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Marketing

Introduction

Media Strategies

Following mediums are used by most companies for their advertising campaigns:

T.V.

Websites (fan pages on face book and other social networking websites)

Radio

Out of home advertising - billboards, posters

Print Ads

News papers

Magazines

Analysis

Majority of the shampoo and conditioner companies use all of these mediums. Pantene has used these mediums most effectively and aggressively. Dove shampoo and conditioner has not used any of the mentioned media strategies because since it is expensive and not much preferred among the masses. Only the A+ class can afford to buy it. Almost all brands are now on the web and have websites for themselves.

These websites promote products and brands as well as are very helpful in building strong relationships with customers and getting their feedback. Dove hair perfume has competitive advantage in this case, as it has a strong interactive fan page and website which has a well maintained consumer response system and works on involving the consumers directly through games, activities, animated get ups, activities such as daily hair tips and feedback. Other than that it is important to have a mix of different media in order to advertise so that the target market is reached through all possible channels of communication and at all levels to the target market. Dove Hair Perfume will follow this strategy very strongly.

Websites

Pantene, Herbal Essences, Fructis and Sunsilk all have a properly maintained website. However, Dove has one of the bets structured, well-constructed and organized website. Dove Hair Perfume will have its own website. It contains all information about its products and much more also.

Print Ads

Pantene and Sunsilk have placed several advertisements in different newspapers and magazines in US. These newspapers and magazines include dailies, weeklies and monthlies targeting different segments of the society.

Out of Home advertising

Out of home advertising has been strongly used by Pantene and Sunsilk. For example, Nestle Pantene and Sunsilk billboards are located in different cities and localities of US.

Frequency of advertisements

So far, the frequency of advertisements on television has been the highest followed by print ads, out of home advertisements and radio ads. Choice over time: Television commercials have been aired mostly at the prime time when the overall viewership is quite high. Such as during the morning shows; this has a large viewership from the housewives, popular drama timings, during sport hours, and during entertainment programs.

Analysis of Sunsilk Co Creation Ad

Big Idea

Life can't wait, says Sunsilk cares for your hair and makes them healthy and shiny in the shortest time because life is very fast and short.

Campaign Idea

7 Experts from all around the world brought together to make Sunsilk's line of shampoo the solution for all hair problems.

Primary Target audience

Women of social class A and B, Age 20-40, mainly it targets the women of 21st century, who are active, confident, extrovert, vivacious and enjoy their life.

Secondary Target audience

Old women, men, Children, people who use soap on hair instead of shampoo.

Brand personality

Lively, Vivid, Perfect, Professional

Brand positioning

An expert designed solution for every kind of problem, the hair ...