Shampoo Buying:
A “Bad Hair” Day?
CB1_Group 5
Introduction
Have you ever?
- Being crazy when
choosing a shampoo
- Spending a lot of time
for making decision
Agency Movements
- Persuade consumers to try
a new brand
- Television, print, the
Internet, and outdoor
advertising, most
commonly in the form of
billboards
Summary Case Study
Benefits JWT - Advertising
Cream Silk Hair
influences customer
Defense - Unilever’s
behaviors
promotion campaign
Between brand and Ad agency has to put more
customers The advertising has conducted by effort on advertising that can
Customer: chooses the switching out the horsehair violin bows reinforce brand loyalty and
best suitable shampoo for traditionally used and persuade customer to try a
their hair exchange them with human hair on new product
Brand: promotes the four of his violin bows, This
buying power hair had been washed and conditioned
with Cream Silk.
This special concert succeed without
even one broken hair during 4 hours.
1 2
3
01 Question 1
Describe Cream Silk’s promotion
within the context of the
multiattribute model.
What limitations might this
model have for predicting
consumer’s attitudes and
purchase behavior towards
Cream Silk?
Multi attribute Model for Cream Silk’s promotion
Importance
Strength 1
Celebrity Endorsement 3
C0mpelling advertising 2
-> The promotion perfectly and persuasively portrayed how strong its product is through the usage of
an exprety (source credibility)
->Unilever can also utilize the power of association: when consumers think of Cream Silk, they will
also recall the good feeling that occurred while being given the product
Limitations
ONE TWO THREE
The model predicts the Measures of attitude may Subjective and cultural
behavior and not the not really correspond to norms: different definition
outcome the behavior of strong hair?
TYPES OF
02
MESSAGE APPEAL
Rational
CREAM
SILK
Emotional, OLD
Sex and
Humor SPICE
THE HUMAN THAT’S THE
HAIR QUARTET POWER OF HAIR
Central Route Peripheral Route
THAI DUONG SHAMPOO’S STRATEGY
Focus on promoting the Access the market in an
product's ingredients intelligence way
Hair care products from "pure Niche market (1):
Vietnamese" ingredients (1) -> Average age of 30 and older
-> Different from competitors and match -> Pay attention to natural ingredients
Central Route
with Vietnamese customers’ preferences. Peripheral Route
and no chemicals,...
SUGGESTED APPROACH FOR THAI DUONG SHAMPOO
Sponsor Campaign:
When customers agree to use Thai
Duong shampoo, this service will
be free. Besides, in the case they
like these products, customers
can buy directly at the Salon at a
discounted price.
Message:
Providing customers with the
chance to experience the products
and have the most accurate
reviews.
THE COMMUNICATION WAYS
Based on the the Peripheral route to
Persuasion:
● When the value of a product has not
been mentioned, the way it is
presented should be of primary
●
interest to the customer:
Who endorses it: Recommendations
Sponsor Campaign
from the staff
● Images associated with it: Prestigious ● Offer Hair Salons free products and
Salons, promotions,... hair washing service subsidies.
● Customers may purchase products with ● Ask the hair salon to put up
low engagement mainly because the advertisements for the certificates and
marketer designs a “sexy” package, awards that the product has achieved
chooses a famous spokesperson, or ● Staff introduce the product to
creates a stimulating shopping customers while doing the service
environment
→ Emotional or behavioural buying
LESSONS LEARNED
Hair care product Multiattribute Thai Duong Shampoo
buying power can be attitude model Strategy
influenced by
Advertising conducted by The model focus on the Understand product ingredients
agency on television, radio, cognitive, preferences of Access market in an intelligence
media and celebrity customers before customer way
endorsers which can decides to buy any -> Different from competitors and
promote the sale volume product. reach target customers
REFERENCES LIST
(1) Hạnh L. Chiến Lược Marketing Của Dược Liệu Thái Dương Tạo RA SỰ Khác Biệt [Internet]. MarketingAI. 2020 [cited
2022Feb6]. Available from:
https://marketingai.vn/lieu-chien-luoc-marketing-cua-duoc-lieu-thai-duong-co-tao-ra-duoc-khac-biet/
(2) Solomon M. Consumer behavior: Buying, having, and being, global edition. 12th ed. London, England: Pearson
Education; 2018.
