CAN THIS BRAND BE SAVED

Caroline Portal knows that La Shampoo is in trouble. Introduced in 197 5 and targeted at women between the ages of 15 and 30, La Shampoo had a stylish image that had immediately become popular. Its slogan, ''La Shampoo: For the Look and Feel of France,'' had remained the same sinc e day one. In 1989, however, the line had begun a slow descent, but th e company hadn't really addressed the problem until two years ago, whe n it named Caroline brand manager. At first, Caroline requested a new packaging design. The ad agency backed her up and called for a modest ''new look'' campaign. But the repackaging caused tension in the offic e and had no positive effect on sales: the numbers continued their slo w decline. Caroline calls a meeting to examine proposals submitted by product sales manager Eric Woolf and a representative of the ad agency that held the La Shampoo account, Beth Hanson. Eric recommends a pric e cut, while Beth wants a relaunch. The tension grows in the meeting a s Caroline weighs the options. A decision has to be made soon in order to save the brand. Which marketing plan should Caroline choose? Five experts examine the challenges of rebuilding a brand.