Purchased shampoo or other hair care products

Assignment Help Operation Management

Reference no: EM132226229

When was the last time you purchased shampoo or other hair care products? How long did it take you to choose? How did you decide? The hair care aisle of a typical drugstore has more than 200 choices for shampoo. The packages promote a myriad of benefits including repair, protection, hydration, control, and nourishment. How does a consumer make the match between his or her needs and the brand benefits? It’s not easy to choose, and therefore not a surprise that many shoppers spend about 20 minutes in this aisle when they select a shampoo brand. The confusion builds when you consider that it is not just shampoo that we buy. There are gels, mousses, hairsprays, shine enhancers, and conditioners. A recent Mintel survey shows that three-quarters of consumers use conditioner in addition to shampoo, and these numbers are even higher for women. One way that consumers try to simplify the purchase process is by referring to compelling advertising, so ad agencies work hard to create effective messages that can reinforce current brand loyalty or persuade consumers to try a new brand. Hair care product advertising relies heavily on television, print, the Internet, and outdoor advertising, most commonly in the form of billboards. In addition, many ad campaigns feature appealing celebrity endorsers such as Katie Holmes, Nicole Scherzinger, and Sofia Vergara. And it’s not only women in the United States who scratch their heads over these choices. To the women of Singapore and the Philippines, the choice of hair conditioner poses the same challenges. To connect with women in these countries, Unilever tried a nontraditional campaign to show the benefit of Cream Silk Hair Fall Defense, a conditioner brand the company sells in those countries. Cream Silk’s core benefit is the “strength” it gives hair. With the help of advertising agency JWT, Unilever was able to break through the advertising clutter and deliver its message in an entirely new format. JWT began by contacting Paul Goh, the leading violin bowmaker in Singapore. For this promotion, Mr. Goh was asked to switch out the horsehair violin bows he traditionally used and exchange them with human hair on four of his violin bows. This hair had been washed and conditioned with Cream Silk. To demonstrate the strength of the hair, a string quartet used the bows as it played during a 4-hour concert in a busy shopping mall in Manila. Good news for Unilever: The entire concert concluded without even one broken hair on the violin bows! You can view the video yourself on YouTube; just search “The Human Hair Quartet.” The viral video has excellent production quality and includes the advertising message: When it comes to showing strong hair, all commercials show it the same way. So we changed the game, by turning the demonstration of STRONG HAIR, into a live performance ….

What is the

Case Summary?

Key issues?

Personal analysis?

Case question?

Conclusion?

Reference no: EM132226229

Questions Cloud

Would it be worth the expense to add new bin : Farmers estimate that adding a new bin would cut unloading costs by about 65% next year. Would it be worth the expense to add a new bin? Explain.

Employee equal opportunity-affirmative action employer : What is the benefit from being an Employee Equal Opportunity/Affirmative Action employer.

Great deal of social performance in single composite index : The Human Development Index (HDI) summarizes a great deal of social performance in a single composite index, combining...

Effective and supportive of your literacy development : Do you have memories of instructional practices used by any of your teachers that you believed to be effective and supportive of your literacy development?

Purchased shampoo or other hair care products : When was the last time you purchased shampoo or other hair care products?

Discuss why leader is effective in multicultural setting : Discuss why this leader is effective in a multicultural setting. Be specific: What exactly has this leader done to create cultural synergy?

Distinguish between real and personal property : Distinguish between real and personal property.

Advertising media perpetuated stereotypical image of women : For years, Hollywood and the advertising media perpetuated a stereotypical image of women.

Many spend their free time as volunteers at blood drives : Many spend their free time as volunteers at blood drives, raise thousands of dollars to grant the wishes of sick kids, or build houses for the needy.

User Account

All Pages