Product, Price, Promotion, and Place

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Promotion Decisions

TYPES OF PROMOTION:

Botanical Hair Colour will be marketed mainly by advertising and direct marketing, in the form of online social media ads. Besides being advertised on the Palette by Nature website, where Botanical Hair Colour will be available for direct purchase, as well as offering up product information, it will be seen in ads on all social media platforms including Facebook, Instagram, and Twitter. We believe this will be an effective marketing strategy for our product, as everyone nowadays is on social media. We can reach our more mature customers on Facebook, while reaching our younger ones on newer platforms such as Twitter. Not only will we be reaching just these customers, we hope that because of our confidence in our product, and the use of advertising on social media, we will be able to generate word of mouth buzz, which is the best form of promotion possible. As well as social media, we will be advertising on online news outlets, which will allow us to reach the small group of consumers who may not use social media. By not advertising in print magazines or newspapers, we have the ability to target the environmentally conscious consumer, as these consumers would not subscribe to a print service that is available online for the purpose of avoiding the over consumption of paper.

MAIN ADVERTISING MESSAGE:

Our main advertising message will use the slogan of: “Natural beauty has never felt so good,” as it establishes all parts of our product brand. The slogan identifies that our product contributes to women’s beauty in an all-natural organic natural way, while establishing positive feelings about their look, as well as the reassurance that the product they are using is safe for the environment and their health.

PSYCHOLOGICAL APPEALS:

Psychological appeals that will be used to persuade the consumer include the use of repositioning our competition. With our fully organic hair-dye we are able to claim that our product has the greatest environmental advantage compared to other “organic” hair-dyes before us that do not exempt all the chemicals from their formula like we do. As well, by stating our slogan as: “Natural beauty has never felt so good,” we subconsciously reinstate the idea that women who do not use our product should feel “guilty” about not using organic hair-dye, whether that is due to the negative environmental impacts, or carelessness regarding their own health.

Place

CHANNEL ORGANIZATION STRATEGY:

Botanical Hair Colour will be sold using a contractual vertical marketing system. This is because we want it to be sold at all major drug stores where competitor products are sold. The product will come from the producer, Palette by Nature, then move through a wholesaler, then to the final retailer for customers to purchase. All of these independent firms will be bound by a contract that will benefit the whole distribution channel more than it could if the firms operated alone. By using a contractual vertical marketing system instead of a conventional one, we are able to sell our product at the major retailers while obtaining more sales than we could independently.

DISTRIBUTION INTENSITY:

Botanical Hair Colour will be sold using intensive distribution. This is because we want it to be available for sale in all of the outlets where competitor products are sold. We want customers to see our product as being accessible and affordable, while also offering them the chance at comparison-shopping. We believe that by using this model we will be able to increase sales by competing directly in the at-home hair colouring market.

RETAIL ENVIRONMENT:

The decisions we have made regarding the retail environment our product will be sold in include all of the major outlets where competitor products are sold. This includes all major drug stores (i.e. Shoppers Drug Mart, Rexall), as well as all major superstores (i.e. Wal-Mart). In this way our product will be able to be compared directly to our competition, as well as be seen as affordable.

Bibliography

Good Housekeeping. (2008). Finding Safe Organic Hair Dye Products. Retrieved 11 26, 2015, from Good Housekeeping: http://www.goodhousekeeping.com/beauty-products/hair-dye-reviews/advice/a17382/non-toxic-hair-dyes-55021302/

The Economist. (2003). The Beauty Business. Retrieved 11 26, 2015, from The Economist: http://www.economist.com/node/1795852