The Marketing Communications Mix
Good Hair Day, known in short as â€˜ghdâ€™ was founded in 2001 by Martin Penny, Gary Douglas and Robert Powls. Martin Penny got a Â£50,000 bank loan to launch ghd and began targeting up-market hair salons rather than selling though high street stores. They are a successful English company; well known for making hair straighteners and a variety of hair creams. G Jamella group, the company who owned ghd at its conception was recently sold to Lloyds Development Capital and then re-sold to Montagu Private Equity group for Â£160m.
The ghd straightening irons have become a highly popular fashion item, owing in part to its many celebrity fans such as ...view middle of the document...
Initially ghd began selling to up-market hair salons throughout the UK; this allowed them to create a celebrity following, which in turn created demand for their products. Ghd products are now aimed at 15 ' 35 year old females in the UK and have become one of the market leaders in its field. They have also expanded their markets abroad, according to a report by ldc.co.uk. Ghd are looking for further expand their markets, another quote from the report issued by ldc.co.uk shows this: â€œWe are focussed on building ghd into a global hair beauty brand. Joining forces with LDC provides fresh impetus for a management team that has worked hard to establish its success over the past six years.â€
My perception of ghdâ€™s brand image is that of exclusivity and indulgence, this is because the advertisements are all set in exquisite locations such as formal meals in palatial ball-rooms and stylish apartments, I believe this creates a feel of luxury about the brand which would attract customers. Another factor that may contribute to an up-market brand image is the actual price of the items; they range from Â£9.95 for a shampoo to Â£119.00. The colour scheme used on the brands logo, website and products could also portray a luxurious feel; gold and bronze are used which are very regal colours, and teamed with the design of the website and other promotions, such as the elegant advertisements, the brand shows itself to be elegant and up-market.
Brand values are ideals that a company upholds while they are in business; sometimes a company can use these values as a tool for promotion, such as eco-friendly ideals. Marks and Spencerâ€™s have recently introduced â€˜Plan Aâ€™ an eco friendly scheme, they have advertised this in store. Advertising a value like this will attract customers who have an interest in the environment, and in the recent trend of being aware of the environment it is a wise move. I believe that ghd would uphold values of providing quality products and service. This is because the brand image is that of quality and luxury and therefore the brand itself is likely to try and incorporate this into their values. Another value that ghd may have is to be innovate with their products, they are known for using the ceramic plates rather than metal ones to get a better result and they are always updating their products such as with their recent release of rounded plates on their straighteners, this could suggest that innovation is one of their key values.
Ghd have promoted their products through a series of television adverts, the most famous of these perhaps being the â€˜Thou Shalt...â€™ advertisements. These were stylish adverts featuring glamorous women; the advertisements had religious overtones and had â€˜commandmentsâ€™ based on hair care such as 'Thou Shalt Not Be Jealous of What Others Can Do with Theirs'. The media agency who created the advertisements, Propaganda, claim that the inspiration for the idea derived from the fact...