Niksimc

Research
for Head &

Shoulder
vikramthadeshvar@hotmail.com
10/19/10 1
GROUP MEMBER
Vikram B. Thadeshvar
Rohan Tamrkar
Sailendra Sharma
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.
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.
OBJECTIVES
 Understanding and analyzing research for Head &

Shoulder
 Developing the STP+ Marketing Mix Strategies of
Head & Shoulder
 Researching penetration of Head & Shoulder

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

1. REASON BEHIND USING
SHAMPOO
10. PENETRATION OF HEAD &
SHOULDER IN COMPARISON WITH
OTHER BRANDS.
3.HOW MANY MEMBERS IN YOUR FAMILY USE
HEAD & SHOULDER?
2. WHAT INFLUENCES YOUR DECISION
WHILE BUYING HEAD & SHOULDER?
18. ON AN AVERAGE IN ONE MONTH HOW
MUCH AMOUNT OF HEAD & SHOULDER IS
USED IN YOUR FAMILY?
4.YOU PREFER YOUR SHAMPOO IN
6.HOW FREQUENTLY YOU USE HEAD &
SHOULDER?
5.SEGMENTATION ACCORDING TO GENDER
7.SEGMENTATION ACCORDING TO THE
AGE GROUP OF CUSTOMERS
8. DEMOGRAPHIC SEGMENTATION ACCORDING TO
INCOME GROUP OF CUSTOMER
9. HOW SATISFIED ARE YOU WITH HEAD &
SHOULDER TO MEET YOUR NEEDS?
11. HAVE YOU SEEN ANY PROMOTIONAL CAMPAIGN
OF HEAD & SHOULDER?
12. THE VARIOUS SCHEMES ASSOCIATED WITH HEAD &
SHOULDER AFFECT YOUR PURCHASE?
13. WHAT INFLUENCES YOU TO BUY YOUR
PREFERRED BRAND?
14. WOULD YOU SUGGEST ANY
CHANGES FOR HEAD & SHOULDER IN
THE FOLLOWING FIELDS?
17. WHAT DO YOU THINK ABOUT THE
PRICE OF HEAD & SHOULDER?
15. WHICH BRAND YOU PREFER, IF HEAD &
SHOULDER IS NOT AVAILABLE?
16. WHICH BRAND YOU PREFER, IF HEAD &
SHOULDER IS NOT AVAILABLE?
MARKETING MIX STRATEGY
Clean & Balanced Anti-

dandruff Shampoo
Smooth & Silky Anti-
dandruff Shampoo
Refreshing Menthol
Anti-dandruff Shampoo
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

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

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.
PRICE MIX
 Different size of packet and At the time of

price launching it used
 4ml Rs. 1.5 price-quality
inference
 7.5ml Rs. 3 strategy.
 90ml Rs.
60 Currently it is
 100ml Rs. 69 using reference
pricing as well as
 200ml Rs. 121 value pricing.
 400ml Rs. 185
PROMOTION MIX
 Hair Saloons
 TV advertisement
 Sports events
 Road shows
 Community & Blogs
 Different Sales Promotions
Schemes
 Magazines
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.
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.
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.
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.
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.
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%.
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.
Thank you

Niksimc

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Niksimc

Transféré par

Droits d'auteur :

Formats disponibles

Research

for Head &

 In the highly competitive Indian shampoo market which is estimated

 The high profile launch of Head & Shoulders fueled

 Understanding and analyzing research for Head &

 Researching penetration of Head & Shoulder

Year Sales in Rs. Sales in Units Market Share

2006 $41.7million 3800 ton 25

2005 $35million 3120 ton 23

Clean & Balanced Anti-

 Dry Scalp Shampoo / Dry Scalp 2n1

 Smooth & Silky Shampoo / Smooth & Silky 2n1

 Restoring Shine / Restoring Shine 2n1

 Refresh Shampoo / Refresh 2n1

 Sensitive Care Shampoo / Sensitive Care 2n1

 Intensive Treatment Shampoo (1% selenium sulfide)

 Intensive Solutions Shampoo (2% pyrithione zinc)

 Classic Clean Conditioner

 Dry Scalp Conditioner

 Head & Shoulder is being promoting through

 It is found in every Grocery Shops, Medical Shops as

 Different size of packet and At the time of

 They speculate that this was done in order to respond to the

 Procter & Gamble wages war on dandruff with Head &

 According to the research done on consumer behaviour by

 Innovation, implementation, cost reduction to offer best

 But price of head & shoulder is little bit high, so they

Vous aimerez peut-être aussi