A start-up, Ozellen, has decided to enter the shampoo market with a newly developed shampoo bar. The product has tested well in consumer tests vs mass market bottled shampoo brands. Ozellen have asked you to help them with their strategic marketing strategy, and specifically to develop a distinctive positioning for the Ozellen brand.
Your assignment is to:
Determine an appropriate target audience for the brand.
Decide on a compelling and differentiating brand benefit for the brand.
Develop a brand positioning framework for the brand.
The global shampoo bar market size was valued at USD 10.2 million in 2018. Rising awareness regarding health, hygiene, and harmful side effects associated with the long term use of chemical cosmetics and personal care products are propelling the demand for shampoo bar with zero plastic waste. In addition, in order to cut down the increasing burden of plastic waste, customers are adopting packaging free personal care products.
Growing consumer awareness regarding personal hygiene and safety from harmful chemicals including parabens, phthalates, and aluminum salts is expected to promote the demand for shampoo derived from organic, herbal, and natural ingredients. In addition, changing consumer preferences for natural ingredient products due to their advantages such as dandruff protection and hair fall control is expected to boost the growth of the shampoo bar industry over the forecast period. According to the American Academy of Dermatology (AAD), approximately 80 million Americans (30 million women and 50 million men) are affected from hair loss. These health issues are promoting the all-natural and organic hair care products, including bar shampoos.