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7/30/2019 Save Brand

1/11

CAN THIS BRAND BE

SAVED ?


2/11

CAN THIS BRAND BE

SAVED ?SUBMITTED BY:

IMRAN KHAN (5171)SHIRAZ KHAN (6001)SYED MAAZ HASAN (6012)S.M. MUBEEN ZAFAR (6083)OVAIS YOUNUS (6139)ASAD AZEEM BAIG (6177)M. WAQAS IQBAL (6225)


3/11

REVIEWING MARKETING

EFFECTIVENESS

The overall measure of marketing effectiveness of La Shampoo can then

be assessed against the following scale:

05 = None

610 = Poor

1115 = Fair

1620 = Good

2125 = Very good

2630 = Superior


4/11

REVIEWING MARKETING

EFFECTIVENESS

The scoring process

La Shampoo scored in the following terms in this particular case studyunder the following heads;

1. A customer-oriented philosophy 04/06

2. An integrated marketing organization 02/06

3. Adequate marketing information 04/06

4. A strategic orientation 05/06

5. Operational efficiency. 03/06

Grand Total 18/30


5/11

REVIEWING MARKETING

EFFECTIVENESS

La Shampoo has scored Goodin the market effectiveness and thats

the sole reason why La Shampoo retained 4% of the market share to

itself for the last 14 years. La Shampoo has scored very well under

Strategic Orientation which suggests that they are following the

strategies that are congruent with their corporate goals. But in order

compete with the always increasing competition La Shampoo has to

capitalize on the areas of concern like Integrating Marketing practices

in their entire Organization and its Operational Efficiency.

So in order to maintain & recapture its market, some serious

improvement are to be made in the La Shampoos marketing practices

especially under those heads were La shampoo has performed not that

good.


6/11

SWOT ANALYSISSTRENGTHS

o Stylish image

o Brand loyalty

o Premium product

o

Good willo European quality image

WEAKNESSES

o Remained unchanged over long

period over time

o

Outdated and obsolete producto Expensive product

o Very slight variations

o Lack of herbal & organic ingredient

claims

o Lack of coordination among

management

OPPURTUNITIES

o Addition & claim of herbal and

organic ingredients

o Re-establish name in the premium

category of this particular product

o Space in the combo market

(Shampoo + Conditioner)

THREATS

o Increasing competition in the

particular product category

o More expensive product thencompetitors

o Many substitutes in the market


7/11

RATING OPPURTUNITIES

AND THREATSIMPORTANCE

High Medium Low

OPPURTUNITIES

Organic & Herbal Claims ***

Re-establish Premium Category ***

Combo Market ***

THREATSIncreased Competition ***

More Expensive ***

Substitutes ***


8/11

TOWS STRATEGIES

S-O STRATEGY

1. Addition of herbal & organic ingredients will be helpful in

justifying the premium image of the brand.

2. The company can utilize the customer loyalty & goodwill by

launching combo product(s).

S-T STRATEGY

1. Product differentiation on the basis of quality will reduce the

persisting competition in the marketing.

2. Established goodwill of this product restricts the new comersentrance in the particular market.


9/11

TOWS STRATEGIES

W-O STRATEGY

1. Significant changes are to be injected in the product, according to

the prevailing demand of natural premium products in the market.

2. New combinations & complements are to be introduced in order to

convert the declining stage of this brand into maturity stage.

W-T STRATEGY

1. The increased competition in the market can be coped up with

more & more innovations in this product and its complements.

2. Innovations are not the only way to stay in the market but the costfactor is also to be reduced in order to compete at price level as

well.


10/11

ACM MATRIX


11/11

ASSET-COMPETENCY

MATRIXIn this case scenario by plotting our product namely La Shampoo, onthe ACM matrix we determined that it lies in between the medium &

highMarket Attractiveness zone furthermore in the category ofAssets

and Competencies it lies in the weak zone of the particular matrix. By

keeping in view the current position of the brand the ACM matrixsuggests that the brand has to acquire competencies by internal

investment or acquisition. We can further elaborate this in the sense

that La Shampoo must add organic & natural ingredients in their

current product and must step into the combo market by introducing

combo-features such as shampoo plus conditioner.The current trends in the market (keeping in mind the 1980s)

the shampoo market was growing immensely in the United States

which will eventually shift theMarketAttractiveness into the High

zone as the time progresses so it is beneficial for La Shampoo to invest

in the growing market.

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