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Attitudes – Super

Shampoo Products
Group – 5
PGP 2012
Objective
• To launch an affordable shampoo in
rural segment through a research
backed marketing strategy
• To understand the existing attitudes
towards shampoo in category of non-
users and low users
• Use of these attitudes to generate
likeability and trial for a new
brand
Agenda
• Issues

Issues
• Mostly unorganized sector

Process
• Theory of reasoned action
• Attitude towards the ads model
– Favourable attitude towards ads leads
to positive attitude towards the
brand
– Personal association with the central
characters of the ad leads to
strong brand assocation

Sources of influence on
attitude formation
• Television advertisements – During mid
morning and night
• Reference groups – friends, neighbors
and relatives
• In-Store -
• Radio – early morning and morning to
mid-morning slot
• Newspapers and magazines – coupons and
promotional offers

Attitude formation by
learning
• Cosmetic – for strength and health.
Beautiful hair
• The biggest problem is hair-fall
• Most of the consumers use shikakai –
67%
• 71% of people use shampoo
occasionally
Personality factors
• Need for cognition is Low – hence
peripheral cues - celebrity
endorsements

 Celebrity Product
Consumer endorsed
Strong Strong

attitude Moderate Moderate /
Don’t like
Heiders balance theory of
attitudes
Basic motivational function
• Ego-Defensive function – from exhibit
9
I feel more confident when I use

shampoo. ( 3.9 on likert scale)


• Value- Expressive function –
Shampoo makes my hair look beautiful

• Knowledge function – low need for


cognition
( read less of newspapers and

magazines)

• Attitude formation through emotional
appeal for consumers who lack
product experience
• Associating with celebrities who have
associations with social causes
( exhibit 7 – celebrity influence)

Conflicting attitudes
• Shampoo with chemicals and shikakai
usage

Perceptual map
Changing the relative
evaluation of the attributes
• Adding an attribute
Since hair-fall is the biggest

consumer problem. We can emphasize on


it.

Attitude Formation
• Role of brand name
• Reference groups
• Beliefs due to use (direct experience
through trials)
• Awareness
• Core beliefs



Cognitive dissonance
theory
Associate with Popular celebrities
endorse programs on TV which are women

specific
In-store promotion. Small colourful

shachets


PERCEPTUAL MAP
High

Clinic Plus

Chik H&S
Quality
Low

Low PRICE High


Strategy for the introduction
of the SUPER shampoo
• TV Advertisements
• Celebrity endorsements
• Price in the range of Rs 2
• More trial offers since reference
groups are big part of awareness.
• Large distribution to promote in-store
display.
• Use natural contents like shikakai for
the hair-fall