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.