Natural and Organic Salon Products is a new firm that is introducing a range of

Question

Natural and Organic Salon Products is a new firm that is introducing a range of Hair Care products. It has appointed a regional manager for the state of Oklahoma and plans to introduce its products in the state. The products include shampoos, conditioners as well as a range of hair color products and hot oils to strengthen hair and improve hair growth. The products minimize the use of many chemicals and have been tested and found to be as good if not better and more convenient than many well known brands.

The firm plans to market these products to Salon chains, small independent salons, as well as directly to consumers through many small and regional retail outlets for consumer and cosmetic products.

1.       Develop the different elements of a Sales Promotion program that may be used by the Regional Manager. In this context discuss the use of both a “Push” or Trade Oriented policy and a “Pull” or Consumer Oriented promotion policy. Discuss which do you consider more important, or how they may be used together.

Explanation / Answer

For implementation of a sales promotion programme in this specific category of product, making the product available to the salon as well as from the small retailers would be the most appropriate approach. Implementation of this type of program would require social media awareness as it is one of the best tools for creating awareness for any specific new program in the society. Offering samples at different crowded places such as malls and Markets would also be one of the main activities involved in promotion of the specific product to increase the impact of brand on the individuals.
Strong Promotional strategy and proven effectiveness of the shampoo on the dandruff has built a strong customer base. Effectiveness of the shampoo as well as mouth to mouth publicity has also been very effective for the brand to maintain their effectiveness and an advantage over different brands to Grab the attention of the customer. Direct response print media increases the reach of the product and directly enhances the overall availability of a wide available targeted customers. Promotional strategies can be demolished by different other competitors which are growing more customer oriented promotion strategy. By statistically developing a promotional strategy which works online, competitors are gaining advantage over different section of the promotions being developed by then. As the world is moving towards more concerned online shopping, effectiveness of the different promotional strategies regarding an online retailer is getting very tough.
Print media has a wider reach in Suburban and rural regions as compared to the mail based direct response communication. Direct mail provides availability of the targeted customer and the mailing could be done to the specific targeted customer for increasing the overall effectiveness and reducing the cost of the advertisement as the promotion process. Direct mail is the most popular type of correct communication method. Direct mail is very efficient way of communicating with the targeted customer as it provides a specific target. By having a specific target one can easily increase the level of implementation of different promotional strategies. Direct mailing also enables advertiser to effectively target the customer and to provide customer centric products. It is very widely used as a tool for promotion as it provides accurate and more effective results.

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