Tresemme Marketing Strategy

Only available on StudyMode
  • Download(s) : 1661
  • Published : May 21, 2013
Open Document
Text Preview
PAPER MARKETING MANAGEMENT

Content ............................................................................................................................... Executive Summary ........................................................................................................... Company Background & Objective ................................................................................... Marketing Strategy ............................................................................................................ Customer Analysis ............................................................................................................ Result of Marketing Strategy ............................................................................................ Conclusion .......................................................................................................................

I. EXECUTIVE SUMMARY

TRESemmè is a brand of haircare product that started up on 1974 in St. Louis, Missouri. At the very first time TRESemmè was only intended to be distributed within salon for professional hairstylist. But, with the increasing demand from salon and expanded market scope, TRESemmè realized their potential market and re-launch as the home haircare product that provided professional salon quality without the salon price. Unlike other affordable haircare product that sells their product in a mainstream way, like having brand ambassador and so forth, TRESemmè choose to build partnership with prestigious event and competition to gain the brand awareness from all form of society. TRESemmè believe that through making partnership with prestigious events and competition like Asia’s Next Top Model and Mercedes-Benz Fashion Week, customer will believe their quality without worrying the high price. After taken over by Unilever in 2011, TRESemmè even gain more success. Their market scope is expanded to Asia and some other countries. They are now competing with various international products, like Pantene, Garnier and so forth. In 2011, they are having the biggest market share for the shampoo. Realizing that they still have many weaknesses regarding the product range and somehow intimidating bottle size, TRESemmè is still having their own spotlight.

II. COMPANY BACKGROUND & OBJECTIVES

TRESemme’s Profile

This brand starts of on St. Louis, Missouri on 1974 to be distributed within salon. As time goes by, the product became more popular and realizing the truth that every woman deserves a beautiful hair with affordable price, TRESemmè launched their product for public with affordable price. They commit to have a salon quality product that tested by professional stylist but still affordable for everyone. The name “TRESemmè” itself is a wordplay that referred to Edna L. Emme as the spokeperson in haircare industry. Some people also said that “TRESemmè” is a wordplay from “très aimé” which means “very liked” in French. In 2011, TRESemmè is taken over by Unilever for $3.7 Billion. After it has taken over, TRESemmè expand their range of market to Asia and some other country surrounding. They believe that TRESemmè can gain success. Unilever see potentiality in their product and could inline with Unilever’s mission to provide customer’s goods with affordable price.
Though TRESemmè build partnership with prestigious events and competition, they do not give their customer a high price. The partnership built to prove how qualified they are as a haircare product and to prove that customer can get salon quality hair without going there. The partnership has proven to increase their sales and brand awareness. People like TRESemmè and they keep buying it due to its affordable price.

TRESemmè Mission Statement

As a product with a professional stylist’s standard, TRESemmè’s mission is to provide the best haircare product that can be afforded by anyone. They believe that everyone deserve...
tracking img