CAN THIS BRAND BE

SAVED ?
 CAN THIS BRAND BE
SUBMITTED BY:
SAVED ?

IMRAN KHAN (5171)

SHIRAZ KHAN (6001)
SYED MAAZ HASAN (6012)
S.M. MUBEEN ZAFAR (6083)
OVAIS YOUNUS (6139)
ASAD AZEEM BAIG (6177)
M. WAQAS IQBAL (6225)
 
 REVIEWING MARKETING
EFFECTIVENESS

The overall measure of marketing effectiveness of La Shampoo can then

be assessed against the following scale:

0–5 = None
6–10 = Poor
11–15 = Fair
16–20 = Good
21–25 = Very good
26–30 = Superior
 REVIEWING MARKETING
EFFECTIVENESS

The scoring process

La Shampoo scored in the following terms in this particular case study under the following
heads;
 
1. A customer-oriented philosophy 04/06
2. An integrated marketing organization 02/06
3. Adequate marketing information 04/06
4. A strategic orientation 05/06
5. Operational efficiency. 03/06
 Grand Total 18/30
 
 
 REVIEWING MARKETING
EFFECTIVENESS

La Shampoo has scored Good in the market effectiveness and that’s the
sole reason why La Shampoo retained 4% of the market share to itself for
the last 14 years. La Shampoo has scored very well under Strategic
Orientation which suggests that they are following the strategies that are
congruent with their corporate goals. But in order compete with the
always increasing competition La Shampoo has to capitalize on the areas
of concern like Integrating Marketing practices in their entire
Organization and its Operational Efficiency.
So in order to maintain & recapture its market, some serious improvement
are to be made in the La Shampoo’s marketing practices especially under
those heads were La shampoo has performed not that good.
 SWOT ANALYSIS
STRENGTHS OPPURTUNITIES
o Stylish image
o Addition & claim of herbal and
o Brand loyalty
o Premium product organic ingredients
o Good will o Re-establish name in the premium
o European quality image category of this particular product
WEAKNESSES o Space in the combo market
o Remained unchanged over long period over
(Shampoo + Conditioner)
time
o Outdated and obsolete product THREATS
o Expensive product o Increasing competition in the
o Very slight variations
particular product category
o Lack of herbal & organic ingredient claims
o More expensive product then
o Lack of coordination among management
competitors
o Many substitutes in the market

 
 RATING OPPURTUNITIES
AND THREATS
IMPORTANCE
High Medium Low
OPPURTUNITIES
Organic & Herbal Claims ***
Re-establish Premium Category ***

Combo Market ***

THREATS
Increased Competition ***
More Expensive ***
Substitutes ***
 TOWS STRATEGIES
S-O STRATEGY
1.Addition of herbal & organic ingredients will be helpful in justifying
the premium image of the brand.
2.The company can utilize the customer loyalty & goodwill by
launching combo product(s).

S-T STRATEGY
1.Product differentiation on the basis of quality will reduce the
persisting competition in the marketing.
2.Established goodwill of this product restricts the new comer’s
entrance in the particular market.
 TOWS STRATEGIES
W-O STRATEGY
1. Significant changes are to be injected in the product, according to
the prevailing demand of natural premium products in the market.
2.New combinations & complements are to be introduced in order to
convert the declining stage of this brand into maturity stage.

W-T STRATEGY
1.The increased competition in the market can be coped up with more
& more innovations in this product and its complements.
2. Innovations are not the only way to stay in the market but the cost
factor is also to be reduced in order to compete at price level as well.
ACM MATRIX
 ASSET-COMPETENCY
MATRIX
In this case scenario by plotting our product namely La Shampoo, on
the ACM matrix we determined that it lies in between the medium &
high Market Attractiveness zone furthermore in the category of Assets
and Competencies it lies in the weak zone of the particular matrix. By
keeping in view the current position of the brand the ACM matrix
suggests that the brand has to acquire competencies by internal
investment or acquisition. We can further elaborate this in the sense
that La Shampoo must add organic & natural ingredients in their
current product and must step into the combo market by introducing
combo-features such as shampoo plus conditioner.
The current trends in the market (keeping in mind the 1980’s)
the shampoo market was growing immensely in the United States
which will eventually shift the Market Attractiveness into the High
zone as the time progresses so it is beneficial for La Shampoo to invest
in the growing market.