UNIVERSITY OF WATERLOO
Faculty of Arts

HERBAL ESSENCES: REBRANDING SUCCESS

ECON 344: Marketing & Consumer Economics
Waterloo, Ontario

Prepared for
Professor Harp Arora

Prepared by Team P:
Gurnit Bhatti ID 20234629
Kieng Iv ID 20233702
Matthew Lowe ID 20246814
Alice Lu ID 20238191
Tara Mathanda ID 20224148
Carmen Ka Yan Wong ID 20228731
Sherina Hsuan Yang ID 20247975
March 26th, 2009

TABLE OF CONTENTS
Executive Summary.................................................................................................................................i
1.0 Current Marketing Situation/Environmental Scan.............................................................1
1.1 Introduction................................................................................................................................................15
1.2 Product Review..........................................................................................................................................15
1.3 Market Description..................................................................................................................................25
1.4 Competition................................................................................................................................................25
1.5 Distribution Channels.............................................................................................................................35

2.0 Threats and Opportunities Analysis.........................................................................................4
2.1 External Threats Description...............................................................................................................45
2.2 External Opportunities Description.....................................................................................................5

3.0 Objectives and Issues...................................................................................................................64
3.1 Marketing Objectives..............................................................................................................................65
3.2 Issues Impacting the Attainment of Objectives.............................................................................75

4.0 Marketing Strategy.......................................................................................................................84
4.1 Achieving Objectives................................................................................................................................85
4.2 Growth and Targeting Strategy...........................................................................................................85
4.3 Target Market and Segmentation.......................................................................................................85
4.4 Product Strategy........................................................................................................................................95
4.5 Promotional Strategy..............................................................................................................................95
4.6 Pricing Strategy.......................................................................................................................................105
4.7 Distribution Strategy............................................................................................................................115
4.8 Attractiveness of Target Market.......................................................................................................115
4.10 Areas of Improvement.......................................................................................................................125

5.0 Action Programs.........................................................................................................................124
5.1 What and When was it