Project Survey On Head And Shoulder blades Shampoo Marketing Essay


Procter & Gamble (P&G) can be an American company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning and personal care products. In 2011, P&G recorded $82. 6 billion us dollars in sales. Lot of money magazine placed P&G at fifth host to the "World's Most Admired Companies" list, which was up from sixth place this year 2010. Procter & Gamble is the only Fortune 500 Company to issue C Talk about common stock.

As of July 1, 2011, the company structure is classified into two "Global Business Units" with each one further divided into "Business Segments" according to the company's 2011 Total annual Statement. Dimitri Panayotopoulos is Vice Chairman of Global SECTIONS.

The following segment constitutes of P&G business:

Beauty segment

Grooming segment

Health Health care segment

Snacks & Pet Care segment

Fabric Care & Home Treatment segment

Baby Health care & Family Home Care segment

Manufacturing businesses are located in the following areas: United Sates of America, Europe, Canada, China (31 wholly owned or operated factories and other part of Asia, Philippines, Africa, Mexico, Australia, Latin America.

About the Brand:

Head & Shoulder blades is a brand of anti-dandruff created by P&G

Matt Elliott received Procter & Gamble experts to get started on making a new anti-dandruff shampoo in 1950. Nearly a decade of research proceeded to go into making a new formula, which launched pyrithione zinc in to the shampoo. It was first introduced to the U. S. market in November 1961 as a blue-green shampoo solution.

Head & Shoulders is the world's number 1 anti-dandruff shampoo. A power brand from P&G, this brand managed to get debuted in India in calendar year of 1997. In the highly competitive shampoo market, which is believed to be worthwhile around Rs. 1800 Cr, H&S is a significant player in the anti-dandruff niche.

The complete shampoo market was dominated by HUL with whopping market show of around 46% when the brand premiered in India, the anti-dandruff market is at its nascent stage and dominated by Clinic-All-Clear. The high profile introduction of H&S fueled the expansion of this niche market. Now anti-dandruff segment constitute around 15% of the shampoo market moreover P&G is the global market innovator in the retail locks attention market with over 20% of the global market show behind Pantene and Head & Shoulders. Matching to P&G's total annual report of 2011, the Beauty and grooming market talk about which primarily relates to the beauty portion constitute of '% of online sale of 24% and percentage of world wide web earning bank account to 23%' for P&G. The visible brand is Head and Shoulders in this segment.

Strategic Planning Models:



International brand with great brand equity.

Only segmented as an anti-dandruff shampoo whereas the competitor has wide selection of shampoos with different features.

Strong financial position in market.

Mostly perceived as a severe shampoo.

Brand loyalty.

Less focus on other new research centered materials and formulas.

High quality & Services.

More specific to male gender.

Availability of products in several demographics areas, costing and market good-will.

Large network for syndication.



With the addition of FDI insurance plan, P&G can revive its brand equity.

Inflation in Indian overall economy.

Expansion of market targeted towards all age groups, including middle aged women which has significant market talk about.

High competitive market with new entrants like L'oreal and Dove in shampoo segment.

Have a great opportunity in new producing areas of India.

BCG matrix stands for 'Boston talking to group'. This is also known as Growth-Share matrix. This matrix helps us to classify an enterprise of an company in four categories namely- Superstar, Question tag, Cash Cows and Dogs. The details of every are given the following:

Stars: This tiles symbolizes the high development rate and high market show i. e. the business is head in its area.

Cash Cows: This tile symbolizes high comparative market show and low market development rate.

Question make: Here the growth rate is high however the market share is relatively low.

Dogs: This is segment where in fact the expansion rate is sluggish and has low market share as in the business is lagging behind considerably.

Head and Shoulder can relatively be situated in between your cross-sectional part of 'Question mark and Superstar'. The reason why can be: The market share of H&S is low but the expansion rate is high. H&S must re-plan and revise it marketing plan as the chance is ample which can make into celebrity category completely.

Customer Value:

Customer value can be defined as the consumer enter return to their money. The performance of the company is measured how the product or services gives the customer value in compare to what the competitor are providing.

Here H&S claims that the shampoo gives 100% dandruff-free hairs even with good deal, hence we can state that H&S delivers good customer value and satisfaction level.

The value delivery chains relates it-self to supply string i. e. how it associates with suppliers and distributions from formulating raw material and syndication of its produced. H&S being a P&G's princess company, takes a good leverage of good syndication channel and offer chain. Prominently H&S bought from India is mostly shipped from Gulf countries. With the launch of sachets of denomination Rs. 1 and Rs. 3, H&S come to the rural market easily. With more and more free trial distribution and blind-test, the business is quite successful in value delivery string.

Marketing plan:

H&S is actually a product for women and men with dandruff and scalp problems. The want to acquire proper health, maintain a healthy scalp and hair to get the right self-assurance and have a sense of belongingness as they socialize/socialize with other. The gap is usually that the other shampoo brands focus on enhancing or increasing hair-condition.

Marketing combine and Strategy :

H&S gets rid of dandruff and prevents it from coming back in only one rinse, with a product range that suits various head of hair and head needs. It uses T. V ads, print advertisings, sponsorship, sales advertising and social multimedia. H&S hired acting professional Saif Ali Khan and actress Kareena Kapoor because of their promotional activities. Nationwide distribution of H&S is good.

Marketing environment- Micro and Macro:

There are two types of environment which company deals with macro environment and micro environment.

Micro environment are the following:








Macro Environment

Political Environment

Technological Environment

Socio-cultural Environment

Economical Environment

Consumer Buying Behavior:

Men and women need to handle their: hygiene, scalp health, sociable needs, self-actualization needs. They choose H&S over other anti-dandruff shampoos due to following reason:

Product awareness, effectiveness, technology used, price, packaging, recognition of endorses, reliability of the manufacturing company.

Men and women expect the next when the utilization H&S:

Dandruff elimination

Revitalize scalp

Remove itchy scalp

Stop real cause of dandruff

Stops dandruff from coming back

Cools and refreshes the scalp

Remove visible flakes

More self-confidence in interacting and socializing with other folks.

Maslow's Hierarchy of Needs:

It probably safe to state the best theory of desire is Maslow's. Maslow hypnotized in every individual there exist a hierarchy of five needs.





Self actualization.

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Marketing Research:

Marketing research tools used by H&S-

Quantitative tools- H&S undertook research to create new ideas for the product and market development. The studies engaged the customers in detailed talk over cool features with their products. Because of this the personal interaction between the studies and the consumers was high, the major qualitative tools utilized by H&S included

focus group discussions

in-home visits

in context visits

in-store interviews

Focus group discussions: Here, a group of individuals who uses the H&S hair shampoo in brought under a conversation about the every part than it including quality, after-use satisfaction, thoughts of the user etc. The debate is presided by way of a moderator who can take notes and feedback of the clients.

In-Home visits: This system is more used in western countries where in fact the product is taken up to a home and then responses is taken from a individual.

In context visits: To see to sensible difficulty consumer encounters. Apart from gaining information along the way consumer actually uses a product, the researcher elicits theirs viewpoints on the merchandise and weather they wish to suggest any adjustment.

In-Store trips: H&S used this plan extensively to assemble the info from the buyer from where it buys the merchandise. The surveyor uses some questionnaires to know the consumer's thoughts which helps the company to build up further strategy.

Segmentation, Aim for and Setting:

Segmentation: Market segment involves a group of customers who reveal a similar set of needs and needs. Rather than creating the segments, the marketers' task is to identify them an decide those to focus on.

The available segments of H&S are available based on demography, geography, pshychography or life-style. But being an FMCG product a shampoo brand like H&S the demographic and geographic segmentation is not as important as it established after the life-style as well as customer choices despite of their above segmentation. The primary segments are


black hair

shiny hair


H&S started functioning in the anti-dandruff segment. Being a added profit it also emphasized on soft hair. In India, shampoo of H&S largely segmented on basis of age and their wishes. Its choose women and men of twenty to thirty-five era. Here they targeted them with different strategy like mind-set, public need and other factor.

Target Market:

Target market is the portion of consumer that your business has made a decision to put marketing attempts. Target market is performed after segmenting where they filter out the localized group and choose a particular portion of consumer so that their product provides enough brand equity and brand value.

The marketplace for H&S will be the higher middle class people who are brand conscious, early on adopter and who care about the entire health of these hair. H&S focuses on the people of middle years men ( initially) having scalp and dandruff problems. At the original period of its online marketing strategy, it showed advert which show the facts with only 1 use of the merchandise, the shampoo provides almost 100% rest from shampoo. It released a great many other features like menthol, volume level boost, hair-fall remedy for the school going children and young professional with mane conscious. H&S required the advantage of physiological mentality of this individual group with implementing ads where dominant actors were used.


Brand positioning refers to "aim for consumer's" reason to purchase your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and supplied by the brand's benefits/reasons to buy; and it focusses at all points of connection with the consumer.

Brand setting must ensure that:

Is it unique/distinctive vs. competitors ?

Is it significant and encouraging to the niche market ?

Is it appropriate to all or any major geographic market segments and businesses ?

Is the proposition validated with unique, appropriate and original products ?

Is it sustainable - can it be shipped constantly across all points of connection with the consumer?

Is it ideal for organization to attain its financial goals ?

Is it able to support and raise up the business ?

H&S is put as anti-dandruff product which clear flakes with one wash. As the marketplace leader it has successfully obtained the niche market of anti-dandruff portion. The effective circulation channel and deep penetration in the rural market has boosted in the sales in previous year so that it is a leader. Regarding to annual survey of H&S 2011 the quotation says "H&S was relatively small, generally united states brand ten years ago. We invested in combination of marketing and product improvements and started to increase the brand globally. Since that time w have more than tripled sales and H&S is currently the largest hair shampoo brand on the planet. "


How often do you use a hair shampoo ?

a. Daily b. Alternate

c. Weekly d. Not in a normal basis

From the 5 shampoo listed below what type you utilize?

a. Sunsilk b. Pantene

c. Medical clinic All Clear d. Mind & Shoulder

e. Dove f. If other, please identify: ______________

While buying a shampoo, which option you keep at heart ?

a. Price b. Quality

c. Brand d. Scalp Type.

While buying a shampoo, which of the below listed options, do you consider in mane type?

a. Smell b. Moisturizing Capacities c. Clarifying Capabilities

d. Stand out factor e. Hair shampoo Colour f. Volumizing Capabilities

g. Other please specify ____________________

How a variety of shampoos have you used in days gone by 6 weeks?

a. 1 b. 2 c. 3

d. 4 e. 5 f. Will you care to designate _______

6. Do you'd like to buy a sachets or bottled one?

a. Sachets b. Bottled

7. Are you worried about any chemicals that may be considered harmful to your head?

a. Yes b. No

c. Please identify ___________

8. How do you perceive 'Brain & Make' brand?

Specify ________________________________

9. Could you be interested in a free sample?

a. Yes b. No

10. Have you ever considered a head or a scalp quality test clinically?

a. Yes b. No

If yes, do you want to talk about you outcome? ___________________________________

11. Who influence you to purchase a brand ?

a. Family b. Doctor c. Advertisement

d. Personal e. Other

Name: _______________________

Gender: Guy/ Female

Mobile Number: _______________

Email Identification: _____________________

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