1 / 9

Marketing Case Studies

Marketing Case Studies. Case Study. Sally Hansen. Sally Hansen: Background. Who is Sally? Situation 10 brands, no clear strategy Competitive retail category requires 30 to 35% sku refresh every year (aligned to fashion/color stories) Challenge

trey
Download Presentation

Marketing Case Studies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Marketing Case Studies

  2. Case Study Sally Hansen

  3. Sally Hansen: Background Who is Sally? Situation 10 brands, no clear strategy Competitive retail category requires 30 to 35% sku refresh every year (aligned to fashion/color stories) Challenge Create a comprehensive, long-term brand strategy Implement successful brand marketing plans: Launch and discontinuation strategies Relaunches Brand support- POS, advertising and promotion spend Method Assess brand segmentation Assess market and competition Create clear positioning Implementation strategy

  4. Sally Hansen: Background Recommendations/Implementations Establish new market segment– launched Extreme Wear (youth market) Respond to important market trend – incorporated Vitamin/health story to lagging flagship brand (Max Growth … with Vitamins and Soy Protein) Launch premium brand – utilize luxury packaging to tell the story (No Chip – 10 day color) Discontinue underperforming brands in overcrowded market segment

  5. Sally Hansen : Brand Positioning MEDIAN AGE 44.2 FASHION $4.7M $13.2M Chromes $4.50 Xtreme Wear $2.60 Prisms $5.95 Opals $5.95 3 BRANDS 10% 2 BRANDS 30% TOTAL $46.1M Diamonds $4.50 6 10 15 20 25 30 35 40 45 AGE BP $5.00 $28.2M HANC $2.30 0 BRANDS 0% HANN $2.95 TT $3.50 Max Grow $3.95 5 BRANDS 60% Note: Based on 2005 YTD Shipments TREATMENT BENEFIT

  6. Sally Hansen :Diamond Strength No Chip Nail Color

  7. Sally Hansen :Hard as Nails Xtreme Wear

  8. Sally Hansen: Background Results Extreme Wear 2nd most successful launch in the company history exceeded sales plan by over 200% in first year Sustained double-digit annual growth subsequent years Max Growth Achieved unprecedented 100% retail buy-in Entire product story communicated via innovative and inexpensive packaging change Reestablished market leader positioning Increased sales, double-digit annual growth each year

  9. Thank You! Judy Holm Founder, Aspirations Marketing and Public Relations tel:917.589.0247judyh@aspirationspr.com www.aspirationspr.com

More Related