The market today is very complex with the existence of numerous products and services. All these products are manufactured by various firms and companies who use different measures to promote and create awareness about their products so that the customers can learn about the product and purchase them. The various techniques, measures and methods to promote and publicize the products are termed as advertising (Aaker & Biel, 2013). Advertising is even more important for the promotion and marketing of products in a market where there exists same types of products of different company. In this regard an effective advertising campaign will help to distinguish the products from all others by highlighting the uniqueness and specialties (Moriarty et al., 2014).
It is aimed at providing information about the product to the target audience.
Advertising is designed keeping in mind the marketing strategy.
Advertising is a creative task of promoting the products.
Ads must represent the mission of purpose of the product and the vision of the brand.
It must be appealing to the target.
It must be cost effective.
The product is the main subject of any advertising campaign. It is the product about which the campaign is to be made keeping in mind the unique features of the product. The product here is a gel for hair. The name of the hair gel is ‘LE MUREX’. Gels are used to style hairs in ways and patterns by holding the hair in a particular hairstyle. The gel holds the hair in a set pattern giving the desired look. The use of hair gel dates back to the times of ancient Egyptians who used gels to harden the hairs of the mummies and the Greek civilization (Armani & Del Buono, 2015). In the present times with the development of hair and personal care as an industry customers want to groom themselves up in professional manner in the hands of hair, personal and make up professionals. Hair gels are widely used by customers varying from teenagers to adults and students to working professionals.
Presently there are a number of brands which are producing which are producing hair gels in the market like Loreal, Park Avenue, Biotique, Set Wet, Brylcream, Schwarzkopf, Jolen, Gatsby and American Crew. In 2015 the hair care products constituted 18.4% of the market in France with a value of $2.2 billion. Over the past few years, exports of personal care items to Africa, China, and Singapore from France have yielded profitable outcomes. These results are expected to grow more in the developing countries too in the near future. (Export.gov., 2016).
The unique selling proposition of a product refers to the feature of the product that differentiates it from all other products of similar nature existing in the market. It is very important in an advertising and marketing campaign as it underlines the answer the frequently asked question- ‘why should I buy this product?’ or ‘how is it different from the product I use regularly?’. USPs are very important to achieve creative excellence in a marketing strategy (Kiel, 2014). It also explains to the customers what are the benefits or advantages of investing into the product (Serrat, 2017).
Natural ingredients: The hair gel, Le Murex is a product manufactured from natural ingredients like cedar pine oil and linseeds. Each of these ingredients is natural and is very good for hair growth, strength and volume. Cedar oil is derived from the wood of Cedar trees through the process of steam distillation. The oil has medicinal value and functions as an antiseptic too. Palm oil is derived from the red pulps of the fruit of palm trees. It is a rich source of fatty acids, Vitamin E and glycerol and is used in cooking as well. Linseeds, popularly known as flaxseeds are used to obtain oil from the dried ripe seeds of flax. The oil derived is a very good source of Vitamin E and fibers and helps in hair growth, thickness and premature graying of hair (Ribeiro et al., 2015).
One step solution: The use of natural ingredients in the manufacturing of the product has made it a single solution for multiple hair problems like hair fall, less volume, lack of nourishment, less strength, luster and hair graying apart from helping to stylize hairs (Armani & Del Buono, 2015). Le Murex is rich in nourishing the hair with minerals and vitamins helping stylists to style hairs in the most professional way without the fear of hair damage.
No synthetic chemicals and polymers: Synthetic chemicals, chemical solutions and polymers widely used in hair gels to add viscosity affect the scalp and hair (Peffly et al., 2016). Le Murex is manufactured through scientific manufacturing processes avoiding the use of such artificial components. The entire processes of production and packaging is done in a standard scientific production outlets maintain all regulatory standards. While making the claim authenticate certification from a registered and standard regulatory authority can also be cited as evidence that can prove that the product is devoid of any hazardous substance (Kitko et al., 2015).
In order to introduce the new brand of hair gel the target audience need to be identified and then segmented. The target consumer bases of Le Murex are the customers who use hair gels in the personal care market of France as well as the international markets. The customers can be segmented into different layers to understand the customer needs properly (Weinstein & Cahill, 2014). They can be segmented as- Teenagers
Hair stylists and salons
Working individuals, businessmen and professionals
Stores and shops that keep hair care products
Le Murex, the hair gel will satisfy the needs of hair care and nourishment for the target audience. Teenagers and youngsters prefer to style themselves up in the trending fashions. The hair salons and stylists want to offer services using the best products for their customers simply because it is a personal care industry. Similarly working class, businessmen and entrepreneurs also use hair gels to give them a more formal and well groomed look. Therefore, by targeting these groups of customers Le Murex can achieve good profits by satisfying their needs.
The drivers of a communication plan are the aspects that create the need for the product among the customers. The drivers that will make the customers purchase Le Murex hair gel are:
It will help stylize and smooth hair in a professional way
It will also help in nourishment of hair and is free from the dangers of hair loss, dry scalp
It is manufactured from all herbal products without any synthetics.
The information that needs to be communicated to the target base is what consists of the message. The message of the product in this context is the distinct promotion or advertisement of Le Murex to its customers. The information about the products, the benefits and the specialties of the product should be included in the message. It must be clear and must address the specific needs of the target audience.
The message will consist of the marketing mix of 7Ps of product, people, price, promotion, place, processes and physical evidences. Marketing mix refers to the confluence or intermixture of seven key elements to develop a strategy to market a product. This concept of marketing mix was developed by E. Jerome McCarthy in 1960. Since then this has been widely used in marketing and advertising practices. The marketing mix understands how dynamic the producer-customer relationship is in today’s complex markets. It also stresses on the importance of understanding the different important factors that govern the marketing strategies.
People: The work force or all the employees involved with the production, packaging, distribution, promotion and sales of the products. Customer base of teenagers, hair stylists and salons, working individuals, employees of shops and stores selling hair care products are also the people involved in the process. The content writers, creative writers, designers, cartoonists, customer relationship managers, visual artists and online experts are also involved.
Price: The pricing will be relatively low to increase sales in volume as it is a new product. Gradually the policy of competitive pricing can be adopted to compete with the existing market rivals.
Promotion: Print advertisements in billboards, newspapers and magazines, audio visual ads in television and internet and through in-store sales promotion and own official website. Locations identifying higher availability of the target customer base should be used.
Place: The domestic market of France as well as international markets. France is an undisputed world leader in the field of cosmetics industry. French perfumes and cosmetics are known worldwide for their attributes of high quality and display a class of its own. French personal care products including perfumes and skin and hair cosmetics are used by experts, stylists, fashionistas and celebrities world over. The popular brands like L’Oréal and Louis Vuitton Moet Hennessy or LVMH, dominate the very competitive personal care market of France.
Processes: The product can be bought from the retail shops, departmental shops and direct showroom of the product. The product will be manufactured, distributed and sold in a well organized structure with trained employees, marketers and sales personnel.
Physical evidences: The product will be launched after a proper clinical testing in laboratory. After thus there will be test launch in which the product will be sold to a randomly selected sample of customers and the results gathered from their experience is evaluated. The result will prove whether the hair gel is really satisfying the needs of the target or not. The results can be used as evidences assuring the quality standard of the product.
The personal care industry produces products which are not free from the ill effects of substances that are likely to be hazardous to the human body. Therefore it becomes very important for the products to be clinically tested, verified and satisfied by a regulatory authority that sets out different rules and norms for adherence to the companies manufacturing such products. Most of such substances have toxic properties that harm and damage the body (Taylor & Senac, 2014). Therefore, the proposed hair gel Le Murex, should adhere to the European Union Cosmetics Regulation Act, EU 1223/2009 of 2013 which was earlier based on the act of 1970 (Geiger, 2014). The act clearly defined cosmetics and explained the acceptable scientific standards of ingredients used in the manufacturing process. The Act also outlined the obligations, rules and standards to be met while manufacturing personal care products on the part of the manufacturers or companies.
The product must also adhere to the conditions set by the Statutory Instrument 1996, No 2925 of the Cosmetic Products (Safety) Regulations, 1996 and the Statutory Instrument 1994 No, 3247 of the Chemicals (Hazard Information and Packaging for Supply) Regulations, 1994 (Hairscientists.org., 2016) .
Advertising campaign is promotional activity undertaken by a company or firm to publicize and promote its products and services. The medium of marketing communications has originated from media like print and electronic media and later on to the online platforms. Consumers in the present times are transforming and changing interest to purchase through online platforms and are also seen gathering reviews about the product even before making purchase decisions. Such trends are evident of the fact that customers tend to trust the reviews of their friends, relatives, colleagues and contacts in social media even over the advertisements displayed before them by the manufacturing firm or company (Moriarty et al., 2014).
Advertisements help in building awareness among its customer base through different stages using the AIDA or Heirarchy of needs model of advertising. AIDA stands for Attention, Interest, Desire and Action. This model is highly used in marketing and advertising approaches to draw customers towards buying or investing in the product in a series of stages right from getting the first piece of information about the product to the moment of purchasing it (Wijaya, 2015). The different stages of the campaign can be very well explained in the following manner:
Attention: In this stage the customer will come across the product or any information about the product for the first time (Hassan, Nadzim, & Shiratuddin, 2015).
Interest: The customer develops a liking or interest after knowing about the benefits or opportunities provided by the product.
Desire: The knowledge about the benefits of the product makes the customer develop a positive attitude towards the product leading to a favorable position to own it.
Action: The customer responds to the product by making a trail of the product or buying the product.
The communication campaign will consist of series of messages promoting the product. The message will be communicated in the form of advertisements using catchy headlines, tagline explaining the essence of the product with the use of graphic images, characters, music and audio visual features.
The content of the advertisement refer so all the text, verbal, visual, audio, multimedia and technological components that the message contains and intends to convey to the audience (Asley & Tuten, 2016). The advertisement will be designed in the form of a commercial explaining the benefits of the product Le Murex in an attempt to draw the target customers towards buying the product.. Celebrities, sportsmen, famous entrepreneur can be used for the endorsement of the product. The content of the advertisements also vary from channel to channel depending on the need of the chosen channel to communicate the message. But it is also to be born in mind always that the ultimate aim of any content in advertising is to give the maximum information about the product to its customers to achieve profitable results (Fennis, & Stroebe, 2015).
Tagline: This is a very important part in any advertisement as it represents in front of the target audience the mission of the company and its long term vision as well (Kalro, Sivakumaran & Marathe, 2017). The tagline used in case of Le Murex is- ‘Style your hair with care!’. This tagline reflects the importance being given to not only the style quotient but also the promise of the company to deliver it in combination with providing nourishment solutions to hair.
Nature: Advertisements can be built keeping in mind the channels in which they are promoted. The print advertisements can be the image of the product with the brand name and tagline along with a few features of the product.
Other nature of the advertisements can be such where a celebrity endorses the product Le Murex testifying that he or she has used the product and have achieved the good and positive results promised by the brand. Use of audio and video image of the celebrity talking about Le Murex along with an associated jingle or background music that is appealing can be used.
Use of different social media: The advertisements can also be published in the social networking sites, blogs, online media groups and e-commerce sites. This will explore the possibilities of using the promotional strategy to reach all channels and make the brand have a much wider reach (Pavlou & Stewart, 2015). The online advertisements can be also made very interactive by using different multimedia sources. Studies have revealed that customers in the modern times react or behave more positively to the interactive online advertisements more in comparison to other sources (Knoll, 2015).
Advertising campaigns are likely to have there are own limitations be it in the print, electronic or online channels (Campaignlive.co.uk., 2017).The product is supposed to enter into an industry where there already exist big brands. The competition is therefore likely to be very tough with constant threats from other brands of local or smaller businesses as well as foreign companies. Moreover, the brand is using palm oil which was originally cultivated as a subsistence crop for as a part of the agricultural tradition of the countries producing it but now, the crop is mainly cultivated as a plantation crop. The global demand for the crop has also risen and hence care also has to be taken in this regard. The environmental impacts of deforestation, soil erosion, pollution and endangering rare species for converting forests into lagre plantation sites of palm trees is also a point of concern (Panda.org., 2017). Apart from this the pricing policy also has to be taken great care of as there are a number of hair gels in the market produced by popular brands.
Conclusion
The need of advertising for launching a new product in the market involves a great deal of planning, precision and research. The different stages of the campaign are to be design with utmost clarity so that the product is launched successfully. The product, the message to be communicated, the channel to be chosen, the strategy, the target audience, the pricing policy and the information on the existing competitors in the market is necessary for designing the entire campaign. The advantages and disadvantages of the various channels for communicating the message are also to be examined properly so that the product reaches its target audience without fail. The target audience should also be understood well by dividing them into layers to help analyze the distinct characteristics of the requirements of each of them. The limitations of time, resources, labor and technology are also to be acknowledged to make the campaign productive and profitable. The environmental concerns should also be taken into consideration.
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