Question

Use the product HiBAR shampoo to address the topics below. First do some research on the company, product and their use of advertising and publicity. The focus is on Advertising (paid media) and Publicity (earned and owned media).

Target Market: Describe the primary target market for HiBAR shampoo
Marketing Mix: Explain the marketing mix used by HiBAR
Advertising and Publicity: Describe the use of Advertising (paid media) and Publicity (earned and owned media) to promote HiBAR shampoo. Are these efforts successful?

Answer 1

Target Market:

The Primary target Market of Hibar shamboo is lay down in different segements. Let's look in a brief on that:

• When taking the age as a target market, The Hibar caters for the customer in Between 22-55 years of old.
• Product is Focusing both the men and women, but as like other shamboos Hibar is also giving primary importance to women because women need to be always pretty.
• Hibar is selling to the salons and eco-friendly salons.
• They were are focusing on the hospitality segements by selling eco-friendly samboo to the hotel chains.

Marketing Mix:

Hibar is offering six products with three different formulations of shamboos for different hair types, They are as follows:

• Solid Conditioner - Maintain a Normal hair to dry hair
• Solid Shamboo - A moisturizing formulation for the dry hair (This was the most popular one in Hibar shamboo)
• Solid Shmaboo - Those customers who need more volume of hair and to curl the hair, Hibar providing a volumizing formulation

Advertising and Pubilicity:

The following are some of the advertising and pubilicity method that Hibar Follows:

HiBAR is Direct-To-Customer (DTC) Brand.

so they providing an opportunity to buy the product from the company website itself with discounted price by just sign in up on the company website as a subscriber. Another advantage for this was keep the customers of HiBAR once purchased for the re-ordering of the same.

Other than paid promotions and advertisements they are more focusing to sell through cooperative stores and health food stores. Video Advertisements are Provided by the company inorder keep the customer understand of HiBAR shamboo. At present it is available through Amazon website also.

The efforst for publicity is successful by HiBAR because other than a shamboo it's something unique, ecofriendly. so customers are already engaged with the product