Tresemme Fresh Start is, however, the number one brand in dry shampoo (Communispace, 2013). There are roughly three types of competitors for Tresemme. Direct competitors are those in the dry shampoo space that has similar positioning or price points. Indirect competitors are dry shampoos with dissimilar position or price point, and close substitutes like conventional shampoo with similar positioning. One way to determine who the most direct competitors are is to check the product page at Amazon. We have established criteria for what a competitor looks like -- similar pricing and positioning -- and if consumers who are looking at Tresemme are also viewing the pages for similar products, that similar product is a competitor we have to beat for that sale. Based on this, Batiste, Suave Keratin, Dove, and Got2b are all competitors. The Suave and Dove products are priced lower, as is Batiste. Got2b is priced higher, as are other competitors like Aveno. The price positioning for Tresemme fits in with its "affordable professional" general brand positioning. Among dry shampoos, Tresemme is priced to convey a professional quality rather than a drug store quality, but yet remains priced between the high end and the mainstream end of the market.

3.3 Target Market

All products within the Tresemme brand family have a similar target market. For the dry shampoo in particular the marketing appears to skew younger, towards teenagers and young women. The company has taken out ads for the product in Seventeen magazine, for example (Wong, 2010). There has also been a focus on digital ads and non-mainstream distribution of the product. Promotions for Tresemme Fresh Start have reflected a psychographic profile of a consumer that wants to skip the time and expense of daily washing, but does not want the stigma that has often been attached to dry shampoos in the United State (Wong, 2010). Thus, the target consumer is not the low-end user of dry shampoo, but is somebody a little bit more fashionable.

The campaigns to promote Fresh Start indicate another aspect of the target market -- not a current user. The...

The consumer may be busy and active, but is also fashion-conscious and willing to learn about their hair care products. As such, Fresh Start dry shampoo appeals to the younger women who juggle a lot of different things in their lives, but are more fashionable than, for example, the senior citizens who use the lower-end dry shampoos (Wong, 2010).
2.3.2 Positioning

The positioning of Tresemme Fresh Start is "professional affordable" (Neff, 2010). This positioning has been established for this product for over a decade. This positioning combines the attribute of "professional," which implies a product superior in quality to the mainstream brands (Dove, VO5, Suave) in the dry shampoo space. Putting forth the impression of superior quality is important to developing the market for this product, as the segment's growth is tied to the development of a 'hipper' image for dry shampoo in general (Wong, 2010). "Affordable" reflects that the product is only priced a few dollars more per container than the mainstream brands, and a few dollars less than the premium dry shampoo brands. By staking this middle ground, Tresemme Fresh Start seeks to appeal to young women in particular, as they value fashionableness but do not necessarily have the disposable income to buy high-end hair care products.

Works Cited:

Amazon.com (2013). Tresemme Fresh Start Waterless Dry Shampoo. Amazon.com. Retrieved April 12, 2013 from http://www.amazon.com/TRESemme-Fresh-Start-Shampoo-Dry/dp/B0037LKIAG

Wong, E. (2010). Dry idea: Alberto Culver pitches waterless shampoo. AdWeek. Retrieved April 12, 2013 from http://www.adweek.com/news/advertising-branding/dry-idea-alberto-culver-pitches-waterless-shampoo-107222

Neff, J. (2010). Why tiny Tresemme is rising to top of hair care heap. Advertising Age. Retrieved April 12, 2013 from http://adage.com/article/news/marketing-tiny-tresemme-rising-top-hair-care-heap/145573/