Head & soulders

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  • 1. MARKETING THEORY& PRACTICEGROUP MEMBERS:Baber AhmadWaqar Ali KhalidWaqas KhalidZia-ul-MustafaZulfiqar Ahmad
  • 2. 3
  • 3. Objectives • Introduction • Opinion of the people • Product • Price • Placement (distribution) • Promotion • Comparison • Conclusion & recommendation 4
  • 4. Introduction• Head & shoulder product of P&G.• Basically anti dandruff shampoo.• Three flavors. 5
  • 5. Opinion of people• Shampoo using by people HEAD&SHOLD ER 10% 13% SUNSILK 47% PANTEEN 30% other 6
  • 6. Opinion of people• Satisfaction from used shampoo. 9% 0% Satisfied 21% Dissatisfied Some what 70% 7
  • 7. Opinion of people• How many are they using.Mostly are using from 2 to 3 years. 8
  • 8. Opinion of people• Affordability for people. 29% Satisfied Dissatisfied 71% 9
  • 9. Opinion of people• About Head & Shoulder. Why not using. 19% 9% Affordablity Satisfied Other Reason 72% 10
  • 10. Gender wise• Female• Male 40% Male 60% Female 11
  • 11. By Age• Young• Middle to old age• Children 13% 7% Young Middle Age Children 80% 12
  • 12. Dandruff or silky hair• Dandruff• Silky hair 20% Dandruff Sliky 80% 13
  • 13. Opinion of people• Availability of Head & shoulder. 18% Available Not Available 82% 14
  • 14. Opinion of people• Availability of original quality. Available 50% 50% Not Available 15
  • 15. Opinion of people• Required changes for Head & Shoulder. 25% Required Not Required 75% 16
  • 16. Opinion of people• Flavors of shampoo. 32% Satisfied Dissatisfied 68% 17
  • 17. Opinion of people -High price. -No Available in Original quality. - No More flavors. - female customers are dissatisfied. 18
  • 18. Product Level of product• core product ( shampoo for antidandruff)• Actual product - packaging (sachet and bottles attractive, antienviornmental factors) - features (available in different flavors, antidandruff) - design ( ,sachet ,small & family packaging) 19
  • 19. Product (contd…)  Quality level ( good, customer are satisfied) - Brand name ( a/c to target, young generation like) • Augmented product - delivery of product ( dealer deliver the product) - after sale service ( as such no service ) - warranty ( can change the product after expire) - basically a consumer product. 20
  • 20. Product (contd…)• Product attribution - branding - packaging - Product support services• Product development life cycle - Idea generation - Idea screening - Concept development - Marketing strategy - business analysis - Test marketing - Commercialization ( head & shoulder exist) 21
  • 21. Price• Current price of H & S is affordable.• Value - product design( attractive) - distribution channels (strong) - promotion ( good) - image ( good)• External factors effect on price decision - demand - competitors - economical condition of country - elastic demand 22
  • 22. Price (contd…)• New product strategies:• Market skimming ( decrease price increase revenue not in Head & Shoulder)• Market penetration ( not reduce price from competitors)• Product line price (different flavors same price) 23
  • 23. Price (contd…)• Price adjustment strategies• Six strategies - Cash discount ( give retailer in competition) - Quantity discount (high quantity) - Functional discount - Seasonal discount (not in H & S) - Allowance (dealers) - Segmented pricing ( not in H & S) - Psychological pricing (not in H& S) 24
  • 24. Price (contd…)• Graphical pricing strategies - Uniform delivery pricing (P&G bears all charges) - Zone pricing ( same to all) - International pricing ( different in all Countries) 25
  • 25. Placement (distribution)• Levels of distribution channels - four channels 1. Direct marketing channel (direct manufacturing to consumer & G do in different locations) 2. In Direct marketing channel (involve one intermediary B/W manufacturing and consumer) 3. Selective distributive channel (manufacturing to dealer retailer then consumer) 4. Intensive distributive channel (manufacturing to dealer retailer then jobber then to retailer after that consumer)• Vertical marketing system - P & G bears all transport advertisment(banner.etc) expenses. 26
  • 26. Integrated marketing communicationstrategy• The marketing communication mix• Advertisement - strong campaign on TV and newspapers.• Personal selling - involve in personal selling in ruler area.• Sales promotions - provide incentives to dealer for promotion.• Public relations - have good relation with customers. 27
  • 27. Promotion Mix Strategies• Pull strategy First create demand through different advertisement and then make the product. Push strategy make large quantity then advertise.• Advertisement channels television radio newspapers magazines billboards internet websites 28
  • 28. 29
  • 29. Comparison • Flavors - others have many Flavors Such as Panteen and Sunilk. • Features - dandruff control +long hair. 30
  • 30. Comparison • Quality - same quality as others. • Price -same price as competitors. 31
  • 31. Conclusion • One third population use head & Shoulder. • Mostly are satisfied • Quality is not up to the standards. 32
  • 32. Recommendation • The price should be affordable • It should be available in different kinds of packing. • New flavors should be introduced. • The quality should be improved. 33
  • 33. Recommendation • Strong awareness campaign should be started that people can understand the feature of the product • It should not be harmful for eyes. • Some innovative features should be added. 34
  • 34. Thanx