Case Solutions

Topics: Brand management, Brand, Hair conditioner Pages: 4 (1392 words) Published: April 13, 2015
Q1. Based on the data in case Exhibit I, what inferences can be drawn from the survey responses regarding the herbal shampoo category? As per Exhibit 1 the following inferences can be drawn from the survey regarding herbal shampoo category: * The respondents felt that herbal shampoos need to be used in large quantity for lather and that the protein content is important for making hair strong, shiny and soft. * Respondents chose their shampoo based on their hair type and texture. * They feel that protein by no means is harmful for their scalp or skin. * They reported that most of the herbal shampoos are rich in protein and also felt that hair oil is better than shampoos for thicker, longer and darker hair. * They reported that dry hair needs extra nourishment and moisturizing. * Conditioners are very important for people with long and strong hairs and that protein conditioners preserve hair’s moisture and give a strong sensual appeal. * Respondents using Herbal shampoo felt that natural ingredients like Keratin and soy proteins are not necessarily better than artificial foaming agents and synthetic colours. * Survey also revealed that consumers felt that protein conditioners cannot be used on artificially coloured or permed hair. …………………………………………………

Q 2. Discuss the implications of your analysis of Q.1 for both the category the brands involved in the study. The inferences made in Q.1 can result in several implications regarding herbal and non-herbal shampoos. As the respondents felt that protein is an important ingredient for shampoos it should be included in it. Since the respondents also regard conditioners important for their hair, shampoo and conditioners can be given in combo packs to attract more customers. Furthermore, since the survey revealed that hair oil is better than shampoos it would be beneficial if hair oil could be incorporated as an ingredient. Brands should not put too much focus on ingredients such as Keratin and soy proteins as this does not...
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