MARKETING SHAMPOO PROJECT: APPLYING THE 4 Ps

Assume you are product manager for the hair care division of a large consumer products firm.
Youve been asked to develop the marketing mix for a new shampoo that will target either men
or women ages 18-55 with normal hair and an active life-style. These people are fashion
conscious and classified in the upper middle to lower upper income range. Use the questions
that follow to guide your thinking. You should submit one form per group. Neatness counts!
Target Market

Gender Selection

Male

Female

Product Decisions
1. What would you name the shampoo?
Explain why you chose this name.

2. What does the shampoo container look like? Draw a picture of the container.
3. Explain why the container design is consistent with your target market and product name.

4. Describe the texture, fragrance, consistency, color, etc. of your shampoo and explain why
you chose them.

5. In what size(s) will your shampoo be offered and why?

Place Decisions
1. Where do your potential customers generally buy their shampoo (at what type of store)?

2. Explain where you will sell your shampoo and why.

Price Decisions
1. Suggest a retail price for the new shampoo. (If you have more than one size, specify the
price for each size.)

2. Explain your choice given the prices of competitive products.

Promotion Decisions
1. What will be the main theme/slogan of your promotion activities?

2. In what media will you advertise your product and why? Be specific as to frequency and
times of radio, TV, and newspaper advertising.

Group Members:

Final Grade:
Comments:

/15

Marks Criteria Overall Appearance

0 Cluttered or sloppy appearance. Gives the impression of a solid mass of text and graphics, or pieces is scattered and
disconnected. Little white space.
1 Pleasant to look at. Pleasing use of colors, text, and graphics.
2 Very pleasing to look at. Particularly nice colors and graphics.
White Space
0 Very little. Gives the impression of a solid mass of text and graphics.
1 OK. Sections of the poster are separated from one another.
2 Lots. Plenty of room to rest the eyes. Lots of separation.
Text / Graphics Balance
0 Too much text. The poster gives an overwhelming impression of text only. OR Not enough text. Cannot understand what the
graphics are supposed to relate.
1 Balanced. Text and graphics are evenly dispersed in the poster. There seems to be enough text to explain the graphics.
Text Size
0

Too small to view comfortably from a distance of 1-1.5 meters.

0.5 Main text OK, but text in figures too small.

1

Easy to read from 1-1.5 meters.

Very easy to read.

Organization and Flow

0 Cannot figure out what product is.
1 Implicit. Headings (Introduction, Methods, etc.) or other device implies organization and flow.
2 Explicit numbering, column bars, row bars, etc.
Company Identification
0 None.
1 Partial. Not enough information to know company
2 Complete. Enough information to contact company by mail, phone, or e-mail without further research.
Research Objective
0 Can't find.
1 Present, but not explicit. Not all questions answered
2 Explicit. This includes headings of "Objectives", "Aims", "Goals", etc.
Main Points
0 Can't find.
1 Present, but not obvious. May be mixed up
2 Explicitly labeled (e.g., "Main Points", "Conclusions", "Results").