Ch. 12-Services and Nonprofit Organization Marketing

A service is the result of applying human or mechanical efforts to people of objects. Goods are produced, sold, and then consumed. In contrast, services are often sold, produced, and consumed at the same time. Shea Moisture provides consumers with goods, not services. You may compare the goods that Shea Moisture sells with that of McDonald's, whether you order a Big Mac in New York or San Francisco, you know exactly what you're going to get. You may say the same about Shea Moisture's various products, including their African Black Soap, which will always be the same regardless of where you purchase it from. Predictability is good in this case. Many people want their money's worth when purchasing different goods and services. When the quality of certain products meets the expectations of a customer time and time again, companies are able to build brand loyalty. Shea Moisture prides themselves on giving back.  Not only are they big on selling, but also on putting effort into helping those who help them create their great products. 

Throughout the semester I've been able to provide information regarding Shea Moisture and their marketing strategies. I've learned the importance of strategic planning, social media, environment, developing a global vision, consumer decision making, marketing channels and retailing, advertising, public relations, sales promotion, personal selling, sales management, product concepts, marketing communications, segmenting and targeting markets, and developing and managing products. These are all efforts that should be made by a marketer in order to execute the most effecting marketing plan and maximize the profits of the brand and products you are marketing. They're definitely strategies that should not be ignored, especially considering the ever-changing market. 

Ch. 11- Developing and Managing Products

Introducing new products is important to sustain growth, increase revenue and profits, replace obsolete items and attract new customers. SheaMoisture understands the importance of this, so it isn't a surprise that the company went from just selling soap, hair and skin preparations, and shea butter to selling hair styling products, hair dye, hair treatments, body butter, body wash, body polish, aftershave, cosmetics, body scrubs and more. The introduction of new product lines that the firm has not previously offered allow it to enter an established market. This helps companies like SheaMoisture to expand and increase profits. Considering that SheaMoisture sells beauty products, it may be a little more difficult to be innovative when creating things that are sold by thousands of different companies. This is why SheaMoisture stays true to their vision of making natural, cruelty-free beauty products, no matter what it is that they're selling- from soaps to hair dyes. Luckily for SheaMoisture, since their products are beauty related, it is easier for consumers to try the products, and the degree of difficulty involved in understanding and using the products is low.

 As a consumer and customer of SheaMoisture products, I can say that all of my experiences after purchasing when smoothly and surprise-free. I was able to try their soaps, body washes, lotions and more and have the needs that led me to buy those products satisfied. This goes to show that "trialability" is important to consider when marketing a product, especially when its a new one. 

Ch. 8 - Segmenting and Targeting Markets

SheaMoisture understands the importance of market segmentation. From the start, the company began with selling shea butter, African Black Soap, and homemade skin and hair preparations, meaning they produced more than one kind of beauty product. Since they began selling in Harlem, New York, their products were offered to a couple of different market segments based on diverse customer needs. SheaMoisture sells beauty products, but they're all different, and meant to satisfy different needs. An example of this is them having different hair product lines, all made with different ingredients, to help revitalize and maintain different hair textures whether it be straight, curly, kinky, or corse. They also sell bar soaps that help treat different skin types and most recently introduced a men's shaving line. Marketing segmentation plays a key role in the marketing strategy of all successful organizations and is a powerful marketing tool. SheaMoisture does a great job at including groups of people with different product needs and preferences. 

As mentioned in earlier blog posts,the CEO of SheaMoisture, Richelieu Dennis recognized the need to cater to women and men with skin and hair needs that most generic beauty companies tend to neglect. He once said in an interview, "today the buying power and influence of the emerging multicultural and ‘ethnic’ consumer is undeniable. We take a problem/solution approach to hair and skin care; ethnicity doesn’t play into our product development, but hair and skin care needs do. Ethnic consumers are starting to see themselves and their needs represented in all channels." This means that a lot of the products are ethnic segmented, because they're catering to the needs of diverse American people rather than being anglo-centric, as most companies were in the past. 
Dennis also understands how important inclusion is when marketing products. He once said, "SheaMoisture not only brings a loyal group of followers, but also it understands and identifies with the transcending consumer influences at play".

No matter what you look like, SheaMoisture wants to provide you with natural beauty products that may satisfy your individual needs. They market themselves as "a better way to beauty" to all that use their products.