dimanche 19 octobre 2014
Definition of our study
We have decided to focus on the French market because we think it may be easier for us to study a market on a delimited area, and France is also well known to be the second market in volume in Europe regarding shampoo just after the German market*.
So, within the French market, we will define some limitations in our research; we will only focus on Shampoo and not on After Shampoo + Other products (such as serum). Moreover, we want to orient our study in the Mass Market, which means we will not study any product sold in department stores, professional stores, hairdresser; however, we will be concentrated in supermarkets, hypermarkets, and hard-discounters.
We will be able to provide you a content of the main actors of this sector. Then, we will focus on and audit the three following brands: Elseve, Le Petit Marseillais, Head & Shoulders.
We will also be able to provide you content on the consumer insight and explain why brands are so successful in this market. Furthermore, we will analyze the competition in a market particularly competitive and different from the Mass Market (in fact private labels are less successful than in other markets**).
Finally, we will analyze brands' personalities and describe the communities built under each of the three brands.
So, within the French market, we will define some limitations in our research; we will only focus on Shampoo and not on After Shampoo + Other products (such as serum). Moreover, we want to orient our study in the Mass Market, which means we will not study any product sold in department stores, professional stores, hairdresser; however, we will be concentrated in supermarkets, hypermarkets, and hard-discounters.
We will be able to provide you a content of the main actors of this sector. Then, we will focus on and audit the three following brands: Elseve, Le Petit Marseillais, Head & Shoulders.
We will also be able to provide you content on the consumer insight and explain why brands are so successful in this market. Furthermore, we will analyze the competition in a market particularly competitive and different from the Mass Market (in fact private labels are less successful than in other markets**).
Finally, we will analyze brands' personalities and describe the communities built under each of the three brands.
* According
to http://www.planetoscope.com/hygiene-beaute/435-consommation-de-shampoings-en-france.html
**
According to (data based on year 2010) http://www.iriworldwide.fr/portals/0/articlePdfs/Marques%20Nationales%20&%20MDD%20SymphonyIRI%20Group.pdf
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