Client/Client
Contact Info:
TRESemmé
To speak with a live representative: 1-888-7054
Monday-Friday 8:30 AM-6:00 PM Eastern Time.
Project:
New Campaign for TRESemmé hair products
New Campaign for TRESemmé hair products
Prepared by:
Kayla Gasbarro
Cell: (412) 992-6239
Katherine
Thompson
Cell: (631) 379-3114
Background/Overview:
Through conducting our primary and secondary research we have discovered that the leaders in the premium brand hair care segment are Pantene first, grossing $436 million in sales in 2010, followed by Garnier Fructis which grossed $221 million in sales in 2010. TRESemmé is ranked third compared to its competitors, grossing $211 million in 2010. Though ranked third, TRESemmé grew faster than both brands in 2010 and was the only brand to increase sales in all four main segments of hair care products (hair spray, styling products, shampoo, conditioner). The state of the market is currently overly crowded and competitive due to the high volume of products, and the fact that some people are shopping for value brands instead of premium brands because of their cheaper prices.
Through conducting our primary and secondary research we have discovered that the leaders in the premium brand hair care segment are Pantene first, grossing $436 million in sales in 2010, followed by Garnier Fructis which grossed $221 million in sales in 2010. TRESemmé is ranked third compared to its competitors, grossing $211 million in 2010. Though ranked third, TRESemmé grew faster than both brands in 2010 and was the only brand to increase sales in all four main segments of hair care products (hair spray, styling products, shampoo, conditioner). The state of the market is currently overly crowded and competitive due to the high volume of products, and the fact that some people are shopping for value brands instead of premium brands because of their cheaper prices.
Objective/Purpose of the ad:
We want people to associate TRESemmé with not only quality,
but affordability as well, in order to compete with bargain brands and premium
brands alike.
Target Audience:
This ad will be aimed most specifically at teenagers, as they are already TRESemmé’s primary target audience. Along with teenagers we will target upper middle class consumers, middle class and housewives, plus upper and rural consumers.
This ad will be aimed most specifically at teenagers, as they are already TRESemmé’s primary target audience. Along with teenagers we will target upper middle class consumers, middle class and housewives, plus upper and rural consumers.
Most important
aspect of the campaign:
“Consumer- you can get salon-quality hair products for the
price of the bargain brands by using TRESemmé.”
Why Should
Consumer Buy TRESemmé over its competitors?
1.) We offer a range of styling products that can fit any
hair type 2.) Rave reviews from current customers 3.) Affordable prices without
sacrificing quality products 4.) Received various beauty awards from reputable
critics
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