Plush shampoo is launching in India to compete in the cosmetic shampoo market. It has three variants containing herbs and fruit extracts. The target audience is females aged 20-40 in tier 1 and 2 cities who want complete hair care from a single bottle. Plush shampoo claims to contain natural solutions for all hair problems like damage, dandruff, and hair loss in one bottle unlike treatments from salons that do not provide satisfaction. It positions itself as a problem solver that untightens hair without issues.
This document provides information about CavinKare's rural marketing project for their Chik Shampoo sachets. It discusses CavinKare's company profile, products, competitors, marketing strategies, and how Chik Shampoo was developed to target rural audiences through affordable sachet packaging and effective communication strategies emphasizing the benefits of shampoo over soap for hair care. Key highlights include CavinKare achieving a 19% market share in shampoos through Chik and Nyle, and their pioneering of sachet packaging which expanded access to shampoos in rural India.
Sunsilk is Unilever's leading hair care brand sold in 80 countries worldwide. It holds 20% of the hair care market share in Asia and focuses on providing solutions for soft, shiny, and manageable hair. Sunsilk differentiates itself by co-creating products with 7 hair experts to address specific hair issues and needs. Its target market is women ages 16-40 from middle and lower income families.
Head & Shoulders is the number one anti-dandruff shampoo brand in the world. When it launched in India in 1997, it fueled growth in the anti-dandruff segment, which now makes up 15% of the total shampoo market. Head & Shoulders targets higher middle class, brand conscious consumers and positions itself as a mild yet effective anti-dandruff product compared to competitors like Clinic All Clear. It has established itself as a strong brand through differentiation, variety of products, effective marketing campaigns, and brand loyalty.
This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.
Plush shampoo is launching in India to compete in the cosmetic shampoo market. It has three variants containing herbs and fruit extracts. The target audience is females aged 20-40 in tier 1 and 2 cities who want complete hair care from a single bottle. Plush shampoo claims to contain natural solutions for all hair problems like damage, dandruff, and hair loss in one bottle unlike treatments from salons that do not provide satisfaction. It positions itself as a problem solver that untightens hair without issues.
This document provides information about CavinKare's rural marketing project for their Chik Shampoo sachets. It discusses CavinKare's company profile, products, competitors, marketing strategies, and how Chik Shampoo was developed to target rural audiences through affordable sachet packaging and effective communication strategies emphasizing the benefits of shampoo over soap for hair care. Key highlights include CavinKare achieving a 19% market share in shampoos through Chik and Nyle, and their pioneering of sachet packaging which expanded access to shampoos in rural India.
Sunsilk is Unilever's leading hair care brand sold in 80 countries worldwide. It holds 20% of the hair care market share in Asia and focuses on providing solutions for soft, shiny, and manageable hair. Sunsilk differentiates itself by co-creating products with 7 hair experts to address specific hair issues and needs. Its target market is women ages 16-40 from middle and lower income families.
Head & Shoulders is the number one anti-dandruff shampoo brand in the world. When it launched in India in 1997, it fueled growth in the anti-dandruff segment, which now makes up 15% of the total shampoo market. Head & Shoulders targets higher middle class, brand conscious consumers and positions itself as a mild yet effective anti-dandruff product compared to competitors like Clinic All Clear. It has established itself as a strong brand through differentiation, variety of products, effective marketing campaigns, and brand loyalty.
This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.
The document discusses the evolution of marketing from traditional advertising approaches to more modern customer-centric approaches. It notes two key problems with traditional marketing: 1) advertising alone is no longer enough to ensure product success due to information overload, and 2) products need to be remarkable in their own right to attract customers. The document advocates developing products and services that create new market spaces rather than competing solely based on advertising or in existing crowded markets. It provides examples of companies like Apple that have reinvented product categories through innovation.
Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.
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The document discusses how marketing and brands must change and adapt to the new digital consumer reality. It notes that traditional marketing approaches are outdated as consumers are now more informed and connected due to digital technologies. Brands must focus on innovation, experiences, and building emotional connections with consumers in order to succeed. The future of marketing and brands involves more collaboration and co-creation with consumers through digital channels and content.
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- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
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This document discusses the history and evolution of marketing from early barter systems to modern digital marketing approaches. It outlines several eras of marketing orientation including production, product, and market orientations. More recent developments discussed include relationship marketing in the 1990s, the emergence of societal marketing in the 1960s, and the rise of digital marketing. The future of marketing is predicted to involve greater customization of products, leveraging of social networks, and innovations in digital marketing techniques.
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With «Social Sales», you can focus on what is really important: The people and social relationships behind the opportunity. It provides a fresh approach to master the complexities of B2B sales by capitalizing on the social capital of your company.
This book is targeted to sales, account, marketing and business managers applying «Social Sales» to hunt and farm new business.
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This document discusses the future of advertising and marketing based on insights from BSI, an advertising agency. It notes that the future of advertising is not traditional advertising, as it now takes 85 exposures to reach 50% of the population, compared to just 3 exposures in the past. The document contrasts old branding rules like investment and repetition with new rules like ideas, conversation, surprise, and treating everything as branding. It suggests companies look within for distribution opportunities, invent new media, use targets as ambassadors, and develop content that can get press coverage.
This document summarizes the responses from various marketing experts who participated in a "mad libs" style game to provide advice on key marketing trends. The experts filled in blanks on topics like the biggest mistakes in marketing automation, underrated marketing strategies, and traits to look for in new marketers. Their responses emphasized the importance of content marketing, customer experience, storytelling skills, and providing useful content to audiences.
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Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.
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This document discusses marketing strategies for Marketing 3.0. It begins by outlining key forces shaping the business landscape, including the age of participation/collaboration, globalization, and the creative society. It then discusses the evolution from Marketing 1.0's product-centric focus to Marketing 2.0's consumer-centric approach to Marketing 3.0's human-centric, values-based model. The rest of the document provides examples of how to market a company's mission, values, and social impact to key stakeholders like consumers and employees to achieve the goals of Marketing 3.0.
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- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
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10. The management process
responsible for identifying,
anticipating and satisfying
customer requirements profitably.
The Chartered Institute of Marketing, 1976
11. Marketing is the social process by
which individuals and groups obtain
what they need and want through
creating and exchanging products
and value with others
Philip Kotler
12. Because the purpose of business is to
create a customer, the business enterprise
has two - and only these two - basic
functions: marketing and innovation.
Marketing and innovation produce results;
all the rest are costs. Marketing is the
distinguishing, unique function of the
business.
Peter Drucker, 1973
31. old ideea of communication: throw the
message to as many as possible and wait
for recognition
new idea of communication: choose the
relevant context, involve people & let them
viralize
32. Back to what marketing used to be:
it changes more than one P
34. Marketing is not about selling stuff, it's
about giving the participant a reason to
buy stuff.
H.T.
35. The goal of marketing is not to win the
battle of stories (as is the case in the
traditional media marketing), but to
understand the abilities, emotions and
activities of a situation – the context – and
add deliberate value to it.
Making it better, becoming indispensible as
a value provider, and gaining ownership to
people through direct relations with them
over time...
Helge Tennø