Target those people who use shampoo and trust the shampoo as their best solution for hair care.

q Develop quality and brand image so that by trial of your brand leaves with a good image and then followed by usage of bigger pack which then will be used by them.

q Identify the key benefits such as hair strengthening, Missing form shampoo and makes them the USP of new brands. The USP could be rebuilding damaged hair, shiny and healthy hair.

q Look for different problems for which people use shampoo for hair care, falling hair and dandruff’s etc. And deliver the same of high quality and at the same time positioning the brand as solution for your hair problem and which also rejuvenate your hair, and keep your hair healthy to that target group.

q The ideas, associations and images that people have of a shampoo brand determine the demand side of the brand equity equation. There are two ways in which advertising is likely to influence perceived product performance. First, by guiding the expectations about the shampoo experience - process called product enhancement and second, by creating a halo of superiority around the brand via a mechanic termed “ Interest – Status”. There are two key advertising related factors First, the advertisement needs to be remembered. This is important because its main influence is at the point of trial. Second, the message should relate in some way to the experience of ‘using’ the product - for instance, does it create any expectation of what the shampoo would “ feel like to your hair” i.e., how will it take care of your hair and especially to your specifications. But the advertiser should always bear in mind that the benefits proclaimed are in line with what the product