Tresemme presentation

1. Final
Project
TRESemme
Name- Ankit Sinha
Uid-2022-2107-0001-0019
Marketing Analytics

2. Introduction

3. Porter’s 5 Forces Model
Bargaining Power of the Buyers
The bargaining power of buyers in the FMCG sector is high, as
consumers have access to numerous products and brands.
Bargaining Power of Suppliers
suppliers have limited bargaining power due to the large number of
suppliers available and the low switching costs.
Extent of Competition
As more businesses enter the market, the FMCG sector has
become increasingly fragmented.
Threat of Substitutes
The market has significant number of brands which makes it easy
for customers to transition from one product to another.
Threat of New Entrants
The FMCG sector has a relatively low barrier to entry, with new
players entering the market frequently.

4. SWOT
1
2
4
3
SWOT
Weaknesses
High levels of competition
Product differentiation
Price sensitivity
Threats
Economic downturns
Regulatory changes
Disruptive technologies
Brand recognition
Economies of scale
Wide distribution networks
Strengths
Opportunities
Growing demand for organic and
healthy products
Emerging markets

5. • The target market
segment of Tresemme is
young female. The young
females age between
18and 30.
• People who are looking for
high-quality, salon-grade hair
care products.
• People who live in urban
areas or metropolitan cities.
STP Analysis
Segmentation Targeting Positioning
Tresemme positions its
salon-grade shampoo
product as an affordable,
high-quality alternative to
more expensive salon
products.

6. Tresemme's salon-grade shampoo
product is a high-quality hair care
product that is designed to provide
customers with salon-grade results
at home.
. It is priced higher than mass-market
shampoos but still significantly less
expensive than professional salon
product
Advertising
Influencer marketing
Sales promotions
Content marketing
Tresemme's salon-grade shampoo
product is available in most retail
stores that sell hair care products
such as pharmacies, supermarkets,
and big-box stores.
Marketing Mix

7. Competitor Analysis
1. Pantene: Pantene is a major competitor of Tresemme in the hair care industry. Both
companies offer a similar range of hair care products, and both companies compete
on price and quality.
2. Head & Shoulders: Head & Shoulders is another major competitor of Tresemme,
particularly in the anti-dandruff shampoo market
3. L'Oreal: L'Oreal is a major competitor in the broader beauty and personal care
industry. The company offers a wide range of hair care, skincare, makeup, and other
products. While Tresemme has a strong focus on hair care, L'Oreal has a more diverse
product range and a strong global presence.

8. B2C
Part A

9. Market size
Tresemme
The firm has a market share of 47 percent and it is
valued to be over Rs 5,200 crore. P&G follows it with
a market share of 21 percent and it has been facing a
shrink in the market share in the past couple of years.
The firm witnessed only half its market growth of 3
percent in the last year.

10. Target Market
1. Demographics: Tresemme's target market includes both men and women of all
ages who are interested in maintaining healthy and stylish hair.
2. Psychographics: Tresemme's target market values quality, convenience, and
affordability in their hair care products. They are willing to invest in their hair care
routine but do not want to spend a lot of money on expensive salon treatments.
3. Behavior: Tresemme's target market is regular users of hair care products and
spends time and money on maintaining their hair.
4. Geographics: Tresemme's target market is primarily urban and suburban, as
these areas have a higher concentration of salons and beauty supply stores where
Tresemme products are available.

11. Perceptual Mapping

12. Consumer buying journey of Tresemme
Awareness Research
Purchase Post-purchase
evaluation
Consideration
Loyalty

13. BCG
Tresemme's salon-
grade shampoo
product can be
considered a star
product as it has high
market growth and
high market share.
Tresemme's basic hair
care products like
shampoo, conditioner,
and hair treatments can
be considered cash cow
products, as they have
low market growth but a
high market share.
Tresemme's newer hair care
products or those that have not
yet gained much market share
or attention can be considered
question mark products.
Tresemme's non-hair care
products, such as skincare or
body care, can be considered
dog products, as they have
low market share and low
market growth.

14. Typical Buying Center

16. Target Market Identification
1.Salons and Hair Stylists: Tresemme may target salons and hair stylists who use
its products on their clients. The brand has a range of products that cater to
professional hair care needs, such as Tresemme Keratin Smooth Serum, Tresemme
Extra Firm Control Mousse, and Tresemme Tres Two Ultra Fine Mist Hair Spray.
2. Retailers and Wholesalers: Tresemme may also target retailers and wholesalers
that sell hair care products to consumers. The brand may offer bulk discounts or
special promotions to these businesses to encourage them to stock and sell its
products.

18. The B2B Buying journey & Typical Buying Center
Problem
recognition
Information Search
Purchase Post-purchase
evaluation
Evaluation of
alternatives
Loyalty

19. Market Size
According to a market research report by Grand View Research, the global B2B hair care
market size was valued at USD 14.5 billion in 2020 and is expected to grow at a compound
annual growth rate (CAGR) of 5.8% from 2021 to 2028. The report also states that the
growing demand for hair care products among commercial businesses, such as salons, spas,
and hotels, is expected to drive the market growth.
Another report by Technavio estimates that the global B2B shampoo market size will grow by
USD 1.43 billion during 2020-2024, with a CAGR of over 3%. The report also identifies the
increasing demand for organic and natural hair care products as one of the key market trends
driving growth.

20. The major factors driving the demand for the
product
1. Brand Recognition- Tresemme is a well-established brand in the hair care industry,
and its products are widely recognized and trusted by consumers and businesses alike.
2. Product Range
3. Value Proposition
4. Innovation
5. Sustainability
6.

21. Selling tactics in B2B
1.Personalized Sales Approach: This approach may involve building relationships with customers by
providing customized solutions and offering ongoing support.
2. Product Demos: Tresemme's sales representatives may conduct product demos to showcase the
quality and effectiveness of the company's hair care products.
3. Industry Events: Tresemme may also participate in industry events such as conferences, trade
shows, and seminars to showcase its products and engage with potential customers.
4. Bundling and Discounts: Tresemme may offer bundling and discount options for customers who
purchase multiple hair care products or make larger orders.
5. Customized Solutions: Tresemme may also offer customized solutions for businesses with specific
hair care needs. This may include developing custom hair care products or providing personalized
support and training to businesses.

22. Critical evaluation of the Digital Campaigns and a
Conventional Media Campaigns used in B2B
Markets
Cons:
-Reduced Attention Span
-Ad-Blockers
Pros
-Wider Reach
-Measurable Results
- Interactive

23. Thank
You!