THE BRAND (THE 4 P’S) PRODUCT ASSIGNMENT HELP MIX

Vivel’s existing target audience included upper middle class, middle class house wives, high earning individuals and teenagers but keeping view the new segmentation strategies, new target group would concentrate on lower middle class, semi rural, individuals with an average monthly income of 1000-1500 GBP and females in their teenage and early twenties.

The positioning strategy of Vivel now concentrates upon building a proactive value proposition in the minds of the consumers, which would thereby give uniformity to other 4P’s of the marketing assignment help mix and would increase the brand security in the minds of the customers. Lovelock (2001) have explained about the positioning that Vivel would also focus upon psychographics and product assignment help aesthetics in order to construct sense of natural product assignment helps. Herbal aspect of the product assignment helps would remain the basic focus of the Vivel shampoo product assignment helps, as it would create an edge of the Vivel’s product assignment help over other brands available in the market. The brand aims at increasing its market share through penetrating into the minds of its customers through strong marketing assignment help surveys in order to understand the mindset of its customers in a healthier manner by Proctor(2000)

Vivel offers following range of product assignment helps in its shampoo segment:  Vivel Shine & Glow Shampoo, which is suitable for customers having dull to normal hair. This variant adds shine to the hair as it consists of Green Tea extracts and Natural Conditioners by Proctor (2000). Vivel Soft & Fresh, this variant is suitable for dry to normal hair types. It contains additional conditioners and Soya Protein which makes the hair soft, silky and they have a pleasant fragrance. Vivel Volume & Bounce, suites oily to normal hair. It adds volume and bounce to hair as it contains Jojoba oil and conditioners, which acts as soothing element for hair.

• Ultrapro anti-dandruff shampoo, this variant not only nourishes and moisturizes
Hair but also provide protection against dandruff twice better than the other
Product assignment helps available in the market. The company under the umbrella brand Vivel
launched this product assignment help in December 2008.
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PRICE
Category Key
Ingredients
Competition ITC Price Remarks
Vivel Shampoo Actipro K Sunsilk & Clinic
Plus
GBP 11.50 – 200ml Benchmarked
with Sunsilk
Source: McDonald (2001,p.30)

PLACE

The Distribution of Vivel shampoo starts from factories to its various distribution
branches. From these branches the product assignment help is further sold to wholesaler service providers
in the market situated at semi rural and rural sectors of the country and then the product assignment helps
are sent to wholesalers. Van (2002) have explained that After the product assignment helps have reached
the wholesalers they further penetrate the market in order to distribute it in farthest area
of their respective region in order to make the product assignment help available to consumers as being
targeted by the company. Retailers and sub wholesalers in those areas further purchases
the product assignment helps and then it reaches its end users i.e. The Final Consumers, being targeted
and positioned by the company.
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PROMOTION

Vivel shampoo is currently following three types of promotional strategies in order to
make its product assignment help available to consumers at distant places explained by Van (2002) The
company is making all possible efforts in order to reach its target audience i.e. people
belonging to semi rural and rural areas. The Promotion strategies of Vivel shampoo
includes:

• The Push Strategy – under this kind of promotion strategy the company pushes its
wholesalers and retailers to sell Vivel shampoos by presenting different kinds of
promotional offers to its customers. It also includes various personal selling
efforts made by the retailers and wholesalers in order to increase the sale of the
product assignment help. For example, company may offer its customers offers like buy one get
one free, free trials, discounts, buy-back guarantees etc. The main motive of push
strategy is to persuade the retailers and the wholesalers to give your brand
preference over other product assignment helps and promote it aggressively in their stores or
outlets through advertising and displaying in the store this is explained by Randall
(2001)

• The Pull Strategy – it is quite expensive method of promoting one’s product assignment help in the
market. Under this strategy company needs to spend heavily on advertising its
product assignment help using various advertising medias like on TV, radio, magazines etc. it is a
company’s effort in order to create a demand in the minds of the customer for the
product assignment help Randall, (2001) have explained that If such a strategy is able to create its
impact the customers would approach retailers for purchasing the product assignment help,
retailers would reach the wholesalers and the wholesalers would ultimately reach
the manufacturers for supplying the product assignment helps.
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• The Combination of Both Push and Pull Strategies – this type of strategy is
combination of both strategies wherein the company tries to create an impact on
the customer from the both sides. It not only tries to reach out its farthest
customers but also tries to pull customers by creating a need in their minds for the
product assignment help.

So, we can say that all the four P’s of marketing assignment help mix of an on organization are important in the
success of its product assignment help. All these factors take into account the internal and external environment
of the organization studies it thoroughly and then comes out with a market penetrating plan in
order to create a long lasting impact in the minds of the consumers and placing their product assignment helps in
the top most preferences available in the market for the consumers explained by Blythe (2001)
Source: (author, 2011)

• The price
range from
11 GBP - 15
GBP
• Lower
middle
income
group
• Rural area
• The Push
Strategy
• The pull
strategy
• Combination
of both
• Vivel Shine &
Glow Shampoo
• Vivel Soft &
Fresh
• Vivel Volume &
Bounce
• Ultrapro antidandruff
shampoo
Product assignment help Promotion
Place price
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COMPETITOR ANALYSIS

CLINIC PLUS

In UK clinic plus is the most wide-ranging shampoo, providing the 5 most essential hair health
benefits, strengthens Weak hair, prevents hair breakage, softens rough dry hair, shine for thick
and healthy hair and contains anti-dandruff contents where Blythe (2001) The franchise first
initiated in 1996 encompasses clinic all clear total. It is a two-fold shampoo, which not only
prevents the last dandruff flake and brings back lost nutrients. For daily use, clinic all clear total
is a dandruff formula.

V/S

VIVEL PROTECT ACTIVE HEALTH SHAMPOO

To gratify to the large popular market in the personal care category the Vivel range of shampoos
has been commenced. Technological developed product assignment helpion of product assignment helps is made under the Vivel brand classically known good for the skin and hair. The variety offers consumers access to some
of the best-in-class product assignment helps in stimulating tempting packaging.

CONCLUSION

The above discussion have Cleary mentioned about the distinctive marketing assignment help strategy being
adopted by the Vivel company where market segmentation, positioning and marketing assignment help mix is
explained keeping in view of the fact that target audience is from UK it was analyzed that Vivel
shampoo is for people who belong to lower middle income group or upper income group of rural
areas.
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