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Table of Contents:
Serial number
1 2 3 4 I II III IV V VI VII VIII IX 5 I II a b 6
Particulars
Company historyAbbott About the product---Selsun Blue About the research Findings from data collection through Questionnaires Usage of Shampoo Brands of shampoo under the use of participants Feature which makes people satisfied of their Antidandruff brands Feature which makes people dissatisfied of their Antidandruff brands Features they look for while buying an anti dandruff shampoo Awareness of Selsun Blue Medium which gave them awareness of Selsun Blue Brand Current users of Selsun Blue Source of buying Selsun Blue for Participants Findings from the data collection through interview with Sales Personal of Selsun Blue Selsun Blue Shampoo Current Issues Abbotts efforts to promote brand Above the Line Marketing: Below the line Marketing Recommendations
Page number
1 2 3-4
6-14
15-17
18
Company history:
A global, broad-based health care company devoted to discovering new medicines, new technologies and new ways to manage health. Our products span the continuum of care, from nutritional products and laboratory diagnostics through medical devices and pharmaceutical therapies. Our comprehensive line of products encircles life itself addressing important health needs from infancy to the golden years. With over 70,000 employees worldwide and a global presence in more than 130 countries, Abbott is committed to improving people's lives by providing cost effective health care products and services that consistently meet the needs of our customers. Abbott Pakistan is part of the global healthcare corporation of Abbott Laboratories, Chicago, USA. Abbott started operations in Pakistan as a marketing affiliate in 1948; the company has steadily expanded to comprise a work force of over 1500 employees. Currently two manufacturing facilities located at Landhi and Korangi in Karachi continue to use innovative technology to produce top quality pharmaceutical products. Abbott Pakistan has leadership in the field of Pain Management, Anesthesia, Medical Nutrition and Anti-Infectives. Our wide range of products is managed and marketed through three marketing arms. On June 29, 2005 Abbott Pakistan Achieved Class 'A' accreditation against the Oliver Wight ABCD Check list. This was an outstanding achievement, which puts Abbott Pakistan amongst some of the best global companies in terms of operational excellence. A continuous process of innovation, research and development at Abbott's worldwide facilities enables Abbott Pakistan to offer effective solutions for various healthcare challenges, with products and services that are well focused, within the customer's reach and contribute to improved health care of the people of Pakistan. Abbott believes that Corporate Social Responsibility is fundamental to earning and deepening the trust of the people it serves, an integral part of its commitment to improve lives has contributed to a number of humanitarian causes and supported various institutions in various fields including health and education.
Positioning Statement:
Dandruff free hair, so soft so rich, no flakes no itch
Target audience:
Our target audience would be of two types 1. Consumer 2. Retailers More broadly speaking the age level of the targeted audience would be from 15 to 45 years and income level would be above Rs 5000/=. Target audience would be irrespective of gender and would be selected from randomly selected areas of Karachi. As far as retailers are concerned they would be selected randomly from areas all over the Karachi.
Sample Size:
Our sample size is 100 randomly selected samples
Secondary Source:
It includes interviews with Sales Head and Brand manager of Selsun Blue Moisturizing Treatment.
Usage of shampoo:
Following data was extracted from the questionnaires regarding the usage of shampoo among participants
35
30
25
Male
15
Female
Male
20
Female
Daily
Twice a week
Weekly
Montly
Female
Male
Female
10
Male
Other
Data suggests that the higher tendency among people in washing their hairs with shampoo is twice a week.
Female
Male
15
Female
Female
Male
Male
10
Female
Pantene
Clear men\women
Female
Sunsilk
Selsun Blue
Data shows that there is a increasing trend among participants whether male or female of using head and shoulder for catering their dandruff needs
Male Other
Female
15
10
Male
Male Female
Male Female
Male Female
Female
Female
Data shows that majority of the people using their anti dandruff shampoos are satisfied therefore there is no point to look for something better. Whether male or female participants both have evidenced that they can see the results themselves. Therefore switching to new and improved formula of selsun Blue will not draw their audiencess attention.
Male
15
10
Male
Male
Female
Female
Female
Female
Female
Female
Male
Its smell is I feel too bad burning and itcing after using it
Other
With reference to the data extracted from questionnaires the highest point of dissatisfaction among males are that their hairs are getting rough after using their anti dandruff brands and secondly they cant see any results after using their brands. Whereas a far as woman is concerned there higher point of dissatisfaction is smell which their anti dandruff brand have and second highest element of dissatisfaction among them are two factors one that they feel their brand is too costly and other that they are suffering from hair loss after using their brands. Here Selsun Blue could eradicate these factors from its brand to reach customer satisfaction.
Female
Male
Male
Male
Male
35
30
Male
25
20
15
10
Male
Male
Male
Packaging
Quality
Cost
Brand
Data clearly shows that both male and female look for quality while buying their anti dandruff brands and as far as branding is concerned it is the second highest element of decision making for purchasing a shampoo among both men and women Clear recommendation for Selsun Blue that People are looking for quality and they are satisfied with brands because they are perceiving that quality from their respective brands. There fore if Selsun blue is willing to penetrate its market it must positioned itself a symbol of quality in the minds of consumer
Male Other
Data extracted from the questionnaires suggests that awareness of Selsun Blue Brand among male participants were higher than Female
In the above data the medium which created awareness the most among participants is T.V and the second highest medium is through doctors Other Medium like Billboards and newspaper advertisement are still not brought under use. Selsun can explore them either to create mind share of Selsun Blue.
Super market
General store
other
Data extracted shows the availability of Selsun Blue is every where and people are purchasing Selsun Blue more and less in equality from every medium
Findings from the data collection through interview with Sales Personal of Selsun Blue:
would request the lady to have her hair washed with Selsun Blue at the MAU or hair wash unit located at the venue.
Store/Mall Branding
Footsteps leading to the Selsun Blue Shampoo rack/shelf at the same time, footsteps would diminish or point away from competitor shampoos shelves Mirrors at malls and restaurants would have a dirty wig placed where the face reflection would be seen. An arrow pointing to Selsun Blue hair wig with a statement This can be you, switch to Selsun Blue.
Recommendations:
Awareness of the brand should be created through more use of Medias such as Billboards. In short brand recalls should be there. Strong endorsements should be used for gaining peoples faith to give it a try Prices should be reduced with respect to current competitors prevailing in the market New market should be explored and developed rather than Karachi There is always been an ambiguity in positioning of this product. proper advertising campaigns should be run which enforce positioning and new features of this product