How do consumers behave towards these different brands ? LE PETIT MARSEILLAIS CASE

Le Petit Marseillais is a brand that is selling not only shampoos but also soaps and shower gels. Meanwhile, its shampoo market share is getting bigger and bigger as the brand is offering not only natural shampoo but also proposes a large range of many different types of shampoos. The brand Le Petit Marseillais is known for being “ The land of scents, land of colours, land of modernism & timeless values, land of harmony and happiness “. But what really drives the consumers to buy Le Petit Marseillais Shampoos? 

·      Emotions: Le Petit Marseillais is perceived by customers as a real authentic brands offering a large variety of products all made with natural ingredients such as: Karité, Aloé Vera, Honey , Almonds, Vanilla . Consequently by using these products, consumers feel they are protecting their hair.

·      Motivations: The brand is proving how natural it is by the different advertising campaigns and as explained previously showing the benefits of using natural ingredients gives the impression to customers it will repair their damage hair much more efficiently.

·      Values: The value of the brand is basically the authenticity of the brand.

·      Decision-making: In consumer’s mind, the reason why they are buying Le Petit Marseillais is very simple, it is not a specific shampoo, it can corresponds to a whole family, and it is made only with natural products.

How do consumers behave towards these different brands ? ELSEVE CASE

Elsève is a brand that has been on the shampoo market for more than 40 years now. Consequently the brand has proven its worth and is now ranked as the top market leader in hair-care in France with 18,5% market share and 450 millions annual sales. According to TNS (World leader in market research) a woman out of three buys Elsève in France. But what really drives the consumers to buy this shampoo rather than another one. The strategy of Elsève is to identify targets to create a specific product for each type of consumers as you can see on the table below.

But why are people so interested by the brand?  What are really the forces that drive consumer to buy Elsève?

·      Emotion: The emotion that consumers feel about Elseve is really important for them because they feel they are using quality products that will not damage their hair as it high-tech technology: Elsève Fibralogy,  Total Repair, Expertise EverRich

·      Motivations: The brand is using celebrity endorsement. For their advertising campaign, Elsève promotes their products through the image of many celebrities such as Doutzen Kroes, Laetitia Casta, Eva Longoria for women or Patrick  Dempsey for men and many more. The result here is that women and men are motivated to buy the products as it will make them feel more “sexy”.

·      Values: You may find 3 different types of values, such as cultural, personal and consumption values that can explain consumer’s feeling about a specific brand. Concerning Elsève, personal value is the more relevant one as it is considered as the individual’s belief about what are desirable to them selves and is closely linked to need. Buying Elsève for consumers is a need.

·      Decision-making: Last but not least, the final choice!! Choosing a shampoo is never easy but once you find THE shampoo that corresponds to your expectations you keep up with it. When talking about Elsève, consumers tend to say they are very loyal to the brand as it offers them a large variety of choice that is very specific.

Shapoo and Innovations

Innovations on the shampoo market are constant and this, since the beginning of the shampoo market. Shampoo brand will give consumers what they expect. Actually, shampoo consumers can have capillary problems, such as dandruff, brittle hair, dull hair, coloration which fades quickly, etc.

Franck Provost

 

 

Franck provost launched his "Gamme Expert" line in 2009 

Since this date, the hairdresser has constantly innovated its products in order to improve the range and to provide to consumers the best satisfaction.

He created 10 shampoos really targeted: for each demand, he can provide the right shampoo.

Description of his range of products

 - Expert Coloration (help to keep the coloration as long as possible)

- Expert Nutrition (nourishes hair)

- Expert Nutrition + (nourishes hair +)

- Expert Réparation (repairs brittle hair)

- Expert Cheveux courts (takes care of short hair/men hair)

- Expert Lissage (helps to discipline curly hair)

- Expert Antipelliculaire (helps to fight dandruff)

- Expert Longueur et pointes (helps to keep long hair healthy from root to tip)

- Expert Brillance (adds high-gloss shine to dull hair)

- Expert Force (gives strength to fragile hair )

L'Oréal is well-known worldwide for its innovations 

 

Always investing in Research and Development, the big company often readjusts its 

range of shampoos.

L'Oréal created a product aimed at nourishing both dry skin and hair.  L’Oréal Men Energizing Hair & Body Wash 

leaves both hair and body clean, revitalized and refreshed

Nourishes the root
Strengthens hair
Restructures hair from root to tip

Result: hair is stronger and more resistant. 74% less hair fall with first application.

It fortifies and thickens hair for better scalp coverage

Consumers can get better coverage with L’Oréal Men Thickening Shampoo 

It fortifies and thickens hair for better scalp coverage

Head & Shoulders

The Procter&Gamble shampoo brand follows the trends of innovations. 

The brand has a range of more than 10 products particularly targeted in order to solve each hair problems. 

Like its competitor Franck Provost, Head & Shoulders made the choice to respond perfectly to the customer's brief and expectations, and especially in terms of dandruff.

To conclude, the shampoo market tries to provide the right product to the right customer.

Constant Research and Development, new ideas, elaborated tests, launch of new products are part of the challenge. 

Shampoo innovations' wars are not over, they have just started...

 

Analysis of shelves in stores

In order to evaluate merchandising, we visited Casino, Monoprix, Spar, and Carrefour, and analyzed the positioning of shampoo brands on the shelves.

Brands are trying to present their products in a single block with double faces. Elseve undoubtedly is the market leader because it gets the best positioning of its shampoos in all of the stores (the largest bloc, the best representation).

The following diagram and graph represent the proportion of products on shelves between shampoo brands. 
The diagram shows the number and percentage of brands occupied in shelves within the stores. 

It is worth noting that even in the smallest store we can find the three of our selected brands. It shows that Elseve, Le Petit Marseillais, and Head & Shoulders are really popular among consumers and therefore demanded; product-managers need to have them in stores.