CASE 2

The herbal shampoo market is valued at around Rs. 100 crores. Ny/e, Ayur, Dqbur and Biotique are some of the established brands in the market.
Helene Curtis (JK Group) has introduced a premium herbal shampoo (with variants Shikskai, henna and qmla and brqhmi and josur) priced between Rs. 80 and Rs. 90 (500 ml) for different types of hair. The proposition is the benefits offered by lhe variant based on the combination of herbs, benefits offered by the variants range from extra protection and nourishment to colour, body and bounce. The shampoos have been launched under
the brand name Premium Herbsl Shsmpoos and they target urban housewives with a monthly household income of Rs.25,000. The brand is distributed through 7 0,000 retail outlets and 120 Raymond shops. The company has planned only point of purchase (POP) posters initially and may consider the electronic media later. The shampoo has an annual advertising expenditure of Rs. 10 crores.

Question :

1 Comment on the marketing mix of JK's Premium Herbsl Shampoos ?

2 How can you make their communication more effective ?.

Answers 

1 Comment on the marketing mix of JK's Premium Herbsl Shampoos ?

[THE  POP  ALONE  IS  A  VERY  WEAK  APPROACH   TO  THE  PROMOTION .
THE  INITIAL  PROMOTION  MIX  MUST
-create  awareness
-create  interest
-influence  the   buawareness
-create  interest
-influence  the   buying  decision
-sell the  benefits
-complete   the  sales  transaction.

2 How can you make their communication more effective ?.

TO  MAKE  THE  COMMUNICATION  MORE   EFFECTIVE  ,  WE  SHOULD  SELECT
THE PROMOTIONAL  MIX  ARE:
Personal Selling ,
-here the marketing communication is used
*to  inform the customers/ prospects
*to  create awareness
*to  present  the product
*to  influence the  customer
*to  sell  benefits
*to help  the  customer to  make the  buying  decision
*to  seek  commitment
*to  help  to  close the  sale.
--------------------------------------
Sales Promotion
-here the  marketing  communication is  used
*to inform  the  customers
*to  physically present
*to influence  the  customers
*to help  the  customers  to feel the  product
*to help  the  customer to  make the  buying  decision
*to offer  consumer incentives
*to  help  the  final  transactions
--------------------------------------------
Public Relations (and publicity) 
-here the  marketing  communication is  used
*to  publicise  the company
*to  publicise  the  product
*to publicise  the  company's  research/ development
*to  publicise the  company  image
*to  create  the  company  brand
*to  inform  public
*to  communicate  with the community.
*to  establish  relations  with government  
*to  establish   community  relations
--------------------------------------------------
Direct Mail
-here the  marketing  communication is  used
*to  inform 
*to  talk  to  individuals
*to  focus  on  niche  market
*to inform the  decision  makers  directly
*to   advertise cost efficiently
*to promote selected  market  segments
*to contact individuals  for  one-to-one  marketing
----------------------------------------------------------------------
Trade Fairs and Exhibitions
-here the  marketing  communication is  used
*to  inform  individuals
*to  provide  visibility 
*to  talk  to  individuals
*to inform the  decision  makers  directly
*to   advertise cost efficiently
*to promote person to  person
*to contact individuals  for  one-to-one  marketing
--------------------------------------------------------------------
Advertising (above and below the line)
-here the  marketing  communication is  used
ABOVE  THE  LINE
*to  MASS  inform the customers/ prospects
*to  create MASS awareness
*to  present  the product
*to  influence the  customer
*to  sell  benefits
*to help  the  customer to  make the  buying  decision

BELOW  THE  LINE
*to  physically present
*to make it  visible at  the  point  of sale.
*to influence  the  customers
*to help  the  customers  to feel the  product
*to help  the  customer to  make the  buying  decision
*to offer  consumer incentives
*to  help  the  final  transactions
*to  display  and promote
*to  merchandise the product
------------------------------------------------------------------------------
Sponsorship 
-here the  marketing  communication is  used
*to  MASS  inform the customers/ prospects
*to  create MASS awareness
*to  present  the product
*to  influence the  customer
*to  sell  benefits
---------------------------------------------------------
Packaging -here the  marketing  communication is  used
-here the  marketing  communication is  used
*to  MASS  inform the customers/ prospects
*to  create MASS awareness
*to  present  the product
*to  influence the  customer
*to  make  it  visible  at  the  point  of  sale 
--------------------------------------------------------------
Merchandising (and point-of-sale)  
-here the  marketing  communication is  used
*to create visiblity  at the point of  sale.
*to influence  the  customers
*to help  the  customers  to feel the  product
*to help  the  customer to  make the  buying  decision
*to offer  consumer incentives
*to  help  the  final  transactions
*to  display  and promote
*to  merchandise the product
--------------------------------------------------------------------
EMarketing (and Internet promotions) 
-here the  marketing  communication is  used
*to  inform 
*to  talk  to  individuals
*to  focus  on  niche  market
*to inform the  decision  makers  directly
*to   advertise cost efficiently
----------------------------------------------------------------
Branding (and corporate identity)
-here the  marketing  communication is  used
*to  create an  unique position  for the company
*to create  an  unique  position  for the product
*to create unique visibility
*to make it  easy to  identify
*to  make it easy to  buy
*to make it  easy  to  sell
-----------------------------------------------------------
ALL  THE  MARKETING  COMMUNICATION EFFORTS  ARE  DIRECTED
-TO  MAKE  IT EASY  FOR  THE  CUSTOMERS  TO  MAKE  THE BUYING  DECISION.
-HENCE  MORE  SALES.