Strategic Marketing Plan For Head & Shoulders Shampoo

Identify the target customer or market you want to reach.

Estimate the size of the target market, its key players, and expected long-term growth.

Explain how you plan to position and communicate the product offering in the market based on data gathered by listening to and monitoring the target customer/market (what they say about your product, your competitors, and your industry).

Examine the promotional strategy of your specific product.

Identify and explain the metrics for measuring effectiveness of implementing the e-marketing strategy.

Marketing is a form of communication between buyers and sellers. It also implies the transfer of ownership of products and services from one person to another; in order to satisfy customer. Each and every company have to set and design their marketing plans in a strategic way while considering the current market trends and ongoing customer demands (Ozkan, 2015). Every company whether it is small scale or large scale; it has three basic motives which includes sales maximization, profit maximization and customer satisfaction (Pavlou & Stewart, 2015).

In this report, the name of the company is taken as Procter and Gamble (P&G). The company produces and manufactures varieties of products which generally include cosmetics, hair care, household, skin care, laundry garments, healthcare products and feminine hygiene.  In this regard, the variance of cosmetics products has been duly considered. The name of the product is Head & Shoulders Shampoo.

The identification of target customers or market is totally based on the market and customer segmentation. The head and shoulders shampoo product have a huge range of target market (Weinstein, 2014). The company deals with the baby care products, health care, and personal care products related to each individual. The products have the following customer ranges:

• The company target on the middle up class customers.
• The core target of the organization is women and children.

The core strength of the products delivered by P&G is diversification of the brand portfolio (Bull et al., 2016). Except this, the research and development section related to the products provide competitiveness to the competitive market. Globally distributed business provides the strength while considering the popularity of products. The identification of target customers is totally based on market and customers segmentation.

Estimation of the size of the target market

The estimation size of the target market is totally depends upon the market and customer segmentation.  In case of P&G Company, it generally includes defining the target customer, estimation of number of target customers, determination of penetration rates, calculation of potential market size and applying the size of market data. Based on the company fundamentals of P&G the estimation of the target market is sorely depend upon the market and the customer satisfaction (Wilkinson, 2013).  Currently, the P&G Company is operating in 15 countries with an overall expansion of more than 50 products worldwide. The key target market of P&G is India, US, Australia and Switzerland with a percentile of 25% simultaneously.

Key Players of P&G Company in Head & Shoulders Shampoo

The key players of P&G are McDonald. The key stakeholders of P&G are the employees, customers in the supply chain, government, investors and the suppliers.

Expected long term growth of P&G Company

This paragraph shows the growth for selling the products in the organization. P&G is the multinational company which meets all the demands of their customers. The company operates among different sectors of the world. The globe value of the shares of the company is 21% according to the 4Q12 (Leonidou et al., 2013). This graph shows that, the organization utilizes the most effective strategy for the development of the organization. This strategy is concerned with the long term benefits from the competitive policies used with the organizational work culture. This shows the competitive perspective of the organization towards the growth of the organization.

Expected long term growth

Figure 1: Quarterly Return of P&G

(Source: Mariani et al., 2014, pp- 70)

Future Outcomes of P&G Company in Head & Shoulders Shampoo

The long term growth of P&G is expected to rise to 5% respectively (Bull et al., 2016). The company is taking broad initiatives for diversification where it is considered as one of the most crucial perspective. The company also leads itself among the other competitive companies.

Planning of company product in Head & Shoulders Shampoo

Based on the above scenario of P&G product (Head and Shoulders shampoo), the planning is totally based on company launch event, strategic planning, operational product plan and social industry analyst. Strategic planning implies the needs and the necessity of the Head and Shoulders shampoo in the market segmentation. There are different types of company products based on different market criterion (Wilkinson, 2013). The company must ensure that the need of the customer based of specified products and according to them the company will make initialization. Planning of company product in case of Head and Shoulders shampoo is very essential as it has more than two competitors in an Indian and in US market. Generally, P&G Company maintain and manipulate the strategic planning and the operational planning to make a certain demonstration and amendments in specified products.

Customer view regarding the Head & Shoulders Shampoo product

It is very important to know the taste and preferences of customer. It is the duty of the company to make certain analysis and identification regarding the Head and Shoulders shampoo. There are normally six types of companies producing and manufacturing shampoo; and in that situation the P&G must ensure and measure the customer needs and satisfaction. The customer are liking the P&G products and its demand for Head and Shoulders shampoo has also increased to 15% simultaneously in Indian and US market (Rothaermel, 2015). The customers are buying the company products in all segments and are fully satisfied with the allotted products.

Explanation of planning the P&G product (Head & Shoulder shampoo) to position and communicate in the market based on data gathered by listening to and monitoring the target customer/market.

Company competitors in Head & Shoulders Shampoo

The main competitors of P&G are ITC, Estee Lauder, Clorox and Cadbury for all types of specified products. As the company deals with more than fifty products there are more than ten competitors prevailing all around the world (Slack, 2015). It becomes very tough for the company to maintain and manipulate the competitive rivalry at a glance.

Promotional strategy

This era is considered as the era of advertising of products and services. Promotion of the products and goods always need proper advertising tool and platform for bringing their products to the customers. Social media and internet are two crucial fields for advertising the products and services and to attract the customers by fulfilling their demands according to the ongoing trends and technologies. P&G followed an effective promoting strategy in 2009 by advertising their products with the budget limit with 8.68 billion dollar. This step made the company the world’s one of the top consumer good provider (Bull et al., 2016). This advertisement was totally base on the social media. This made the products more popular and brings the products to the customers according to their demands within a certain limit. The company received Advertising Hall of Fame award around 2010 (Wilkinson, 2013).  For the advertising purpose the company focuses on the internet advertising and internet marketing mediums to promote their products globally. These aspects make the customers more attractive while choosing their favorite products, goods and services and also make the product promotable (Xingang et al., 2013).

Distribution channels in P&G Company

Distribution channel is totally related to the publicity of the products within the public. The P&G is a world class brand and its brand value makes its products more attractive towards the customers. Social media plays a great role in this aspect. Social media is such a platform where the organizational goals and visions are transformed in to goal setting perspective for the organization or for the product and goods (Qiang et al., 2013). There are several options to the organization for making their products more popular. The advertisements available on televisions make the products more popular. Except this, there are several events where the advertisement of the products attracts the customers. Next if the consideration is on the application of the internet, then it is clear that several online activities and advertisement make the customer more attractive about the products and they are influenced by the advertisement and convinced for buying the product (Wilkinson, 2013).

Explanation of promotional strategy of Head & Shoulders Shampoo

Competitive forces of P&G Company

Competitive forces are another crucial factor to be analyzed for the betterment of the organization and promoting the products of P&G. The company is concerned with the providence of goods and services to their customers, for which the company is dependent on the third party and some of the stakeholders of the organization (Rothaermel, 2015). so there is a problem regarding the competitive forces. Except these issues, there is several organizations who are providing the same quality of products at lower prices. All of the products P&G provides to their customers are highly competitive in the market.

There are several metrics, which can be utilized to analyze the developmental perspective of the Head & Shoulders Shampoo and can also be measure the effectiveness of the compatibility of the P&G with the ongoing demands of the customers (Qiang et al., 2013). The identification of target customers or market is totally based on the market and customer segmentation. The estimation size of the target market is totally depends upon the market and customer segmentation. This strategy is concerned with the long term benefits from the competitive policies used with the organizational work culture. This shows the competitive perspective of the organization towards the growth of the organization.

As the company deals with more than fifty products there are more than ten competitors prevailing all around the world. This made the products more popular and brings the products to the customers according to their demands within a certain limit. Here some of the important metrics are discussed below for measuring the effectiveness which generally includes:

Unique visitors: In this case the internet facility is very crucial. As the there is a system for measuring the number of visitors visiting the company website at a certain time space (Wilkinson, 2013). Here one visitor is counted for a single time. AS P&G have good brand value, so their visitors at a certain time are huge, this indicates the high developmental perspective.

Number of page views: The cumulative number of single page reviews defines that the viewer clicking on the pages within a certain period of time measures the popularity of the site, organization and products (Ozkan, 2015). P&G comparatively measures the viewer within a certain time period.

Bounce rate:  This term defines the amount of customers who just visit the company site but does not click on any options available within the company websites (Rothaermel, 2015). The bounce rate less than 40 percent introduces the good position according to the rating perspective.

Search engine Traffic: The amount of traffic is defined as the traffic or delay faced by the viewers when they visit the search option of the company websites. It attracts and motivates the customers very much (Wedel & Kamakura, 2012).

Conversion rate: The customer who takes specific action while visiting the site is considered as the consumers who are impressed by the content provided by the organization (Qiang et al., 2013).

Inbound links: The numbers of internal links showing n the company websites are considered as the inbound links of the site. High quality inbound links provides the high quality of the organization.

Conclusion

This report concludes with the broad concept of relevant marketing cincepts related to P&G Company. The above marketing plan clearly reflects and highlights that how the social media and internet facilities are improvising the operational strategies for promoting the P&G products in a better way. The marketing plan combines of target market analysis, market segmentation of the market with the marketing strategies that must be implemented within the organization for the betterment of the organization and promotion of the products. There are several key metrics available for the development of the organization which is also described in this marketing plan, which shows the competitive advantage of the organization.

References

Bull, J. W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., … & Carter-Silk, E. (2016). Strengths, weaknesses, opportunities and threats: A SWOT analysis of the ecosystem services framework. Ecosystem Services, 17, 99-111.

Home. (2016). Us.pg.com. Retrieved 14 July 2016, from https://us.pg.com/

Jaber, J. O., Elkarmi, F., Alasis, E., & Kostas, A. (2015). Employment of renewable energy in Jordan: Current status, SWOT and problem analysis.Renewable and Sustainable Energy Reviews, 49, 490-499.

Kaynak, E., Fulmer, R. M., & Keys, J. B. (2013). Executive development and organizational learning for global business. Routledge.

Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: do firms do it and does it pay off?. Journal of the Academy of Marketing Science, 41(2), 151-170.

Mariani, M. A. P., Fagundes, M. B. B., Arruda, D. D. O., Schmidt, V., & Centurião, D. A. S. (2014). Identification of key variables for the promotion of local development through tourism in the city of Corumbá/MS/Brazil: an application do SWOT Analysis. PASOS: Revista de Turismo y Patrimonio Cultural, 12(1), 65-78.

Ozkan, N. N. (2015). An Example of Open Innovation: P&G. Procedia-Social and Behavioral Sciences, 195, 1496-1502.

Pavlou, P. A., & Stewart, D. W. (2015). Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. In New Meanings for Marketing in a New Millennium (pp. 218-222). Springer International Publishing.

Qiang, Q., Ke, K., Anderson, T., & Dong, J. (2013). The closed-loop supply chain network with competition, distribution channel investment, and uncertainties. Omega, 41(2), 186-194.

Rothaermel, F. T. (2015). Strategic management. McGraw-Hill.

Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.

Thorson, E., & Moore, J. (2013). Integrated communication: Synergy of persuasive voices. Psychology Press.

Wedel, M., & Kamakura, W. A. (2012). Market segmentation: Conceptual and methodological foundations (Vol. 8). Springer Science & Business Media.

Weinstein, A. (2014). Target market selection in B2B technology markets.Journal of Marketing Analytics, 2(1), 59-69.

Wilkinson, I. F. (2013). Distribution channel management: power considerations. International Journal of Physical Distribution & Logistics Management.

Xingang, Z., Jiaoli, K., & Bei, L. (2013). Focus on the development of shale gas in China—Based on SWOT analysis. Renewable and Sustainable Energy Reviews, 21, 603-613.