Presented to Mansoob-ur-Rehman
Performance Selsun Blue
Presented by Shumaila Noorani Abbas Hussain Muhammad Farhan Khan Taha Yaseen Ayesha Saleem Faheem Jaan BME-775. BM-25034 BM-25032 BM-25093 BM-25035 BM-
Table of Contents:
Serial number
1 2 3 4 I II III IV V VI VII VIII IX 5 I II a b 6
Particulars
Company historyAbbott About the product---Selsun Blue About the research Findings from data collection through Questionnaires Usage of Shampoo Brands of shampoo under the use of participants Feature which makes people satisfied of their Antidandruff brands Feature which makes people dissatisfied of their Antidandruff brands Features they look for while buying an anti dandruff shampoo Awareness of Selsun Blue Medium which gave them awareness of Selsun Blue Brand Current users of Selsun Blue Source of buying Selsun Blue for Participants Findings from the data collection through interview with Sales Personal of Selsun Blue Selsun Blue Shampoo Current Issues Abbotts efforts to promote brand Above the Line Marketing: Below the line Marketing Recommendations
Page number
1 2 3-4
6-14
15-17
18
Company history:
A global, broad-based health care company devoted to discovering new medicines, new technologies and new ways to manage health. Our products span the continuum of care, from nutritional products and laboratory diagnostics through medical devices and pharmaceutical therapies. Our comprehensive line of products encircles life itself addressing important health needs from infancy to the golden years. With over 70,000 employees worldwide and a global presence in more than 130 countries, Abbott is committed to improving people's lives by providing cost effective health care products and services that consistently meet the needs of our customers. Abbott Pakistan is part of the global healthcare corporation of Abbott Laboratories, Chicago, USA. Abbott started operations in Pakistan as a marketing affiliate in 1948; the company has steadily expanded to comprise a work force of over 1500 employees. Currently two manufacturing facilities located at Landhi and Korangi in Karachi continue to use innovative technology to produce top quality pharmaceutical products. Abbott Pakistan has leadership in the field of Pain Management, Anesthesia, Medical Nutrition and Anti-Infectives. Our wide range of products is managed and marketed through three marketing arms. On June 29, 2005 Abbott Pakistan Achieved Class 'A' accreditation against the Oliver Wight ABCD Check list. This was an outstanding achievement, which puts Abbott Pakistan amongst some of the best global companies in terms of operational excellence. A continuous process of innovation, research and development at Abbott's worldwide facilities enables Abbott Pakistan to offer effective solutions for various healthcare challenges, with products and services that are well focused, within the customer's reach and contribute to improved health care of the people of Pakistan. Abbott believes that Corporate Social Responsibility is fundamental to earning and deepening the trust of the people it serves, an integral part of its commitment to improve lives has contributed to a number of humanitarian causes and supported various institutions in various fields including health and education.
About the product------ Selsun Blue Moisturizing Treatment:
Selsun Blue is a daily anti-dandruff shampoo. It is perceived to be better than any other anti-dandruff shampoo as it is a US imported formula which not only removes dandruff but also reduces the cell turnover rate; which is the basic cause of flakes and itch.
Positioning Statement:
Dandruff free hair, so soft so rich, no flakes no itch
About the Research: Research statement:
The purpose of this research is to discover all the reasons behind declining sales of Selsun Blue range products specifically Selsun Blue Moisturizing Treatment. Initial findings are that Selsun Blue medicated anti dandruff shampoo was also suffering declining sales from past few years. .
Target audience:
Our target audience would be of two types 1. Consumer 2. Retailers More broadly speaking the age level of the targeted audience would be from 15 to 45 years and income level would be above Rs 5000/=. Target audience would be irrespective of gender and would be selected from randomly selected areas of Karachi. As far as retailers are concerned they would be selected randomly from areas all over the Karachi.
Sample Size:
Our sample size is 100 randomly selected samples
Sources of data: Primary source:
It include data from questionnaires of the following target audience Consumer Shop Keepers\ Retailers
Secondary Source:
It includes interviews with Sales Head and Brand manager of Selsun Blue Moisturizing Treatment.
Findings from the data collection through questionnaires
Usage of shampoo:
Following data was extracted from the questionnaires regarding the usage of shampoo among participants
35
30
25
Male
15
Female
Male
20
Female
Daily
Twice a week
Weekly
Montly
Female
Male
Female
10
Male
Other
Data suggests that the higher tendency among people in washing their hairs with shampoo is twice a week.
Female
Male
Brands of shampoos under the use of participants:
Following data was extracted from the questionnaires regarding the brands of shampoo under use of participants
Male Male Male Female
20
15
Female
Female
Male
Male
10
Female
Pantene
Clear men\women
Female
Sunsilk
Head and shoulder
Selsun Blue
Data shows that there is a increasing trend among participants whether male or female of using head and shoulder for catering their dandruff needs
Male Other
Female
Feature which makes people satisfied of their Antidandruff brands:
20
15
10
Male
Male Female
Male Female
Male Female
Female
Female
Male Female Male Female
Male Female
Data shows that majority of the people using their anti dandruff shampoos are satisfied therefore there is no point to look for something better. Whether male or female participants both have evidenced that they can see the results themselves. Therefore switching to new and improved formula of selsun Blue will not draw their audiencess attention.
Male
Feature which makes people dissatisfied of their Antidandruff brands:
20
15
10
Male
Male
Female
Female
Female
Female
Female
Female
Male
Its too costly
My hairs are I can't see getting any change rough
Its smell is I feel too bad burning and itcing after using it
I am suffering from hair loss after using it
Other
With reference to the data extracted from questionnaires the highest point of dissatisfaction among males are that their hairs are getting rough after using their anti dandruff brands and secondly they cant see any results after using their brands. Whereas a far as woman is concerned there higher point of dissatisfaction is smell which their anti dandruff brand have and second highest element of dissatisfaction among them are two factors one that they feel their brand is too costly and other that they are suffering from hair loss after using their brands. Here Selsun Blue could eradicate these factors from its brand to reach customer satisfaction.
Female
Male
Male
Male
Male
Features they look for while buying an anti dandruff shampoo:
40
35
30
Male
25
20
15
10
Male
Male
Male
Packaging
Quality
Cost
Brand
Data clearly shows that both male and female look for quality while buying their anti dandruff brands and as far as branding is concerned it is the second highest element of decision making for purchasing a shampoo among both men and women Clear recommendation for Selsun Blue that People are looking for quality and they are satisfied with brands because they are perceiving that quality from their respective brands. There fore if Selsun blue is willing to penetrate its market it must positioned itself a symbol of quality in the minds of consumer
Male Other
Awareness of Selsun Blue: Awarness
Female 40% Male 60% Male Female
Data extracted from the questionnaires suggests that awareness of Selsun Blue Brand among male participants were higher than Female
Medium which gave them awareness of Selsun Blue Brand: Participants
40 35 30 25 20 15 10 5 0
In the above data the medium which created awareness the most among participants is T.V and the second highest medium is through doctors Other Medium like Billboards and newspaper advertisement are still not brought under use. Selsun can explore them either to create mind share of Selsun Blue.
Current users of Selsun Blue: Participants with Dandruff problems
Users 13% Non users 87% Users Non users
Still a huge market is there of its target audience to be explored
Source of buying Selsun Blue for Participants: Participants
40 35 30 25 20 15 10 5 0
Medical store\ Pharmacy
Super market
General store
other
Data extracted shows the availability of Selsun Blue is every where and people are purchasing Selsun Blue more and less in equality from every medium
Findings from the data collection through interview with Sales Personal of Selsun Blue:
Selsun Blue Shampoo Current Issues:
Brand Image due to invisibility. Brand Awareness. Very Low sales in consumer market. High Prices. Positioned as medicated
Abbotts efforts to promote brand:
Above the Line Marketing:
Morning Shows:
Beauticians linked with Club Blue (Masarrat Misbah, Angie Marshall, Rohana Iqbal etc) will be invited to popular morning shows with Dr. Shaista Wahidi/Nadia Khan. These beauticians will advocate the use of Selsun Blue and call for action for the target audience to patronize the shampoo.
Below the Line Marketing:
Store Interceptors
Female Store Managers/Interceptors will be located at selected outlets in the launch cities. These female interceptors will be present at the shampoo isle and will approach ladies purchasing a shampoo. They will enquire about any dandruff issues and will propose Selsun Blue as the gentle and ultimate solution to dandruff. FBI Female Beauty Inspectors The circulation of Mobile Activation Units in metro cities, Mall Activations will be based on having a team of Female Beauty Inspectors (FBIs). These females will go around the venue, and meet with random women. The FBIs will stop the women and ask them to have a hair check-up. A dandruff catcher will help the FBI in identifying if the woman has any dandruff. If so, she
would request the lady to have her hair washed with Selsun Blue at the MAU or hair wash unit located at the venue.
Club Blue Activities
Club Blue is a platform which we use to promote Selsun Blue to the owners and managers of the various high profile beauty parlors operating in the top metro cities of Pakistan. These activities include: Seminars for beautician of the salons A top beautician will give a demo on hair wash and styling, followed by hi-tea with the target audience of Club Blue. This will keep them up to date with the product offerings and will help promote the use of Selsun Blue at their outlets. A top model may also be invited to the event to endorse the brand
Store/Mall Branding
Footsteps leading to the Selsun Blue Shampoo rack/shelf at the same time, footsteps would diminish or point away from competitor shampoos shelves Mirrors at malls and restaurants would have a dirty wig placed where the face reflection would be seen. An arrow pointing to Selsun Blue hair wig with a statement This can be you, switch to Selsun Blue.
Recommendations:
Awareness of the brand should be created through more use of Medias such as Billboards. In short brand recalls should be there. Strong endorsements should be used for gaining peoples faith to give it a try Prices should be reduced with respect to current competitors prevailing in the market New market should be explored and developed rather than Karachi There is always been an ambiguity in positioning of this product. proper advertising campaigns should be run which enforce positioning and new features of this product
