Beruflich Dokumente
Kultur Dokumente
Shampoo Products
Group – 5
PGP 2012
Objective
• To launch an affordable shampoo in
rural segment through a research
backed marketing strategy
• To understand the existing attitudes
towards shampoo in category of non-
users and low users
• Use of these attitudes to generate
likeability and trial for a new
brand
Agenda
• Issues
•
Issues
• Mostly unorganized sector
•
Process
• Theory of reasoned action
• Attitude towards the ads model
– Favourable attitude towards ads leads
to positive attitude towards the
brand
– Personal association with the central
characters of the ad leads to
strong brand assocation
–
Sources of influence on
attitude formation
• Television advertisements – During mid
morning and night
• Reference groups – friends, neighbors
and relatives
• In-Store -
• Radio – early morning and morning to
mid-morning slot
• Newspapers and magazines – coupons and
promotional offers
•
Attitude formation by
learning
• Cosmetic – for strength and health.
Beautiful hair
• The biggest problem is hair-fall
• Most of the consumers use shikakai –
67%
• 71% of people use shampoo
occasionally
Personality factors
• Need for cognition is Low – hence
peripheral cues - celebrity
endorsements
Celebrity Product
Consumer endorsed
Strong Strong
attitude Moderate Moderate /
Don’t like
Heiders balance theory of
attitudes
Basic motivational function
• Ego-Defensive function – from exhibit
9
I feel more confident when I use
magazines)
• Attitude formation through emotional
appeal for consumers who lack
product experience
• Associating with celebrities who have
associations with social causes
( exhibit 7 – celebrity influence)
•
Conflicting attitudes
• Shampoo with chemicals and shikakai
usage
•
Perceptual map
Changing the relative
evaluation of the attributes
• Adding an attribute
Since hair-fall is the biggest
specific
In-store promotion. Small colourful
shachets
•
PERCEPTUAL MAP
High
Clinic Plus
Chik H&S
Quality
Low