Marketing Mix + Sunsilk = Progressive Career

      There were so many products that launched everyday in different parts of the world. In just a blink of eye different products of different kinds were made. Just like Sunsilk—a worldwide shampoo product, is one of those many products that were made to supply all our needs for everyday existence.

     The purpose of this product review is to know the marketing mix of the given product. After knowing the marketing mix, I can conclude why this product was so progressive and popular.

 Product

                The product is a tangible one. It can be perceived by our 5 different sense organs and it is physical. This product was made for hair treatment it also has extra features that adds to the promotional strategies. It has different types of brands for different hair types. It can offer a hair treatment for frizzy hair; it also makes your hair smooth. If you want to have a good hair shape they also have available brand types to repair the shape of your hair. They also have anti-dryness for those who have dry scalp and so on and so forth. This made the Sunsilk very popular and trendy in the market.

                It can be classified as staple goods because consumers would love to buy it regularly. It is somehow a need for them to have shampoo for a better hair types.

Price

                They use market penetration to penetrate their market. They lower the price to attract their target audiences to buy the product because it is a need and consumers find irresistible whenever they buy this product. It is good strategy for the company to lower the price so that it can reach even to the lower class people of the society.

                They also used promo pricing. They give promos to all the buyers and the users of the product. It’s like if they buy a dozen sachet of shampoo they can get a free half dozen of it. If you will notice Sunsilk shampoo comes in two pouches per sachet which is a part of their promo so that it can attract customers to but their products.

 


Place

                Sunsilk is distributed in different countries including Philippines and Brazil. It started in one country until the company decided to reach other countries to penetrate big market. They first do the market segmentation which knowing and dividing the right segments or target place where the products put into. The company Unilever uses this step to know where they can place their products because it is very costly if they distributed all their products in different parts of the world. After segmentation, the company is now targeting its segments. They first identify their potential product then after which they now putting or establishing the product on the identified segment. Eventually after segmenting and targeting, the company is now positioning their product. They are now putting their product on the mind of their target audiences. They don’t want their product to be fantasized only but to be remembered by people.

This was the major segmentation used by the said product:

Geographic Segmentation, which is they first divide the markets into different geographical units such as nations, countries (Philippines and Brazil), Country Region (Particularly in Philippines, Luzon, Visayas and Mindanao), Density (Urban, Suburban and Rural)

Demographic Segmentation, which is they divide the market into group based on variables like age (adolescence and up), gender (it was really for female but now it can be for men too), family size (it’s for families 1-2, 3-4, 5+), family life cycle (young, single, married, no children, young married, older, married with children) and Nationality (Filipino and Brazilian)

Promotions

                The company promoted Sunsilk in different kinds of advertisement. First print advertisement, the product was promoted through this kind of advertisement. They can either use an endorser or simply the product itself. They use big artists or stars for the product to grow big and know by their audiences. They also use TV advertisements most especially doing some commercials that will informed their target audiences about the product. They also use endorsers to promote the product nationwide. Such endorsers would be Marian Rivera and Sarah Geronimo.

Coca-Cola Vanilla Discontinuation!

It has been stated here that Coca-Cola continued its progressive career as one of the top selling brand beverages n the world. Nevertheless, does its entire product lines were as progressive as those the classic products they’d launched?


This was really the big question not just only for this company or for this industry but for all the business entities worldwide.

Coca-Cola Company launched its new and fascinating product that will definitely adore by many Coca-Cola fanatics around the world. This product is none other than Coca-Cola Vanilla. This product was first introduced to United States before the management agreed to distribute it in the different parts of the world. This innovative product starts when local soda fountain workers (soda jerks) would upon request add a "shot" (roughly a couple of tablespoons) of vanilla syrup to a (12-16 oz) Coca-Cola fountain soda. This remained common practice in ice cream shops where vanilla syrup and Coca-Cola were both common items for decades. Because of that, Coca-Cola produced another line of products that was inclined to the vanilla sensations arousing from these people.

Distribution of a new variety of Coca-Cola products to a specific segment achieved its very first success until the company had decided to expand the production of it in the different parts of the world. At its very first production, the company made a lot of advertisement and marketing promotions so that people or audiences will be informed about the said product and eventually they will purchase it until it become their preferred beverages.

Before I forget, Coca-Cola Vanilla was made because of a large desire of people to put a vanilla flavor in their drinks so that it will become more delicious and the sweetness added is a plus factor of deliciousness of their drinks. Although, Coke products were made to have a little vanilla, the company had just decided to add up a vanilla flavor in their product so that people would very much like to buy the new product rather than the classic one which they will put some vanilla on it. It will incur less time and convenience for the people or the audiences.

So why Coca-Cola Vanilla discontinued and totally disclose to some countries most especially here in the Philippines? This was because the company had noticed the slumping of sales, from its very first distribution to its present production. Because of this, the discontinuation of production had been approved. The company would not want the product to get to its worst stage and definitely it will affect the credibility of the company if people and their investors might notice also about the continued slumping of sales.

Actually, I noticed that though, company uses a catchy advertisement to persuade the people. Again, it’s on the consumers hand if they want to purchase the product or not. I have visited some blogs about the discontinuation of this product and according to some, they like the traditional vanilla flavoring rather than the generic one because it’s their choice if they want to add up a flavor or not. Unlike the Coca-Cola Vanilla which has its fixed vanilla flavor on it.

People have different wants and needs and company should always keep it on their mind. They will love your product at first but as time passes by, they can find another product that for them suits their choice or most probably the other way around. You cannot tell. Everything changes and the moment that changes happen you should be ready for the consequences of it.

For those people who love to have this product. Meron pa kayong pwedeng bilhan. Meron pa siya sa Australia. HAHA If you can afford to buy the product on that country you may do so.

Coca-Cola. A Product Review.

Before we tackle the outcome of my review about the Coc-Cola company here in the philippines, we need to have a little overview and a background about the said product.

History

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The Coca-Cola Company and is often referred to simply as Coke or (in European and American countries) as Cola or Pop. Originally intended as a patent medicine when it was invented in the late 19th century by John Stith Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century.

Review

It is clear that Coca-cola started as a medicine to cure headaches. But, Coca-Cola found out that they cannot gain more profit in this industry—medicine industry. So they plan for what would be the best thing that they can do to achieve a high profit or better say that how can they PENETRATE they market. Until they decided to enter the beverage industry, shockingly that up to now they continue to penetrate the world market as well as gaining a high profit. There were many contributing factors that let this company (Coca-Cola) to be one of the most successful beverage industries in the world. One of which is a good promotional strategies they had established.

They made a lot of advertisement to catch the attention of their target audiences. First is making their very first banner showing model Hilda Clark. The ad is entitled Drink Coca-Cola 5¢. Until the booming of technological gadget like radios and TV’s, this made Coca-Cola one of the prominent beverages.

They also do some bottle changing so that their costumers would enjoy and it adds some curiosity in the customer’s mind that they will easily buy the new Coke bottle because they want to see and they want to touch its new shape. So that customers will continue to patronizing the said product.

They also did some more changes in the bottles. Aside from its shape, they also change the quality of the bottles. From using a glass bottle they developed plastic bottles and tin cans. They considered their customer’s convenience here because they can bring their cokes everywhere and when they done drinking it, they just need to put it on nearest garbage can.

We all know that Pepsi-Cola is one of their biggest competitors in the beverage industry. Before people patronize Coca-Cola here in the Philippines, Pepsi-Cola is one of the most popular beverages then. Until Pepsi-Cola achieved its defeat because of the raffle contest they’ve done. (I cannot elaborate more about the raffle contest because it is not within my concern) People who patronize the said product turn their back to them and welcomed Coca-Cola as their new drinking beverage. I might say that, this can be a plus factor in their career.

In this new millennium, Coca-Cola still fighting and battling to its number one competitor, the Pepsi-Cola. There were so many beverages boomed also in this era which become a threat to Coca-Cola Company. Again, they plan for a better penetration of their market and how they can get their old time customers to patronize again their product. So this starts the Coca-Cola invasion. All the small stores nationwide were the target of the Coca-Cola then because one of their biggest audiences belongs to the middle to lower class people of society. And through these small stores they can penetrate big market. So how do they do that? They visit a store one at a time and offer their product plus a free refrigerator and their stores will be painted by the Coca-Cola logo. But, they will just receive the incentives if and only if they will just only get their beverages in Coca-Cola only and they will not get other products to the other beverage company. This was a good move and a good promotional strategy

This was just only a small scope of my review in the Coca-Cola Company.

All what was stated here is just based on what I observed, this will not agreed by all. You can give some comments or violent reaction about the product review.