Gliss Kur Shampoo

Gliss Kur Shampoo

By analyzing information from survey, we can say that Gliss Kur shampoo has the most stable (strongest) position among families. As we can see in given data, their results are the best comparing to other groups except average rating, which falls behind millennials just a bit. We can clearly state that families tend to recognize G.K. with or without aid. They purchase shampoo much more often than other groups, and tend to believe that price is pretty fair.

Unfortunately, when we take a closer look at the dynamics among the millennials perception of G.K., the conclusion are not so bright. There’s a decline in most indicators. Aided awareness falls just a bit from 80 to 79, while unaided suffered a huge loss from 29 to 22 about (-24%). Meanwhile advertising awareness fell from 26 to 18. As a logical outcome, we can see a downfall in purchases during past 3 months. On top of that, young adults began to think that they’re overpaying for in 2011 more than in 2010. However despite the downfall average rating stays they same.

Now lets move on to the marketing strategies.

We would highly recommend Gliss Kur to concentrate on promoting product among young adults while maintaining customers from families. Soon our core users - families will move on to the maturity stage. When people get older, the problems with hair become more specific, so we will suffer a loss. Therefore we could create a specific line for people who gets older. So in order to minimize the loss we should apply diversification strategy.

In the same time young adults will become new families, so it would be good to earn more loyalty from this group of customers, we could consider this as a long-term investment. In order to attract millennials, we should use something modern to attract their opinion. At the beginning lets take a closer look at diversification methodology. We should answer what does attract young adults nowadays?  Their hair is still strong and shiny, answer is simple - eco-friendly product. When people using ecological products, they tend to fill themselves better, even though It doesn't make result better. The logic is simple: I’m using eco-friendly product -> I’m better than people who uses non eco-friendly products.

On top of that eco-friendly products will also attract families who cares about their children, and tend to buy «unharmful» products.

When it comes to giving an advertisement we should reach out target audience. If we would like to reach Young adults, than we should promote our product in the internet, preferably through the search engine our banners. However if we would like to reach families and maturity, we would need to promote our product in TV commercials.

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