Batiste Dry Shampoo Competitive Analysis & Marketing Analysis
THE ENVIRONMENTAL ANALYSIS
Batiste - Dry Shampoo
Personal Hair Care Brand founded in 1975 (Batiste)
Acquired by Church & Dwight UK Ltd in 2010 (Church & Dwight Co., INC.)
Batiste has been the UK’s #1 Dry Shampoo brand for over 30 years (Batiste)
Batiste is sold worldwide in more than 50 countries. (“Batiste becomes number one”, 2016)
37.5 % share in its eight main markets of the UK, France, Australia, US, Canada, Mexico, Germany and China, and is the market leader in each. (“Batiste becomes number one”, 2016)
Mission: To empower consumers to take better care of their hair and feel instantly transformed. (Johnson, 2015)
Source: Batiste Website
Batiste - Market Segment
Demographic Segmentation
Gender
Age & life cycle stage
Psychological Segmentation
Psychological Traits
Lifestyle
Behavioral Segmentation
Needs & Benefits
Source: Alexa Blog
Batiste - Target Market
Gender
Women with long hair
Age & life cycle stage
Between 18-35 years old
College Student & Young Professional
Psychological Traits
Time consuming
Appearance Conscious
Life Style
Busy working life
Outdoor Activity
Needs & Benefits
Time-saving
Convenience
Source: （Ward, 2019)
Batiste - Macro-Environmental Analysis
Social/Cultural
Lifestyle change
Leisure activities
Environmental/Natural
Environmental Friendly Product
Opportunities
Saving Energy and Water (Baden, 2020)
Recyclable Aerosol Can (Batistie)
All the ingredients have been tested to ensure maximum safety. (Batistie)
Threats
Aerosol propellants could damage the ozone layer - Global Warming Concern (Reisch, n.d.)
Introduce aerosol-free product line
Source：PESTEL Analysis
References
Agwu, M. E., & Onwuegbuzie, H. N. (2018). Effects of international marketing environments on entrepreneurship development. Journal of Innovation and Entrepreneurship, 7(1), 1-14. doi:http://dx.doi.org/10.1186/s13731-018-0093-4
Alexa Blog. Retrieved from https://blog.alexa.com/types-of-market-segmentation/
Baden, D. (2020, March 3). Change the way you wash your hair to help save the environment. Retrieved from http://theconversation.com/change-the-way-you-wash-your-hair-to-help-save-the-environment-111113
Batiste. Retrieved from http://www.batistehair.co.uk/about
Batiste becomes number one dry shampoo brand globally. (2016, August 22). Retrieved from https://www.cosmeticsbusiness.com/news/article_page/Batiste_becomes_number_one_dry_shampoo_brand_globally/120420
Church & Dwight Co., INC. Retrieved from https://churchdwight.com/company/history.aspx
Johnson, T. C. (2015, August 19). Retrieved from https://thedieline.com/blog/2015/8/13/batiste
PESTEL Analysis. Retrieved from https://pestleanalysis.com/pestel-framework/
Reisch, M. S. (n.d.). Global Warming Concerns Put Pressure On Aerosol Propellants. Retrieved from https://cen.acs.org/articles/93/i42/Global-Warming-Concerns-Put-Pressure.html
Ward, S. (2019, June 25). Use Target Marketing and Market Segmentation to Improve Your Bottom Line. Retrieved from https://www.thebalancesmb.com/target-marketing-2948355