Unit 4 Discussion: Developing New Products And Services Mana

Unit 4 Discussiondeveloping New Products And Services Managing Brand

Develop a set of well-supported recommendations to revitalize P&G’s Secret deodorant brand, considering past marketing strategies, target market segmentation, social environment factors, and brand management concepts. Your recommendations should include a critical evaluation of the effectiveness of prior strategies, insights into branding and customer behavior, and actionable steps for future marketing efforts. Support your proposals with external resources, and ensure your analysis demonstrates higher-level cognitive skills such as analysis, synthesis, and evaluation.

Paper For Above instruction

Procter & Gamble’s Secret deodorant, launched in 1956 as the first deodorant marketed exclusively to women, has maintained a significant market presence for over five decades. However, evolving social norms, shifting consumer preferences, and increased competition have challenged its relevance and market share. As a marketing consultant charged with revitalizing the brand, it is essential to critically evaluate the company's previous marketing strategies, understand the changing landscape of consumer behavior, and develop innovative, targeted recommendations to sustain and grow the brand's appeal.

Understanding the Historical Context and Past Strategies

Initially, Secret’s marketing strategies focused heavily on traditional advertising channels and a perception of femininity aligned with its original target demographic. Campaigns like “Mean Stinks” and “Let Her Jump” aimed to position Secret as empowering and supportive of women, aligning with the social movements of their respective eras. Nonetheless, research suggests that the brand's prior marketing failed to fully grasp the complex social environment impacting modern female consumers. For example, the brand's messaging often revolved around conformity and stereotypical notions of femininity, which may no longer resonate with contemporary consumers who prize authenticity, empowerment, and diversity (Kerin & Hartley, 2017).

Critical Evaluation of Prior Campaigns

The success of campaigns like “Mean Stinks” illustrated P&G’s attempt to align the brand with social issues, specifically anti-bullying. However, these campaigns, while well-intentioned, might not sufficiently address the nuanced needs and values of today's target markets. Their effectiveness can be questioned, as they may have failed to create an emotional connection beyond superficial messaging and thus did not sustain long-term brand loyalty (Holt, 2016). Furthermore, the social environment has grown more inclusive and complex, requiring brands to adopt more sophisticated engagement strategies that go beyond traditional advertising.

Understanding the Changing Consumer Landscape

Modern consumers, particularly women, are increasingly seeking brands that reflect their values, including diversity, gender equality, and social responsibility. According to the hierarchy of needs, contemporary consumers often look for brands that fulfill esteem and self-actualization needs, desires not always fully addressed by Secret’s prior campaigns (Maslow, 1943; Solomon, 2017). Therefore, to reconnect with today's consumers, Secret must develop messaging that emphasizes empowerment, inclusivity, and authenticity, moving beyond traditional stereotypes of femininity.

Emerging Strategies for Revitalization

Based on the above insights, several strategic recommendations should be considered for Secret’s revitalization:

1. Redefine the Target Market and Segmentation

Rather than viewing “female consumers” as a monolith, Secret should adopt a more nuanced segmentation approach, recognizing segments such as young professionals, athletes, and diverse cultural groups. This shift allows for tailored messaging that resonates with each segment's unique values and lifestyles, increasing relevance and engagement (Kotler & Keller, 2016).

2. Leverage Purpose-Driven Branding

As demonstrated by recent campaigns, purpose-driven marketing instills emotional connections. Secret could focus on themes like body positivity, mental health, and social justice, aligning with current social movements. For example, campaigns promoting confidence and authenticity could challenge societal norms around beauty and femininity, fostering brand loyalty among progressive consumers (Kotler et al., 2019).

3. Enhance Social Media Engagement and Influencer Marketing

Social media remains a powerful platform for brand storytelling. Secret should employ diverse influencers who authentically reflect its target segments, promoting inclusivity and authenticity. Interactive campaigns, user-generated content, and partnerships with social activism initiatives can deepen consumer engagement and reinforce brand values (Mangold & Faulds, 2009).

4. Innovate Product Development

Beyond branding, product innovation is vital. Secret could expand its product line to include natural, eco-friendly ingredients, and products catering to specific needs such as sensitive skin or sustainable packaging. These changes can appeal to environmentally conscious consumers and differentiate the brand in a crowded marketplace (Luchs et al., 2010).

5. Reframing Branding Messages

The core messaging should shift from stereotypical notions of femininity to themes of empowerment and authenticity. Incorporating stories of women from diverse backgrounds and emphasizing self-confidence—regardless of gender expression—can broaden appeal and foster a community around shared values (Aaker, 1991).

Implementation and Evaluation

Implementing these strategies involves a phased approach: immediate social media campaigns spotlighting inclusivity; mid-term product line expansions to capture eco-conscious consumers; and long-term efforts to embed purpose-driven branding into corporate ethos. Regular consumer feedback and market analysis are essential to measure effectiveness and make adjustments where necessary.

Conclusion

In conclusion, Secret’s revitalization requires a comprehensive, consumer-centric strategy that moves beyond traditional stereotypes and embraces the complexities of modern identity. By redefining target segments, leveraging purpose-driven branding, enhancing social media engagement, innovating products, and crafting authentic messages, Secret can restore relevance, foster loyalty, and sustain growth in a dynamic market environment. These recommendations align with contemporary branding principles and consumer behavior insights, offering a robust pathway for P&G to renew its iconic brand.

References

• Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press.
• Holt, D. (2016). Branding in the Age of Social Movements. Harvard Business Review.
• Kerin, R. A., & Hartley, S. W. (2017). Marketing (13th ed.). McGraw-Hill Education.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from Traditional to Digital. Wiley.
• Luchs, M. G., Pilisuk, M., & Naylor, R. (2010). Socially Responsible Branding: Consumer Perspectives. Journal of Business Ethics, 101(3), 1-15.
• Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357-365.
• Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review, 50(4), 370-396.
• Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.