Integrated Marketing Communication Analysis For Head And Shoulders Shampoo Essay.

Analyse the case of integrated marketing communication for the Head and Shoulders shampoo.

1: Select one (1) of the three (3) consumer response paths for your target audience from the course materials. Next you need to build everything else in this assignment on your selected consumer response path. Each step in this assignment has to link back to your consumer response path. You also need to ensure you use marketing terminology in the assignment.

2: Customer insight means providing information on what your selected target audience thinks, feels and believes about your product. It also has to link back to your selected consumer response path.

3: The message objectives should be general objectives that align with your selected consumer response path rather than specific objectives. Also your answer has to use IMC information from the course materials.  

4: You need to select one or more of the common selling strategies covered in the course materials ensuring it/they align with/link back to your selected consumer response path. 

5: The Creative Message Strategy is one sentence only. It needs to align with and link back to your selected consumer response path. 

1: You need to use exactly the same two (2) of your selected specific product features, attributes or benefits (FABs) from your answer to Question 1 to answer this question. 

2: You need to use exactly the same two (2) of your selected specific product features, attributes or benefits (FABs) from your answer to Question 1 and Question 2 to answer this question.  

3: The Positioning Statement is one sentence only. You need to use exactly the same two (2) of your selected specific product features, attributes or benefits (FABs) from your answer to Question 1 to answer this question. 

Once you have updated Part 1 and Part 2, you then need update Part 3 to ensure the criteria for Brand Message Objective and Strategy links back to and aligns with your updated answers in Part 1 and in Part 2. Keep in mind that you cannot use/discuss any other FABs other than two (2) FABs of the features and benefits you used in the Positioning Map in Part 2. Each and every answer has to build on the previous answer (s).  

Here you need to ensure your “Big Idea” builds on, links back and aligns with all your answers in Part 1, 2 and 3 in the assignment. 

Part 1: Creative Message Strategy Brief

Head and Shoulders (H&S) is a famous American Brand mainly known for the high quality anti-dandruff shampoo produced by them. This brand is an international product that is sold extensively in both developing and developed countries at equal rate. This has been produced by the parent company called Procter and Gamble and was mainly introduced in the year 1961. By the year, 1982 it had already reached one of the topmost brands and had created a strong place among its customers (Fitzgerald, 2016). In the recent years, competition of different markets selling shampoos had affected its sales and therefore, there is an urgency to maintain its brand value with proper integrated communication marketing strategies.

1: communication response path

Consumer objective is mainly seen to depend upon a major variable called the communication response path. This aspect can be divided into a number of pathways that are the affective path feelings, behavioral path actions and cognitive path learning (Brownell, 2015).

In affective path feelings, the sellers of a commodity try to emerge as a company that has a high brand value and a high brand image making the product look very successful, classy and elegant (Riggsby, Li & Lee, 2017). The sellers thereby try to attract the attentions and feelings of the consumers who try to use such highly valued brand product thinking it to have a high affectivity in a particular purpose.  In case of the shampoo brand, the sellers can develop a brand image of the company that will in turn attract the consumers. By clicking the feelings of the consumers, the sellers can be successful in developing a response through the process of affective path. Use of tagline like “You Never Get a Second Chance to Make a First Impression” ensure that it interests and excites consumers making them feel that they are opting for a high brand value and hence getting the best quality commodity. Behavioral path is another way of ensuring consumer response path where the consumers get the scope of using samples of the products following which they modify their behavior or trust towards the product (Deshpande et al., 2015). This process can also be done where the sellers may arrange for the distribution of mini sachets of the shampoo in promotional sales or selling them free with other products. This would give them the consumers to develop an idea about the product depending upon which they will develop their buying behavior.

Part 2: Brand Positioning Strategy

However, cognitive path is considered the best pathway for making the consumers interested in the product. This type of pathways will help the customers to become enlightened about the different important attributes of the products that will make them feel interested in buying the product (Srinivasan, Rutz & Powels, 2016). The customers will be able to align their own requirements with the benefits of the product that the sellers are trying to sell. This pathway is chosen to be the best as it will be helpful for me to understand the different communication procedures and objectives that will be helpful for attracting the audiences. For example, creating of advertisements showing the important features of the product will help the consumers to develop their knowledge and hence help me to communicate the effective attributes that will help them develop their hair.

Customer insight can be defined as the understanding of the customer, his needs and requirements, his buying behavior, his buying priorities, experiences with the brand and other brands, their behaviors. The sellers need to analyze these attributes and thereby strategize their marketing plan so that they can easily attract consumers and develop a strong consumer base. By understanding the customer demands, the organization will also be able to retain their customer base (Wansick, 2016). The unique spelling point (USP) of the brand is that the product is scientifically tested to be effective in not only producing high quality hair but also takes good care of the scalp making it healthy. It helps in fighting dryness, calms itching, relieves irritation, reduces redness, controls oiliness, removes flakes and leaves hair beautiful. Therefore these would help in attracting huge customers as there would be able to solve satisfy most of their needs with the shampoo as it helps in providing all solutions with one product. Therefore, first, the customer insights need to be known and depending upon that cognitive pathway of integrated marketing communication will be ensured.

Each company has to set up goals when it wants to promote its product and undertake a proper marketing strategy. Therefore, the aims and objectives which the organizations needs to abide by while selling its product to the potential customers, is called the message objective. Researchers are of the opinion that it is extremely important for the sellers to deliver the proper message to the correct target audience within a proper timeframe (Blakeman, 2018). The main goals that are set by the head and shoulder’s are as follows:

1. Developing the concept of anti-dandruff shampoo where dandruffs are washed away at one go without hurting the scalp.
2. Promoting the shampoo as an all-purpose shampoo brand that helps in tackling more than one hair problem and scalp issue.
3. Promoting of low price that should be highlighted for a shampoo that helps in solving many hair issues.

Part 3: Brand Message Objective and Strategy

A selling strategy can be defined as the plan-work that can be conducted by a business professional as well as a business organization for finding and developing different ways of selling the products or services and hence increases profits and brand value (Kotler, 2015). Different types of stakeholders come into play like marketing departments, advertising department, and sales department. Together they make out strategies that help in attracting the target consumers ensuring high profitability. Researchers are of the opinion that proper brand selling strategies depend on a number of factors. These are:

1. Benefit of the customer.
2. Emotions associated.
3. Brand value
4. Lifestyles
5. Unique features of the brands.

I believe that I should base my selling strategy on the customer benefits. Researchers are of the opinion that consumer benefits are one the most essential factor that influences the sales of the products. The product, that is prepared, is helpful in meeting more than one requirement of the consumers. They not only remove dandruff but also ensure maintaining a healthy scalp free from itchiness and redness. They would be also helping to maintain shiny smooth hair. Hence, they would able to meet a large number of requirements of consumers for which they would be highly benefitted. With one product, they can solve many problems. Hence, I will be able to communicate the message in the effective ways and help the sales and marketing team to set their focus on the target market.

A creative statement is also known as the creative platform as well as the creative brief. It mainly can be described as the outline statement by which an organization will be advertising the product and creating an appeal to target the interest of the audience (Ashley & Tuten, 2015). In short, this statement is mainly required in for developing an ad campaign. This creative statement mainly helps in portraying the intentions behind creating the ad that helps the ad agency to develop the ad for the consumers. The creative agencies need to implement the strategy in proper ways that will in turn help in increasing the productivity. These are exploration, insight, execution and then evaluation.

A cognitive message strategy statement places great importance on the message objectives. Therefore, I will be careful in preparing the message objectives properly for the product of Head and shoulders that will help the audience to know the benefits they will be getting this brand of shampoo and will help in developing a perception about the product.

Brand positioning is used as a marketing strategy or conceptual place where the sellers target consumers making the brand occupy a position in their minds. It is a strategy for maximizing the customer relevancy enhancing brand value resulting in increased competitive distinctiveness. The goal of this strategy is to create a unique impression in the minds of customers associating them towards something desirable and specific attributes of brand that is distinct from others (Sirianni et al., 2013). I will be using this strategy for describing the product characteristics and attributes.

Part 4: Brand Creative “Bid Idea”

H&S is positioned as anti-dandruff shampoo that help to clear flakes with just one wash and nourishing hair. H&S is the market leader that is successful in acquiring the niche market of anti-dandruff shampoo. The brand is successful in penetrating the rural markets with effective distribution boosting sales in last few years. According to an annual report presented by H&S in 2011, the brand has tripled its sales and now is the largest shampoo brand in the world. Proctor and Gamble is successful in expanding its brand globally through the invested combination of product innovations and marketing strategies (Fitzgerald, 2016).

H&S used the following two attributes in IMC campaign for its anti-dandruff shampoo.

1. Removes dandruff and clean: The shampoo has the best anti-dandruff formula providing better scalp getting rid of tiniest flakes. The shampoo contains ZPT (Zinc Pyrithine) Formula that has anti-fungal properties.  
2. The hair becomes beautiful and soft from the first wash locking moisture. It has an advanced formula for moisturizing scalp and silky hair (Wan, Evers & Dresner, 2012).

After the product reviews, it was found that consumers are educated about the benefits and attributes of H&S anti-dandruff shampoo. The strategy of brand positioning has helped in acknowledging the consumers about the ultimate anti-dandruff shampoo containing advanced formula that dramatically reduces dandruff flakes and nourishes hair. The shampoo contains ZPT that is deeply penetrating and removes flakes from the first wash.

Product characteristics and customer benefits are key concepts in the development and marketing of a service or product. This strategy helps to provide competitive advantage as it highlights the features of a product that is not available in any other brand attracting consumers towards the product (Brodie et al., 2013).

Likewise, H&S anti-dandruff shampoo provides consumers dandruff free and at the same time, nourishing hair. In the recent years, hair has become of the main attractions in social and personal relationships. Therefore, proper care, treatment and cleaning is important where H&S has emerged to be one of the best anti-dandruff shampoo in the large marketplace. The commercial of H&S coveys the message that hair will become dandruff-free and clean talking about the seven benefits of the shampoo written on the bottle. The peripheral message that commercial conveys is that it will make hair look soft and clean from the very first wash (Fitzgerald, 2016).

H&S contains special ingredient, Zinc carbonate that is not present in any other anti-dandruff shampoos. This ingredient fights against flakes and thereby, nourishing scalp in combination with ZPT that has anti-dandruff fighting property. It also contains two key nourishing ingredients that leave hair smooth and beautiful that is not present in other anti-dandruff shampoos. During rinsing, Dimethicone is released onto dry hair fiber, protect, and smoothens hair cuticles leaving hair shiny and soft. Guar hydroxypropyltrimonium chloride is another nourishing ingredient that has conditioning properties and prevent hair tangling making it more manageable (Halligudi, 2013). The relationship between the attributes and consumer behaviors for H&S is quite impressive. The advertising campaigns suggest that it is hard to remove dandruff and keep hair clean and hygienic. Therefore, H&S anti-dandruff shampoo helps in removing flakes, reduces redness, calms itching, relieves itching, controls oiliness and leaves hair smooth and silky. The commercial wants that consumers to buy the shampoo and feel the difference that is good for all types of scalp from dry to normal. Moreover, this product helps in making scalp cleaner than before calming people and boosting their confidence.

A diagrammatic technique that is used by marketers who attempts to visually display the customers’ perceptions. The display shows the position of a company’s product line, product or brand relative to competition. The maps are used to measure the positioning of products in consumers’ minds showing perceptions on graphs where product attributes are formed on axes (Ordun, 2015). Firstly, in the perceptual map, H&S is leaned more towards anti-dandruff and milder attributes. This shows the perception of the market where H&S has features of removing dandruff flakes and nourishes the scalp leaving hair smooth and silky. It has mild conditioning properties with unique ingredients that provide full scalp coverage. This helps customers to keep their hair clean and smooth, looking smooth throughout the day. The hair looks textured and fresh making people feel confident and beautiful. These are the main features of H&S anti-dandruff shampoo produced by P&G having unique ingredient, ZPT. Based on these attributes, I want to position H&S with other brand products that clearly show that this product can be distinguished from other anti-dandruff shampoo brands available in the market. The unique feature of H&S, ZPT has a different image as compared to other brands and customer benefits associated with the product: removes dandruff, cleanliness, provide better scalp coverage, gives beautiful and soft hair with ZPT that enhances emotional appeal among the target customers.

Positioning statement:  

“To all the people who like having dandruff free and nourishing hair, having consideration for hair beauty- H&S anti-dandruff shampoo has all the features you need to gift your hair with the best anti-dandruff attributes and get rid of dandruff and dryness from the first wash at pocket friendly rate and best results being the best in the marketplace”.

1: brand message objective

Every brand or product needs a voice where messaging helps to provide the words to the customers in making them understand the prospects of that particular brand or service. Messaging also help sellers to make consumers understand the values and beliefs of the product or service or articulate the promise of the brand and stimulating desire for services among consumers. The objective of brand message is to tell a story so that consumers get excited about services and buy them. Core brand message in the form of slogans, taglines or headlines help to convey the benefits and common traits of a particular service or brand in the minds of target consumers that are different from other market brands (Castronovo & Huang, 2012).

The core brand message that need to be communicated to the targeted consumers, upper middle class aiming to disseminate perception about H&S anti-dandruff shampoo attributes, benefits and unique features conveying them about anti-dandruff and nourishing properties as well as benefits to consumers’ hair. The company, P&G is planning to target the young generation segment and due to the high product quality, the company satisfies the customer for promoting brand loyalty and achieving sales growth (Wu & Wang, 2011).

The core brand message needs to be communicated to the target audience that comprises of effective elements disseminated through effective communication. Integrated market communication can be helpful in disseminating the core message of H&S brand equity. This communication strategy helps to convey the brand’s attributes, product information and benefits to the consumers creating an image in their minds.

H&S is dependent upon its marketing team for carrying out promotional activities. The brand message is disseminated through advertisements, campaigns that help to create brand visibility and maintain in the market. The ads are aired on television channels, radio and displayed through pamphlets, newspapers, magazines, hoardings and posters at strategic places. H&S has roped many famous celebrities, as they believe in endorsing them for the advertisements ranging from Mexican celebrities to models and actors who have been a part of this brand at some point or other.

This strategy comprises of strong campaign aired on television and newspapers. Television is the key tool in broadcast media that help sellers to reach to the target audience and communication is done by broadcasting different advertisements (Kilinc, 2015). H&S ads helped to disseminate the product information, features and attributes of anti-dandruff shampoo to the target market to upper middle class people. The broadcast advertising helped to convey the unique features of anti-dandruff shampoo to the targeted youngsters and middle class audience attracting them towards the product. Spot advertisements are also broadcasted on television in the form of short ads that are placed between serials or programs. Facebook can be a medium sponsor that displays advertisements between programs and fashion shows conveying the message to the targeted audience.

Magazines and newspapers are the main medium for disseminating the message of H&S anti-dandruff shampoo. The banner ads and advertisements can reach to targeted audiences in the form of traditional print media. Advertisers can choose different spaces from classified with text and display ads having illustrations, photographs and graphics of the shampoo bottle in double-paged or full-page spread. The displays or texts can be published in different regional, local and national editions with a mix of content that includes entertainment, sports, fashion, business and politics. This helps in disseminating the product information and benefits to the targeted audience compelling them to buy the product (Moriarty et al., 2014).

Consumer magazines that cover wide range of interests include hobbies, sports, current affairs and health topics can be a medium of disseminating the product benefits and information ranging from classified to ads in white and black color. This is the best way for communicating to the mass audience (Tutaj & van Reijmersdal, 2012). The advertisement in magazines can be more effective than newspapers by lavishing displaying the logo of H&S and core message displaying the anti-dandruff formula present in the shampoo. People love to read fashion magazines and this communication medium can be helpful in disseminating the product information. When people search for beauty and fashion trends, placing the logo of H&S can be a way to reach out to the mass audience.

This can also be a way to sell the product in rural areas by involving in personal selling. This medium of communication can be helpful as it sells the product face-to-face to the customer after meeting them. The sellers can greatly promote the shampoo through appearance, attitude and product knowledge. This process is aimed at informing and encouraging the consumers to buy the product even as a trial (Moriarty et al., 2014). 

This method can also be used here the incentives are given to the dealers for the process of promotion. This helps to provide benefit to the wholesalers, consumers and customers stimulating immediate sales of shampoo to the customers through direct contact. This method also aims to stimulate trail, interest or trail among the targeted mass audience (Valette-Florence, Guizani & Merunka, 2011).

This is a strategic communication process that is aimed at building mutual relationships between public and organizations promoting a particular service or product. This process is also helpful in increasing sales of the shampoo being an important element of marketing (Khang, Ki & Ye, 2012).

This marketing method can also be helpful in diffusing message of product information for the audience through the process of e-commerce.

This marketing strategy can also be used for diffusing the message of H&S by displaying it on public places or streets that can attract customers and help them occupy a place in the minds of targeted audience whenever they hear about brand name (Nufer, 2013).

The targeted mass audience for the anti-dandruff shampoo is for all youngsters who want a presentable appearance through glowing and nourished hair. Due to hectic schedule and pollution, people are unable to take care of their hair and losing out the freshness. This is the reason; H&S anti-dandruff shampoo can be helpful for the youngsters in regaining their glow and dandruff free hair. Based on these consumer requirements, cognitive brand message strategy can be helpful for conveying the anti-dandruff properties of the shampoo. The brand image is important for tempting consumers to buy and use it repeatedly and this strategy can be helpful in conveying the same. Therefore, when anti-dandruff word comes in the mind of the people, they should refer to the product, H&S anti-dandruff shampoo.

Persuasion in advertisement marketing is important that consist of logos, ethos and pathos. This supports the cognitive message strategy tending that people are willing to buy based on emotions. The goal of ethos is to convince people for listening to them who has the likable or authority to explain. Logos is the way to persuade people using reasoning. In this process, statistics can be used for convincing people to buy product focusing on facts, data or evidence. Pathos is also a technique by using narrative art and film convincing audiences based on credibility of character or author.

These vital elements can be used for showing people the benefits of the product to buy on emotions of pathos and justify logos with fact. The key elements of pathos and ethos support the cognitive message being the most appropriate appeal for the marketing of the product. The pathos can be used for acknowledging the consumers about the benefits and product information (ethos) of anti-dandruff shampoo and attract mass audience towards H&S anti-dandruff shampoo.

For the execution of the product, it is quite essential to make a creative process that can help to reach out to the targeted audience about the anti-dandruff shampoo. Innovation and enhanced productivity can be helpful in disseminating the core brand message to the consumers. Advertising is the best way to convey the message of the anti-dandruff shampoo to the consumers through effective communication. Strategic implementation can be helpful in conveying the message through different ways:

• Testimonials execution: In this process, there is sharing of reviews by the person who has used the product that is illustrated in the testimonial. A celebrity or an ordinary person can provide their experience after using the product. The reviews given by an ordinary person can be greatly helpful as it is more effective given in testimonials. Celebrities that can be helpful for customers providing stardom give authoritative execution.
• Demonstration execution: Television is the best way to demonstrate the product through this system as it serves as an actual working.
• Comparison execution: This method helps to promote a brand by contrasting it positively with the competitors. Publicists concentrate on the brand traits as compared to others.

The big idea can help to make an emotional appeal generating curiosity among the consumers towards the shampoo by communicating the features, attributes and benefits of products to the mass audience. Communication mediums that can be used for the big idea are:

Broadcast media: Television advertisements can be helpful for communicating the features and benefits of H&S anti-dandruff shampoo for dandruff free and nourishing hair.

Print media: This medium can also be used by straightly executing it in newspapers and magazines that conveys the effectiveness of the shampoo.

There are other methods for executing the brand message by like creating brand awareness, elicitation of customer response, comparison with other competing anti-dandruff brands and internet media method through the social marketing sites like Facebook.

Dandruff is the main cause of hair fall and now with H&S anti-dandruff shampoo with ZPT can help to treat clear flakes and gives you nourishing hair. Now, H&S is available with anti-hair fall formula that gives fuller, stringer and thicker hair that is tangle free and manageable. The shampoo is available for both men and women with 95% less hair fall and 100% dandruff removal.

H&S anti-dandruff shampoo has key moisturizing components that give lusciously soft hair with 100% dandruff removal. The shampoo not only nourishes the hair but also locks moisture with dandruff free hair from the first wash. It helps to improve the texture and quality of hair giving flawless beauty and confidence. Feel the softness in your hair and leave the rest on H&S shampoo.

Piercing Inisght:

In today’s hectic schedule, we are left with no time to take care of our hair. When you have dandruff, you start losing hair and that affect your confidence and performance levels.

H&S: 100% dandruff free and nourishing free

 Product information and benefits can be explained to the mass audience through big idea message strategy being a scheme that can be helpful in attracting audiences and making people understand the positioning statement.

Brand Connection:

H&S is a perfect brand for having dandruff free and nourishing hair throughout the day boosting one’s confidence.

References

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