Biztek

Institute of Business & Technology

Methods Of Business Research

Submitted &

Presented
To
Mr.Mansoob-ur-Rehman

Presented by
Shumaila Noorani Abbas Hussain Muhammad Farhan Khan Taha Yaseen Ayesha Salim Faheem Jaan BME BM BM BM BM BM-775. -25034 -25032 -25093 -25035

PERFORMANCE

Table of Contents

Company Profile Objective Product History Product Information Brand Identity Old Selsun Blue (Past Issues) Market Analysis (SWOT) Competitors Analysis Critical Success Factors Target Market Re-launch of Selsun Blue Make the Switch! Re-launch Cities Selsun Blue Re-launch Tactical Plan

ATL Options BTL Options

About

ABBOTT Laboratories

Pakistan (PVT).LTD
Abbott laboratories is MNC almost 57 years old in Pakistan and now top second company in Pharmaceutical in Pakistan with the wide rang in Pharma , Nutrition , Consumer Products (GHC).

Objective:
The purpose of this research is to discover all the reasons behind performance of Selsun Blue range products specifically Selsun Blue Moisturizing Treatment. Initial findings are that Selsun Blue medicated anti dandruff shampoo was also suffering declining sales from past few years.

Selsun Blue

Product Information
Selsun Blue is a daily anti-dandruff shampoo. It is perceived to be better than any other anti-dandruff shampoo as it is a US imported formula which not only removes dandruff but also reduces the cell turnover rate; which is the basic cause of flakes and itch.
Research proves that Selsun Blue gives you

2x

better dandruff control than any antidandruff shampoo.

Selsun Blue

Brand Identity
Its only because of you Selsun Blue!!

Selsun Blue

Selsun Blue Shampoo Past Issues

Existing as a Medicated product. Very Low sales in consumer market. Old designed packing.

Selsun Blue

Market Analysis (SWOT)

Strength Head & Shoulders
Brand loyalty Large distribution network Big budgets

Weakness
Lacking creative campaigns

Opportunity
New market development Heavy investment in research of shampoos High rates of imported shampoos Explore the baby shampoo market Rural areas are a large prospective market.

Threat
Sunsilk New entrants Rapid change in prices of raw materials and uncertain economic conditions Imported brands Macroeconomic environment Survey shows that consumers tend to switch brands regularly Imported brands Macroeconomic environment

Sunsilk

Large distribution network High brand recall Large product range High demand from masses Strong endorsements Large distribution network Customers believe in Unilever products Strong endorsements

Competitors offer better alternatives

Clear Shampoo

A new entrant, has to face tough competitions and put forward large budgets.

Can leverage on the Unilever brand name

Selsun Blue

SWOT Analysis
Strengths
Brand awareness Promise recall Slogan awareness

Opportunities
Trade development / merchandising New packaging (change bottle / launch sachet) (qtr4,2008) Selsun Naturals (qtr2,2009) Selsun Salon (qtr 4,2009)

Weakness
Highly medicated, not for beautiful hair Available for sale at medical counter Unclear positioning of variants (BT/MT) Perceived as local / unfashionable / non glamorous

Threats
Counter attack by H&S, Clear Share of voice war

Competitors Analysis
Chart 1 (Sachets)Price / QTY
6 5 4 3 2 1 0 Selsun Blue H&S Sunsilk Clear Sachets Rate Price/ ml

Competitors Analysis
Chart 2 (Medium Bottle)Price / QTY
120 100 80 60 40 20 0 Selsun Blue H&S Sunsilk Clear Medium Size Rate Price/ ml

Competitors Analysis
Chart 3 (Large Bottle)Price / QTY
200 180 160 140 120 100 80 60 40 20 0 Selsun Blue H&S Sunsilk Clear

Large Size Rate Price/ ml

Survey Results

on Brand Consciousness
5% 10% Brand conscious about shampoos Cost 40% Quality 30% Packaging

Over All Consumer Survey of

Selsun Blue Shampoo

100 90 80 70 60 50 40 30 20 10 0 Selsun user Perceive Med Awarness Ex Users

Selsun Blue

Selsun Blue Shampoo Current Issues

Brand Image due to invisibility.
Brand Awareness. Very Low sales in consumer market. High Prices. Positioned as medicated.

USP & Target Market

The consumer of Selsun Blue would be one who is modern, intelligent, seeks for a rationale to use/buy a product which provides an overall sense of confidence about him/her self.

Make the Switch

Launch

Selsun Blue

Positioning Statement
Dandruff free hair,

so soft so rich,
no flakes no itch

Selsun Blue

Re-launch of Selsun Blue

With the presence of brands such as the

market leader and Selsun Blues direct competitor Head & Shoulders plus others like Clear, Sunsilk, Pantene, Garnier and Loreal Selsun Blue holds about 2% share of the shampoo market. Keeping the current status in mind, Abbott GHC wishes to re-launch the brand with a new look along with providing the consumer greater benefits of patronizing Selsun Blue.

Selsun Blue

Make the Switch!

While conducting a dip-stick survey on the

shampoo market and the consumers of various shampoos, a very important and relevant insight obtained was that consumers switch their shampoo after every 5-8 months.
This may be because they are either bored

of their shampoo, or wish to try the new options in the market, or believe in a rumor about getting immune to one shampoo!
Keeping this in mind, the Selsun Blue re-launch campaign will be centered on the theme

Make the Switch

Selsun Blue

Re-launch City
The first phase of the launch of Selsun Blue will take place at the following cities:
Karachi

In the second phase, the launch campaign will go to Lahore ,Islamabad and Faisalabad.

ATL Options BTL Options

Tactical Plan - ATL

Morning Shows
Beauticians linked with Club Blue

(Masarrat Misbah, Angie Marshall, Rohana Iqbal etc) will be invited to popular morning shows with Dr. Shaista Wahidi/Nadia Khan.
These beauticians will advocate the

use of Selsun Blue and call for action for the target audience to patronize the shampoo.

New Selsun Blue Moisturizing Formula

TVC Of

Tactical Plan - BTL

Store Interceptors
Female Store Managers/Interceptors will be located at selected outlets

in the launch cities. These female interceptors will be present at the shampoo isle and will approach ladies purchasing a shampoo. They will enquire about any dandruff issues and will propose Selsun Blue as the gentle and ultimate solution to dandruff.

Tactical Plan - BTL

FBI Female Beauty Inspectors

The circulation of Mobile Activation Units in metro cities, Mall Activations will be based on having a team of Female Beauty Inspectors (FBIs).

These females will go around the venue, and meet with random women. The FBIs will stop the women and ask them to have a hair check-up. A dandruff catcher will help the FBI in identifying if the woman has any dandruff. If so, she would request the lady to have her hair washed with Selsun Blue at the MAU or hair wash unit located at the venue.

Tactical Plan - BTL

Club Blue Activities

Club Blue is a platform which we use to

promote Selsun Blue to the owners and managers of the various high profile beauty parlors operating in the top metro cities of Pakistan. These activities include:
Seminars for beautician of the salons A top beautician will give a demo on hair

wash and styling, followed by hi-tea with the target audience of Club Blue. This will keep them up to date with the product offerings and will help promote the use of Selsun Blue at their outlets. A top model may also be invited to the event to endorse the brand

Tactical Plan - BTL

Store/Mall Branding
Footsteps leading to the Selsun Blue Shampoo rack/shelf at the same time, footsteps would diminish or point away from competitor shampoos shelves. Mirrors at malls and restaurants would have a dirty wig placed where the face reflection would be seen. An arrow pointing to Selsun Blue hair wig with a statement This can be you, switch to Selsun Blue.

ABBOTT
A Promise For Life