Suave

Submitted by:

Aza ahmed

Qadeer Rauf

Zeeshan Ali

Fazal Aleem Khan

Sardar Zaryab Jahandar Dogar

Suggested Positioning Strategy:

It can develop different positioning strategies for different shampoos under Sauve name. For

example: In order to increase sales it can change the positioning strategy of its other shampoos to

more focus on young teenagers to women in late twenties. The packaging can be changed to

funky and trendy to change the image of “old fashioned brand”.

Whereas, the traditional shampoo used by blue collared employees, and middle class people, the

company should maintain the “value proposition strategy” because the company has brand

equity through strong history and a brand image of providing value at a low cost. Its image is of

a “family brand” which differentiates itself from the competitors and also the “repeat users” of

the brand are loyal who don’t switch to other brands.

Consumer Behavior:

Market research conducted by Sauve based on consumer preferences, needs and habits. As

shown in Exhibit 4, the major chunk of consumers who use Sauve shampoo are large families,

blue collared, middle class people. Sauve has an explicitly functional value position because it is

interested in reaching budget-conscious women who want a quality shampoo. But Sauve faced

low growth margins because the consumers believe that “Good quality products don’t cost low”.

Sauvé has to break this trend that good quality shampoo can cost low because it cares for its

consumer and is a customer oriented brand.

Push Strategy or Pull strategy:

The brand should apply “Pull Strategy” because “Suave” does not have budget for advertising.

It has a brand image so it cannot adopt desperate sales strategies because consumer would

perceive a wrong image otherwise. Besides Push strategies are short term. Therefore word of

mouth, mass media promotions and advertised sales promotions are the suggested pull strategies

for Sauve considering the brand equity.