...S BOOTS: HAIR-CARE SALES PROMOTION w 905A22 Pankaj Shandilya prepared this case under the supervision of Professors Robert Fisher and Murray Bryant solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered under authorization from CanCopy or any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2005, Ivey Management Services Version: (A) 2008-03-20 In early November 2004, on a cold winter afternoon in Nottingham, England, Dave Robinson was planning his sales promotion strategy for a line of professional hair-care products at Boots. The professional hair-care line consisted primarily of shampoos, conditioners and styling products (gels, wax, mousse, etc.) developed in collaboration with United Kingdom’s top celebrity hairdressers. Robinson’s challenge was to select one of three promotional alternatives — get three for the price of two (“3 for 2”)...
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...Boots Case Study Group 9 Section A ArjunSpolia Manish Soni Mayank Gupta Shitij Jain VarunAhooja 3 FOR 2 Allows consumers to combine any three products of their choice(of the same brand) Least expensive item will be given free Expected sales increase to 300% 60% of these customers would not have purchased boots hair care products otherwise Gift With Purchase Product sample given with regular purchase Existing sample products used Cost of sample 93p Expected sales increase to 170% 40% of these customers would not have purchased boots hair care products otherwise ONE PACK COUPON 50p off Conservative Approach Expected sales increase to 150% Customers would be able to redeem coupon during the current visit to the store 50% of these customers would not have purchased boots hair care products otherwise Shampoo I/O Shampoo Brand Max Average Min 3 for 2 GWP GWP On-Pack On-Pack Price Price Price (max) (min) Coupon Coupon (Max) (Min) 2.2 2.5 1.6 1.6 2 2 1.6 1.95 1.95 1.6 1.6 1.75 2 1.6 1.7 1.4 1.6 1.6 1.5 2 1.6 0.41 0.31 0.50 0.50 0.40 0.50 0.50 0.42 0.55 0.37 0.66 0.58 0.58 0.58 0.58 0.47 0.62 0.47 0.47 0.58 0.58 0.23 0.20 0.31 0.31 0.25 0.25 0.31 0.29 0.36 0.31 0.31 0.33 0.25 0.31 Charles Worthington John Freida Nicky Clarke Umberto Giannini Tony & Guy Trevor Sorbie Lee Strafford Conditioner I/O Conditioner Brand Max Average Min 3 for 2 GWP GWP On-Pack On-Pack Price Price Price (max) (min) Coupon Coupon (Max) (Min) 1.70 1.70 1...
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...Executive Summary: Our company Potdar & Sons ltd. was formed more than 50 yrs ago on a revolutionary idea with the simplest mission of adding Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life. Our corporate tradition is rooted in the principles of personal integrity, respect for the individual and doing what's right for the long-term. Our purpose is to provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper. Launching a new product by Cadburys requires extensive research into the background of the chocolate market, market research to ensure customers get what they want, product development, designing process, launching of the product, and the overall conclusion of successfulness of the product. All of this is put into detail to ensure that the results required are produced from all this, at the same time a lot of investment is put into all this to ensure that Cadburys can expect a successful product. The need in the market is for a product that will be a substitute for the traditional on-the-go junk food, which everybody has to contend with for lack of healthy alternatives. A research has...
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...In a recent article on Bustle.com a reporter put the Wen by Chaz hair-care system to the ultimate real-world test, her own hair. While this may not sound like that big of a deal, when the reporter in question is a professional stylist at a premium salon it's important that they look great every day to inspire confidence in their customers. They decided to specifically try out the Wen Cleansing Conditioner product for seven days to see if their normally thin hair would really have more shine, volume, and bounce. What they found was amazing. Indeed the product did exactly what it promised. When used in the morning during a shower, and according to directions, the product gave more volume, shine, bounce and body to her thin hair. It should be noted that with her particular hair make up she found that using the product at night before bed provided slightly less results than using in the morning. She also found that her curls tended to fall slightly faster due to the fact that her hair was so clean and had more inherent body....
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... What is the implication of some brands being rated high on conative aspects after consumers are convinced about the respective cognitive and affective aspects of the brand(s)? 6. How does each brand score on the cognitive, affective and conative aspects (each brand can be marked as low, medium or high on each of these components)? How does each brand score on attitude towards the brand? ANSWERS: 1.Shampoos are expensive, can’t be used daily, has chemicals. Shampoos will take care of hair, will wash away the dust and dirt leaving it healthy and cleansed, will make hair shiny, have milk proteins (in case of cline all clear) to make it look lustrous and saving it from the harsh conditions of environment, will clean away the dandruff (in case of H&S), have good smell (Chik), will make hair manageable, won’t have to worry about your hair while going out as the shampoo will take care and will repair the damage done by the environment. 2.Clinic Plus: Shampoo will take care of the hair and girls can also be a part of the games which are considered to be only boys’. She’s confident and not bound by any boundaries and has the...
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...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 .................................
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...Geothermal energy is created through power plants similar to the ones that burn coal. However, the heat that turns the water into steam to spin the turbines is derived from the magma in the earth’s mantle, and indirectly from the earth’s core. This is a pretty much renewable, emission free source of energy. The more common way of harnessing the heat from the earth’s mantle is with Flash steam power plants. This is when plants drill down to natural reservoirs, pump cool water down, and pump the hot water up. The water that’s pumped up is way hotter than the boiling point of water (212°F). With Flash steam power plants, the water needs to be between 350° and 700°. When this water is given room to expand, it turns immediately into steam and spins a turbine. Another type of power plant is the Dry steam. This power plant just pumps water down and, and steam up. This is the oldest and simplest design. Water for this design must be above 300°. The last and latest design is the binary power plant. This can take water that is as low as 135°. When the water is pumped up, it goes through a heat exchanger, which transfers heat from the water to another substance with a lower boiling point, like butane. The second substance is then used to spin the turbine. Some of the pros to geothermal energy is that it is pretty much completely reliable, completely renewable, is a steady source of energy, and doesn’t release a much smaller amount of harmful emissions than burning fossil fuels (only...
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...best strategies to help our product be successful with the internal and external environments which we have analyzed at our best understanding. Sunsilk Hair Colour Shampoo will be marketed as a unique and convenient product for consumers who need and want to colour their hair. And we would like to maintain the company’s status as the 2nd brand leader in hair care industry in Pakistan. The marketing strategies will enable us to reach the target sale of Rs 50 million by end of first year and also bring awareness to the consumers in the six months about the new product, and reach at least 80% consumers in Pakistan. The hair colour industry is currently in the growth stage and the number of people who wish to colour their hair is growing day by day. Customer have been introduced by hair colouring products and there is a existing industry for colour in Pakistan, but Sunsilk Hair colour Shampoo is a new innovative product which is convenient for consumers to use and also less harmful then other products available. Introduction This plan has been prepared as an assignment for Marketing Strategies and Operations class at London Business School of Finance. The plan will provide background information about the current environment in which Hair colour products are operating in Pakistan. It will also discuss the present state of hair colour products in general, which will include information on the company and its interest in extending product range in Pakistan, and give a broader idea...
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...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 with 96% of respondents learning about shampoo via TV advertising; TV also influences some 51% of the market to purchase a particular brand of shampoo. A vast majority of respondents indicated that they have actually heard about, seen an advertisement, selected and also used the Clinic Plus and Chik Shampoo...
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... 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, Neutral=3, Agree=4, strongly agree=5 ...
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...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 of the hair - ‘The 3 - in -1 Capsule...
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...space or a blue ocean, thereby making the competition irrelevant. 3. Create and capture new demand 4. The simultaneous pursuit of differentiation and low cost When I saw the Sunsilk Lively Clean and Fresh campaign with Ayaan Ali wearing a scarf (sure it was eye candy), the ad proclaiming “Hijaab se Dhakay Baloun k Liay” it occurred to me that Sunsilk’s Marketing was entering a new dimension. This was a classic case of Blue ocean strategy; they were reaching beyond existing demand by positioning this brand extension towards all young girls and women who cover their hair as part of religion, but are modern and fashionable, contemporary yet elegant at the same time, who wear a scarf socially and at work or education centers. This was marketed as an outright solution to the problem of hair damage and dandruff. By entering into this position, Sunsilk, rather than just fighting for a higher share in the hair care category, it increases the size of the pie, there is growth in the overall industry as other companies/brands eventually develop and direct their marketing campaigns...
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...ANALYSIS OF MARKET PROSPECT TO INTERNATIONALIZE A PRODUCT OF BANGLADESH 1 Letter of Transmittal 12th October 2015 Md Arifur Rahman Asst. professor Faculty of Business Studies Bangladesh University of Professionals Subject: For the acceptance of the Term Paper Report. Dear Sir, It gives me immense pleasure that we are undergoing the undergraduate degree in Faculty of Business Study (FBS), Bangladesh University of Professionals (BUP). We were needed to compose a term paper report that is on Internationalizing a Bangladeshi Product: Sun Chips. Via this application we would like to submit our term paper report with its associated details. We have put our best efforts to apply all the theoretical concepts of different research methodology in real life situation. The detailed report has been attached along with this letter. I hope with great excitement that you will like and accept our report, humbly looking forward to your cooperation. Sincerely, 1. 2. 3. 4. 5. Rahnuma Firdaus (ID:1304081) Sahira Zaheen (ID:1304067) Sanjia Khan Sivan (ID:1304087) Labiba Mahmood (ID:1304105) Sumana Afrin (ID:1304053) 2 Acknowledgement We would like to thank our honorable sir Assistant Professor Md Arifur Rahman, for his keen efforts and invaluable guidance which helped us to understand how to properly and efficiently conduct research in any field necessary, especially in the field of business as well as its different implementation and impact ...
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...Naturocare as a natural, technology based, problem solving brand of hair care, devised from nature’s goodness and characterised by our consumers as reliable and a healthier alternative. Quality and consumer safety is the responsibility of every Naturocare employee and we demonstrate visible and consistent leadership to meet this policy. The thousands of men and women who have built up the group across the country have made this their personal mission statement. They use their intelligence and creativity, their innovative ability and all their expertise to further the cause of hair care. None of this would be possible without Naturocare’s deep respect for human beings, and without its genuine commitment to a sustainable environment. Strengthened by these values, and convinced that the quest for beautiful hair has always been a major challenge for women and men Naturocare’s teams continue daily to push forward the frontiers of their profession. Our SMART goal: Naturocare aims to have a market share of 17.5 % which is to be attained by 2015. Company profile: Naturocare was founded in 1971 by Dr Jagath PK with a clear vision to bring natural hair care products in a contemporary form in order to spread the knowledge and wealth that nature has to offer. This included referring to ayurvedic texts, selecting indigenous herbs and subjecting them to modern toxicological and safety procedures to create new hair care products. Naturocare is a research-driven and fully integrated company...
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...Papaya Hair Gel Science Investigatory Project Presented to the Faculty of Mother of Divine Providence School Science and English Department Marikina Heights, Marikina City S.Y. 2014-2015 In Partial Fulfillment of Requirements For the Subjects in Science and English 7 Presented by: Bea Carmela Aduna Paolo Barrera Ron Leonard De Guzman Jose Lorenzo Vergara CHAPTER I B. STATEMENT OF THE PROBLEM: * Can we make papaya hair gel that can be a good benefit for our hair? C. OBJECTIVE: * To make a product that is affordable D. Hypothesis Our Papaya Hair Gel is more affordable and useful than other branches of hair gel. Papaya Hair Gel has more benefits than other hair gel. Our product is just only an ordinary hair gel, our hair gel is affordable, healthy, and has more nourish than other products. E. SIGNIFICANCE OF THE STUDY Papaya is a nutrient powerhouse, not only that it is beneficial to hair and skin in both its ripe and green state. Papaya is rich in proteins, Vitamin C, Vitamin B6, Iron, Magnesium, Beta Carotene, enzymes like papain, which breaks down tough meat fibers and so many more ingredients for healthy hair growth. Papaya also helps to maintain the hair’s natural sheen, softens the hair, helps to restrict dandruff and stimulates hair growth. According to hair care experts, using papaya for hair may help with removing build up and residue from cleansing products and chemicals and also restore hair's natural shine and softness...
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