Marketing planning] Gone with the Wind film shampoo marketing plan case – shampoo, Pantene shampoo – hairdressing industry

consumers to buy shampoo, the shampoo brand conversion market has become a basic consumer buying behavior. According to the survey, 35.5% of consumers bought twice that is not the same brand of shampoo. Gone with the Wind film market share is not high in the case, you can more easily attract innovative consumers.

consumers feel the difference on the brand down market by advertising shampoo or less the same effect. Such as Procter & Gamble’s Rejoice, Head & Shoulders, Pantene, Vidal Sassoon four brands have more than 20 different effects to. This is obviously non-professional consumer is over-segmentation, and so consumers are faced with difficult judgments and choices. Therefore, the floating film series P & G shampoo can be used to carry out this flaw in the marketing campaign product market segments.

increasingly rational consumers more price sensitive. Relatively similar other brands, Gone with the Wind movie Shampoo with plant extracts existing price advantage. 400 ml / bottle of shampoo, Gone with the Wind film plant essence shampoo market leader in retail prices only?? Rejoice in the 1 / 2.

4. Threat: P & G has more loyal consumers. Although the brand of shampoo market transformation has become a basic consumer buying behavior, but some consumers switch brands to buy P & G is converted to another brand of shampoo only.

(D) Analysis of Gone with the Wind film products

1. Egg shampoo detergent: a new efficient plant extract formula, hair double effect significant; contains extracts from the egg white in a variety of essential nutrients, can deeply nourish hair, a unique formula; a comprehensive upgrade of the effects of composite formula more effective removal of stubborn dandruff and hair and hair roots continued conservation, long-term use, dandruff completely disappeared, healthy hair easily.

2. Green tea shampoo detergent: from natural green tea extract contains polyphenols, tannins, vitamin C and other activity of essential ingredients to deep clean hair of pollutants, and sustained maintenance of hair and hair roots; comprehensive special effects composite dandruff formula to upgrade to more effectively remove stubborn dandruff and scalp and hair sustained conservation of the root, the regular dandruff completely disappeared, the hair is more healthy, active; foam delicate rich, fresh and pleasant aroma.

3. Seaweed Shampoo detergent: Contains extracted from natural seaweed alginate, sodium alginate and other activity of essential elements, with cool, sterilization, disinfection effectiveness, let your hair does not completely get rid of itching troubles; unique algae plastic essence, it enables easy to comb hair supple, smooth and moist, more flexible, health and vitality.

4. Aloe Shampoo detergent: Contains aloe extracted from natural amino acids, active enzymes essential ingredients, with nourishing hair follicle cells activate, repair damaged hair and features. Accompanied by AHA Moisturizing Factor, steady stream add the necessary nutrients and moisture hair to keep hair in perfect balance between nutrition and water; a comprehensive upgrade of the Gentle formula, make your hair quickly absorbed by the roots penetrate to the tips of the hair, making hair supple rapid recovery and shiny, and thus more healthy vitality.