Sales Promotion and Personal Selling

Bronner brothers would fit into the Sales Promotion Goals category of “Price Buyers”. This is because although they don’t have actual “sales”, there products are always low priced compared to other salon merchandise. Sales at BB Inc are usually highest at hair seminars where the customer getting to witness firsthand how the products work.  Advertising/ sales promotion are key to Bronner brothers because they are retailing a standardized product that is easy to understand and geography dispersed.

Advertising and Public Relations

The type of product advertisement used by Bronner Brothers is Pioneering advertising. This is a form designed to stimulate primary demand for a new product or product category. Magazines advertise Bronner Brothers product line as well as the shows to get people interested. Bronner Brothers hold yearly Atlanta conventions to host new products from their style lines as well as products from over 100 other companies for compare and contrast. Also, they host Hair shows which locations vary year to year these are mainly for demonstration of the products they produce and how it can be beneficial for you as a consumer. Advertising objective for this company is to inform as many African American consumers as possible. They advertisements appear in many issues of “Black Hair” magazines which are sold in many stores as well as on display in hair salons. Benefits for this hair line would be to sell products that will help African Americans tame their kinky, wavy, curly hair type replenish the scalp to grow long beautiful hair  “made for them, by them”. Product placement is used to raise awareness of the product, service and name of Bronner Brothers. The media planning used for Bronner Brothers are of the most common kind which is: Magazines and Internet. Magazines draw in the general public or specified group like “Essence” for African American women, while internet attracts attention from all over the world.

Chapter 15 : Retailing

During the past week I have visited a few Beauty Supply stores. Beauty supply stores fall under the Independent Retailing category because it is a partnership operation. The levels of service in these stores are limited to almost none. Pick, Pay, and Leave is the input of this stores. This means very little customer service is involved. The product assortment is limited to hair, body and cosmetics, while they have a large variety everything between organic hand soaps and oatmeal facials cannot be found as per Bath and Both works. Prices between products aren’t usually competitive and are generally the same anywhere you go. Unless, using Electronic retailing such as online shopping. You will notice a general price difference whether it increases or decreases. One large online Beauty supplier is Golden Mart Beauty Supply other known as “GMBS.com” (Link Posted Below). On this website they sell numerous supplies: men women and children hair care, body products, jewelry and cosmetics. While prices are fair counting shipping and handling they aren't much different from walking into an actual store.

http://www.goldenmartbeautysupply.com/

Consumer Decision-Making

Bronner Brothers is the most pocket friendly hair and skin Product Company in the African American cosmetology industry. They consider the prices of these products and evaluate the portion they are sold in. Consumers are always looking for the next thing to buy whether they have seen it advertised on TV or were informed by a friend. The basic rule of thumb when purchasing a product is how much do you need it or at least believe you do. How willing would you be to make that purchase depending on the factors surrounding the product? For Bronner brothers they are usually advertised in movies about hair, online through personal websites and mainly through their annual hair shows. Showing clients and consumers about the products first hand is the best way to attract attention towards it. This leads to evalution of thousands of other products for hair and body.  Whose using it, why are they using it, how is it used and most important can I really afford this product? Well at Bronner brothers the answer is yes. Bronner Brother’s products usually don’t cost more than $5-10 depending on the amount you prefer to buy. When it’s time to settle in and make your purchase if you choose to do so, you will use your personal criteria to make your final decision.

Personal Expericence:

When I first became natural I used carols daughter by word of mouth without doing any proper research on the product. So I figured I’ll try it out since celebrates, friends and family seemed to enjoy them. So when I went to purchase them a little 8oz bottle of shampoo was around $25, as so the conditioner which were sold separate unless ordered online. I tried the products for a little over a month they were horrible and stripped my hair of its oils and left it dry and brittle. Now I have taken a turn to how I purchase products for myself. I unknowingly used the Consumer Decision-Making Process. First I figured what it was that I wanted and needed for my hair. Then I researched all products for African American hair. I looked to see if any alternatives for prices, sizes, and places sold via internet or storefront were available. When I finally decided about my purchase, I choose Bronner Brothers it was inexpensive, came in a decent size and worked well for my hair. After buying this product I haven’t brought anything else for my hair.

Global Marketing

Bronner Brothers International hair show in Baltimore, Maryland and Atlanta, Georgia leases competition between over 100 different international companies. They use competitions to enhance in product sales with advanced promotions. Special events and exhibits are used to draw attention to the public using communications such as: facebook, myspace and twitter accounts.  Bronner Brothers is licensed under their own name to market and manufacture their own products and keep trade secrets between the generations.

The Marketing Environment

Bronner Brothers target markets are people of color otherwise known as “African Americans”. They make products to fit the needs of the diverse characteristics of the hair textures and skin tones of African Americans. To promote these products BronnerBrothersInc holds an annual hair show, produces hair magazines, and recently opened an online university showing how to use there products.

Ethics and Social Responsibilty

Bronner Brothers operates one of the country's leading black hair and beauty products businesses. Facilities include two manufacturing plants, two retail stores, a distribution center, and a headquarters in a suburb of Atlanta. It is unique for remaining a rare independent, black-owned company in the $5 billion ethnic hair care market which has come to be increasingly dominated by multinational corporations. "Where there's hair, there's hope," says one of the company's early mottos. Bronner Brothers has a long-running series of annual trade shows that draw tens of thousands of people and hundreds of exhibitors. Bronner's oldest brand is an oil-based product called SuperGro. Our company also sells the African Royale, Nu Expressions, and Pump It Up brands and various products displaying the company's "BB" initials. The family has many other outside interests as diverse as magazine publishing, motels, health food, and worship centers. A Bronner Brother CEO once said he would like to be involved in 100 companies, These all that will better society.