3.1 Survey results-3
The Procter & Gamble (P & G) was founded in 1837. Procter & Gamble researchers started making a new anti-dandruff shampoo in 1950. (Procter & Gamble, 2010) the new anti-dandruff shampoo is Head & Shoulders. Head & Shoulders is an old brand. In 1961 for the first time it entered the US market, but now it is a modern product, because “Head & Shoulders shampoo is a high-tech product, mainly focused on clearing dandruff. The active ingredient is pyrithione zinc, and this ingredient can effectively remove dandruff.”(Head & Shoulders, 2013) Today, the main competition in the UK market brand is Rejoice.
McCarthy, Jerome E. (1960) argues that 4Ps which are “product, price, place, and promotion”. The complete and success marketing need to find the appropriate product, right price, proper and appropriate dissemination channels Promotions means, the right products and services. (Marks, 2004)
This report based on 4Ps theory analysis Head & Shoulders products and promotion. Firstly, this report will introduce the research and methods. Second, this report will show the results of the questionnaire. Finally the report will give some recommendation and conclusion.
Firstly, we decided the direction of our research and discussed what information are our report needs. The making questionnaire is effective survey method. We made 20 questionnaires; there are 15 questions each, with randomly selected respondent, and asked for help in completing the questionnaires in Hendon. And also we have collected information about Head & Shoulders in libraries and website, help us better understand the products, and understand the marketing mix (4Ps) theory.
Firstly this section will introduce Head & Shoulders product and promotion form the 4Ps theory. Then this section will use Figures to analyze the survey results.
3.1 Survey results：
Figure 1 focuses on through questionnaires to find out which one is the Head & Shoulders brand competing brands in Head & Shoulders similar products. Although 40% of people think that Head & Shoulders is their favorite of these brands, still there are 20% of the customers who are more inclined to Rejoice.
Figure 2 focuses on consumers' evaluation of the quality of Head & Shoulders shampoo. Half of consumers believe that Head & Shoulders shampoo products are good quality. Figure 3
(Procter & Gamble. 2013)
Figure3 focused on Head & Shoulders product diversity, Head & Shoulders according to the different needs of users have designed 16 different types of shampoo. This figure shows that most customers think that Head & Shoulders has a variety of types.
Figure 4Figure4 focused on people have seen TV commercials Head & Shoulders. Most people have seen television advertising Head & Shoulders.
Do you know the Head & Shoulders brand?
Figure5 show that 95% of people know that Head & Shoulders brand.
Figure 6 show that only 20% of customers have seen Head & Shoulders in magazines. Figure 7Figure 7 show that 33% of customers think that Head & Shoulders packaging is not good.
Oliver (1990) argue that the product have seven parts which are variety, quality, design, features, brand name, packaging, service. In this section I focus on variety and quality discussion and analyses.
“The most important drivers of Customer Satisfaction and Customer Loyalty are Product Quality. "(Hans, Kai, Peder, 2002) this means is that good product quality is very important factor of customer satisfaction. Therefore have a good quality of products is very important for companies. Figure 2 focuses on Consumers evaluation for Head & Shoulders product quality, only half of the users...
Please join StudyMode to read the full document