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COMMUNICATION STRATEGIES WITH CUSTOMERS

In Personal Care Sector (Shampoos, Hair Oil) Group 1 Section C

CONSUMER SEGMENTATION

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

A VS B

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/ Newspapers A: Cosmopolitan, Elle, Womans Era, Verve

B: Grihshobha, Grihlakshmi, Meri Saheli, Local dailies

DOVE: PERSONAL TOUCH

DOVE: REAL BEAUTY CAMPAIGN

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


Project Shakti
Shakti Amma Selling Door to Door or via petty home shops Shakti vani
Awareness, Consumer Engagement, Retail contact Mohalla : Movies, games hygiene awareness and product promotion!

Khushiyo ki Doli

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CRISIS COMMUNICATION: JOHNSON & JOHNSON

Successful

Tylenol Case
J&J baby shampoo
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Unsuccessful

CONCLUSION COMPREHENSIVE COMMUNICATION

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.. A hair in the head is.

.worth two in the brush!! Thank you!


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