Question

Q15: ‘Consumer Reports’ publishes the results of a study on shampoos that provides strong evidence that all shampoos are basically the same as far as the ability of cleaning the hair and scalp is concerned. After reading the report, what actions might you take if you are a high price shampoo marketer? (1.5 points, word limit: 250 words)

This is a hypothetical, there is no actual report

Answer 1

Being a high price shampoo marketer, I will need to differentiate my product to justify the high price. Now, the report has highlighted that all the shampoos have same cleaning ability, so I cannot use cleaning ability of my shampoo as a marketed feature. Hence, I would duel on other popular user expectations from my target market.

For example, I would market that my shampoo is made of only natural ingredients, it is chemical free, or it is sulphate-free, still it cleans as well as any other shampoo, so why chose a chemical based product when you can get the same ability through a natural product. Natural products are easy on hair and scalp skin and will prevent the consumer from ailments like cancer that are increasing due to chemicals we use on our body. Also, natural ingredients will give you environmental friendly products hence, by purchasing the high-priced shampoo, the consumer is making sure he/she is doing his/her small part in contributing towards saving the environment by making better choices.