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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

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Marketing Case Studies

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  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

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