Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G, this brand made its debut in India in 1997. In the highly competitive Indian shampoo market which is estimated to be worth around Rs 1800 crore, Head & Shoulders is a major player in the Anti-Dandruff niche. The entire shampoo market was dominated by HLL with a whopping market share of around 46%.When the brand was launched in India, the anti dandruff market was in its nascent stage and dominated by Clinic All Clear. The high profile launch of Head & Shoulders fueled the growth of this specialty market. Now anti-dandruff segment constitutes around 15% of the total shampoo market. MARKETING MIX STRATEGY FOR HEAD & SHOULDER:
PRODUCT MIX| PLACE MIX| PRICE MIX| PROMOTION MIX|
Classic Clean Shampoo / Classic Clean 2n1Dry Scalp Shampoo / Dry Scalp 2n1 Ocean Lift Shampoo / Ocean Lift 2n1Smooth & Silky Shampoo / Smooth & Silky 2n1Restoring Shine / Restoring Shine 2n1 Refresh Shampoo / Refresh 2n1 Sensitive Care Shampoo / Sensitive Care 2n1| Head & Shoulder has already spread in all major towns and cities across India, almost 2400 distributors reaching out to 5.8 lakh retailers in all over the country. Head & Shoulder is being promoting through Campaign and TV advertisement. It is found in every Grocery Shops, Medical Shops as well as Stationary Shops| Different packets of Head and Shoulders are priced differently.At the time of launching it used price-quality inference strategy.Currently it is using reference pricing as well as value pricing.| Hair Saloons TV advertisementSports eventsRoad showsCommunity & BlogsDifferent Sales Promotions Schemes Magazines|
Procter & Gamble did not limit themselves to a single segment analysis variable, but selected to apply a multi-marketing strategy. They (P&G) identified multiple segmentation bases in relation to the shampoo product line. They speculate that this was done in order to respond to the different needs and desires of the different consumer segments. TARGETING
P&G are targeting customers having dandruff and dry & damaged hair in all age group. The target market for Head & Shoulders are the Higher middle class people who are brand conscious, early adaptors and who care about the overall health of their hair. Procter & Gamble wages war on dandruff with Head & Shoulders Intensive Solutions, available in four targeted formulas. Each is designed to treat itching, flaking, dryness, irritation and redness in a medicated formula. Conditioner technology also helps protect hair against damage. POSITIONING
P&G’s anti-dandruff shampoo brand, Head & Shoulders, has roped in actor Kareena Kapoor, Saif Ali Khan and Priety Zinta as its new brand ambassador. In it’s advertisements, Head & Shoulders introduces itself as a premium brand and uses the charm and beauty of beautiful models. Attractive Banners and Hoardings are used extensively.
Print media (News papers, liflets and pamphlets etc.) is used with exclusive high resolution attractive models. The emphasized is on healthy, long and beautiful hair.
RESEARCH ON CONSUMER BEHAVIOR
Objective of the research
The research was conducted to resolve two decision making problems * Whether the brand Head and Shoulders is preferred in the Indian market? * How many consumers are aware of the Head and Shoulders and are planning to buy and listen in the near future. For resolving these decision problems, the objectives of the research were defined as follows: * To assess its existing demand and future likely demand. * To study the attitude, buying behavior, purchasing power, frequency of use by customers. * To find out the stand in the market.
Primary data collection:- The tool of data collection used is the...