La Shampoo

Above we mentioned that neither Eric´s nor Beth´s proposal would save the brand. We agree that the brand needs to highlight points of differences before advertising or launching the new product (Nedungadi,….).

Having a certificate that appeals to the customers could do that; it may be an environmental friendly certificate or “not used on animal” certificate. We recommending changes of the slogan as well, since the customers don’t associate with it, it should be changed. The brand might consider of having a role model (that appeals to it´s customer) which using or advertising for the products, this may cost allot, but don’t have to. If La Shampoo doesn’t have the resources for this, it could use a blogger to promote the products. It would be profitable for La Shampoo to emphasize the benefit in use of its products; this could be that La Shampoo products have “trend friendly” formula, which gives the costumers more value.

Those recommended changes above are necessary for La Shampoo to create uniqueness and “benefits” for the brand and its products. In the long term this will help costumer to both recall and recognize the brand much better and easier, which are consequences of improved associations. This will also have a positive impact of favorability associations in the customers mind.

We are agree also on that point of parity should consist with the market, as for shampoos, it would be the consist of the shampoo when used. By combining this with the points of differentiation, La Shampoo can improve its brand equity among the current customer and makes new customers when they are being stimulated the brand and its products.

Once this is present, we will point out the importance of highlighting the point of differences when products are advertised. It would be crusal for La Shampoo to highlight the POD when costumers are stimulated with the brand, if not La Shampoo will then promote for the category and the major brand in the major category. Which means...