Dry shampoo at dollar general

Marketing Plan Focusing On Media Plan For Batiste Dry Shampoo

Part 1: 5-7 Pages Paper

Write an APA 6th ed. formatted paper, of 5 to 7 pages in length not counting the title page, references list or appendix. This paper is to be a reflection of what you have learned during the course. Please edit and include a synopsis of a plan you developed in the PA and CLA assignments for the marketing of this product. Using the CLA 2 GUIDE TO THE MEDIA PLAN develop an integrated marketing communications plan for your product/service. Develop a 3-5 page, (this is part of the 5 to 7 pages), media plan for this section that examines the identification of the target market, clearly states the communication message and how you will relate the message through your selection of specific modes of communication. Your media plan will look at four of the major modes of communication elements, such as advertising (traditional or new media), sales promotion, personal selling if applicable, public relations, direct marketing and/or you may use trade shows, outdoor signage if a strong fit in an IMC program. You are to develop a promotion mix budget and describe how you will secure the funds and allocate to the marketing communication activities. The final paper should include the Executive Summary to present the plan.

● The table of contents for the final CLA 2 assignment includes:

● brief introduction of project company/product/service, 29 of 30 BUS 510 Hybrid Syllabus

● situation analysis including PESTEL and SWOT analysis,

● product/service features, benefits and brand identity,

● marketing plan objectives,

● competition analysis including differentiation and positioning,

● target market profile,

● distribution plan,

● media plan,

● how the marketing mix (the 4 Ps or 7 Ps) will work together to reinforce the plan objectives, and the marketing communication budget.

● The Executive Summary of the marketing plan is the conclusion.

● References should be at least 7 peer-reviewed articles

To summarize, most of the bullet points above had been covered in the previous assignments (PA1, PA2 and CLA1). You are using 2 pages to briefly cover all of these materials that have been done. (Everything except Media Plan)

Then, focus on the Media Plan for the Batiste Dry Shampoo using 3-5 pages.

I have attached all of my previous assignments (PA1, PA2 and CLA1), so you could use the information in these previous assignment to write 2 pages learning summary.

I have also attached the Marketing Plan Guide and Media Plan Guide for your reference. You could use the guide to finish the assignment.

Part 2: 10-15 Slides PPT

In addition to your CLA2 report, please prepare a professional PowerPoint presentation summarizing your findings for CLA2. The presentation will consist of your major findings, analysis, and recommendations in a concise presentation of 10-15 slides . You should use content from your CLA2 report as material for your PowerPoint presentation. In addition, you should include learning outcomes from all your major assignments. This would include PA1, CLA1, PA2, and of course, CLA2 (unless otherwise specified by your Professor). An agenda, executive summary, and references slides should also be included.

To Summarize, basically it is the same assignment as the paper, but in the PPT format. You are going to cover the information in the paper to the PPT format. Briefly talk about the previous research (assignments) on the Batiste Dry Shampoo, and focus on the Media Plan of the Batiste Dry Shampoo.

Tips:

You need a 1 full slides to talk about 1 of the researched peer-reviewed article. In that slide, you need to summarize the article and talk about how this article applies (supports) your arguments. It can be the article you researched for the Media Plan.
In the slide, you need to put the article name and authors name
Overall, please reduce the amount of the words in the PPT. You could use more graphics, chart or data. For the arguments, you could write in the bullet point.

Distribution Channels Analysis

- PA2

Dry Shampoo Industry’s Channels of Distribution

Major Channel Alternatives

Level 2 Channel

Type of Intermediaries

Industrial Distributors, Retailer

Distribution Strategies

Intensive Distribution - General Brand

Selective Distribution - High-End Brand

Oribe

R+Co

Exclusive Distribution - Hand-made Brand

Lush

The offline channel accounted for the largest share of 87.4% in the year 2018. (Grand View Research, 2019)

Online Channel

Amazon

Target

Source：Repsly

Lush No Drought Dry Shampoo

Major Channel Alternatives

Direct Marketing Channel (Zero-level Channel)

Type of Intermediaries

Company Sales Force

Distribution Strategies

Exclusive Distribution

No opportunities for franchise or wholesale Distribution (Trotter, 2017)

Channel of Distribution

Lush Retail Store

Lush Online Store

Source: Lush

ORIBE Gold Lust Dry Shampoo

Major Channel Alternatives

Level 2 Channel - B2C

Direct Marketing Channel - B2B

Oribe Hair Care is an independent brand with a direct distribution model for top salon owners and stylists (ORIBE)

Type of Intermediaries

Industrial Distributors, Retailers

Distribution Strategies

Selective Distribution

Channels of Distribution

Department Stores

Specialty Stores

Hair Salon

Source: ORIBE

*Church & Dwight’s Batiste Dry Shampoo

Major Channel Alternatives

Level 2 Channel

Type of Intermediaries

Industrial Distributors, Retailers

Distribution Strategies

Intensive Distribution

The Choice of Channel Alternatives

Economic

Industrial distributor are able to make a marketplace more cost-effective and efficient (Iacobucci 2013, p. 127)

Control

Authorized Distributor Policy (Church & Dwight Co., Inc.)

Adaptive

Partnerships with local trusted distributor network in over 130 additional countries. (Church & Dwight Co., Inc.)

The Authorized Distributor Policy requires that you sell the Products only to customers who are classified as “Authorized Resellers.” To become and remain an Authorized Reseller, your customers will be required to abide by the attached Church & Dwight Co., Inc. Authorized Reseller Policy

Authorized Distributors and Authorized Resellers are not permitted to market for sale or sell any Products online on any publicly accessible website without the prior written consent of Church & Dwight (Church & Dwight Co., Inc. Authorized Distributor Policy)

*Church & Dwight’s Batiste Dry Shampoo

Channels of Distribution

Offline Channels

Supermarkets

Drug Stores

Specialty Stores

Discount Stores

Non-store Retailing Methods

Amazon

Jet

Kroger

Beauty Mart Vending Machine (March, 2013)

Source: Batiste

Supermarkets - Walmart, Target, Albertson

Drug Stores - CVS, Walgreens, Rite Aid

Specialty Stores - Ulta Beauty

Discount Stores - Marshall, Dollar General

References

Batiste - https://www.batistehair.com/where-to-buy

Bird. Retrieved March 19, 2020, from https://bird.co

CHURCH & DWIGHT CO., INC. - https://churchdwight.com/international.aspx

CHURCH & DWIGHT CO., INC. AUTHORIZED DISTRIBUTOR POLICY

Dry Shampoo Market Size, Share & Trends Analysis Report By Form (Spray, Powder), By End User (Men, Women), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 – 2025 https://www.grandviewresearch.com/industry-analysis/dry-shampoo-market

Lacobucci, D. (2013). MM4: Mason, OH: South-Western.

Lush - https://www.lushusa.com/home

March, B. (2013, January 25). The beauty vending machine! Retrieved from https://www.cosmopolitan.com/uk/beauty-hair/news/a18877/the-beauty-vending-machine/

ORIBE - https://www.oribe.com/carry-us

Sonntag, M. (n.d.). Product Distribution Strategy: The Ultimate Guide [Infographic]. Retrieved from https://www.repsly.com/blog/consumer-goods/everything-you-need-to-know-about-product-distribution

Trotter, C. (2017, November 30). What can you learn from Lush's retail strategy? Retrieved from https://www.insider-trends.com/inside-retail-strategy-lush/