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Syracuse Packaging

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Syracuse Packaging

  1. 1. ks ! e Broo Camill Phoen ix Huan g!
  2. 2. Industry
Overview
 • 


In
the
U.S.,
sales
of
shampoo
and
condi5oner
reached
$5.3
 billion
in
2007,
an
increase
of
6.4%
in
current
prices
from
the
 previous
year.
 • 


A
2008
Mintel
research
forecasts
that
the
shampoo
and
 condi5oner
market
will
increase
24%
by
2012.
 • 


However,
the
bath
products
segment
(bubble
bath
and
bath
 fragrances),
is
declining
as
consumers
switch
to
more
liquid
body
 washes.

  3. 3. mp etit ive! Co na lys is! A
  4. 4. Compe33on
 • 


Given
E‐care’s
price
range,
we
selected
the
industry’s
compe5tors
 based
on
price,
analyzing
private
and
premium
labels.

 • 


Two
categories:

 





‐“low
price,”
with
an
average
price
of
$2.25

 





‐“high
price,”
with
an
average
price
of
$4.00+


 • 


Due
to
the
lack
of
shelf
presence,
generic
brands
were
not
 included
in
our
compe55ve
analysis.

 • 


We
also
conducted
a
brief
survey
among
E‐care’s
poten5al
target
 group.

  5. 5. Low‐End
Compe3tors
 Top
compe(tors
with
average
price
of
$2.25

  6. 6. High‐End
Compe3tors
 Top
compe(tors
with
average
price
of
$4.00

  7. 7. Perceptual
Map

  8. 8. P rod uct U sa ge!
  9. 9. Bubble
Bath

 • 

Trends
forecast
a
decline
in
sales,
as
consumers
are
finding
liquid
 body
soaps
more
versa5le
and
cost
effec5ve
(“Soap,
Bath
and
 Shower
Products,”
2008).
 Source:
Mintel/based
on
Information
Resources,
Inc.
InfoScan
®
 Reviews
Information

  10. 10. Shampoo
&
Condi3oner
 Usage
of
shampoo
and
condi3oner
by
age:
 • 


Women
are
generally
more
ac5vely
involved
in
hair
products
than
men.
 • 


Women
perceive
themselves
as
having/experiencing
more
hair
 
problems
than
men.

 • 


Age
18‐24
generates
the
highest
average
use
of
both
shampoo
and
 
condi5oner.
 Types
of
Shampoo
&
Condi3oner
Used
by
gender:
 • 


Women
tend
to
use
more
specialized
shampoo
products
 
 
at
a
higher
rate
than
men.
 • 


Even
though
gray
hair
is
rated
as
the
highest
concern

 
for
hair
problems,
both
men
and
women
claimed
an

 
insignificant/lowest
percentages
in
using
gray
hair

 















specialized
shampoo.

  11. 11. SW OT na lys is! A
  12. 12. Strengths
&
Weaknesses
 Strengths:
 •  Within the bath products segment, companies with an emphasis on natural and children’s products are in demand. •  Since there are multiple niches within the shampoo category, consumers are willing to pay for products that will address their own personal hair needs. Weaknesses:
 • 


The health and beauty industry is very cluttered so it makes it challenging for a new brand to stand out. •  The bath products segment, in particular, is declining as more consumers switch to liquid body washes.
  13. 13. Opportuni3es
&
Threats
 Opportunities: •  Although children’s products and natural/organic bath products are currently in demand, there seems to be little to no organic children’s bath products. •  Most female consumers in our research findings think smell is the most important factor for them to make the purchasing decision; this will be a good opportunity to go in developing an enduring smell shampoo. Threats: •  Big companies have large budgets for advertising spending. •  More retailers are trying a variety of approaches to strengthen the mass market specialty category by creating their own product lines, particularly in the bath and skin care categories.
  14. 14. E -ca re!
  15. 15. Bubble
Bath
 •  Women aged 25-34, with children between 0-7 years old. - Personal traits: High strung and tense, adventurous, aggressive, average impulse buyers, average brand loyals, early adopters. •  Blacks and Asians show a high propensity to use bubble bath. •  59% parents responded that they choose the brand of bubble bath; 39% responded they decide with children. •  Are 37% more likely to use bubble bath about 4-5 times in a week. •  Bottles that double as toys are considered desirable. •  Importance of natural products is stated.
  16. 16. Shampoo
&
Condi3oner
 •  Women aged 18-34 - Personal traits: Careless, demanding, egocentric, headstrong, tense and excitable, early adopters, impulse buyers ,not brand loyal. •  33% more likely to use shampoo 8-9 times a week; conditioner 7 or more times a week. •  Nearly 80% report using shampoos and conditioners specifically designed for their hair type. •  92% stated that they prefer shampoos that lather up well. •  Colors and smell play an important role in purchase decision. •  Scents mentioned as being "relaxing": cucumber, coconut, lavender, watermelon, raspberry, rosemary, rose, lily and vanilla; fruity scents. •  Natural ingredients like aloe, cocoa butter, special herbs considered important. Also, respondents looked for alcohol-free shampoos. •  Emphasis on natural and organic, environmentally friendly products.
  17. 17. Product
&
Feature
 Recommenda3ons
 Shampoo
&
Condi(oner

 • 


Size:
12.5
oz
 • 


Top
3
shampoo
types
 ‐
For
color
treated/
permed
hair
75%
 ‐
For
extra
body
75%
 ‐
For
damaged
hair
63%

 • 


Top
3
condi5oner
types
 ‐
For
oily
hair
75%
 ‐
Deep
condi5oning
48%
 ‐
For
dry
hair
42%
 Leave‐in
hair
condi5oners
preferred
 
over
rinse
out

  18. 18. Shampoo
boKle
prototype

  19. 19. Product
&
Feature
 Recommenda3ons
 Bubble
Bath
 • 


Size:
12.5
oz
 • 


Packaging/
Design:
Animal
shaped
bocles.
 • 


Color:
Package
color
mimics
the
featured
 
animal’s
color.

  20. 20. Future
Applica3ons
 •  Develop
a
range
of
bocle
sizes
(20oz,
30oz,
50oz).
 • 


Different
segmenta5ons:
age,
gender,
ethnic.
 • 


E‐care
can
include
coupons
on
the
bocle
for
a
discount
for
 
future
purchases.

 • 


Social
causes:
Team
up
with
a
local
non‐for‐profit
 
organiza5on
where
a
por5on
of
the
proceeds
will
be
 
given
back
to
the
community
or
organiza5on.
 • 


Line
extensions:
hair
sprays,
hair
dyes,
detanglers,
gels,
 

hand
soaps,
moisturizers,
etc.

  21. 21. dve rtis ing A Str ate gy!
  22. 22. Posi3oning
Statement
 “To health and beauty-conscious individuals, E-care is the personal care brand that provides natural care to the mind, body and spirit through its dedication to nature and the community.”
  23. 23. Crea3ve
Idea
 •  Tagline: “Nature’s answer for….” - Examples Nature’s answer for tranquil hair Nature’s answer for restful hair Nature’s answer for a charming skin - To be used at all touchpoints including ads and shampoo bottles. •  Logo & Design: - To be used at all touchpoints including ads and shampoo bottles.
  24. 24. Media
Planning
 In Store: •  Using sachets as free samples for the products. •  The shelf itself can be made ‘earthy’, by putting plants or ivy leaves, butterflies and other things of nature in and around the shelf. •  Pamphlets: In order to inform consumers of E-care’s uniqueness, pamphlets will be available on the shelf through a dispenser. •  E-care representative: An E-care shampoo representative will be available on occasion at Wegmans. Time frame: weekdays between 5-7 pm and on weekends. •  Product Integration: E-care shampoos should be placed in both the shampoo and the skin care aisles.
  25. 25. Media
Planning
 Outdoor: •  Product demonstrations: In the parking lots of supermarkets and malls, we will set up booths where there will be a product demonstration by an E-care representative. The rep would actually wash consumers’ hair with E- care shampoos. Free samples of the product will also be distributed to consumers who do not wish to have their hair washed.
  26. 26. Media
Planning
 Internet: •  Website:
A
website
will
be
designed
for
E‐care’s
line
of
 
 
 

products.
 • 


Customized
picture:

 ‐ Consumers
could
upload
their
pictures
and
place
 them
in
to
the
silhouece
logo
of
the
E‐care
line
of
 products.

 ‐

Will
also
have
the
op5on
to
play
around
with
the
 kind
of
hair
they
want,
send
the
picture
to
a
friend,
or
 even
customize
a
friend’s
picture.


  27. 27. Media
Planning
 Contest: •  Conducted within 1-3 months of the product launch. Consumers would answer a question “If E-care is nature’s answer to a beautiful and healthy you, what is your answer to nature?” •  The winner gets to be the spokesperson of the brand for a period of 6 months. The spokesperson can come in TV ads or online video ads. Banner ads: •  Banner advertisements would be placed on various relevant sites to attract consumers to the E-care website.
  28. 28. tion s?! Q ues

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