MARKETING PRESENTATION ON

PERCEPTUAL MAPUNDER THE SUPERVISION OF

NADIA RAHEEM

104/11/2023

204/11/2023

304/11/2023

404/11/2023

Presented By :

JAHANZAIB ALI KHAN

MARIA IQBALSIDRA KHANSIDRA KHANSAAD MUNAMISYEDA WAJIHA

504/11/2023

PROCTOR AND GAMBLE:

• History of making• 250 brands in 130 countries• Largest consumer good• Having strongest portfolios• Local operation across the globe• 100,000 employers• Famous strong brands

604/11/2023

• No 1 Anti Dandruff Shampoo• Formulation of new element ZPT.• Treatment of consumer’s hair and scalp• Provides superior quality and value• Dermatologists Recommends it for dandruff and itchy scalp issues

Head and Shoulders

704/11/2023

MARKETSHARE

COMPETITORS

EQUITY

ATTRIBUTES

STRENGTH

AWARENESS

PROMOTIONS

TARGET AUDIENCE

SEGMENTATION & POSITIONING: Segments based on Life style and consumers

preferences Emphasized on smooth hairThe core segments are:• Shiny hair• Black hair• Anti dandruff• Low prices Positioned as a Worlds no 1 Anti-dandruff

Shampoo 804/11/2023

PERCEPTUAL MAP:

Two dimensions of X and Y having different attributes

To get knowledge about the reactions customers have regarding products, services, brands and market offerings

904/11/2023

COMPANY’S PERCEPTION:

Worlds no.1 shampoo Cleanliness and remove dandruff Provide better scalp coverage Gives you soft and beautiful hair Markonym ZPT (Zinc Pyrithine) Formula

1004/11/2023

1104/11/2023

Perceptual MapAnti dandruff

Nourishing

More Healthy

Less Healthy

Head & Shoulders Clinic All Clear

Garnier Fructis

Sunsilk Clinic Plus

Pantene

Life Boy

Head & Shoulders

1204/11/2023

Perceptual Map of Product Positioning

High Price

Low Price

High Demand

Low Demand

Head & Shoulders

Clinic All Clear

Garnier Fructis

Sunsilk

Clinic Plus

Pantene

Life Boy

Dove

CONSUMERS PERCEPTION:

No.1 anti-dandruff shampoo 26% people use H & S Flake free, shiny and silky hair Reasonable price Coolness and freshness Good fragrance as a medicated shampoo

1304/11/2023

GAP ANALYSIS:

Strong formulae Less focus on multi attributes Late response of result Less promotion of other attributes Lack of awareness Froth problem

1404/11/2023

1504/11/2023

Our recommendation

Use low intensity formulae Focus on other attributes Maintain Quality of froth Give more awareness Attractive Banners and Hoardings Come up with new varieties Promotion in rural and semi-urban areas

CONT…

Deliver what they claim Focus on to promote product line depth

1604/11/2023

RESULT:

We analyze the gap between the company perception and the consumers perception this gap have to be reduced to retain their

loyal customers

1704/11/2023

1804/11/2023