Advertising Strategy for Anti Dandruff Shampoo

4072 Words Jul 9th, 2012 17 Pages
SITUATION ANALYSIS
The total market value of the anti-dandruff market in 2010 is at 3079.69 million baht, which makes up 31.95% of the total shampoo market. This anti-dandruff market has experienced steady growth over the last few years, most recently 2009 to 2010 the market grew by 3.60%. Clinic Clear and Head & Shoulders are the two main players in the anti-dandruff shampoo market having market share of 17.7% and 8.8% respectively (as of May 2011).

Head & Shoulders is the #1 anti-dandruff shampoo in the world in terms of sales. In Thailand, Head & Shoulders came into the anti-dandruff market after Clear and presently Clear has a little over twice the market share than Head & Shoulders. Both players have highly
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A good level of education and a decent level of income (middle to upper class) will be beneficial to us as we know our target segment can afford our products and understands the benefits that are being communicated to them either technically or in an abstract sense.

CUSTOMER INSIGHTS Young teens tend to be open minded and accept to try new things, a majority are tech savvy, high susceptible to peer pressure and celebrity influences, and lastly have a high need for attention and social acceptance. These are important young teen insights that will be useful and will be discussed when we design later part of the strategies and objectives. In coming up with the customer insights, brain mapping and the Theory of Reasoned Action are used for Head & Shoulders.

The results from the brain mapping for both Head & Shoulders and Clear in Figure 1 indicated that Head & Shoulders is being negatively viewed as old fashioned and as a drug but also has good points as being an expert and efficient in treating dandruff. Clear on the other hand is viewed as being more of a beauty shampoo, having a cool, fresh, and sporty factor.

Figure 1 – Brain Mapping for Head & Shoulders and Clear

In evaluating the consumers’ belief, attitude, and behavior toward Head & Shoulders we applied the Theory of Reasoned Action. The beliefs that we chose are

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