Marketing Case Studies

Sally Hansen
Click to edit Master title style

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
Click to edit Master title style

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
Click to edit Master title style

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

Diamond Strength No Chip Nail Color
Click to edit Master title style

Hard as Nails Xtreme Wear
Click to edit Master title style

Background
• Results
– Extreme Wear
•
2 nd 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
Click to edit Master title style

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