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Follow on Google News | New Market Report: Pantene Case Study: brand renovation driven by innovative researchRecently published research from Datamonitor, "Pantene Case Study: brand renovation driven by innovative research", is now available at Fast Market Research
Reasons to Purchase * Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data * Enhance your market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success For more information or to purchase this report, go to: - http://www.fastmr.com/ Report Table of Contents: Datamonitor View 1 CATALYST 1 SUMMARY 1 Analysis 2 Masstige haircare products have been adversely affected by the economic downturn 2 Value-for-money is a key consideration in consumers' choice of haircare products 3 The recession-induced 'trading down' effect was evident in the haircare category 3 Private label threat in personal care is small but imminent 4 Pantene's market share slipped during the recession 5 Pantene is a top-selling drugstore brand in the US 5 Lower-priced shampoos have chipped away at Pantene's market share 5 Pantene undertook thorough product and consumer analysis in order to win back customers 7 A comprehensive consumer research effort sought to demystify the 'bad hair day' 8 Proctor & Gamble reorganized the Pantene range to cut through the 'wall of white' 8 Consumer research findings helped inform the brand's new advertising campaign 11 Compare and contrast: TRESemme 11 Conclusion and implications 12 APPENDIX 14 Case study series 14 Methodology 14 Secondary sources 14 Further reading 15 Ask the analyst 15 Datamonitor consulting 15 Disclaimer 15 List of Tables Table 1: Total mass market sales* in selected beauty care categories in the US 2 Table 2: Total private label personal care penetration and spend ($ millions) in the US, 2002-2012 4 Table 3: Top brands in regular shampoo in the US, 2009-10 6 List of Figures Figure 1: Value-for-money considerations are more pertinent for the oral hygiene and haircare categories 3 Figure 2: US consumers are most likely to buy cheaper shampoo and conditioner compared with other personal care products 4 Figure 3: Haircare and oral hygiene products are most vulnerable to private label substitution 5 Figure 4: Lower-priced rivals Suave and TRESemme tout salon-quality products at affordable prices 6 Figure 5: The vast majority of female consumers place a high degree of importance on taking care of their hair 7 Figure 6: The majority of global consumers believe there is to much choice when grocery shopping 9 Figure 7: As product choice proliferates, consumers are less willing to shop around for new offerings 10 Figure 8: Pantene streamlined its product range in order to simplify consumers' shopping experience 10 Figure 9: TRESemme has made effective use of branded entertainment which not only reaches its target audience but is also strongly aligned with the brand's overall positioning 12 About Datamonitor The Datamonitor Group is a world-leading provider of premium global business information, delivering independent data, analysis and opinion across the Automotive, Consumer Markets, Energy & Utilities, Financial Services, Logistics & Express, Pharmaceutical & Healthcare, Retail, Technology and Telecoms industries. Datamonitor's market intelligence products and services ensure that you will achieve your desired commercial goals by giving you the insight you need to best respond to your competitive environment. View more research from Datamonitor at http://www.fastmr.com/ About Fast Market Research Fast Market Research is an online aggregator and distributor of market research and business information. We represent the world's top research publishers and analysts and provide quick and easy access to the best competitive intelligence available. For more information about these or related research reports, please visit our website at http://www.fastmr.com or call us at 1.800.844.8156. # # # Fast Market Research is an online aggregator and distributor of market research and business information. We represent the world's top research publishers and analysts and provide quick and easy access to the best competitive intelligence available. End
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