Experiental marketing

AFOP-4,IIM Bangalore 1

Experiental Marketing

Positioning of Hair Shampoos in India

Presented By:K RamakrishnaEmail:[email protected] Bangalore27 May 2010


Segmented on Benefits/Premium Platform

Leading Hair Shampoos - Segmentation

•Sunsilk•Clinic Plus•Pantene

Cosmetic

•Clinic All Clear•Head & Shoulders•Dabur Vatika

Anti Dandruff

•Ayush•Dabur Vatika•NyleHerbal•Dove•Revlon Flex•L'Oreal

Premium


Scales Used◦ Semantic Differential Scale

Mixed Polarity Scale 1->5 indicating +ve to –ve◦ Likert Scale

<3 : Disagree , 3- Neutral , >3 Agree Positioning plotted as per the data in the case Analysis of Imagery as per the data given in the case

Results from Respondents


Results – Overall Benefits


Positioning Strategies- Overall Benefits

Economy


Results – Anti Dandruff


Anti Dandruff Positioning


Sunsilk◦ The ad was showing a happy woman bouncing off

her hair ,which was meant to strike an emotional cord but did not emphasise on the functional benefits of the shampoo, though the positioning strategy did have functional propositions

Pantene◦ Only Content of the Shampoo was highlighted – Pro

V amino acids but did not touch on the other experiences of Sense, Feel as per their postioning strategy

◦ Ads were making a functional points more than other experiences of Sense,Feel

◦ Shiny Black hair was associated with this Ad – Plus point

Imagery Analysis


Dove◦ Gains its premium image from other

brand variants such as Dove Soap (Positive Brand Leverage)

◦ Purely Focused on function benefit◦ Contents/Integredients are a major

showcase in the ad

Chik◦ Ad clearly postions the brand as

economy brand◦ Demonstrates confidence in public

about the smooth,untangled and silky hair

Imagery Analysis


Head & Shoulders◦ Ad focuses on clearing of dandruff◦ Assurance by Dermatologists to gather confidence◦ Ad is boring and educational

Clinic All Clear◦ Ad Focuses on Hairfall and Dandruff◦ Men in the Ad (for explicit positioning)◦ Did not touch the experiences of Sense and Feel

Imagery Analysis


Brand Analysis wrt Experiental Marketing

Postioned as General Shampoo in 1964•Did not position itself on Act,Think,Relate aspects•Functional benefits are not associated with brand•Feel Good factor over emphasised to strike emotional chord• Launched under different variants and fruitamins

Functional Benefits are most emphasised•Ads reinforced functional points •Positioned as the Brand that makes hair healthy, black and shiny• Price has been an important strategy for positioning in recent past

Moisturizer based differentiation•Application experience : Mildness Connotation•Did not use Feel, Act and Relate experiences•Leverage of existing brand strength•Premium offering – not concentrating that much on the functional aspect


Brand Analysis wrt Experiental Marketing

Positioned as Economy Brand for bottom of pyramid•Feel, Act , Think, Relate experiences missing•Beautiful Hair and Fragrances are the only benefits emphasised (Sense experience)

Positioned clearly as Anti Dandruff Shampoo•Brand only brings out the association with functional benefits•An endorsement by Dermatologists is seen as “Trust” building measure for the brand (Relate Experience)•Positioned with a Unique Microbial Agent – Content emphasis

Positioned as Anti Dandruff Shampoo exclusively for men•Feel, Act , Relate,Think experiences a total miss•Brand is strongly positioned for Hair fall control and Dandruff Control•Using Celebrities for campaigns•Repositioning itself to “Soft and Silky hair”


An Office going woman, after her work in evening comes out of her office smiling happily , confidently and her straight long silky hair blowing with the breeze without getting entangled, All her male colleagues start staring wildly at her. She then enters the office gym, changes into her sports wear, with a completely different look of her hair tied ,pulled so tightly , indicating the strength of her hair, for withstanding to the gym exercises. The ad ends with a display of beautifully designed shampoo bottle(functional benefits by voice ), which her jealous lady colleagues are fighting to get a hand on one

Experiental Ad – OB Category


Listening to a dance number, a romantic couple in a black attire starts dancing wildly , shaking their heads, the lady, who’s got long beautiful black silky hair, see’s the dandruff on his shoulders and gets irritated and passes on her Anti Dandruff shampoo bottle to the guy while performing a jive. The guys goes and takes a bath with the shampoo(background voice talking about the contents which remove the dandruff, various fragrances) and comes back to the dance floor, fresh fragnance filling the room , catching the attention of the lady, comes back shaking his head with confidence this time, smiling happily and dancing again wildly with his partner

Experiental Ad – Anti Dandruff


Sense – Silky ,Soft, Shiny long black hair, Strong Feel – The lady is happy, smiling, confidently walking out of

office without bothering Think – Other ladies fighting for the bottle for similar

benefits Act – Beautifully designed bottle , Functions Relate – Trust Activities – Gym/Sports

OB Category Imagery -Differentiators


Sense – Anti Ddruff, Fragnance, Soft, Silk Feel – The man likes the shampoo,very happily comes back Think – Variety of fragnances Act – Beautifully designed bottle , Functions Relate – Confidence,trust passed over from the lady Interests –Music

Anti Dandruff Category Imagery-Differentiators


Assigned Numerical Values for 5 types experiences to every brand’s Imagery on a scale 1-5

Positioning Diagram for Imagery

Positioning Diagram - OB Category Sunsilk Pantene Chik New

Sense 2.5 3 2 3Feel 2 1 0 2

Think 0 0 0 1Act 1 2 0 2

Relate 0 0 0 1

Positioning Diagram - AntiDandruff

Head &

Shoulders Clinic All Clear New

Sense 1 1 3

Feel 0 0 1

Think 1 0 2

Act 2 2 2

Relate 2 2 2


Positioning Diagram –OB Category

Sense

Feel

ThinkAct

Relate

0

2

4

SunsilkPanteneChikNew


Positioning Diagram –AD Category

Sense

Feel

ThinkAct

Relate

0

2

4

Head & ShouldersClinic All ClearNew

Experiental marketing

Business

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