Name-Rohit Khandelwal Roll no.-11bsp0832 Section-f Subject-marketing Topic-head and shoulders (p&g)
In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and brother-in-law Gamble, a soap maker.
Their joint venture started one of the most influential companies in all American industry.
The company's first product was Ivory soap, introduced in 1879.
Several products were developed during the time period when William Procter's son, William Alexander Procter, took over the company (1890-1907).
Began working in the company in 1883 and served as president of the company from 1907-1930.
Provide branded products and services of superior quality
Value that improve the lives of the world's consumers, now and for generations to come.
Attract and recruit the finest people in the world
We build their organization from within, promoting and rewarding people without regard to any difference unrelated to performance.
Show respect for all individuals
Strategically focused on work
Value Personal Mastery
Seek to Be the Best
Innovation Is the Cornerstone of Our Success
Mutual Interdependency Is a Way of Life
Externally Focused
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
Cleanness and Remove dandruff
Its new best ever anti-dandruff formula provides better scalp coverage to get rid of even the tiniest dandruff flakes.
What's more it gives you soft, beautiful hair that's closer to the look you want.
The brand used the Markonym ZPT (Zinc Pyrithine) Formula which has anti-fungal properties as its differentiator.
Smooth and silky - (Makes hair smoother and silkier)
Refreshing menthol and silky - ( which removes scalp itch and provides a cool sensation)
Clear and Balanced - (Which is said to provide right balance of cleaning and conditioning)
Classic Clean Shampoo & Conditioner
Dry Scalp Shampoo & Conditioner
Ocean Lift Shampoo
Restoring Shine
Refresh Shampoo
Sensitive Care Shampoo
Extra Volume
Intensive Treatment Shampoo
Intensive Solutions Shampoo
The available segments to Head & Shoulders are: The available segments could have been found based on demography, geography, psychographic or Life-style. But being an FMCG product, like shampoo, the demographic or geographic segmentation is not as important as it is based upon the life-style as well as customers preferences despite of their demography or geography. The core segments were
Shiny Hair.
Black Hair.
Anti-Dandruff.
Low Price.
Head & Shoulders started operating in the Anti-Dandruff segment. As an added benefit it also emphasized on smooth hair.
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.
Head & Shoulders was successful in establishing itself as a strong brand. It is under the umbrella of P & G. Its branding strategy includes:
Firstly, it was able to differentiate itself from other antidandruff shampoos by the means of introduction of new element ZPT.
Secondly, Head & Shoulders was able to create a strong appeal as a mild, caring Anti-dandruff shampoo with lots of variants based upon consumer needs.
International Company.
Strong Financial position of P & G.
Brand Loyalty.
High Quality Products.
Well known brand.
Availability of Products in Different Sizes.
Large Network for Distribution.
Consumer Trust.
Competition with Clinic All Clear.
Lagging behind Clinic All Clear in terms of creative campaign.
Less popularity in rural areas compare to urban areas in India.
Have a Great Opportunity in New developing areas of India.
Consumer behavior towards brand loyalty.
High Rates of Imported Shampoos.
Increase in the Shampoo consumption due to awareness.
Heavy investment in the research of Shampoo.
High Competition in Indian Market.
Uncertain economic condition of country.
Rapidly change in price of raw material.
Threats from new entrants.
Threats from plenty other options available to consumers.
The major marketing management decisions can be classified in one of the following four categories:
PRODUCT
PROMOTION
PRICE
PLACE
These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market.
The product has eleven varieties with five SKUs each (2 ml and 3 ml sachet, 100ml, 200ml and 400ml pack).
The product uses attractive white and royal blue combination as its base packing.
The product use a freshness essence in its packaging which, in consumers mind, creates a positive impression.
P&G’s anti-dandruff
shampoo brand, Head & Shoulders, has
roped in actor Kareena Kapoor as its new brand ambassador.
In its 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, leaflets and pamphlets etc.) is used with exclusive high resolution attractive models.
The emphasized is on healthy, long and beautiful hair.
At the time of launching it used price-quality inference strategy.
Currently it is using reference pricing as well as value pricing.
Firstly, at the time of introduction it emerged as a international premium brand and it took its full advantage.
After a few years when several other competitors came into the market it continued to deliver same quality but with value pricing technique to grab the emerging market of India.
The distribution channel of Head & Shoulders follows the conventional route of FMCG goods marketing, viz. Factory to distributor to whole-seller to retailer to consumer.
The vertical market for shampoos is quite promising. The introduction of compatible hair-oil or conditioner or hair-gel is being followed by many brands like Clinic Plus. Head & Shoulder has these kind of products introduced out of India but it still has its opportunity in India.
At the time of launching, the target was to capture market from HLL.
After gaining adequate market share, it tried to expand its usability scope.
After launch, Head & Shoulder was a success. But by the end of 2000, it started to lose its market to clinic all clear due to their aggressive campaigns.
Maintain its quality with constant improvements.
To come up with new varieties according to market needs.
To maintain a competitive pricing.
Promotion in rural and semi-urban areas.
Special offers, discounts to consumers as well as distributors.
Innovative means of promotions like forming a special association or some distinct group which will help maintain its brand equity and loyalty.
