Freshlight Foam

by Schwarzkopf

Outline

1.Company’s Profile

2.Market & Segmentation

3.Customer Analysis

4.Marketing Environment

5.Competitive Position

6.Marketing Strategy

7.Marketing Mix

8.Conclusion

1. Company’s Profile

Henkel

• Founded in 1876

• Supplies household products

• Acquired Schwarzkopf in 1985

Henkel

Purex Schwarzkopf Loctite Persil

• Founded in 1902

• Hair care products

1. Company’s Profile

Product Lines under Schwarzkopf

• Hair products (Tangible goods)

• DIY

Schwarzkopf

3D MenSion Osis Palette Freshlight

Freshlight

FreshlightFoam

Freshlight Foam

2. Market

Market Demand

• Cover up grey hairs

• Culture and Lifestyle

Market Size

• Huge

2. MarketMarket Segment by benefits sought

Hair Styling

Hair Colour

Hair Care and Repair

Target Market• Female

• Age 15-25 years old

• Lifestyle

3. Customer Analysis

Consumers’ Response

PROs

• Easy to purchase and apply

• Standardized quality

• Effective price

CONs

• Colors seem to be washed out quite fast

4. Marketing Environment

Cultural

• Adaptive to changes and new innovations

• Knowledgeable

Technological

• Social media network

Natural

• Awareness of side effects and allergic reactions

Demographics

• Age 15 to 25: Generation Y

Economics

• Majority are low to middle class

5. Marketing Strategy

May 2010

2009April 2011

5. Marketing StrategyStrategies via social media

6. Marketing MixProduct

•Freshlight

–Freshlight Foam

Price & Promotion

• Standard price: 350 Baht

• Promotion

• Price Reduction

• Free Gift

• Awareness

• Social Media

• Mass Media

6. Marketing Mix

Brand Licensing

Brand Image

Blythe

6. Marketing MixDistribution Channel

6. Marketing MixDistribution Channel

7. Competitive Position and Market Share

• Growing since 2003

• Valued at 1,240 million Baht

• Divided into 3 sub-market

– Permanent: 96%

– Semi-Permanent

– Temporary

7. Competitive Position and Market Share

• Market leader

• Others are shared among competitors

– Direct competitor

• Liese, Beauteen, Z-Cool, Palty

– Indirect Competitor

• L'oreal, Bio Woman, Lolane etc.

Hair Color Market Share

Schwarzkopf

Many other brands

25%

Hair Color Market ShareFreshlight

Foam6.9%

Conclusion• Customer Relationship