Marketing Essay Example | Topics and Well Written Essays - 2250 words - 14

Marketing - Essay Example , a firm needs to consider primarily the following two issues: a) would be the development of existing product a priority or b) emphasis should be rather given on the increase of the firm’s share in the targeting marketing (Sloman 2005, 73)? In the second case, the firm should try to introduce new products while in the first case the characteristics of a firm’s product should be rather highlighted through appropriately customized marketing strategies. In the case under examination, the first strategy would be rather used, aiming to emphasize on the advantages of the firm’s specific product, the Palmolive natural shampoo vibrant colour in regard to the targeting market, i.e. the Australian market. On the other hand, Dibb et al. (2008) note that the term ‘Product’ as part of the marketing mix model, refers to a series of issues, including the ‘quality awareness, the product image, the value and the quality of the product but also the product perf ormance’ (Dibb et al. 2008, 94). The marketing policies used by a firm in order to support the performance of one of its products have to refer to the above qualities/ needs of the product, the promotion of which in the targeting market will be attempted. In the case under examination, the marketing strategy of the firm in regard to the specific product would be additionally influenced by the following facts: the Palmolive natural shampoo vibrant colour has been introduced in order to meet specific needs – the needs of people with colored hair for increased hair care and protection (Colgate Palmolive 2011). More specifically, the above shampoo helps towards the recovery of hair damaged by the colour treatment; in the specific product, a combination of UV filter and Avocado extracts’ (Colgate Palmolive 2011) has been used aiming ‘to ensure the quick recovery of hair damaged by color treatment but also to ensure the increase of life of colored hair and the improvement of quality of colored hair’ (Colgate