The document analyzes the shampoo and bath products industry, provides an overview of E-Care's target markets and competitors, and makes recommendations for E-Care's product offerings, features, and advertising strategy focused on natural and organic children's shampoo and bubble bath products targeted towards women aged 18-34.

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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.

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

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

7. Perceptual Map

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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. 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.

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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. 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. E -ca re!

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. 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. 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. Shampoo boKle prototype

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. 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.

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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. 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. 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. 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. 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. 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.

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