Description of Report: Product Line Replacement
Last year Unilever introduced the hair cleanse product line Oxygen, targeting customers with flat hair for adding extra volume and fullness. However, although the initial sales were satisfactory, during the last year and the beginning of this year Oxygen product line, which includes the Moisture Shampoo, the Moisture Conditioner and the Moisture Root Lift Spray, fall beyond the expected sales (Dove Hair Care, n.d.). This product line was produced in limited edition to cover the potential consumption for two years. This strategy allows Unilever to withdraw the Oxygen product line from the market without experiencing losses. The product will be available in stores for the next two months. During this time, the Company must prepare the launching of the new product line that will replace Oxygen, namely the “Breath” shampoo, conditioner and spray.Updated information on this replacement will be available on the intranet.
“Breath” product line is destined for the consumers with ruffled hair who intend to straighten their hair in a natural manner, without using hair straightener or other tools that would damage their hair. Besides its fresh, marine flavor, meant to last for a full week, this new product line will also benefit celebrity endorsement, using Ariana Grande for promoting it, due to the association with the straight and neat hairstyle of the artist. In targeting a sales boost, this market strategy will cover flat rate sales registered with Oxygen.
In assuring a smooth transition from Oxygen to Breathe, there are specific actions that need to be taken into account, which require a joint effort from Finance and Accounting concepts, Customer Support, and Sales or Marketing representatives. All individuals involved in this departmental process through a mutual support will ensure an excellent outcome performance and achievement in the release of the new product to its users in the stock market.
Finance and Accounting
Primarily, the role of Finance and Accounting is to assure that Oxygen merchandise is retracted from the partner stores, and the invoices are reimbursed accordingly. This action will only dispose of available stocks of Oxygen products from the stores entirely. The purpose of this accounting program is to withdraw Oxygen and have zero balance with the partnering stores for this product allowing the introduction of Breath product line (Nelson, 2009). Also, by retracting the Oxygen products, the Finance, and Accounting ideas assures space at shelves for the introduction of Breath products meeting the targeted group in the job market. Being a new product introduced in the competitive market more of free gifts should be provided to entice the customers purchase the good.
The role of Customer Support is to inform clients about the removal of Oxygen product from the market, and about its replacement with Breath products. In providing this information, the Customer Support representatives will ensure they have two or more persons in a business sector such as a retail supermarket with demonstration charts and samples explaining the importance of the product. In the line of familiarizing themselves with the new product, users are also informed on how to get more inquiries through interact directly with Unilever agents if they need understand more about the product using the landline numbers attached to it. Through this, however, the clients will get to know Knowledge Base for withdrawal of Oxygen and its replacement with Breath making it available and easily accessible to the buyers.
Sales or Marketing concept
For Sales, Marketing Representatives are required in the preparation of Oxygen’s replacement with Breath as the new product under the same company of Unilever. Using the financial advice and guidelines sales representatives need to use the information to guide them identify new markets for Breath product and product promotion methods such as relatively low prices on the product and branding to make it look more attractive to the buyer. Conversely, they should design a modern style of advertising the Breath Product in the media to meet the target group. An achievement is achieved through a sustained effort on staffs using an illustration of a young generation and organizing road show events to launch the new product line across different markets both locally and internationally. Following a standardization approach as one of the market strategy plan a small adaptation regarding the benefits of the product across different markets through a persuasive language communication is one way of enticing customers to purchase a right (Richter, 2012).
In any market growth a new product launched is a challenge to the firm but through a proper marketing plan, having a vision and carefully researching in producing quality products more customers will show interest in buying the new safe creating a competitive advantage to the manufacturing firm upon its launch in the sales market. A continual update with newer information on the product and its use will make it stay relevant in the market and its users making them have more trust in the product. Mentoring others and creating more job opportunities through sales promotion and marketing in different parts of the country enhancing net worth of the business through profits made at the end of the period.
Dove Hair Care (n.d.) Retrieved from http://www.dove.us/Products/Hair/default.aspx.
Nelson, D.M. (2009) Reckoning: The ends of war. Durham: Duke University Press.
Richter, T. (2012) International marketing mix management. Berlin: Logos Verlag Berlin.