1. Read the following passage and answer the questions that follow:
Procter & Gamble’s Head & Shoulders shampoo is the biggest selling antidandruff shampoo in the world.
When sales began to drop, Head & Shoulders had been on the market for more than 25 years in some
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countries. Procter & Gamble therefore considered the possibility that changes in consumer needs and wants
may have occurred and could explain the declining sales. Market research identified that consumers were not
comfortable with the brand’s core promise that it would get rid of dandruff. Therefore, the decision was
made by Procter & Gamble to alter Head & Shoulders’ promise to one that gives people beautiful hair and
keeps hair clean. The brand turned away from presenting dandruff as a disease that needs to be treated and
set out with the intention of making consumers comfortable with purchasing and being associated with Head
& Shoulders.
As part of the launch for Head & Shoulders in Australia, a “celebrity ball” was held at Sydney’s Star City
Casino in September 1999, in order to link Head & Shoulders with glamour and to steer away from the
discomforting image of an antidandruff shampoo. The launch also featured an advertisement with Courtney
Cox.
Within three months of Head & Shoulder being launched in Australia, it had established itself as the number
four shampoo in the Australian market. Consumers were obviously more inclined to purchase a product
whose main feature was glamour, rather than battling dandruff.
Choose the best answer:
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