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COMMUNICATION STRATEGIES WITH CUSTOMERSIn Personal Care Sector (Shampoos, Hair Oil)Group 1Section C

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CONSUMER SEGMENTATION

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CONSUMER SEGMENTATION Taking a holistic view of the major means of consumer

interaction, we classified the consumers on the basis of their income levels and lifestyles as:

A: Affluent Consumers B: Consumers with lower incomes

Group A

Group B

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A VS B

Dove Intense Repair Therapy and Dove Color Rescue - YouTube.flv

Navratna Oil - Amitabh Bachchan ad - YouTube.flv

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TV COMMERCIALS

Product Variety• A: Specific Demands, specific products• B: “Long, thick and shiny”

Brand ambassador• A: “Personality” of the brand• B: Mass appeal is important

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PRINT MEDIA

Advertising schemes and discounts Free samples

Magazines/ NewspapersA: Cosmopolitan, Elle, Woman’s Era, VerveB: Grihshobha, Grihlakshmi, Meri Saheli, Local dailies

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DOVE: PERSONAL TOUCH

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DOVE: REAL BEAUTY CAMPAIGN

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DABUR VATIKA: YE HAI RESHMI ZULFO…

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SOCIAL NETWORKING

Instant Connect!• Mostly for group A Products through

Facebook pages/ Twitter• Creating a buzz : Pantene “Mystery” ad• Google Ads

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SUNSILK : GANG OF GIRLS

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YAHOO INDIA ANSWERS: HUL

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OTHER INNOVATIVE INITIATIVES: HUL•Shakti

Amma

•Selling Door to Door or via petty home shops

•Shakti vani

Project Shakti

•Awareness, Consumer Engagement, Retail contact

•Mohalla : Movies, games hygiene awareness and product promotion!

Khushiyo ki Doli

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CRISIS COMMUNICATION:JOHNSON & JOHNSON

•Tylenol Case

Successful

•J&J baby shampoo

Unsuccessful

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CONCLUSIONCOMPREHENSIVE COMMUNICATION

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….. A hair in the head is…….

……….worth two in the brush!! Thank you!