Global hair color brand
Understand brand perception held by the client’s customers and non-customers
Determine brand knowledge, consumer decision making process, and competitive rivalry
Understand consumers’ top preferences while selecting a brand with respect to price, brand awareness, quality, etc.
Benefits and outcomes of our engagement
Gauge the company’s brand perception, identify key buying factors for the consumers while selecting a hair color brand, and assist the client to bridge this need-gap to drive product innovation
SGA conducted an exhaustive secondary research to understand the US hair color market with respect to market size, product trends, growth drivers, competitive landscape, etc.
Conducted product benchmarking of 10+ competitors to gauge competitive rivalry
Administered an online survey covering 500+ customers as well as non-customers to draw insights across customer preferences and their buying behavior
Discussion with 10-12 retailers to understand brand sales viz-a-viz competitors and identify the need-gap