12. StrengthsâŠ&âŠWeaknessesâŠ
Strengths:âŠ
â˘âŻ Within the bath products segment, companies with an
emphasis on natural and childrenâs products are in
demand.
â˘âŻ 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:âŠ
â˘âŻâŠâŠâŠThe health and beauty industry is very cluttered so it makes
it challenging for a new brand to stand out.
â˘âŻ The bath products segment, in particular, is declining as
more consumers switch to liquid body washes.
13. Opportuni3esâŠ&âŠThreatsâŠ
Opportunities:
â˘âŻ Although childrenâs products and natural/organic bath products are
currently in demand, there seems to be little to no organic
childrenâs bath products.
â˘âŻ 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:
â˘âŻ Big companies have large budgets for advertising spending.
â˘âŻ 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.
15. BubbleâŠBathâŠ
â˘âŻ 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.
â˘âŻ Blacks and Asians show a high propensity to use bubble
bath.
â˘âŻ 59% parents responded that they choose the brand of
bubble bath; 39% responded they decide with children.
â˘âŻ Are 37% more likely to use bubble bath about 4-5 times in a
week.
â˘âŻ Bottles that double as toys are considered
desirable.
â˘âŻ Importance of natural products is stated.
16. ShampooâŠ&âŠCondi3onerâŠ
â˘âŻ Women aged 18-34
- Personal traits: Careless, demanding, egocentric, headstrong, tense and
excitable, early adopters, impulse buyers ,not brand loyal.
â˘âŻ 33% more likely to use shampoo 8-9 times a week; conditioner 7 or more
times a week.
â˘âŻ Nearly 80% report using shampoos and conditioners specifically designed
for their hair type.
â˘âŻ 92% stated that they prefer shampoos that lather up well.
â˘âŻ Colors and smell play an important role in purchase decision.
â˘âŻ Scents mentioned as being "relaxing": cucumber, coconut, lavender,
watermelon, raspberry, rosemary, rose, lily and vanilla;
fruity scents.
â˘âŻ Natural ingredients like aloe, cocoa butter, special
herbs considered important. Also, respondents
looked for alcohol-free shampoos.
â˘âŻ Emphasis on natural and organic, environmentally
friendly products.
22. Posi3oningâŠStatementâŠ
âTo 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.â
23. Crea3veâŠIdeaâŠ
â˘âŻ Tagline: âNatureâs answer forâŚ.â
- Examples
Natureâs answer for tranquil hair
Natureâs answer for restful hair
Natureâs answer for a charming skin
- To be used at all touchpoints including ads and
shampoo bottles.
â˘âŻ Logo & Design:
-âŻTo be used at all touchpoints including
ads and shampoo bottles.
24. MediaâŠPlanningâŠ
In Store:
â˘âŻ Using sachets as free samples for the products.
â˘âŻ The shelf itself can be made âearthyâ, by putting plants or ivy
leaves, butterflies and other things of nature in and around
the shelf.
â˘âŻ Pamphlets: In order to inform consumers of E-careâs
uniqueness, pamphlets will be available on the shelf through
a dispenser.
â˘âŻ 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.
â˘âŻ Product Integration: E-care shampoos should be placed in both
the shampoo and the skin care aisles.
25. MediaâŠPlanningâŠ
Outdoor:
â˘âŻ 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 consumersâ 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.
27. MediaâŠPlanningâŠ
Contest:
â˘âŻ Conducted within 1-3 months of the product launch.
Consumers would answer a question âIf E-care is
natureâs answer to a beautiful and healthy you, what
is your answer to nature?â
â˘âŻ 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:
â˘âŻ Banner advertisements would be placed on various
relevant sites to attract consumers to the
E-care website.