Advertising Strategy for Anti Dandruff Shampoo
SITUATION ANALYSIS
The total market value of the anti-dandruff market in 2010 is at 3079.69 million baht, which makes up 31.95% of the total shampoo market. This anti-dandruff market has experienced steady growth over the last few years, most recently 2009 to 2010 the market grew by 3.60%. Clinic Clear and Head & Shoulders are the two main players in the anti-dandruff shampoo market having market share of 17.7% and 8.8% respectively (as of May 2011).
Head & Shoulders is the #1 anti-dandruff shampoo in the world in terms of sales. In Thailand, Head & Shoulders came into the anti-dandruff market after Clear and presently Clear has a little over twice the market share than Head & Shoulders. Both players have highly overlapping target segments but Clear differentiate by positioning itself as an anti-dandruff and beauty shampoo while Head & Shoulders is purely an expert in anti-dandruff treatment. Just recently, Clear launched a new product line of Clear for Men Shampoo targeted specifically at the growing market of metrosexual men.
PROBLEM
Head & Shoulders is perceived as a ‘medicine/drug’ shampoo, this resulted for its extreme positioning as an expert in anti-dandruff treatment with no association to beauty. Consumers believed that using Head & Shoulders will treat anti-dandruff but will not nourish or give the hair the beauty that it would receive from other beauty shampoos otherwise. Clear on the other hand was able to attract consumers who were concerned about beauty with their mixed beauty and anti-dandruff positioning. Clear achieved this mainly in their For Men product line through the use of famous celebrities those are easily recognizable by Thais in their commercials such as Cristiano Ronaldo (famous Manchester United football player) and Rain (famous Korean Pop singer). Head & Shoulders had less to no impacting celebrities in their commercials and in Thai society, celebrities are an important communication
The total market value of the anti-dandruff market in 2010 is at 3079.69 million baht, which makes up 31.95% of the total shampoo market. This anti-dandruff market has experienced steady growth over the last few years, most recently 2009 to 2010 the market grew by 3.60%. Clinic Clear and Head & Shoulders are the two main players in the anti-dandruff shampoo market having market share of 17.7% and 8.8% respectively (as of May 2011).
Head & Shoulders is the #1 anti-dandruff shampoo in the world in terms of sales. In Thailand, Head & Shoulders came into the anti-dandruff market after Clear and presently Clear has a little over twice the market share than Head & Shoulders. Both players have highly overlapping target segments but Clear differentiate by positioning itself as an anti-dandruff and beauty shampoo while Head & Shoulders is purely an expert in anti-dandruff treatment. Just recently, Clear launched a new product line of Clear for Men Shampoo targeted specifically at the growing market of metrosexual men.
PROBLEM
Head & Shoulders is perceived as a ‘medicine/drug’ shampoo, this resulted for its extreme positioning as an expert in anti-dandruff treatment with no association to beauty. Consumers believed that using Head & Shoulders will treat anti-dandruff but will not nourish or give the hair the beauty that it would receive from other beauty shampoos otherwise. Clear on the other hand was able to attract consumers who were concerned about beauty with their mixed beauty and anti-dandruff positioning. Clear achieved this mainly in their For Men product line through the use of famous celebrities those are easily recognizable by Thais in their commercials such as Cristiano Ronaldo (famous Manchester United football player) and Rain (famous Korean Pop singer). Head & Shoulders had less to no impacting celebrities in their commercials and in Thai society, celebrities are an important communication