Marketing Analysis Case Study: LA Shampoo
Ritsumeikan Asia pacific University
Graduate School of Management
Case Study Analysis
“Can This Brand Be Saved”
SONGSAWATDICHAI Thanaporn
Student ID Number: 52113609
Professor Lailani L. Alcantara
June 24, 2014
Case Study Analysis “Can This Brand Be Saved”
Introduction
La shampoo introduced in 1975. It is a high quality and more expensive product than its competitors. La Shampoo had “a stylist image” which targeted at women between the age of 15 and 30. La Shampoo has the same marketing strategy and same slogan over year. La Shampoo’s basic products and package had been modified several time but its look remained unchanged. Additionally, the advertising agency tried to develop new look campaign but many customers did not noticed the change. This solution did nothing on La Shampoo sale and customers.
In year 1989, La shampoo’s line had begun very slow descent, decrease sale and market share but the company hadn’t address it. Caroline who is brand manager of the company want a new market plan to boost sale and increase market share, not just to keep a product remain on retailer’s shelves. Then, Caroline made a meeting with Eric Woolf, product sale manager and Beth Hanson, a representative of advertising agency that held the La Shampoo account. Eric and Beth gave Caroline recommendation but both of two recommendations are totally different. Eric recommended that La Shampoo need a price cut for saving major account that in danger. But Beth didn’t agree with Eric and also recommended that La Shampoo need a strong brand campaign, create new advertising campaign. He suggested to reposition La Shampoo on customer’s minds. Moreover, he recommend increasing magazine advertising, rolling new television campaign, getting into billboard and event sponsorship. The tension grows in the meeting as Caroline weighs the options. Which marketing plan should Caroline choose to save the brand?
Problem identification
In 1989 La Shampoo had begun a very slow descent, but
Graduate School of Management
Case Study Analysis
“Can This Brand Be Saved”
SONGSAWATDICHAI Thanaporn
Student ID Number: 52113609
Professor Lailani L. Alcantara
June 24, 2014
Case Study Analysis “Can This Brand Be Saved”
Introduction
La shampoo introduced in 1975. It is a high quality and more expensive product than its competitors. La Shampoo had “a stylist image” which targeted at women between the age of 15 and 30. La Shampoo has the same marketing strategy and same slogan over year. La Shampoo’s basic products and package had been modified several time but its look remained unchanged. Additionally, the advertising agency tried to develop new look campaign but many customers did not noticed the change. This solution did nothing on La Shampoo sale and customers.
In year 1989, La shampoo’s line had begun very slow descent, decrease sale and market share but the company hadn’t address it. Caroline who is brand manager of the company want a new market plan to boost sale and increase market share, not just to keep a product remain on retailer’s shelves. Then, Caroline made a meeting with Eric Woolf, product sale manager and Beth Hanson, a representative of advertising agency that held the La Shampoo account. Eric and Beth gave Caroline recommendation but both of two recommendations are totally different. Eric recommended that La Shampoo need a price cut for saving major account that in danger. But Beth didn’t agree with Eric and also recommended that La Shampoo need a strong brand campaign, create new advertising campaign. He suggested to reposition La Shampoo on customer’s minds. Moreover, he recommend increasing magazine advertising, rolling new television campaign, getting into billboard and event sponsorship. The tension grows in the meeting as Caroline weighs the options. Which marketing plan should Caroline choose to save the brand?
Problem identification
In 1989 La Shampoo had begun a very slow descent, but