Essay on Advertising Strategy for Anti Dandruff Shampoo

4049 Words Jun 16th, 2012 17 Pages
SITUATION ANALYSIS
The total market value of the anti-dandruff market in 2010 is at 3079.69 million baht, which makes up 31.95% of the total shampoo market. This anti-dandruff market has experienced steady growth over the last few years, most recently 2009 to 2010 the market grew by 3.60%. Clinic Clear and Head & Shoulders are the two main players in the anti-dandruff shampoo market having market share of 17.7% and 8.8% respectively (as of May 2011).

Head & Shoulders is the #1 anti-dandruff shampoo in the world in terms of sales. In Thailand, Head & Shoulders came into the anti-dandruff market after Clear and presently Clear has a little over twice the market share than Head & Shoulders. Both players have highly
…show more content…
We gave each belief an evaluation score (in the range of -3 to +3) and the weight of belief (in the range of 0 to +10) by using reasonable assumptions based on research, the results are displayed in Figure 2. In order to achieve a Belief | Evaluation | H&S | Clear | Beauty | 2 | 0 | 5 | Smell | 1 | 1 | 3 | Efficiency | 3 | 10 | 10 | Side-effect | -2 | 3 | 1 | Price | 0 | 5 | 5 | Image | -1 | 2 | 0 | Attitude | | 23 | 41 |
Figure 2 – Belief-Attitude Before Advertising Campaign higher attitude score compared to Clear, we chose to tackle the beliefs of beauty, side effects, and image. Through our advertising campaign we hope to increase the weight of belief for beauty for Head & Shoulders from 0 to 5, change the evaluation of side effects from -2 to 0 and image from -1 to 2. The attitude score is calculated by taking the sum of the products of evaluation scores and the weights of belief. The overall attitude score for Head & Shoulders will increase from 23 to 45 and for Clear from 41 to 43 respectively, resulting in a marginally higher attitude score toward Head & Shoulders than Clear, summarized in Figure 3. Belief | Evaluation | H&S | Clear | Beauty | 2 | 0 5 | 5 | Smell | 1 | 1 | 3 | Efficiency | 3 | 10 | 10 | Side-effect | -2 0 | 3 | 1 | Price | 0 | 5 | 5 | Image |

Related Documents