Final Project PPT

Introduc)on to Adver)sing Final Project

Group 7: Hsing-Yu Chen, Wenjing Lu, Winnie Chen, Ya Chun Chang

Introduc

Category Overview Product Category [5], [6] Shampoo as a product is used nearly universally among consumers because it is considered an essential part of personal hygiene and a grooming staple. As a result, shampoo is the most popular product in the haircare category and has nearly universal household penetration. Due to the products functional nature, there is stable growth in the product category albeit consumers being budget minded when shopping for shampoo.

Industry Sales Overview [7] Overall, shampoo sales fluctuate very little (with the exception of during the 2008 recession). It has experienced sale gains of 2-3% annually since 2011, increasing in total by 12% from 2008 - 2013. This growth trend is expected to last through 2018 simply because of the fact that shampoo is a staple in almost every household. However, because the competition is very high in such a mature product segment, it poses as a great challenge for hair care brands that want to improve their growth rates dramatically. Sales and segment share for Garnier Fructis has declined. Primary competitors include Herbal Essences, Suave, Pantene, and Dove. Both Herbal Essences and Pantene are under parent company Procter & Gamble, which has the biggest market share with a total of 36.4%. Suave and Dove are under parent company Unilever which has the second biggest market share of 27.7%. Secondary competitors include dry shampoo as a product, Tresemme, and Head & Shoulders. Tresemme and Head & Shoulders are in Unilever and Procter & Gamble respectively.

LOreal - 11.8% Garnier Fructis - 8%

Brand Trends & Implica

Brand Assessment: Marke

Brand Assessment: SWOT Analysis

Strengths: [12] Has a variety of shampoo product lines Products are very accessible because

they are widely distributed Has a high brand awareness because it

is part of an internationally well-known brand name

The brands longevity contributes to a positive brand reputation

Weaknesses: [6] Have seen declines in segment

share and sales Has the lowest market share

amongst its primary competitors

Opportunities: [16] Haircare users express interest in

skincare inspired trends such as sun protection, anti-aging ingredients, deodorizing benefits and multi-tasking products

Younger users are more inclined to use natural and organic haircare

Some 40% of haircare consumers report interest in on-the-go products

Threats: [9] [17] Natural and free from claims

are broadly appealing but arent necessarily translating to added value for consumers

Shampoo alternatives like dry shampoo are a small, but emerging segment

The improving economy could encourage shoppers to trade-up to higher-priced hair care brands

Primary Compe

HERBAL ESSENCES Strengths [19] Weaknesses [19-22]

- Has different products for different hair thickness - Known for their variety of fragrances

- Really colorful packaging, might not appeal to men and older women - Too many different product line names and not very straightforward - More than one product for similar functions

About Product: [19,20] new Naked product line -

no parabens, no silicon, no dyes

15 products total Price [23]: 10.1 oz - $4.29 23.7 oz - $7.99

Sales: [18] 2013: $169.5 million 2012: $173.2 million

Positioning Statement: Herbal Essences offers fragrant shampoos that will give you strong, silky, irresistible hair. Advertising Strategy [21]: #SayYes - use racy, suggestive commercials to catch the

audiences attention #GetNaked - bare your softest hair

SUAVE About Product: [25-27] Naturals - focused on fragrances Professionals - focused on hair treatment Scalp Solutions - focuses on scalp treatment 31 different lines of shampoo

Price: [28] Naturals: 22.5 oz - $1.99 Pro.: 12.6 oz - $3.99 Scalp: 14.5 oz- $3.47


Positioning Statement: Suave offers quality shampoos that satisfies all needs and functions. Advertising Strategy: [29] Suave Pro - works as well as salon brands uses testimonials from professional stylists works with realities shows that their target audience watch and

produces before and after videos

Strengths [25-27] Weaknesses [25,27]

- 3 distinct lines for 3 different functions - Professionals line has straightforward targeted hair treatment product line names

- Naturals line is a cheaper option but offers very little treatment functions - Scalp Solutions product line is only available for sale online and only at 2 retailers

PANTENE About Product: [30] 24 lines of shampoos products 6 different collections for different hair types,

functions, and treatment Price: [31] 12.6 oz - $4.99 25.4 oz - $6.99


Positioning Statement: Pantene Pro-V is the worlds #1 haircare brand that gives you professional, salon-quality hair. Advertising Strategy: [32] Celebrity endorsements - Queen Latifah, Zooey Deschanel, etc. #ShineStrong, #SorryNotSorry, #WhipIt - campaigns to promote

womens equality activism

Strengths [30] Weaknesses [30]

- Has different products for different hair thickness - Sleek, clean packaging - Straightforward product line names

- Has too many lines of products for just one treatment Strengthening:

- split ends - for long hair - anti-break

Current Target Audience

Gender Female

Age 18 - 34

Ethnicity Other

Geographic Region

West

Education Attended college

Occupation Professional and related occupations

Economic status $60,000-$74,999

Current Audience Lifestyle & Attitudes [33]: Heavy magazine consumption & Internet use Moderate newspaper & TV consumption Cares about sustainability & environmental

friendliness of products

What they Read & Watch:

Current Target Audience

Why do we want to continue targeting Garnier Fructis current audience? [34] Data shows that the young females of the 18-34 age group is the biggest

population out of Garnier Fructis users Garnier Fructis price range appeals more to the demographics in this age

group; only 18% of our current audience buys the lowest priced haircare brand Garnier Fructis current audience is the least likely to always buy the same

brand of shampoo compared to other demographics; they are more likely to try different brands of shampoo; therefore even though Garnier Fructis has the least market share amongst its primary competitors now, consumers using its primary competitors products are still its potential consumers

Garnier Fructis fresh and fun brand personality appeals to their current audience, and also distinguishes from Suave Pro and Pantene Pros brand image

Primary Research: Quan

Q:What is your hair type? About 51% people think they have normal hair Analysis: The result implies that most people have low awareness about their hair type, so they just choose the products for normal hair. We should make more people knowledgeable about their hair type and create demand for shampoos with specific functions.

Q: What is one thing that your current shampoo doesnt have that you would like it

to have? The graphic on the right captures some key words respondents wrote. Analysis: Most of people have more expectations on improvement of function. Some people also expect changes in price and improvement of fragrance.

Quan

Primary Research : Qualita

Consumer Insight For users: Garnier Fructis has high level of brand

awareness since more than 64% respondents have heard of Garnier Fructis and about 40% people think Garnier Fructis is a famous brand.

Most of people buy Garnier because of its low price, variety function and fragrance.

Most of users feel very satisfied with accessibility and fragrance of Garnier Fructis.

For non-users: Most of people no longer use

Garnier Fructis mainly because of its function.

Because most of people responded that they have high willingness to try a new brand, thus Garnier Fructis has low brand loyalty.

Q:If you are using Garnier Fructis, what was the primary reason for purchasing it:

Q: If you no longer use Garnier Fructis, what was the main reason for change:

Problem to Solve

Goal: Gain more market share and sales by increasing brand differentiation and loyalty.

Problem: People care about the function of shampoos, but a majority think that they have normal hair type when they do not necessarily do. Our solution: 1. Release trial size sets 2. Group three similar Garnier Fructis shampoos together and sell it

as a set 3. Each bottle of shampoo in the trial size set will be 100 ml 4. By testing out the three similar functioned Garnier Fructis

shampoos, consumers will know what specific hair type they are and they can then buy the same shampoo of a bigger size

Social Media: The photographer will upload the consumers before and after photo on Garnier Fructis

social media account with the consumers permission with the hashtag If the consumer Likes his or her photo uploaded on Garnier Fructis social media account,

he or she will receive a free trial set of the shampoo that matches their hair type

Crea

What? General survey to determine your hair type placed on magazine websites

How? The survey result will reveal the survey takers hair type Garnier Fructis shampoo will be one of the recommended shampoos Garnier Fructis will offer ONE free coupon of a free trial set that matches the

survey takers hair type

Crea

Scene 1 It is early morning and three women of different

ethnicity and hair type appear in three separate screens. They are in the shower and are frustrated with their Garnier Fructis shampoo.

The use of three women of different ethnicity and hair type will contribute to the message that everyone and every hair type can find its perfect match

Crea

Media Plan What strategy? Pulsing Strategy; because shampoo is an essential part of personal hygiene, so there

will always be a purchasing demand

Therefore there is no specific season for buying it or not, instead, people buy it continuously, so our campaign will also go on for the whole year, but we will intensify our campaign during seasons where our trial sets will be in higher demand

When during the year will advertising be placed? Back to School (August - September)

Parents and students will be doing lots of shopping for school necessities and therefore be more willing to try new products along with their new start

Holiday Season (November - January) Consumers will be shopping for holiday gifts and be on the lookout for discounts

and sales Travel Season ( Summer: May - August)

People often travel during the summer and hence will be more inclined to buy travel sized shampoo for convenience

Media Plan Internet Plan 18-34 year old demographic are

heavy internet users Putting advertisements and

interacting with them on social media would increase our online presence and also encourage them to purchase our products

Online ads on YouTube, online surveys on magazine websites, Before/After photos on Garnier Fructis social media accounts (Facebook, Instagram, Twitter)

Guerilla Marketing [33] 18-34 year old demographic are

more likely to be attracted to innovative marketing strategies

Having pop-up salons is a type of an innovative marketing approach

Our pop-up salons fully executes our marketing objective of the Try It to Know It campaign

Media Plan Media Channel Social Media

Facebook Instagram Twitter

Online magazine websites Allure Elle Cosmopolitan Seventeen

Online video streaming websites YouTube Netflix Hulu

Best times to post on Social Media [37,38,39]: Facebook

Weekdays 1PM - 4PM Sunday nights = most

interactions Instagram

Any time during the day Twitter

Mon.-Thurs. 1PM - 3PM Weekends = most retweets

Campaign hashtag: #tryittoknowit

The End

[1] "Brands: Garnier." L'Oreal. L'Oreal, n.d. Web. 24 Nov. 2014. . [2] "Garnier." Bloom. N.p., n.d. Web. 24 Nov. 2014. . [3] "Garnier Green Commitment." Garnier. N.p., n.d. Web. 24 Nov. 2014. . [4] "Fall 2013 Product: Health & Beauty Aids - Shampoo (For Use At Home)." MRI Reporter. N.p., n.d. Web. 11 Nov. 2014. . [5] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Issues and Insights Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. . [6] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Brand Share - Shampoo." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. . [7] "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Social Media." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. . [8] Shampoo, Conditioner and Hairstyling Products US April 2014; Use of and Shopping for Shampoo and Conditioner. Mintel. N.p., Apr. 2014. Web. 20 Nov. 2014. [9] Natural and Organic Personal Care Consumer US December 2013; Purchasing of Natural and Organic Haircare. Mintel. N.p., Dec. 2013. Web. 20 Nov. 2014. [10] Shampoo, Conditioner and Hairstyling Products US April 2014; Trend Applications. Mintel. N.p., Apr. 2014. Web. 20 Nov. [11] Shampoo, Conditioner and Hairstyling Products US April 2014; Marketing Strategies. Mintel. N.p., Apr. 2014. Web. 20 Nov.

Index

[12]Shampoo Garnier. N.p., n.d. Web. 22 Nov. 2014. [13]Where to buy Garnier. N.p., n.d. Web. 22 Nov. 2014. [14] First-hand observation [15] OneLessGrilProblem Garnier. N.p., n.d. Web. 24 Nov. 2014. [16] Romanowski, Shannon. Skincare trends help drive growth in haircare 6th September 2013. Mintel. N.p., 06 Sep. 2013. Web. 20 Nov. 2014. [17] Shampoo, Conditioner and Hairstyling Products US April 2014; Market Drivers. Mintel. N.p., Apr. 2014. Web. 20 Nov. [18] "Shampoo, Conditioner and Hairstyling Products - US - April 2014." Mintel. N.p., n.d. Web. 22 Nov. 2014 [19]Shampoo Herbal Essences. N.p. Web 22 Nov. 2014 [20]Naked Volume Herbal Essences. N.p. Web 22 Nov. 2014 [21]Hello Hydration Herbal Essences. N.p. 22 Web Nov. 2014 [22]Hydralicious Herbal Essences. N.p. 22 Web Nov. 2014 [23]Herbal Essences CVS N.p. Web 22 Nov. 2014 [24] Herbal Essences TV Commercials iSpotTV. N.p. Web 22 Nov. 2014

Index

[25] Suave Naturals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661366/suave-naturals> [26]Suave Professionals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661365/suave-professionals> [27]Suave Scalp Solutions Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661367/scalp-solutions> [28]Suave shampoo CVS N.p. Web 22 Nov. 2014 [29]Suave TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 [30]Products Pantene N.p. Web 22 Nov. 2014 [31]Pantene Pro-V CVS N.p. Web 22 Nov. 2014 [32]Pantene TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 [33]Fall 2013 Media: Demographics - Head of Household." MRI Reporter. N.p., n.d. Web. 1 Dec. 2014. . [34]Shampoo, Conditioner and Hairstyling Products - US - April 2014." Mintel. N.p., n.d. Web. 1 Dec. 2014. . [35] Eridon, Corey. "The Best and Worst Times to Post, Pin & Tweet [Infographic]." HubSpot Blogs. N.p., 30 Apr. 2014. Web. 4 Dec. 2014. . [36] Bennett, Shea. "When Is the Best Time to Post on Twitter and Facebook? [INFOGRAPHIC]." Mediabistro. N.p., 25 July 2014. Web. 05 Dec. 2014. . [37] TrackMaven. "A Complete Guide To The Best Times To Post On Social Media (And More!)." Slideshare. N.p., 10 July 2014. Web. 5 Dec. 2014. .

Index

Survey

Bibliography A Complete Guide To The Best Times To Post On Social Media SlideShare. N.p., n.d. Web. 6 Dec. 2014. Bennett, Shea. "When Is the Best Time to Post on Twitter and Facebook? [INFOGRAPHIC]." Mediabistro. N.p., 25 July 2014. Web. 05 Dec. 2014. . "Brands: Garnier." L'Oreal. L'Oreal, n.d. Web. 24 Nov. 2014. . Eridon, Corey. "The Best and Worst Times to Post, Pin & Tweet [Infographic]." HubSpot Blogs. N.p., 30 Apr. 2014. Web. 4 Dec. 2014. . Fall 2013 Media: Demographics - Head of Household." MRI Reporter. N.p., n.d. Web. 1 Dec. 2014. . "Fall 2013 Product: Health & Beauty Aids - Shampoo (For Use At Home)." MRI Reporter. N.p., n.d. Web. 11 Nov. 2014.

. "Garnier." Bloom. N.p., n.d. Web. 24 Nov. 2014. . "Garnier Green Commitment." Garnier. N.p., n.d. Web. 24 Nov. 2014. . Herbal Essences To Finally Cut Down On Cancer-Causing Chemical FastCompany. N.p., n.d. Web. 7 Dec. 2014.

Herbal Essences CVS N.p. Web 22 Nov. 2014 Herbal Essences TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 Hello Hydration Herbal Essences. N.p. 22 Web Nov. 2014

Bibliography Hydralicious Herbal Essences. N.p. 22 Web Nov. 2014 Natural and Organic Personal Care Consumer US December 2013; Purchasing of Natural and Organic Haircare. Mintel. N.p., Dec. 2013. Web. 20 Nov. 2014. Naked Volume Herbal Essences. N.p. Web 22 Nov. 2014 OneLessGirlProblem Garnier. N.p., n.d. Web. 24 Nov. 2014. Products Pantene N.p. Web 22 Nov. 2014 Pantene Pro-V CVS N.p. Web 22 Nov. 2014 Pantene TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 Romanowski, Shannon. Skincare trends help drive growth in haircare 6th September 2013. Mintel. N.p., 06 Sep. 2013. Web. 20 Nov. 2014. "Shampoo, Conditioner and Hairstyling Products - US - April 2014." Mintel. N.p., n.d. Web. 22 Nov. 2014 "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Brand Share - Shampoo." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. . Shampoo, Conditioner and Hairstyling Products - US - April 2014; Choosing Haircare Products." Mintel. N.p., n.d. Web. 1 Dec. 2014. . Shampoo, Conditioner and Hairstyling Products - US - April 2014; Issues and Insights. Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. .

Bibliography Shampoo, Conditioner and Hairstyling Products US April 2014; Market Drivers. Mintel. N.p., Apr. 2014. Web. 20 Nov. "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Retail Channels." Mintel. N.p., Apr. 2014. Web. 22 Nov. 2014. Shampoo, Conditioner and Hairstyling Products US April 2014; Marketing Strategies. Mintel. N.p., Apr. 2014. Web. 20 Nov. "Shampoo, Conditioner and Hairstyling Products - US - April 2014; Social Media." Mintel. N.p., Apr. 2014. Web. 29 Nov. 2014. . Shampoo, Conditioner and Hairstyling Products US April 2014; Trend Applications. Mintel. N.p., Apr. 2014. Web. 20 Nov. Shampoo, Conditioner and Hairstyling Products US April 2014; Use of and Shopping for Shampoo and Conditioner. Mintel. N.p., Apr. 2014. Web. 20 Nov. 2014. Shampoo Garnier. N.p., n.d. Web. 22 Nov. 2014. Shampoo Herbal Essences. N.p. Web 22 Nov. 2014 Suave Naturals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661366/suave-naturals> Suave Professionals Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661365/suave-professionals> Suave Scalp Solutions Suave N.p. Web 22 Nov. 2014 < http://www.suave.com/en-US/product/category/661367/scalp-solutions> Suave shampoo CVS N.p. Web 22 Nov. 2014

Suave TV Commercials iSpotTV. N.p. Web 22 Nov. 2014 TrackMaven. "A Complete Guide To The Best Times To Post On Social Media (And More!)." Slideshare. N.p., 10 July 2014. Web. 5 Dec. 2014. . Where to buy Garnier. N.p., n.d. Web. 22 Nov. 2014.

Bibliography

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