Does batiste sell in china

Comprehensive Learning Assignment 1

March 29, 2020

Comprehensive Learning Assignment 1

Part 1 of 2: Competitive Analysis for Batiste Dry Shampoo

Batiste Dry Shampoo is a personal hair brand established in 1975 and is currently the number one brand across the world (Batiste becomes number one dry shampoo brand globally, August 22, 2016). The product made to refresh between washes and makes the hair clean, fresh, and improved body and texture. The product usage does not require water. The consumers take their hair flat to fab with the product where they spray in, massage, style, and go. The key merits of this product are vegan friendly, removes oils for added texture and volume, has a clean and classic scent, and instantly refreshes hair without the need for water. Despite these benefits and its quality, Batiste Dry Shampoo has faced stiff direct competition from Lush No Drought Dry Shampoo and Aveda Shampure Dry Shampoo.

Industry Analysis

In 2018, the global dry shampoo market size stood at $3.3 billion. Particular features such as absorption of excess oil and grease without water drive the industry (Agwu, 2018). Companies such as Aveda and Lush are present in the industry where they offer shampoo products that are substitutes for each other. Aveda Company is an American cosmetics firm that has its headquarters in the Minneapolis suburb of Blaine, Minnesota. Aveda both sells natural and organic cosmetics as well as offering certifications to some spas and trains workers of its affiliated salons and spas. On the other hand, Lush company in Poole, Dorset, the United Kingdom specializes in cosmetics. Lush is slowly taking the industry by storm through becoming a specialty beauty dealer. It deals with handmade cosmetics for body, skincare, bath, and hair. The company has 250 standing shops and malls in North America and 661 in 49 countries across the world. A ranking by Beauty Inc. positioned Lush company in position 34th up from 46th in 2012 (Saidani, 2019).

Both Lush and Aveda companies pose a competitive threat to the Batiste company in various ways. For instance, Lush company new products such as bathing cosmetics are likely to attract more customers through its new shops and malls; thus, posing high chances of decreasing the market share of the Batiste company (Jindal, 2020). Aveda company, on the other hand, uses product expansion and diversification as a competitive edge in the industry. For instance, it offers certifications to spas as well as training workers of its affiliated salons and spas. This strategy enables to company to increase its share market and cover large markets compared to Batiste that operates on one line of products.

Competitive Analysis

Aveda Shampure Dry Shampoo

Strategies: The product is all about gentle formulations and calming aromas. The product’s delivery system and the lack of liquid in the composition make it different from Batiste Dry Shampoo. Most of the Batiste Dry Shampoo in the market are aerosols and contain liquid to deliver the powders to the hair. The key features of the product which make it different from Batiste Dry Shampoo are available refills, 99.8% naturally derived, a non-aerosol mist that absorbs excess oil between shampoos, and calming shampure aroma with 25 pure flower and plant essences (Shaju, 2015).

Objectives: The company aims at increasing sales where it has improved its product such that customers can access refills. The availability of refills aims at attracting more customers leading to increased sales.

Strengths and Weaknesses: The product strengths are that it has refills, easy to use and is non-aerosol powered. However, its weakness is that Aveda Shampure Dry Shampoo is challenging to apply because a consumer must squeeze the bottle, which leaves a giant mess of powder everywhere.

Opportunities and Threats: Aveda Shampoo product has a widening consumer base. The product is at high demand across the world, since it is mostly used by women. Global women’s population in the world is bigger than that of men and is changing as the number of mature women is continuously to increasing. The major threat is direct competition from Batiste Dry Shampoo that is widely sold at international markets at lower prices. It makes hard for Aveda Shampure Shampoo to enter markets already dominated by Batiste.

Lush No Drought Dry Shampoo

Strategies: Lush No Drought Dry Shampoo has faced Batiste Dry Shampoo, where it has emerged as the nice product in the industry. Although it smells of citrus, absorbs oil, and even offers a bit of volume, customers do not prefer Lush shampoo, but purchase Batiste brand because Batiste dry shampoo is easier to apply without the mess due to the bottle design (aerosol can). Consumers go for many days without washing their hair using Batiste compared to Lush. Lush No Drought Dry Shampoo gives its consumers a white cast regardless of whether they put too much or small on a specific section of hair.

Objectives: The company intends to make more profits since it has improved its product as well as selling a variety of cosmetic products. The firm offers consumers more incentives to shop, including the Black Pot Program that enables them to exchange five empty Black Pots for a facemask.

Strengths and Weaknesses: The product is customer-centered. Before its launch, many customers had requested the company to make Lush No Drought Dry Shampoo. The high demand resulted from the distinctive domestic marketing campaign. The main weakness is that Lush product was sold at higher price compared to Batiste product, hence giving Batiste a price competitive advantage.

Opportunities and Threats: The increased perception of beauty as lifestyle and self-attractiveness and as well as the sophistication of hair-care are the main opportunities for Lush. However, the reaction from Batiste posed a threat to Lush.

Conclusion

Overall, the company’s survival in the global dry shampoo industry needs competitive. Batiste Dry Shampoo has taken price advantage to remain ahead of Lush and Aveda in both industry and the market. Lush and Aveda products are sold at higher prices compared to Batiste Dry Shampoo price. As a result, the demand and sales of Batiste will automatically increase in the market.

References

Agwu, M. E., & Onwuegbuzie, H. N. (2018). Effects of international marketing environments on entrepreneurship development. Journal of Innovation and Entrepreneurship, 7(1), 1-14. doi: http://dx.doi.org/10.1186/s13731-018-0093-4

Batiste becomes number one dry shampoo brand globally. (2016, August 22). Retrieved from https://www.cosmeticsbusiness.com/news/article_page/Batiste_becomes_number_one_dry_sha poo_brand_globall y/120420

Jindal, P., Zhu, T., Chintagunta, P., & Dhar, S. (2020). Marketing-Mix Response Across Retail Formats: The Role of Shopping Trip Types. Journal of Marketing, 84(2), 114-132.

Saidani, B., & Sudiarditha, I. K. R. (2019). Marketing Mix-7ps: The Effect on Customer Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 7(1), 72-86.

Shaju, M., & Naser, A. (2015). Marketing plan of teen Shampoo.

Part 2 of 2: The Marketing Mix Analysis for Batiste Dry Shampoo

The 4P’s Model

Product

The Batiste Dry Shampoo is a know brand in the market thus the brand becomes a competitive advantage. This advantage is because consumers know the brand as the best in keeping hair clean, fresh, and healthy. The product packaging is different from those of other substitutes because it comes in a tin can that has different marketing colors that are typically pastel shades. The tin cans are of five different colors that are yellow, green, pink, purple, orange (Donndelinger, 2020). A can of Batiste Dry Shampoo is mostly aluminum, metal, and plastic. Metal can is not common among Lush and Aveda products in the industry. The Crown packaging manufactures tin cans and focuses on safety, innovation, and efficiency. In 2011, the Batiste company launched new packaging for the product where Barraclough Associates have redesigned the whole item range for Batiste Dry Shampoo (Ismail, Haron, Ahmad, Ibrahim, & Darun, 2018).

Barraclough Associates have redesigned the brand such that it can stand out from the salon crowd and compete with Aveda Shampure Dry Shampoo in the market. As the process of redesigning, the Associated noted that the convention within the dry shampoo market is for sanitized packaging with little self-expression for items within ranges. The Batiste product is built on its “inherent quirkiness” (Shaju, 2015). The new Batiste Dry Shampoo packaging design results from the desire to stand out from the range of salon dry shampoos that are emerging which are very “sanitized and corporate-looking.

The leading brands are tropical, floral, blush, cherry, brilliant blonde, original, fresh, neon, and divine dark. These brands are of different sizes; for instance, the original brand is 300ml, Bare Fragrance 350ml. The nature of the brands’ labelling informs a consumer on the chances of being satisfied after purchasing the product (Abidin, 2017). Batiste Dry Shampoo as a hair product line has tried to make the brand more noticeable by the label design that has a variety of attractive colors. The product is of high quality since it is a starched-based item with an innovative no water required plan. It leaves hair feeling fresh and clean. The manufacturers of the product get adequate training and engage in market research to come up with a great brand image.

Price

The cheaper price has given the product a competitive advantage since Batiste Dry Shampoo is of high quality, but sold at lower price compared to Aveda No Dry Shampoo. For instance, cheaper brands include Batiste Dry Shampoo, original, 300ml, costs $9.38, Batiste Dry Shampoo, Divine Dark is sold at $18.37, and Batiste Dry Shampoo, Tropical Fragrance is sold at $6.15 (Shaju, 2015) .Also, the demand and supply, the cost incurred in the supply chain, and competition determine the pricing of the Batiste Dry Shampoo product. If Lush Dry Shampoo and Aveda Shampure Shampoo are priced at a lower cost than that of Batiste, it means Batiste price would need changes to avoid losing customers. Both Lush and Aveda pose a direct competition, hence influences the price set up of Batiste Dry Shampoo.

Promotion

The specialist staff create newsletters and e-mail product’s consumers on which product brand is suitable for them. Salesmen within the distribution stores know the expected product brand and information given to stores. Consumers go online, and the company prescribe the consumer individually on what they need for their hair. Generally, Batiste Dry Shampoo is available online; thus, customers can view online adverts and make their orders. Batiste company advertised “Yes You Can” brand campaign (XXL Volume Spray) that targeted women to make them improve life with the hair and style with confidence.

Further, the Batiste uses TV commercial under tagline “Boss Your Morning” an advert of 15 seconds to market the product. Facebook, Twitter, and YouTube help in promoting different brands of the product such as Batiste Blush Dry Shampoo, Batiste Original Dry Shampoo, Batiste Tropical Dry Shampoo, Batiste Cherry Dry Shampoo (Shaju, 2015). The used tagline is “Yes You Can.” The customer satisfaction service monitors whether the consumers get satisfied with the product. If a consumer is not happy with the product, she gets a full refund.

Place

The product is found in various major retailers such as Rite Aid, Walmart, Target, Amazon, and CVS, unlike Lush and Aveda products that are not well-distributed in the market. Most salons use the product to meet their clients’ hair needs. The company have a section in each of the shops and outlets in which they sell the product, follow the theme of “tropical” and design their stand depending on the sections (He, 2019). Small sections dedicated in each distributing store for Batiste are designed based around the item. The Batiste Dry Shampoo is available at the global level, where it is now available in more than sixty states across the world. The brand leading markets across the world include the United Kingdom, Australia, Germany, China, Canada, and Mexico. These markets make up 94.7% of the recognized international dry shampoo market sales, Batiste Dry Shampoo. The brand aims at getting into the hands of more consumers for them to experience the game-changing product. Worldwide, Batiste Dry Shampoo is available at Clicks, Dis-Chem, and selected Spas.

Conclusion

Conclusively, Batiste Dry Shampoo through 4P’s as competitive advantage has maintained brand and covered large market. The price of the product is a competitive advantage since Batiste Dry Shampoo is sold at lower prices despite the product being of high quality. As a result, the product is highly demanded across the world in countries such as the United Kingdom, China, Canada, and Mexico. Through the use of the Internet and social media platforms, the product marketing strategy has increased sales and promoted the brand as of high quality and the one that meets the needs of customers.

References

Abidin, Z., Harahab, N., & Boimin, B. (2017). Analysis of Marketing Mix on Purchase Decision of Softboned-Milkfish “Mrs. Jeni” in Malang City of East Java. ECSOFiM (Economic and Social of Fisheries and Marine), 5(1), 30-41.

Donndelinger, J. A., & Ferguson, S. M. (2020). Design for the Marketing Mix: The past, present, and future of market-driven engineering design. Journal of Mechanical Design, 142(6).

He, B., Gan, X., & Yuan, K. (2019). Entry of online presale of fresh produce: A competitive analysis. European Journal of Operational Research, 272(1), 339-351.

Ismail, I., Haron, H., Ahmad, M. H., Ibrahim, D. M. N. D., & Darun, M. R. (2018). Cases on Competitive Analysis of Selected Corporate Foundations in Malaysia. IIUM Journal of Case Studies in Management, 9(1), 7-20.