Tresemme was first manufactured in 1947 by Godefroy Manufacturing Company in Missouri USA and was named after Edna Emm’e, the renowned hair care expert. The brand was later bought by Alberto in 1968 and subsequently by Unilever in 2010 after which more products were added.
Tresemme has steadily been positioning itself as a top hair-care brand. The main reason why it has been able to impress is because of the marriage between its professionalism and the affordability, two very essential needs of today’s economy.
It is worth noting that even the best products in the world will never be known if they aren’t properly marketed. This, therefore, means that in addition to quality, the producing company has invested in an elaborate marketing mix that has born fruits. Though it has been on the market for long, its insurgency can be attributed to its serious use of the 4P’s in the near past. About Tresemme
- Type: Consumer goods company
- Industry: Personal care
- Founded: 1948
- Founder: Edna L. Emme
- Headquarters: United States
- Area served: Worldwide
- Key people: Fabrizio Freda (Chairman) and David Taylor (CEO)
- Number of employees: 10,000
Table of Contents
Product in the Marketing Mix Of Tresemme :
Tresemme concentrates in solving hair fall issues thus giving the user’s salon styled hair. The products are free from harmful chemicals thus making them be loved more by the population that has off late been getting more and more sensitised on health and wellness. Coming in four main sachet and bottle sizes namely 8ml, 100ml size, 200ml and the 600ml sizes, Tresemme is used in washing hair to reduce the hair falling menace.
Some of its products come in the brands: Beauty-Full Volume, Cleanse & Replenish, Perfectly (UN) Done, Instant Refresh, Botanique and Keratin Smooth among others. Though the company hasn’t gone beyond the hair products to manufacture products for other body parts, it has one of the highest numbers of hair products in India. It is probably this specialisation that has enabled it to cut a niche for itself as far as hair products are concerned in the local and international market base.
Price in the Marketing Mix Of Tresemme :
On average, the 8ml sachet costs about Rs. 3, the 100ml about Rs. 68, the 200ml about Rs. 135 and the 600ml costs an average of Rs. 295. The pricing will, however, differ from place to place with those customers across the Indian border buying it at a higher price depending on the taxation rates in their countries. It is the company’s tradition to give discounts to retailers hence attracting even more traders. The price isn’t that sensitive as it only caters for the high-end users,
Place in the Marketing Mix Of Tresemme :
Starting from where the price mix left, the products mainly target the rich, with the poor having little chance of landing on such an effective product. Locally in India, Mom-and-Pop stores and large retail stores such as Reliance, Big Bazaar and DMart stock the product. Tresemme also has elaborate distribution channels that include wholesalers and sales agents who haven’t been employed to reach customers at the grassroots but to promote the idea of the product all over.
If only the company was price sensitive to factor on the economic needs of the majority middle class and low-end potential customers, you never know, probably Tresemme could today have been the leading hair care company in beyond India
Promotion in the Marketing Mix Of Tresemme :
And from where the Place mix left it at, the company has a very elaborate promotion plan that involves the use of agents to promote the products all over India and even beyond. In addition, as mentioned earlier, the company gives retailers impressive discounts that have made them to like stocking the Tresemme products. Promotions are regularly and frequently done on TV, PoP displays & persuasions, on print media, PR activities e.g. sponsored events & hair styling fests as well as sampling promotions among others.
Tresemme promotions are done all through the year but during special occasions such as the New Year and Valentine’s Day, a Neck to Neck strategy is employed. The main promotional feature though is the fact that the Tresemme products have positioned themselves as quality products that guarantee their users a saloon styled appearance hence anyone who has used it before will always want to use it again if they can afford it.
Liked this post? Check out the complete series on Marketing Mix
