Factors affecting marketing strategy

Factors affecting marketing strategy
Name
Institution
Factors affecting marketing strategy
1. (a)
When you walk to the Harmon Discount Hair Care, it is not easy to buy Harmon Hair Therapy Moisture shampoo since is high involvement product. Every consumer has achieved a certain status in life and has adopted a certain style of his or her hair, therefore, will have to decide on whether Harmon Hair Therapy Moisture shampoo will meet the standard. One thing about Harmon Hair Therapy Moisture shampoo is that is has a lot of ingredients which requires that the consumers apply it with a lot of care. Though it has different prices depending on the quantity, the product as well comes in different versions lie Nexus version and Mitchell version that will leave the consumer to choose on the best version. Its application is a bit technical where the consumer will have to rinse the hair using lukewarm water upon applications then the moisture conditioner. Thus the product is a high involvement one where the consumer will have to make some determinations before buying it.
(b).
Harmon Hair Therapy Moisture shampoo exhibit quite some perceived quality signals pertaining advertising intensity, price, and warranties. It comes at different prices depending on the version and the quantity purchased where 200 ml goes for $5.99 and 300 ml for $9.99. Thus the quantity will vary the prices. Harmon Hair Therapy Moisture shampoo has received very little advertising, but they have been doing very well regarding sales due to the low cost despite the fact that they come in different brands that would demand costlier price tags.

The advertisement intensity has only limited to the website of the Harmon face values. They give a guarantee of 100 percent satisfaction for any product bought online and is the fault. The return may the take the form of emailing or taking to Harmon face values store.
(c)
The approach to the Harmon Face Values Hair Therapy Moisture Shampoo am making is not a mimic to the existing campaign but a unique one. The common campaign tool available for this product is only online advertisement via the website of the store. Though I will stick to online advertisement approach, I will go beyond to other online media sites including social media and browsers. I will as well introduce the product to the advertising websites and academic sources such as books and essays in order the brand name to reach as many people as possible on the availability of the product.
Q.2
Market size
The advertisement targets a huge market size as the hair care services industry continue to nourish year in year out. Based on the U.S Census, the United States of America has one of the largest markets for the hair care products. The latest 2012 statistics indicate that there was 78, 246 hair care services establishment a representation of $65 billion (Bureau, 2010). The shampoo and conditioner alone were worth $4.3 billion. Most of the users of the products are the modern families that prefer modern and new products in the market. Modern families are always first consumers who get it first whenever the products get to the markets. Young people have also impressed the hair care market as they are the increasing consumers of the products.
Market patterns of growth
The industry has as well indicated the possible growth and has been growing at CAGR of 2 percent a trend that is likely to be seen for the next years to come. The growth trend CAGR of 2 percent has been in existence for the last ten years and is a trend likely to be experienced for the next ten years up to 2028 and even do better (PR, 2017).. With the high hopes that the market is likely to do better in future, the product can swiftly switch to the national brand with only little adjustment in quality signals such as price.
Influencing factors
The market segment is influenced by different factors including the increase in the population of those seeking the hair care services. The consumption of the shampoo products has been seen rising more so among the young people (PR, 2017). Another factor affecting the market segment has been the continue increasing consciousness in the fashion where the consumers prefer what is trending in the market. Finally, most consumers are now adopting using the hair dye early enough that call for the cleaning up of hair using shampoo. This is likely to agitate the market segment for the shampoo product consumption.
Q.3
Every consumer would want to spend less on the quality products, and that is the purpose of making this product a national brand so as consumers can save money. Thus the market segment for the Harmon Hair Therapy Moisture shampoo is anticipated to gain momentum. The market segment is influenced by the partners in the hair care industry like the hairdressers who require that our customers wash the hair before being attended to in salon. Some esteemed customers are the regular users of the products, and they relate in one way or the other to the potential customers like parents, friends, and relatives (Jovanović, Vlastelica, Kostić, 2016). They influence other customers to get the products for usage even though they have never used it. Celebrity groups like musicians are the regular users of the products, so they as well influence others to get the product.
The diffusion rate is very important in moving the product to the national prominence. It then means that the diffusion rate must be tactical enough to help this happen. The best diffusion rate to adopt will be analytic comparative and testing to allow the customers be in good position to compare different brands (Jovanović, Vlastelica, Kostić, 2016). It will also allow customers spend very little time on choosing which brands they like. Testing gives them their favorite and walks away from the best brand they desired to have.
The diffusion determinant based on the comparison will allow the consumer buy different brands serving the same purpose at affordable prices. The diffusion inhibitor will reveal to the consumers of the low value in lower pricing. The diffusion enhancement strategy will base on the customers obtaining the brands depending on what is within their budget.
Q.4
Harmon Hair Therapy Moisture shampoo has unique characteristics that make it outstanding in the market among other brands in the industry. First, the product is packed in different shapes depending on the shape of the bottle the customers like most. They have the moisture content allowing the hair to remain moist upon the application by the consumers and consumers’ hair does not go dry for quite some time. The colors differ from blue, white to grey among many colors, so the customer has to choose the favorite color he or she likes most. It has the antibacterial contents that help fight the skin bacteria so will leave the skill of your hair cool and save (PR, 2017). It is non-poisonous, and its contact with the eye only needs immediate rinsing then it becomes ok.
Q.5
The product can best be identified with the color dimension in which it comes in. It comes in different colors including blue, grey, white, pink among many depending on the customer color preferences. It then means that every customer going to the store to get the product will not miss on any because of the color she prefers not being available. These different colors of the product all have the power to keep the hair moist for as long as seven days without the consumer visiting the salon for rewashing again. Despite the color of the products, your hair will retain the original black color and does not change the color of the hair. The different colors as well have the different nice scent that will increase your confidence even in public. The colors look more attractive walking with any brand in public, and it is very attractive.
Q.6
One of the impressive features of the products is its simplicity in its application. It is a fact that the product has rich content of ingredients, but this does not affect its application once the product has been obtained. This then means that the learning need of the product will be low involvement and the users will not have any difficulties in knowing the usage and how to apply the product to cleaning hair. Customers who buy the product can easily rediscover it from the influence people like the parents and friends or anyone who referred them to the product and are already using the product. Information about the product is available on the company’s website, and this will also be made available on the internet so consumers can get more information.
Q.7
It is the desire of every individual to appear good before others and in public. Consumers using the product will experience a change, especially in their hair appearance. The nice appearance will automatically change the lifestyle of the consumers as well impact on their behavior. Since the hair of the consumers will be looking good in appearance, they will increase their association and become more social with others with confidence. As the consumers will be the brand ambassadors, the purchase of the product will go up as friends, colleagues or even the parents of the already those consuming the product would want to taste the product.
Q.8
The product its self is an influencing factor for the consumers to buy and taste it. However, the campaign for the product adds more weight to be the suitability of the product. The campaign is only meant to give more insight into the contents, features, uses and the importance of the product. So far, the campaign brings out all these in the product, and any potential customer will stop and consider obtaining the product and taste it. However, the campaign helps discover the need to give the product different scents depending on what customers like. So far the scent of the product is similar across all brands.
References
Bureau, U. (2010). American fact finder. Community Facts.Jovanović, P., Vlastelica, T., & Kostić, S. C. (2016). Impact of Advertising Appeals on Purchase Intention. Management (1820-0222), (81), 35-45. doi:10.7595/management.fon.2016.0025
PR, N. (2017). The global baby hair care products market is forecasted to grow at a CAGR of 6.20% during the period 2017-2021. PR Newswire US.