La Shampoo

La Shampoo is a noble quality and more expensive convergence that has the same market dodge over years. From 1989, the line start to slowly decline its sales. The ad part tried to develop saucy ascertain urge on, but this ascendent did cryptograph for La Shampoo sales and customers didnt even noticed the change. Caroline, the tag manager wanted a upstart marketing plan to ameliorate the sales and increase the market sh atomic number 18, not to just keep the product remain on retailers shelves.She made a marketing meeting with Eric, her product sales manager, and Beth, the representative of the advertisement agency that held La Shampoo account, to discuss their recommendation. 1. Compete on Price Erics solution is to reduce prices permanently as long as long stipulation plan to save major accounts that in danger. Eric argued that the brand will died if we didnt act very quickly and he saw his solution as a rescuer. Reduce prices is very helpful solution in backing sales reps and increase sales volume at least for poor time ,but it is not good in building the brand and increase the brand market share for m whatsoever reasons .First of all, competing in the price could be very dangerous if other brands lower their prices too specially if they are offering benefits La Shampoo sternt provide, like bonnie hair from natural sources. Secondly , price- driven consumers are not leal ,so they will go with another brand that is cheaper. 2. Strong Brand ride Beths solution is to create new advertisement campaign. This solution seemed go against to improve sales ,but there is palliate no specific changes Beth suggested to shift La Shampoo on the customers minds.This solution is good if the marketing researches lay out out the causes of the sales decline. Then the new advertisements campaign should focus in repairing La Shampoo image and correcting the mistakes that happened in the earlier years. So to obtain this solution marketing researches should be done tripping to better understanding customers . Facts About the Brand * Brand that has been used for the most part between its competitors in the category for two decades must have dependable brand equity. * La Shampoo has boor brand management ,because they went from the line of work to the solution without auses diagnosis. * Restaging the brand will require a lot of resources. * The choice proposed by Marni Shin are likely to be too late , the competitor already filled the shelves with such a product . My Recommendations after doing all researches and surveys needed on the target segment which I approximate is better to be women between ages of 15 to 50, I suggest two marketing strategies. The first one is for the existing customer base who still buy the product and doesnt like changes.The other one is for attracting new customer by introducing some values La Shampoo can produce to them. These two plans should consider the following * * In doing the researches , shoul d make incontestable closely asking the right question to know the attitude for truehearted and former users. * Todays customers are very sensitive about the values they will get for each dollar they pay. So the advertisement campaign must focus on the benefits consumer will have by using the brand such as healthy hair and easy style getting. La Shampoo slogan For the Look and Feel of France is mindless for the real environment, the people now dont want to look French. * Some new trails and usages must be found for the brand to notify them in the new ad campaign. * Keep some product lines without any change for whom already use the product and to keep the base customers. * The new advertisements should support La Shampoo in tapping new customers and protect the current users.