freshlight foam by schwarzkopf
DESCRIPTION
Freshlight Foam by Schwarzkopf This slide will introduce you to whereabout of Freshlight Foam which was founded by Schwarzkopf and brief little bit about its mother company. Then it will go into details about marketing elements such as marketing mix, marketing strategy, marketing environment, customer analysis, market segmentation, and competitive position. It will be very interesting to see how this company approaches the market.TRANSCRIPT
Freshlight Foam
by Schwarzkopf
Outline
1.Company’s Profile
2.Market & Segmentation
3.Customer Analysis
4.Marketing Environment
5.Competitive Position
6.Marketing Strategy
7.Marketing Mix
8.Conclusion
1. Company’s Profile
Henkel
• Founded in 1876
• Supplies household products
• Acquired Schwarzkopf in 1985
Henkel
Purex Schwarzkopf Loctite Persil
• Founded in 1902
• Hair care products
1. Company’s Profile
Product Lines under Schwarzkopf
• Hair products (Tangible goods)
• DIY
Schwarzkopf
3D MenSion Osis Palette Freshlight
Freshlight
FreshlightFoam
Freshlight Foam
2. Market
Market Demand
• Cover up grey hairs
• Culture and Lifestyle
Market Size
• Huge
2. MarketMarket Segment by benefits sought
Hair Styling
Hair Colour
Hair Care and Repair
Target Market• Female
• Age 15-25 years old
• Lifestyle
3. Customer Analysis
Consumers’ Response
PROs
• Easy to purchase and apply
• Standardized quality
• Effective price
CONs
• Colors seem to be washed out quite fast
4. Marketing Environment
Cultural
• Adaptive to changes and new innovations
• Knowledgeable
Technological
• Social media network
Natural
• Awareness of side effects and allergic reactions
Demographics
• Age 15 to 25: Generation Y
Economics
• Majority are low to middle class
5. Marketing Strategy
May 2010
2009April 2011
5. Marketing StrategyStrategies via social media
6. Marketing MixProduct
•Freshlight
–Freshlight Foam
Price & Promotion
• Standard price: 350 Baht
• Promotion
• Price Reduction
• Free Gift
• Awareness
• Social Media
• Mass Media
6. Marketing Mix
Brand Licensing
Brand Image
Blythe
6. Marketing MixDistribution Channel
6. Marketing MixDistribution Channel
7. Competitive Position and Market Share
• Growing since 2003
• Valued at 1,240 million Baht
• Divided into 3 sub-market
– Permanent: 96%
– Semi-Permanent
– Temporary
7. Competitive Position and Market Share
• Market leader
• Others are shared among competitors
– Direct competitor
• Liese, Beauteen, Z-Cool, Palty
– Indirect Competitor
• L'oreal, Bio Woman, Lolane etc.
Hair Color Market Share
Schwarzkopf
Many other brands
25%
Hair Color Market ShareFreshlight
Foam6.9%
Conclusion• Customer Relationship