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Business
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| Number of pages / Number of words: |
3 / 629 |
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Enhance's repeat users like it for its manageability/effects qualities. Therefore, the product needs to be marketed for "manageability" instead of for "dry hair".
As John Sherman, I would recommend that Enhance be marketed for its manageability. There is very high product awareness for Johnson products (76% unaided recall for Enhance ? with 50% recalling that it was about "dry hair")...
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There is very high product awareness for Johnson products (76% unaided recall for Enhance ? with 50% recalling that it was about "dry hair"). If that perception were changed towards "manageability/effects", then Enhance can position itself where it can be most effective. Enhance is already liked for its manageability and not for its conditioning qualities ? so it makes sense to target the audience where our product is liked the most (42% vs 11%)...
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