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04/11/23 1

Research for Head & Shoulder

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GROUP MEMBER

Vikram B. Thadeshvar Rohan TamrkarSailendra Sharma

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INTRODUCTION 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.

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INTRODUCTION CTD.. 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.

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OBJECTIVES

Understanding and analyzing research for Head & Shoulder

Developing the STP+ Marketing Mix Strategies of Head & Shoulder

Researching penetration of Head & Shoulder

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SALES FIGURE

Year Sales in Rs. Sales in Units Market Share (%)

2007 $55million 4880 ton 24.8

2006 $41.7million 3800 ton 25

2005 $35million 3120 ton 23

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1. REASON BEHIND USING SHAMPOO

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10. PENETRATION OF HEAD & SHOULDER IN COMPARISON WITH OTHER BRANDS.

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3.HOW MANY MEMBERS IN YOUR FAMILY USE HEAD & SHOULDER?

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2. WHAT INFLUENCES YOUR DECISION WHILE BUYING HEAD & SHOULDER?

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18. ON AN AVERAGE IN ONE MONTH HOW MUCH AMOUNT OF HEAD & SHOULDER IS USED IN YOUR FAMILY?

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4.YOU PREFER YOUR SHAMPOO IN

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6.HOW FREQUENTLY YOU USE HEAD & SHOULDER?

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5.SEGMENTATION ACCORDING TO GENDER

 

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7.SEGMENTATION ACCORDING TO THE AGE GROUP OF CUSTOMERS

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8. DEMOGRAPHIC SEGMENTATION ACCORDING TO INCOME GROUP OF CUSTOMER

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9. HOW SATISFIED ARE YOU WITH HEAD & SHOULDER TO MEET YOUR NEEDS?

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11. HAVE YOU SEEN ANY PROMOTIONAL CAMPAIGN OF HEAD & SHOULDER?

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12. THE VARIOUS SCHEMES ASSOCIATED WITH HEAD & SHOULDER AFFECT YOUR PURCHASE?

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13. WHAT INFLUENCES YOU TO BUY YOUR PREFERRED BRAND?

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14. WOULD YOU SUGGEST ANY CHANGES FOR HEAD & SHOULDER IN THE FOLLOWING FIELDS?

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17. WHAT DO YOU THINK ABOUT THE PRICE OF HEAD & SHOULDER?

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15. WHICH BRAND YOU PREFER, IF HEAD & SHOULDER IS NOT AVAILABLE?

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16. WHICH BRAND YOU PREFER, IF HEAD & SHOULDER IS NOT AVAILABLE?

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MARKETING MIX STRATEGY

Clean & Balanced Anti-dandruff Shampoo

Refreshing Menthol Anti-dandruff Shampoo

Smooth & Silky Anti-dandruff Shampoo

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PRODUCT MIX Classic Clean Shampoo / Classic Clean 2n1

Dry Scalp Shampoo / Dry Scalp 2n1

Ocean Lift Shampoo / Ocean Lift 2n1

Smooth & Silky Shampoo / Smooth & Silky 2n1 Restoring Shine / Restoring Shine 2n1

Refresh Shampoo / Refresh 2n1

Sensitive Care Shampoo / Sensitive Care 2n1

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PRODUCT MIX Extra Volume / Extra Volume 2n1

Citrus Breeze / Citrus Breeze 2n1

Intensive Treatment Shampoo (1% selenium sulfide)

Intensive Solutions Shampoo (2% pyrithione zinc)

Classic Clean Conditioner

Dry Scalp Conditioner

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PLACE MIX 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.

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PRICE MIX

Different size of packet and price

4ml Rs. 1.5 7.5ml Rs. 3 90ml Rs. 60 100ml Rs. 69 200ml Rs. 121 400ml Rs. 185

At the time of launching it used price-quality inference strategy.

Currently it is using reference pricing as well as value pricing.

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PROMOTION MIX Hair Saloons TV advertisement Sports events Road shows Community & Blogs Different Sales Promotions

Schemes Magazines

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SEGMENTATION

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.

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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.

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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.

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SUGGESTIONS

Maintain it’s 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 it’s brand equity and loyalty.

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CONCLUSION

1. Cleanness and Remove dandruff. 2. Its new best ever anti-dandruff formula

provides better scalp coverage to get rid of even the tiniest dandruff flakes.

3. It gives soft, beautiful hair that's closer to the look you want.

4. The brand used the Markonym ZPT ( Zinc Pyrithine)Formula which has anti-fungal properties as its differentiator.

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CONCLUSION CTD.. Unilever and Head & Shoulders from Procter & Gamble

follow, with sales of $42.3 million and $41.7 million, respectively.

Head & shoulder has launched around 15 different products for capturing a large market and it is very popular among people.

In the Rs400 crore by value anti-dandruff shampoo market, P&G scored over HUL. P&G’s Head & Shoulders brand, the market leader in the segment, saw its share increase by 3.3 percentage points to 54.8%.

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RECOMMENDATION

According to the research done on consumer behaviour by us consumer are happy with the brand but the company need to increase more community based awareness and also by using blogs.

Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.

But price of head & shoulder is little bit high, so they should try to reduce cost.

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Thank you