C CIM Group12 SuperShampoo
C CIM Group12 SuperShampoo
C CIM Group12 SuperShampoo
Context
Collaborators
Competition Launching Super
Customer • Influencers Shampoo in Rural
Company • Clinic Plus & Semi-urban
• Female aged 18- • Market
50 years, • Chik market while
Research Firm
• Rural or Semi- • Head & addressing
A Shampoo urban households established
Shoulders
Manufacturer in Rural South brands
• Other small
India
players
• Bottom 2 classes
of BoP based on
Income.
Decision
Problem
• How should Venkatraman go forward with launching Super
Shampoo in Market
Alternatives
• Converting Non-Shampoo Users into Regular Users
• Targeting Current Shampoo users
Evaluation
Framework
• Elaboration Likelihood Model
• 4-P Model
Elaboration Likelihood Model
Central Route Processing Peripheral Route
Processing
Elaboration High Low
Information Processing Communicating the Anti-breakage & Endorsing Shriya Saran as the
Chemical free characteristics to Brand Ambassador increases
shampoo users and Benefits of the visual appeal of the product
shikakai to Non- Shampoo users
Attitude Relevant Product characteristics Credibility of the Brand
(derived from market study) evokes ambassador evokes attitudinal
attitudinal changes changes
Strength of the attitude Well researched Product leads to an Less enduring attitudes , need
formed/Reinforced enduring attitude continual reinforcements.
Product 1 2 Promotion
• Jasmine + Shikakai Based • Regional Celebrity Shriya Saran to be Endorsed
• Chemical Free • TV+Radio Ads on Regional channels
• Anti-Breakage • Using touchpoints like Melas, Haats & Mandis
• Only in Sachets • Targeting Influencers
Price 3 4 Place
Values/Personality/Character
Affordable
Strong &
Healthy hair
Points of Parity
Credible
Long &
JASMINE
ANTI-BREAKAGE Shiny hair
SUPER
SHAMPOO
SHIKAKAI CHEMICAL FREE Fragrant