Pantene
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4.  Recommendation.Stress associations and start promotional campaigns centered on the added benefits of choosing Pantene.  Pantene should emphasize the premium quality of their product in comparison to other brands, aka Garnier.  The premium quality was ranked number two by customers out of the four most important associations.  Re-emphasizing the brand’s premium quality over others would be relatively cheap in comparison to other options, like expanding its product offering.  This would also allow for the price to stay the same, therefore keeping profits higher.  Because the case didn’t mention anything about distribution issues, the distribution channel would also stay the same.  However, if they’re going to keep prices higher, I would recommend moving the product out of retailers that are associated with “cheap” prices, such as Walmart.  This is the best option to increase the market share in the United States because customers here already perceive the brand to be a little more professional, elegant, and confident, so increasing the perception of premium quality would be easier to establish.
The only factor that would change is the promotion.  They should change the copy on the bottle emphasizing the premium quality of the product, as well as the television commercials.  The only costs associated with this is the altering of the product labeling on the packaging, incorporating a new design to promote the premium quality Pantene offers,  as well as the new television promotional campaign.  As part of the design process, they should also look into changing the color of the bottle.  I would suggest making it a more metallic color to enhance the message of “professional” and “premium quality”.  One final tactic they should try is to use younger models in the advertisements.  This would directly captivate Garnier’s target market, yet do so in a subtle way.  Therefore, this would help to convert users of Garnier over to Pantene, and will also help to counteract current Pantene users from switching to Garnier.  They will also need to update their POS displays in order to continue to create interest and desire in consumers.