Marketing Project Part I Assignment

Marketing Project Part I Assignment Words: 552

One example of his pioneering haircuts is the “shah” (Morgan, n. D. . Paul Mitchell was intrigued with stories of how the Hawaiian bathed and shampooed their hair in the waterfalls using different flowers and blossoms for fragrance. Shampoo ginger or ‘Papua kiwis’ has been found to have many purposes such as an anti-inflammatory to help soothe toothaches, headaches, and sore stomachs (Singes, 2005). In 1976 Papua became one of the cornerstones of the Paul Mitchell product line. John Paul Decoder was a salesman most of his life.

He sold products such as Christmas cards to encyclopedias. In 1964 while working for Redden, a future competitor, he met Paul Mitchell and two become fast friends. He had been homeless at least twice during his adult life and when Paul Mitchell asked him to partner in his business, he lived out of his car. Together they had only about $700. 00 to start up John Paul Mitchell Systems in 1980. John Paul Mitchell Systems had very humble beginnings at best. The packaging was simple: white bottles with black lettering. The product line was simple: Shampoo One, Shampoo Two, and The Conditioner.

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The means of marketing simple: door-to-door, salon-to-salon, and product demonstrations. The two men believed in their product’s value so much that they offered a 100% guarantee if the stylist was not satisfied. The mission of the company has always been: For Paul Mitchell, producing the highest quality professional hair care available is simply not enough. Paul Mitchell is dedicated to making our world a more beautiful place. We were the first professional beauty company to stand up against animal testing, and we’ve long been a leader in the global effort to protect consumers from tampered products.

It’s easy to see that our commitment to caring for people and the planet is a driving force in everything we do (Alveolar, n. D. ). The mission statement is valuable to their target market, hairstylists, consumers who SE hair products, and the beauty industry specifically, because of its dedication to support beauty professionals, consumers, and the environment. John Paul Mitchell Systems was able to begin expanding the product line as their sales increased over the years.

Depending on the current cultural and fashion trends of the time, new products were introduced to the markets. During an interview with Michelle Brayer of Intramuscularly. Com (2005), they discuss the changes that consumers have pressed upon the company to change. One of those changes was how consumers viewed their hair texture and how they wanted it be. Examples being, curly hair becoming straight and flat hair having more volume. As mentioned previously, John Paul Decoder worked for Redden, Just one of John Paul Mitchell Systems biggest competitors.

In 1993 L’Orealal purchased Redden. One of the biggest goals for Paul Mitchell Systems was to stay true to the hairstylists and their industry. John Paul Decoder signed a trust that prohibits the company from every being sold to a major company whose interest is in making retail sales and not the professional beauty Mitchell The Color. I am choosing this product because I feel that it can be flexible in both price and promotion. I like the intangible aspect that can have an effect on promoting the product as well as the pricing.