo has a
growing market in Singapore. This is the right time to analysis its
brand value through proper marketing. No product will make a successful
impact if there is a resemblance in the competitive market. So the
proper integrated marketing communication is required for any newly
launched product. In this report, hair care market saw sales growth of
4% in 2014 which is as similar in 2013 (Starcevic, 2013). Consumers are
find alternatives in a very short span of time and experiment different
product in hair care business,
such as perms, coloring. So the Ascience Inner Rich Shampoo has a big
challenge to positioning, developing of creative idea and structuring
the details IMC activities.
Positioning: 
Figure: Perceptual Mapping of KAO Asience
(Source: Roger, 2013, p.75)
The Asience shampoo made specifically
for the use of heavy hair and hair that go through from complexion,
styling and drying. Accommodate essential aspect of soy and pearl
protein, which modernize hair that has lost protein. Camellia oil and
ginseng also included in this shampoo, which is maintained the moisture
(Shimp & Andrews, 2013). Eucalyptuses also protect the hair and
improve lost shine. It comes in two sizes smaller bottle and larger
bottle. It becomes pump dispenser for shower, plus economical refill. In
Amazon.com provides the shampoo and conditioner set in regular size
bottles-220ml in Rs. 4000-5000. So that this product price is high and
as well as quality. Because customers are very much satisfied with this
product and they noticed that, the results are instant. They also were
saying that this is the product, which cleans effectively without drying
out the hair (Jefkins, 2012).
| Price | - KAO Asience Inner Rich Shampoo:530ml Pump Dispenser for $20.99
- Shiseido Tsubaki Shining Shampoo:550ml for $15.00 - LOreal Inner Rich Moist Shampoo:480ml for $14.92 |
| Availability in market | All the three product are sold through online marketing and supermarkets. |
| Promotional efforts | Promotional efforts by KAO Asience Inner Rich Shampoo has been not been in a aggressive manner as compared to Shiseido Tsubaki Shining Shampoo. This is because the company sales its products to only high level markets. However, the there is also advantage for the company because they make the product for large segment and that covers almost the age between 18 to 55. The company also provides several offers such as Kao Asience Inner Rich Shampoo and Conditioner set for $25.99 only. |
| Popularity | This is based on the market share of the brands: KAO Asience Inner Rich Shampoo – 5%, Shiseido Shining Shampoo – 8.4%, L’Oreal Inner Rich Moist Shampoo – 14.96%. |
| Ingredient | KAO Asience Inner Rich Shampoo contains natural essence of the soy and pearl protein, which never affects the hair. The other brands do not contain this type of the ingrediants. However they Loreal also states that in seven days they can provide the result to the consumers. |
Attribute Positioning
Product related:
| Size | 430ml and 530ml bottle packaging |
| Colour | Bright yellow and light golden |
| Design features | Contains natural essences of soy and pearl protein, which revitalize hair that has lost protein. All these factors attract to the consumers which is beneficial for the company. |
Non-product related:
| Price | Keep prices at $15.00 for 550ml sized bottle, and $14.92 for 480ml sized bottle |
| Packaging | The colour of the bottle should attract female consumers of the KAO Asience Inner Rich Shampoo. Bbottle should be made of plastic, which can be recycled. |
Benefits Positioning:
Loreal natural is formulated mainly from
natural ingredients with no side effects and can handle the damages.
The customers are more in demand this kind of product for natural growth
and shine. Pantene previously used hard chemical which damaged hair in
the long time and this type of complain made their sales volume down in
the previous year (Russell, 2015). The price benefits are also taking
into consideration. Ascience Inner Rich Shampoo needs to concentrate
this herbal extract into their business and maintain the low price in
the initial stage of marketing. Because these rival products have
already a strong customer base and brand value among the retailer. So
creating a position is a big challenge for this company.
The hair product in Singapore market
research study includes detail segmentation of local and foreign
products, previous volumes, year’s forecasts market trends and market
growth. Therefore, positioning of Inner Rich shampoo is possible if the
company concentrates mainly on unique features which are never unfold by
the rival company (Paliwoda et al. 2013). Lot of research are required for integrated marketing for this newly launched product in Singapore.
To maintain long lasting relationship
with customer it is required to maintain the brand reputation. The
shampoo is the daily use material, which needs to be experiment by the
dermatologist on regular basis.
Current Brand Evaluation
In today’s day-to-day life, current
brand evaluation plays a very vital role about the 4p’s about the
product. Because the 4p’s is the strategies that are adopted by the
Ascience Inner Rich Shampoo which are as follows:
Product: The current brand
evaluation of KAO Asience Inner Rich Shampoo is made for the judgmental
about the amount, number, or value of products. It is the Japanese
product that works for the requirements of thick hair and hair that
suffers from perming, drying, styling, braiding and coloring.
Price: The current price of the
KAO Asience Inner Rich Shampoo of Japan of the 530ml pump dispenser is
$20.99. Whereas the Asience Inner Shampoo of the Singapore of the 530ml
pump dispenser is $22.99. This is because the manufacturing of the
product is done in Japan and where as the price of that shampoo
increases in Singapore due to the transporting charges.
Place: The Asience Inner Rich
Shampoo is popular in the Metro cities because the Asience Inner rich
Shampoo is a very big brand and promotes its product through online
activities and in metro cities only, which are located all over the
world.
Promotion: It plays a very
crucial role in the Current brand evaluation because it deals with the
communication process. This will be the beneficial for the Asience Inner
Rich Shampoo. Today the company is promoting its product through
online, which is very profitable for the company. For example, various
types of apps such as Amazon.com and SunnyMarts.com etc promote the
Asience Inner rich Shampoo.
Current brand evaluation is made up of
customer needs and wants. Where there is the equivalent of the products
in the market, there should be the minimum price and cost from the
market, convenience of the place for the customers and communication of
the promotion should be nicely performed through which it should be easy
to understand for the customers (Lee & Sirgy, 2015).
Development of Creative Idea
Kao has many products and among these many products one of the most important products is the Asience Inner Rich Shampoo.
The beauty products by Kao has the largest sale in the market, almost
46.1% of their profit comes from the beauty care products sold by Kao in
the market. Asience as an important brand emerged as an important brand
in the year 2009. The retailers have a very high expectation with this
brand and it has targeted customers of around 18 to 55 years of age, who
have problem with their hair but have very little time to make their
hair nutritious and dazzling.
| Primary Target Audience Females either who are schooling or who have just entered the workforce | Secondary Target Audience Females mid-way through their careers, might have a family | |
| Demographics | ||
| Age Range | 18-30 | 30-55 |
| Estimated % of population | 15.2% (Sings tats 2014) | 9.6% (Sing stats 2014) |
| Income | Generally low | Generally High |
| Phychographic | ||
| Activities | Technology through online, Constant reading of fashion magazines, Shopping through online | Having a family and various responsibilities to follow |
| Interest | Having interest in eye catching, through media, And should be colourful to attract the consumers Main Concerns: expressing themselves, security | Interested in their families and material goods MainConcerns: confidence, image, security |
| Behavioural | ||
| Persuasive Power | High towards both peers and parents | High towards peers, children and family |
| Initiators | Generally friends or peers | Word of mouth, mass media, and social media |
| Influencers | Family members, friends, certain celebrity endorsers or role models | |
| Decider | family members or friends | |
| Purchaser | family members or friends | POP, in-store promotion |
| Users | family members or friends | POP, in-store promotions |
Opening New Offline Stores
Asience is a product which is very well
known to the Singapore market but the problem with this product is that
they are only available only in the online market. There are many
consumers who do not prefer buying things from the online store because
they can neither touch nor feel the product. So, Asience could have
kiosk in the shopping mall where they can allow the people to have the
sample of their product, which they can have at free of cost. They
should ask these people to use it and give them a feed back. Moreover,
they could also make their product available on the different online
stores, so that their products are easily available to those people who
do not prefer online shopping.
Russell (2015) believed that the
physical appearance of brand also plays an important part here. The
physical appearance of the brand is treated as the backbone of the
brand. Thus, the Asience shampoo should have a good appearance
especially if it is being sold on the different stores. The shape of the
bottle of the shampoo that is why is also an important factor. The
traditional shape of the bottle thus at times plays a very important
role. Most of the people most of the time could recognize and prefer the
traditional shape. Asience Inner Rich Shampoo bottle’s traditional
shape is also very well known to its online customers. If Asience has to
launch the product in a new bottle then it could do that without much
modification; then it could have both its old and new customers.
According to Olajide and Meroyi (2014),
Asience should always have a communication with its consumers, so that
they can have the consumer view and could improve their products
according to their needs. Asience should reflect the kind of customers
they are targeting. A particular brand reflects a particular set of
customers, and their culture. Asience Inner Rich Shampoo should be in
those stores that are there in the college and the offices, where
Asience have the availability of its targeted audience (Puška, 2013).
The brand person of Asience Inner Rich Shampoo should also be an image
of the person with whom the targeted customer of Asience could easily
relate themselves (Gertner, 2012). The creative strategy
suggested here could easily make Asience as a more available brand to
the people. The brand awareness will also increase and people will very
easily get to know about this brand following this strategy.
Selection and integration / Mock-ups of Other IMC Activities
Point of purchase:-
Pop can vary from person to person
because every person has its own needs and requirements, which is
fulfilled by the different products of the company. For example the KAO
Asience Inner Rich shampoo produces different types of the products
which are adopted by the different group age peoples.
Direct Marketing:-
It is a very essential and crucial stage
for any organizations such as an Asience Inner Rich Shampoo because in
this field the organization can directly interact with the customers
through different media such as cell phone, text messaging and email,
online ads on Facebook and door to door selling products and services.
These are the major steps that could help the organization to establish
them in the current market (Borgatti, 2010).
Sales Promotion:-
Sales promotion also plays a very
important role for selection and integration. Different types of offers
could be given to the consumer and feasible distribution channels would
be helpful to promote the sales of Ascience Inner Rich Shampoo. On the
other hand, on purchase of bulk amount of products at fixed amount a
trip is allocated to the distributors such as Malaysia, Bangkok and
Singapore etc (Crowther, 2010).
Proactive Marketing Public Relations:-
It would help to build up the publicity
of Asience Inner Rich Shampoo. Maintaining the marketing public relation
would be useful in enhancing huge brand image of the product in the
market and. Apart from that, the company should be proactive in order to
beat their competitors and moves forward and ahead from the other
company (Department, 2013).
Sponsorship marketing:-
The product Asience Inner Rich Shampoo
of Kao would play a vital role in sponsorship marketing. It is known
that shampoo products are highly preferred young generation and the
young generation are generally watching the shows and visiting the place
where sponsorship is done. Therefore, through sponsorship of the
products, the company would be able to increase the sale of product
(Etgar and Rachman-Moore, 2010).
Cause related marketing:-
Through the sales procedure the Asience
Inner Rich Shampoo can increase, its profit. And by sharing its profit
to the charity and social welfare. The company can easily be promoted
and advertised among the consumers. It will also help the Asience Inner
Rich Shampoo to become a Brand among the consumers.
6.0: Evaluation and Control
6.1: Outline Evaluation / Tracking Techniques
Tracking is required to understand the
needs as well as requirements of the customer base (Puška, 2013). As the
product is, a shampoo named as Ascience Inner rich shampoo, so its
target customers are mostly the young generation who are interested more
in experimenting with new products (Olajide and Meroyi, 2014). With the
change in fashion, there is urgent need to track the information of
customers with the help of surveys as well as face-to-face interview.
Brand awareness is required that will create trust as well as confidence
among the customers and they will effectively spread good word of
communication with their friends as well as relatives (Paul, Haridas and
Srivastava, 2015). In order to maintain inventory, company need to
track the actual requirement of the customers and that is possible with
online survey.
Qualitative and quantitative research technique
The qualitative and quantitative research techniques can be used to monitor the IMC campaigns. Qualitative research technique:
By using qualitative the company can get details idea about impact of
IMC campaigns and how customer are influenced by the campaigns. The
company adds a various types of the pearl protein and soy to just
improve its quality, which repair hair that has lost protein.
Quantitative research technique:
Quantitative technique also helps the organization to get statistical
data about their IMC campaigns. Apart from that, with the help of
quantitative research technique company can understand the current
market scenario. It has found that IMC campaigns by KAO effects 45.15%
customers, that is why their promotional activities are less than any
other competitors.
In case of qualitative research
technique, the company can use interview technique over telephone or
face-to-face conversation. On the other hand, survey can be used for
quantitative data analysis. Through survey and interview technique, the
company can understand what are the requirements that need to improve
the products’ quality. As per feedback, they can know the performance of
the product in competitive market as well as customers’ opinion about
the products and promotional strategy of the company. The company can
make a plan for survey and interview in every quarter so that they able
to understand the customers test and preferences for the products. By
using quantitative research technique, they can track their sales and
profit that also helps to understand the brand preferences among the
customers (Ragin, 2014).
6.2: Demonstrate Possible Corrective Action Scenario
While carrying out any campaign,
sometimes different types of issues are faced and it is essential to
solve the different issues. The different processes for solving these
issues are stated ad follows:
- Specify the target segmented market before carrying out the campaigns.
- Specific places are to be chosen while carrying out the campaigns as place is considered as one of the major factors that are essential to be solved.
- Point out the effective and the appropriate strategies based on which the campaigns are to be carried out.
- Using the proper channels of campaigning must be followed. That means the most popular medium of campaigns are to be followed to make the activities successful.
After carrying out the entire
campaigning strategies, it can be stated that the companies must make
proper strategies to make sure that the campaign process is essential to
make sure that the products are reached to the customers. It is also
important to convey the message of the company and the product in the
right manner and in effective way. It is also necessary to ensure that
the campaigns are held in timely manner. Keeping a track of the
marketing and advertising strategies of the rival companies is essential
to ensure that the product is able to reach the profitable situation.
For example, the company can take various types of the corrective
actions to demonstrate the scenario of the product by using the “AIDAS”
theory of selling. Which are as follows:
1) Sequencing attention: The goal
here is to put the prospective and objective into the customer mind.
Thus, the first few minutes of the conversation are crucial. The sales
department must establish good rapport at once. The sales person should
have “good conversation openers” to make a favorable first impression. A
good sales person conversation opener element the anticipation to
response and sets the stage for the total Scenario.
2) Gaining interest: The second
is to gain the interest of the customer. So that the consumers should
react towards the product. Sometimes selling people try to generate
hints by asking revealing question.
3) Kindling desire: The third
goal is to kindle the desire among the customer. The sales person should
move the conversation so that the customer should not be distracted
from the product. In this case, there may be obstacle from the customer
side. However, the sales person should now the way to come out from that
and should provide the satisfaction to the customer.
4) Inducing action: If the
Scenario is perfect, the prospect is ready to act- that means to buy.
However, buying is not automatic and as a rule must be induced. It is up
to the sales person to sense when the time is right. However, the sales
person should be straightforward for asking the requirements and
satisfaction of the customer.
5) Building satisfaction: This is
the last stage where the satisfaction of the customer is justified.
Because after the sale has taken place it does not mean that, the job of
the sales person is ended. Whereas the job begins from here, the sales
person should maintain the satisfaction of the customer by giving proper
service. Therefore, that customer should have a long-term relation with
the company. This is profitable for the company during the campaign
(Meriçli et al. 2012).
Conclusion:
In this way the Ascience Inner Rich
Shampoo can create their position and increase the sales volume in the
long run. The profit margins need to be increased compare to the L’Oreal
and Pantene which are the dominating position in Singapore. The
campaign budget needs to be followed and maintain the working capital
for the future provision and contingencies. In this way, the creative
ideas are applied for develop something new, unique and different from
the other product.
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