The four brands in Bee & Gee's shampoo category are – Fansheen, Hair & Neck, Herb Essentials, and Brilette. Each of these shampoo brands target different consumer segments, and have varied brand histories. A summary of the campaign strategy meetings of the four brands is provided in the following paragraphs. Fansheen is the oldest of the four brands in Bee & Gee's shampoo category. It is targeted primarily towards women, aged 30-60, whose primary concern is nourishment for their hair. The advertising agency's big idea for the fall campaign was based on the despair that women feel when their hair is dull and damaged, contrasted with an overwhelming sense of happiness after Fansheen nourished their hair to make it strong and beautiful.
Hair & Neck is the most popular anti-dandruff shampoo in the market. It is a clear leader in market share and share-of-voice, by a mile, in the category of non-prescription medicated shampoo. The advertising agency's big idea for the fall campaign was based on the leadership stance that Hair & Neck enjoys in the marketplace. By highlighting this, the agency hoped that consumers will identify Hair & Neck as the category leader in their mind.
Herb Essentials is a shampoo targeted at teenagers and young adults, ages 16-29. It has a low market share and competes in a very fragmented market. The advertising agency's big idea for the fall campaign was based on the lifestyle of teenagers symbolized by their carefree attitude, and their energy.
Brilette is a shampoo targeted at males, ages 24-45, and is the newest brand in Bee & Gee's portfolio. Historically, this market segment was not well defined, with many unisex shampoo brands competing for the male shampoo user. This segment has only recently seen exclusive for-men shampoo brands. The advertising agency's big idea for the fall campaign was based on the premise that Brilette was the only shampoo that was exclusively targeted to men. The agency believed that this exclusive benefit for the target segment made the brand distinct in a marketplace with many competing brands which did not have a sole focus on men.
1. Based on the agency's proposed big idea, which of the following approaches best describes the basis for the big idea for Fansheen?
A. Using a contemporary approach
B. Positioning strategy
C. Finding the inherent drama
D. Creating a brand image
E. Using a unique selling proposition
2. Based on the agency's proposed big idea, which of the following approaches best describes the basis for the big idea for Hair & Neck?
A. Using a unique selling proposition
B. Finding the inherent drama
C. Using a contemporary approach
D. Creating a brand image
E. Positioning strategy
3. Based on the agency's proposed big idea, which of the following approaches best describes the basis for the big idea for Brilette?
A. Using slice-of-life
B. Creating a brand image
C. Using a contemporary approach
D. Finding the inherent drama
E. Using a unique selling proposition
4. Based on the agency's proposed big idea, which of the following approaches best describes the basis for the big idea for Herb Essentials?
A. Using a contemporary approach
B. Creating a brand image
C. Finding the inherent drama
D. Using a unique selling proposition
E. Positioning strategy
5. A new market entrant in the anti-dandruff shampoo market, Sun & Moon, launched a massive advertising campaign featuring a stylish, well-liked celebrity. The main idea in the campaign was that of "glamour" and transfer of that meaning from the celebrity to the brand. Which of the following approaches best describes the basis for the big idea for Sun & Moon?
A. Positioning strategy
B. Creating a brand image
C. Finding the inherent drama
D. Using a contemporary approach
E. Using a unique selling proposition
6. FruitEase, the brand with the highest market share and share-of-voice in the teenagers and young adults segment, is the brand that Herb Essentials competes with. The ads for FruitEase use "fragrance" as its strongest product attribute that teenagers find most appealing, and claim that no other shampoo can match the range of fragrances that FruitEase offers. Which of the following approaches best describes the basis for the big idea for FruitEase?
A. Using a unique selling proposition
B. Creating a brand image
C. Using slice-of-life
D. Using a contemporary approach
E. Finding the inherent drama