MKT10007 Fundamentals of Marketing

Semester 1, 2023.
Assignment 4: Brand extension report
Date of Submission: 6/8/2023
Date submitted : 4/8/2023
Name: Ho Tuan Kiet
Word Counted: 2809

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Introduction
This report aims to familiarize consumers with Biocare Pharma Limited and provide detailed reasons for
selecting Biocare Pharma as a line extension for the medical shampoo, Biocare.

Target Market Analysis

Minh is belong to people of society that he spends

two times a day washing his hair in order to make
an impression and polite outlooks when hanging
out. Futhermore, he is struggle with his hair
problem when his scalp has a funjus.

Hung is a star-up and really busy for his project.

Futher more, he usually has offline meeting with the
partners from famous companies. For that reason,
he is worried about scalp hygiene problems.
Sometimes, he gets some complaint about dandruff
on his shirt from co-worker and it is impolite for
face to face meeting.

Quang is a founder of famous local brand in Viet

Nam – Maverik. In the current time, he is invitied to
many fashion show from other brands and his self
also a slave of fashion, so he always appear
impressively with his outfits, hair style.
 Attractiveness
Person The fit of the segment with
a the brand’s
identity/positioning
Young adult males are consistently targeted
Minh
as the main consumer group for various
shampoo brands, resulting in the challenging
task of distinguishing among them in this
particular market segment due to the
abundance of existing products directed
towards them.
Approximately 40% of the demographic
Hung
belonging to the area of Hung spends a
significant chunk of their day meeting their
partner, which indicates that this particular
segment is not very physically active and is
likely to buy shampoo only a few times a
year. The majority of this segment prefers
using baking soda and apple cider vinegar to
wash their hair instead of shampoo.
Quang may not be attracted to the brand’s
Quang
current identity as the products are aimed at
young adults having hair problem, which
Quang wound not associate with as only 25 %
of men his age take after hair compared to 50
% of women (Murphy 2018).
Chosen persona
It would not be wise to introduce another shampoo to Minh's demographic, as they are likely already
using Biocare Pharma or a competitor's shampoo. The existing product has strong brand loyalty and
Size and growth
Although this particular portion is the
largest, there is a possibility of risk
involved as the consumer may
already have loyalty towards another
shampoo that enhances
performance. As a result, caution
should be exercised in this segment.
In this segment, the population has
an average number, with women
being the ones who demand hair
products more than men. It would
not be wise to advertise to small
groups that have already a low
number of people, as it would
require stronger and constant
marketing efforts to reach everyone
in that group.
NPD released a report on hair care
habits in the United States that
claims one-third of women style their
hair once a week or less, compared
to 80% washing their hair two to
three days a week, or more often
(1/3 of US Women Style Their Hair
Once a Week, 2021). This data shows
that there is substantial growth in
the usage of shampoo by women in
this sector. However, the number of
men over the age of 30 using
shampoo is quite limited
Structual attractive
Due to their high involvement
with social media and the
internet, this segment is the
most accessible when it comes
to marketing. Although other
shampoos have already made
inroads in this area, this
segment remains the easiest to
reach.
This demographic is hardest to
reach due to busy schedule of
careers, a huge number of
tasks. Besides social media and
net working platform would be
most effective but there is no
gurantee that the segment
tunes into the internet or have
the time for it.
In the market for this specific
segment, there is a significant
opportunity because no other
natural shampoo caters to the
needs of adult men. The
competition mainly consists of
shampoos like Romano and
Xmen, which serve different
purposes compared to Bio Care
Pharma. Hence, Bio Care
Pharma has identified a gap in
the market and aims to fill it by
offering a shampoo specifically
designed for adult men.
recognition. Although there is a gap in the market for Hung's segment, most of them prefer washing
their hair with baking soda and apple cider vinegar instead of shampoo. Launching any kind of shampoo,
regardless of its natural ingredients, would be challenging due to the negative association with natural
shampoos in this segment. Informative marketing would be needed to convince the segment that our
new shampoo is natural and lacks chemicals. Currently, there are no natural shampoos targeted at
middle-aged men like Quang, making this segment an ideal target market for our new product, as they
have a large population and can benefit from natural ingredients due to their numerous responsibilities.

Brand Extension and Product Strategy

2.1 Brand Extension and Product Strategy:
The diverse range of hair types and hair-related issues among the prospective target audience presents a unique
opportunity for premium hair care products. From those with dry, brittle hair longing for hydration and
nourishment to individuals seeking solutions for damaged and chemically treated hair, this audience covers a wide
spectrum of hair concerns. Additionally, many may also be experiencing hair loss, whether due to genetics, lifestyle
factors, or stress. With their focus on maintaining good health and investing in quality products, these men and
women aged between 18 to 45 years are actively seeking effective solutions to address their specific hair needs.
Thus, catering to this target audience requires a careful understanding of their individual hair concerns and
providing them with high-quality hair care products that offer visible results.

2.1 Brand Elements and Personality

a) Brand Elements:
1. Logo: The logo of BioCare Pharma represents the brand's identity and serves as a visual symbol of
recognition. It may incorporate elements that reflect the natural and effective nature of the products,
such as botanical motifs or a clean and modern design.

2. Tagline: A catchy and memorable tagline can encapsulate the essence of BioCare Pharma's products and
appeal to the target audience. For example, "Nourish Your Hair Naturally" or "Unlock Your Hair's
Potential."
3. Color Palette: The choice of colors plays a crucial role in shaping the brand's visual identity. BioCare
Pharma could opt for calming and natural hues, such as earthy greens, soothing blues, or warm neutrals,
to evoke a sense of trust, reliability, and connection with nature.

4. Typography: The selection of fonts can convey the brand's personality. A combination of clean and
modern typefaces with a touch of elegance can communicate professionalism, while maintaining a
friendly and approachable image.

b) Brand Personality:
1. Natural: BioCare Pharma exudes a natural persona, emphasizing the use of botanical extracts, essential
oils, and vitamins in its formulations. The brand is committed to harnessing the power of nature to
provide effective and gentle hair care solutions.

2. Trustworthy: BioCare Pharma aims to establish itself as a trusted brand in the hair care industry. It
prioritizes transparency, quality, and customer satisfaction, instilling confidence in consumers that they
can rely on the brand for their hair care needs.
3. Nurturing: The brand's personality reflects a nurturing and caring approach towards customers' hair
health. BioCare Pharma understands the importance of nourishing and strengthening hair, and its
products are designed to provide the care and attention that hair deserves.
 4. Professional: BioCare Pharma maintains a professional image, backed by extensive research and expertise
in hair care. The brand takes pride in its commitment to quality and efficacy, positioning itself as a credible
choice for customers seeking reliable and effective hair care products.

5. Innovative: While rooted in natural ingredients, BioCare Pharma also embraces innovation in its
formulations and product development. The brand continuously explores new technologies and scientific
advancements to deliver cutting-edge solutions for various hair concerns.
2.2 Product

3 levels of product Explanation

Core Biocare Pharma Shampoo's main focus is to fulfill customers' basic desires and needs by
providing effective hair care solutions that promote hair health and enhance its appearance. The
main benefit of the product is to help customers achieve beautiful, strong, and healthy hair,
which would boost their overall well-being and confidence.
Actual  Formulation: BioCare Pharma shampoo is made with natural components, carefully
chosen plant extracts, essential oils, and vitamins. Together, these compounds nourish
and strengthen hair, support scalp health, and take care of certain hair care
requirements.

 Variants: The product line includes various variants designed to target specific
concerns such as volumizing, moisturizing, repairing, and color protection. Each variant
is tailored to meet specific customer requirements, providing a customized hair care
experience.

 Packaging: The shampoo comes in convenient and user-friendly packaging, typically in

250ml bottles. The packaging is designed to be visually appealing and easy to handle,
ensuring customers can effortlessly incorporate the product into their daily hair care
routine.
Augmented  Customer Support: BioCare Pharma provides comprehensive customer support,
including a helpline or online assistance to address any queries or concerns regarding
product usage, hair care tips, and recommendations. This support enhances the overall
customer experience and ensures satisfaction.

 Brand Reputation: BioCare Pharma has established a strong reputation for delivering
high-quality hair care products. The brand's commitment to natural ingredients, visible
results, and positive customer feedback contributes to customer trust and loyalty.

 Environmental Considerations: BioCare Pharma emphasizes environmental

responsibility by using sustainable packaging materials and promoting eco-friendly
practices. This aspect appeals to customers who prioritize sustainability and aligns with
their values.

2.2 Product

2.2 Product

2.2 Product

2.2 Produc
Part 3: Competitor and Positioning
Analysis
3.1 Positioning Map
+ Positioning A: Natural Formulations, High-End Pricing
In this position, BioCare Pharma emphasizes its natural
formulations, utilizing botanical extracts, essential oils, and
vitamins to create effective and gentle hair care products. The
brand positions itself as a premium option, offering high-quality
and natural solutions for hair care.

+ Positioning B: Synthetic Formulations, Affordable Pricing

In this position, BioCare Pharma focuses on providing affordable hair care products without compromising on
quality. The brand offers synthetic formulations that are scientifically developed to address specific hair concerns
while remaining budget-friendly.

- By positioning itself on this map, BioCare Pharma can cater to different segments of the market and
target different customer preferences. Positioning A appeals to customers who prioritize natural
ingredients and are willing to invest in premium products, while Positioning B targets cost-conscious
consumers who still seek effective hair care solutions.
-
- It is important for BioCare Pharma to assess market demand, competitors' positioning, and customer
preferences to determine the most suitable position for its brand. This positioning map provides a
visual representation that can assist in making informed strategic decisions about how BioCare
Pharma wants to position itself in the hair care market.

3.2 Positioning Statement

If you're tired of searching for a suitable hair care solution that won't break the bank, Biocare Pharma Shampoo
has got you covered. Our hair care products are made using only the finest natural ingredients, including botanical
extracts, essential oils, and vitamins that nourish and protect your hair. We believe that every individual deserves
access to premium-quality hair care products, regardless of their budget. This is why our hair care range is
reasonably priced, so that you can enjoy the benefits of wholesome hair care without worrying about the cost.
Renew your hair's vitality and luster with Biocare Pharma Shampoo and discover the amazing results that nature
has to offer. Give your hair the care and attention it deserves with our natural hair care range.

3.3 Value proposition

At Biocare, we prioritize your hair's well-being by developing top-notch hair care solutions. Our Biocare shampoo is
an outstanding product that will transform your hair. We believe that our value proposition revolves around three
significant aspects: superior quality ingredients, customized formulations, and observable outcomes.

1. High-Quality Ingredients: Biocare shampoo is meticulously created with a careful selection of high-quality
ingredients. We prioritize natural extracts, essential oils, and vitamins known for their nourishing properties
for your hair. Each ingredient is chosen with utmost care to provide excellent results and ensure your hair
receives the care it deserves.

2. Targeted Formulations: We understand that different individuals have unique hair care needs. That's why
BioCare Shampoo offers a range of targeted formulations, addressing various concerns such as hair loss,
 dryness, dandruff, and damage repair. Our specialized formulas are designed to provide tailored solutions,
allowing you to choose the shampoo that precisely targets and resolves your specific hair care challenges.

3. Visible Results: At Biocare, we firmly believe in the effectiveness of visible results. Our shampoo is carefully
formulated to bring about noticeable improvements in the overall health and appearance of your hair.
Whether you desire shinier, stronger, or more voluminous hair, Biocare shampoo is here to provide the
necessary assistance. Our customers consistently share positive feedback and personal stories of the
transformative effects they have experienced through our products.

Part 4: Marketing mix

1. Place:
In order to bring Biocare Pharma shampoo into the market, various channels of distribution will
be utilized. The product will be made available through partnerships with reputed beauty supply
distributors, pharmacies, and online retailers to ensure availability to customers. Intermediaries
and retailers will be expected to promote the shampoo effectively through eye-catching displays
that showcase the natural ingredients and benefits of the product. Retailers will also be
encouraged to provide informative product descriptions and emphasize the high-quality and
effectiveness of Biocare Pharma shampoo. The packaging will be visually attractive and aim to
position the brand as a natural and premium hair care solution.

2. Promotion:
The Biocare Pharma shampoo will have key messages focused on its natural ingredients,
effectiveness, and affordability. The themes will highlight the power of nature in transforming
hair, the visible results of using the shampoo, and the value offered to customers. To effectively
relay these messages, a multi-channel approach will be employed through television
commercials, online ads, social media campaigns, beautiful and lifestyle magazines, and
influencer collaborations. The selection of media channels will depend on the target audience's
media habits and preferences, and the messages will be sent out during peak times when the
target audience is most engaged, like during their favorite TV shows or through targeted online
ads.

3. Price:
The pricing strategy for Biocare Pharma shampoo will involve extensive market research to
understand the target segment's affordability and willingness to pay. We will also take into
consideration the pricing of similar products in the market. The price range will be determined
by the buying power of the target segment, ensuring that it reflects the value and benefits of
the product. Additionally, offering different sizes or variations at different price points can cater
to various customer segments.

4. Product:
BioCare Pharma Shampoo's product strategy will focus on continuous improvement and
innovation. Additional ideas for the product can include introducing complementary hair care
products such as conditioners, hair masks, or serums, expanding the range of targeted
formulations to address specific hair concerns, and offering travel-sized or trial-sized options to
attract new customers.
Reference list
 “Biocare Pharma - Brand of Skin and Hair Care”. Biocacepharma - Effective
Anti-Dandruff Shampoo. Query June 24, 2023
(https://xstore.8theme.com/elementor/demos/niche- market04/).

 “Biocare Pharma – Vietnamese brand pioneering the application of modern

technology” Query June 24, 2023
(https://cafebiz.vn/biocare-pharma-thuong- hieu-viet-tien-phong- ung dung-cong-
nghe-hien-dai- 176230419154501763.chn).

 “"Biocare Pharmaceutica". Query June 24, 2023

(https://www.biocare.com.pk/about.php). “IHC Primary Antibody Supplier &
Manufacturer”.

 Biocare Medical. Query June 24, 2023

(https://biocare.net/)

 “BioCare Group (M) Sdn Bhd – Health and Nutritioun”. Query June 24, 2023
(https://biocaremalaysia.com/).