Marketing Strategy: A Botanic Hairfall Shampoo - Essay Example

Before introducing the product in the market, the three important steps must be followed which are, segmentation, targeting, and positioning.

Since the product can not be reached the masses, hence there is a need to divide the total segment into small segments so that the marketing strategies can be better concentrated. Segmentation is defined as dividing the total market into small sectors and segments with consumers having similar demands and needs. Different books and scholars talk about different segmentation methods, but the most common ones are geographic segmentation, demographic segmentation, psychographic segmentation, and behavioral segmentation as well.

In the case of Hair food, the segmentation will be done on the basis of gender, age, income group, social class and status, and usage rate. The Hairfood is a product that will primarily be focused on females, who fall in the age bracket of 16-40 years of age, who belong to the middle and the high-income group brackets. These females will be the ones who are facing severe hair damage and hair fall and they want to revitalize the natural look, shine, and luster of the hair. Since the primary focus is on the natural ingredients of the product, there it is priced comparatively higher as to the other hair fall products which are available in the market.

Hence only the consumers who fall in the middle and high-income bracket will be able to fall under the category. Target markets are the process through which marketers make evaluations made on how attractive each market is and then later choose the segments which can potentially generate the most profits. (Masterson, R., & Pickton, D.,2010). Once the target market has been defined, the positioning has to be defined. Positioning is defined as making a clear and different place in the market with a competitive edge and differentiation.

A company’s customer value proposition is one of the most important aspects which defines how the targeted customers will be served, with the help of differentiation and proper market positioning. A value proposition is the number of advantages that the marketer aims to provide to the final consumers so that product differentiation can be exhibited. (Masterson, R., & Pickton, D.,2010). Ayucure and Artesia Harifall Solutions currently offer a hair fall products range that is made by extracting natural herbs and helps in rejuvenating the original natural look of the hair by minimizing damage.

However these two products have been available in the market for a very long time and the competitive edge is that over the past two years, they have gained customer loyalty and the high ranking it has received over time shows that the shampoo gives amazing hair results.