Can This Brand Be Saved?

By: Regina Fazio Maruca

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Synopsis: In this fictional case study, Caroline Portal knows that La Shampoo is in trouble. Introduced in 1975 and targeted at women between the ages of 15 and 30, La Shampoo has a stylish image that had immediately become popular. Its slogan, "La Shampoo: For the Look and Feel of France," had remained the same since day one. In 1989, however, the line had begun a slow descent, but the company hadn't really addressed the problem until two years ago, when it named Caroline brand manager. At first, Caroline requested a new packaging design. The ad agency backed her up and called for a modest "new look" campaign. But the repackaging caused tension in the office and had no positive effect on sales: the numbers continued their slow decline. Caroline calls a meeting to examine proposals submitted by product sales manager Eric Woolf and a representative of the ad agency that held the La Shampoo account, Beth Hanson. Eric recommends a price cut, while Beth wants a relaunch. The tension grows in the meeting as Caroline weighs the options. A decision has to be made soon in order to save the brand. Which marketing plan should Caroline choose? Five experts examine the challenges of rebuilding a brand.