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.

Ch. 3 - Ethics & Social Responsibility

Do you achieve your BEAUTY from HARMING? 

"Ethical" beauty what is that? Goldwell hair products have found a way to build an ethical company with its choice of developing their products cruelty free. Cruelty free is a campaign that started with the animal rights movement. The idea of cruelty free is to endorse products, which don't harm or kill animals. Beauty products would get tested on animals for allergic reactions. Unlike other beauty companies Goldwell uses other systems to protect the animal kingdom from the harm of these test.  Goldwell rid of animal testing practices in the 1980s years prior to the ban of animal testing in its home country of Germany.

Animal Testing was banned in the European Union in March 2013.

Ch. 2 - Strategic Planning for Competitive Advantage

Why should a salon choose Goldwell over any other competing hair color line? What drives a consumer to seek out a Goldwell affiliated salon when they are ready for a change? Goldwell has managed to maintain their high reputation with consumers and service providers around the world since 1948. Like Fashion, Hair color has trends that are constantly changing and Goldwell has managed to keep up with the trend as well as setting them.

From a professional standpoint, Goldwell has made it very easy for stylists to use and understand their products by way of intense education. Goldwell provides not only in-salon classes but classes at their very own Academies. Professionals from around the world are invited to the various academies for classes that range from hair color to business marketing. The most recent addition to their education presence is the Goldwell Academy in Manhattan’s chic, Meat Packing District.

Within the beauty industry contests and expos have always been a great way for stylists and product lines to showcase their work and Goldwell is no stranger to this feature. Every year Goldwell grants stylists the opportunity to enter Color Zoom. Color Zoom is a brand-based competition that gives stylists the chance to present their creative colors and styles using Goldwell products and to compete with their international counterparts. These competitions in turn help Goldwell design new products and color shades to fit the needs of stylists in today’s world.

Post by Goldwell US.

“You can’t get Supernatural from a Supermarket!” This has been Goldwell’s campaign to further consumer’s loyalty not only to the brand but also to salon professionals affiliated with the brand. Being a professional product company Goldwell only distributes to salons and professional retailers. This has managed to keep their name and brand quality at its high, inclining salons to use Goldwell and persuading consumers to seek a Goldwell affiliated salon.

Providing quality products has always been Goldwell’s claim to fame. Their color has proven countless times that it is vibrant, reliable, and revolutionary. Their products have been infused with various technologies that will not only give the client a beautiful result but also a healthy regimen rather than their counterparts who simply want to achieve the look. Simplifying their brand has shown consumers how important they are to Goldwell. One way in which Goldwell does this is by infusing all non-color products with color-safe ingredients as well as color-enhancing ones. Goldwell has everything from hair color to hairspray, all working in together to provide the consumer and stylist with a beautiful, Masterpiece.

You Can’t Get Supernatural from a Supermarket Campaign