New Selsun Blue Research (Performance)

Biztek Institute of Business & Technology

Methods Of Business Research

Submitted &

Presented To

Mr.Mansoob-ur-Rehman

Presented byShumaila Noorani BME -775.Abbas Hussain BM -25034Muhammad Farhan Khan BM -25032Taha Yaseen BM -25093Ayesha Salim BM -25035Faheem Jaan BM-

PERFORMANCE

Table of Contents Company Profile Objective Product History Product Information Brand Identity Old Selsun Blue (Past Issues) Market Analysis (SWOT) Competitors Analysis Critical Success Factors Target Market Re-launch of Selsun Blue Make the Switch! Re-launch Cities Selsun Blue Re-launch Tactical Plan

ATL Options BTL Options

About About ABBOTT LaboratoriesABBOTT Laboratories

Pakistan (PVT).LTDPakistan (PVT).LTD

Abbott laboratories is MNC almost Abbott laboratories is MNC almost 57 years old in Pakistan and now 57 years old in Pakistan and now

top second company in top second company in Pharmaceutical in Pakistan with the Pharmaceutical in Pakistan with the

wide rang in Pharma , Nutrition , wide rang in Pharma , Nutrition , Consumer Products (GHC).Consumer Products (GHC).

Objective:The purpose of this research is to discover all the reasons behind performance of Selsun Blue range products specifically Selsun Blue Moisturizing Treatment. Initial findings are that Selsun Blue medicated anti dandruff shampoo was also suffering declining sales from past few years.

Product InformationSelsun Blue is a daily anti-dandruff shampoo. It is perceived to be better than any other anti-dandruff shampoo as it is a US imported formula which not only removes dandruff but also reduces the cell turnover rate; which is the basic cause of flakes and itch.

Research proves that Selsun Blue

gives you 2x better dandruff control

than any anti-dandruff shampoo.

Selsun Blue

Brand Identity

Its only because of you… Selsun Blue!!

Selsun Blue

Selsun Blue ShampooPast IssuesExisting as a Medicated

product.Very Low sales in consumer

market.Old designed packing.

Selsun Blue

Market Analysis (SWOT)Strength Weakness Opportunity Threat

Head & Shoulders

• Brand loyalty• Large distribution

network• Big budgets

• Lacking creative campaigns

• New market development

• Heavy investment in research of shampoos

• High rates of imported shampoos

• Sunsilk• New entrants• Rapid change in

prices of raw materials and uncertain economic conditions

Sunsilk • Large distribution network

• High brand recall• Large product range• High demand from

masses• Strong

endorsements

• Competitors offer better alternatives

• Explore the baby shampoo market

• Rural areas are a large prospective market.

• Imported brands• Macroeconomic

environment• Survey shows

that consumers tend to switch brands regularly

Clear Shampoo

• Large distribution network

• Customers believe in Unilever products

• Strong endorsements

• A new entrant, has to face tough competitions and put forward large budgets.

• Can leverage on the Unilever brand name

• Imported brands• Macroeconomic

environment

Selsun Blue

Brand awareness Promise recall Slogan awareness

Trade development / merchandising New packaging (change bottle /

launch sachet) (qtr4,2008) Selsun Naturals (qtr2,2009) Selsun Salon (qtr 4,2009)

Highly medicated, not for beautiful hair Available for sale at medical counter Unclear positioning of variants

(BT/MT) Perceived as local / unfashionable /

non glamorous

Counter attack – by H&S, Clear Share of voice war

Strengths

Weakness Threats

Opportunities

Selsun Blue

Competitors AnalysisChart 1 (Sachets)Price / QTY

0

1

2

3

4

5

6

Selsun Blue H & S Sunsilk Clear

SachetsRatePrice/ ml

Competitors AnalysisChart 2 (Medium Bottle)Price / QTY

0

20

40

60

80

100

120

Selsun Blue H & S Sunsilk Clear

Medium SizeRatePrice/ ml

Competitors AnalysisChart 3 (Large Bottle)Price / QTY

020406080

100120140160180200

Selsun Blue H & S Sunsilk Clear

Large SizeRatePrice/ ml

40%

15%

30%

10%5%

BrandconsciousaboutshampoosCost

Quality

Packaging

Others

Survey Results on Brand Consciousness

Over All Consumer Survey of Selsun Blue Shampoo

0102030405060708090

100

Selsun user Perceive Med Awarness Ex Users

Selsun Blue ShampooCurrent Issues

Brand Image due to invisibility.Brand Awareness.Very Low sales in consumer

market.High Prices. Positioned as medicated.

Selsun Blue

USP & Target Market

The consumer of Selsun Blue would be one who is modern, intelligent, seeks for a rationale to use/buy a product which provides an overall sense of confidence about him/her self.

Launch

Make the Switch

Positioning Statement

Dandruff free hair, so soft so

rich, no flakes no itch

Selsun Blue

Re-launch of Selsun BlueWith the presence of brands such as

the market leader and Selsun Blue’s direct competitor Head & Shoulders – plus others like Clear, Sunsilk, Pantene, Garnier and Loreal – Selsun Blue holds about 2% share of the shampoo market.

Keeping the current status in mind, Abbott GHC wishes to re-launch the brand with a new look along with providing the consumer greater benefits of patronizing Selsun Blue.

Selsun Blue

Make the Switch!While conducting a dip-stick survey on

the shampoo market and the consumers of various shampoos, a very important and relevant insight obtained was that consumers switch their shampoo after every 5-8 months.

This may be because they are either bored of their shampoo, or wish to try the new options in the market, or believe in a rumor about getting immune to one shampoo!

Selsun Blue

Keeping this in mind, the Selsun Blue re-launch campaign will be centered on the theme

“Make the Switch”

Re-launch City

Karachi

Selsun Blue

In the second phase, the launch campaign will go to Lahore ,Islamabad and Faisalabad.

The first phase of the launch of Selsun Blue will take place at the following cities:

ATL OptionsBTL Options

Morning ShowsBeauticians linked with Club

Blue (Masarrat Misbah, Angie Marshall, Rohana Iqbal etc) will be invited to popular morning shows with Dr. Shaista Wahidi/Nadia Khan.

These beauticians will advocate the use of Selsun Blue and call for action for the target audience to patronize the shampoo.

Tactical Plan - ATL

TVC Of New Selsun Blue “Moisturizing Formula”

Store InterceptorsFemale Store Managers/Interceptors will be located at

selected outlets in the launch cities.These female interceptors will be present at the shampoo

isle and will approach ladies purchasing a shampoo.They will enquire about any dandruff issues and will

propose Selsun Blue as the gentle and ultimate solution to dandruff.

Tactical Plan - BTL

FBI – Female Beauty Inspectors The circulation of Mobile Activation Units in

metro cities, Mall Activations will be based on having a team of Female Beauty Inspectors (FBIs).

These females will go around the venue, and meet with random women. The FBIs will stop the women and ask them to have a hair check-up. A dandruff catcher will help the FBI in identifying if the woman has any dandruff. If so, she would request the lady to have her hair washed with Selsun Blue at the MAU or hair wash unit located at the venue.

Tactical Plan - BTL

Club Blue ActivitiesClub Blue is a platform which we

use to promote Selsun Blue to the owners and managers of the various high profile beauty parlors operating in the top metro cities of Pakistan. These activities include: Seminars for beautician of the salons A top beautician will give a demo on

hair wash and styling, followed by hi-tea with the target audience of Club Blue. This will keep them up to date with the product offerings and will help promote the use of Selsun Blue at their outlets.

A top model may also be invited to the event to endorse the brand

Tactical Plan - BTL

Store/Mall BrandingFootsteps leading to the Selsun Blue Shampoo rack/shelf … at the same time, footsteps would diminish or point away from competitor shampoos’ shelves.

Tactical Plan - BTL

Mirrors at malls and restaurants would have a dirty wig placed where the face reflection would be seen. An arrow pointing to Selsun Blue hair wig with a statement “This can be you, switch to Selsun Blue.”

ABBOTT ABBOTT A Promise For LifeA Promise For Life