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Brands & Branding and Private Labels Case Study

Case Title:

P&G: Reviving Hair Care Brand 'Herbal Essences' Through Rebranding

Publication Year : 2010

Authors: J Thadamalla, N Mathen, K Suresh and S Hotchandani

Industry: Home Appliances and Personal Care Products

Region:US

Case Code: BBP0130IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The US-based Procter and Gamble Co (P&G), one of the world's largest fast moving consumer goods (FMCG) companies, was the global market leader in the hair care category. To expand its business, P&G acquired hair products company Clairol and inherited a popular retail brand Herbal Essences that provided it with a window to enter into the lucrative market of natural and organic products. However, due to changing consumer dynamics and increasing competition, the performance of the Herbal Essences brand had been sluggish. To give Herbal Essences a 'makeover', P&G undertook a successful rebranding exercise, by altering its packaging and repositioning. The case study demonstrates how rebranding can rejuvenate a declining brand.

Pedagogical Objectives:

  • To understand the concept of brand decline and brand revival.
  • To understand the role of repositioning in brand revival.
  • To understand the role of design and packaging in FMCG brand revival.

Keywords :  P&G (Procter and Gamble), Herbal Essences, Rebranding, Marketing strategy, Brand restructuring, Word-of-mouth, L'Oreal, Conventional advertising, Brand building, Brand revival, Fast moving consumer goods (FMCG), Hair care category, Repackaging, Design innovation, Repositioning

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