Identify Marketing Opportunities(Conair)
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Industry Description:
The focus of this report is centred on the Small Electrical Appliance retail industry. This is made up of a variety of different categories which are:
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Household Appliances — Frypans, Woks, Mixers, Blenders.
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Personal Care Appliances — Hairdryers, Epilators, Hair Straighteners, Tongs.
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Well Being Appliances — Massage Appliances, Tranquillity Fountains.
Business Description:
Conair Pty Ltd is a global business with a division operating within Australia under the title of Conair Australia Pty Ltd, with its head office located in Sydney.
This office is made up of a Sales/Marketing/Administration team. In addition to the Sydney office, they have Sales offices located in both Melbourne and Brisbane as well as having independent selling agents in Tasmania, South Australia and Western Australia.
Conair Pty Ltd produces and markets a range of small electrical appliances, with their specialty being personal care products.
The spirit of imagination helped the Conair Corporation grow from a supplier of professional hair dryers into now a near billion-dollar producer of basic, trend-making products in personal care, fitness, communication and dental health.
Products and Services provided:
These categories consists largely of electrical hair care products and are currently positioned under three different labels in the Australian market, which are Conair, Vidal Sassoon and (Professional range) BaByliss.
Conair has major market positioning within the retail sector with top of the range Vidal Sassoon label.
The tools of VS Sassoon is a combination of hair design and art created by the master stylist Vidal Sassoon and the engineering expertise in personal care appliances of the Conair Corporation.
The Conair product range consists of:
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HAIR CARE
(Hair dryers, hair styling irons, hot rollers/hair setters and hair styling specialty.)
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PERSONAL GROOMING
(Haircutting kits, trimmers, men’s shaving, and ladies’ hair removal.)
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BATH & SPA
(Lighted mirrors, facial care, manicure/pedicure, foot baths, bath mats and spas, bathroom scales, pollenex shower heads.)
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GARMENT & HOME CARE
(Home care, garment irons, garment press, fabric steamers, garment and home care accessories.)
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HEALTH & WELLNESS
(Massager, heating pads, sound therapy and relaxation.)
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INTERPLAK ORAL CARE
(Oral irrigators, brush and replacement brush heads.)
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TRAVEL ACCESSORIES
(Converters/adapters, travel securities, travel comfort, travel convenience, travel carts, travel appliances.)
Conair Services provided:
Conair is a wholesaler who specialises in personal care products for the small electrical retail category. The services provided by Conair to the retail business involve:
ADVERTISING.
Advertising by wholesaler: – Conair’s internal advertising areas are made up of brochures, magazine advertising, television advertisements, sales display posters and website advertising.
Advertising by retailer: – Conair support retail advertisement by contributing a percentage towards the production of retail sales brochures.
Sales support: – Conair are extremely active in areas of supporting the retailers with staff product training. This includes new product introduction nights, retail conferences and trade shows. Conair’s sales representatives are constantly visiting the retail outlets to assist with the merchandising of their products at shelf level, maximizing the visual appearance of the range. They also provide before and after sales service.
MARKETING.
Conair’s internal marketing involves many different strategies which include:
Promotions: – This may vary and is often based on a situational time of the year e.g. “Gift with purchase” this type of promotional activity often occurs at celebration occasions (Mother’s Day, Christmas).
From time to time Point of Sale promotions occur; example of this could be “Buy one product and receive second product 50% off marked price”.
Brand Awareness: – This is obtained by magazine advertisements, Television advertisement campaigns, Brochures, product packaging which include photographic material plus technical-product information.
Product Selection: – Conair conducts intensive market research involving current trends both here in Australia and overseas. This research also looks at the oppositional companies, in relation to their products currently in the market place. With this research in mind, sourcing new products from overseas begins. The main criteria would be to source for features and benefits over and above the opposition to reinforce high price point.
Product Positioning: – Conair’s research using Data Analysis based on competition products looking at features and benefits coupled with price point determines the positioning of their products.
Guarantees and Warranties: – This is determined by the level of the individual product. Higher price point product (Professional range would rate longer warranty).
Markets currently served:
The retailers that sell Conair small electrical appliances fit into a number of categories.
Department stores — Myer, David Jones
Mass