AFOP-4,IIM Bangalore 1
Experiental Marketing
Positioning of Hair Shampoos in India
Presented By:K RamakrishnaEmail:[email protected] Bangalore27 May 2010
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Segmented on Benefits/Premium Platform
Leading Hair Shampoos - Segmentation
•Sunsilk•Clinic Plus•Pantene
Cosmetic
•Clinic All Clear•Head & Shoulders•Dabur Vatika
Anti Dandruff
•Ayush•Dabur Vatika•NyleHerbal•Dove•Revlon Flex•L'Oreal
Premium
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Scales Used◦ Semantic Differential Scale
Mixed Polarity Scale 1->5 indicating +ve to –ve◦ Likert Scale
<3 : Disagree , 3- Neutral , >3 Agree Positioning plotted as per the data in the case Analysis of Imagery as per the data given in the case
Results from Respondents
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Results – Overall Benefits
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Positioning Strategies- Overall Benefits
Economy
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Results – Anti Dandruff
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Anti Dandruff Positioning
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Sunsilk◦ The ad was showing a happy woman bouncing off
her hair ,which was meant to strike an emotional cord but did not emphasise on the functional benefits of the shampoo, though the positioning strategy did have functional propositions
Pantene◦ Only Content of the Shampoo was highlighted – Pro
V amino acids but did not touch on the other experiences of Sense, Feel as per their postioning strategy
◦ Ads were making a functional points more than other experiences of Sense,Feel
◦ Shiny Black hair was associated with this Ad – Plus point
Imagery Analysis
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Dove◦ Gains its premium image from other
brand variants such as Dove Soap (Positive Brand Leverage)
◦ Purely Focused on function benefit◦ Contents/Integredients are a major
showcase in the ad
Chik◦ Ad clearly postions the brand as
economy brand◦ Demonstrates confidence in public
about the smooth,untangled and silky hair
Imagery Analysis
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Head & Shoulders◦ Ad focuses on clearing of dandruff◦ Assurance by Dermatologists to gather confidence◦ Ad is boring and educational
Clinic All Clear◦ Ad Focuses on Hairfall and Dandruff◦ Men in the Ad (for explicit positioning)◦ Did not touch the experiences of Sense and Feel
Imagery Analysis
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Brand Analysis wrt Experiental Marketing
Postioned as General Shampoo in 1964•Did not position itself on Act,Think,Relate aspects•Functional benefits are not associated with brand•Feel Good factor over emphasised to strike emotional chord• Launched under different variants and fruitamins
Functional Benefits are most emphasised•Ads reinforced functional points •Positioned as the Brand that makes hair healthy, black and shiny• Price has been an important strategy for positioning in recent past
Moisturizer based differentiation•Application experience : Mildness Connotation•Did not use Feel, Act and Relate experiences•Leverage of existing brand strength•Premium offering – not concentrating that much on the functional aspect
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Brand Analysis wrt Experiental Marketing
Positioned as Economy Brand for bottom of pyramid•Feel, Act , Think, Relate experiences missing•Beautiful Hair and Fragrances are the only benefits emphasised (Sense experience)
Positioned clearly as Anti Dandruff Shampoo•Brand only brings out the association with functional benefits•An endorsement by Dermatologists is seen as “Trust” building measure for the brand (Relate Experience)•Positioned with a Unique Microbial Agent – Content emphasis
Positioned as Anti Dandruff Shampoo exclusively for men•Feel, Act , Relate,Think experiences a total miss•Brand is strongly positioned for Hair fall control and Dandruff Control•Using Celebrities for campaigns•Repositioning itself to “Soft and Silky hair”
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An Office going woman, after her work in evening comes out of her office smiling happily , confidently and her straight long silky hair blowing with the breeze without getting entangled, All her male colleagues start staring wildly at her. She then enters the office gym, changes into her sports wear, with a completely different look of her hair tied ,pulled so tightly , indicating the strength of her hair, for withstanding to the gym exercises. The ad ends with a display of beautifully designed shampoo bottle(functional benefits by voice ), which her jealous lady colleagues are fighting to get a hand on one
Experiental Ad – OB Category
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Listening to a dance number, a romantic couple in a black attire starts dancing wildly , shaking their heads, the lady, who’s got long beautiful black silky hair, see’s the dandruff on his shoulders and gets irritated and passes on her Anti Dandruff shampoo bottle to the guy while performing a jive. The guys goes and takes a bath with the shampoo(background voice talking about the contents which remove the dandruff, various fragrances) and comes back to the dance floor, fresh fragnance filling the room , catching the attention of the lady, comes back shaking his head with confidence this time, smiling happily and dancing again wildly with his partner
Experiental Ad – Anti Dandruff
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Sense – Silky ,Soft, Shiny long black hair, Strong Feel – The lady is happy, smiling, confidently walking out of
office without bothering Think – Other ladies fighting for the bottle for similar
benefits Act – Beautifully designed bottle , Functions Relate – Trust Activities – Gym/Sports
OB Category Imagery -Differentiators
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Sense – Anti Ddruff, Fragnance, Soft, Silk Feel – The man likes the shampoo,very happily comes back Think – Variety of fragnances Act – Beautifully designed bottle , Functions Relate – Confidence,trust passed over from the lady Interests –Music
Anti Dandruff Category Imagery-Differentiators
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Assigned Numerical Values for 5 types experiences to every brand’s Imagery on a scale 1-5
Positioning Diagram for Imagery
Positioning Diagram - OB Category Sunsilk Pantene Chik New
Sense 2.5 3 2 3Feel 2 1 0 2
Think 0 0 0 1Act 1 2 0 2
Relate 0 0 0 1
Positioning Diagram - AntiDandruff
Head &
Shoulders Clinic All Clear New
Sense 1 1 3
Feel 0 0 1
Think 1 0 2
Act 2 2 2
Relate 2 2 2
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Positioning Diagram –OB Category
Sense
Feel
ThinkAct
Relate
0
2
4
SunsilkPanteneChikNew
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Positioning Diagram –AD Category
Sense
Feel
ThinkAct
Relate
0
2
4
Head & ShouldersClinic All ClearNew