c



 

  

 c  
 
 

  (Procter & Gamble) ʹ 10%
Market Share Move:
KCVs Offered:
Weaknesses:
Any DA:
c
  (L͛Oreal) ʹ 8%
Market Share Move: Introduction of salon-function products into the
mainstream (e.g. use of pro-keratin and ceramide).
KCVs Offered: ͚Scientific͛ solution to every hair ͚problem͛ - 5-signs range
solves ͚all͛ of them, known brand.
Weaknesses: Reliance on celebrity endorsement means that product
approval is affected by scandals of their creation, no expert
endorsement.
Any DA: ͚Because you͛re worth it͛.
c
  
 (Procter & Gamble) ʹ 8%
Market Share Move: Rebrand of product lines and packaging to get an eye-
catching, trendier look.
KCVs Offered: Natural key ingredients,
Weaknesses: Has quite a narrow product range ʹ does not offer many
products for the newer ͚hair problems͛ approach to
haircare. Complete change of look and product lines may
have alienated older, pre-existing customers.
Any DA: Unusually creative packaging, Strongest connection to
natural ingredients: brand name and brand history.
c
  !  (Procter & Gamble) ʹ 8%
Market Share Move:
KCVs Offered:
Weaknesses:
Any DA:
"   # $ 
(Alberto Culver) ʹ 2% (50% inc over 2 yrs)
Market Share Move:
KCVs Offered:
Weaknesses:
Any DA:
"  % &'(Alberto Culver) ʹ 3%
Market Share Move:
KCVs Offered:
Weaknesses:
Any DA:
( )*  (L͛Oreal)ʹ Salon Product
Market Share Move: ͚Elixir ultime͛ ʹ new product, suitable for all hair types,
uses 4 ͚precious͛ essential oils, solves 4-6 problems, can be
applied at any time, with any other haircare routine.
Includes sun and chlorine protection. Salon product.
KCVs Offered: Viewed in line with medical treatment (for hair). Wins lots
of awards. Used in many salons ʹ the known connection
improves image.
High price ʹ salon products.
Weaknesses: Complete sets of hair 

 , promises a hair
Any DA: ͚transformation͛, designed as a programme of treatments.