Brand Tracking
L’Oréal and the Shampoo Market
Your Guide to Evaluating a Brand
1
Summary of Findings
L’Oréal Brand Findings Hair Care Industry
The name sticks Women don’t just buy shampoo anymore
L’Oréal holds very high aided awareness but ranks Multiple hair care-related products are in the
lower than both Pantene and TRESemmé. marketplace, and women are trying them all out.
Tough competition A brand is more than just one product
Pantene sticks out as L’Oréal’s key competitor to Women’s experiences in buying other products created
watch for in the market. by the same brand name influence their purchase
decisions for other categories.
Converting users
L’Oréal needs to focus on increasing conversion from Quality is #1
consideration to choice. Women care about their hair, so it’s no surprise that
quality is ranked #1 in terms of what is the most important
Where does L’Oréal stand? attribute in a shampoo product.
L’Oréal scores high marks in terms of price as does
Pantene but TRESemmé outperforms every brand on
size and price.
Created by and for the use of SurveyMonkey for marketing purposes.
This study was not commissioned by L’Oréal or the other companies measured in this study.
2
6
Table of
5 Business-
Critical
Contents Overview Metrics
19
10
7
Awareness, Feature
Methodology Brand Familiarity,
Conversion 9 Consideration,
Performance
Choice 18
4
Attitudinal Key Product
Usage
Statement Findings Analysis
Analysis
3
Methodology
What? When? How?
SurveyMonkey fielded The survey was fielded A total sample of 1,075
a Brand Tracking study on the SurveyMonkey women, ages 18 and
to better understand panel from 01/05/15 over, were surveyed for
consumer buying behaviors to 01/06/15. the purpose of this study.
for the L’Oréal brand and
other key players within the
shampoo market.
4
Overview
How to Understand Your Brand
A lot goes on in the marketplace, especially if The way most brand research is conducted
your brand is up against tough competition. doesn’t work for businesses that want results
fast; most brand studies provide piles of data
Know what sticks
and take tons of time.
You want to understand whether or not
potential customers like you. But it’s also Focus on critical metrics
important to understand how they feel about The SurveyMonkey approach focuses on
various aspects of your brand, like whether business-critical metrics that can help you spend
they see you as traditional or innovative. That more time making important business decisions
way, you can position your messaging so it for your brand, instead of having to distill mounds
addresses any perceived shortcomings. of data on your own.
Reposition when necessary We used SurveyMonkey’s Brand Tracking
And even if your brand is resonating with Solution to evaluate L’Oréal’s brand and the
consumers right now, you want to keep an shampoo market.
eye on the competitive landscape, adjust to
changing consumer expectations, and make
sure you stay number one all while moving at
the speed of business today.
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Business-Critical Metrics
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L’Oréal’s Path to Revenue
These are the top areas that you need to have insight into: Category can include:
Brand Image
Past Purchase
Awareness 91% Value Perception
Loyalty Programs
Quality of Product
26%
Conversion
Rate Brand Image
Word of Mouth
Familiarity 24% Past Purchase
Price/Promotion
Strategy & Messaging
52%
Conversion
Rate Past Purchase
Time in Business
Consideration 13% Category Relevance
Online/Offline Media
Strategy & Messaging
39%
Conversion
Rate Distribution
Past Purchase
Choice 5% Time in Business
Traditional Media
Category Relevance
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What People Are Saying About L’Oréal
L’Oréal is a shampoo that…
Offers something other I am proud to tell Is an example of a Provides me value Does what it
shampoos do not others about high quality product for my money says it will do
19%
13% 9%
9% 6%
6% 5%
3% 3% 4%
Strongly Agree Agree
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Key Findings
9
When You Think of Shampoo, What Companies Come to Mind?
Here we checked the unaided awareness for shampoos (or the frequency of times women recalled their
TRESemmé
shampoo brand) to understand what brands are top of mind.
aussie fructis
mitchell
Dove
Pantene
head essences
frieda
nexus
aveda garnier shoulders
L’Oréal
johnson herbal
paul
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When You Think of Shampoo, What Companies Come to Mind?
We then identified the most popular brands from the list of competitors.
aussie fructis TRESemmé
mitchell
Dove
Pantene
head essences
frieda
nexus
aveda garnier shoulders
L’Oréal
johnson herbal
paul
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Pantene Has the Highest Awareness
This graph shows unaided awareness, aided awareness and total awareness.
When you know how visible (or invisible) you are to consumers, you’ll understand how strong your brand is in your
target market, and whether or not you need to tailor your marketing efforts to building awareness.
60% 38%
98%
82% 14%
96%
80% 10%
90%
75% 15%
90%
Aided Unaided
12
Women Are Very Familiar With Pantene
Understanding the distribution of familiarity allows for better diagnosis of awareness levels.
15%
39%
54% 58% 29%
26%
22% 18% 56%
36%
24% 24%
Very Familiar Somewhat Familiar Not at all Familiar
13
Women Are Reaching for Pantene
For your next purchase, how likely would you be to use each brand?
56%
29%
43%
20%
31%
13% Total Consideration Top 2 Box
28%
13%
Top 2 Box includes ‘Extremely’ and ‘Quite’ Likely to consider using.
14
L’Oréal Scores Higher With Everyday Hair Washers
Segmenting the data by looking at different groups allows you to see differences in responses and compare results more easily.
L’Oréal Pantene TRESemmé Dove
35%
30%
27%
23%
21%
18%
15% 14%
12% 13% 12%
11%
Everyday Several times a week Few times a month
Top 2 box consideration scores (Extremely + Quite) are cross-tabbed by user type (frequency of use).
15
Pantene Is the Top Choice Among All Brands *
For your next purchase, which brand would you be most likely to choose?
Organix
7%
Suave
L’Oréal
Garnier
Pantene
18% Herbal Essences
TRESemmé 59%
Dove Head & Shoulders
Other
11% John Frieda
Aveda
5%
Paul Mitchell
*Among all brands in the study.
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Why Women Prefer Each Brand
7%
18%
“I like the way it
“There are many options makes my hair feel,
for many kinds of hair very soft. Also, it does
issues. For example, dry not have the drying
hair, oily hair, limp hair out effect of Pantene.” 5%
frizzy hair etc. I like to pick
one that addresses the
issue I have with my hair.”
“TRESemmé has salon “It has taken the best
results without salon care of my hair and
prices. I started using it never felt healthier
it about 9 months ago than when I used loreal.
and it made a huge Unfortunately, it’s a little
difference. My hair has more expensive than
never been so soft.” what I can afford...”
Actual verbatim responses. 11%
17
Pantene Has Stood the Test of Time
Brands purchased in last six months vs. ever allows for a general understanding in “lapsed” users.
% Used in Past 3 Months % Used Ever Usage Index over Average
Usage index is
indexing frequency of
L’Oréal 13% 46% 88 use (3 months usage/
used ever) for each
brand, against the
Pantene 33% 85% 118 average of all brands.
Overindex ≥ 115
TRESemmé 20% 62% 97 Underindex ≤ 85
Dove 11% 43% 81
Average 19% 59% 32
Usage rates are indexed against the average.
*Usage rate = (% Used in past 3 months) ÷ (% Used Ever)
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Stacking Up The Competition
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Attribute Importance vs. Performance
It’s one thing for consumers
to be aware of your brand—
but knowing what they think
about your brand category
(or which brand attributes or High-Growth Opportunity
Mission Critical
More activity here is good and means
characteristics they associate the company is doing what consumers
with it) is just as important. care about.
IMPORTANCE
Plotting how important
people feel an attribute is
with the performance of a
brand’s attribute allows you
to see how the competition
stacks up.
Non-Business Drivers Category Monitoring
BRAND PERFORMANCE
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Attribute Importance vs. Performance: L’Oréal
Ingredients 100%
Availability & Quality of App
Professionalism
75%
Friendliness of Drive
Mission Critical
IMPORTANCE
Cost High-Growth
Opportunity More of these in this square is good
Quality
Non-Business Category
Drivers Monitoring
Range of Features
25%
L’Oréal
0% 25% 75% 100%
BRAND PERFORMANCE
21
Attribute Importance vs. Performance: Pantene
Ingredients 100%
Price
Size/Amount
75%
Scent
Mission Critical
IMPORTANCE
Variety High-Growth
Opportunity More of these in this square is good
Quality
Non-Business Category
Drivers Monitoring
Range of Features
25%
Pantene
0% 25% 75% 100%
BRAND PERFORMANCE
22
Attribute Importance vs. Performance: TRESemmé
Ingredients 100%
Price
Size/Amount
75%
Scent
Mission Critical
IMPORTANCE
Variety High-Growth
Opportunity More of these in this square is good
Quality
Non-Business Category
Drivers Monitoring
Range of Features
25%
TRESemmé
0% 25% 75% 100%
BRAND PERFORMANCE
23
Attribute Importance vs. Performance: Dove
Ingredients 100%
Price
Size/Amount
75%
Scent
Mission Critical
IMPORTANCE
Variety High-Growth
Opportunity More of these in this square is good
Quality
Non-Business Category
Drivers Monitoring
Range of Features
25%
Dove
0% 25% 75% 100%
BRAND PERFORMANCE
24
Attribute Importance vs. Performance: Combined
Ingredients 100%
Price
Size/Amount
75%
Scent
Mission Critical
IMPORTANCE
Variety High-Growth
Opportunity More of these in this square is good
Quality
Non-Business Category
Drivers Monitoring
Range of Features
25%
L’Oréal Pantene
TRESemmé Dove
0% 25% 75% 100%
BRAND PERFORMANCE
25
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