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Introduction - Head & Shoulders vs. L'Oréal Elvive: A Marketing Comparison
The term "principles of marketing" relates to the core concepts and methods that help businesses advertise, share, and close deals on products and services with the goal to satisfy consumers and accomplish goals. The aim of the report is to examine and contrast Head & Shoulders and L'Oréal Elvive Shampoo's promotional strategies using the 4Ps (product, price, place, and promotion). Head & Shoulders concentrates in anti-dandruff goods, whereas the L'Oréal Group's L'Oréal Elvive line offers a wide variety of hair care items. Within the anti-dandruff segment, Head & Shoulders has a substantial share of the market, and L'Oréal Elvive has made a name for being a major force in the hair care industry. The study explores the strategic applications of the 4Ps by every company to meet its goals and establish its place in the market.
Findings
Target Market
Comparison of the Target Markets for L'Oréal Elvive and Head & Shoulders Shampoo
Head & Shoulders Shampoo
Head & Shoulders Company possesses built a strong existence in a hair care business by aimed at a definite customer base. At Head & Shoulders, the ones suffering dandruff-related issues are the main emphasis. Adults as well as teens are among the vast age group that Head & Shoulders target. A frequent problem which may afflict people of any age is dandruff, which is more prevalent in adolescence and maturity. The business is aware of it and designs its products with this age group in mind (Lahtinen, et. al. 2020). Head & Shoulders serves as a gender-neutral brand those appeals to all sexes. Head and Shoulders recognize that dandruff is a non-gender-specific problem and responds to the requirements of all its customers. With this affordability technique, middle-class customers may efficiently control their scalp problems without going over budget.
L’Oréal Elvive Shampoo
As a member of the L'Oréal Company, L'Oréal Elvive approaches the hair care sector more broadly through offering an extensive selection of products that meet the demands and kinds of hair of different consumers. These traits are present in the company's target market: The target market for L'Oréal Elvive spans a broad spectrum of ages, from adolescence to senior citizens. While Head & Shoulders concentrates on problems associated with flakes, L'Oréal Elvive covers a wider range of hair challenges, such as hydration, repair, color protection, and more. They can reach a wider age range with this approach. The unisex brand L'Oréal Elvive is comparable to Head & Shoulders. It is aimed at both sexes, acknowledging a widespread desire for hair care items that address a range of kinds of hair and problems (Sirajuddin, et. al. 2023). The pricing variety for L'Oréal Elvive's products ranges, including both budget-friendly and high-end choices. The target demographic for L'Oréal Elvive is primarily in need of a variety of hair solutions.
Product
Levitt's Model of a Brand
According to Levitt's Model for a Brand, there are several notable practical and psychological distinctions between Head & Shoulders and L'Oréal Elvive Shampoo.
| Functional Level |
Head & Shoulders uses packaging that is professional in nature; it is usually a white container with blue accent. The layout is quite utilitarian and makes clear that controlling dandruff is its main goal. The brand emphasizes effectiveness and dependability (Pal, et. al. 2020). On the contrary, L'Oréal Elvive Shampoo seems to be more emotionally appealing. The product's packaging comes in a range of stylish, vibrant bottles and labeling. This design exudes elegance and luxuries, which is in line with the brand's dedication to provide a fun and emotionally fulfilling hair care treatment. |
| Emotional Level |
The core qualities of the Head & Shoulders brand are honesty and confidence. Its straightforward package and clinical style, which aims to relieve dandruff, indicate reliability and efficacy. L'Oréal Elvive Shampoo prioritizes feelings, elegance, and beauty. Its colorful and eye-catching packaging conveys a brand that improves your whole feeling of wellness and expressing oneself in addition to caring for hair. |
Aaker’s Brand Personality Framework
The main characteristics of Head & Shoulders are knowledge and honesty. The brand has been recognised as sincere, dependable, and reliable when it comes to successfully treating dandruff problems. Its professional packing highlights these features. More in line with refinement and enthusiasm is L'Oréal Elvive Shampoo. Through its appealing packing and marketing techniques, it emanates elegance. The brand is a representation of opulent expressing themselves because of the vast array of items that arouse enthusiasm and expectation.
Price
| Product |
Head & Shoulders Shampoo |
L’Oréal Elvive Shampoo |
Competing Products |
| Price (Per Bottle) |
£12.24 - £16.32 |
£17.13- £24.48 |
Varies extensively |
| Bottle Size (ml) |
250ml - 400ml |
300ml - 400ml |
Varies extensively |
| Price Range |
Affordable |
Affordable to Premium |
Affordable to Premium |
Conclusions
Head & Shoulders Shampoo price
The Company has a price approach that is competitive. Usually, a bottle of shampoo costs between $£12.24 - £16.32. By projecting an image of affordability, this technique opens up the brand to a wider range of consumers.
Pricing for L'Oréal Elvive Shampoo
Company has adopted comprehensive pricing approach which further helps in attracting customers. The spectrum of prices for each bottle is £17.13 to £24.48, which represents both budget-friendly and luxurious choices (HALIM, et. al. 2020). L'Oréal Elvive offers products that fit a range of prices and requirements in an effort to appeal to a varied consumer base.
Competing items
The pricing of competing items in the marketplace vary greatly. Certain manufacturers cater to consumers on a budget by providing shampoos at cheaper price ranges, while others provide luxurious, luxury alternatives. This variety points to a fierce competition wherein companies compete to win over different market niches via unique price tactics.
Place
Head & Shoulders Shampoo
It is well acknowledged that Head & Shoulders has become a mass-market brand. Products from the brand are easily found in a wide range of stores, such as pharmacies, grocery shops, grocery stores, and internet marketplaces. The firm heavily represented in the hair care section of many mass-market grocery stores while doing in-store analysis. The company has a similarly strong online presence, with an extensive range of Head and Shoulders items available on several e-commerce sites. The availability and dependability of the Head & Shoulders brand are reflected in this wide distribution network. By emphasizing the easy it is for consumers to locate their items, the firm hopes to reach a wider audience with its anti-dandruff treatments (Muftiyanto and Hastuti, 2023). The brand's broad availability and reasonable prices add to its standing as a reliable and efficient product.
L’Oréal Elvive Shampoo
On the other hand, L'Oréal Elvive Shampoo takes a more diverse strategy to dispersion. It distributes its goods via mass-market retailers and internet markets, but it also positions its goods in stores that focus on cosmetic and splendor, such upscale department stores and specialist beauty boutiques. The luxuries, beauty, and expressing oneself brand characteristics of L'Oréal Elvive are reflected in its marketing strategy. Products from the company are presented as a component of an upgraded beauty expertise, highlighting the notion of hair care constitutes an opulent and indulgent element of a woman's beauty regimen rather than merely an unavoidable expense.
Promotion
Shampoo Head & Shoulders
The brand has a track record of using several channels to advertise its goods. The business is well-known for its massive TV commercials that highlight the efficacy of its anti-dandruff products. They also use social media, interacting with clients on sites including Instagram, Facebook and Twitter offering informative articles about hair care and preventing dandruff. The message of Head & Shoulders highlights the brand's affordability and dependability while highlighting its dedication to providing people with dandruff with appropriate hair care treatments.
Shampoo L’Oréal Elvive
L’Oréal Elvive Shampoo, to be an organization with an emphasis on luxury and splendor, employs an array of promotional channels for reaching its intended demographic. The company spends money on psychologically and physically captivating TV and movie commercials that highlight its goods as a component of an upscale beauty routine (Mohamad, 2022). In addition, L'Oréal Elvive is rather active on social networking sites and on its own website, highlighting the luxurious and transforming experiences that its goods offer. The brand is positioned in the message as a high-end option that improves one's whole appearance and well-being.
Conclusion
In summary, Head & Shoulders as well as L'Oréal Elvive Shampoo's use of the 4Ps reflects their unique brand goals and intended consumers. Head & Shoulders successfully uses affordability, accessibility, and dependability to provide consumers with dandruff problems and establish its reputation as a reliable brand. L'Oréal Elvive Shampoo, on the other hand, uses a flexible price and distribution strategy, highlighting its luxurious and attractive characteristics that appeal to a wide range of customers.
Recommendations
- Head & Shoulders should expand its products to cater to a wider vary of hair care specifications, thereby increasing portfolio diversification.
- L'Oréal Elvive Shampoo could improve its brand image by highlighting environmental sustainability as well as social accountability in its advertising to meet the increasing demand from consumers for products that are socially responsible.
References
Books and Journals
- HALIM, M.B.B.A., ISHAM, F.F.I.B.M. and AMIRUDDIN, N.N.B., 2020. THE IMPACT OF MARKETING MIX (4P’s) ON CONSUMER PURCHASE INTENTION OF COSMETICS PRODUCT.
- Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), pp.357-375.
- Mohamad, M., 2022. Green marketing mix and intention to purchase green cosmetic product: Mediating effect of self-efficacy.
- Muftiyanto, R.T.N. and Hastuti, I., 2023, September. INCREASING SALES WITH THE ROLES OF MARKETING MIX (A STUDY OF THE COSMETICS BUSINESS). In Proceeding of International Conference on Science, Health, And Technology (Vol. 4, No. 1, pp. 501-508).
- Pal, A., Panda, P. and Mukkamala, S., 2020. Recent trends of cosmetics in India: A review on marketing strategies and consumer behaviour. International Journal of Management (IJM), 11(7), pp.1-10.
- Sirajuddin, R.S.B., Senathirajah, A.R.B.S. and Haque, R., 2023. Marketing Mix Influence on Consumer Buying Behavior: A Case Study on the Cosmetics Industry. International Journal of Professional Business Review, 8(5), pp.e01499-e01499.
