Contemporizing_Herbal_Essences课件.pptVIP

;What happened to the Herbal Essence brand?;氨闷屡琅诀郸稚醒估麓惭辩及皑茨滋菇殉撰娟兑寐余嘎疾畦太畔垫尘究积Contemporizing_Herbal_Essences课件Relaunching the Herbal Essences Brand;What happened to the Herbal Essence brand?;What role did qualitative research play?;Who were the focus group respondents?;nostalgia, affection long-haired girl flowers, butterflies dark green oval bottle pleasant scent herbal;What repositioning concepts were devised?;What became the relaunch strategy?;What were the key positioning communications?;What ingredient combinations were explored?;What packaging options were considered and rejected?;What was the packaging breakthrough?;What consumer insights led to advertising development?;How did the ad agency break through category clutter?;貉仑筒痔投尧硼酬浑喇甚嫩初沙骇世冕戌蘸极员寂窿舷递渡诺泵邦蔑崎愤Contemporizing_Herbal_Essences课件Relaunching the Herbal Essences Brand;Where did the relaunch fit into the competitive set?;MOST NATURAL;What was the brand’s contemporized personality?;What was the brand’s contemporized personality?;What was the brand’s contemporized personality?;频悉正俺雏碧发涕猖唁赌胜酥克慈膨踏锤寞崔剔袒蚁官箭稿柴撇歧久侵赤Contemporizing_Herbal_Essences课件Relaunching the Herbal Essences Brand;辣彤犹滚硬孜逝恫检淡疙像螟涕墟伯匹裔潍田图洋窑暖前搽龙沦旷墅挝疮Contemporizing_Herbal_Essences课件Relaunching the Herbal Essences Brand;What was the brand’s contemporized personality?;What was the brand’s viability in other product categories?;What was the brand’s viability in other product categories?;What was the brand’s viability in other product categories?;What was the brand’s viability in other product categories?;How successful has Herbal Essences been?;How successful has Herbal Essences been?;What do consumers advise for the future?;近稳岿唾肿咀善蔬挂狭娘玖短支朝掩察阴蚕蛛双捧碗儒迫杯旧蒲热葫粥捻Contemporizing_Herbal_Essences课件Relaunching the Herbal Essences Brand;顽娘拈孺啤逝妓敲逊倪粹观孤卉梗孝卿二洪胳屑泼媳赴絮冲恶踏孽券谬脑Contemporizing_Herbal_Essences课件Relaunching the Herbal Essences Brand;How did consumer insights aid strategic outcomes?;How did consumer insights aid strategic outcomes?;What synchronicity c