As part of an integrated communication campaign, develop two (2) distinct digital communication tools to attract and effectively persuade customers to use The Powder Shampoo (16 marks). Please include a suitable message appeal in your answer (4 marks).

Analyse and explain the distribution strategy that The Powder Shampoo has adopted in Singapore (7 marks) and provide one (1) suggestion to help them to increase sales (5 marks)

Examine two (2) possible profiles of target customer segments who would purchase The Powder Shampoo, using several variables from a minimum of two (2) segmentation bases.

Notes Paperwork is a chore, especially when registering a beauty brand in a foreign land. Beauty veteran Lynn Tan knows this too well, having made all the necessary applications with the US Food and Drug Administration (FDA) and European Union (EU) to retail The Powder Shampoo overseas. This was the only way to grow her brand globally and spread the sustainability message.
 Today, the made-in-Singapore brand sells worldwide through its online platform and distributors in the UK, US, Netherlands, Indonesia and Hong Kong. She says that The Powder Shampoo just inked a partnership with Sephora to retail its products in five countries within Asia early next year. It also plans to expand to Malaysia, the Philippines, Australia, and Norway. The brand is also in discussions with retailers or distributors in Kazakhstan, Korea, Scandinavia, Canada, Greece, Spain and Ireland.
 In Singapore, the Powder Shampoo sells its products in department stores like Isetan and Metro, smaller retailers like Beaute by Nature and online platforms like Lazada and Shopee. From March, you can find it on Singapore Airlines’ Kris Shop as well. The Powder Shampoo sells extremely well in Singapore, but it has also been well received in the UK since it entered the market last October. Thanks to a glowing review in The Telegraph, sales skyrocketed. Tan says that one person would buy something for every two people she presented the product to at a beauty fair.
 On top of that, it has been getting plenty of love from beauty editors from magazines such as L’Officiel Singapore, which awarded it Best Hair Loss Shampoo for its Invigorating and Stimulating Shampoo for Thinning and Aging Hair — a global bestseller. It has also won a Vegan Choice Awards brand award and is being considered for a sustainability award by Marie Claire UK.
 Launched in April 2022, the idea for The Powder Shampoo came during the Covid-19 lockdown, when Tan was hit with an existential crisis about the kind of future her children and grandchildren would grow up in. She says: “I learned greenhouse gas emissions will increase to 49 metric tons by 2030 and double by 2050. This could irreversibly damage the planet we call home. The sad reality is that my grandchildren would not know what it’s like to walk through a forest or a field of grass.”
 Across the shampoo and body wash ranges, The Powder Shampoo uses 28 botanically derived ingredients and eight micro-encapsulated essential oils, minus nasty sulphates, silicones, parabens, phthalates, or synthetic fragrances. “We believe in the power of plants and the solutions that the Earth provides for us. I put good ingredients like ginseng, ginger and biotin in the shampoos. There’s biotin in all the hair care products because who doesn’t want thicker, fuller hair?” says Tan.
 Clean freshwater makes up 2.5% of all water on Earth, and just 1% of it is easily accessible. This means only 0.007% of the planet’s water is available for use by 6.8 billion people. Most liqui

Determine whether The Powder Shampoo has adopted the waterfall or the sprinkler approach when deciding how many markets to enter (6 marks) and illustrate two (2) suitable modes of market entry that it can adopt to enter the foreign markets such as Australia and the Philippines

What is the target audience of OGX shampoo