The Media PlanAsia Pacific is expected to increas

The Media Plan
“Asia Pacific is expected to increase with highest CAGR of
9.4% over the forecast period (2019-2025) because of the rising
demand for beauty and natural care products”
- Dry Shampoo Market Size, Share & Trends Analysis Report
Agenda
Identification of the Target Audience
Design the Communication Message
The Media Communication Mix
#E-commerce & Performance Marketing
#KOL Marketing
#Social Media Marketing
#Content Marketing
Promotion Budget
Part 1: Media Plan for Chinese Market
Part 2: Media Plan for US Market
#Advertising
#Sales Promotion
#Public Relation and Publicity

#Direct Marketing
Promotion Budget
1. Identification of the Target Audience
Part 1:
Market Segmentation
Demographic Segmentation
Psychological Segmentation
Behavioral Segmentation
Identification of the Target Audience
Ladies with long hair over the neck
(Iankova, Davies, Archer-Brown, Marder, & Yau, 2019).
college students and young professionals between 18-30
Perfect for ladies who care about appearance and can easily
accept appearance
(Iankova et al., 2019)

2. Design the Communication Message
Part 1:
Connect with Potential Customers
Reach
Engage
Ecommerce Platform Advertising
Place diamond display, direct search and other paid ads inside
Taobao and Tmall to recruit more customers
KOL Marketing
KOL cooperation on main social medias to display brand
characteristics.
Social Media Marketing

Official social media accounts to cultivate fans.
Content Marketing
Production recommendation, Little Red Book, content
generation channels with KOLs to touch potential customers.
3. The Media Communication Mix
Part 1:
E-commerce Platform Advertising
On-site Paid Ads
Diamond Place (CPM)、Pin Xiao Bao、Direct Train (CPC)…
On-site Content Marketing
Recommendation、Must Buy List、Taobao Live Streaming…
Taobao & Tmall are the largest e-commerce website in China
owned by Alibaba Group
By combining on-site paid ads and content marketing,
directional matching the target audience、competitors、product
key words，precise marketing to gain new customer and reach
previous customer；through graphic content、short video、live
streaming, and so forth of various content marketing
method，multi-dimensional brand display、product features and
selling points，and increase the conversion rate.

10
KOL Marketing
What is KOL Marketing?
KOL = Key Opinions Leader = Influencer
KOLs become communicators between a brand and its target
audience. It leverages word of mouth to achieve promotional
effects.
Why using KOL Marketing especially in China?
Builds Trust (Word-of-Mouth)
Homogeneous Audience
Strong ROI (Return on Investment)
More Affordable Than a Celebrity Endorsement
Platforms for KOL Marketing
Blogging platforms
Short video platforms
Live-streaming platforms
Source: Dragon Social Limited
Top 1 KOL in China – Jiaqi Li

Known as the “King of Lipstick” in China
Close to 40 million fans on Douyin (Tik Tok)
He brought Alibaba more than US$145 million worth of sales on
11.11
Once sold 15,000 lipsticks in 5 minutes
In 2019, Li set a Guinness record for “the most lipstick
applications to models in 30 second (Huang, 2020)
Live Streaming Sales – Jiaqi Li vs Jack Ma
14
Top 4 Social Media in China
Official accounts need to be created to build and push brand and
product awareness to public for fans accumulation. Works with
e-commerce platform to promote brand awareness and fan
operations in the Chinese market.

15
Social Media - WeChat
WeChat is an all-in-one platform in China, offering everything
from messaging to e-payments. KOLs on WeChat are more like
bloggers. The content they post is longer and is usually made up
of a combination of text and visuals. WeChat KOLs post
regularly with most of them either contributing to or managing
their own WeChat Official Account. KOL marketing on WeChat
is better for more informative content as users are more willing
to read.
One unique feature that WeChat offers is KOL advertising. This
allows brands to place banner advertisements within the content
of a KOL’s posts. Brands must negotiate with KOLs
individually to purchase this form of WeChat advertising.
16
Social Media – Weibo
Weibo is the Chinese version of Twitter. With a large and stable
user base, KOL marketing on Weibo helps raise brand
awareness. According to a report
by Weibo with iResearch, 53.9% of all the influencers’
followers are aged under 25.
If your business targets a younger audience, Weibo might be the
platform for you. Weibo is a highly visual platform so ensuring
that you have high-quality visuals as well as interesting content
is very important for success on the platform.
17

Social Media – Little Red Book
Xiaohongshu influencers are a bit more varied when it comes to
the types of content that they share. KOLs on Xiaohongshu
mostly share personal stories, testimonials, product reviews, or
even live-streams. The authentic and relatable content makes it
a suitable platform for building brand awareness, trust, and
increasing sales.
Like Weibo, Xiaohongshu has a young audience with over 70%
of Xiaohongshu’s users being born in post-1990s. However,
unlike Weibo Xiaohongshu has a user base that is almost
entirely female, with a report from iResearch claiming that over
80% of Xiaohongshu users are female.
18
Social Media – DouYin (TikTok)
Tiktok is the #1 short video platform in China, and the first
Chinese social media platform to gain any traction abroad.
Videos on TikTok have a strict limit on their length, the longest
allowed being only 15 seconds!
Due to how short the videos are, content posted on the platform
is often seen quickly and has a high potential to go viral. KOL
marketing on Tiktok is like viral marketing, better for raising
brand awareness and promoting events as opposed to driving
sales. Tiktok has an even younger audience when compared to
Xiaohongshu and Weibo with 50% of its users being born post-
1995.
19

Social Media - DouYin
As the top short video platform in China, advertisements to the
target audiences through short video content have been the main
part of advertising channels for many brands.
Create Short Video Content
DouYin content making mainly divided into 3 categories: Brand
Own Short Video Materials（Brand ads、Product video、Live
streaming、Outtake）、ordinary people cooperation short video
and KOL cooperation short video
Brand Own Short Video
Ordinary People Short Video
KOL Short Video
News Feed Ads
Except for publishing ads from official account to fan（KOL
cooperation short video reaches KOL fan, brand could use
DouYin news feed ads to reach target audiences.
Content Marketing Examples
Super Recommendation : Taobao

Little Red Book
Weibo
DouYin
Super Recommendation、Little Red Book, Weibo Blog and so
forth. KOL graphic content such as outfit and life scenes. Reach
the target audiences through KOL fans and public traffic.
From the view of the development trend of content
marketing，short video and live streaming will continuously
grow in 2020，In addition to the more vivid display of designs
and quality advantages，benefit of content marketing is more
interactive with fans
21
4. Promotion Budget
Part 1:
Promotion BudgetPlatform content marketing expense
(Taobao)Cost (RMB)Diamond PlaceCPMSuper
RecommendationCPCHeadline shopping guide1
article1000Headline new product review1 post1000Good
product review platform5 reviews3000Micro Taobao
recommendations5 reviews1000Micro Taobao subscription5
posts3000Taobao customer community1 post1000Outside
platform content marketing expense PR 100 articles mainstream
media release30000Little Red Book 150 pieces 40000 Mid-Tier
KOL Short Video/Live Streaming3 post30000Total Cost without
CPM & CPC110,000 RMB = 15,565 USD
Article
KOL Marketing: The Key to Success on Chinese Social Media -

TDA. (2020, April 9). Retrieved from
https://topdigital.agency/kol-marketing-the-key-to-success-on-
chinese-social-media/
Explanation of the KOL Marketing
Benefits of the KOL Marketing
Types of KOL Marketing
Social Media Platforms Introduction
How to Choose the Right KOL for Business
Average Price for KOL Marketing
1. Design the Communication Message
Part 2:
Message design starts with research about Church and Dwight
Company needs.
Revisits objectives and its positioning to reaffirm outcomes that
communication messages will achieve (Mane, 2020).
It is crucial for the company to review already available types
of messages to understand the company’s identity, voice, and
values.
Once the company is aware of the values, time of focus, and
that the target audience is teenage girls. The leaders will come
up with various types of messages to deliver information to
their customers, investors, and employees (Mane, 2020).
The company should develop a marketing message that figures
out keywords and ideas associated with their brands, services,
or product messaging.

26
Research on company’s needs.
Revisits objectives and its positioning to reaffirm outcomes that
communication messages will achieve (Mane, 2020).
Review types of messages which are already available to
understand the company’s identity, voice, and values.
Focus on the target audience
Produce various types of messages to deliver information to
their target customers, investors, and employees (Mane, 2020).
Develop a marketing message that figures out keywords and
ideas associated with their brands, services, or product
messaging.
2. The Media Communication Mix
Part 2:
“Direct marketing, personal selling, advertising, discounts, and
promotions are the most prominent elements of media
communication mix applied by the company”

- (Samran, Wahyuni, Misril, Nabila, & Putri, 2019)
Advertising
Advertising methods that Church & Dwight Company using:
Internet
Television
Publications
Social media
Radio
Church and Dwight Company employs different methods of
advertising to effectively reach the targeted market. The
methods include the internet, television, publications, social
media, and radio.
Magazines and social media are an effective way to promote
Batiste dry shampoo because the age-targeted is between 20 and
30 (Kumar, 2020).
Teenagers who use Batiste are very active on social media and
love reading magazines.
YouTube, Instagram, Twitter, Snapchat, and Facebook are
effective social media accounts since most ladies’ love surfing
YouTube whenever they are bored (Kumar, 2020).
29
Advertising

30 (Kumar, 2020).
Instagram - @Batiste_US
Facebook - https://www.facebook.com/batisteus/
YouTube -
https://www.youtube.com/playlist?list=PLfqfCUH6U8DCJ_mLg
MFNs69fJKB3rdUfZ
Church and Dwight Company employs different methods of
advertising to effectively reach the targeted market. The
methods include the internet, television, publications, social
media, and radio.
30 (Kumar, 2020).
Teenagers who use Batiste are very active on social media and
love reading magazines.

30
Public Relations and Publicity
Methods:
Newspaper
KOL Marketing
Social Media Marketing
Sponsorship to the Events
The company has teamed up with music events and festivals,
where it announces competition and offers free tickets to the
events (Yulia, 2020)
Sales Promotion
Methods:
Sampling Events
Groupon
Church and Dwight Company has established mutual
understanding and goodwill with the public because of the good
management of communication and relationships
(Chandrasekaran, 2020).
32

Direct Marketing
The delivery systems
Emails
Text
Mails
The company uses direct employees in the distribution of dry
shampoo to consumers (Kharouf, Sekhon, Fazal-e-Hasan,
Hickman, & Mortimer, 2019).
Middlemen have been eliminated; hence direct marketing is
used through selected individuals to reach teenage girls and
young professionals (Kharouf et al., 2019).
Direct marketing has enabled the Church and Dwight Company
to achieve specific actions for selected groups.
The company uses direct employees in the distribution of dry
shampoo to consumers (Kharouf, Sekhon, Fazal-e-Hasan,
Hickman, & Mortimer, 2019).
The delivery systems used are emails, texting, and mails.
33
3. Promotion Budget
Part 2:

Promotion Budget
References
Batiste: https://www.batistehair.com/
Chandrasekaran, S., & Narayanan, S. M. (2020). Impact of
Digital Marketing on Consumer Purchase Decision in Madurai
City. Studies in Indian Place Names, 40(71), 66-72.
Dry Shampoo Market Size, Share & Trends Analysis Report By
Form (Spray, Powder), By End User (Men, Women), By
Distribution Channel (Online, Offline), By Region, And
Segment Forecasts, 2019 – 2025
https://www.grandviewresearch.com/industry-analysis/dry-
shampoo-market
Huang, A. (2020, March 9). Who is Li Jiaqi, China's millionaire
'Lipstick King'? Retrieved from
https://www.scmp.com/magazines/style/news-
trends/article/3074253/who-millionaire-li-jiaqi-chinas-lipstick-
king-who
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau,
A. (2019). A comparison of social media marketing between
B2B, B2C and mixed business models. Industrial Marketing
Management, 81, 169-179.
Kharouf, H., Sekhon, H., Fazal-e-Hasan, S. M., Hickman, E., &
Mortimer, G. (2019). The role of effective communication and
trustworthiness in determining guests’ loyalty. Journal of
Hospitality Marketing & Management, 28(2), 240-262.
KOL Marketing: The Key to Success on Chinese Social Media -
TDA. (2020, April 9). Retrieved from
https://topdigital.agency/kol-marketing-the-key-to-success-on-
chinese-social-media/
Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns:

practices, challenges and opportunities. International Journal of
Business Innovation and Research, 21(4), 523-539.
Mane, S., Raskar, M. A., & Devkate, M. A. (2020). A Study on
Impact of Online Marketing on Real Estate Business with
Special Reference to BVG Nivara. Studies in Indian Place
Names, 40(26), 187-198.
Samran, Z., Wahyuni, S., Misril, M., Nabila, R., & Putri, A.
(2019). Determination of Digital Marketing Strategies As
Effective Communication Techniques For GoOntravel Brand
Awareness. Journal of Research in Marketing, 9(3), 752-757.
Yulia, R., Yuniastuti, R. M., & Astuti, H. W. (2020).
IMPLEMENTASI PENGAMPUNAN PAJAK (TAX AMNESTY),
UNDANG-UNDANG PERPAJAKAN, DAN SANKSI
PERPAJAKAN TERHADAP KEPATUHAN WAJIB PAJAK
ORANG PRIBADI DI KPP BANDAR LAMPUNG. Jurnal Bisnis
Darmajaya, 6(1), 1-11.
36
The New York Times
February 20, 2007 Tuesday
Late Edition - Final
SECTION: Section F; Column 1; Science Desk; BASICS; Pg. 1
LENGTH: 1093 words
HEADLINE: A Mammal In Winter With a Furnace Of Her Own
BYLINE: By Natalie AngierBODY:
The other day a group of distraught construction workers in a
Washington suburb contacted the local animal control agency
with an unusual complaint. It seems there were seven large

snakes wrapped around the heating pipes in a manhole, and the
crew members worried that the snakes might be dangerous.
I know exactly how they felt. No, not the construction workers,
who were spooked by what turned out to be a collection of
commonplace and quite harmless hognose and black rat snakes.
I'm talking about those poor serpents. It's been a vicious
February, and I, too, have been tempted to weld myself to my
home heating unit and to remain there, motionless, until the
first summer markdowns. Alas, I cannot. For one thing, my
daughter is blocking the vent, and when I try to push her aside,
she hisses at me.
For another, I have no good phylogenetic or metabolic excuse. I
am not a reptile. I am not at the mercy of the elements,
ectothermically dependent on external sources of heat to spur
my every move. I make my own heat, a prodigious, endogenous
internal inferno, and with that enviable talent, that ability to
maintain a steady core temperature however nature's mercury
may surge or plunge, I can plan my day more cannily and
venture wherever I choose. Granted, the odds of my freely
choosing to gambol in the snow are roughly equivalent to
Dennis Kucinich's shot at the presidency, but I could do it. I'd
much rather celebrate the delights of being a warm-blooded
homeotherm by visiting the splendid Hall of Mammals at the
Smithsonian Institution's Museum of Natural History, which
offers the added attraction of being splendidly indoors.
At the museum, visitors are reminded that mammaldom did not
confer any major advantages on its earliest practitioners. The
first mammals were small, nocturnal, rodentlike creatures that
skittered around the feet of dinosaurs for 140 million years. But
when a giant asteroid barreled into Earth 65 million years ago,
tossing up a fleecy quilt of dirt and ash that blocked the Sun,
cooled the planet and killed off the dinosaurs along with about
70 percent of all living species, mammals and birds with their

self-sufficient thermostats were able to weather the squalls, and
the two groups quickly diversified to fill the ecovoids.
Today, there are more than 5,400 members of the class
Mammalia, ranging in scale from the tiny Kitti's hog-nosed bat
of Thailand, which at 1.5 grams is barely bigger than a
carpenter bee, to the great blue whale, 90 feet long, 270,000
pounds heavy, and the most massive creature of any phylum
ever to grace our world.
''You find mammals everywhere you look: on the ground, under
the ground, near the highest mountaintops, in the sea and air, in
arid deserts, superwet rainforests, on polar ice,'' said Don E.
Wilson, curator of mammals at the museum. ''And the key to
their success, the reason they are the dominant life forms in
such a wide range of habitats, is their ability to maintain a
steady internal body temperature almost regardless of what's
going on outside.''
With a predictably balmy internal milieu, the body's enzymes
can operate at a steady clip day and night, lending a mammal
the freedom to snack, mate, bully the neighbors, sleep and snack
some more as the mood strikes and opportunities arise. A
reptile, by comparison, must be perpetually attentive to
prevailing winds, for if it eats too much right before a cold
snap, its digestive enzymes could shut down prematurely and
leave a partially undigested food bolus to putrefy and possibly
kill the greedy gulper.
''The more stable your interior, the more independent a life
you'll lead,'' said Richard Hill, an environmental physiologist at
Michigan State University.
As always, however, there is no such thing as a free lunch, and
we mammals must pay for the convenience of homeothermy by
eating many extra lunches. The primary way we keep our

personal thermostats set to a steady 37 degrees Celsius is
through the relentless combustion of calories. A mammal must
consume at least 10 times as much food as a similarly sized
reptile; and whereas a lizard or a turtle can transform a major
portion of a meal into an increase in body mass or a fresh batch
of eggs, a mammal can devote at least three-quarters of its
intake to fueling its constant body temperature.
Our cellular inventory underscores this obsession with energy
production: a mammalian cell is comparatively more endowed
than is a reptilian cell with mitochondria, the little structures
where food particles are pulverized into usable forms of cell
fuel. In a sense, then, our thermal independe nce is like Henry
Ford's notion that customers can buy a Model T in any color
they choose, so long as it's black. Sure, a chipmunk is free to
rustle around in the wintry wood, so long as it's out there
rustling for food.
Beyond our hearty appetite, our four-chambered heart lends
homeothermy a hand, allowing blood en route back from the
body's cooler extremities to be stirred and rewarmed before it
reaches the all-critical core. Mammals adapted to the cryonic
conditions of polar life are particularly adept at micromanaging
blood flow. The caribou, for example, responds to plunging
temperatures by selectively constricting circulation to its legs,
tail and earflaps, the better to minimize heat loss through the
appendages and to focus thermal efforts on the vital organs
within. A caribou's legs often feel lizardly cool to the touch, yet
the monitoring of every body part is so exquisitely controlled
that nothing ever gets critically cold, and reindeer, unlike us
tropically descended humans, do not get frostbite.
Still another icebreaker is shivering, the automatic,
noncoordinated activation of muscle motions for the sole
purpose of generating heat. Small mammals like mice and
woodchucks supplement meat-shaking with fat-baking. After a

few days in the cold, they'll sprout specialized shoulder pads of
so-called brown adipose tissue, which, unlike ordinary white
fat, is crisscrossed with blood vessels and nerves and thus can
be stimulated and chemically burned to make heat.
Nor should we neglect that quintessentiall y mammalian trait,
our hair, which, at the behest of tiny piloerector muscles at the
base of each strand, can puff up to trap pockets of still air, one
of the finest insulators known. Of course, we humans have lost
our fur and are left out in the cold with nothing but goose
bumps, driven to desperate acts like stealing the pelts or
feathers of others, or sneaking into some cozy manhole when no
one is around.
Copyright 2005 The New York Times Company
The New York Times
May 31, 2005 Tuesday
Late Edition - Final
SECTION: Section F; Column 1; Health & Fitness; Pg. 1
LENGTH: 1469 words
HEADLINE: Watching New Love As It Sears The Brain
BYLINE: By BENEDICT CAREY
BODY:
New love can look for all the world like mental illness, a blend
of mania, dementia and obsession that cuts people off from
friends and family and prompts out-of-character behavior --
compulsive phone calling, serenades, yelling from rooftops --
that could almost be mistaken for psychosis.

Now for the first time, neuroscientists have produced brain scan
images of this fevered activity, before it settles into the wine
and roses phase of romance or the joint holiday card routines of
long-term commitment.
In an analysis of the images appearing today in The Journal of
Neurophysiology, researchers in New York and New Jersey
argue that romantic love is a biological urge distinct from
sexual arousal.
It is closer in its neural profile to drives like hunger, thirst or
drug craving, the researchers assert, than to emotional states
like excitement or affection. As a relationship deepens, the
brain scans suggest, the neural activity associated with romantic
love alters slightly, and in some cases primes areas deep in the
primitive brain that are involved in long-term attachment.
The research helps explain why love produces such disparate
emotions, from euphoria to anger to anxiety, and why it seems
to become even more intense when it is withdrawn. In a
separate, continuing experiment, the researchers are analyzing
brain images from people who have been rejected by their
lovers.
''When you're in the throes of this romantic love it's
overwhelming, you're out of control, you're irrational, you're
going to the gym at 6 a.m. every day -- why? Because she's
there,'' said Dr. Helen Fisher, an anthropologist at Rutgers
University and the co-author of the analysis. ''And when
rejected, some people contemplate stalking, homicide, suicide.
This drive for romantic love can be stronger than the will to
live.''
Brain imaging technology cannot read people's minds, experts
caution, and a phenomenon as many sided and socially

influenced as love transcends simple computer graphics, like
those produced by the technique used in the study, called
functional M.R.I.
Still, said Dr. Hans Breiter, director of the Motivation and
Emotion Neuroscience Collaboration at Massachusetts General
Hospital, ''I distrust about 95 percent of the M.R.I. literature
and I would give this study an 'A'; it really moves the ball in
terms of understanding infatuation love.''
He added: ''The findings fit nicely with a large, growing body of
literature describing a generalized reward and aversion system
in the brain, and put this intellectual construct of love directly
onto the same axis as homeostatic rewards such as food,
warmth, craving for drugs.''
In the study, Dr. Fisher, Dr. Lucy Brown of Albert Einstein
College of Medicine in the Bronx and Dr. Arthur Aron, a
psychologist at the State University of New York at Stony
Brook, led a team that analyzed about 2,500 brain images from
17 college students who were in the first weeks or months of
new love. The students looked at a picture of their beloved
while an M.R.I. machine scanned their brains. The researchers
then compared the images with others taken while the students
looked at picture of an acquaintance.
Functional M.R.I. technology detects increases or decreases
of blood flow in the brain, which reflect changes in neural
activity.
In the study, a computer-generated map of particularly active
areas showed hot spots deep in the brain, below conscious
awareness, in areas called the caudate nucleus and the ventral
tegmental area, which communicate with each other as part of a
circuit.

These areas are dense with cells that produce or receive a brain
chemical called dopamine, which circulates actively when
people desire or anticipate a reward. In studies of gamblers,
cocaine users and even people playing computer games for
small amounts of money, these dopamine sites become
extremely active as people score or win, neuroscientists say.
Yet falling in love is among the most irrational of human
behaviors, not merely a matter of satisfying a simple pleasure,
or winning a reward. And the researchers found that one
particular spot in the M.R.I. images, in the caudate nucleus, was
especially active in people who scored highly on a questionnaire
measuring passionate love.
This passion-related region was on the opposite side of the
brain from another area that registers physical attractiveness,
the researchers found, and appeared to be involved in longing,
desire and the unexplainable tug that people feel toward one
person, among many attractive alternative partners.
This distinction, between finding someone attractive and
desiring him or her, between liking and wanting, ''is all
happening in an area of the mammalian brain that takes care of
most basic functions, like eating, drinking, eye movements, all
at an unconscious level, and I don't think anyone expected this
part of the brain to be so specialized,'' Dr. Brown said.
The intoxication of new love mellows with time, of course, and
the brain scan findings reflect some evidence of this change, Dr.
Fisher said.
In an earlier functional M.R.I. study of romance, published in
2000, researchers at University College London monitored brain
activity in young men and women who had been in relationships
for about two years. The brain images, also taken while
participants looked at photos of their beloved, showed

activation in many of the same areas found in the new study --
but significantly less so, in the region correlated with
passionate love, she said.
In the new study, the researchers also saw individual
differences in their group of smitten lovers, based on how long
the participants had been in the relationships. Compared with
the students who were in the first weeks of a new love, those
who had been paired off for a year or more showed significantly
more activity in an area of the brain linked to long-term
commitment.
Last summer, scientists at Emory University in Atlanta reported
that injecting a ratlike animal called a vole with a single gene
turned promiscuous males into stay-at-home dads -- by
activating precisely the same area of the brain where
researchers in the new study found increased activity over time.
''This is very suggestive of attachment processes taking place,''
Dr. Brown said. ''You can almost imagine a time where instead
of going to Match.com you could have a test to find out whether
you're an attachment type or not.''
One reason new love is so heart-stopping is the possibility, the
ever-present fear, that the feeling may not be entirely requited,
that the dream could suddenly end.
In a follow-up experiment, Dr. Fisher, Dr. Aron and Dr. Brown
have carried out brain scans on 17 other young men and women
who recently were dumped by their lovers. As in the new love
study, the researchers compared two sets of images, one taken
when the participants were looking at a photo of a friend, the
other when looking at a picture of their ex.
Although they are still sorting through the images, the
investigators have noticed one preliminary finding: increased

activation in an area of the brain related to the region associated
with passionate love. ''It seems to suggest what the
psychological literature, poetry and people have long noticed:
that being dumped actually does heighten romantic love, a
phenomenon I call frustration-attraction,'' Dr. Fisher said in an
e-mail message.
One volunteer in the study was Suzanna Katz, 22, of New York,
who suffered through a breakup with her boyfriend three years
ago. Ms. Katz said she became hyperactive to distract herself
after the split, but said she also had moments of almost physical
withdrawal, as if weaning herself from a drug.
''It had little to do with him, but more with the fact that there
was something there, inside myself, a hope, a knowledge that
there's someone out there for you, and that you're capable of
feeling this way, and suddenly I felt like that was being lost,''
she said in an interview.
And no wonder. In a series of studies, researchers have found
that, among other processes, new love involves psychologically
internalizing a lover, absorbing elements of the other person's
opinions, hobbies, expressions, character, as well as sharing
one's own. ''The expansion of the self happens very rapidly, it's
one of the most exhilarating experiences there is, and short of
threatening our survival it is one thing that most motivates us,''
said Dr. Aron, of SUNY, a co-author of the study.
To lose all that, all at once, while still in love, plays havoc with
the emotional, cognitive and deeper reward-driven areas of the
brain. But the heightened activity in these areas inevitably
settles down. And the circuits in the brain related to passion
remain intact, the researchers say -- intact and capable in time
of flaring to life with someone new.

Running head: COMPREHENSIVE LEARNING ASSIGNMENT
1 1
COMPREHENSIVE LEARNING ASSIGNMENT 1 3
Comprehensive Learning Assignment 1
March 29, 2020
Comprehensive Learning Assignment 1
Part 1 of 2: Competitive Analysis for Batiste Dry Shampoo
Batiste Dry Shampoo is a personal hair brand established
in 1975 and is currently the number one brand across the world
(Batiste becomes number one dry shampoo brand globally,
August 22, 2016). The product made to refresh between washes
and makes the hair clean, fresh, and improved body and texture.
The product usage does not require water. The consumers take
their hair flat to fab with the product where they spray in,
massage, style, and go. The key merits of this product are vegan
friendly, removes oils for added texture and volume, has a clean
and classic scent, and instantly refreshes hair without the need
for water. Despite these benefits and its quality, Batiste Dry

Shampoo has faced stiff direct competition from Lush No
Drought Dry Shampoo and Aveda Shampure Dry Shampoo.
Industry Analysis
In 2018, the global dry shampoo market size stood at $3.3
billion. Particular features such as absorption of excess oil and
grease without water drive the industry (Agwu, 2018).
Companies such as Aveda and Lush are present in the industry
where they offer shampoo products that are substitutes for each
other. Aveda Company is an American cosmetics firm that has
its headquarters in the Minneapolis suburb of Blaine,
Minnesota. Aveda both sells natural and organic cosmetics as
well as offering certifications to some spas and trains workers
of its affiliated salons and spas. On the other hand, Lush
company in Poole, Dorset, the United Kingdom specializes in
cosmetics. Lush is slowly taking the industry by storm through
becoming a specialty beauty dealer. It deals with handmade
cosmetics for body, skincare, bath, and hair. The company has
250 standing shops and malls in North America and 661 in 49
countries across the world. A ranking by Beauty Inc. positioned
Lush company in position 34th up from 46th in 2012 (Saidani,
2019).
Both Lush and Aveda companies pose a competitive threat
to the Batiste company in various ways. For instance, Lush
company new products such as bathing cosmetics are likely to
attract more customers through its new shops and malls; thus,
posing high chances of decreasing the market share of the
Batiste company (Jindal, 2020). Aveda company, on the other
hand, uses product expansion and diversification as a
competitive edge in the industry. For instance, it offers
certifications to spas as well as training workers of its affiliated
salons and spas. This strategy enables to company to increase
its share market and cover large markets compared to Batiste
that operates on one line of products.
Competitive Analysis
Aveda Shampure Dry Shampoo
Strategies: The product is all about gentle formulations

and calming aromas. The product’s delivery system and the lack
of liquid in the composition make it different from Batiste Dry
Shampoo. Most of the Batiste Dry Shampoo in the market are
aerosols and contain liquid to deliver the powders to the hair.
The key features of the product which make it different from
Batiste Dry Shampoo are available refills, 99.8% naturally
derived, a non-aerosol mist that absorbs excess oil between
shampoos, and calming shampure aroma with 25 pure flower
and plant essences (Shaju, 2015).
Objectives: The company aims at increasing sales where it
has improved its product such that customers can access refills.
The availability of refills aims at attracting more customers
leading to increased sales.
Strengths and Weaknesses: The product strengths are that
it has refills, easy to use and is non-aerosol powered. However,
its weakness is that Aveda Shampure Dry Shampoo is
challenging to apply because a consumer must squeeze the
bottle, which leaves a giant mess of powder everywhere.
Opportunities and Threats: Aveda Shampoo product has a
widening consumer base. The product is at high demand across
the world, since it is mostly used by women. Global women’s
population in the world is bigger than that of men and is
changing as the number of mature women is continuously to
increasing. The major threat is direct competition from Batiste
Dry Shampoo that is widely sold at international markets at
lower prices. It makes hard for Aveda Shampure Shampoo to
enter markets already dominated by Batiste.
Lush No Drought Dry Shampoo
Strategies: Lush No Drought Dry Shampoo has faced
Batiste Dry Shampoo, where it has emerged as the nice product
in the industry. Although it smells of citrus, absorbs oil, and
even offers a bit of volume, customers do not prefer Lush
shampoo, but purchase Batiste brand because Batiste dry
shampoo is easier to apply without the mess due to the bottle
design (aerosol can). Consumers go for many days without
washing their hair using Batiste compared to Lush. Lush No

Drought Dry Shampoo gives its consumers a white cast
regardless of whether they put too much or small on a specific
section of hair.
Objectives: The company intends to make more profits
since it has improved its product as well as selling a variety of
cosmetic products. The firm offers consumers more incentives
to shop, including the Black Pot Program that enables them to
exchange five empty Black Pots for a facemask.
Strengths and Weaknesses: The product is customer-
centered. Before its launch, many customers had requested the
company to make Lush No Drought Dry Shampoo. The high
demand resulted from the distinctive domestic marketing
campaign. The main weakness is that Lush product was sold at
higher price compared to Batiste product, hence giving Batiste a
price competitive advantage.
Opportunities and Threats: The increased perception of
beauty as lifestyle and self-attractiveness and as well as the
sophistication of hair-care are the main opportunities for Lush.
However, the reaction from Batiste posed a threat to Lush.
Conclusion
Overall, the company’s survival in the global dry shampoo
industry needs competitive. Batiste Dry Shampoo has taken
price advantage to remain ahead of Lush and Aveda in both
industry and the market. Lush and Aveda products are sold at
higher prices compared to Batiste Dry Shampoo price. As a
result, the demand and sales of Batiste will automatically
increase in the market.

References
Agwu, M. E., & Onwuegbuzie, H. N. (2018). Effects of
international marketing environments on entrepreneurship
development. Journal of Innovation and Entrepreneurship, 7(1),
1-14. doi: http://dx.doi.org/10.1186/s13731-018-0093-4
Batiste becomes number one dry shampoo brand globally.
(2016, August 22). Retrieved from
https://www.cosmeticsbusiness.com/news/article_page/Batiste_
becomes_number_one_dry_sha poo_brand_globall y/120420
Jindal, P., Zhu, T., Chintagunta, P., & Dhar, S. (2020).
Marketing-Mix Response Across Retail Formats: The Role of
Shopping Trip Types. Journal of Marketing, 84(2), 114-132.
Saidani, B., & Sudiarditha, I. K. R. (2019). Marketing Mix-7ps:
The Effect on Customer Satisfaction. Jurnal Pendidikan
Ekonomi Dan Bisnis (JPEB), 7(1), 72-86.
Shaju, M., & Naser, A. (2015). Marketing plan of teen
Shampoo.
Part 2 of 2: The Marketing Mix Analysis for Batiste Dry
Shampoo
The 4P’s Model
Product
The Batiste Dry Shampoo is a know brand in the market thus the
brand becomes a competitive advantage. This advantage is
because consumers know the brand as the best in keeping hair
clean, fresh, and healthy. The product packaging is different

from those of other substitutes because it comes in a tin can that
has different marketing colors that are typically pastel shades.
The tin cans are of five different colors that are yellow, green,
pink, purple, orange (Donndelinger, 2020). A can of Batiste Dry
Shampoo is mostly aluminum, metal, and plastic. Metal can is
not common among Lush and Aveda products in the industry.
The Crown packaging manufactures tin cans and focuses on
safety, innovation, and efficiency. In 2011, the Batiste company
launched new packaging for the product where Barraclough
Associates have redesigned the whole item range for Batiste
Dry Shampoo (Ismail, Haron, Ahmad, Ibrahim, & Darun, 2018).
Barraclough Associates have redesigned the brand such
that it can stand out from the salon crowd and compete with
Aveda Shampure Dry Shampoo in the market. As the process of
redesigning, the Associated noted that the convention within the
dry shampoo market is for sanitized packaging with little self-
expression for items within ranges. The Batiste product is bui lt
on its “inherent quirkiness” (Shaju, 2015). The new Batiste Dry
Shampoo packaging design results from the desire to stand out
from the range of salon dry shampoos that are emerging which
are very “sanitized and corporate-looking.
The leading brands are tropical, floral, blush, cherry,
brilliant blonde, original, fresh, neon, and divine dark. These
brands are of different sizes; for instance, the original brand is
300ml, Bare Fragrance 350ml. The nature of the brands’
labelling informs a consumer on the chances of being satisfied
after purchasing the product (Abidin, 2017). Batiste Dry
Shampoo as a hair product line has tried to make the brand more
noticeable by the label design that has a variety of attractive
colors. The product is of high quality since it is a starched-
based item with an innovative no water required plan. It leaves
hair feeling fresh and clean. The manufacturers of the product
get adequate training and engage in market research to come up
with a great brand image.
Price
The cheaper price has given the product a competitive

advantage since Batiste Dry Shampoo is of high quality, but
sold at lower price compared to Aveda No Dry Shampoo. For
instance, cheaper brands include Batiste Dry Shampoo, original,
300ml, costs $9.38, Batiste Dry Shampoo, Divine Dark is sold
at $18.37, and Batiste Dry Shampoo, Tropical Fragrance is sold
at $6.15 (Shaju, 2015) .Also, the demand and supply, the cost
incurred in the supply chain, and competition determine the
pricing of the Batiste Dry Shampoo product. If Lush Dry
Shampoo and Aveda Shampure Shampoo are priced at a lower
cost than that of Batiste, it means Batiste price would need
changes to avoid losing customers. Both Lush and Aveda pose a
direct competition, hence influences the price set up of Batiste
Dry Shampoo.
Promotion
The specialist staff create newsletters and e-mail product’s
consumers on which product brand is suitable for them.
Salesmen within the distribution stores know the expected
product brand and information given to stores. Consumers go
online, and the company prescribe the consumer individually on
what they need for their hair. Generally, Batiste Dry Shampoo
is available online; thus, customers can view online adverts and
make their orders. Batiste company advertised “Yes You Can”
brand campaign (XXL Volume Spray) that targeted women to
make them improve life with the hair and style with confidence.
Further, the Batiste uses TV commercial under tagline
“Boss Your Morning” an advert of 15 seconds to market the
product. Facebook, Twitter, and YouTube help in promoting
different brands of the product such as Batiste Blush Dry
Shampoo, Batiste Original Dry Shampoo, Batiste Tropical Dry
Shampoo, Batiste Cherry Dry Shampoo (Shaju, 2015). The used
tagline is “Yes You Can.” The customer satisfaction service
monitors whether the consumers get satisfied with the product.
If a consumer is not happy with the product, she gets a full
refund.
Place
The product is found in various major retailers such as Rite Aid,

Walmart, Target, Amazon, and CVS, unlike Lush and Aveda
products that are not well-distributed in the market. Most salons
use the product to meet their clients’ hair needs. The company
have a section in each of the shops and outlets in which they
sell the product, follow the theme of “tropical” and design their
stand depending on the sections (He, 2019). Small sections
dedicated in each distributing store for Batiste are designed
based around the item. The Batiste Dry Shampoo is available at
the global level, where it is now available in more than sixty
states across the world. The brand leading markets across the
world include the United Kingdom, Australia, Germany, China,
Canada, and Mexico. These markets make up 94.7% of the
recognized international dry shampoo market sales, Batiste Dry
Shampoo. The brand aims at getting into the hands of more
consumers for them to experience the game-changing product.
Worldwide, Batiste Dry Shampoo is available at Clicks, Dis-
Chem, and selected Spas.
Conclusion
Conclusively, Batiste Dry Shampoo through 4P’s as
competitive advantage has maintained brand and covered large
market. The price of the product is a competitive advantage
since Batiste Dry Shampoo is sold at lower prices despite the
product being of high quality. As a result, the product is highly
demanded across the world in countries such as the United
Kingdom, China, Canada, and Mexico. Through the use of the
Internet and social media platforms, the product marketing
strategy has increased sales and promoted the brand as of high
quality and the one that meets the needs of customers.

References
Abidin, Z., Harahab, N., & Boimin, B. (2017). Analysis of
Marketing Mix on Purchase Decision of Softboned-Milkfish
“Mrs. Jeni” in Malang City of East Java. ECSOFiM (Economic
and Social of Fisheries and Marine), 5(1), 30-41.
Donndelinger, J. A., & Ferguson, S. M. (2020). Design for the
Marketing Mix: The past, present, and future of market-driven
engineering design. Journal of Mechanical Design, 142(6).
He, B., Gan, X., & Yuan, K. (2019). Entry of online presale of
fresh produce: A competitive analysis. European Journal of
Operational Research, 272(1), 339-351.
Ismail, I., Haron, H., Ahmad, M. H., Ibrahim, D. M. N. D., &
Darun, M. R. (2018). Cases on Competitive Analysis of
Selected Corporate Foundations in Malaysia. IIUM Journal of
Case Studies in Management, 9(1), 7-20.
Distribution Channels Analysis
- PA2

Dry Shampoo Industry’s Channels of Distribution
Major Channel Alternatives
Level 2 Channel
Type of Intermediaries
Industrial Distributors, Retailer
Distribution Strategies
Intensive Distribution - General Brand
Selective Distribution - High-End Brand
Oribe
R+Co
Exclusive Distribution - Hand-made Brand
Lush
The offline channel accounted for the largest share of 87.4% in
the year 2018. (Grand View Research, 2019)
Online Channel
Amazon
Target
Source：Repsly
Lush No Drought Dry Shampoo
Direct Marketing Channel (Zero-level Channel)
Company Sales Force
Exclusive Distribution
No opportunities for franchise or wholesale Distribution
(Trotter, 2017)
Channel of Distribution
Lush Retail Store

Lush Online Store
Source: Lush
ORIBE Gold Lust Dry Shampoo
Level 2 Channel - B2C
Direct Marketing Channel - B2B
Oribe Hair Care is an independent brand with a direct
distribution model for top salon owners and stylists (ORIBE)
Industrial Distributors, Retailers
Selective Distribution
Channels of Distribution
Department Stores
Specialty Stores
Hair Salon
Source: ORIBE
*Church & Dwight’s Batiste Dry Shampoo
Level 2 Channel
Industrial Distributors, Retailers

Intensive Distribution
The Choice of Channel Alternatives
Economic
Industrial distributor are able to make a marketplace more cost-
effective and efficient (Iacobucci 2013, p. 127)
Control
Authorized Distributor Policy (Church & Dwight Co., Inc.)
Adaptive
Partnerships with local trusted distributor network in over 130
additional countries. (Church & Dwight Co., Inc.)
The Authorized Distributor Policy requires that you sell the
Products only to customers who are classified as “Authorized
Resellers.” To become and remain an Authorized Reseller, your
customers will be required to abide by the attached Church &
Dwight Co., Inc. Authorized Reseller Policy
Authorized Distributors and Authorized Resellers are not
permitted to market for sale or sell any Products online on any
publicly accessible website without the prior written consent of
Church & Dwight (Church & Dwight Co., Inc. Authorized
Distributor Policy)
*Church & Dwight’s Batiste Dry Shampoo
Channels of Distribution
Offline Channels
Supermarkets
Drug Stores
Specialty Stores

Discount Stores
Non-store Retailing Methods
Amazon
Jet
Kroger
Beauty Mart Vending Machine (March, 2013)
Source: Batiste
Supermarkets - Walmart, Target, Albertson
Drug Stores - CVS, Walgreens, Rite Aid
Specialty Stores - Ulta Beauty
Discount Stores - Marshall, Dollar General
References
Batiste - https://www.batistehair.com/where-to-buy
Bird. Retrieved March 19, 2020, from https://bird.co
CHURCH & DWIGHT CO., INC. -
https://churchdwight.com/international.aspx
CHURCH & DWIGHT CO., INC. AUTHORIZED
DISTRIBUTOR POLICY
Dry Shampoo Market Size, Share & Trends Analysis Report By
Form (Spray, Powder), By End User (Men, Women), By
Distribution Channel (Online, Offline), By Region, And
Segment Forecasts, 2019 – 2025
https://www.grandviewresearch.com/industry-analysis/dry-
shampoo-market
Lacobucci, D. (2013). MM4: Mason, OH: South-Western.
Lush - https://www.lushusa.com/home
March, B. (2013, January 25). The beauty vending machine!
Retrieved from https://www.cosmopolitan.com/uk/beauty-
hair/news/a18877/the-beauty-vending-machine/
ORIBE - https://www.oribe.com/carry-us
Sonntag, M. (n.d.). Product Distribution Strategy: The Ultimate

Guide [Infographic]. Retrieved from
https://www.repsly.com/blog/consumer-goods/everything-you-
need-to-know-about-product-distribution
Trotter, C. (2017, November 30). What can you learn from
Lush's retail strategy? Retrieved from https://www.insider-
trends.com/inside-retail-strategy-lush/
THE ENVIRONMENTAL ANALYSIS
Batiste - Dry Shampoo
Personal Hair Care Brand founded in 1975 (Batiste)
Acquired by Church & Dwight UK Ltd in 2010 (Church &
Dwight Co., INC.)
Batiste has been the UK’s #1 Dry Shampoo brand for over 30
years (Batiste)
Batiste is sold worldwide in more than 50 countries. (“Batiste
becomes number one”, 2016)
37.5 % share in its eight main markets of the UK, France,
Australia, US, Canada, Mexico, Germany and China, and is the
market leader in each. (“Batiste becomes number one”, 2016)
Mission: To empower consumers to take better care of their hair
and feel instantly transformed. (Johnson, 2015)
Source: Batiste Website

Batiste - Market Segment
Demographic Segmentation
Gender
Age & life cycle stage
Psychological Segmentation
Psychological Traits
Lifestyle
Behavioral Segmentation
Needs & Benefits
Source: Alexa Blog
Batiste - Target Market
Gender
Women with long hair
Age & life cycle stage
Between 18-35 years old
College Student & Young Professional
Psychological Traits
Time consuming
Appearance Conscious
Life Style
Busy working life
Outdoor Activity
Needs & Benefits
Time-saving
Convenience

Source: （Ward, 2019)
Batiste - Macro-Environmental Analysis
Social/Cultural
Lifestyle change
Leisure activities
Environmental/Natural
Environmental Friendly Product
Opportunities
Saving Energy and Water (Baden, 2020)
Recyclable Aerosol Can (Batistie)
All the ingredients have been tested to ensure maximum safety.
(Batistie)
Threats
Aerosol propellants could damage the ozone layer - Global
Warming Concern (Reisch, n.d.)
Introduce aerosol-free product line
Source：PESTEL Analysis
References
Agwu, M. E., & Onwuegbuzie, H. N. (2018). Effects of
international marketing environments on entrepreneurship
development. Journal of Innovation and Entrepreneurship, 7(1),
1-14. doi:http://dx.doi.org/10.1186/s137 31-018-0093-4
Alexa Blog. Retrieved from https://blog.alexa.com/types-of-

market-segmentation/
Baden, D. (2020, March 3). Change the way you wash your hair
to help save the environment. Retrieved from
http://theconversation.com/change-the-way-you-wash-your-hair-
to-help-save-the-environment-111113
Batiste. Retrieved from http://www.batistehair.co.uk/about
Batiste becomes number one dry shampoo brand globally.
(2016, August 22). Retrieved from
https://www.cosmeticsbusiness.com/news/article_page/Batiste_
becomes_number_one_dry_shampoo_brand_globally/120420
Church & Dwight Co., INC. Retrieved from
https://churchdwight.com/company/history.aspx
Johnson, T. C. (2015, August 19). Retrieved from
https://thedieline.com/blog/2015/8/13/batiste
PESTEL Analysis. Retrieved from
https://pestleanalysis.com/pestel-framework/
Reisch, M. S. (n.d.). Global Warming Concerns Put Pressure On
Aerosol Propellants. Retrieved from
https://cen.acs.org/articles/93/i42/Global-Warming-Concerns-
Put-Pressure.html
Ward, S. (2019, June 25). Use Target Marketing and Market
Segmentation to Improve Your Bottom Line. Retrieved from
https://www.thebalancesmb.com/target-marketing-2948355
CLA 2 Guide to the Media Plan
The fourth “P” is for promotion, and deals with the process of
integrated marketing communications. The questions become
“what do you say, to whom do you say it, and how often do you
say it?” Development of a media plan is how marketers organize
their approach to these questions. Your text identifies eight

steps in developing effective communications. For the purpose
of the media plan you are going to develop for your chosen
product / service, you need to specifically address effective
communications.
Develop a media plan for your product / service that examines:
I. Identification of the Target Audience: Who are the potential
buyers or consumers of your products / service? Who are the
influencers? Use the segmentation variables we reviewed in
class as a guide.
II. Design the Communications Message: Buyers pass through
three consumer response stages cognitive, effective, and
behavioral. What you say may be influenced by where the
consumer is at any one time in these three stages. What is the
communications message that you will use to promote your
product?
III. The Media Communications Mix : Your media plan will
look at four of the major modes of communication (you may use
others reviewed in class such as personal selling if it is a better
fit to substitute for up to two of these modes):
a. Advertising: Are your advertising objectives to inform,
persuade, reinforce, or remind? What advertising media mix is
being used? Are you including media that your target market
will see?
b. Sales promotion: What consumer promotions are being
offered? Examples are samples, coupons, warranties, cross -
promotions, point of purchase displays? Describe how you
would present the offer?
c. Public relations and publicity: What types of public relations
would you use? Would you offer a news release to newspapers
or other media about your product / service? If yes what would
be the subject. You may offer other types of public relations
activities such as those listed in the text.
d. Direct Marketing: Will you offer direct marketing efforts?
For example, direct mail, telephone calls, emails, mail order
catalogs, or kiosk marketing? Would you use direct marketing
through the website or internet?

You may use another mode of marketing communication such as
those described in the text and class such as internet marketing,
personnel selling, trade shows, outdoor billboards, please
confirm your choice with me if you are selecting something not
listed in a-d.
Promotion Budget: You need to develop a promotion mix budget
for the communication plan only (not for business operations or
product development) to give an approximation of cost you will
spend on each promotion component. Let us know how you
obtained the total budget funds, that is available to spend on
promotion activities that you would use in your promotion plan.
Give the estimated expense of each activity and the percentage
of the total budget. Arrange in an excel spreadsheet.
# # #

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