Round 1: “HAIRWAY TO HEAVEN”

Disclaimer: The data used in this content is hypothetical and for the purpose of BizMaestros only. As he sipped on his mug of coffee, Sarram sat down at his office desk, thoughtful. Exactly one & half years ago, he had been given the task to launch and manage TRESemmé, Unilever Bangladesh's fourth brand entry into hair care after Sunsilk, Clear and Dove. At the time, he had successfully launched the brand - with wide accolades from around the organization - but a year into the launch, it just wasn't selling as much as he had hoped it would.

Unilever had a commanding share in the hair care in Bangladesh with over 80% market share in the shampoo market. Other competitor Players, while giants globally - were extremely small in Bangladesh thanks to Unilever Bangladesh's local team of brilliant marketers delivering flawless execution and market development. Unilever Bangladesh Hair Care team was like no other in the world - a team that had established Bangladesh as a global case study and stronghold for Unilever Hair Care.

Yet as recently as the 1990's, hair care penetration in Bangladesh was absolutely abysmal. Less than 30% of the population would buy a shampoo even once a year; more than 70% of Bangladesh used to apply soap on their head! From such a scenario, in less than two decades Unilever marketing team was able to educate the entire population of a country to use shampoo exclusively. Today, shampoo user-ship was universal, with penetration led by the Sunsilk Tk. 1 mini pack, followed closely by Clear and Dove. In recent times, however, with rapid urbanization and a Premiumization of the market, more and more top-end urban consumers were flirting between different shampoo brands, often trying non- Unilever offerings that promised "specialized benefits" or imported products because of the misplaced but prevalent perception that “locally manufactured products must be of inferior quality”. One of Unilever's answers to this evolving consumer landscape was, among others things, the launch of TRESemmé in late 2015.

"But I need to prove that launching it was the right decision", Sarram thought to himself. “Real sales need to justify the decision – so how can I get people buying?”

Breaking out of his trance, Sarram put down his mug and pulled his laptop close. He knew there were many potential ideas floating around, but he would prioritize and focus on only the top 3 things he could do which would have the greatest impact on his brand. Taking a deep breath, he started to type. TRESemmé: Roots of the Brand

TRESemmé was created in US salons in 1948 by Edna Emmé – a leading stylist and opinion former in the hair and beauty world and has been top professional stylists around the world ever since. It was the first brand to bring salon grade products and innovation to women for use at home. Today it is the leading styling brand in the world and the sponsor of New York Fashion Week.

From its origins, TRESemmé has been driven by a simple truth: every woman deserves to look and feel fabulous, like they've just stepped out of the salon. TRESemmé is dedicated to creating hair care and styling products that are salon quality without the salon price. Salon inspired and tested products that help you create your own style and experience that salon feeling every day.

TRESemmé still promotes the values that defined our inspirational founder: independence, self-reliance, and most importantly, the confidence you need to step up and meet the next challenge, just like Edna. Because no one understood the power of hair to boost your confidence like she did, which is why we believe in empowering modern women everywhere to walk tall today. TRESemmé offers leading edge salon TRESemmé quality that gives women the confidence Brand to excel in the world. Great hair is just not an accessory. When a woman gets her Purpose hair right, she looks on top of her game, whether she feels it or not. Everything just clicks. And she walks taller.

TRESemmé gives women that power through cutting edge products which are trusted by professionals.

The people we serve

A discernible, stylish woman who is not afraid to reject things which fail to meet her high standards. She always looks poised and put-together. Other women are impressed by her and look up to her.

She is between 22 to 35 years old and is leads in fashion trends among her peer group. She seeks to know about the products she uses and looks for recommendations from the experts for any product she uses. Whether she is at work, or at a party or hangout she knows exactly what she wants to look like. TRESemmé in Bangladesh

TRESemmé was launched in Bangladesh in 2015 as the 4th hair care brand in Unilever to offer premium benefits to consumers. It is positioned in the premium category and is priced 125% higher than the average of price of the other brands in the category. It offers Shampoo and Conditioner in 3 variants and 2 pack sizes, 580ml (shampoo) and 190ml (shampoo and conditioner).

It is currently available in all major modern trade stores and 50% value- contributing cosmetics stores in urban centers. Cosmetics stores is a key channel for TRESemmé as this is where the consumers of TRESemmé goes to shop. E-Commerce is a very promising channel for this brand given the Target Group, however it is still very small.

To establish TRESemmé’s positioning to consumers, the brand engages through social media, premium print magazines and in premium salons, since this is where the brand believes its highest-potential consumers are. Additionally, TRESemmé also sponsors fashion and runway events to boost its professional credentials. TRESemmé wants to own the “Salon like hair” and “Used by Professionals” space in the consumers mind when it comes to hair care. TV, which is the biggest reach medium in Bangladesh, does NOT currently feature in TRESemmé’s plans, as consumers get to see TRESemmé on Indian TV, and investing in local TV media may not be very efficient. THE CHALLENGE While TRESemmé had been launched 1.5 years ago, currently only 1 out of 20 people know about the brand (as a comparison 9 out of 10 people know of Dove, the 2nd most premium shampoo and 5 out of 10 people know of Competitor Brand X). This low awareness is clearly reflected in household penetration (percentage of House-Hold using the brand at least once in a year), which is less than 1% (Dove has a penetration of 15% and Brand X has a penetration of 10%). As a result the overall business has slowed down and growth is well below expectations.

The brand manager knows that only improving awareness about the brand and what it stands for will have a long term impact on the brand’s growth. Simultaneously, physical availability is also key in growing the brand – it needs to be present in the right channels (Stores).

Low Awareness, SLOW GROWTH. THE 3 big TASK actions to build brand awareness and relevance for TRESemmé

. Record and upload a 3-minute video in which you advise Brand Manager Sarram on what he should do for building brand awareness and relevance for TRESemmé – that will consequently result in sales.

. You will have a total of 3 minutes to introduce your team and summarize your plan, mentioning ONLY the 3 biggest actions you would do (what, where and when) given you had only Tk. 10 Million at your disposal.

videos longer than 3 minutes will be disqualified.

How the video will be judged:

. Creativity & originality of IDEAS . Feasibility of proposed ideas . Overall Communication & Presentation skills