...BUS 5060 Discussion Questions for Himalaya Shampoo Case Study You will find the following readings in your textbook to be helpful in analyzing this case: • Chapter 6 – Analyzing Consumer Markets o Pages 150-166 • Chapter 8 – Identifying Market Segments and Targets o Pages 212-236 • Chapter 9 – Creating Brand Equity o Pages 240-255 • Chapter 10 – Crafting the Brand Positioning o Pages 274-294 o Use a positioning map to help you answer question #5 Please read the notes at the bottom of exhibit 1 carefully to understand the significance of the data. (e.g. 1=Strongly Agree, 5=Strongly Disagree). Note also that the responses in Exhibit 1 are averaged by category, not by brand. Discussion Questions: 1. Based on the data in case Exhibit 1, what inferences can be drawn from the survey responses regarding the herbal-shampoo category? 2. Discuss the implications of your analysis of Q1 for both the category and the brands involved in the study. 3. Given the inferences from your responses to questions 1 and 2, what do you think motivates consumers to buy the brands of shampoo in the study? Provide a conceptual explanation, taking case Exhibit 2 into consideration. (Consider finding and viewing the relevant advertisements on YouTube.) 4. From the viewpoint of brand-building, what kinds of inputs can be obtained from case Exhibit 3 that substantiate the inferences from case Exhibit 1? 5. What recommendations would you provide to differentiate...
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...9B13A018 HIMALAYA SHAMPOO: BUILDING A DIFFERENTIATED BRAND IMAGE Dr. S. Ramesh Kumar and S. Venkatesh wrote this case 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. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2013, Richard Ivey School of Business Foundation Version: 2013-08-21 Sarfraz Rumane, senior brand manager at the Himalaya Drug Company, Bangalore, India, had to make a few decisions on the Himalaya brand of shampoo, based on his knowledge of the market and the conceptual highlights that he could derive from the survey the company had recently commissioned. The Indian shampoo market had grown exponentially. Like the consumers in emerging markets, Indians seemed to place a high degree of importance on physical appearance, perhaps as an outcome of Westernization and exposure to media. Traditionally, Indians...
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...significant boost to the country’s cosmetics 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...
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...Nepal (i/nɛˈpɔːl/ ne-pawl[8] Nepali: नेपाल [neˈpal] ( listen)), officially the Federal Democratic Republic of Nepal,[9] is a landlocked sovereign state located in South Asia. With an area of 147,181 square kilometres (56,827 sq mi) and a population of approximately 27 million (and nearly 2 million absentee workers living abroad),[4] Nepal is the world's 93rd largest country by land mass[10] and the 41st most populous country. It is located in the Himalayas and bordered to the north by the People's Republic of China, and to the south, east, and west by the Republic of India. Specifically, the Indian states of Uttarakhand, Uttar Pradesh, Bihar, West Bengal, and Sikkim border Nepal, while across the Himalayas lies theTibetan Autonomous Region. Kathmandu is the nation's capital and largest metropolis. Nepal has a rich geography. The mountainous north has eight of the world's ten tallest mountains, including the highest point on Earth, Mount Everest, called Sagarmatha (सगरमाथा) in Nepali. It contains more than 240 peaks over 20,000 ft (6,096 m) above sea level.[11] The southern Terai region is fertile and humid. Hinduism is practised by about 81% of Nepalis, making it the country with the highest percentage of Hindu followers; Buddhism is linked historically with Nepal and is practiced by 9%, Islam by 4.4%, Kirat 3%, Christianity 1.4%, and animism 0.4%.[4] A monarchy throughout most of its history, Nepal was ruled by the Shah dynasty of kings from 1768, when Prithvi Narayan Shah unified...
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...PLAN FOR “All Natural Shampoo” Table of Contents: 1. Background * Executive Summary * Company Description 2. Strategic Focus and Plan * Mission/Vision * Goals * Competitive advantage 3. Situation Analysis * SWOT Analysis * Industry Analysis * Competitor Analysis * Company Analysis * Customer Analysis 4. Market – Product Focus * Marketing and Product Objectives * Target Markets * Points of Difference * Positioning 5. Marketing Program * Product Strategy * Price Strategy * Promotions Strategy * Place Strategy 6. Financial Data and Projection * Break- Even Analysis 7. Organization 8. Implementation Plan 9. Evaluation 10. Appendices 1. Background Executive Summary/Company Description In 2009 the personal care industry is evolving at its highest rate. In fact, today’s societies put emphasis on their appearances which, more now than ever, represents a strong judgmental basis. Within this industry is a market that occupies a strong place: the hair care market. Just as consumers worry about their skin, they also worry about their hair. In brief, this particular market consists of shampoo, conditioners and styling agents. The largest subsector within hair care is shampoo, which is also experiencing a sector growth since 2003. Under such circumstances, the present marketing plan will focus particularly on All-natural Shampoo. It is important to understand...
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...Sunsilk Company background . Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilk cream shampoo for dry hair was launched in 1956. Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilevergroup, which is now considered the world's leading company and brand in hair conditioning and the second largest in shampoo. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the “billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in Pakistan, India, Brazil, Argentina,Bolivia, Bangladesh, Sri Lanka, Indonesia, and Thailand From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a “hairfall” variant for the brand. The line up also includes: Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Colour, Teddy Charles for Plumped Up...
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...people choose Dove as their favorite brand. 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...
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...The Yeti is the Tibetan name for Abominable Snowman. The Yeti is one of several unidentified creatures that live in the highlands of Southern Asia. There have been many different sightings of the Yeti and all of the descriptions have been different. The Yeti was described as a large variety as a hybrid of a man and ape standing over two meters tall and having black or brown fur. Another type of Yeti was described smaller than an average man with a reddish-brown fur. But these different types of Yeti have two things in common; they both walk upright and are very hard to pin down. In 1832, a British representative named B.H. Hodgson was in Nepal and he published an article in a scientific journal about a strange mountain creature that he came upon off in the mountains. He described the creature very hairy and it attacked his servants. The village people named it “rakshas” which means demon. This was the first ever report of the Yeti by a westerner. In 1913 a group of Chinese hunters were reportedly wounded and captured a hairy man like creature. The creature was imprisoned in Patang at Sinkiang province for five months until it died. It was described having a black monkey like face, large body covered with silvery yellow hair several inches long, and its hands and feet were very man like. The creature was also incredibly strong. In 1954, the London Dialy Mails went on an expedition to hunt and catch the Yeti alive. They discovered authentic Yeti scalps and zoologists...
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...Pakistan is situated in the western part of the Indian subcontinent, with Afghanistan and Iran on the west, India on the east, and the Arabian Sea on the south. The name Pakistan is derived from the Urdu, which is the national language of Pakistan, words Pak which means pure and Stan which means country. It is nearly twice the size of California. The northern and western highlands of Pakistan contain the towering Karakoram and Pamir mountain ranges, which include some of the world's highest peaks. The Baluchistan Plateau lies to the west, and the Thar Desert and an expanse of alluvial plains, the Punjab and Sind, lie to the east. The 1,000-mile-long Indus River and its tributaries flow through the country from the Kashmir region to the Arabian Sea. With the exception of the temperate coastal region, most of Pakistan suffers from seasonal extremes of temperature. From June to September, Pakistan has its monsoon season, with warm weather and heavy rain in some areas. A monsoon is actually a seasonal shift in wind direction and pressure distribution that causes a change in precipitation. The temperatures drop considerably in December through February, while spring tends to be very warm and dry. Of course, the Karakoram and Hindu Kush mountain ranges are snowbound for much of the year, due to their high altitudes. Temperatures even at lower elevations may drop below freezing during the winter, while summer highs of 106 degrees are not uncommon. The climate changes here pose additional...
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...Dwarika’s Story The history of The Dwarika’s Hotel is intertwined with the life and times of its founder, Dwarika Das Shrestha. Dwarika Das Shrestha was an extraordinary human being – a true visionary who was acutely aware of his own identity, the changing world around him and his responsibility towards it. His story is one of inspiration borne out of struggle and torment, the relentless pursuit of an aesthetic ideal, and one man’s determination to make a difference. Early beginnings Being born into a relatively affluent Newar family, Dwarika Das Shrestha was sent to school in India at the tender age of six. With less than one percent of the Nepali population being literate, in the early 1950s, as Nepal took its first steps towards democracy, it was ill equipped to face the challenges of modernisation. It stood at a position where it could neither fully embrace the dramatic changes that modernity brought, nor fully comprehend the value and potential of its ancient cultural heritage. Dwarika Das Shrestha completed his education with a degree in law and commerce in the early 1950s, and returned to Nepal with the dream of helping Nepal regain its past glory. His first business was the establishment of the first hotel in Nepal, Paras Hotel, in 1952, at a time when Nepal was yet to establish itself as a tourist destination. The hotel’s primary patrons were Indian and Nepali pilgrims who came to visit the Pashupati Temple. Back then, charging religious pilgrims for shelter was considered...
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...articles: The effects of using shampoo daily * Shampooing – How Often? Do you shampoo daily? There are other ways to achieve that fresh and clean look © George Doyle Freshly washed hair has an exhilarating effect. It may even put a bounce in our steps. After shampooing, your hair has volume and shows its full soft beauty and unique intricate lustre. However, there is really no need to shampoo your hair every day especially if your hair is long. We are going to help you find the right shampoo routine and like to tell you about some clever tricks to keep that impression of freshly shampooed hair alive just a little longer Sometimes, another hair style is the alternative to frequent shampooing. If your hair is long enough, you can get away without shampooing if you comb your hair close to the scalp and gather it in a low ponytail or achignon high in the back of your head. Luckily, these hair styles are trendy right now. Shorter hair lasts another day without a shampoo if you take advantage of the new gel-styling trend. Simply apply a little styling gel and comb your short hair back in a boyish kind of style. * Clarifying Shampoo Benefits By: Vickie Ferguson Using products that include a quality clarifying shampoo ensures the removal of product build-up that comes with using styling gels, mousse and hair spray. With a good clarifying shampoo, you're left with clean, shiny, healthy hair. 1. Types There are four types of shampoo: deep cleaning, conditioning, dandruff...
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...would be asked to submit their interim findings and discuss with me as and when required. The deadlines are as following: 1. Submission of Group members names and choice of project: Sept 17th 2. Submission of one page proposal(containing MR problem and Research Design) on how the group would go ahead: Sept 30th 3. Submission of findings of Exploratory Study(Secondary research, in-depth interviews, FGDs etc.): October 31st 4. Submission of Survey instrument: November 15th 5. Submission of interim final report for feedback: November 30th 6. Submission of Final Report for Evaluation: December 15th Projects Project 1: Conditioners: Penetration of shampoos in India is higher than the penetration of conditioners. Market Share Ratio (Nielsen) is 92: 8. Is there a reason why people do not buy conditioners as much as shampoo as it a price point or do they see the product as unnecessary - is there an awareness of the product - features & benefits? Project 2: Hair Colors: Penetration of Hair Colors in TG - graying of hair is of as much relevance in the TG as other...
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...FOR AFRICAN AFRO’S HOW TO WASH BLACK HAIR Looking for tips on how to wash black hair? There is a myth going around that black and African American women shouldn't wash their hair often because it will dry it out. This is absolutely not true. Don't be afraid to wash your hair. It won't fall out or break off. In fact your hair is screaming for moisture, and the more you give it the better it gets. Did you know that the only thing that can really moisturize your hair is water? All the serums, oils and conditioners in the world can't take its place. These products help seal in moisture that water puts into your hair. Keep reading to find out how to shampoo, condition and what to do afterwards, as well as some of the dos and don'ts of washing black hair. GETTING READY TO WASH YOUR HAIR: Here's what you'll need. * Moisturizing Shampoo *...
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...While beauty brands may find it hard to reach women whose priorities shift after having children, Suave was able to reposition itself from being a value brand to a quality beauty brand that moms choose by forging a highly-relevant emotional connection with them. For several years prior to its repositioning, Suave had owned a value brand position through its tagline, “Can you tell?”that referred to the fact that there was no quality difference between Suave and a more expensive brand of shampoo. The brand had an explicitly functional value position because it was interested in reaching budget-conscious women who wanted a quality shampoo. In 2007, Suave created big news by establishing an emotional bond with mothers through its repositioning campaign. The marketing campaign connected with moms on an emotional level by leveraging the insight that women tend to downgrade beauty as a priority when they become mothers, because they feel guilty if they prioritize taking care of themselves. However, Suave reported in a press release that moms said they felt happier, more attractive and more self-confident when they cared for their own needs. A 2006 USA Today piece agreed, touting the rise of“the mommy diva.” Hence, Suave tried to reach moms by speaking to them as women who fulfill multiple roles. The brand told Mom that using Suave doesn’t require them to choose between being a mom and looking attractive. Rather than sacrifice on necessities for her kids, Mom could stay within her...
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...focus on how to develop the good to increase the revenue. I would be also touching upon the concepts of the elasticity of demand, market structure as well as profit maximization techniques which would be useful to further this good and also the barriers to entry. Pricing strategies and product differentiation will be the other important topics which will be discussed as well. I am choosing the shampoo company Pantene, founded in 1947, who was inspired by the ingredient panthenol, Pantene and was originally owned by Swiss drug company Hoffman-LaRoche.It made its debut as a premium hair care line across Europe, replete with glass bottles and prestige scents and then crossed over to the US. Pantene has just come up with the latest Custom Hair solutions which I will be focusing on. Elasticity of Demand Simply put, the demand for Pantene shampoo is highly elastic for the main reason that today there are so many substitutes available and so many other companies launching their shampoo products on a daily basis. Market Structure The market structure for the shampoo market is that of Monopolistic Competition. This is when a large number of sellers produce a product or service that is perceived by consumers as being different from that of a competitor but is actually quite similar. This perception of difference is the result of product differentiation, which is the key to success in a monopolistic industry. Products can be differentiated based on price, quality...
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