head shoulders

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Presented By :

Rima Mazumder. (207219) Suvajit Kanungoe. (207248) Sandeep Mandal. (207227) Sandeep Singh. (207228) Sourav Deb Biswas. (207240) Subir Sharma. (207243) Sabyasachi Dasgupta. (207225)

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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.

Product Introduction

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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.

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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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Product Definition1. 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. What's more it gives you 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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Segmentation The available segments to Head & Shoulders are : The available segments could have been found based on

demography, geography, pshychography 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.

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Target Market

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.

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Perceptual Map of Product Positioning

Anti dandruff

Nourishing

More mildLess mild

Head & Shoulders

Clinic All Clear

Fiama de wills

Garnier Fructis

Sunsilk

Clinic Plus

Pantene

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The Brand…

Head & Shoulders was successful in establishing itself as a strong brand.It is under the umbrella of P & G.It’s branding strategy includes :

Firstly, it was able to differentiate itself from other anti- dandruff 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.

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The Brand…

Thirdly, belonging to P & G gives Head & Shoulders an esteem in consumers mind and the quality maintenance with appropriate pricing gave Head & Shoulders strong respect.

Fourthly, it’s innovative campaigns and pervasive ways of promotion made the consumers well aware about Head & Shoulders.

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SWOT Analysis Strengths :

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.

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SWOT Analysis

Weaknesses : 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.

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SWOT Analysis

Opportunities : 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.

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SWOT Analysis

Threats : 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.

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Packaging

Product packaging

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 uses a freshness essence in it’s packaging which, in consumers mind, creates a positive impression.

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Advertising P&G’s anti-dandruff shampoo brand, Head &

Shoulders, has roped in actor Kareena Kapoor 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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Pricing Strategy Pricing

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

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

Policies Firstly, at the time of introduction it emerged as a

international premium brand and it took it’s 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.

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Distribution

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.

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Vertical Markets Vertical market opportunities : 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 it’s opportunity in India.

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Success Metrics At the time of launching, the target was to

capture market from HLL. After gaining adequate market share, it

tried to expand it’s usability scope. After launch, Head & Shoulder was a

success. But by the end of 2000, it started to loose it’s market to clinic all clear due to their aggressive campaigns.

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Requirements of Success

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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Thank You