Herbal Essences Strategic Message Planner. By Sara Prendergast

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1 Herbal Essences Strategic Message Planner By Sara Prendergast

2 Table of Contents 1. Product Summary.3 2. Target Audience Product Benefits.5 4. Current Brand Image 5 5. Ideal Brand Image Direct Competitors Indirect Competitors Advertising Goal Strategic Message Features and Benefits

3 Part One: Product Summary Herbal Essences conditioner is a The Procter & Gamble Co. product. Its easy accessibility and economic pricing follow the P&G mission of making brands that make life better everyday. With prices ranging from $1.23 for a 1.7ounce bottle to $6.99 for a 33.8 ounce bottle, people of almost every income class can easily purchase the product. The conditioner comes in a variety of sizes including 1.7, 10.1, 16.9, 23.7, and 33.8 fluid ounces. The brightly colored packaging gets the buyer s attention, while clever names and trivia questions draw in a youthful audience. Each bottle has a different natural image such as flowers or fruit on the front to symbolize inspiration by nature. The curved design of the bottle makes it more likely that the customer will buy both the shampoo and conditioner. The conditioner is available at drug stores, grocery stores, and superstores such as Wal- Mart and Target. It is also available on the Herbal Essences website. It comes in 17 different variations including formulas for specific hair types, volume, color- treated hair, and a new naked line of products made from natural ingredients. Some complaints about the conditioner are that it can cause hair to be greasy, can sometimes have a medicinal smell, and that the shampoo doesn t work well with it in some cases. Specific variations such as Tousle Me Softly are said to cause tangles in hair. It s primarily used to soften and strengthen hair, as well as add a pleasant fragrance. The conditioner actually has many different unconventional uses. It works very well as shaving cream, can be used to clean delicates, protects leather shoes, and can be used as a makeup remover. It can also grease door hinges, stretch out shrunken sweaters, and replace body lotion and cuticle cream. 3

4 Herbal Essences parent company, Procter & Gamble Co., is a well- known company. Ranked 31 on the 2014 Fortune 500 list, it is responsible for 100 different brands. 23 of these brands exhibit annual sales of more than $1 billion annually, and generated over $44 billion in revenue for P&G in In the area of hair care, P&G s top competitors are L Oreal SA, Unilever N.V., and Sunstar Inc. P&G is committed to improving everyday lives with quality and affordable brands, something it continues to do with Herbal Essences. The best medium for the Herbal Essences conditioner is a combination of Internet platforms and strategically placed print advertisements. Herbal Essences is designed to meet the needs of a younger audience. This target audience is frequently online and is involved with various social media accounts. Herbal Essences has already launched a YouTube campaign to allow buyers to create their own commercial through online interactions. Online engagement through YouTube and the product s website also allows for hair tutorials and professional tips to engage its audience. The print ads would be focused on magazines, such as Seventeen Magazine, that are aimed toward the teenage to young adult age groups. Part Two: Target Audience The ideal target audience member, let s name her Kristin, is a woman between the ages of 12 and 30. She lives in a household that has an income between $23,000 and $60,000 per year. She is single and has at least a high school education with the possibility of a college education, or is just starting a new career and is employed either full of part time. Kristin values her appearance, but tends to favor economy over quality. She values time with friends and is always looking for new 4

5 adventures. She spends a large amount of time online and is an avid social media user. Kristin is what Young and Rubican describe as the Aspirer. She is materialistic and very concerned about image, persona and fashion. She is the wannabe, who desires to buy expensive products, but can t afford it. She buys imitation products and is likely to be impressed by flashy packaging rather than the quality of the product. She tries a lot of different activities, such as yoga, but is unlikely to stick with them, making her appreciate a variety of choices. Part Three: Product Benefits Herbal Essences conditioner provides healthy and stylish hair at a fraction of the cost of other major products. It inspires confidence in its users. Part Four: Current Brand Image Herbal Essences is currently in the process of transitioning its brand image. It was originally seen as another cheap option for hair care. With the cheesy hairgasm commercials of the 90 s, the product lacked a clear audience or direction. Over the past decade, Herbal Essences has been slowly working toward reforming that image into a younger, more adventurous brand. Young celebrities such as Leighton Meester are used to further pursue this goal. Part Five: Ideal Brand Image The ideal brand image involves continued progress in the current direction. The new image has a fun and adventurous appeal to a younger audience. YouTube 5

6 campaigns such as Be Everyone You Are, encourage girls to embrace their different qualities and try something new. The ideal brand would show Herbal Essences as a fun and exciting alternative to expensive salon- quality products. In one word, the brand could be described as adventurous. Its potential buyers are attracted to new products and activities that they can try without commitment. Herbal Essences needs to become the next new thing to try. It is youthful, fun, and full of possibility. The Herbal Essences of tomorrow provides quality hair care without the commitment of purchasing a more expensive product. Part 6: Direct Competition The first major competitor is Tresemme conditioner. Its parent company is Unilever N.V.; one of the major competitors for Procter & Gamble Co. Tresemme is aimed at the same age group as Herbal Essences and is roughly the same price. Its brand image is portrayed as fashion- forward, salon quality hair at an accessible price. One of its major brand slogans is that it is used by professionals. Tresemme uses events such as Fashion Week in order to create a sleek and stylish image. The black design of the conditioner bottles reinforces this image. It has seven different types of conditioner including color protection, volumizing, and strength. Tresemme s prices range from $3.99 for a 32- ounce bottle to $5.99 for a 9- ounce bottle, making it comparable to Herbal Essences products. The second competitor is Garnier Fructis conditioner. Its parent company is L Oreal SA, which is another major competitor for P&G. It s aimed at the same age group as Herbal Essences and is in the same price range. Its brand image is similar 6

7 to Herbal Essences ideal brand image, in that it is brightly colored and aimed to a young audience. Garnier uses celebrities such as Tina Fey and Sarah Jessica Parker to emulate a fun and exciting brand. Its commercials include light and upbeat music, while it s packaging all contains an unmistakable bright green color. The color and its Garnier Green campaign show Garnier s focus on nature and the environment. It has eight different types of conditioner and ranges in price from $2.54 for a 13- ounce bottle to $6.99 for a ounce bottle. The third competitor for Herbal Essences is Pantene. Pantene has the same parent company as Herbal Essences in Proctor & Gamble Co. Pantene s brand image is focused on empowering women while creating healthy hair at a reasonable price. The #Shinestrong campaign emphasizes this image by urging women to stop apologizing and not let labels hold them back. Pantene s white bottles and the Give Beautiful Lengths initiative against breast cancer show the focus on health. While Pantene focuses on a slightly older demographic than Herbal Essences, its audiences still overlap in their 20s. It has 19 variations of conditioner. Its prices range from $3.79 for 12.6 ounces to $6.49 for 29.2 ounces. Pantene also has an Expert Collection that is slightly more expensive, ranging from $7.99 to $ Part Seven: Indirect Competitors The first indirect competitor is Herbal Essences shampoo conditioner 2 in 1. By using shampoo conditioner 2 in 1, the potential buyer eliminates the need to purchase both shampoo and conditioner separately. The brand image is nearly identical to Herbal Essences conditioner. The benefit of increased efficiency adds to 7

8 the appeal of shampoo conditioner 2 in 1. With the large part of the demographic in high school or college, efficiency is an attractive benefit. The shampoo conditioner 2 in 1 does lack the variety that the conditioner has. It s only offered in Body Envy and Hello Hydration, while the regular conditioner has 17 different varieties. With prices ranging from $2.88 to $8.99, it s comparable in price to Herbal Essences conditioner. The second indirect competitor is Suave Professionals Keratin Infusion Defense Leave- In Conditioner. Many people that use leave- in conditioner avoid using traditional conditioner as well, making this brand competitive with Herbal Essences conditioner. Suave s brand image focuses on natural beauty. In all of their advertisements, the models wear minimal makeup and are dressed in white. Suave s new Professionals line is aimed at giving more of a professional image to a brand that has been regarded as cheap. The Keratin Infusion line is aimed to be the more affordable alternative L Oreal SA s Kérastase. The leave in conditioner doesn t have any other varieties, but has a competitive price at around $3 for a 5.1- ounce bottle. Part Eight: Advertising Goal To further alter the perception from the cheap image of the past to the fun, youthful, and adventurous image of today. Part Nine: Strategic Message Herbal Essences creates an experience for your hair at an affordable price. It allows you to be adventurous and discover everything your hair is without the commitment of a more expensive brand. 8

9 Part Ten: Features and Benefits Features Jojoba Oil Passion Fruit Extracts The Procter & Gamble Co. Logo Price of about 20 cents per ounce It is found at every major superstore, grocery store, or drugstore, as well as online. Benefits It s an all nature ingredient that can add shine, elasticity, and softness to hair. The Herbal Essences fragrances give the line its signature scent to create a complete experience. It builds trust in the product because of the trust in its parent company. It is affordable for nearly every person. It allows for customers to easily access the product regardless of where they live. 9

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