marketing case studies
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Marketing Case Studies. Case Study. Sally Hansen. Sally Hansen: Background. Who is Sally? Situation 10 brands, no clear strategy Competitive retail category requires 30 to 35% sku refresh every year (aligned to fashion/color stories) Challenge - PowerPoint PPT PresentationTRANSCRIPT
Marketing Case Studies
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Sally Hansen Case Study
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Sally Hansen: Background
• Who is Sally?
• Situation– 10 brands, no clear strategy
– Competitive retail category• requires 30 to 35% sku refresh every year (aligned to fashion/color stories)
• Challenge– Create a comprehensive, long-term brand strategy
– Implement successful brand marketing plans:• Launch and discontinuation strategies
• Relaunches
• Brand support- POS, advertising and promotion spend
• Method– Assess brand segmentation
– Assess market and competition
– Create clear positioning
– Implementation strategy
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Sally Hansen: Background
• Recommendations/Implementations– Establish new market segment– launched Extreme Wear (youth market)
– Respond to important market trend – incorporated Vitamin/health story to lagging flagship brand (Max Growth … with Vitamins and Soy Protein)
– Launch premium brand – utilize luxury packaging to tell the story (No Chip – 10 day color)
– Discontinue underperforming brands in overcrowded market segment
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Sally Hansen : Brand Positioning
FASHION
TREATMENT BENEFIT
AGE 6 10 15 20 25 30 35 40 45
Xtreme Wear
$2.60Prisms
$5.95
Diamonds
$4.50
Opals
$5.95
MEDIAN AGE
44.2
BP
$5.00
HANN
$2.95
Max Grow
$3.95
HANC
$2.30
TT
$3.50
3 BRANDS
10%
2 BRANDS
30%
0 BRANDS
0%
5 BRANDS
60%
Chromes
$4.50
TOTAL
$46.1M
Note: Based on 2005 YTD Shipments
$4.7M $13.2M
$28.2M
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Sally Hansen : Diamond Strength No Chip Nail Color
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Sally Hansen : Hard as Nails Xtreme Wear
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Sally Hansen: Background
• Results
– Extreme Wear
• 2nd most successful launch in the company history
exceeded sales plan by over 200% in first year
• Sustained double-digit annual growth subsequent years
– Max Growth
• Achieved unprecedented 100% retail buy-in
• Entire product story communicated via innovative and inexpensive packaging change
• Reestablished market leader positioning
• Increased sales, double-digit annual growth each year
Thank You! Judy HolmFounder, Aspirations Marketing and Public Relationstel:917.589.0247 [email protected] www.aspirationspr.com