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1 MATRIX AND PANTENE US Shampoo: A Tale of Two Brands

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Page 1: US Shampoo: A Tale of Two Brands - Millward Brown · PDF fileUS Shampoo: A Tale of Two Brands . 2 Successful brands are Meaningful, Different and Salient ... SUAVE FRUCTIS CLAIROL

1

MATRIX AND PANTENE

US Shampoo:

A Tale of Two Brands

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Successful brands are Meaningful, Different and Salient

Our model of consumer decision making

– is your brand Meaningfully Different?

Predisposition and in-market activation allow us to determine what drives your financial performance and the best way

for you to leverage volume share and/or to justify your price point now and in the future.

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POWER AND PREMIUM

What is the overall

current equity for

Matrix and Pantene?

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POWER is a prediction of the brand’s volume share based purely on perception, absent of

activation factors.

We report the Power score as a percentage share because we want to reflect the relationship it has

with Volume Share.

We assess current brand equity using two of our

key predisposition metrics

All the predisposition metrics are based on the same foundations (Meaningful, Different and Salient) combined in

different ways. All are validated to in-market results.

PREMIUM is the ability of a brand to command a price premium relative to the category average,

based purely on perceptions.

We report the Premium score as an index because we want to reflect the relationship it has with

in-market Price Index.

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Source: Shopcom panel data merged with equity survey responses. Based on comparing Power and Premium scores to shopping habits of 1600 consumers. Analysis includes 65 brands in 4 categories.

Low = bottom 25%, Medium = middle 50%, High = top 25%

5

We have learned brands that are Meaningfully Different are the ones that generate greater volume share and can

command premiums.

Brands with high Power drive market share and brands

with high Premium can charge more

0.44 0.68 2.2

LOW MEDIUM HIGH

0.93 1.00 1.06

LOW MEDIUM HIGH

VOLUME BOUGHT

(index to average)

PRICE PAID

(index to average)

PREMIUM POWER

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The strong predisposition that consumers have for Pantene translates into a willingness for consumers to pay more for that

brand. Meanwhile, the Matrix brand may not generate massive volume, but consumers are willing to pay a high price for it.

Pantene is the strongest brand in the market in terms of brand equity

118 83 108 104 101 104 96 111 117 102 105 103 117 83 90 59

16.4

10.6 9.3

8.7

7.0 6.8 6.5 5.5 5.4 4.9 4.8

3.9 3.0 2.6 2.6

1.9

0.0

10.0

20.0

Pantene Pro V

Suave Fructis Clairol Herbal

Essences

Dove Tresemmé Head & Shoulders

Nexxus John Frieda Aussie L'Oreal Neutrogena Matrix Johnson's Thermasilk Store brand

Brands with high Power AND Premium

Brands with high Power OR Premium

Brands with low Power AND Premium

KEY POWER

Are consumers

predisposed to

choose you?

PREMIUM

Are they willing to

pay more for you?

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Matrix sits in a clear niche, premium position along with its close competitors: John Frieda and Nexxus

A quadrant map of Power and Premium shows the strength of

Pantene even more clearly, leaving its competitors far behind

JOHN FRIEDA MATRIX

AUSSIE

FRUCTIS

CLAIROL HERBAL ESSENCES

THERMASILK

NEXXUS

NEUTROGENA

STORE BRAND

L’OREAL

DOVE TRESEMME

SUAVE

HEAD & SHOULDERS

JOHNSON’S

PANTENE PRO V

POWER PREMIUM BRANDS PREMIUM BRANDS

VALUE BRANDS UNDERPERFORMING BRANDS POWER - Are consumers predisposed to choose you?

PR

EM

IUM

- A

re t

hey

will

ing

to p

ay m

ore

fo

r yo

u?

2

60

110

100

90

80

70

4 6 8 10 12 14

Brands with high Power AND Premium

Brands with high Power OR Premium

Brands with low Power AND Premium

KEY

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Pantene chooses to build market volume power and strong relationships, rather than trade on the opportunity they have to

charge more. Although expensive Matrix is worth every penny.

By looking at actual price compared with Premium we can

understand whether brands have the opportunity to charge more

JOHN FRIEDA MATRIX

AUSSIE

FRUCTIS

CLAIROL HERBAL ESSENCES

NEXXUS

NEUTROGENA

L’OREAL

SUAVE

HEAD & SHOULDERS

JOHNSON’S

PANTENE PRO V

ACTUAL PRICE INDEX (Shopcom)

PR

EM

IUM

- A

re t

hey

will

ing

to p

ay m

ore

fo

r yo

u?

85

110

105

100

95

90

1.2 0.9 1 1.1

115

TRESEMME

DOVE

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BEING MEANINGFUL, DIFFERENT AND SALIENT

Where does the

equity for Pantene and

Matrix come from?

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To understand equity - we need to look at whether brands are

meaningful, different and salient

Being Meaningful, Different and Salient is the foundation for creating a strong brand. Using these foundations we can

combine the measures to understand how predisposed consumers are to a brand.

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In the Haircare category POWER or Volume is

driven by ‘Meaningful’ and ‘Salient’.

Depending on the objectives for your brand - growing Premium or Potential

- being Meaningful, Different or Salient may become more important

However if brands want to charge a PREMIUM,

they need to be ‘Meaningful’ and ‘Different’.

PREMIUM POWER

14%

47%

38%

48%

50%

3%

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Index 100

12

1. First we plot how important Meaningful, Different and Salient are in explaining Power within the

category, as in a pie chart.

Understanding how Meaningful, Different and Salient

your brand is: The Propeller

2. We then add how strong your brand performs on each of Meaningful, Different and Salient.

The numbers are indexed against the category average.

3. We overlay an ‘average’ circle (100) so you can see how your brand is performing compared

with the category.

4. The final red circle in the centre indicates your brand’s Power, the likely share of market of

your brand based purely on predisposition.

Meaningful Different Salient Power

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Index 100

13

With its strong Power score, it is unsurprising that Pantene is both ‘Meaningful’ and ‘Salient’. But unlike immediate competitors, it

also manages to be ‘Different’. This above average level of ‘Different’ for Pantene means that although a mass market brand,

consumers would be willing to pay a premium. This puts it in a strong position in comparison with close competitors.

Understanding Meaningful, Different and Salient in the

Haircare market

Meaningful Different Salient Power

114

84

119 8.7 102

104

124 9.3 168

129

152 16.4 165

50

107 10.6

Fructis Suave Herbal Essences

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Index 100

14

Looking at the smaller, more niche brands, Matrix and direct competitors are also viewed as being ‘Different’ and ‘Meaningful’

- but are, of course, weak for ‘Salient’. The weak level of ‘Salient’ is causing Matrix to have a low Power score. However these

small, specialist brands are ‘Different’ and ultimately worth more because of their exclusivity.

Understanding Meaningful, Different and Salient in the

Haircare market

168

129

152 16.4 71

145

100

3.0 79

156

99

5.4 70

129

93

5.5

Meaningful Different Salient Power

Nexxus John Frieda Pantene Pro V

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BRANDDYNAMICS™ DIAGNOSIS AND IN MARKET ACTIVATION

What are the steps to

take to improve?

How can equity for

Pantene and Matrix

be leveraged?

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Image associations drive the components of equity

Look really good

Care for your hair Functional

Salient

Different

Meaningful

Feel confident

Makes you feel happy Emotional

Make lives better

Values you can connect with Purpose / Ideal

Is the most famous

Unmistakeable look Fame

Feel a connection to others

Values that you identify with Affiliation

Good deals / price discounts

More acceptable price Value

Heard a lot about

Have great advertising Buzz

Like to post or read Community Would follow

Are fun to talk about POWER

We build models for each study which help us identify how image associations group together to drive the components of equity.

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Using the Image Diagnosis we are able to simulate the best way

forward for brands

+5% +3%

+1%

+3%

+1%

+3%

+2%

• Our simulator is designed to help clients optimise investments for better returns

• It will simulate what might occur in different scenarios for the brand

• It provides a simplified representation of marketing processes used to understand how to predict or control

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Make your hair look really good

Care for your hair better than others

Are always trying to improve their products

For the US Shampoo data there are 11 independent ‘levers’

that we can pull to influence brand predisposition

Functional

Associations

Make you feel confident

You have a higher opinion of than others

You would be proud to use

You trust more than others

Using them makes you feel happy

You want to be seen using

Understand what is important to you

Are a part of you and who you are

Emotional

Associations

Always offer good deals or price discounts

Are at a more acceptable price than other similar shampoos Value/Price

You have heard a lot about recently

Have great advertising Buzz

Is the most famous brand of shampoo

Easier to find than others

Have an unmistakable look

Fame

You would like to post or read about online

Are fun to talk about

Feel a connection with other users

Like to follow on social networking sites

Listen to you don’t just talk at you

Empower you

Community

Committed to make the world a better place

Are trying to make people’s lives better

Improve people's lives

Have values you can identify or connect with

Would make world worse if they did not exist

Are authentic

Would deserve a second chance if they made a mistake

Purpose/Ideal

Feel a connection to others

Have values you identify with Affiliation

Contain more natural ingredients than others

Are more environmentally friendly than others Environmental

/Natural

Stand for something unique

Offer something different to others

Are different in a good way

Distinctive

Cost more than you are prepared to pay

Are Glamorous brands

Are difficult to find

Only appeal to specific type of people

(Too) Exclusive

Don’t care for hair well enough

Don’t make hair look good enough

Are too cheap to be of an acceptable quality

Contain too many artificial ingredients

Quality Barrier

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NOTE: Value and Environmental / Natural make small positive contributions

19

Building Power in Haircare is about balancing emotional and

functional characteristics, with value

Power: Emotional benefits at a good price, built on strong functional foundations.

34%

15%

10%

7% 7%

-6%

6%

-6%

5%

4%

Functional

Emotional

Associations

Value/Price Buzz

Fame

Community

Purpose /

Ideal

Exclusivity

Barrier

Distinctive Quality

Barrier

POWER

Associations that have a negative contribution

Associations that have a positive contribution

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The mass market Pantene performs well on emotional

and functional values. It is also thought of as ‘famous’

Pantene should continue to appeal to consumers at both an emotional and functional level. Because they are stronger

on functional values they could consider building emotional associations (especially given its importance to Power).

44

-23

64

-30

-13

-16

34

-23

11

-13

-35

Emotion

Value environment

CSR/Affiliation

Buzz

Exclusive

Fame

Quality barrier

Community

Distinctive

Function

Price value

Importance to Power Pantene Pro V

• Make you feel confident

• Higher opinion

• Proud to use

• Trust more

• Make you feel happy

• Want to be seen using

• Understand what is important to you

• A part of who you are

• Make your hair look good

• Care for your hair better

• Always trying to improve their products

• Most famous brand

• Easier to find

• Have an unmistakable look

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= Correlation < 0.50

Bi-plot analysis

21

Looking at how the emotional and functional associations group together will help direct recommendations for Pantene.

But which emotional associations to build?

Axis 2 23.7%

Axis 1 48.6%

THERMASILK

NEUTROGENA

TRESEMME

MATRIX L’OREAL

You have a higher opinion of than others

JOHN FRIEDA NEXXUS

Care for hair better than others

You would be proud to use

You would want to be seen using

Make hair look really good

Make you feel confident about yourself

AUSSIE

SUAVE

FRUCTIS

CLAIROL HERBAL ESSENCES

DOVE

HEAD AND SHOULDERS

You trust more than others

Understand what is important to you

Are always trying to improve their products

Using them makes you feel happy

Are part of you and who you are

PANTENE PRO V

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From the positioning map we see that in the Haircare market some functional benefits are clearly related to more emotional

associations. Pantene has particularly strong Functional associations. They could leverage these in an emotional way to help

build strength in ‘understand what is important’, ‘proud to use’, ‘want to be seen using’ and ‘confidence’.

Leveraging Functional Associations

Always trying to improve their products Understand what is important to you

Care for your hair better than others You would be proud to use

Make hair look really good

You want to be seen using

Make you feel confident about yourself

FUNCTIONAL ASSOCIATIONS EMOTIONAL ASSOCIATIONS

Relate to…

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* Value and Environmental / Natural make small positive contributions

23

To justify a Premium for Haircare brands the most important thing

is to avoid perceptions of poor quality...

…strong Emotional and Functional associations are also key, but the offer has to be Distinctive and preferably

supported by some Buzz.

Associations that have a negative contribution

Associations that have a positive contribution

-28%

17%

14%

11% 7%

5%

5%

6%

4%

3%

Functional

Emotional

Associations

Others*

Buzz

Fame

Community

Purpose /

Ideal

Exclusivity

Distinctive

Quality Barrier

PREMIUM

QUALITY BARRIER…

Doesn’t care for hair well enough

Doesn’t make hair look good enough

Is too cheap to be of an

acceptable quality

Contains too many artificial

ingredients

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In addition to emotional and functional associations, which are important in explaining Premium, they have strong exclusivity

associations.

For Matrix, we need to understand what helps drive

their strong Premium score

Negative Contribution

CSR/AFFILIATION

HOT HEATING UP

100

MATRIX

IMP

OR

TA

NC

E T

O P

RE

MIU

M

-20 80 60 40 20 0

25

5

20

15

10

DISTINCTIVE

BUZZ

COMMUNITY

FAME

VALUE ENVIRONMENT

FUNCTION

EMOTION

PRICE VALUE

QUALITY BARRIER

EXCLUSIVE

Positive Contribution

They are not considered to be

particularly ‘distinctive’ and

this is important for Premium.

Something they could try to

build in the future.

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Matrix makes consumers feel ‘proud’ and they ‘want to be

seen using’ it. It’s also glamorous and expensive

These are key strengths for Matrix to leverage

9

12

13

4

4

12

2

3

56

51

25

22

Make you feel confident

You have a higher opinion of than others

You would be proud to use

You trust more than others

Using them makes you feel happy

Want to be seen using

Understand what is important to you

Part of you and who you are

Cost more

Only appeals to specific people

Glamorous

Difficult to find

EMOTION EXCLUSIVE

+28 +102

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Understanding how Volume flows between the brands and what happens in-market enables us to link brand predisposition to

volume share and completes the pieces of the consumer decision making model

Understanding In-market Barriers and Facilitators

Bridging the gap between intent and action

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The framework allows us to assess inherent brand strength but to also break out volume opportunity and risk.

The Volume Flow analysis is anchored in the linkage between

Predisposition and Volume

% of market which is FULFILLED for you

% of market which is

CONVERTED to you at

the point of purchase

% of market which is

DIVERTED away from you

% of market who is

buying you

% of market who is

predisposed to choosing you

In-Survey

Volume

POWER

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Volume Flow analysis

Around 40% of Pantene’s volume share is not due to its strong levels of equity. It is thanks to the sheer in-store

presence of a brand of its size. More than half of Matrix’s equity is not translated into sales = a huge opportunity for

them to leverage on the strength of their brand in store.

Predisposition/ equity that

doesn’t translate to Volume Diverted

Volume not due to

predisposition/ equity Converted

Volume due to

predisposition/ equity Fulfilled

8.0%

11.4%

5.5%

1.1%

1.3%

1.8%

Total

Volume

19.4%

Total

Volume

2.4%

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Pantene leverages its strong distribution in-store using deals and packaging to encourage those who have no predisposition for

the brand to choose them.

In Market Barriers and Facilitators: Pantene

Volume due to predisposition/ equity

Volume not due to predisposition/ equity

Predisposition/ equity that doesn’t translate to Volume Diverted

Converted

Fulfilled

Diverted

Converted

Fulfilled

0.6

Unmistakeable

look

(packaging)

Deals and

promo

Competitors

cost too much

Good price Power Share Total share of

volume

Competitors

hard to find

Easy to find

0.8 0.3 0.0

0.2

19.4 16.9

8.0%

11.4%

5.5%

-0.1

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Matrix does not activate well in-store. It should consider improving its packaging to leverage its ‘exclusive’ associations with the

aim of becoming unique, easy to find and unmistakeable.

In Market Barriers and Facilitators: Matrix

Volume due to predisposition/ equity

Volume not due to predisposition/ equity

Predisposition/ equity that doesn’t translate to Volume Diverted

Converted

Fulfilled

Diverted

Converted

Fulfilled

-0.1

Unmistakeable

look

(packaging)

Deals and

promo

Competitors

cost too much

Good price Power Share Total share of

volume

Competitors

hard to find

Easy to find

-0.2 -0.1

0.0

-0.1

19.4 2.9

1.3%

1.1%

1.8%

0.0

2.4

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POTENTIAL

What is the future

potential for

Matrix and Pantene?

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Source: Millward Brown’s validation dataset, including 350 brands from diverse categories (CPGs and non CPGs). Lose/Gain 0.2 points of market share.

Low = bottom 25%, Medium = middle 50%, High = top 25%

32

Consumers are predisposed to stick with the brand in the future, or try it.

This will prime the brand for future value share growth.

We assess future brand equity using our final

predisposition metric: Potential

LOW MEDIUM HIGH LOW MEDIUM HIGH

AVERAGE VALUE SHARE CHANGE

(%)

POTENTIAL

% Brands Gaining Share

vs.

% Losing Share

-4.9 -1.4

+6.9

19%

33%

47%

52%

37%

25%

% brands

gaining

share

% brands

losing

share

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As a result of its inherent brand strength Pantene is likely to hold its value market share in the future. Matrix; a strong little brand

that’s going place is also primed to grow.

Plotting Potential against Power allows us to sort brands

into simple typologies

JOHN FRIEDA

MATRIX

AUSSIE

FRUCTIS

CLAIROL HERBAL ESSENCES

THERMASILK NEXXUS

NEUTROGENA

STORE BRAND L’OREAL DOVE

TRESEMME

SUAVE HEAD & SHOULDERS

JOHNSON’S

PANTENE PRO V

HOT HEATING UP

COOLING OFF COLD POWER - Are consumers predisposed to choose you?

PO

TE

NT

IAL

- Is

yo

ur

bra

nd

set

to

gro

w in

th

e fu

ture

?

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With a strong Power and Premium score, Pantene has great predisposition which

translates into a willingness for consumers to buy more and pay more for the brand.

Understanding Pantene brand equity

Pantene has a broad base of functional associations and could use these to help

build stronger emotional associations for the brand.

Pantene has good in-store presence. Which means it gains a significant amount of

sales not due to equity (rather good distribution). Pantene leverages this distribution

using deals and packaging.

Pantene is such a strong brand because it is thought of as being ‘Meaningful’,

‘Different’ – something that is not a strength for its near competitors - and Salient’

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Recommendations for Pantene

Pantene is a very strong brand with a range of emotional and functional strengths.

These associations translate into Pantene being Meaningful, Different and Salient.

They should use these strengths to continue to create a ‘buzz’ around the brand and

be on the look out for emerging trends.

Pantene should leverage their functional associations in an emotional way to help

build strength in ‘understand what is important’, ‘proud to use’, ‘want to be seen

using’ and ‘confidence’.

Pantene does not translate all of its strong equity into sales. It could leverage its

current in-store strengths (packaging and deals) even further to turn this ‘opportunity’

into volume.

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Understanding Matrix brand equity

Because Matrix is ‘Meaningful’ and ‘Different’, consumers think of it as being worth

more – despite the fact that amongst the total sample, it has low levels of ‘Power’.

Matrix does not activate well in-store and more than half of Matrix’s equity is not

translated into sales.

Matrix is thought of being ‘worth more’ because of associations with ‘exclusivity’.

The brand makes consumers feel ‘proud’ and they ‘want to be seen using it’.

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Recommendations for Matrix

Given Matrix’s position in the market, it should consider growing levels of ‘unique’

– standing for something unique or being different in a good way. We know that this

could help them grow levels of ‘Premium’ which will help overcome the price barrier

and ultimately grow share.

There is a huge opportunity for Matrix to leverage on the strength of their brand in

store. It should consider improving its packaging to leverage its ‘exclusive’

associations with the aim of becoming unique, easy to find and unmistakeable.