Question

Вы - менеджер фирмы, выпускающей средства по уходу за волосами. Фирма приступила к выпуску нового шампуня, препятствующего образованию перхоти и эффективного даже при разовом применении. Однако специалист по маркетингу вашей фирмы рекомендует в инструкции на этикетке указать, что шампунь следует применять дважды при каждом мытье головы. Дополнительного эффекта потребитель не получит, но шампунь будет расходоваться в два раза быстрее, и, следовательно, увеличится объем продаж. Что вы предпримите? Почему?

Answer 1

Introduction

As a manager of a hair care products company, you are faced with a decision regarding the marketing recommendation for a new shampoo that prevents dandruff and is effective even with single use. The marketing specialist suggests indicating on the label that the shampoo should be used twice during each hair wash. While this will not provide any additional benefits to the consumer, it will increase the rate of shampoo consumption and, consequently, boost sales. In this response, we will discuss the possible actions you can take and the reasons behind them.

Possible Actions

1. Follow the marketing specialist's recommendation: You can choose to include the instruction on the label that the shampoo should be used twice during each hair wash. This would lead to increased shampoo consumption and potentially higher sales volume. However, it is important to consider the ethical implications of this decision, as it may be seen as misleading or dishonest to consumers.

2. Maintain the original usage instructions: You can decide to keep the original usage instructions on the label, which state that the shampoo is effective even with single use. This approach prioritizes transparency and honesty with consumers. However, it may result in lower sales volume compared to the alternative option.

3. Find a middle ground: Another option is to find a compromise between the marketing specialist's recommendation and the original usage instructions. For example, you could suggest that for individuals with severe dandruff, using the shampoo twice during each hair wash may provide enhanced results. This way, you maintain transparency while also providing an option for those who desire additional benefits.

Considerations and Decision

When making a decision, it is important to consider the long-term reputation and trustworthiness of your company. While increasing sales volume may seem appealing in the short term, it is crucial to prioritize the satisfaction and trust of your customers. Misleading or deceiving consumers can have negative consequences for your brand's reputation.

In this case, it is recommended to prioritize transparency and honesty. By maintaining the original usage instructions, you demonstrate integrity and build trust with your customers. This approach may result in a smaller customer base initially, but it can lead to long-term customer loyalty and positive word-of-mouth recommendations.

Additionally, you can focus on educating consumers about the benefits of the shampoo and its effectiveness even with single use. This can be done through marketing campaigns, customer testimonials, and collaborations with hair care professionals. By providing accurate information and building trust, you can attract customers who value transparency and honesty.

Conclusion

In conclusion, when faced with the marketing specialist's recommendation to indicate on the label that the shampoo should be used twice during each hair wash, it is important to consider the ethical implications and long-term consequences. Prioritizing transparency and honesty can help build trust with customers and lead to long-term success. By educating consumers about the shampoo's benefits and effectiveness, you can attract customers who value accurate information.