...of shampoo? 1 Category Beliefs 1 Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match with the cognitive beliefs?) 2 CLINIC PLUS 2 CHIK 4 HEAD AND SHOULDERS 4 Question 3: What are the affective aspects reflected by advertisements of the three brands of shampoo? (What are those advertising elements that match with the affective aspects?) 5 Clinic Plus 5 Head and Shoulders 6 Chik Satin 6 Question 4: How can the “theory of reasoned action” model be applied to each brand? Are there gaps that can be found with regard to each brand? 7 Limitations to the TRA Model 8 Question 5: Based on the analysis and the application of concepts, how can a new brand be launched? 8 Marketing Communication 10 Pricing 11 Distribution 11 Question 1: What are the category beliefs among the non-users of shampoo? In the Indian mass market, it was found that among non-users of shampoo, most do not engage in washing their hair very often, with the majority of respondents washing their hair only once (48%) or twice (43%) per week. In those instances, most persons indicated that they didn’t use Shampoo to wash their hair, but rather alternative products such as Shikakai or soap; only 24% of the respondents used shampoo. Although rural India was considered to be a significantly ‘dark’ media market, with only 38% TV penetration, this medium plays a substantial role in creating the need for and increasing shampoo usage...
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...companies in the world, was broadcasted on the 5th of February in 2006, being the first ever Super Bowl commercial for its producers. As always, humor was expected to be the governing ingredient throughout the Super Bowl ads and, with that in mind, it is easy to tell that Nationwide was also hoping to score some touchdowns by using wittiness to connect with its audience. The commercial starts out as a cheesy, hair shampoo promoting advertising. Fabio, the main character and an Italian, blond-longhaired gondolier dressed in a white shirt with his chest showing, romantically floats down a canal in Venice being escorted by a beautiful young woman sitting next to a bunch of red roses whose long-brunette hair is moved by the wind while she is trying to get the gondolier’s attention. The scene is accompanied by romantic, slow, violin/fiddle music when a manly voice in a ton one recognizes out of fairytales pops in: “From the man who brought fantasy to life comes a hair product born into reality – Fabio. Beauty has a face. Perfection a name – Fabio.” Other imagery, such as a white horse, a same colored flower opening in slow motion, Fabio blowing petals into the camera and between it all a shampoo bottle labeled “Fabio, Shampoo Di Italia” are shortly introduced before the gondola passes under a bridge after Fabio reaches for one of the red roses. “And now you can experience a shampoo worthy of only one man’s…..” Suddenly the voiceover and music stop, the beautiful woman...
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...There were some awesome moments. Then when worknights started we went to those. The YMCA was always fun because all of my friends would always come and at first it was Carina, Hannah and Annika. Then it was just me for awhile then it was Jack, Cece and Owen and that was fun then when it got warm out we would go on walks and that was fun and we talked a lot and got to know each other on those walks and that was super...
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...Marketing Management – I Post Purchase behaviour of consumers of products of value below Rs. 5 Sunsilk Shampoo sachet 1 Contents Contents .................................................................................................................................................. 2 Objectives of the Study............................................................................................................................ 3 Introduction ............................................................................................................................................ 4 Skin and Body care in Indian FMCG Industry ...................................................................................... 4 Sunsilk Shampoo ................................................................................................................................. 4 Research Methodology ........................................................................................................................... 6 Target Areas / Locations ..................................................................................................................... 6 Some of the Key findings of the Interviews ............................................................................................ 7 Key Findings and Interpretations of Observed Data ............................................................................. 13 Areas of Improvement .................................
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...Introduction of Dove Shampoo Dove shampoo is a very well known brand which works under Unilever’s head name. It began its working in 1957 by launching a personal cleansing bar. Later on they developed a new cleanser for burned or effected skins by using the old formula and it was the time during World War II, when such cases usually appeared. At that time it was a very innovative concept that a non-soap cleanser is available which allows users to get rid of skin dirt without using the soap again and again. In 1970 a dermatology study recognized the efforts of Dove shampoo in this regard and at that time they started gaining popularity among beauty brands. And nowadays it is being considered as the World’s top brand in cleansing products and a lot of research has been done on its product innovation and marketing strategies. BACKGROUND Unilever is an Anglo-Dutch company, with a history of colonial exploitation, on which it has gradually built its capital. Today it owns most of the world's consumer product brands in food, beverages, cleaning agents and personal care products. Unilever employs more than 247,000 people and had worldwide revenue of €48760 million in 2002. Unilever has two parent companies: Unilever NV in Rotterdam, Netherlands, and Unilever PLC in London, United Kingdom. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate...
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...Clairol’s touch of yogurt shampoo Behavioral Analysis for Marketing Decisions Report Clairol’s touch of yogurt shampoo Behavioral Analysis for Marketing Decisions Report EXECUTIVE SUMMARY Clairol’s Touch of Yogurt Shampoo is our product which is launched by P&G. Our product is extracted vitamin and lactic acid from yogurt perfectly combined with shampoo to provide a neutral care to your dull and dry hair. In 1979, P&G first launched Clairol’s Touch of Yogurt Shampoo, however it didn’t gain enough market share and fail to survive in the market. Today, we want to re-launched a brand new repackaging yogurt shampoo with new advertisements, new positioning and new target market. We believe that yogurt shampoo is a really good personal care product which fits perfectly into the “back to natural and organic lifestyle” trend in today’s society. In order to understand who will be our target consumer and how people’s view about ‘back to nature’ lifestyle, we conducted interviews and survey. From the result, we understand that most people do love the back to nature lifestyle as we assumed before and it also confirms our original idea about our new positioning. After a redesign of packaging with a transparent bottle and metal pump, we want to target our yogurt shampoo to a premium shampoo product in the niche market, aiming customers who are seeking high quality lifestyle, pursuing a natural, organic and healthy lifestyle. Our target consumer would be female who are...
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...INDUSTRY PROFILE Fast Moving Consumer Goods (FMCG) goods are all consumable items (other than groceries/pulses) that one needs to buy at regular intervals. These are items which are used daily, and so have a quick rate of consumption, and a high return. FMCG can broadly be categorized into three segments which are: 1. Household items as soaps, detergents, household accessories, etc, 2. Personal care items as shampoos, toothpaste, shaving products, etc and finally 3. Food and Beverages as snacks, processed foods, tea, coffee, edible oils, soft drinks etc. Global leaders in the FMCG segment are Nestlé, ITC, Hindustan Unilever Limited, Reckitt Benckiser, Unilever, Procter & Gamble, Cadbury India Coca-Cola, Carlsberg, Kleenex, General Mills, Pepsi, Gillette, Nirma etc. Strengths: 1. Low operational costs 2. Presence of established distribution networks in both urban and rural areas 3. Presence of well-known brands in FMCG sector Opportunities: 1. Untapped rural market 2. Rising income levels, i.e. increase in purchasing power of consumers 3. Large domestic market- a population of over one billion 4. Export potential 5. High consumer goods spending Weaknesses: 1. Lowers cope of investing in technology and achieving economies of scale, especially in small sectors 2. Low exports levels 3."Me-too" products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban market. Threats: 1. Removal...
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...S BOOTS: HAIR-CARE SALES PROMOTION w 905A22 Pankaj Shandilya prepared this case under the supervision of Professors Robert Fisher and Murray Bryant solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2005, Ivey Management Services Version: (A) 2008-03-20 In early November 2004, on a cold winter afternoon in Nottingham, England, Dave Robinson was planning his sales promotion strategy for a line of professional hair-care products at Boots. The professional hair-care line consisted primarily of shampoos, conditioners and styling products (gels, wax, mousse, etc.) developed in collaboration with United Kingdom’s top celebrity hairdressers. Robinson’s challenge was to select one of three promotional alternatives — get three for the price of two (“3 for 2”)...
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...source of guiding light for me at each and every stage of the execution of this project. I would also like to thank the following people who through their experience have enlightened me on the practical aspects of this subject without whom the study would not have been carried out successfully. i. Prof. (Ms) Dr. Malini Johari – Principal, Shri Chinai College, Andheri ii. Prof. (Ms) S.G. Kelkar – BMS Co-ordinator, Shri Chinai College, Andheri iii. Professors at Shri Chinai College: Prof. Sunil Fussey Prof. Vaishali Chaudhary Prof. Padma Iyer Prof. Gitanjali Thorvat Lastly I would like to thank my well-wishers and my colleagues who were a constant source of inspiration and in some cases also motivation as it ultimately has led to the completion of this project. Finally I would also like to give due credit to people, who knowingly or unknowingly have guided, supported and helped me in the completion of this project as without their support this project would have never seen daylight. |Chapter No. |C O N T E N T S |Page No. | | |...
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...looking at the first reason, which is purchase frequency. Next, I’ll focus on huge gross margin, and to finish off, I’ll consider growing men’s cosmetics market. Right, to begin with, let’s look at purchase frequency, which means people buy beauty products regularly, once a month for example. Even during the Great Recession of 2008, consumers did not stop spending money on these products. So why do they purchase frequently? There are three reasons. Firstly, people always concentrate on appearance. That’s not to say being beautiful or handsome, because the basic requirement is being tidy and comfortable. This graph shows the percentage of U.S. adults who choose these beauty products at a regular basis. The most frequently chosen products are shampoos, conditioners and skin care products....
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...Does Beauty Have a Cost? The Ecological Footprint of the Cosmetics Industry Alexandra Noelle Penny Brown University 2008 Environmental Studies Senior Thesis May 8, 2008 1 Acknowledgements To Caroline Karp, my thesis advisor and primary reader, for her boundless suggestions, ideas, encouragement, and support as I attempted to creatively apply a structured environmental policy analysis to a new problem. To Catherine Goodall, Amit Sheth, and ShaSha at Environmental Packaging International for introducing me to the subject of packaging, guiding me carefully through various analytical techniques, and sparking my interest in redesigning consumerism. To Dave Murray and Joe Orchardo for their assistance running the spectrometer analyses in the Environmental Chemistry Lab as well as their vast patience and willingness to answer my many questions. To Daniela Quilliam and Bill Dundulis at the Rhode Island Department of Health for their honesty in answering my pointed questions and insights into government regulations when funding is a challenge. To my sister, Elena, for her endless patience and support, and especially for her late-night company in the Science Library Friedman Study Center. To my father, Luther, for advising me to work on my thesis early in the year, advice I listened to carefully, agreed with, but never quite followed through. To my mother, Joanne, for never doubting my ability to achieve goals that are seemingly out of reach...
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...contains a thiol group (-SH). The thiol group replaces one of the sulphur atoms in the disulphide bond, like this: Keratin-S-S-keratin + 2HS-CH2CO2NH4 --> -HO2CH2CS-SCH2CO2H + 2NH3 + 2HS-keratin When the disulphide bond is broken, the keratin bundles come apart, and hair is weakened. Ammonium thioglycolate is therefore used widely in beauty parlours when customers want their hair re-styled. However, if you use too much of it, or if the reaction is left for too long, you could end up going bald. So do not, ever, try it at home! If you have watched the film Legally Blonde, you'll have seen Reese Witherspoon (acting as a law student) win her first case by her knowledge of the chemistry of perms! 1 How to get your hair re-styled If you'd like your hair curled, it's called a perm. If you like it straightened, that's rebonding. In both cases, the steps are very similar. First, the beautician will wash your hair thoroughly to clean it. Then she applies perm salt (ammonium thioglycolate solution) to it...
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...Peer Pressure In this background paper, we will be discussing advertising and how it uses peer pressure to influence our buying power in consumer science. Our experiment will address these key issues and how they work together. Our presentation is focused on the tactics used in successful advertising of a product using commercials to influence consumers. A consumer is a person who purchases goods or services for personal, family, and business use. Consumers have a choice to pick and choose what products they would like to use or buy. Consumers play a vital role in our economy. The more people spend, the greater success of the company, the more jobs created and the more tax revenue for our government. (Consumer Dictionary.com). This consumer can be persuaded by advertisements of products. Advertising is about selling a product and the how this is done is by using by bright colors, sentimental values, sex appeal, brand name, jingle tunes, slogans, low involvement, high involvement, celebrity endorsements and humor, in commercials. Humor is a common method used by advertisers to create an interest in their product. This method seems to be wonderful for getting consumers attention, it works really well. People like funny situations they tend to relax and pay attention when something can invoke their sense of humor. This puts them in a good mood, creates a more comfortable atmosphere and a more positive image for the company or product. This makes the product easier to remember...
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...Segmentation 7 3.1 Geographic Segmentation 7 3.2 Demographic Segmentation 7 3.3 Physiographic Segmentation 8 3.4Behavioural Segmentation 8 4.0 Target Market Collage 9 5.0 Completion of Discussion/Rationale of the Target Market Collage 10 6.0 Reference List 10 1.0 Situation Analysis/Current Marketing Mix 1.1 Current Product The colour therapy product is enriched with Pro-V Complex and is designed with the objective of providing improved, protected and revived colour treated hair. The current product comes in three variants namely shampoo, conditioner and spray conditioner. It has been clearly mentioned in all the three products that they are inter related to each other and for best results the customer must make use of all the three in a series of steps to be followed by the user. The booklet found inside the package of the product explains how one should treat their colored hair i.e. first head wash using the shampoo and then conditioner followed up by the spray conditioner. Thus, three products are being targeted to be sold at once the potential customer decides to purchase the product (Pantene 2011). . The customer is getting the benefits of silky and nice smelling hair which bring about self-confidence in them to go out and stand close to their...
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...Dagmara Flores LGST 401 Project #1 (Lassiter Case) False imprisonment is defined as the unlawful detention of another for any length of time, whereby such person is deprived of his personal liberty O.C.G.A. § 51-7-20. Detentions are supposed to be made only in a reasonable manner and only for a reasonalbe period of time. In the state of Georgia, according to Ga. Code Ann. § 51-7-61, the automatic activation of anti-shoplifting device as a result of a person exiting the establishment or a protected area within the establishment shall constitute reasonable cause for the detention of the person, The detention time must be sufficient for the inquiry of the circumstances surrounding the activation of the device. On the other hand store owner are responsible to post a notice in a clear and visible manner advising patrons of the establishment is using an antishoplifting or inventory control device is being utilized. If a store owner fails to display this notice, Ga. Code Ann. § 51-7-61 does not apply. A person may be subject to a forcible stop and detention if probable cause has been established and if a customer activates a security alarm. The time of the detention must be reasonable. In Mitchell v. Walmart Stores the court held that the detention was reasonable and there was no unlawful restraint by force or fear. In the case of Estes v. Jack Eckerd Corp., the store had “reasonable cause” under Ga. Code Ann. § 51-7-61 to detain the plaintiff when the store employee failed...
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