Shampoo Buying: A Day?
Added on 2022-07-04
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Shampoo Buying:
A “Bad Hair” Day?
CB2 - Group 8
Attitudes
Quy An | Gia Huy | Thanh Ngan | Ngoc Thanh | Khanh Trang
A “Bad Hair” Day?
CB2 - Group 8
Attitudes
Quy An | Gia Huy | Thanh Ngan | Ngoc Thanh | Khanh Trang
INTRODUCTION ISSUES
QUESTIONS DISCUSSION LESSONS LEARNED
Introducing of the case context Illustrating the main issues raised in the case
Answering the case questions and extra questions Summarising the lessons learned from the case
01
03
02
04
QUESTIONS DISCUSSION LESSONS LEARNED
Introducing of the case context Illustrating the main issues raised in the case
Answering the case questions and extra questions Summarising the lessons learned from the case
01
03
02
04
THE INDUSTRY: Hair care
● 200 choices of shampoo with packages bring
benefits of repair, protection, hydration,
control, and nourishment
● Many types of products: gels, mousses,
hairsprays, shine enhancers, and conditioners
CONSUMERS
Finds it hard to choose what to
buy
=> Ad agencies must create
effective messages to reinforce
current brand loyalty or persuade
consumers to try a new brand
THE MAIN COMPANY
Unilever and Cream Silk’s promotion
● 200 choices of shampoo with packages bring
benefits of repair, protection, hydration,
control, and nourishment
● Many types of products: gels, mousses,
hairsprays, shine enhancers, and conditioners
CONSUMERS
Finds it hard to choose what to
buy
=> Ad agencies must create
effective messages to reinforce
current brand loyalty or persuade
consumers to try a new brand
THE MAIN COMPANY
Unilever and Cream Silk’s promotion
TIME-CONSUMING
CHOOSING HAIR
PRODUCTS
Many shoppers spend
about 20 minutes in this
aisle when they select a
shampoo brand
Pressure to create
effective messages to
persuade customers
to try a new brand
and product.
Relies heavily on
television, print, the
Internet, and outdoor
advertising (billboards)
and using celebrity
endorsements.
Hair care products advertisement
CHOOSING HAIR
PRODUCTS
Many shoppers spend
about 20 minutes in this
aisle when they select a
shampoo brand
Pressure to create
effective messages to
persuade customers
to try a new brand
and product.
Relies heavily on
television, print, the
Internet, and outdoor
advertising (billboards)
and using celebrity
endorsements.
Hair care products advertisement
End of preview
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