1.

1 Competitive analysis
A. Sulfate-free shampoo
An in-depth competitive analysis was conducted on eight prominent brands offering sulfate-free
shampoo products. By meticulously analyzing customer reviews sourced from Amazon, we
aimed to discern the unique selling propositions and perceived product qualities of each brand.
The findings shed light on the brands' strengths and weaknesses, providing valuable insights into
their competitive positioning in the market.

The heatmap illustrates a clear disparity among brands in terms of the attributes mentioned by
consumers. Brands such as OGX, SHEA MOISTURE, and Faith In Nature emerge as dominant
players, boasting a wide range of positive attributes. Conversely, brands like TRESemmé and
CANTU appear to lag behind, garnering fewer attributes and suggesting a less competitive
position in the market.
When considering the attributes necessary for the new product to effectively compete with
established brands, several key factors emerge:
Firstly, adopting a sulfate-free formula is imperative, aligning with the prevailing consumer trend
towards sulfate-free products. This feature not only addresses growing consumer concerns but
also establishes the product's competitiveness in the market.
Secondly, prioritizing high-quality ingredients is paramount. By emphasizing the use of premium
and natural ingredients, the new product can cater to discerning customers seeking efficacy and
authenticity in their hair care regimen.
Moreover, the inclusion of a pleasant scent can significantly enhance the overall user experience.
A captivating fragrance not only delights the senses but also distinguishes the product from
competitors, leaving a lasting impression on consumers.
Additionally, focusing on moisturizing properties is essential to meet common hair care needs
effectively. Providing robust hydration and moisture retention capabilities can attract customers
in search of nourishing and revitalizing hair care solutions.
Furthermore, promoting hair health benefits such as strengthening, damage repair, and scalp
nourishment positions the product as a comprehensive solution for various hair care needs. This
multifaceted approach appeals to consumers seeking holistic care for their hair and scalp.
These identified factors underscore the critical influence of product attributes on the
competitiveness of the new product. As such, they must serve as guiding principles in both
product development and marketing and communication strategies. By aligning product features
with consumer preferences and communicating these benefits effectively, the new product can
carve out a distinct identity in the competitive shampoo market and resonate with target
consumers.
The box plot below shows the pricing by the existing competitors in the market.

Based on these percentiles, a good range for pricing our product could be between
£1.56 and £2.07 per 100 ml. This range captures the majority of prices in the market
while allowing our product to remain competitive and attractive to consumers.