The main purpose of this article is to produce a situation evaluation and target market recognition for Schwarzkopf. The record comprises a situation evaluation, including Current Product, Current Costing, Current Distribution, and Current Campaign for Schwarzkopf. From then on, market segmentation is utilized to find its potential market or target market, which is established by identifying and studying its Geographic Segmentation, Demographic Segmentation, Psychographic Segmentation, and Behavioral Segmentation. Corresponding to these evaluation and market segmentation, it will provide a range of advice and assistance for Schwarzkopf to increase its present market and potential market and bring great advantages to the introduction of Schwarzkopf.
2. 0 Introduction
Schwarzkopf, founded in 1898, more than a century, is a professional mane products and is one of the world's three major brands relating in cosmetics, hairdressing and it offers propagate its sales to more than 80 countries surrounding the world and now it is identified and respected by a huge amount of international professional wild hair stylist. Towards the consumers, the celebrated brand-Schwarzkopf show good impression of high-end, beautiful, professional, reliable and quality and Schwarzkopf is the most welcomed one of the 25-35 year-old girl. At present, Schwarzkopf is a leader in the field in addition to not only dedication to product development, but also provide customized service, emphasizing the links with designers and customers.
Great changes have occurred in people's daily life along with the fast development of technology as well as economy that residents have paid increasing focus on the quality of life and they long for bettering their lives, as a result, they would like to pay for the daily uses in fair prices with good quality. Schwarzkopf may be the very product for people that could help them showing their status and standard of living. Therefore, in this survey, it will make a predicament analysis and target market recognition for Schwarzkopf. Within the first part, it will get a predicament examination including current product, current price, current circulation and current advertising. In the next part, segmentation theory is to illustrated following by this is and the explanation of the segmentation as well as the benefits to Schwarzkopf using segmentation. From then on, target market id about geographic, demographic, psychographic and behavioral. Following that, marketplace collage will be proven. Finally, conclusion will be drawn out.
3. 0 Situation Analysis/Current Marketing Mix
3. 1 Current Product
Schwarzkopf can be an international brand that if the consumers choose the product, they'll feel pleased with their selection since Schwarzkopf is very an expert in shampoo and consumers benefit a lot from the product and their scalp will improve definitely. In addition, because you use the merchandise, the effect will last for several times that it helps the busy people to save enough time as well as they could show their status among its counterparts. Schwarzkopf has beautiful packaging and labeling including the gorgeous color and fashion style that it might catch women's sight in couple of seconds, which might help them to remain for secs for the merchandise. Its key features are extremely convenient to use with high-end, chic, professional, reliable and quality product in various colors. As long as purchasing its products, the consumers could receive personalized service relating to their behaviors and behavior. When there is any problem, consumers could contact with the world-top experts straight. However, it may consumers are feminine that it is also its durability as feminine consumers, unlike male consumers, are prepared to travel around as long as they have leisure time. Many of them wish to pay a few minutes to the fashion and financial products. If they're the honest or repeated consumers, they tend to look for such products as Schwarzkopf offer not only the good product, but also professional after deal service as well. Therefore, they might not exactly purchase other products in dependable, especially for the white- scruff of the neck as it is that obvious in white-collar personnel and they will have a psychological propensity to seek steadiness (Philip, Hammond, Lomax 2005, 12; Kim and Sugai 2008, 483). Corresponding to consumers' inclination, many new varieties of product are completed with affordable prices. Although Schwarzkopf is a world-famous brand, they have gained a sizable number of rivals and potential opponents as well, such as Wella, L'Oreal, that are also the world-famous companies majoring shampoo and other counterparts products. However, to Schwarzkopf, it includes its special strength. For example, Schwarzkopf's main products are shampoos and they are more expert in shampoo because its rivals concentrate not only on shampoo, and also other makeup. In addition, consumers has a special way to contact with the international professional mane stylists if the purchase Schwarzkopf, that could cater consumers' psychology.
3. 2 Current Pricing
With the internalization, the competition in shampoo market is now much more fiercely than ever before. There are a huge selection of companies involving in hair shampoo with various types of shampoos. As a result, in order to gain a glowing future market, Schwarzkopf should have a sharp eyes on the market situation. At present, the shampoo market scale is becoming larger and larger than before, affecting in market different sizes in various places. To the consumers, they may have better their reliance on the brand, which gradually increase consumer brand awareness, brand acceptance and brand focus. The majority of market show will be concentrated in the hands of a few brands. In the event the new brand there is absolutely no perfect quality and propaganda, it will be difficult to get a company foothold in the design, medium and low competitive market. To the marketplace demand, consumer purchases increased continuously and the product's basic demand in the location is saturated, but potential person needs and rural basic needs are large (Argent 2000, 63). The consumers are beginning gradually pursuit of product quality and level. To Schwarzkopf, it offers natural benefits than its most opponents. For instance, Schwarzkopf is a world brand that almost all of consumers have gained much information about the brand and the business could spend low cost on the ad and medium, which in return could decrease the prices of its products and that happen to be almost all of the consumers wish to see. Also, the Schwarzkopf has an acceptable price in shampoo. Taking Schwarzkopf Country Colors for example, its price is just 3. 99 - 5. 83, which is much cheaper than other products from its rival. Therefore, when there is a little change in the price of the merchandise, the consumers demand may well not change a great deal, at least in short term. In addition, the majority of Schwarzkopf products are cheaper than its rival. According to the basic principles of economics, there's a special curve, as resource is favorably related price of goods, but demand is inversely related to prices, between consumers purchase decision because of this product and prices (Devereux and Yetman 2002, 97). Because of this, if moderate changes in the costs, the consumer decision on the Schwarzkopf products might not exactly change because of price elasticity of demand.
3. 3 Current Distribution
Schwarzkopf is one of the three major manufacturers, Wella, L'Oreal and Schwarzkopf, producing professional wild hair products and now it has managed companies or payment real estate agents in more than 80 countries with bigger than 200, 000 Sharon working mutually. As a result, you can purchase the product much more easily in the major towns. What is more, with the fast development of internet, on-line shopping is becoming increasingly popular than ever before (Yang and Lai 2006. 297), so consumers could buy Schwarzkopf products without any difficulty. Additionally you could observe the adverts about Schwarzkopf products on web on TV, and so forth, which also offer an easy way for the consumers to get the products. Taking Beijing, the capital of the People's Republic of China, for illustration, all the outlets reselling Schwarzkopf products are chain stores distributing almost in every district, if the consumers find any problems about the merchandise, they can transform their products in their nearest stores having available invoice. As a matter of fact, the things like that hardly ever happen. The consumers also could buy Schwarzkopf products in big supermarket such as Carrefour, and so forth, which bring great convenience to the consumers. As an international company, a lot of the products are made by Schwarzkopf itself and most of the stores import the products from Schwarzkopf immediately. Only just a few types of the merchandise are produced by its manipulated companies or commission payment realtors, but all the solutions are supplied by Schwarzkopf headquarters, which might ensure the quality of its products. Therefore, all the consumers shouldn't worry about the product quality and the service. If they buy the product, nothing at all will be wrong.
As Schwarzkopf products are female oriented that almost its consumers or potential and goal consumers are women aged from 25 to 35 season old, that the business benefits a great deal. To people consumers, nearly everyone in that age may pay much more attention on their appearances than any other group of consumers plus they have the funds to buy the products to meet their mindset and show their status (
Kurata and Nam 2010, 138). Therefore, these characteristics of the merchandise can effect its circulation. The stores should open in these places, where are more female consumers, like close to the shopping plaza, and other active streets with more teenagers.
3. 4 Current Promotion
Promotion was created to provide short-term consumer or dealer's incentives, which could mobilize people's excitement, interest to choose the products in a brief period in adition to that customers could understand the product at the earliest opportunity(Raju 1995, 5)
. To a new product, generally, consumers have a level of resistance to the new product. The expense of the initial use of new products is two times than the old ones, consumers do not want to take chances to try new products (DelVecchio, Henard and Freling 2006, 205). Since if the consumers are not satisfied with the new product, but also spend the same price to buy the old product, which is add up to the price spent two before they get a satisfactory product, so many consumers buy services in the feeling of that high cost. However, the campaign will allow consumers to reduce this risk understanding and reduce the price of initial consumption, trying to accept the new product.
Recently, the advertising messages can be viewed on the internet. Among the information about Schwarzkopf is its new product, which is Schwarzkopf Silhouette product. Another advertising is approximately Schwarzkopf OSIS Upload 200ml locks Product. Among the two types of products, some may be new and the other is old. However, they almost have the same goal to improve its sales. To the new products, advertising may help the consumers to lessen this risk understanding and reduce the expense of initial consumption, seeking their best to simply accept the new product and make known for most other potential consumers or focus on consumers. To the old product, following the consumers using the product, if they are satisfied with the merchandise, they may devote their will to re-use the merchandise. But this spending will be at the start is not strong, not reliable. But promotion can help them accomplish that intention. Furthermore, in the process of promotion, the deal often will increase. But to different kinds of consumers, the campaign emails may be various. To the young ladies, the announcements should focus on beauty and fashion as well nearly as good outlook that could catch the consumers' eyes in only a few seconds. But to the middle-aged consumers, advertising products must give attention to practical applicability with fair prices. Furthermore, appropriate places along the way of promotion should take into consideration as they can catch the attention of the consumers as soon as possible.
4. 0 Segmentation Theory
4. 1 Determining and detailing segmentation
Market segmentation is a good tool and frequently applied in the market analysis. Based on consumer demand and habituation, the complete market and the potential consumers are divided into various types in common. The objective is based on the heterogeneity of consumer demand. The rule of market segmentation is to get the potential consumers with the same demand. The purpose of market segmentation is aggregating consumers along in different market segments but for the same demand. Because the concept brought out, it plays an extremely important role in promoting for the development of the whole venture (Bock. and M 2002, 217).
4. 2 Advantages from market segmentation
It is beneficial for enterprise to select the mark market and make the favorable marketing strategies. Market segmentation has brought many benefits to the enterprise. The market segmentation, the sub-markets become more specific and simpler to understand the needs of consumers. Corresponding with their own business ideas, key points, production technology and marketing electricity, the organization could determine its marketplace (Jan-Benedict, Steenkamp and Hofstede 2002, 187). With market segmentation, the info is easy to comprehend and feedback. Once the changes happen in consumer demand, organization can easily change the marketing strategy, developing appropriate options to adjust to changes in market demand, improving the resilience and competitiveness.
It is conducive to focus manpower, material resources in to the target market. Any corporations have limited resources, manpower, resources, and money. By segmentation, enterprises could choose the right marketplace, and can focus on human resource, financial resources, material and other resources to struggle for the advantage of the local market, and then take up their target market (Afonso, et al, 2008, 560).
It is beneficial to explore market opportunities and develop new marketplaces. Through market segmentation, companies can understand the potential purchase electricity, the satisfaction level and degree of competition, which is useful to explore market opportunities, make well-timed production and shift to marketing decisions for the organization. Relating to its technological conditions of production to develop new releases, to carry out the required product specialized reserves, to understand product replacement initiative, to open up new markets to better meet the needs of the market.
5. 0 MARKETPLACE Identification
5. 1 Geographic Segmentation
Here the geographic location in this statement is Perth, Theo, Australia. Perth is the administrative centre of Western Australia and it is also the fourth most significant city in Australia. It really is located southwest spot of the Swan River in Australia (also translated as the Swan River). As the Australian continent is found in the West Bank Mediterranean climate locations, mild weather and unique landscapes over the Swan River, make Perth to be a very popular visitor vacation spot. The Perth comes with an extensive living space and a higher level of quality of life. Very calendar year, in selecting the world's best towns to reside in, Perth can get the good prize, which reflects that both living environment the quality of life and public welfare of metropolis are quite good. Perth is part of a friendly city and it triumphed in the first place as the world's most friendly city in 2003, earning a worldwide appreciation and acceptance.
5. 2 Demographic Segmentation
The total estimated inhabitants of Perth is approximately 1, 659, 000, the fourth most populous city in Australia. Because there are many famous colleges in Perth, like the University of Western Australia and Murdoch School and so forth, in which a wide range of young potential consumers for Schwarzkopf, because the young ladies could make up themselves amazingly to show their charming. The gender rate almost identical according some references. In addition, as the students graduate from the school, many more new students will come and the quantity is pretty relevance to Perth, which also may the potential consumers or target consumers. As the majority of the people in Perth get high education, they have developed a habit of shopping for brand products that Schwarzkopf could be the very one to show their beauty and psychology. What's more, there are a sizable number of guests come from across the world they can spend the money for very products. Perth is a developed city with an extensive liveable space and a high quality level of life that most of folks in the Perth have a good income they have the wealthy to afford the products. With all the significant population expansion following the world second battle, employment growth happened not only in manufacturing but in retail and wholesale trade, business services, health, education, community and personal services and in public areas administration. And a big number of the residents come from other countries that they would like to choose the products as well.
5. 3 Psychographic Segmentation
To the consumers or potential consumers, they have the ability to afford the product. To these consumers, the majority of them are middle or high income levels that they have the awareness of using the globe brand like Schwarzkopf as well they can afford the product. To these consumers, they have special lifestyle VALS type, they pursuit contentment, freedom, confidence as well as social status. Therefore, what they use within their daily life could indicate the social status and psychology. Maybe Schwarzkopf may help them to realize their lifestyle VALS type. People in Perth have their special personalities. Almost the consumers in Perth desire to get personal service from the product that the Schwarzkopf can do this. Schwarzkopf offers a good method for the consumers to get hold of with the world famous wild hair stylist. The consumers in Perth thinking about products with good quality in proper prices plus they also wish the business could hear the consumers' views relating their demand. Schwarzkopf could do so that it will get a large market in Perth.
5. 4 Behavioral Segmentation
If the consumers get acceptance of certain type of product, almost all of them could insist on those products because they have confidence in brand and its quality as well as service that Schwarzkopf offers. In addition they seek the customized service and products. But if indeed they Schwarzkopf product, many world-top mane stylist may provide professional service and hair style. It really is that obvious in consumers that if they reach recognition of the product, they always have a psychological inclination to seek balance that they can continue use these products for an extended, which is a huge potential market. In addition, the majority of the consumers or potential consumers purchasing the merchandise are always in middle position with good income. Because of this, since they use the Schwarzkopf products, it might help them showing their position.
6. 0 Target Market Collage
7. 0 Completion of Discussion
The pictures 1-4 express the Geographic Segmentation of the Schwarzkopf product in Perth. As is seen in the first picture, Perth is located near a famous river, named Swan River in the southwest corner of Australia. So people there could get beautiful views in or outside Perth and today it has attracted a sizable amount of guests coming for in or out of Perth, as you can see in the picture 2 that folks are busy with taking photographs and catch the stunning look. Perth is a developed city that individuals in Perth are living a high quality level of life. Many beautiful sightseeing can be observed outside of the window, talking about in picture 3. Furthermore, Perth is a pretty friendly city with high income to the employment, experiencing in picture 4. In every, all the nice geographic position ensure Perth to be a sizable potential market for Schwarzkopf.
Demographic Segmentation is illustrated in picture 5-8. Perth is the administrative centre of western Australia that it is believed that Perth has a human population of nearly 1, 700, 000, the fourth populous city in Australia, observing in picture 5. With more people residing in Perth, more potential consumers can look. There are many famous universities in Perth like College or university of European Australia and Murdoch University, so the young girls may the mark or potential consumers, at least in forseeable future, for Schwarzkopf, as the young females getting high education contain the consciousness and financial ability to make themselves beautifully showing their charming and beauty. Perth is a tourist destination with enchanting sightings, seeing in picture 7, that lots of travelers pay a visit to Perth plus they like go shopping while traveling, so special types of Schwarzkopf products should be developed to meet these consumers. There also is a major market in it. Perth is a well-developed city that job atlanta divorce attorneys industry, such as retail and low cost trade, business services, health, education, community, and so forth, has a good income, which ensures them to cover the products. More importantly, all the employments are suffering from the knowing of enjoy their life with brand products.
Psychographic Segmentation is exhibited in picture 9-12. Towards the young ladies, especially those who have been given birth to after 1980s, they may have special lifestyle VALS type and impression. They look for freedom, witnessing in picture 9. They have got their special classification of freedom. They often identify the brand products and then look for other styles of counterparts. Following the getting the products, they are really always seeking for personal service. As a result, Schwarzkopf could meet their demand that Schwarzkopf offers a good way for the consumers to contact with the world famous mane stylist. As can see in picture 10, Schwarzkopf offer personal service that nearly every consumers desire to see this. Among its opponents, Schwarzkopf may be their first choice. If these consumers realize its quality, it is hard to change their mind to buy other products. As expected by the government, the amount of residents increase in forseeable future that a bigger potential market can look and the income will increase in middle older people as well.
Behavioral Segmentation is illustrated in picture 13-16. For the consumers, especially to the white-collar, if the 've got reputation of certain kind of product, they shouldn't shift their sight on the products in same work as they strongly have confidence in the brand as well as quality. They also seek the personalized service once they get the products. Schwarzkopf can do that for them to meet their demand both in tendencies and in mindset. As you can see in picture 14, Schwarzkopf has many world-top mane stylist may offer the professional service and hairstyle. When the consumers admit the Schwarzkopf product, they always have a tendency to seek stability for a long time, which might bring more advantages to the enterprise. Oddly enough, from the income level for each and every home, more than 70 household could afford the Schwarzkopf product, discovering in picture 16.
8. 0 Conclusion
In conclusion, Schwarzkopf is a world-top brand majoring shampoo. The purpose of this article is to make a situation analysis and marketplace identification for Schwarzkopf.
Through current research of Schwarzkopf product, mainly Current Product, Current Rates, Current Syndication, Current Advertising, Schwarzkopf has its advantages among its rivals. Market segmentation is a fairly useful tool for analyzing the market environment and increasing the market. In addition, it helps to identify and understand the reason why of consumers demand. Geographic Segmentation, Demographic Segmentation, Psychographic Segmentation, Behavioral Segmentation are detailed in the record. It has provided a variety of advice and assistance for Schwarzkopf to increase its present market and potential market, which may bring great benefits to the introduction of Schwarzkopf.
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