Date post: | 23-Jun-2015 |
Category: |
Marketing |
Upload: | james-cherryfield |
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Freshlight Foam
by Schwarzkopf
Outline
1.Company’s Profile
2.Market & Segmentation
3.Customer Analysis
4.Marketing Environment
5.Competitive Position
6.Marketing Strategy
7.Marketing Mix
8.Conclusion
1. Company’s Profile
Henkel
• Founded in 1876
• Supplies household products
• Acquired Schwarzkopf in 1985
Henkel
Purex Schwarzkopf Loctite Persil
• Founded in 1902
• Hair care products
1. Company’s Profile
Product Lines under Schwarzkopf
• Hair products (Tangible goods)
• DIY
Schwarzkopf
3D MenSion Osis Palette Freshlight
Freshlight
FreshlightFoam
Freshlight Foam
2. Market
Market Demand
• Cover up grey hairs
• Culture and Lifestyle
Market Size
• Huge
2. MarketMarket Segment by benefits sought
Hair Styling
Hair Colour
Hair Care and Repair
Target Market• Female
• Age 15-25 years old
• Lifestyle
3. Customer Analysis
Consumers’ Response
PROs
• Easy to purchase and apply
• Standardized quality
• Effective price
CONs
• Colors seem to be washed out quite fast
4. Marketing Environment
Cultural
• Adaptive to changes and new innovations
• Knowledgeable
Technological
• Social media network
Natural
• Awareness of side effects and allergic reactions
Demographics
• Age 15 to 25: Generation Y
Economics
• Majority are low to middle class
5. Marketing Strategy
May 2010
2009April 2011
5. Marketing StrategyStrategies via social media
6. Marketing MixProduct
•Freshlight
–Freshlight Foam
Price & Promotion
• Standard price: 350 Baht
• Promotion
• Price Reduction
• Free Gift
• Awareness
• Social Media
• Mass Media
6. Marketing Mix
Brand Licensing
Brand Image
Blythe
6. Marketing MixDistribution Channel
6. Marketing MixDistribution Channel
7. Competitive Position and Market Share
• Growing since 2003
• Valued at 1,240 million Baht
• Divided into 3 sub-market
– Permanent: 96%
– Semi-Permanent
– Temporary
7. Competitive Position and Market Share
• Market leader
• Others are shared among competitors
– Direct competitor
• Liese, Beauteen, Z-Cool, Palty
– Indirect Competitor
• L'oreal, Bio Woman, Lolane etc.
Hair Color Market Share
Schwarzkopf
Many other brands
25%
Hair Color Market ShareFreshlight
Foam6.9%
Conclusion• Customer Relationship