Target Market of Head and Shoulders - Case Study Example

Marketing All over the world it is seen that businesses have expanded to heights to which they were not previously seen. With growing competition in the field of business it is seen that businesses are formulating new methods through which they can become more successful. Marketing forms an important part of the strategy adopted by these businesses. The product selected for this essay is the shampoo Head and Shoulders. Head and Shoulders is an anti dandruff shampoo which has helped the health care facilities to lower the rates of scalp allergy and other related diseases. Head and Shoulders is an international brand which can be found all over the world. This essay would particularly emphasize on Head and Shoulders and its target market (Cohen 1995; Berkowitz 1996). Target Market Target market is an important part of the marketing strategy which revolves around the concept of marketing mix. It is basically a term used for the audience which the company is targeting for its product. And for different target markets different forms of marketing mix are used. For example for higher class individuals the price, promotion, place and product would be much different from that of the lower class individuals. Thus target market can be anything ranging from social classes to ethnicities and races. Markets which are being targeted by the companies can be reached differently by them. It is seen that every company has a target market for its products and uses different forms of marketing mix promotions to attract customers to the product (Cohen 1995) The target market of Head and Shoulders all over the world are middle class individuals who are brand conscious. The target audience chosen by Head and Shoulders is because the prices of the products are higher. They have chosen this market because it is presumed that this venture can be the most profitable one. A target market is primarily selected so that benefits can be reaped from the target audience mostly. A target market should be selected necessarily because it would help to waste resources and select a particular group which would buy the product. This would also help to attract more from this particular rather from a large group. The most important aspect of a target market is that it allows the company to preserve resources and use it for a small group of audience only. Relatively if the product gets successful in this target market it is possible that the product may also get successful in other markets (Cohen 1995; Smith 2009). On the other hand it is not easy to select a target market for a product. Particularly the company has to undergo several researches before selecting a target market and hence many issues arise before selecting a target market. Not only is selecting a target market difficult but managing it is also difficult. A target market is only selected if a company is sure that their product would sell in that market because if the specified market is targeted and the product does not get successful there then the company would have to undergo losses. Hence it is very important to do market research before targeting a specific audience. Market segmentation is an important form of marketing research and this has to be done before targeting a market. The company should consider factors like ethnicity, age and gender before targeting an audience because different products are liked by different individuals with respect to all these factors. After a target market is selected it is necessary that it is also managed. It should be then seen that if the product is successful in that niche market or not. If this is not the case then the company would be wasting important resources on a target audience which does not even increase the rate of profitability of the company. Hence it can be said that before selecting a target market it is necessary for a company to do the general demographics of the individuals of the society and complete a market research on them. Furthermore after the audience is targeted another market research should be launched to check if the specific audience selected is the right one or not. A successful target market can ensure that the rate of profitability of the company rises to extraordinary limits (Cohen 1995; Smith 2009). Branding  Brand can be defined as the identity of a product or service. It involves all the aspects that revolve around the product which help to make it successful. Brand can be in terms of symbols, signs, or a design. Brand can help a product to have recognition as per the expertise and professionalism involved with the name of the brand. For example if a famous brand launches a product, automatically the product would get recognition because of the brand. On the other hand if a similar product is launched by a company which is not recognized as a reputable brand then the product would not get the same recognition (Konečnik, R. M., & Gartner 2007) Branding is very important these days because it helps to categorize a business according to its areas of specialization. It creates demarcations between several companies and informs the consumers about the professionalism that one company possesses. Branding can be very important these days because as mentioned above it helps to create reputation amongst the consumers. It can help the businesses to generate huge revenues as branding can create loyalty amongst the customers. Loyalty of consumers is an important aspect of branding and this can help the brand to stabilize their revenues. The consumers trust the quality of the brand and because of this branding can make a platform for the brand to introduce other products. After a brand has become successful price fluctuations do not matter to consumers who are loyal to the company. Hence it can be clearly said that branding forms an important part of entrepreneurial activity when it comes to becoming successful (Konečnik, R. M., & Gartner 2007; Kapferer 2008).   Head and Shoulders is the brand that I selected to be reviewed. It is a product of the famous multinational known as Procter and Gamble. Because of the brand image of Procter and Gamble one is assured of the quality of the shampoo and its effects as mentioned in the advertisements. Head and Shoulders is a brand which I personally look up to because it is produced by P&G. I think that the brand is safe enough to use and can bring positive effects to dandruff and other health related problems. The branding of the product appeals to the market because the company associated with it is a multinational. P&G is known all over the world for its activities and hence the image of the brand helps to increase the sales of the product. The consumers decision largely depends on the positivity of the brand and its image in the market. P&G has a positive image in the market because of which consumers rely on their products and buy them accordingly. Yes it can be said that the images do influence the consumers decision if the brand is successful enough (Procter & Gamble 1978; Smith 2009). Yes the brand is successful because of which the products launched by them are used by many all over the world. It is able to generate huge revenues through its product line. Head and Shoulders is one of the successful product of the brand and generates huge profits for the company. The profitability of the product is higher which helps to increase the profits of the company on an overall view. It can be seen that the shampoo is a successful product of P&G which is used all over the world and generates huge revenues for the companies. The bottom line of the company is increased because of the products revenues. If Head and Shoulders was my product I would personally launch a series of intense campaigns through which I could promote the product even more. The product is not yet used by the lower classes of the society and I would somehow target the lower classes too. I would create an advertisement campaign through which the lower classes of the society are also tempted to use the product. The prices of the product would be further lowered down so it is affordable for the lower classes of the society. As an alternative I can bring out a series of products of head and shoulders only which are affordable and low in price. Lastly to promote my product I would formulate new packages such as complimentary gifts through which I would target a larger audience. All these steps would help to promote the product even vigorously (Smith 2009). . References Berkowitz, E. N. (1996). Essentials of health care marketing. Gaithersburg, Md: Aspen Publishers. Top of Form Cohen, W. A. (1995). The marketing plan. New York: Wiley. Kapferer, J.-N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. London: Kogan Page. Top of Form Bottom of Form Top of Form Konečnik, R. M., & Gartner, W. C. (January 01, 2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34, 2, 400-421. Top of Form Procter and Gamble Company. (1978). Procter & Gamble : a company of people. Cincinnati, Ohio: the Company. Top of Form Smith, J. (2009). Jeff Smiths guide to head and shoulders portrait photography. Buffalo, N.Y: Amherst Media. Top of Form Bottom of Form Bottom of Form Bottom of Form Bottom of Form Bottom of Form Read More