Bristle Hair Brush
Low Price
High Price
Dyson Limited
Low Quality
Tangle Teezer
High Quality
Module Code: |
BMA5100 |
Module Title: |
The Marketing Business |
Assignment: |
S2. Group Marketing Report (60%) |
Word Count: |
4000 words (equivalent) |
Referencing Convention: |
Harvard Referencing |
Submit via: |
Turnitin |
Deadline |
7th October 2024, at 23:59 pm |
Module Leader: |
Su Myat Noe Kyaw |
Marketing Study of Tangle Teezer
Student
Name:
Student ID.:
Total Word Count: 4000
Executive Summary
In this study, there has been an analysis of the market of the company Tangle Teezer and the methods which can be applied for marketing has been analysed. Secondary data has been applied for the assessment and development of the strategies which can be applied for the appropriate promotion of the products of the company. This marketing plan outlines a comprehensive strategy for Tangle Teezer to expand into new markets and increase brand awareness through a targeted social media campaign. Market trends related to e-commerce, sustainability, influencer marketing, and others have been proposed along with the market development strategy for Tangle Teezer.
Table of Contents
Methodology for identification of opportunities 11
Data Collection and Analysis for the identification of societal marketing opportunities 12
Implementation of strategies 17
Introduction
In this study, there will be an assessment of the marketing strategies which can be used by the company Tangle Teezer. There will be a study of the market and this will be followed by the identification of the internal strengths and weaknesses of the company. Opportunities will be identified for the company, along with how the same can be leveraged for the growth of the company. The strategies which can be developed for the growth of the brand will be identified and justified and this will be formulated based on the data which is being collected and analysed. The objectives of this research are:
To understand the importance of marketing.
To determine the expectations of the customers of the brand Tangle Teezer.
To identify methods that can be used to gain the attention of customers of Tangle Teezer.
To develop strategies for promoting the marketing of the brand Tangle Teezer.
Company Profile
The company Tangle Teezer is a hairbrush brand which is widely popular among people and is headquartered in London (Tangle Teezer, 2024). The company was founded in the year 2007 and is well known for being an innovative company which caters to customers ranging from celebrities, to common citizens to professionals. Its products are mainly sold by the company website and professional salons. The main undertaking of the company is innovation and there are about 200 people working for the company and products of the company include the new and unique hairbrushes.
Market Research
SWOT Analysis
Strength
|
Weaknesses
|
Opportunities
|
Threats
|
Table 1: SWOT Analysis
(Source: Created by the Learner)
The brand is known to be a sustainable one, which makes them a competent and allows them to make sure that there is no negative impact on the environment. There are a wide range of customers for the company and this indicates that they are likely to earn large amounts of revenue. Having competent staff and innovation at the same time, ensures that the company will be able to consistently address the needs of the customers and that they can have a good understanding of how the needs of the people can be addressed. The weaknesses of the company lie in the website of the same are not highly competitive.
It cannot provide a highly notable experience to the users and the rates of conversion are not particularly high. The intellectual property of the company is always at risk and this is mainly due to how popular the product they sell is. International expansion is one of the opportunities of the company as this gives the scope to widen the market of the company. The main threats come from the competitors of the brand and the regulations of the industry which may change. These can compromise the processes of the business and subsequently the market.
PESTLE Analysis
Political factors
According to the political stability index released by The World Bank, the value recorded in 2022 is 0.50 points which shows an increase from 0.49 points in 2021 (theGlobalEconomy.com, 2024). It shows that the United Kingdom is a relatively stable country as the average stability recorded from 1996 to 2022 accounts for 0.47 points which provides a suitable environment for Tangle Teezer to operate its business.
Economic factors
The growth rate in the second quarter of 2024 has increased by 0.6% following a rise in the first quarter by 0.7%. Government consumption rises by 1.4% and household spending increases by 0.2% mostly in transport, recreation and so on (TRADING ECONOMICS, 2024). As the economic inactivity fell, Tangle Teezer could attract skilled employees to increase the company's productivity. The company would not face a lack of human capital.
Social factors
The per capita income in the United Kingdom accounted for from 1990 to 2023 at an average of $46710.62 and reached $54515.75 in 2022. It is expected to reach $54830.00 at the end of 2024 (TRADING ECONOMICS, 2024). It indicates the high spending power of the customers in the UK which means more consumers will avail of the company's service.
Technological factors
The United Kingdom has invested in research and development to bring innovation to the retail sector. Aerospace Technology Institute (ATI) is responsible for the R&D and technology inclusion in this sector. It has funded £3.6 billion in R&D and offered £1.9% billion of grant money to private organisations (Bailey, 2024). Tangle Teezer can harness the capabilities of these technologies to improve its performance.
Legal factors
The United Kingdom has the Data Protection Act 2018 which regulates the information used by various organisations. It ensures fair and transparent procedures to avoid destruction or loss (Nordberg, 2021). The company can safeguard its sensitive data from unauthorized access by implementing the act.
Environmental factors
The Environment Act 2021 is enacted by the British Government to safeguard the environment by protecting nature, biodiversity, water quality, air and others. After Brexit, the UK has made the implementation process of environmental laws strict (ClientEarth, 2022). Tangle Teezer must follow the regulations under this act to avoid penalties.
Porter’s Five Forces
Forces |
Impact |
Competition |
High |
Supplier Power |
High |
Customer Power |
High |
Threat of new entrants |
Low |
Threat of substitute products |
Moderate |
Table 2: Porter’s Five Forces
(Source: Created by the Learner)
The competition of in the market is quite high and the main competitors are companies like Dyson Limited, Bristle Hair Brush, Denman, Meson Pearson and so on (Grand View Research, 2024). This automatically puts the power of the suppliers and the customers high as they have a large number of companies to select from. There will not be too many new entrants of the market as this is a capital-intensiveindustry. The presence of substitute products is easier and hairbrushes can easily be replicated and this can cause those issues.
STP Analysis
Segmentation
Demographic
The main people who purchase the products of the company have curly hair and a significant amount of income. This means that they are mostly young adults or the parents of children with curly hair, and this can be people from any genders.
Behavioural
The people buying these products are likely to have issues with the management of their hair and need solutions to the same and will be targeted.
Psychological
The customers of the company will be careful and meticulous people, who have money to buy the products and believe in careful investments. They believe in being neat and clean at all times but like to embrace their natural curls, which means that they are highly careful.
Targeting
The target audience of the company will be aged between 18-old age or may be children who have curly hair. They have issues with the management of hair and have high income which allows them to afford professional hair care and brushes worth more than £15. These people are likely to be careful with their investment and value of the products they purchase. There are international as well as domestic customers of the company.
Positioning
The company has a similar positioning as its competitors, making it harder for the company to stand out among the customers.
Market Trends
Sustainability: UK consumers are increasingly conscious of environmental impact and ethical sourcing. On average, 83% of the total Britons from all age groups show an increased affinity towards sustainable choices and also propose to pay 10% more for it (Statista, 2024). Responding to the same, Tangle Teezer can strengthen its sustainable practices and partner with environmental organisations to increase brand awareness and attract eco-conscious customers.
E-commerce: The UK has a mature e-commerce market, and consumers increasingly prefer online shopping. The country recorded an increased e-commerce sales embarking a growth rate of 4.8% in 2023 which is much higher than the past decades (Statista, 2024). Leveraging the same will help Tangle Teezer in the future to attract more tech-savvy customers for higher online sales and increased website traffic.
Influencer marketing: Influencer marketing is of rising concern as individuals especially Generation Z are more inclined towards watching celebrity endorsements and making purchasing decisions. 84% of the UK population and two-thirds of the UK millennials follow the trusted influencer’s ads (Statista, 2024). On the other hand, 69% of the retailers have also acknowledged the significance of influencer marketing in helping to enhance brand awareness (Statista, 2024). Leveraging the same will help Tangle Teezer in the future drive long-term economic growth through higher brand engagement, credibility, and conversions.
Augmented Reality (AR) and Virtual Reality (VR): The dominance of AR and VR in the UK is one of the leading market trends that is being adopted by marketers across all sectors. It is expected to peak by 9.27% by 2029 annually with a projected revenue worth 2271 million dollars by 2029 (Statista, 2024). Integrating these advanced technologies will help Tangle Teezer to offer a better product visualisation, develop an immersive shopping experience, and uplift customer experience for enhanced conversions.
Figure 1: Positioning Map
(Source: Created by the Learner)
Methodology for identification of opportunities
The concepts which will be developed in this study are the objectives of the same. This will be done by the application of secondary data, which is data being gathered on the studies of other scholars (Tosepu et al., 2020). The themes will be studied based on thematic analysis. Thematic analysis can be defined as the method which can be applied for qualitative study for interpreting themes and patterns within the data sets (Braun and Clarke, 2023). This will show the best schemes which can be applied for marketing and the ways in which the same can be applied for the development of the strategies of the company.
Data Collection and Analysis for the identification of societal marketing opportunities
Themes |
Books/Journals |
Author (s) |
Date |
Findings |
To understand the importance of marketing |
Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), p.1870797. |
Mason, A.N., Narcum, J. and Mason, K. |
2021 |
Marketing by the application of social media has increased significantly after the pandemic |
|
Marketing research. Pearson UK. |
Malhotra, N.K., Nunan, D. and Birks, D.F. |
2020 |
The main objective of marketing is to make sure that the company is promoted well. This makes the job a critical one for the marketers. |
To determine the expectations of the customers of a brand for marketing |
The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), pp.11-20. |
Arslan, I.K. |
2020 |
The loyalty of the customers can be gained based on the quality of the products of the brand. The marketing process must be aligned with the established competence of the products to avoid customer dissatisfaction. |
|
The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), pp.875-884. |
Nuseir, M. and Elrefae, G. |
2022 |
The experience of customers with a brand shows whether they will be convinced with the marketing of the same. |
To identify methods which can be used to gain the attention of customers by marketing |
Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation. International Journal of Data and Network Science, 6(2), pp.449-460. |
Alzoubi, H., Alshurideh, M., Kurdi, B., Akour, I. and Aziz, R. |
2022 |
The application of Beacon technology can be used to gain the attention of the customers. This technology can be used to identify the presence of customers nearby and the application of Geo-Fencing can give the person highly specified news. This method can be applied by marketers to make increase the relevance of their advertisements. |
|
Consumer marketing strategy and E-commerce in the last decade: a literature review. Journal of theoretical and applied electronic commerce research, 16(7), pp.3003-3024. |
Rosário, A. and Raimundo, R. |
2021 |
The main consideration which needs to be made in marketing is that of the emotions and senses of the people. It is important for marketers to identify the relevance of the promotions and the products in the lives of the people and then formulate campaigns which will cater to these emotional needs. |
To develop strategies for promoting the products of a brand |
The Influence of Product Quality, Promotion and Brand Image on Brand Trust and Its Implication on Purchase Decision of GeprekBensu Products. Jurnal EMT KITA, 7(3), pp.597-604. |
Rachmad, Y.E., Meliantari, D., Akbar, I., Rijal, S. and Aulia, M.R. |
2023 |
The image of the brand needs to be managed well and this is meant to make sure that the consumers are likely to have a positive image of the company. The quality of the products will have to be properly regulated by the company, as this will show the customers that the brand can be trusted. |
|
The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), pp.1961-1968. |
Alamsyah, D., Othman, N. and Mohammed, H. |
2020 |
The products have to be environmentally friendly and will be key to developing the trust of the consumers and will show the considerations which have to be made. |
Table 3: Thematic Analysis Table
(Source: Created by the Learner)
Farris et al. (2021) states marketing is essential as this allows customers to be attracted and retained. This allows companies to be able to educate their audience and grow on the awareness of the brand. As the reputation of the brand improves, so does the recognition of the same on the part of the customers. Being able to establish a strong business presence in the market is necessary for increasing the revenue and this means that the business is likely to grow and easily generate profits. The sales will automatically increase, which means that so will the profits of the brand.
As opined by Arslan (2020), the company has to be honest with the products they are offering to the customers. It needs to be in alliance with the main themes of the promotions as this will be important for understanding the main methods in which the company operates and this will make it easier for the customers to be loyal to the company. This is important to ensuring that the customers have a positive impression of the company and that they are in no way dissatisfied with the services. Nuseir and Elrefae (2022), one of the things which have to be taken into consideration to ensure that customers are converted from viewers to buyers is the fact that they have to be satisfied with the products. This would show them that the specific brand can be relied on and this will make the marketing campaign successful.
As states by Dam and Dam (2021), the experience of the customers, being improved is one of the key necessities of marketing. This means that when a customer conducts business of the brand, they expect the quality of the product to be good and this is meant to help them identify the factors which can separate the brand from its competitors. This can be achieved by the application of technology and the personalisation of the experience of the consumers. This is likely to improve the identity of the brand and make the customers loyal to the same.
As per Alzoubi et al. (2022), to reach out to more customers and to personalise the contents of the marketing campaign, one can apply beacon devices, which use GPS technology to understand where a customer is. This will allow them to send campaigns which will be relevant to their locality and the activities of the same. It will make the process of understanding the needs of the customers easier and the company will have better chances of reaching success. Rosário and Raimundo (2021) states that the more the emotions of a customer are addressed, the closer the company is to selling the products to the customers. This means that they will be able to make sure that the customer enjoys using the product, more than actually understanding the importance of the products before purchasing the same.
Hicham, Nassera and Karim (2023) states the application of AI is essential in the process of marketing. This proves to help with the personalisation of services by making sure that the data of the study is being analysed. Automation of the process makes sure that any changes which have to be made to the process can be done without the application of human labour, which optimises the process. The creation of content also becomes easier and the quality becomes better due to this. Some of the things which can be done by the application of AI is image generation, video generation and so on.
Rachmad et al. (2023) claim the image of the brand needs to be maintained for the products of the same to not be rejected by the audience. This would make the process of marketing easier as the customers will have more trust for the company. These can be achieved through things like sustainability and being environmentally conscious (Alamsyah et al., 2020). The trust of the customers can be gained based on how sustainable the company is.
Implementation of strategies
Ansoff’s Matrix
According to Clarissia (2020) Ansoff’s matrix is defined as a strategic planning and management tool that helps marketers to expand their business through the most effective strategies. Market penetration refers to the process of introducing a new product in a market at a lower rate. Market penetration can be achieved by businesses by increasing promotions, distribution process refinement, product improvements, and others. As illustrated by Clarissia (2020) market development is generally achieved by acquiring new regions or areas and by differentiating the customer segments. This particular strategy encounters a bit more risk as it refers to a growth strategy. Product development and diversification are the other two dimensions of the matrix. Product development generally aims to invest in research to create new products to acquire the rights to other competing branding and products (Clarissia, 2020). This particular strategy can be accomplished by partnering with other organisations, developing products to fill a void, or purchasing the rights from a company to sell or produce their products. Diversification imposes the highest risks as it refers to the process of introducing new products in some new areas.
Market development helps to strengthen and expand markets by increasing access to technology, finance, and information (Zugay and Zakaria, 2023). For Tangle Teezer to maintain its position and expand its market share the market development strategy will be beneficial. This particular strategy helps organisations ensure long-term growth in a competitive and dynamic business environment.
Creative strategy
Campaign Theme: A world free from hair tangles, stress, and worries.
Campaign Slogan: ‘Detangle Your World, Embrace Your Style.’
Marketing Objectives
To increase brand awareness and recognition in target markets.
To establish a strong online presence and e-commerce sales in new markets of Tangle Treezer.
To develop strategic partnerships with key distributors and retailers in the target markets of Tangle Treezer.
To adapt product offerings and marketing messages to meet the specific needs and preferences of target market customers.
Social Media Campaign:
Hashtag: #DetangleYourWorld
Interactive Content: To showcase the ease of use and benefits of Tangle Teezer brushes, the company can create short and engaging videos.
User-Generated Content: Using the hashtags, the company can encourage users to share their "detangled" moments
Behind-the-scenes: The company will make posts that offer glimpses into the company's culture and values.
Influencer Partnerships:
Tangle Teezer will resonate with the target audience by collaborating with beauty and lifestyle influencers.
The company can create sponsored content that features its products in the daily routines of the targeted customers.
The firm can generate excitement by organising influencer-led giveaways and contests.
Limited Edition Collections:
The company will also try to release seasonal or limited-edition collections with unique designs and colours.
For exclusive collaborations, Tangle Teezer will partner with popular brands or artists.
The organisation will drive sales by creating a sense of urgency and exclusivity.
Detangle Your World Challenge:
The users will be encouraged to share their hair transformation stories using Tangle Teezer brushes.
The company will also reward users with prizes by recognising the most creative and inspiring submissions.
The company will utilise the UGC through social media and influencer partnerships.
Pop-Up Detangling Stations:
Within high-traffic areas like malls and airports, Tangle Teezer can set up temporary detangling stations.
It will also garner the interest of the audiences by offering them free detangling services using Tangle Teezer brushes.
Marketing Mix
Product
The main products of the company are a wide range of hairbrushes which can be used for the detangling hair. The main objective of the products will be to deal with the frizz and help in detangling of the hair. The products can be used both on wet and dry hair and this proves to actively reduce the frizz on the hair.
Price
The pricing strategy of the products will be a combination of competitive and luxury pricing. Given that the products are hairbrushes, the prices of the company are quite high and this can be considered to be luxury pricing. Competitive pricing is a strategy which is used for the marketing and increasing the sales of a product (Gupta, Ivanov and Choi, 2021).
Place
The website will give them the exclusive rights to the e-commerce. The professional salons will also be expected to sell the products of the company as they would be able to give the customers the idea of how to use the products for their benefits. It is also an indication of the fact that the products are expected to stand out among their competitors as superior products.
Promotion
Creative strategy
Campaign Theme:
A world free from hair tangles, stress, and worries
Campaign Slogan:
‘Detangle Your World, Embrace Your Style.’
Major promotion will be done by
Social Media Campaign: The products will be primarily promoted on digital platforms and on the website of the company. The main promotion platforms of the company are Instagram, YouTube, Facebook, Twitter or X and Pinterest (Tangle Teezer, 2024).
Influencer Partnerships: These are some of the social media influencers and are commonly followed by normal people and this gives the scope to view the products of the company easily.
Limited Edition Collections: This will ensure attraction amongst consumers
Detangle Your World Challenge: The website of the company is optimised, which means that the same can be found easily online.
Pop-Up Detangling Stations: This also ensures that the company is highly popular and can be found easily.
Timing Considerations
Activity |
Start Date |
Duration |
End Date |
Conduct market research in target markets |
04-10-2024 |
25 |
29-10-2024 |
Develop a marketing campaign strategy |
29-10-2024 |
25 |
23-11-2024 |
Create campaign materials |
23-11-2024 |
50 |
12-01-2025 |
Launch a social media campaign |
12-01-2025 |
20 |
01-02-2025 |
Partner with influencers |
01-02-2025 |
19 |
20-02-2025 |
Organize pop-up detangling stations |
20-02-2025 |
30 |
22-03-2025 |
Monitor and analyse campaign performance |
22-03-2025 |
37 |
28-04-2025 |
Expand distribution channels |
28-04-2025 |
3 |
01-05-2025 |
Evaluate overall campaign success |
01-05-2025 |
1 |
02-05-2025 |
Table 4: Work Breakdown Structure
(Source: Created by the Learner)
Figure 2: Gantt Chart
(Source: Created by the Learner)
Measurement of success
Tangle Teezer can effectively assess the success of its marketing objectives and make data-driven adjustments by using the following measurement strategies:
Objective 1:
Brand Awareness Survey: It will measure changes in brand recognition among target audiences by conducting surveys or polls.
Social Media Analytics: This includes metrics like increases in followers, engagement, and mentions on social media platforms.
Media Monitoring: It can assess brand visibility by monitoring press mentions and media coverage
Objective 2:
Website Traffic: Monitor increases in website traffic, particularly from target markets.
Conversion Rate: This will require the company to analyse the conversion rate of website visitors to customers.
E-commerce Sales: Track sales data from online channels in new markets.
Objective 3:
Product Availability: Monitor product availability in retail stores and online marketplaces.
Objective 4:
Customer Feedback: Using surveys, reviews, and social media interactions, the company will collect feedback from customers
Conclusion
In conclusion, it can be stated that the stable political environment of the nation has contributed to the success of Tangle Treezers. The company has been provided with the opportunity to acquire more skilled workers who can assist in the market development strategy of the company from the economic development of the nation. To implement its marketing strategies, Tangle Treezers will focus on a creative campaign named ‘A world free from hair tangles, stress, and worries. Sustainability, e-commerce, influencer marketing and technological developments like Augmented Reality (AR) and Virtual Reality (VR) are some of the most notable trends that can be captivated by the company to enhance its marketing campaigns.
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Alzoubi, H., Alshurideh, M., Kurdi, B., Akour, I. and Aziz, R. (2022)‘Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty?’ The role of open innovation. International Journal of Data and Network Science, 6(2), pp.449-460.
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Appendix
Students |
Participation in the work |
Meetings Held |
Student 1 |
introduction and market Research |
Analysis of the issues of business environment |
Student2 |
Marketing opportunities |
Feasibility of strategies |
Student 3 |
Implementation and timeline |
The required costs and channels of analysis |
Student 4 |
Measurement of success and allocation of references |
Challenges while academic presentation |
Table 4: Summary Log
(Source: Created by the Learner)
