Case
Product & Marketing Message Analysis on Shampoos in the US and Korea
- Research Types
- Industry
- Region
- County
- Support Details
Competitor and marketing research
- Research Period
0.5 month
Background & Purpose
The client was considering introducing their shampoo brands to the US and Korea. In order to achieve a successful launch, they were planning to re-brand their marketing messages so that it would be more suitable in the local contexts.
To assist them with the market analysis, GLOBAL ANGLE listed up competitors’ products in each country, shortlisted them based on their marketing messages, and analysed those products.
Project Scope & Research Process
- Pick a retail channel in each country with a wide range of shampoos
- List up the top 30 shampoos in each channel based on the popular functions and the pricing
- Create middle list with 20 shampoos in each country, removing shampoos only with specific target issues
- Shortlist the 5 shampoos with strong marketing messages emphasising protein, keratin, plant based etc. and analyse those products
Deliverables
Long List
Middle List
Analysis of Shortlisted Products
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