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The Indian category belief is centered on their way of life, practices and alternatives.
Income is usually used to determine the Indian consumers purchasing power and affordability
and how important their perception of purchasing a bottle or sachet of shampoo. However, it is
also prevalent how brand communication has presented some changing dynamics in shampoo
usage.
Lifestyle, Practices and Alternatives
Family orientation is extremely important to the Indian consumer as shown in Exhibit 7
(page ). This encompasses their extended family and friends. Brands tend to be more successful
and accepted if they are geared towards the supporting of family values, values of nurturing, care
and love. According to Seema Gupta, these values are far more influential than those of
achievement and ambitions. Products that convey feelings and emotions resonate more with the
Indian consumers. Therefore history and tradition are factors which are instrumental in the
shaping of the Indian consumers behavior.
Successful brands that penetrated the market were found to be advertised in places where
families went for a day of entertainment. Also, the respondent profile in Exhibit 7 (page 12)
captured a myriad of factors such as the background, identity, aspirations, dreams, media habits,
buying patterns and awareness of the Indian consumer or the targeted market. When interviewed,
the backbones of all these factors were centered on family. Their feedback related to their roles
and relationships in their family and the social acceptance by friends and neighbors and the
respect for their family in society.
descriptions conveyed an identity that entailed family and as regular television viewers this was
done typically with family at nights. Exhibit 9 (page 17) revealed that 37 % of consumers chose
a particular brand of shampoo recommended by a friend or neighbor.
The survey in Exhibit 9 revealed that although 96 % of consumers learned about
shampoos through television advertisements and favored and used the Clinic plus brand, 71 % of
users still used alternatives to shampoos such as the Shikakai, an herbal powder accounting for
67% of respondents and the other 37% using Soap.
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Television and liked it. Clinic Plus (93%), Chik (76%), Head and Shoulders (53%), Sunsilk
(37%) and Clinic all Clear (20%) are the top 5 brands that fall within the unaided awareness
category. Given that Clinic Plus (75%), Chik (76%), Head and Shoulders (47%), Chik (59%) of
consumers have seen advertisements on these popular brands, attributed to the 38 % of
consumers in rural. While on the other hand both primary and secondary reference groups show
how influential they are on the consumers buying behavior. 32 % accounted for family and
friends bringing awareness of the shampoos to the individual, while 31% accounted for store
advice. 37 % of consumers chose a brand of shampoo because it was referred by a friend or
neighbor.
Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those
advertising elements that, match with the cognitive beliefs?)
The cognitive beliefs held by individuals are the knowledge that a consumer has about
objects, their attributes, and their benefits that is derived from direct experience with the object
and information from other sources. The cognitive beliefs of the different shampoo brands may
be assessed by first examining consumers cognitive belief of each brand and second by
examining the similarities and differences in the perception of the different brands by consumers.
Clinic Plus
Clinic Plus is a cosmetic shampoo brand that is targeted at low-income users, particularly
those in the semi-urban and rural areas. Clinic Plus positions itself as a Family Value and Health
Foundation brand and it is evident that this positioning strategy was effective as most
consumers were in agreement, with a score of 3.6, that the brand is a brand that they use for their
family (Page 18, Exhibit 10). The brand also promises to solve hair fall out while providing
lustre, shine and strength. The advertising elements that match with these cognitive beliefs are
the ad illustrating a mother and daughter as well as the ad focusing on preventing hair fallout.
Head and Shoulders
Head and Shoulders is an anti-dandruff brand of shampoo approved by dermatologists
and endorsed by celebrities. It is priced in the premium tier and targeted to customers who are
seeking an anti-dandruff solution. It is apparent that consumers perceive the brand as the leading
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anti-dandruff solution, as it received the highest rating for the prevention of dandruff among the
three brands. The advertising elements that match with these cognitive beliefs are providing
assurance through science by using a high percentage of 95% to support the claim of reduced
hair fallout and believability due to 9/10 dermatologists recommending the brand.
Chik
Chik is a cosmetic shampoo brand that is priced in the popular/economic tier and is
targeted to low-income consumers in the semi-urban and rural areas. Chik promises soft,
nourished, beautiful hair for the confidant Indian woman. The brand received a 3.8 for both
keeping customers hair healthy and strong and keeping their hair untangled and smooth (Exhibit
12, Page 20). This illustrates that consumers knowledge of the brand is in line with how the
brand has positioned itself. The advertising elements that match with these cognitive beliefs are
the ads portraying hair that is soft, nourished, free of tangles and beautiful all the time.
Based on the consumers perceptions of all three brands, the similarities and differences may be
summed up below.
Similarities among Clinic Plus, Head and Shoulders and Chik
Customers strongly agreed that all three brands prevented dandruff, made hair smell
fresh, had a great fragrance and keeps hair healthy and strong with score ranging from 3.8 to 4.0
along these categories. Most customers also stated that they will ask friends or neighbours about
this brand, with scores ranging from 3.7 to 3.9. Customers perception among the three brands
where neutral in the categories of the shampoos having a lot of chemicals, not being different
from any other shampoo, being used by celebrities, allowing customers to feel free and
unworried, making customers feel in control, making customers feel refreshed and revived and
making them feel like everyones eyes are on them. Responses were also neutral when
consumers were asked if the person advertising the product reminded them of themselves.
Customers disagreed when asked if all three brands were expensive, is for persons with long hair,
is a brand for those who are in the outdoors, is a brand for youngsters, should be used for special
occasions and when asked if it reminds them of their childhood.
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3) What are the affective aspects reflected by advertisements of the three brands of shampoo
(What are those advertising elements that match with the affective aspects?)
The affective aspects of a brand are the emotions and feelings that are conjured up by consumers
with relation to the particular brand. Advertisers use this knowledge to evoke particular emotions
in potential and existing customers towards their brands.
Clinic Plus
The Clinic Plus brands advertisements focusses on the affective aspects of happiness, freedom
to explore and confidence. In Storyboard 1, page 9, the ad highlights the ability of the young girl
to play on the cricket team with the boys in her age group. This would not be typical and the
mother who is the influencer in the scenario gives her daughter the assurance that her hair will be
well protected from the elements and kept healthy and strong by the Clinic Plus shampoo. This
assurance gives the daughter the confidence to go out and play well and drive her team to
victory. The result is a happy child and a proud mother. In Storyboard 2, also on page 9, the
young girl is able to return to the playground and be fully confident that she can play and enjoy
herself without having to worry about her hair breaking. This happens after her mother gives her
Clinic Plus which keeps her hair lustrous and strong. The mother also encourages her daughter to
go out and take on the boys in the field
Head & Shoulders
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The Head & Shoulders brands advertisements reflect the aspects of attractiveness and renewal.
The ad in Storyboard 1, page 10, shows a young woman who is examining her breaking hear in
while she combs. The celebrity stars, who is also an influence, endorsement also acts as
reinforcement for viewers and potential users of the shampoo to aspire for the attractive qualities
of the star. The ads voiceover which states that Head & Shoulders shampoo reduces hair fall by
95 per cent based on American Testing center results. In so doing the ad seeks to highlight the
benefits or protecting ones attractiveness by maintaining or renewing the integrity of ones hair.
The Head & Shoulders questionnaire number 4 on page 19 relating to the shampoo keeping hair
looking healthy and strong is an indication that the ad has had some success as the mean
response to the statement is 3.8 suggesting overall agreement by respondents. Storyboard 2 also
on page 10 also focuses on the renewal capabilities of Head & Shoulders. It also uses expert to
endorse the brands capabilities. This aspect of the advertising seems also to resonate well with
respondents to the questionnaire on page 19 and there was a 3.8 mean response to the statement
that the brand was recommended by experts.
Chik
The Chik brands advertisements reflect the affective aspects of confidence and relaxed. The ad
in Storyboard 1, page 11, puts forward a Chik user who is unfazed by the elements as she is
confident whatever the wind throws her way, her hair will be able to manage and return to
looking its best without any fuss. This aspect of the advertising seems also to resonate well with
respondents to the questionnaire on page 20 and there was a 3.8 mean response to the statement
that Chik keeps hair untangled and smooth. Storyboard 2 also on page 11 also focuses on the
relaxed nature of Chik users and shows another Chik user who is quite composed after her hair
gets blow by a passing train. A male onlooker observes as she calmly puts it back in shape. This
young professional woman, who is an influencer herself for other women who for that level to be
able to contribute to their own financial wellbeing, acts as an example and motivator to the stay
at home women who were involved in the study.
4) How can the theory of reasoned action model be applied to each brand? Are there gaps
that can be found with regard to each brand?
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The Theory of Reasoned Action (TRA) is a model for the prediction of behavioural intention,
spanning predications of attitude and predictions of behaviour (Schiffman & Wisenblit, 2015).
The theory of reasoned action incorporates three components cognitive, affective and conative.
According to this model in Figure 1.1 a persons behaviour is determined by its behavioural
intention to perform it. This intention is itself determined by the persons attitudes and subjective
norms towards the behaviour. It can be theorized from the TRA model that people make
conscious choices based on two factors:
o How strongly they perceive the benefits that will lead to a positive outcome
o The social norms, risks and rewards associated with their choice
Figure 1.1 Theory of Reasoned Action
The theory of reasoned action can be applied to each brand by looking at the personal beliefs and
behaviour towards the brands as well as the subjective norms and the customers
willingness/unwillingness to buy to product. The subjective norms incorporate the customers
perception of how others view the behaviour and the individual motivations to comply with
social convention as to which brand they should buy.
Clinic Plus is especially targeted to low income users who are predominately of a lesser income
levels. The shampoo is positioned as a Family Value and Health Foundation which helps to
solve the problem of hair loss while providing lustre, shine and strength. Based on the case it can
be deduced that Indian consumers have a high degree of family orientation and brands that
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identifies and supports family values tends to be popular and accepted easily in the Indian
market.
Head & Shoulders is an anti-dandruff shampoo, it is a part of the fastest growing segment in the
anti-dandruff market and is priced in the premium tier. Based on the case head and shoulders
shampoo would be the only be purchased if and when a consumer is having a dandruff issue, and
because it is the leading anti-dandruff shampoo in the market.
Chik Shampoo is targeted and priced to low income consumers (sub-urban and rural). It is
economical and promises soft, beautiful and nourished hair for the confident Indian woman.
Based on the case the sub-urban and rural consumers are mainly at a disadvantage in the
shampoo products that they choose to purchase and use because of the influence of retailers and
the brands that they choose to sell.
Based on the case the following can be predicted about consumers for each brand using the TRA:
Brand
Predictions
Clinic Plus
Chik Shampoo
5) Based on the analysis and the application of concepts, how can a new brand be launched?
Positioning the Brand:
The Super Shampoo brand has to be positioned as an herbal based product that offers the
identical benefits of the Shikakai herbal powder and Anti-dandruff combined. Given that these
were the missing elements of a complete shampoo.
Brand communication has to be heightened, conveying these benefits making a
comparison in price regarding buying individual products as opposed to a all-in-one shampoo at
an affordable price. Positioning should also create and reiterate the harmful effects of other
brands and soaps inevitably leading to hair fall, the consumers main problem
Based on the survey conducted, Super Shampoo should adapt the following 4Ps of
marketing.
Product
Super shampoo should have Shikakai component
Super shampoo should have Anti-dandruff properties
Super shampoo should be constituted to produce much more foam
The Shampoo should be available in both small and medium packaging , colourful and
attractive to the eye
Place
Super Shampoo should be made available at retailers in the village.
Distribution of the product should also be carried out in village mandis (markets), haats
Promotion
Samples of Super Shampoo should be handed out in retail stores and at village mandis,
haats and melas.
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nights.
Word of mouth marketing should also be employed.
Pricing
Affordability is a key driver in rural India and as such the sachets needs to be carefully
priced. The price of Super Shampoo should be lower than the sachets of branded
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