Radha Wants Better Hair… Not Necessarily Hair Oil
Situation; Smita is 34 years old and works as a Chartered Accountant in Gurugram. Her work keeps her busy for almost ten hours every day. She leaves home early, returns late, eats irregularly and often sleeps after midnight.
Over the last few months, she has noticed that her hair has become unusually dry and rough. Hair fall has also increased slightly. Her mother suggests applying hair oil regularly.
One of her colleagues recommends an expensive hair serum. A neighborly friend advises changing the shampoo. Her gym trainer feels the problem is nutritional. Another friend says it could simply be stress.
On Sunday morning, while having tea, Radha opens her phone.
She quietly thinks to herself,
"I don't really want to buy another hair product."
"I first want to understand what is actually causing this problem."
"Once I know that, choosing the right solution should become much easier."
She closes her phone without buying anything.
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Ankit Malhotra, Vice President – Brand Marketing, 15 years of experience in Personal Care Advertising.
"I think we should significantly increase advertising. Smita probably doesn't know enough about our Hair Serum. If we improve brand visibility across television, digital media and social media, she is more likely to notice our product, become interested and give it a try."
Or We can organize educational sessions around dry hair, nutrition and hair care, answer their questions and help them understand the different causes of dry hair.
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Reflection; What thinking comes closest to your own? If you were responsible for marketing this Hair Serum, what would you recommend before increasing the company's marketing budget?
Mentor's Reflection; Advertising creates awareness. Understanding creates relevance. Products become easier to discover when they become part of the customer's journey to solve a real problem rather than simply another brand competing for attention.
