Super shampoo products and the indian mass market case study, their evolution, marketing strategy adopted by them, their up and downs , how they became successful, their swot analysis and how they overcome to worst situation.

1. 2014
Super Shampoo Products and the Indian Mass Market
Mustahid Ali
MBA-3
1/10/2014

2. Question 1. What are the category beliefs among non-users of shampoo?
Answer
These categories can be used to determine the non-user of shampoo. They are associated with their
lifestyles, their habits and alternatives. Beliefs also depend on their purchasing power and how
significant they perceive affording a bottle or sachet of Shampoo is, the affordability, purchasing
power brand, communication, lifestyle and psychographics.
Following variables can be used to determine the non-user of shampoo




Affordability
Lifestyles and psychographics
Brand communication
Purchasing power
Question 2. What are the cognitive beliefs on the three brands of shampoos?(what are
those advertising elements that ,match with the cognitive beliefs?)
Answer
The cognitive beliefs on the three brands of shampoos and their advertising elements that
match with the cognitive beliefs on the three brands of shampoo are:

Clinic plus-Cosmetic shampoo of Unilever with portfolio driven on “family value
and health foundation”. it prevents from dirt and split ends.

Head & Shoulders-it’s an anti- dandruff brand of Proctor and gamble which is
chemically tested. Approved by Dermatologist.

Chik- it’s a cosmetics shampoo mainly contributes in south at a very cheaper rate .It’s
a cosmetic shampoo brand of Cavin kare which promises soft, nourished, beautiful
hair.

3. Question 3. What are the affective aspects reflected by advertisements of three brands
of shampoo? (What are those advertising elements that, match with the affective
beliefs?)
Answer
The advertising elements that match with the effective aspects on the three brands of
shampoo are:
Clinic plus
Head and shoulder
Chick
Kind of Shampoo
Cosmetic Shampoo,
Brand Of HUL
Anti-Dandruff Shampoo
Of P&G.
Cosmetic Shampoo Of
Cavin Care
Central Character
Young School Going
Girl: 8 To 14 Yrs Old
Young Male & Female
Between 18 To 25 Years
Female Between 18 To
25
Influencer
Mother, Who Is Decision
Make Are In A Family
Expert Or Celebrity
Mother
Consumer Segment
Low Income Consumer
Premium
Low Income
Question 4. Are there differences between the cognitive and affective beliefs reflected by
the respondents based on their exposure to the ads of three brands? Why are these
differences being observed?
Answer
Yes, there are differences between the cognitive and affective beliefs which are reflected by
the respondents and buying patterns of consumers.
Differences between the exposures & the concepts of shampoo


In cognitive people are having different perception based on their recognition whether
they are positive or negative.
In affective aspect various ads tries to attract the person to purchase the product by the
belief that it may be beneficial to them.

4. Question 5. How strong are the conative beliefs of respondents after they are motivated
by the cognitive and affective aspects of the three brands?
Answer
It clearly affects Demand for the Product.

Cognitive aspect tells us whether to purchase or not.

If both Cognitive and Affective aspect motivates the customer to buy the product and
if the result is negative results, i.e. the customers are dissatisfied with the product then
they are sure to switch to other products.

Cognitive and cognitive will affect the greater demand.
Question 6. What are the implications of some brands being rated high on conative
aspects after consumers are convinced about the respective cognitive and affective
aspects’ of the brand(s)?
Answer



Cognitive aspect is one of three parts of the mind, along with the affective and
cognitive aspects.
The cognitive part measures intelligence, the affective deals with emotions
and the conative drives how one acts on those thoughts
So conative is last and ultimate stage of mind in which a purchase decision
takes place.
As given in this case study that some of the brands are very expensive that rural people
cannot afford.
And secondly some of them have perception that highly used chemical does not suit the hair.

5. Question 7. How does each brand score on cognitive, affective and conative aspects
(each brand can be marked as low, medium or high on each of these components)?
Answer
Brand
Cognitive
Affective
Conative
Clinic Plus
Medium
Medium
High
Head & Shoulders
Medium
High
Medium
Chic Shampoo
Low
Low
Medium
Question 8. How does each brand score on attitude towards the brand?
Answer
Brand score on attitude towards the brand of
Brand
Score
Clinic Plus
4
Head & Shoulders
3
Chic Shampoo
6
. Question 9. How can the “theory of reasoned action” model be applied to each brand?
Are there gaps that can be found with regards to each brand?
Answer
The Theory of Reasoned Action (TRA) is a model that finds its origins in the field of
social psychology. According to this model, a person’s behavior is determined by its

6. behavioral intention to perform it. This intention is itself determined by the person’s
attitudes and his subjective norms towards the behavior.
This Theory is designed to make statistical generalizations predicting People’ Behaviour.
People make conscious choices based on two factors:


How strongly they perceive the benefits that lead to Positive Outcome.
The Social norms, Risks and Rewards associated with that choice.
This Theory Predicts the Attitude and Behaviour of a large group of People.
Brand
Prediction
Clinic Plus
Will definitely buy the Product
Head & Shoulders
Might not Buy it
Chic Shampoo
May or may not Buy it

7. Question 10.How is the “elaboration likelihood” model being used by the brands?
Answer
The Elaboration Likelihood Model (ELM) of persuasion is an organizing framework
developed to understand persuasion and attitude change. It proposes that there are two
primary routes to successful persuasion or attitude change. The first route of this dual
process model is the “central route”, where attitude or behavior change is a result of
systematic processing of the persuasive message. The second route or "peripheral
route" depends on peripheral cues or decision heuristics present rather than a cognitive
processing of the persuasive message. Motivation to purchase the products, felled and
impacted by the advertisement.
Clinic Plus and Chik used the central route of elaboration likelihood model where
they there was rational consideration of product with respect to what is shown in TV
commercials. On the other hand Head & Shoulder used Peripheral cue of Peripheral
route from elaboration likelihood model and used celebrity endorsement like Kareena
Kapoor etc.
Brand
EL
Clinic Plus
High
Head & Shoulders
Low
Chic Shampoo
Medium

8. Question 11.Based on the analysis and the application of concepts, how can a new brand
be launched?
Answer
Consumer behaviour depends upon several parameter which includes taste, preference,
attractiveness depends upon the product launched which will help them to decide the
persuasiveness of a product at a very reasonable rate. It also depends on demographic areas
that are affected by affordability, per capita income & etc. the brand advertisement also affect
the brand latch and its sales to a large extent.
Marketing research, primary and secondary data and the domain knowledge of your market
is very necessary which is all endorsed by statistical data.