Head & Shoulders
Head & Shoulders
Abstract
Recently, P&G, especially its product Head & Shoulders confronted with a problem that its product had a link to forest destruction. After this event, P&G was under high public pressure and consumers changed their image of Head & Shoulders.
Based on this current situation, by doing some maketing analysis of Head &
Shoulders, I provide a marketing plan for Head & Shoulders in the next five years.
Procter & Gamble Co. (P&G, NYSE: PG) is an American multinational corporation headquartered in Cincinnati, Ohio, which manufactures a wide range of daily consumer goods. The dominate P&G brands have five segments: Beauty,
Grooming, Health Care, Fabric Care & Home Care, and Baby Care & Family Home
Care. Among hundreds of brands, Head & Shoulders, a power brand from P&G, is world’s NO.1 anti-dandruff shampoo, which made its debut in India in 1997 after nearly a decade of research. According to the latest Nielsen date, Head & Shoulders led the anti-dandruff category at 13% while its closet competitors, Dove and Garnier
Fructics were at 7.8% and 5.9% respectively (Harish, 2007).
In March, 2014, P&G, especially its product Head & Shoulders, confronted with a serious problem. The environmental group, Greenpeace, did a year-long investigation of P&G’s suppliers of palm oil and found that they are engaged in the clearing of endangered animal habitat, illegal forest fires and destruction deforestation in Indonesia. After this news, thousands of people worldwide have demanded P&G to break the link between their products and forest destruction, and some even have appealed to consumers not to use Head & Shoulders because using Head & Shoulders dandruff wash means consumers corporate social responsibility in helping companies to tigers missing from their homes in the forest off (Sheila, 2014). This event immediately changed the loyal consumers’ image of P&G, which used to be a “clean” marketing image, and what’s more, many
Abstract
Recently, P&G, especially its product Head & Shoulders confronted with a problem that its product had a link to forest destruction. After this event, P&G was under high public pressure and consumers changed their image of Head & Shoulders.
Based on this current situation, by doing some maketing analysis of Head &
Shoulders, I provide a marketing plan for Head & Shoulders in the next five years.
Procter & Gamble Co. (P&G, NYSE: PG) is an American multinational corporation headquartered in Cincinnati, Ohio, which manufactures a wide range of daily consumer goods. The dominate P&G brands have five segments: Beauty,
Grooming, Health Care, Fabric Care & Home Care, and Baby Care & Family Home
Care. Among hundreds of brands, Head & Shoulders, a power brand from P&G, is world’s NO.1 anti-dandruff shampoo, which made its debut in India in 1997 after nearly a decade of research. According to the latest Nielsen date, Head & Shoulders led the anti-dandruff category at 13% while its closet competitors, Dove and Garnier
Fructics were at 7.8% and 5.9% respectively (Harish, 2007).
In March, 2014, P&G, especially its product Head & Shoulders, confronted with a serious problem. The environmental group, Greenpeace, did a year-long investigation of P&G’s suppliers of palm oil and found that they are engaged in the clearing of endangered animal habitat, illegal forest fires and destruction deforestation in Indonesia. After this news, thousands of people worldwide have demanded P&G to break the link between their products and forest destruction, and some even have appealed to consumers not to use Head & Shoulders because using Head & Shoulders dandruff wash means consumers corporate social responsibility in helping companies to tigers missing from their homes in the forest off (Sheila, 2014). This event immediately changed the loyal consumers’ image of P&G, which used to be a “clean” marketing image, and what’s more, many