Brandstorm

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  • Published : January 18, 2013
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Have you ever messed up in life and end up facing unlikely situations? Have you ever felt the need to break away but still dictated by social norms and perceptions? Worry no more because with your hand and mind to create and perceive little things to imagining bigger realizations, you can change how the world looks. Over the past decades, the world has been formed in ways; changing habits, trends, ways of thinking and most importantly social norms which greatly affected by how we perceive things. And nothing describes this change in perception but by how we look at beauty and personal image. Thus, there is a promise in the hair care and hair styling industry. The hair care industry has been experiencing a general increasing trend over the past years. In the Philippines alone in 2011, there is an increase in the value of shampoos and conditioners by 6%. As for instance, the key countries in Southeast Asia which are Thailand, Philippines, Singapore and Malaysia are experiencing a stronger domestic demand for hair care products such as shampoos and conditioners that are essential in personal grooming. As matter of fact, hair care sales in these key countries grew by an average of 8% in 2011 and is expected to grow by an average of 4% in the coming years. Despite this promise in the hair care industry and increasing trend, the hair care market is already highly penetrated by a number of large companies competing for the same consumer base. Furthermore, differentiation strategy is very high which makes it easy for consumers to switch brands. For example, shampoos with natural ingredients, 2-in-1 shampoos and hair loss treatment shampoos are posing threats to standard shampoos. In fact, the sales of standard shampoos and conditioners in some Southeast Asian countries were stagnated by a rate of an average 1% in 2011 because consumers are now patronizing highly-differentiated products. What other companies have failed to realize over...
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