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Growing and sustaining brand equity
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Growing and sustaining brand equity
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Assignment 2: Marketing Products
Dr. Englehart
MKT 500: Marketing Management
A. Keaton
December 20th, 2013
Organic Vita-Hair has strategic placement of production a global market as well as a wise focus to appeal to health conscious and animal cruelty free audience. The company’s very strong and successful marketing campaign is an important component of the company.
Organic Vita-Hair’s Main Product
Shoebox started this product from her own home as a simple solution to avoiding chemical dyes. Prior to having children, Shoebox enjoyed coloring her hair, but was concerned with the amount of chemicals and artificial ingredients found in these products. She was additionally concerned about using these products while pregnant. She therefore sought out to develop hair dyes which were safe and still effective even during pregnancy. After several months of trial and error, Shoebox developed a formula which was very successful. She started out by sharing her product with friends and family, but quickly realized there was a demand for her new formula. At the end of 2010, Shoebox incorporated her operations into a company and has been selling her product online globally since.
The product is a unique formula is made of natural ingredients which are proven to dye your hair naturally without harmful chemicals. Many consumers avoid hair dyes completely because they do not wish to put such harsh chemicals into their hair. The product is made of natural ingredients such as coffee, cinnamon, lemon juice, and beets. Consumers feel assured that their hair will not be damaged from chemicals similar to those in harsh dye ingredient lists. Figure 1 below is an example of the ingredients you wo...
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...irection through her expansion of beauty products as well as pet care products, but she may also need to expand further into product lines such as household cleaning supplies (Yeomans, 2012, Pg. 23). Such changes would require an overall change in the business’ name and structure, but it may be necessary for Shoebox to stay ahead of major industry changes, trends, and the threat of new entrants into the marketplace.
References
"List of Ingredients". Ion Color Brilliance. Retrieved from http://www.ioncolorbrilliance.com/Permanent_Hair_Color/
Wheelan, T.L. & Hunger, J.D (2004). Strategic management and Business policy (eds.). Singapore: Pearson Education Pvt. Ltd.
Yeomans, M. (2012). Natural and Organic Trends so Far in 2012. Cosmetics. Retrieved from http://www.cosmeticsdesign.com/Market-Trends/Natural-and-organic-trends-so-far-in-2012