Tresemme Marketing Strategy

professional.

affordable.

salon standard.

BACKGROUND INFORMATION

• The brand TRESemmé was established in 1947 by Godefroy Manufacturing in St Louis, Missouri.

STRENGTHS

• Professional products at an affordable price
• Used commonly by hair care professionals
• Products are available in large bottles providing value for money
• Convenient to purchase
• Large captive target audience

WEAKNESSES

• Limited range of products available for men
• Size of bottles are commented to be intimidatingly large for individual use
• Breadth and length of TRESemmé's product line is not as expansive as other competitors in the market
• Minimal advertisements online, in magazines, on television and other promotional outlets advertising the brand

Proudly Presented By:

• Other competitors in the market creating more awareness through their advertising
• Competitors with a greater product mix
• Constant threat of new competitors
• Advancement of scientific technology allowing competitors to promote their products as more efffective, or even environmentally friendly

OPPORTUNITIES

S W O T ANALYSIS

• Opportunity to expand the product line and create a mens range
• Sell mid-range sized shampoo and conditioner bottles rather than only 1L and travel sizes
• Create more awareness of the brand through more advertisements
• Promote TRESemmé through celebrity endorsements

THREATS

• In 1968, Alberto Culver International Incorporated; a leading American manufacturer of hair and skincare products, purchased TRESemmé for the intention to distribute within salons only.

• Overtime, the product line became so popular, it was marketed in pharmacies, supermarkets and department stores worldwide.

TRESemmé

MARKET ENVIRONMENT

MARKETING STRATEGY

Analysing our competitors...

It became evident through our online research that TRESemmé only ever releases television commercials from America. The celebrities and countless other women featured in the commercials are all American

Our suggested marketing strategy to be employed by Alberto Culver International would be to create television commercials in Australia. In anaylsing the Australian consumer market, it is evident that the brands who are competing with TRESemmé are based in Australia. Subsequently, it would be effective to promote the brand alongside a relatable celebrity.

REFERENCE LIST

Alberto-Culver 2010, Company Profile, viewed 1 May 2011,

<http://www.answers.com/topic/alberto-culver-company>.

Kotler, P, Adam, S, Denize, S and Armstrong, G 2009, Principals of marketing, 4th edn, Pearson Education, Frenchs Forest NSW.

Prezi Incorporated 2011, viewed 30 April 2011,

<http://www.prezi.com>.

QUANTITATIVE research has concluded the following key results from a sample of 80 individuals aged 18-60

Majority of participants do not recall any television commercials promoting TRESemmé. Two women in their 30’s vividly remember the commercials.

Overall positive feedback on the ability to purchase a salon quality product at an affordable price, with great convenience.

QUALITATIVE research results obtained from a Focus Group has concluded...

Place

Price

• Maintain the availability of the product in salons, pharmacies, department stores & supermarkets
• Provide consumers with a convenient online method of purchasing products

• Maintain competitive prices for consumers. This is in keeping with the 'affordable' aspect of our brand
• Promote online or instore discounts for consumers who view particular advertisements
• Clearly list prices of products our website

Majority of the female participants had seen magazine adverts and posters in their local hair salon advertsising TRESemmé in the past year.

TRESemmé’s large bottle easily lasts up to a month within a household of 3-4 people due to its larger sized bottle.

Charles Pallones

Melissa Keen

George Hatem

Jessica Whitmore

Four key components considered in improving the marketing strategy for TRESemmé include

Faird Ahmed

Wednesday, 1.00pm - 2.00pm

Product

Promotion

• Create a new, distinct line of mens haircare
• Design medium-sized shampoo & conditioner bottles to meet the product mix of the competitors
• Money-back guarantee if the consumer is not satisfied with the product
• Including the 'Salon Standard' tag line in addition to 'professional. affordable' 'Salon standard' will replace the existing 'used by professionals'
• Allow for products to be purchased on the official TRESemmé website

• Create television commercials that are made in Australia
• Engage in more frequent celebrity endorsement - establish a name for the brand
• Build relationships with salons in Australia to promote the hair products
• Include a complementary pump for consumers who buy the large shampoo and conditioner bottles

In summary, Alberto Culver International Corporated has been highly successful in promoting the brand TRESemmé. Subsequently its product line has maintained a strong position within the Australian consumer market.

Implementation of minor marketing strategical changes suggested from our research will only further provide a successful outlook for 'professional. affordable. salon standard. TRESemmé'