...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...
Words: 3500 - Pages: 14
...29/10/2014 REPORT 29/10/2014 REPORT CHAD’S CREATIVE CONCEPTS BUSINESS REPORT Synergy Business Solutions 6 Success Drive 1778 Lake Erie Cohort Sandusky Ohio Company Overview Synergy Business Solutions (SBS) is a business located in Lake Erie, Sandusky, Ohio, specializing in consulting services for small, medium and large businesses. SBS’ primary services include market feasibility studies, business plans, operational reviews, re-engineering, strategic planning, seminars and workshops. Our mission is to provide our clients with business services that will help them become more successful and to become a leader in their area of business. The company was founded by six (6) MBA students in 2013 who’s varying concentration (Marketing, Finance, General Management) propelled SBS into maintaining a number of external investments globally. SBS is known for its ability to offer several corporate giants and small business units the opportunity to further expand their business portfolio internationally. The company boasts a clientele of over three hundred and the services offered is unmatched by no other firm of this nature. ASSUMPTIONS Synergy Business Solutions assessed Chad’s Creative Concepts (CCC) operations and based on the problem state problem here identified and investigated, the following assumptions were brought to the fore: 1. The company’s management assumed that they would have been able to fulfil orders of both custom as well as standard lines...
Words: 2117 - Pages: 9
...WHAT IS A REPORT? http://en.wikipedia.org/wiki/Report Reports or an explanation about them: * Geopolicity - Publications (Iraq 2013 Health Care Sector Outlook, UAE 2013 Real Estate, New Silk Road) http://geopolicity.com/publications/ * Link, Morton and Hill, Winfrey (1970). Hill-Link Minority Report of the Presidential Commission on Obscenity and Pornography. Random House. * United States Immigration Commission (1933). Abstracts Of Reports Of The Immigration Commission, With Conclusions And Recommendations And Views Of The Minority. Kessinger Publishing. ISBN 1-4366-1613-1. The process of writing reports: * Blicq, Ronald (2003). "Technically-Write!". Prentice Hall. ISBN 0-13-114878-8. * Gerson, Sharon and Gerson, Steven (2005). Technical Writing: Process and Product. Prentice Hall. ISBN 0-13-119664-2. * Lannon, John (2007). Technical Communication. Longman. ISBN 0-205-55957-3. A report or account is any informational work (usually of writing, speech, television, or film) made with the specific intention of relaying information or recounting certain events in a widely presentable form. Written reports are documents which present focused, salient content to a specific audience. Reports are often used to display the result of an experiment, investigation, or inquiry. The audience may be public or private, an individual or the public in general. Reports are used in government, business, education, science, and other fields. Reports use features such as...
Words: 4127 - Pages: 17
...While beauty brands may find it hard to reach women whose priorities shift after having children, Suave was able to reposition itself from being a value brand to a quality beauty brand that moms choose by forging a highly-relevant emotional connection with them. For several years prior to its repositioning, Suave had owned a value brand position through its tagline, “Can you tell?”that referred to the fact that there was no quality difference between Suave and a more expensive brand of shampoo. The brand had an explicitly functional value position because it was interested in reaching budget-conscious women who wanted a quality shampoo. In 2007, Suave created big news by establishing an emotional bond with mothers through its repositioning campaign. The marketing campaign connected with moms on an emotional level by leveraging the insight that women tend to downgrade beauty as a priority when they become mothers, because they feel guilty if they prioritize taking care of themselves. However, Suave reported in a press release that moms said they felt happier, more attractive and more self-confident when they cared for their own needs. A 2006 USA Today piece agreed, touting the rise of“the mommy diva.” Hence, Suave tried to reach moms by speaking to them as women who fulfill multiple roles. The brand told Mom that using Suave doesn’t require them to choose between being a mom and looking attractive. Rather than sacrifice on necessities for her kids, Mom could stay within her...
Words: 2336 - Pages: 10
...PLAN FOR “All Natural Shampoo” Table of Contents: 1. Background * Executive Summary * Company Description 2. Strategic Focus and Plan * Mission/Vision * Goals * Competitive advantage 3. Situation Analysis * SWOT Analysis * Industry Analysis * Competitor Analysis * Company Analysis * Customer Analysis 4. Market – Product Focus * Marketing and Product Objectives * Target Markets * Points of Difference * Positioning 5. Marketing Program * Product Strategy * Price Strategy * Promotions Strategy * Place Strategy 6. Financial Data and Projection * Break- Even Analysis 7. Organization 8. Implementation Plan 9. Evaluation 10. Appendices 1. Background Executive Summary/Company Description In 2009 the personal care industry is evolving at its highest rate. In fact, today’s societies put emphasis on their appearances which, more now than ever, represents a strong judgmental basis. Within this industry is a market that occupies a strong place: the hair care market. Just as consumers worry about their skin, they also worry about their hair. In brief, this particular market consists of shampoo, conditioners and styling agents. The largest subsector within hair care is shampoo, which is also experiencing a sector growth since 2003. Under such circumstances, the present marketing plan will focus particularly on All-natural Shampoo. It is important to understand...
Words: 6375 - Pages: 26
...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 .................................
Words: 3718 - Pages: 15
...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...
Words: 5298 - Pages: 22
...significant boost to the country’s cosmetics industry, especially the hair care market. According to our latest research report on the Indian hair care market, segments like hair oil, shampoo, gel, and hair colour have witnessed an unprecedented growth in the sales. The shampoo market in India is estimated to be 2500 – 3000 crore worth. It is estimated that the hair oil market in India will cross the INR 100 Billion-mark in future. Hair oils / Gels Shampoo and conditioner Styling Products and Hair Colour Hair care Industry This project is intended towards one segment of the hair care industry – Shampoo’s. The major shampoo produces in India are ITC – Fiama Di Wills Hindustan Unilever - Sunsilk, Dove, Clinic Plus Proctor and Gamble – Pantene, Head and Shoulders L’oreal Dabur India Ltd Amway India CavinKare etc. - L’oreal Paris, Garnier Fructis - Dabur - Amway Page | 1 VGSOM, IIT Kharagpur The most frequently used shampoos in India are the following. Normal Shampoo •Dove, Clinic Plus, Sunsilk, Chic, Fiama Di wills Herbal Shampoo •Ayur, Nyle, Shehnaz Hussain, Dabur, Himalaya, Herbal Essence Premium shampoo •Revelon Flex, Wella, L'oreal, Lakme, Matrix, Amway Anti-Dandruff shampoo •Head and Shoulders, Clinic all clear, Pantene One of the biggest barriers to shampoo usage is the consumer perception that it harms the hair. Thus companies are focusing on defending the product against accusations by promoting the strength, nourishment and beauty...
Words: 4921 - Pages: 20
...Sunsilk Company background . Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilk cream shampoo for dry hair was launched in 1956. Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilevergroup, which is now considered the world's leading company and brand in hair conditioning and the second largest in shampoo. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the “billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in Pakistan, India, Brazil, Argentina,Bolivia, Bangladesh, Sri Lanka, Indonesia, and Thailand From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a “hairfall” variant for the brand. The line up also includes: Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Colour, Teddy Charles for Plumped Up...
Words: 1256 - Pages: 6
...people choose Dove as their favorite brand. Survey questionnaire of Factors causing to Prefer “Dove Shampoo” as a Brand Name: Occupation: 1. Are you? * Male * Female 2. What is your age? * Under 18 * 18 to 24 * 25 to 34 * 35 to 44 * 45 to 54 * 55 to 64 * 65 or more 3. How frequently do you buy Dove products? * Once a week * More than once a week * A couple of times a month * Every few months * Yearly * Never 4. How often do you change your Brand? * Very often * Depends on price of the new brand * To experiment with new Brand * I stay loyal to my brand 5. Which Dove shampoo do you use? * Dove Intense repair * Dove hair fall rescue * Dove dryness therapy. * Dove daily shine. * Dove dandruff care * Dove nourishing oil care. 6. In what quantity do you buy Dove? * Sachets * Bottles/bigger pack * Family packed. * Mini bottles 7. What improvements would you suggest for Dove shampoo? * Should be available in other varieties * Should decrease the price * Should come in more fragrance * Should increase availability of products in more number of retail outlets * Improve the quality more. Please read the statement below & tell me how much you agree with the statement to describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly disagree and 5 is strongly agree Strongly disagree=1, Disagree=2...
Words: 694 - Pages: 3
...articles: The effects of using shampoo daily * Shampooing – How Often? Do you shampoo daily? There are other ways to achieve that fresh and clean look © George Doyle Freshly washed hair has an exhilarating effect. It may even put a bounce in our steps. After shampooing, your hair has volume and shows its full soft beauty and unique intricate lustre. However, there is really no need to shampoo your hair every day especially if your hair is long. We are going to help you find the right shampoo routine and like to tell you about some clever tricks to keep that impression of freshly shampooed hair alive just a little longer Sometimes, another hair style is the alternative to frequent shampooing. If your hair is long enough, you can get away without shampooing if you comb your hair close to the scalp and gather it in a low ponytail or achignon high in the back of your head. Luckily, these hair styles are trendy right now. Shorter hair lasts another day without a shampoo if you take advantage of the new gel-styling trend. Simply apply a little styling gel and comb your short hair back in a boyish kind of style. * Clarifying Shampoo Benefits By: Vickie Ferguson Using products that include a quality clarifying shampoo ensures the removal of product build-up that comes with using styling gels, mousse and hair spray. With a good clarifying shampoo, you're left with clean, shiny, healthy hair. 1. Types There are four types of shampoo: deep cleaning, conditioning, dandruff...
Words: 541 - Pages: 3
...would be asked to submit their interim findings and discuss with me as and when required. The deadlines are as following: 1. Submission of Group members names and choice of project: Sept 17th 2. Submission of one page proposal(containing MR problem and Research Design) on how the group would go ahead: Sept 30th 3. Submission of findings of Exploratory Study(Secondary research, in-depth interviews, FGDs etc.): October 31st 4. Submission of Survey instrument: November 15th 5. Submission of interim final report for feedback: November 30th 6. Submission of Final Report for Evaluation: December 15th Projects Project 1: Conditioners: Penetration of shampoos in India is higher than the penetration of conditioners. Market Share Ratio (Nielsen) is 92: 8. Is there a reason why people do not buy conditioners as much as shampoo as it a price point or do they see the product as unnecessary - is there an awareness of the product - features & benefits? Project 2: Hair Colors: Penetration of Hair Colors in TG - graying of hair is of as much relevance in the TG as other...
Words: 586 - Pages: 3
...FOR AFRICAN AFRO’S HOW TO WASH BLACK HAIR Looking for tips on how to wash black hair? There is a myth going around that black and African American women shouldn't wash their hair often because it will dry it out. This is absolutely not true. Don't be afraid to wash your hair. It won't fall out or break off. In fact your hair is screaming for moisture, and the more you give it the better it gets. Did you know that the only thing that can really moisturize your hair is water? All the serums, oils and conditioners in the world can't take its place. These products help seal in moisture that water puts into your hair. Keep reading to find out how to shampoo, condition and what to do afterwards, as well as some of the dos and don'ts of washing black hair. GETTING READY TO WASH YOUR HAIR: Here's what you'll need. * Moisturizing Shampoo *...
Words: 1484 - Pages: 6
...focus on how to develop the good to increase the revenue. I would be also touching upon the concepts of the elasticity of demand, market structure as well as profit maximization techniques which would be useful to further this good and also the barriers to entry. Pricing strategies and product differentiation will be the other important topics which will be discussed as well. I am choosing the shampoo company Pantene, founded in 1947, who was inspired by the ingredient panthenol, Pantene and was originally owned by Swiss drug company Hoffman-LaRoche.It made its debut as a premium hair care line across Europe, replete with glass bottles and prestige scents and then crossed over to the US. Pantene has just come up with the latest Custom Hair solutions which I will be focusing on. Elasticity of Demand Simply put, the demand for Pantene shampoo is highly elastic for the main reason that today there are so many substitutes available and so many other companies launching their shampoo products on a daily basis. Market Structure The market structure for the shampoo market is that of Monopolistic Competition. This is when a large number of sellers produce a product or service that is perceived by consumers as being different from that of a competitor but is actually quite similar. This perception of difference is the result of product differentiation, which is the key to success in a monopolistic industry. Products can be differentiated based on price, quality...
Words: 270 - Pages: 2
...Sunsilk shampoo is a product offered by Hindustan Unilever as a part of Personal and Healthcare division of the company. Under the Sunsilk Brand, HUL has offered hair care products ranging from shampoos to conditioners to Hair-Serum to other Hair care products. Different Sunsilk shampoos are: Sunsilk : Sunsilk - Anti dandruff – blue; Sunsilk damage repair – orange; Sunsilk thick and long – pink; Sunsilk soft and smooth – yellow; Sunsilk black shine – black; Sunsilk hair fall - gold Sunsilk Naturals Range: Sunsilk Naturals Silky Strength with Henna & Lotus extracts, Sunsilk Naturals Black Shine with Amla & Sunflower extracts, Sunsilk Naturals Curl Control with Milk Proteins, and Sunsilk Naturals Anti-dandruff with Curd and Lemon. Color and Shine Range: Sunsilk for Red hair, Sunsilk for Dark Brown hair and Sunsilk for Black hair Fig1. Sunsilk Color and Shine shampoo for Brown Hair Customer-value hierarchy The Customer-value hierarchy has been followed by the company for Sunsilk shampoo as mentioned below: Core Benefit – Through Sunsilk shampoo, the company has provided solution for the core benefit of cleansing of hair, especially to women. Basic Product – This benefit has been translated in the form of shampoo which offers cleansing along with conditioning (shampoo plus conditioner). Expected Product - The product has been offered as different types of shampoos on the basis of hair types (Dry, Normal, Oily) and desired results (Anti-Frizz...
Words: 325 - Pages: 2
