Tressemé in brazil

INTERNATIONAL MARKETING

The Tresemmé® strategy in Brazil





[pic][pic]















Faculty of Business and Economics
D0R36a – International Marketing Juan Alberto Areta Carbajo
Prof. Dr. Pierre François (r0290695)
INDEX

CHAPTER 1:Introduction……………………………………………………………………….…….………..pag.4

1. What is Tresemmé? .................................................................................. pag.4


2. Tresemmé products …………………………………….………………………………..…..… pag.5

CHAPTER 2: National culture ……………………………………………………………………..…..….. pag.6


1. Why chooses Brazil? …………………………………………………….………….….……… pag.62. The Brazilian population …………………………………….……………..………. pag.7


3. The Brazilian culture ………………………………………………..………………………….. pag.9


4. The Brazilian location ……………………………………………..…………...…. pag.11


5. The Brazilian climate ……………………………………………..……………….. pag.11


6. The Brazilian economy ………………………………………………………………………. pag.12


7. The language…………………………………………………………………..…………………. pag.13

8. The coarse hair frustration in Brazil ……………………………………………. pag.13


CHAPTER 3: Brazilian hair care segmentation and buying behaviour ….…………….. pag.15

1. Age ………………………………………………………………………………………………….. pag.16


2. Gender …………………………………………………………………………………..………… pag.18


3. Hair types ………………………………………………………………………………………… pag.19


4. Income levels ………………………………………………………………………….………..pag.21


5. Geographic location ………………………………………………………………….……… pag.22

6. Alternative segmentation…………………………………………………………………. pag.24



CHAPTER 4: Targeting and positioning ………………………………………………………………. pag.27

1. Targeted segment ………………………………………………………………………….….. pag.27


2. Positioning ……………………………………………………………………………………….… pag.28


CHAPTER 5: Adapting theMarketing-mix to the culture of your segment(s) …….. pag.32

1. Product and packaging adaptations …………………………………………………... pag.32


2. Price level ………………………………………………………………………………………..… pag.36


3. Distribution strategy ………………………………………………………………………….. pag.38


4 Communication strategy …………………………………………………………………….. pag.45


CHAPTER 6: Financial summary…………………………………………………………………………. pag.53


CHAPTER 7: Conclusion …………………………………………………………………………………….. pag.56


CHAPTER 8: Sources ………………………………………………………………………………………….. pag.58
CHAPTER 1: Introduction

1. What is Tresemmé?

Tresemmé is one of the most well known hair care company in United States of America. The brand started selling products in the mentioned country forty years ago because of the idea from a group of stylists and hair care experts. That vision was basedin creating professional quality products.

Tresemmé was initially intended to be sold exclusively in professional beauty salons all over the World. However, they changed their mind, and that’s why they positioned into a sector in which everyone should have access to professional products without paying high prices.

In this way, the company started in 1968 advertisement campaigns like“Professional, Affordable”. With this marketing campaign, Tresemmé pretended to say that they offer the access to hair care products with professional results used by stylist and hair care experts in beauty salons but without paying a fortune.
TRESemmé's products are also used in hair salons across the USA, Canada, Spain, UK, South Africa, México, Australia, New Zealand, Argentina, Chile, Finland,Denmark, Sweden, Norway… in particular for hair repair treatment from heating damage caused by hair ironing and blow-drying.


In 1968 the TRESemmé brand was purchased by the American Corporation Alberto-Culver (known by its hair and skin products), however, since 2011, Tresemmé Company belongs to the...