Final Year Project Proposal 1

FCM Media Innovation: Final Year Project Proposal 1 Name : Balakumaar Muthukumaran Student ID : 1091105939 Brand : Wella Product Category : Wella Hair Products

Information • It's 1880: wigs and hair pieces are the height of fashion and 25-year old stylist Franz Ströher is at the cutting edge. He sets up his own company and launches Tullemoid Waterproof - a revolutionary new product that makes wigs both secure and waterproof. It’s a best-seller. • In 1904, Stöher opens a factory in RothenKirchen, East Germany and builds a business founded on two key values: vision and innovation. • Then in 1939, World War 2 breaks out and production is discontinued • In 2003, Wella is acquired by Procter & Gamble and the hair and fragrance businesses are combined. With its salon business under P&G Salon Professional, Wella is now part of the biggest consumer goods company in the world. • Market Situation • Wella was the biggest brand in hair products since the 90’s but after the year 2003 onwards, they were disappearing and now almost unknown to the new generation • Overpowered by brands like Schwarzkopf, Redken and L’oreal. Issues and Problems • Once in the hot spot now striving to get back into it • Availability in limited places and supermarkets • No special franchise selling just Wella products • Does have a website but still old school and not what users would want to see • Pricing is about the same as their rivals • Products are still old fashioned Ideas/Concepts • Create a new and more interactive website for Wella which is also Malaysia based • Improve on Social Media activities. Eg: Create competitions, Give away coupons. • Create a TVC or come up with an online viral video. ( something like OLD spice guy) • Create a radio ad. • Give out coupons and promotional items upon purchase of a product Citations/References: Wella Website http://wella.com/en-EN/home.aspx Wella Fan blog http://wellafan.wordpress.com/2011/07/05/511/