FMCG Product & Marketing Message Analysis on Shampoos in the US and Korea
- Research Types
- Content
- Region
- County
- Support Details
Competitor and marketing research
- Research Period
0.5 month
Background & Purpose
The client in the FMCG sector 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.
Re-branding marketing messages to localise in different markets is important to create relevance, enhance market appeal, and build trust with target consumers. In unfamiliar regions, focusing on cultural sensitivity allows companies to cultivate enduring consumer trust, which in turn fosters sustained brand loyalty.
To assist our client 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, and other messages and analyse those products
Deliverables
Long List
Middle List
Analysis of Shortlisted Products
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