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Executive Summary
The product that we use in this report is Head & Shoulders hair shampoo. The purpose of this report is to investigate the relationship between the consumer behavior and the marketing tools that the company of Head & Shoulders hair shampoo used. In this report, we can identify consumer feeling on Head & Shoulders hair shampoo. In other way, we also can identify the most useful market analysis that Head & Shoulders hair shampoo used. In this subject, Understanding Consumer, teach by our lecturer, Ms. Lim Ying San in Multimedia University Malacca (MMU). The basic marketing tools that Head & Shoulders used is the 4P which consist of product, place, promotion, and prices. The methods that we use in this report are research by using internet and questionnaire survey for twenty respondents with four different age segment group. In this report we can know the perception of the twenty respondents to the product Head & Shoulders hair shampoo. Next, we also can investigate the twenty respondents on purchasing Head & Shoulders hair shampoo. Lastly, in this research study there are five stages of purchasing process of a consumer such as such as searching, purchasing, using, evaluating, and disposing of product. Consumer will search in the internet or advertisements see whether the product Head & Shoulders is suitable for them or not. Next, in this prepurchase search we noticed that Head and Shoulders also use difference type of packaging such as 2ml, 3ml, 100ml, 200ml and 400ml pack. Other than that, we also give a free small sample of Head and Shoulder shampoos to our consumers to use it. After that, consumers will give evaluation whether the brand is effective, the price is reasonable and the design of the product Head and Shoulders is suitable or attractive or not. When the consumers are satisfied with our product Head and Shoulders, they will purchase it.

Nowadays, there are various types of marketing tools that marketers used today. In this report, we had analyzed the marketing tools that use by Head & Shoulders hair shampoos company.

2. Introduction to Product/Company

Since 1950, Head & Shoulders has been at the forefront of scalp and hair science, significantly advancing the treatment of dandruff and scalp problems. Along with professional advice and expert insight Head & Shoulders have a wide range of products to care for your scalp and nurture your hair. In year 1950, Procter and Gamble did a research and they knew that most of the consumers were not satisfied with their existing anti-dandruff shampoos. In this way, they have an idea in creating their own anti-dandruff shampoos. After 10 years of research, Procter and Gamble found an effective ingredient that can against dandruff which is Pyrithione Zinc. After they found out this ingredient, Procter and Gamble have tested this ingredient into hair shampoos product. On the same year, the product has giving a name, Head & Shoulders and they start to design their product packaging, make more advertisement and marketing programs. Along with professional advice, Head & Shoulders also has a wide range of product to take care of consumers scalp and nurture consumer hair. The original Head & Shoulders was intro in the publicity which was blue-green cream shampoo. It is clinically proven to reduce dandruff. Head & Shoulders has been in the market more than 50 years. It offers a range of shampoos and conditioners to meet consumers need and wants.

Procter and Gamble also make more than $1 billion in annual sales. Until now, Head & Shoulders was the top-selling hair shampoo brand in the market with terrain to men and women. Head & Shoulders provide the biggest benefit is visibly flake free hair with regular use. The dermatologists also admit that always use the regular Head & Shoulders, it will help to remove the dandruff symptoms, and itchy scalp. With Head & Shoulders, it ensures that you are the best every day. The mission of Head & Shoulders Company targets the dandruff to men and women, so that they can feel more confidence that their hair looks great. The shampoos and conditioners of Head & Shoulders system also provide benefits of achieving both a healthy scalp and nice looking hair. Head & Shoulders offering ten shampoos and five conditioners to full fill the needs of all men and women.

3. Advertisements and Marketing Tools

Product In order to deliver value to the target market, every company in this world is in need to use the marketing tool in order to promote their product / services to the customer. Marketing mix is one of the marketing tool consists of product, price, place and promotion which often known as the 4Ps. Theoretically, product is known as a tangible object or an intangible service. It includes the products packaging, labeling, product line, style and design, brand name, brand positioning and so on. In this discussion, Procter and Gamble has come out with this product named as Head and Shoulder shampoo. It is a popular brand of shampoo with its well-known functionality, anti-dandruff. The product depth for Head and Shoulder includes the following, smooth and silky, refreshing menthol and silky, clear and balanced, classic clean shampoo & conditioner, dry scalp shampoo & conditioner, Ocean Lift shampoo, Restoring shine and lastly, refresh shampoo. As marketing once stated that, a variety of choices are made available to consumer will be much better off for the consumer rather than only a single choice given. Thus, Head and shoulder came out with different variety of product for different hair problem consumer. Through this, consumer able to choose what suits them the most and what is not. On the other hand, the color used in their packaging is mainly royal blue and white as the base color. It gives one a refreshing look which moves along with its message deliver. In other words, the product uses a freshness essence to create a positive impression in consumers mind. Other than that, it gives a quality guarantee by saying if you are not satisfy with the product, you could return for a replacement, exchange or even refund Such marketing message has a huge positive impact on consumer perception towards the product quality. Regarding to the aspect of packaging and labeling, Head and Shoulder came in different sizes of packaging such as 2ml, 3ml, 100ml, 200ml and 400ml pack. It is packaged in a sleek, stylish and compact bottle. Not only that, the sachet packaging has a proper cutting edge as well. This could bring convenient to the customer and leaving the customer a positive perception towards Head and Shoulder product. In general, an effective packaging

provides an effective and efficient information regarding usage of the product. In this case, Head and Shoulder has successfully written down the necessary information regarding usage of the product, ingredient, manufacturing date, expiry date, price and so on. This can make their target consumer convenient and comfortable in obtaining the information they need. Head and Shoulder also uses different color for different variety in order for consumer to differentiate easily among the various products. To differentiate their product with others, Procter and Gamble uses the new element Markonym ZPT (Zinc Pyrithine) formula which has anti-fungal properties which provides better scalp coverage to get rid of even the tiniest dandruff flakes. Besides, it provides a cooling menthol formula that gives coolness and refreshment on the scalp. Procter and Gamble (P&G) uses this method to differentiate their product name among all the other brands of shampoos in the market. Other than that, consumer favor and respect Head and Shoulder because it able to create a strong appeal as a mild, caring anti dandruff shampoo with lots of variants based on consumer needs as mentioned above earlier. It also gives the quality maintenance with appropriate pricing that makes the consumer has a strong positive feeling towards Head and Shoulder shampoo. All in all, for the aspect of product, Head and Shoulder has delivered the value to the customer via various ways. It makes the customer to be aware of this product first, and then marketers of Procter and Gamble provides the value, convenient, towards their target market then, motivate the target market and to create a positive perception to the customer towards Head and Shoulder product. Price Procter and Gamble (P&G) used several pricing strategies as well through-out this emerge of Head and Shoulder product. The second element of the 4Ps is the price. Price is defined as the amount of a customer pays for the product. There are lots of pricing methods nowadays that can be used for the firm when they want to set a price for their product. This includes, market skimming pricing, market penetration pricing for new product, whereas product line pricing, optional product pricing, captive product pricing, by product pricing and product bundle pricing for product that exists in a product line. Other than that, there are also price adjustment strategies to change the price of existing product that are already in 4

the market due to situational factor. Segmented pricing, psychological pricing which includes reference pricing are some of the example of price adjustment strategies. How can a price influence the consumer behavior? In this discussion, Procter and Gamble (P&G) has used price-quality inference strategy initially. Price-quality inference strategy is one of the strategies that make use of the customer behavior of assuming the price as an indicator of quality especially when the customer has no past experience or know nothing about the product yet. A higher price indicates a higher quality whereas a lower price indicates a lower quality of product. Procter and Gamble (P&G) observed such consumer behavior and thus tackle on it. It initially set a higher price during the time of launching; however the price of product is then adjusted to a reasonable price. By this, it could be easily reach by the people out there in the market. Several discount and promotion are also given during certain period of time. For example, Procter and Gamble (P&G) uses promotional pricing during summer season due to the increase of demand of Head and Shoulder shampoo in this period. Promotional pricing defined as temporarily pricing the product below the list price or at times to the extent of below the cost in order to increase short-run sales. By using this way, it could stimulates the consumer to buy Head and Shoulder and thus to increase the short term sales of Head and Shoulder product. However such promotional pricing strategy could not be practice too often due to creation of deal prone customer might be possible to happen where customer will wait until the brands to go on sales before buying them. Or else, it can also erode a brands value in the eyes of customer. As a result, promotional pricing strategy must be implement only at the right time. Besides that, Head and Shoulder also offers different discount techniques for the distributors, retailer and customers. After the emerge of such product Head and Shoulder in the market for a period of time, Procter and Gamble (P&G) uses reference pricing as well as value pricing currently. Reference pricing is one of the psychological pricing as mentioned above. It is defined as a price that buyers carry in their minds and refer to when they are looking at a given product while value pricing is a setting of price at a fair and reasonable price that makes sense to the purchasing customer. Marketers take note that a customer does not buy features and 5

benefits but the value of the product itself. In other words, customers are value conscious rather than price conscious. For example, a customer will pay a higher price for eBook even though the cost of production is lesser than a paperback. This is due to the value packed on format and instant delivery of eBook that might be very much useful for the particular customer. As a result, we can see that a customer is value conscious rather than price conscious. Same case happened to Head and Shoulder where Procter and Gamble (P&G) set their price based on the value received by the customer. By doing so, customer will have a positive consumer perception towards the product. Besides, this expectation also forms an unspoken contract of trust between the consumer and the brand. Procter and Gamble (P&G) started to use this value pricing when there are several other competitors came into the market. They continuously deliver the same quality but with value pricing technique to grab the emerging market in order to survive and maintaining the market share in the market. Procter and Gamble (P&G) has used few pricing strategies in setting the price of Head and Shoulder based on situation. The marketers have successfully motivates the customer to buy at times and make them to have and maintain a strong positive perception towards Head and Shoulder. Place How Procter and Gamble (P&G) manages the level of distribution and product made available to the target market? It is being placed under the 3rd P in the marketing mix which known as the place. Place is defined as the location where a product can be purchased; it is often referred to as the distribution channel. A well-managed distribution channel could actually bring huge profit to the firm or company. Here is the diagram showing the distribution channel for Head and Shoulder product.





Diagram present above is the conventional marketing channel practiced by Procter and Gamble (P&G). It is a channel consisting of one or more independent producers, wholesalers and retailers. It produces the product, Head and Shoulder in the first place, and then transferred to wholesaler like Tesco, Jusco, Giant, Mydin and so on. After that, retailer will get the stock or inventory from the wholesaler to sell to the end consumer which is their target market. Procter and Gamble (P&G) manages to get Head and Shoulder products available in all the leading stores of the country, for instance in Malaysia which is pharmacy outlets, Guardian, Watson, shopping centers, grocery shop and so on. It is widely available at most retail shops. By doing so, it can brings convenient for the customer as they can get the product easily at any time, any place. In short, Head and Shoulder is easily available in the market. Promotion Lastly, the 4th marketing mix used by Procter and Gamble (P&G) is the promotion. Promotion is defined as the communication that a marketer may use in the marketplace. It has four distinct elements which include advertising, public relations, personal selling, and sales promotion. The objective of promotion is to inform and makes potential customer aware of firms product, then to persuade current and potential customer the desirability of buying and using a product followed by reminds people of a need they might have or a problem that is currently not solved or by reminding them the benefits received from the past transaction and thus to convince them that they should make a similar exchange again. In case, promotion can also acts as a basic of differentiation with competing products and brand. For example, Head and Shoulder used ambassador in advertising their product however competitors product like Sunsilk has used endorser in their advertisement. As a result, different advertising method used is able to make customer to differentiate Head and Shoulder from other competitors product. In our discussion, Procter and Gamble (P&G) has used several ways in transferring their message to the target customer. Before we further discuss how promotion affects the consumer behavior, we should know how is the market being segmented and what is the target audience in order to reach the right audience using the right tool at the right time. A market segment consists of a group of people or 7

organization that has one characteristic in common that makes them to demand for a similar product or services based on qualities of those product such as price or functionality. Why is segmentation necessary? This is in order for Procter and Gamble (P&G) to easily and to make the right relationship with the right customers. Market segmentation has three areas which are segmenting, targeting and then positioning. Procter and Gamble (P&G) needs to segment the market first, and then by targeting the target audience they want and lastly position the product brand in customers mind. Due to shampoo are a life-style as well as customer preference despite of their demography or geography, thus Procter and Gamble (P&G) segment the market into the 3 main ones. This includes shiny hair, black hair and antidandruff. This is why Head and Shoulder has different variety of products available in the marketplace to cater for these segment markets. By doing so, more customers are able to contact with Head and Shoulder products or in other words, Head and Shoulder cater to lots of customers. After the segmentation of market, Procter and Gamble needs to know their potential target audience. In this case, they have chosen higher middle class people who are brand conscious and people who are concern about the overall health of their hair. After knowing their target audience, the essence of successful marketing is the image that a product has in the mind of the customer. Procter and Gamble didnt fail to position their product name in customers mind. Positioning is by putting the product brand in customers mind. Hence, it is a huge profitable for the company if a company able to successfully position their product into customers mind. Diagram below are the perceptual map of Product Positioning, including Head and Shoulder and other competitors product.

Less mild

More mild

Head and Shoulder successfully establish itself as a strong brand initially. However to create a positioning effect, efforts is needed to put in especially in such competitive market place, crowded with competitors brand. As products become more complex, consumers rely more on the products image and claimed benefits than on its actual attributes during the making of purchase decision. One of the ways to create positioning effect is by packaging. It must convey the image and message that the brand communicates to buyers. Throughout all the packaging in Head and Shoulder shampoo, marketers have put the word dandruff-free in most of the packaging found. Besides, they have also give a quality guarantee for all the customers initially. At the time when consumer aware of this product, customers will tend to remember that Head and Shoulder is for dandruff problem user. As mentioned earlier in the first paragraph, Procter and Gamble has used the new element ZPT into Head and Shoulder in order to differentiate itself from other anti-dandruff shampoos in the market place. Not only that, Head and Shoulder was able to create a strong appeal as mild, caring Antidandruff shampoo with lots of variant based upon consumer needs. With this functionality provide, Head and Shoulder has fight against all the competitors product and came out to be the best product in consumers mind. 9

After the successfully positioning made, Procter and Gamble (P&G) uses extensive promotional tools as well to promote its product Head and Shoulder at the same time. This includes T.V advertisement, Internet, Radio, Magazines, Pamphlets, Bill Boards, Posters, Newspaper and so on. All these advertisement and sales promotion must be done in a continuous basis. Promotional discount is one of the examples of sales promotion. Through continuous advertisement aired, consumer will be made aware of this product; however it must not in be too frequent basic in order to avoid the negative feeling or perception of customer towards this product. Same case happen to sales promotion, it must be practiced in a continuous but not be too frequent. This is because frequent sales promotion can lead to the creation of deal crone customer or the worst part is erosion of the brands name.


How can advertisement help to affects to consumer behavior? Procter and Gamble has come out with this product named as Head and Shoulder shampoo. It is a popular brand of shampoo with its well-known functionality, anti-dandruff. One could get soft manageable hair after using this particular brand of shampoo. In this case, Procter and Gamble has successfully positioning to its target market that Head and Shoulder are the best for dandruff problem. One knows that head and shoulder shampoo are specializing in their anti-dandruff function. It has been serving the market for more than 5 years every now and then. For example, Procter and Gamble (P&G) has used Kareena Kapoor, Saif Ali Khan and Priety Zinta as its Head and Shoulder ambassador. Kareena Kapoor and Priety Zinta have the one in common where they are both beauty and charming beautiful models which possess a healthy, long and beautiful hair. By using them as the product ambassador, it can bring out the meaning behind of Head and Shoulder which emphasize of having healthy, long and beautiful hair with dandruff-free. It also shows the premium brand of Head of Shoulder to the customer. As a result, consumer are being positioned that Head and Shoulder are a premium brand which could give one a healthy hair with dandruff-free. Procter and Gamble (P&G) have widely used the banners, hoardings and print media by having an exclusive high resolution attractive model. In turn, it lets consumer well aware of this product. By using more advertisement and sales promotion, it could make the customer to aware of the product. After such awareness are incur in customer, they will find out more about the product along with all the efforts of marketers put in, head and shoulder might be the market leader in the future.



4. Analysis of Questionnaires

Gender Male Female Race Malay Chinese Indian Age 18-25 26-30 31-35 36 and above Education Level Diploma Degree Postgraduate Marital status Single Married Occupation Student Housewife Normal Worker Entrepreneur Income Below Rm1000 RM2000-RM3000 RM3000 and above 12 8


4 11 5 5 5 5 5 6 10 4 10 10 5 5 5 5

4 11 5


SECTION B: NEEDS 8) Why you need to use a specialist hair shampoo? Age Hair problem 2 2 3 3 Good for scalp 1 0 0 1 To have hair treatment 0 1 1 0 Let hair become healthier 1 1 1 1 Other

18-25 26-30 31-35 36 and above

1 1 0 0

From the question Why you need to use a specialist to use a specialist hair shampoo? respondents can recognize their need. The respondents are facing hair problem, need of hair treatment, healthier hair and so on; they need solution to solve those problems. Most of the respondents need a specialist hair shampoo because of hair problem. Due to the survey, people will only buy specialist hair shampoo when they had any hair problem. Besides that, there are only few people will buy specialist hair shampoo for hair treatment and to protect their head scalp. Moreover, there are very less but still stand second more for buying a specialist hair shampoo to care for their hair and let it become healthier. So, people will only buy a specialist hair shampoo when they facing problem on their hair more than to protect their hair.


SECTION C: PRE-PURCHASE 9) How you know about Head & Shoulders? Age 18-25 26-30 31-35 36 and above Media Friend Advertisement 2 3 4 4 1 1 0 1 Family 1 1 1 0 Internet 1 0 0 0 Others 0 0 0 0

The question asking the respondents how they know about Head & Shoulders this brand. It will help us to know how the respondent where they get the information of Head & Shoulder from. Due to the survey we can know that the Head & Shoulders media advertisements which are TV, radio, magazines and newspaper advertisement are most effective and successful towards the target audience impression of the advertisement. Besides that, the number of the 20 respondents that we had interview of getting know Head & Shoulders from friends and family are same. Moreover, due the result of our questionnaire, there are very less people recognize Head & Shoulders from internet although nowadays surfing internet is part of everyones life. This is because Head & Shoulders didnt promote much in social network like Facebook, Twitter and etc. to attract attention of those people who like to use internet to surf on social network. In conclusion, most of the respondents get the Head & Shoulders information from the commercial source. Head & Shoulders advertisement from media have got the audience attention. That is the best way to reach the customer awareness stage.


10) Did you noticed of any Head & Shoulders advertisement before? Age 18-25 26-30 31-35 36 and above Yes 5 5 5 5 No 0 0 0 0

Did you notice of any Head & Shoulders advertisement before? From this question we can know whether the respondents recognize any Head & Shoulders advertisement or not. From the result we can know that, all of the respondents answer Yes, which means Head & Shoulders advertisement had attracted the audience attention. Head & Shoulders have frequently advertised their advertisement on television, newspaper, radio and so on.


11) What is the first thing that appeals on your mind once u heard about Head & Shoulders?

Age 18-25 26-30 30-35 36 and above

Effectiveness 1 2 1 3

Brand Name 1 0 1 1

Advertisement Constant Innovation 3 2 2 1 0 1 1 0

Price 0 0 0 0

What is the first thing that appeals on your mind once you heard about Head & Shoulders? .In this question, we can know what is the first impression of respondents toward Head & Shoulders. Advertisements are the most respondents chosen answer. A good advertisement can show the effectiveness and give more information about the product straight to customers. Head & Shoulders promise to deliver a specific set of benefits and services consistently to the customer Besides that, there have second high number of respondents chosen effectiveness. In this case, it means that Head & Shoulders enable to help those respondents solve their hair problem. For example, people who have dandruff problem, after using Head & Shoulders their dandruff problem get solved. For those respondents whom chosen this answer mostly are those who had experienced this product before, they satisfied to the products performance.


SECTION D: EVALUATING 12) Does Head & Shoulders be your first brand when you acquiring a hair shampoo?

Age 18-25 26-30 31-35 36 and above

Yes 5 3 4 5

No 0 2 1 0

Does Head & Shoulders be your first brand when you acquiring a hair shampoo? In this question, we can know the respondents processes information to arrive at brand choice. We have the majority of the respondents answer YES. Head & Shoulders had given the customer trust and fulfill their satisfactions with their needs. But there are still have minority of respondents answer NO, this is because there have many competitors or substitute good like Sunslik, Pantein, Dove, and etc. in the market. One of the reason that people does not choose Head & Shoulders as their first choice is because some of the respondents use other brand of hair shampoo during his/her childhood so they already build a strong loyalty to other brands. Besides that, some of them feel more satisfied with other brands so they are not easy to change brand


13) What external factors influence you the most when buying a shampoo?

Age 18-25 26-30 31-35 36 and above

Marketing strategies 3 4 3 2

Family 1 0 1 1

Friend 1 1 1 2

Emotion 0 0 0 0

What external factors influence you the most when buying a shampoo? This question can help us to find out what is the external faction will influence the respondents purchase decision. We found that most people will be influence by marketing strategies of Head & Shoulders. They had influence by the companys advertisement, sample testimony, promotion and so on. This prove that the company had did a good job for introduce their product to the customers by their marketing strategies. In contrast, based on the 20 users, there are no one affect by their emotion for buying a shampoo. This also means all of our respondents will have a good consideration when they purchase a shampoo without purchase it depend on their mood.


14 How strong of Head & Shoulder advertisements influence your decision making? Age 18-25 26-30 31-35 36 and above No effect 1 0 0 0 Few 1 1 2 1 Strong 3 3 2 3 Very Strong 0 0 0 1

How strong of Head & Shoulder advertisements influence your decision making?From this question we can know whether the respondents will influenced by the Head & Shoulder advertisement when they making the purchasing decision. From the survey, most of the respondents are strongly influence by the Head & Shoulder advertisement. This is because, in the advertisement the celebrities show how effective after he/she used Head & Shoulder product. The audiences are admire the celebrities have a smooth, silky hair after used Head & Shoulder. This will create the audiences desire; consequently, the audience will put in Head & Shoulder as their alternative when they are under go purchase decision.


15 Why you will choose Head & Shoulders?

Age 18-25 26-30 31-35

Price 0 1 0

Convenient 1 0 1 2

Influence By Peers 0 1 1 0

Recognized Brand 3 3 2 1

Product Efficiency 1 1 1 2

36 and above 0

Why you choose Head & Shoulders?This question can tell us why the respondents choosing Head & Shoulder but not other brand and why the Head & Shoulder is the best alternative. Majority of the respondents had chosen Recognized Brand as their answer. Head & Shoulders, a brands name of hair shampoo that will make your hair become smooth and clear all the dandruffs that appear in Head & Shoulders. This brand is well known and builds a good image to their customers, instead of using those brands that are not familiars, customer are more willing to repurchase Head& Shoulders product after used it. On the other hand, there have the least respondents chosen pricing. Due to the questionnaire, the users are not satisfied with the Head & Shoulders current price, they feel that Head& Shoulders should set a lower price for their product


SECTION E: PURCHASING 19 Are you the current Shoulders Age 18-25 26-30 31-35 36 and above Yes 5 4 4 5 No 0 1 1 0 satisfied with Head & products?

This question asked the respondents whether they were satisfied on existing Head & Shoulders. We can know whether the respondent satisfied, delight or unsatisfic Head & Shoulder after they used. From the data we collected show that, there have majority of the respondents satisfy the current Head & Shoulders current product. They feel what they paid is lesser or equal than the Head & Shoulders benefit that bring to them, this also means that Head & Shoulders is over satisfied from their expectation. On the other hand, minority of the respondents not satisfy with the existing Head & Shoulders product. They feel what they paid is more than the Head & Shoulders benefit that bring to them, this also brings a meaning of Head & Shoulders is under their expectation.


SECTION F: POST-PERCHASE 20) What do you think of the current Head & Shoulders product prices? Age 18-25 26-30 31-35 36 and above Cheap 0 0 0 0 Reasonable 3 3 3 3 Affordable 1 2 2 2 Expensive 1 0 0 0

This question is asking about satisfaction of respondents towards Head & Shoulders product price. We can find out whether respondents feeling worth or not for paying the cost after they use the Head & Shoulder. From the result, there have no despondences feel the Head & Shoulders is cheap. This also means that if we compare with other brands of hair shampoo from the shopping center, the pricing of Head & Shoulders is higher than other brands. But there have majority of despondences feel the Head & Shoulders price is still reasonable and affordable for them. . This is because after using Head & Shoulders hair shampoo, the respondents feel it had satisfied their need. This also shows that the respondents felt what they paid for the effectiveness and quality of the product is still acceptable. Consequently, the customers feel that what they pay for Head & Shoulders is worth.


23) What competitive advantage that Head & Shoulders has compared to other brands?

Age 18-25 26-30 31-35 36 and above

Quality of Product 2 3 2 3

Quantity of Product 0 0 0 0

Promotion 2 1 1 2

Price 0 0 0 0

Place 1 1 3 1

This question asked the respondents about what kind of competitive advantage that compares Head & Shoulders has compare to other brand. We can know whether the respondents will repurchase the Head & Shoulder product and why they will repurchase it. Most of the despondences answer was quality of the product. From this result we can know that the customer is satisfied with Head & Shoulders quality. They feel Head & Shoulders deliver a unique quality of hair shampoo for them compared to other brand. Consequently, the respondent will repurchase Head & Shoulder because of it quality. Beside the Head & Shoulders price is a weakness. Compare to other competitor brands, Head & Shoulders brand is more expensive. Head & Shoulders should drive down their price to gain more customers.


24) What makes you switch to another brand of shampoo?


H&S doesnt give satisfaction 0 1 0

H&S doesnt solve my hair problem 1 1 1 1

Want to try new brand 1 0 1 1

When there is Iam Loyal to promotion/sale H&S 0 1 1 0 3 2 2 2

18-25 26-30 31-35

36 and above 1

What makes you switch to another brand of shampoo? From this question we can know what factor will influence the respondents does not repurchase Head & Shoulder product. There is a highest number of respondents said they are loyal towards Head & Shoulders. However, they are willing to repurchase Head & Shoulders after they experienced it; this also proved that they are satisfied with the product effectiveness and its brand name. Consequently, they will continuously repurchase the Head & Shoulder product. In addition, there are still have a small number of respondents does not feel satisfy with Head & Shoulders and they think that it is not solving their hair problem. Some of the respondents would like to try other brands product rather than keep using Head& Shoulders. Furthermore, some of the respondents will like to change their hair shampoo to another brand when there is any promotion or sales on that particular brand.


25) In term of improvement, what do you think Head & Shoulders should enhance?

Age 18-25 26-30 31-35 36 and above

Product/ service 0 1 1 1

Promotion 2 1 2 2

Price 2 3 2 2

Place 1 0 0 0

In term of improvement, what do you think Head & Shoulders should enhance? this question tell us which Head & Shoulder 4Ps tools need to improve the most to meet the customer. There are almost half of the respondents think that Head& Shoulders should reduce their price of the product. Furthermore, the second high number of respondents feels that Head & Shoulders should enhance on their promotion to gain a larger market. Besides that, a high number of the respondents also feel that they are easy to get Head & Shoulders in supermarket or hypermarket; they feel that it is convenient for them to get the product when they need. Conclusion, Head & Shoulder need to improve more in pricing strategic.


26) What kind of comment you will share with your friends/family about Head & Shoulders?

Age 18-25 26-30 31-35 36 and above

Solve Hair Problems 2 1 1 2

Great Product 1 1 2 1

Price worth to its quality 2 2 1 2

Nothing Special 0 1 1 0

This question asked the respondents what kind of comment they will share to their friends/family about Head & Shoulders. This question will tell us after the respondents used Head & Shoulder product, they will spread the negative information or positive information. This will influence their friend/family purchase decision. There only 2 out of 20 of the respondents select Head & Shoulders nothing special. These minority of respondents may is a negative word-of-mouth to Head & Shoulders. They may spread the weakness of Head & Shoulders to their friend and family. But, this is good news to Head & Shoulders, because almost all of the respondents are the positive word-of-mouth. They will help Head & Shoulders to promote, share the good things of Head & Shoulders to their friends and family.


5. Recommendations
Head & Shoulders has been in the market more than 50 years and it was a well-known hair shampoo brand in the market. However, there is more and more new company introduced their anti-dandruff and other specialist hair shampoo in this market nowadays. With this number of competitors increasing, Head & Shoulders should enhance their product and services to gain a larger market. Firstly, as what we understand from this research study, Head & Shoulders should adjust their product price. Even that most of the respondents responded that Head & Shoulders price is reasonable, but they still responded that the product price still needs to enhance. Moreover, Head & Shoulders should cut down some producing cost and distribution cost to lower down their price level to attract those price sensitive customers. With setting on a better price level, Head & Shoulders can increase their competitive advantage to maintain the top-selling hair shampoo brand in the market. Besides that, Head & Shoulders should do more advertise and promotion in the internet. Due to surfing internet is a part of everyones life style nowadays, Head & Shoulders wider their market if they success to gather the attention of this segment group. For example, Head & Shoulders can do some special promotion on their official website and social networking to give them a special discount for those online customers if they print out the promotion coupon online. Those internet users will share the information on their social network if they found a good product promotion or good advertisement, this will help the marketer to advertise their product to more audience.


In addition, Head & Shoulders also can do some roadshow in those hypermarkets to prove how effective their product is. In this roadshow, Head & Shoulders marketers should conduct some testimony for customer and also can provide some sample for customer to try the product on the spot. This is a winwin situation for Head & Shoulders marketers because this can let the consumer experienced the quality of the product and they also can advertise their product during this roadshow. This promotion strategy also can solve those curious consumer who not believe on what Head & Shoulders advertisement said, so they can try the product on the spot and they can experienced that what Head & Shoulders marketers mention in the advertisement is true.

6. Conclusion
In conclusion, Head & Shoulders is a well-known brand in the hair shampoo market. In this research study we also know that Head & Shoulders marketers conduct a perfect promotion strategy because most of the respondents known its brand name are from their advertisement. Besides that, Head & Shoulders also a product with a higher price but also in a good quality product, in this research study also prove that even Head & Shoulders product price are higher than their competitors, but their customer still feel the price is reasonable because its good quality is worth to the price. As we know that, Head & Shoulders good quality product and well-known brand name also cause it success in this hair shampoo market. Furthermore, Head & Shoulders is so successful also because of its products really solve most of the consumers hair problem.


7. References
Lars, Perner.: Consumer Behaviour (2010). Retrieved on 22nd August 2012, from http://www.consumerpsychologist.com/ Thadeshvar, Vikram.: Slideshare, Research for Head and Shoulder (2008). Retrieved on 22 nd August 2012, from: http://www.slideshare.net/thadeshvar/research-methodology-presentation-730999 Dasgupta, Sabyassachi.: Slideshare, Head and Shoulder (2008), Retrieved on 23 rd August, 2012 from http://www.slideshare.net/november2nd.1984/head-shoulders Shafiq,Hassan M.:Slideshare, Head and shoulder and sunsilk (2011), Retrieved on 23 rd August,2012 from http://www.slideshare.net/hasan_shafiq/head-and-shoulder-and-sunsilk Rabirabi.:Scribd, Project Report On Marketing Head and Shoulder (2011), Retrieved on 22 nd August, 2012 from http://www.scribd.com/doc/61193832/Marketing Dhingra, Aman.: Advertisement (2012), Retrieved on 23rd of August, 2012 from http://www.scribd.com/doc/85024541/Advertisement Vidhiartha, Diarta.: Shaping the Market Offerings (2009), Retrieved on 22nd of August, 2012 from http://www.slideshare.net/diarta/chapter-14-developing-pricing-strategies-and-programs


8. Appendix
Survey Forms