Ch. 7 - Business Marketing

Business Marketing is an essential component of Goldwell's revenue. Goldwell products as mentioned are sold to professionals within the hair industry. Around the world salon professionals are buying and using Goldwell Products in there services offered.

Goldwell has formed a strategic partnership with Kao along shared values of salon exclusivity and Kao as the Salon Distributor for Goldwell.  This year Goldwell has formed strategic alliance with Orbie in the United States.  According to Goodwill's press release "By combining the vast reach of each brand’s individual salon networks and cutting-edge professional education and support initiatives, this groundbreaking partnership will unlock powerful business and artistic opportunities for salons. Oribe Hair Care and Goldwell share a forward-thinking philosophy that puts stylists and salon professionals at the center of every decision; now, each brand will have an even bigger platform from which to bring innovation to the high-end segment of hair care experts and salon clients that they service." 

Ch. 11- Developing and Managing Products

Goldwell when developing new products listens to consumers during research of new products necessary.  Goldwell not only seeks it's business consumers on what is necessary.  Goldwell when developing products likes to satisfy the need and want of consumers while maintaining its brand. Goldwell being a high end hair product brand makes it products nothing less than high end.

Ch. 8 - Segmenting and Targeting Markets

Goldwell is currently practicing market segmentation with it older consumers. Goldwell this year introduced its Elumentated Naturals this year in response to the aging population. Goldwell identified that women who are aging, begin to see grey hairs, as colorist grey coverage is becoming a popular service and with matching their mission listening to stylist alike they introduced this product.

According to 2014 Professional Salon Industry Haircare Study from Professional Consultants & Resources Haircoloring services are up nearly 4%, due to a graying population and huge new demands for fashion haircolor, including blonding, highlights, duo-lights, balayage, ombré/sombre, vibrants/vivids and pastels.

Ch. 15- Marketing Communications

Awareness: Goldwell when bringing awareness to their products. Advertises to the masses through advertisements in magazines and other media outlets. Goldwell advertisements 


Interest: Goldwell's HAIR PLAY The Tour Collective color and styling showcase is an highly anticipated evening of fashion and professional education, Goldwell’s Artistic Team, special guests Nick Arrojo and the Arrojo Studio Team, revealed the latest in hair trends, inspirations, and techniques. Arrojo used the latest of products to exhibit them to hairstylist in the NYC area. 

Desire: Goldwell makes their products more desirable than others by showing the versatility in their products. Goldwell not only makes hair color but makes specialized shampoo for colors to make them stay nice and vibrant for longer.

Action: Goldwell sales increase due to continuos advertising.

Ch. 10 - Product Concepts

Goldwell has both tangible and intangible products in their product mix. Goldwell not only offers hair products but also educational services for salons and stylist as previously mentioned in thru their academies around the world. Goldwell products are for professional use being sold only to salons stylist and licensed distributors. Goldwell has a large product mix including shampoos conditioners smoothing systems perms hair color and styling products. Goldwell has extended its elumen product line in 2015 with elumenated naturals collection which is targeted towards the aging population for grey services.

All Goldwell Hair colors can be found in the typical tube like other hair dyes but also in Goldwells patented depot canister technology. All Goldwell products are marked with the common red square which is in the Goldwell logo. Goldwell products are not branded or packaged different in various countries. 

Ch. 17 - Personal Selling and Sales Management

Goldwell exemplifies relationship selling with their salon personnel and clients in Goldwell salons. Relationship selling is a sales practice which builds maintain and enhances interaction with customers to develop long term satisfaction. Goldwell accomplishes this process by giving specific educational seminar to salon personnel in all aspects from displaying retail items to application of hair products. Like I have said in a previous blog post the seminars are low cost to salon personnel if they are salon alliance members.  Attending these seminars salon personnel also become certified in different categories which will appeal to salon clients.  

Goldwell retains loyal salons as customers but also retains loyal color clients as customers as well. Goldwell has done this by creating a new color segment line which are for women who have been using their products but are now aging and have a want to cover their new grays. This allows women to continue using their normal well known product which they have been using all along.

Ch. 16 - Advertising, Public Relations and Sales Promotion

Goldwell has annual advertising campaigns for their hair color lines. Goldwell’s famous campaign was “You can’t get supernatural From a Supermarket”. This ad campaign was targeting hair color systems which are sold in supermarkets and drug stores. Goldwell’s objective with these ads to push consumers from a home color system where you won’t get the results you would if you go into a professional hair salon.Goldwell has seen a rise in professional coloring by 4 percent. The increase in professional coloring is found due to the increase in the aging population and the trend of fashion color.  Goldwell within their supernatural campaign in Australia used a video which looked like a crime scene to make consumers feel like home coloring was deadly and said don’t be a victim of home hair color and trust the color experts. 

Goldwell has not ignored the aging population with their grey to gorgeous campaign. This campaigns objective is to catch the attention of both aging men and women to color their grey. Either to camouflage the grays or to fully cover the grey.

Goldwell participates in a trade sales promotion with hair salons and independent cosmetologist who purchase products through authorized dealers. Stylist and salons are granted acess to in salon demonstrations of new product techniques and services. Salons also have ability to discounted rates at goldwell academies.

Ch. 14 - Marketing Channels and Retailing

Where to find Goldwell

Goldwell Elumen is found in numerous professional hair salons, an ordinary consumer cannot buy goldwell in a retail store. Goldwell Elumen hair color does not have its own store other than online where salons can join Goldwell's salon alliance where the salon gets incentives for the amount of purchases made within a quarter, using authorized distributors. Goldwell's a dual distribution marketing channel. Goldwell not only is a direct marketing channel but also an industrial distributor channel.

Goldwell has selective distribution where salon distributors are chosen specificly to make their products more exclusive. Unlike other hair dyes which can be found in your neighborhood Walgreens or ultra beauty.  An example of a selected distributor is Symbotic Salon Systems, Symbotic is one of the north east distributors for Goldwell. Symbotic and Goldwell have a cooperative relationship but also so does Symbotic and the salons they supply to. Symbotic consultants work alongside with salons planning for the items which would work best in their salon. Symbotic also brings salons and the product company together by arranging in salon demonstrations by product educational representatives.

Goldwell follows retailing mix to attract their target market in the salon industry.
Product: Goldwell offers an extensive assortment of products which stratify the needs of any full service hair salon. Goldwell offers shampoos and conditioners to hair spray and heat protectors to hair dyes in all colors.

Promotion: Goldwell during their recent opening of their NYC academy invited well known industry professional to their opening event, this caused for their opening to be featured in numerous industry  magazines.

Price: Goldwell products are normally found on the higher end product pricing in its market. Even though the products maybe expensive the price is compensated with the quality of the products.

Presentation: Goldwell when featured as the hair color of the salon is displayed in a wall unit which holds each individual canister in an organized and clean fashion. Goldwell also provides salons with pop out color swatch book which allows hair colorist to show clients how colors would look against their skin tones.

Personnel: Colorist who preform color services on clients using Goldwell products are typically educated with Goldwell products and understand specific techniques which work best with Goldwell coloring systems.

Ch. 6 - Consumer Decision Making

Nicole Richie's lavender hair 

Consumer who would choose Goldwell Elumen hair color are women who are seeking to keep their healthy locks but changing their look or covering those pesky grays. The woman seeking a Goldwell color salon wants to keep her appearance up or keep her hair looking healthy and trendy.  Women tend to change their hair color with the season or when new hair trends come out. These trends typically stem from celebrities or socialites.

Kim Kardashians beautiful balayage highlights

After a consumer identifies the want for hair color change the mind begins to seek information. The woman may internally seek information, by remembering her experience with other Goldwell products. The woman may also seek information externally from people she comes in contact with like her family who has colored hair or her local colorist who would recommend Goldwell hair color because of the great quality or variety of color options . Women choose to buy Goldwell color service to achieve a quality color service. Goldwell sways the consumer to obtain professional coloring rather than an at home coloring with ad campaigns that the price you pay for your color will reflect in the rich natural healthy look of your hair after the coloring.

Ch. 5 - Developing a Global Vision

From Germany to Worldwide 

Goldwell first emerged in Germany in 1948, Today Goldwell products can be found across the globe. Goldwell began to spread into new markets only 10 years into business in the United Kingdom, this was their first push into globalizing. In 1979, Goldwell tested their market in North America and Made their debut in the United States three years later. Goldwell hair color is found in salons on 5 of the 7 worlds continents.  

Goldwell in  recent years partnered with Kao Salon Division to further expanded their global markets. Kao enables Goldwell to test new markets and further understand the new emerging markets. Kao in partnership with Goldwell helps accelerate growth through integrated global business operations, attain profitable growth utilizing value- added technologies in targeted market segments and aims for top-line growth in the mass market through differentiation in quality and cost. Kao salon division in 2013 had sales over 12.5 billion of dollars. 

Ch. 4 - The Marketing Environment

Goldwell produces desirable products for all women,but the true target market of Goldwell Elumen hair color is women ages 17-34 who are trendy and fashionable. Goodwell Elumen hair color is stunning fashion color that women seek to achieve. Elumen color system bring the fashionable trendy colors which allows a woman to obtain an abyss of grey and blue or the beautiful sombre of icey blue or fiery red .

As woman who belongs to the target market of Goldwell Elumen color system, I have found myself seeking salons which carry Goldwell Elumen color systems. I have also found numerous women even outside the target market range asking what hair color I use and where I get my hair colored. This is a signals that goldwell have achieved not only creating a quality item but also has marketed strategically. I seek the elumen color not only for the max pigment colors for bold playful looks but also for subtile tinting of colors for a more natural look.

Goldwell uses their color zoom completion to seek for the newest trends to create product which applies to the newest looks. With the development of this years emergence of the mermaid waves and coloring elumen coloring system shined its true graces because of the max pigmentation of the color. This idea of creating product for the consumer is highlighted in goldwells brand statement WE BELIEVE THAT ONLY TOGETHER WE CAN REACH NEW HEIGHTS BY ACHIEVING CREATIVE EXCELLENCE, OUTSTANDING CLIENT SATISFACTION AND SALON SUCCESS. WE DO MORE THAN JUST UNDERSTAND YOU. WE THINK LIKE YOU.