Question

Use the product HiBAR shampoo to address the topics below. First do some research on the company, product and their use of advertising and publicity. The focus is on Advertising (paid media) and Publicity (earned and owned media).

Target Market: Describe the primary target market for HiBAR shampoo

Marketing Mix: Explain the marketing mix used by HiBAR

Advertising and Publicity: Describe the use of Advertising (paid media) and Publicity (earned and owned media) to promote HiBAR shampoo. Are these efforts successful?

Answer 1

answer-

Target market-

Company segmented the market based on demographic and pyschigraphic factors-

Under demographic factors, Company target customers especially women from age of 18- 35 years. Customers who belong to middle income class family.

Under pyschographic factors, Company target customers who like environment friendly, plastic free and creulty free products. Customers who like to try new things.Customers who are busy and have no time to go salon to treat their hair so this product is easy and fast solution to have better option for hair shampoo and condition at home.

Marketing mix-

Product-

The product is the first element of marketing mix. The product in this case is solid shampoo which is organic with natural ingriedients, free from chemicals and paraben. Solid bar shampoo which is free from plastic and can be used just applying in hair with water and make hair more smooth, condition and free from dryness. This product comes in three color blue, orange and green bars.

Price-

The price is the second element of marketing mix. The price make sure that company is earning profit of not. Company uses low cost pricing in which company charges less price than other shampoos in the market. for example- Its basic price is around $13.74 for 3 ounce which is quite low as compared to other products in the market.

Promotion-

Promotion is the element to promote the brand and product to target market. It is used to inform and influence customers to buy the product. Company uses TV advertisement, social media, posters in cities to promote the hibar.

Place-

Place is the fourth element of marketing mix. Customers can purchase this product by ordering it from its main site. They can also order from ecommerce site like amazon. customers can go to retail stores like walmart to purchase hibar.

Advertising and publicity-

Comany advertise its hibar in TV commercial which is quite effective and successful to catch attention of target market. Company also pays social media influencers and models to advertise this product.

The publicity comes from its new idea to put shampoo in solid bar and make a cause related marketing event to make world free from plastic pollution. This is very successful idea to be a social brand and create good image in the eyes of customers.