Title

To analyze the hair care market pattern and consumer insights to revamp "Selsun blue" of "Sanofi-Aventis" by proposing a comprehensive marketing strategy

Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Advisor

Dr. Khadija Bari

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas

Client

SANOFI

Project Type

MBA Research Project

Abstract / Summary

The purpose of this project was to analyze the hair care market pattern and consumer insights to revamp brand ‘Selsun blue. With our meetings with the clients, we understood that Sanofi Aventis wishes to identify the following about its Selsun blue shampoo brand: since Selsun blue was once a very lucrative brand, why has the brand lost its identity and how to rejuvenate it, understand the perception, knowledge and level of brand equity for Selsun blue. Based on the findings, we would develop a comprehensive marketing strategy for Selsun blue. We started the project with qualitative research, conducting focus groups of dermatologists and consumers. Afterwards we made questionnaires as part of quantitative research and conducted 220 consumer surveys. We analyzed the questionnaires with the help of statistical techniques, such as cross tabulation and frequency analysis. Brand Audit was one important part of our project, in which we identified brand associations, values, loyalty and also sought an understanding of competitors’ brands. Our study included gauging the consumer perception of Selsun blue, where we conducted brand mapping of the existing brands and analyzed where Selsun blue was currently placed as opposed to its competitors. A few of the major findings of the project were that Selsun blue is believed to be an old brand which has not evolved with the passage of time, it categorizes very low on brand recall, is highly priced as opposed to competitors, does not have a good distribution network, and neither does it spend much on advertising. Another major part of our report was the recommendations for the Selsun blue brand. We approached the recommendations by proposing segmentation, targeting and positioning, and also recommended the relevant mix of the 4 P’s of marketing to take forward the brand. This project would not be worthwhile if we do not consider the budgeting aspect. We have prepared budgeting for the whole marketing plan of Selsun blue as well as the costing for a comprehensive media plan.

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