Marketing (BA201) Group project

Marketing (BA201)Group project

Lecturer: Mr.Bill Quah

Rafidah Jalal (B0903029)Ma Hui Lin (B0802362)Videos and printed ads chosen Video ads : We have chosen the anti dandruff shampoo brand for women, Clear and Head & Shoulders.

Printed ads: We have picked Gap Kids and Trudy & Teddy. clear

Deep cleansing that solves 3 problems of scalp irritation i.e. Itch, Dryness, Light dandruff

3the ad means; the clear shampoo will solve 3 problems of scalp irritation; itch,dryness and dandruff.Head & Shoulders

Target marketHead and ShouldersThe female customers who are having Itchy Scalp problem in all age group.Females who desires to have a beautiful hair like Kareena Kapoor, who is the model for the Head & Shoulders ad and a well known Bollywood actress as the term is called as referent power.High and middle class people who are brand conscious, early adaptors and who cares about the overall health of their hair.

Target marketClear:Target young female customers who concerned having or already have dandruff, itch, and dryness.

Main target market is Asian countries including India, Indonesia and Thailand and Malaysia.

High and middle class families.

Reasons publication & media chosen to reach the specific targetHead and Shoulders Itchy Scalp Care ShampooPublisher : TV3 , Time slot: 2.30-5p.m, This ad was played on Saturday when there was a Hindi movie show. Hence, they played this video ad because females are more likely to watch the Hindi movie. In addition, the model for this ad is Kareena Kapoor who is a Bollywood actress.High and middle class people with average or high income would afford to buy the specific brand and product.Reasons publication & media chosen to reach the specific targetClear Dry Scalp and Itch Control ShampooPublisher: Golden Screen Cinemas(GSC), Time slot: 3:00p.m, Tuesday played before the harry potter.The new clear ad is based on the movie 2012, if it shows in the cinema theatre as one of the advertisements; it will grab more peoples attention.For the clear, positioning it as the next generation of anti-dandruff shampoos that gives adults cool confidence and there were many or will be many teenagers or adults who watch harry potter.

Reasons publication & media chosen to reach the specific targetClear Dry Scalp and Itch Control ShampooPublisher : TV3 , Time slot: 7.30-8p.m, This ad was also played on TV3 during a Malaysian drama which is called Kasih Alia. At that time, usually many people will be free to watch TV especially the Muslims after they break their fast or other people who will be waiting for the 8pm news.

Similarities in the product positioning and branding Both the advertisements deliver high quality and value of their brand to customers.Uses the charm and beauty for beautiful models.Promoted the shampoos functional benefits: Head & Shoulders - Itchy Scalp Care and dandruff free Clear - Itch Control and anti dandruff. By product class, both the brands are anti dandruff shampoo.

Differences in the product positioning and brandingHead & Shoulders emphasized its product on healthy, avoid itchiness and anti dandruff.Clear delivery their products by not only avoiding itchiness and anti dandruff but also it has extra nourishment for a healthy scalp and beautiful hair.Tagline: "I never knew you had dandruff" - Head & ShouldersNo dandruff, just soft hair Clear Brand logo

Differences in ad executionPersonality symbol Head & Shoulders ad based on a particular problem which Itchy Scalp Care and focuses on showing how the product resolves the itchy scalp problem. Clear ad based on special situation2012 and also according to the model who represents as a spokesperson that shows the product that it can avoid itchiness and dandruff free.

Differences in ad executionFactual message execution: The Head & shoulder advertisement being straight forward as the model will be scratching her head as it shows clearly that she has itchy scalp problem.

Humor The clear advertisement use the situational from the movie 2012. It use a humor way to delivery message about their product can solve itchy and dandruff problem.

Recommendations to enhance both Head & Shoulders and Clear advertisements Head & shoulderShould be more professional. For example, hair care experts should recommend customers to use the products. Compare with the other Itchy Scalp Care product to enhance product value.Should be more creative and exaggerate to enhance the product character,

Recommendations to enhance both Head & Shoulders and Clear advertisements ClearShould show more on real life situation involving a problem, conflict or situation consumers may face in their daily lives.Should show more detail about how the product avoid itchiness and anti dandruff.

Gap Kids

Trudy & TeddyTarget marketGap KidsKids that have a sophisticated fashion sense.Children between ages 2-12.Parents who prefers well designed and comfortable clothing for their kids as well as for the childrens comfort. Parents with high income who affords to buy expensive clothes for their childrens. The Malaysian Womens weekly magazine readers.

Target marketTrudy & TeddyBabies and kids between 6months-12years oldKids or parents who are looking for all categories such as home, outfit, special occasion and accessories. Kids who desires to wear unique design or the parents want their kids to wear an unique design clothingParents with high income who affords of willing to buy expensive clothes for their childrens. The Malaysian Womens weekly magazine readers.

Reasons publication & media chosen to reach the specific targetThe printed advertisements were found in The Malaysian Women's weekly magazine.Gap Kids and Trudy & Teddy:Publication & media chosen to reach the specified target market is because many womens read the magazine particularly mothers they would think and see the ads of these companies and bring their childrens to the store outlets to buy the outfits.Many womens would buy the magazine as the price is reasonable to buy RM 5.60Upper and middle class families with high or average income.Similarities in the product positioning and brandingClothing companies for kidsBoth the advertisements delivers high quality and well designed of their brand clothing to customersHigh end product. Marketing segment are upper and middle class families Lovely and cute childrens as their modelsAppeared in the same magazine, The Malaysian Women's weekly.Both the advertisement provides their brands/products official websites.

Differences in the product positioning and brandingThey vary in price. Trudy & Teddy are more expensive than Gap Kids.Tagline: Gap Kids What do you want this holiday? More tulle, less school!Trudy & Teddy Two sugars dearie? Or three?Gap Kids is a strong brand where many people are familiar with their brand name as it was established in the year of 1986. Whereas Trudy & Teddy isnt as famous as Gap Kids.Gap Kids emphasized its product on casual trendy outfits for kids, target customers are more mature kids.Trudy & Teddy is for kids who prefers to wear a classic style like dress, gown, suit with bow tie and many more.

Differences in the product positioning and brandingGap Kids is available all over the world not only in Malaysia as it was established in America. Trudy & Teddy is a product and brand from Malaysia but it combines the elements of classic European style so that it will attract customers from every ethnicity.Trudy & Teddy are more to occasional clothings. Gap kids are casual outfits. Gap Kids is available at the department stores and the Gap Kids shops in One Utama, Gardens, Suria KLCC and Pavilion but Trudy & Teddy is only available at the department stores like Isetan and Parkson.Brand logo:

Similarities in ad executionFactual message: The ads clearly show that the product is for kids only. Slice of life: Both ad shows that the customers can wear them in reality as it looks realistic when kids are the models for the ads. Personality symbol: The kids as the central character or personality symbol to deliver the advertising message and with which the product or service has be identified. The personality symbol can take the form of a person who is used as a spokesperson.Layouts: 1 pageConvenient: Just flip through the pages in the magazine and can find for the ads easily.

Differences in ad executionColor scheme and visuals Location of ads: For the Gap kids, it seems like the girl is somewhere in winter season. For the Trudy & Teddy ad, both small girls are having a cup of tea and a muffin at the garden. General message: sophisticated fashion sense. For Gap Kids, it is more to casual outfits but for Trudy & Teddy, it shows that it is a classic wear for kids.

Recommendations to enhance Gap Kids advertisementEmphasize more on the price or sales promotions of the product on the adShould have more than one spokesperson/model to advertise the product. Should publish testimonials whereby a person says on behalf of the product or service based on his/her personal use of the experiences using the product of that particular brand.

Recommendations to enhance Trudy & Teddy adTrudy & Teddy ad should mention in which stores the product is available at like how Gap Kids showed. Should be more specific probably by showing different age or different gender childrens to show their product and should stand out the cloths characters that it can suit for any kind of occasion.Shorten or make the wordings to look bigger below the page so that it will be more attractive and easy to read.

THANK YOU