What market analyses techniques would one use to understand

What market analyses techniques would one use to understand competitive differentiation in for shampoo brands, based on the Kotler and Keller text?

Solution

The first technique to study and understand the shampoo brands and its competitive differentiation is market segmentation analysis. This technique helps to classify the market into the different segments on the basis of needs, age group, sex and other profiles. Afterwards, the different shampoo brands with different specific features (such as smooth and silky, hair, hair fall control and dandruff control) are matched with the segments. It brings clarity upon the target segments of each of the shampoo brands.
SWOT analysis technique is used to study the different shampoo brands and their competitive strengths, weaknesses, opportunities and threats to these brands. In this analysis, the ability and competitive advantage of the each brand can be understood as well as the drawbacks associated with the brands.
Target audience analysis is another technique that is used to understand the competitive differentiation for shampoo brands. Here, each shampoo brand with specific features are correlated with the specific set of audience on the basis of gender, age income and other profile characteristics. On the basis of this analysis, the size of the segment, emerging trends among the target audience as well as opportunities being created in each segment are understood.