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Super Shampoo Case

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TABLE OF CONTENT

Question 1: What are the category beliefs among the non-users of shampoo? 1
Category Beliefs 1
Question 2: What are the cognitive beliefs on the three brands of shampoos? (What are those advertising elements that, match with the cognitive beliefs?) 2
CLINIC PLUS 2
CHIK 4
HEAD AND SHOULDERS 4
Question 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?) 5
Clinic Plus 5
Head and Shoulders 6
Chik Satin 6
Question 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? 7
Limitations to the TRA Model 8
Question 5: Based on the analysis and the application of concepts, how can a new brand be launched? 8
Marketing Communication 10
Pricing 11
Distribution 11

Question 1: What are the category beliefs among the non-users of shampoo?
In the Indian mass market, it was found that among non-users of shampoo, most do not engage in washing their hair very often, with the majority of respondents washing their hair only once (48%) or twice (43%) per week. In those instances, most persons indicated that they didn’t use Shampoo to wash their hair, but rather alternative products such as Shikakai or soap; only 24% of the respondents used shampoo.
Although rural India was considered to be a significantly ‘dark’ media market, with only 38% TV penetration, this medium plays a substantial role in creating the need for and increasing shampoo usage with 96% of respondents learning about shampoo via TV advertising; TV also influences some 51% of the market to purchase a particular brand of shampoo. A vast majority of respondents indicated that they have actually heard about, seen an advertisement, selected and also used the Clinic Plus and Chik Shampoo…...

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