Batiste Dry Shampoo
Product: The product is a tangible good needed by customers to keep their hair clean, fresh, and healthy. The product packaging 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. A can of Batiste Dry Shampoo is mostly aluminium, metal, and plastic. 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 entire product range for Batiste Dry Shampoo. The product design and redesign make the product different from other substitutes from competitors in the industry. This design and redesign aim at increasing sales through attracting and convincing customers that Batiste Dry Shampoo brands meet their needs.
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 identified that the convention within the dry shampoo market is for sanitized packaging with little self-expression for people products within ranges. The Batiste brand is built on its “inherent quirkiness.” 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. 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 product with an innovative no water required formula. 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 price of the product depends on the type of brand, quality, and size. Some brands are more expensive than others. 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. 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 (staff selling product) 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. 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. 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. Small sections dedicated in each distributing store for Batiste are designed based around the product. 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 global 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.