Harvard Business Review Case Study
Johnson Wax: Enhance (A)
1. How is Enhanced positioned? Does this position make sense? Why/not?
2. Would you recommend sampling? Why/not? (show your calculations)
3. As John Sherman, what would you recommend be done with Enhance?
Johnson Wax: Enhance (A)
1. Enhance is targeted towards women 25-45 years old with dry hair. During ASSESSOR's Advertising Recall, total unaided recall for Enhance was 76%; among those who recalled the Enhance ad, almost 50% recalled that Enhance was "for dry hair". The perceptual maps in Exhibit 3 showed that Enhance was positioned 1) med/high conditioning; med/low clean, and 2) med/high conditioning; medium effects on hair.
This positioning doesn't make sense.
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If the values in the table are calculated with Excel's solver (assuming linearity), then it is highly apparent that sampling would not be practical. To reach a target market share of 10%, we would need to deliver $93. million in samples (this would get 6.1% market share. 6.1% + 3.9% (page 10) = 10%).
3. On the Conditioning/Effects-on-Hair perceptual map, Enhance is almost where it needs to be on Conditioning quality, but much lower on Effects than where the ultimate target is. Enhance's repeat users like it for its manageability/effects qualities. Therefore, the product needs to be marketed for "manageability" instead of for "dry hair".
As John Sherman, I would recommend that Enhance be marketed for its manageability. There is very high product awareness for Johnson products (76% unaided recall for Enhance with 50% recalling that it was about "dry hair"). If that perception were changed towards "manageability/effects", then Enhance can position itself where it can be most effective. Enhance is already liked for its manageability and not for its conditioning qualities so it makes sense to target the audience where our product is liked the most (42% vs 11%).
I wouldn't recommend reformulating the product for more conditioning perception (even though it is 33% in relative importance) because Enhance is already succeeding in manageability/effects (which
The Minoxidil in ReGen's formula is especially potent because it is not diluted and the formula also contains a special enzyme that converts Minoxidil into its strongest form. This combination makes ReGen work faster than most other hair growth products, with users reporting significant changes in as little as four months.
Get one of these Flat Irons and make an implication on the hair as there are improvements in quality of the hair follicles and impressive results are seen when this device is implied with use which is positive and actually looks to get you to change the way your hair is managed and you can just trust on the results as time progresses to get the best and most wanted assertions you care about.
Why is it important to promote additional products and services to the client and how will this benefit them? It is important because it benefits both the client and the salon and it acts as a form of advice and support for the client’s beauty needs and it helps the salon to succeed financially in a competitive market. This will benefit the client because it will let the client know what is best for them with regard to their beauty routine. It will make them feel like a valued customer and it will empower the client to feel informed about their beauty needs and enhance the treatments that they receive from the
The day of the 5th grade wax museum of the 2012-2013 school year at Polenta Elementary. It was spring, but the temperature outside was in the 80s. I was playing as Paul Revere which I was the only girl to do so. When other kids would come and press the button on my hand I would speak my lines that I had learned to say from the research I had done. I sat between Pocahontas and JFK, two figures that weren't even in the same time period as Paul Revere had been.
The obvious benefit of targeting this particular blue chip market segment as addressed in the second problem could be both monetary and that a greater number of market leads can be fed into the software when mining a larger market and could lead to minimization of the confidence interval error ratio. However mid-size markets and companies who are players in this segment should not be ignored. The problem in ignoring them is that MarketSoft is leaving a large segment of the market unattended and these mid-level companies have a potential to grow into larger corporations. By ignoring this market segment MarketSoft will essentially have lost an opportunity to have developed a future clientele base
It ought to be enhanced so that the hair is only the right length at the right places in order to splendidly supplement the
In the midst of a global recession, Clayton Industries is challenged by a diminishing demand for their product and rising variable costs. These issues are further compounded by stiff market competition that
Paul Mitchell School education would benefit your career goal by leading me in the right direction of success. Knowing that Paul Mitchell would prepare me with the right skills and knowledge it’s going to help me in perusing a career in the beauty industry .I’m also aware that Paul Mitchell counts with many amazing professors and also brings in so many guest artists, it makes me realize on how much I could learn from them as well on how many amazing opportunities there are out there to meet people and make important connections that in the future it would benefit me with job after completing school. I am more than excited to be a part of Paul Mitchell and give my all and become a
his regret because he has so little time to accompany his old father, his children.However, Bauby
Columbia Junior High, gateway school from middle school to high school. Several little things can decide if you are to become a successful student. However, if you make the wrong decisions, you can end up failing in classes, and you will not be as academically prepared going into your freshman year. On the other hand, if you supervene some simple guidelines, you can begin, and finish your 8th grade year while accomplishing achievements that you never could done before.
(20,000 (target market) x 30%) X 2 = 12,000 visits eating and drinking. Of these 12,000 visits, 40% would use the internet service, so 12,000x40% = 4,800 computer users.
This ad was taken from the Women’s and Health magazine, a magazine that targets women starting from teenagers that are searching for perfection to old women who lost confidence and are searching for it. It’s for the middle-class women that are interested in their health and appearance. This shampoo would give them a young and healthy hair filled with joy and happiness that most of the people lack these days.
3) Capitalize on the renewed strength on the brand name by extending it to other mens’ grooming products.
Located to the northwest of Los Angeles, Hollywood is known as a center of film history representing the entertainment and film industry of United State. The Hollywood Boulevard is also a home of many movie stars who are famous all over the world and supported by lots of fans. To satisfy the fans’ dream of seeing their idols in person, in 1965 the Hollywood Wax Museum was built and made up with the wax figures featuring the replicas of celebrities.
Using elements of the client’s own blood (plasma) hair follicles are stimulated, promoting new hair growth.