Silky Smooth Shampoo

A Managerial Approach to Marketing

Introduction

Developing execution plans before launching any product are extremely important because until and unless the future propositions are completely and correctly analyzed, the chances of product success are very low (Kotler, 2010). In this paper, the product being selected is that of a shampoo. Promoted under the brand name of Silky Smooth, the shampoo's target market are customers falling under the age bracket ranging from 12-45 years. In order to better understand about the product attributes and the role that they would play in the development of a marketing strategy; an in depth discussion regarding the relevant factors is required.

Discussion

Maslow theory of needs and its application in marketing

Successful marketing influences a potential customer to purchase the service or product you are selling. One of the most effectual ways to achieve this is to directly appeal to one or more of his basic needs. Numerous business students are trained to observe Maslow's hierarchy of needs as a rule against which efforts to target market, in contention that success is based on meeting one of Maslow's recognized needs. Though other theories of needs also have significance, Maslow's needs hierarchy remains the basis for many productive mental approaches to marketing.

Maslow's hierarchy distinguishes needs' five essential areas encountered by most people. Starting with basic or physiological life survival, needs, the model advances in ensuing steps through security and safety, love and belongingness, self-esteem and at last self-actualization. Maslow proposed that as man achieve the first level needs, he moves at the following, then the following and so on. Later studies have added levels to the needs hierarchy and refined the classifications, however marketing all over the world continue to utilize Maslow's hierarchy of needs as a practical focus for modern efforts of marketing.

Marketing Implications of Maslow's Theory

Maslow placed that behavior of human and decision making are roused by one of the five levels of need in his hierarchy. Applied with the theory of marketing, your capacity to viably engage one of these motivational drivers is a key determinant of your potential victory. Unnecessary administrations - custom tailoring or massage treatments for instance, may be promoted effectively to those in the fourth or fifth level of Maslow's hierarchy as those individuals are determined by the needs for expanded self-esteem and understanding their full potential. The same campaign of marketing is unrealistic to engage those on the first level, as they are determined by the most fundamental of human needs: sustenance, water and different components of survival.

Maslow's fundamental principles involving marketing to human psychology remain applicable. You join best with potential clients assuming that you appeal their needs in a pertinent, compelling manner. Judge the level of need your client is attempting to meet, and market your product in such a manner as to persuade him that it will satisfy precisely that need. Perform intermittent assessments of your marketing procedures in light of the fact that your target audience might not remain static. Constantly be familiar with where on Maslow's needs ...