Head & Shoulders


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a project on head & shoulders

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Head & Shoulders

  1. 2. Presented By : <ul><li>Rima Mazumder. (207219) </li></ul><ul><li>Suvajit Kanungoe. (207248) </li></ul><ul><li>Sandeep Mandal. (207227) </li></ul><ul><li>Sandeep Singh. (207228) </li></ul><ul><li>Sourav Deb Biswas. (207240) </li></ul><ul><li>Subir Sharma. (207243) </li></ul><ul><li>Sabyasachi Dasgupta. (207225) </li></ul>
  2. 3. 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
  3. 4. <ul><li>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. </li></ul>
  4. 5. <ul><li>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. </li></ul>
  5. 6. Product Definition <ul><li>Cleanness and Remove dandruff </li></ul><ul><li>Its new best ever anti-dandruff formula provides better scalp coverage to get rid of even the tiniest dandruff flakes. </li></ul><ul><li>What's more it gives you soft, beautiful hair that's closer to the look you want. </li></ul><ul><li>The brand used the Markonym ZPT ( Zinc Pyrithine)Formula which has anti-fungal properties as its differentiator. </li></ul>
  6. 7. Segmentation <ul><li>The available segments to Head & Shoulders are : </li></ul><ul><li>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 </li></ul><ul><li>Shiny Hair. </li></ul><ul><li>Black Hair. </li></ul><ul><li>Anti-Dandruff. </li></ul><ul><li>Low Price. </li></ul><ul><li>Head & Shoulders started operating in the Anti-Dandruff segment. As an added benefit it also emphasized on smooth hair. </li></ul>
  7. 8. Target Market <ul><li>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. </li></ul>
  8. 9. Perceptual Map of Product Positioning Anti dandruff Nourishing More mild Less mild Head & Shoulders Clinic All Clear Fiama de wills Garnier Fructis Sunsilk Clinic Plus Pantene
  9. 10. The Brand… <ul><li>Head & Shoulders was successful in establishing itself as a strong brand.It is under the umbrella of P & G.It’s branding strategy includes : </li></ul><ul><li>Firstly, it was able to differentiate itself from other anti- dandruff shampoos by the means of introduction of new element ZPT. </li></ul><ul><li>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. </li></ul>
  10. 11. The Brand… <ul><li>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. </li></ul><ul><li>Fourthly, it’s innovative campaigns and pervasive ways of promotion made the consumers well aware about Head & Shoulders. </li></ul>
  11. 12. SWOT Analysis <ul><li>Strengths : </li></ul><ul><li>International Company. </li></ul><ul><li>Strong Financial position of P & G. </li></ul><ul><li>Brand Loyalty. </li></ul><ul><li>High Quality Products. </li></ul><ul><li>Well known brand. </li></ul><ul><li>Availability of Products in Different Sizes. </li></ul><ul><li>Large Network for Distribution. </li></ul><ul><li>Consumer Trust . </li></ul>
  12. 13. SWOT Analysis <ul><li>Weaknesses : </li></ul><ul><li>Competition with Clinic All Clear. </li></ul><ul><li>Lagging behind Clinic All Clear in terms of creative campaign. </li></ul><ul><li>Less popularity in rural areas compare to urban areas in India. </li></ul>
  13. 14. SWOT Analysis <ul><li>Opportunities : </li></ul><ul><li>Have a Great Opportunity in New developing areas of India. </li></ul><ul><li>Consumer behavior towards brand loyalty. </li></ul><ul><li>High Rates of Imported Shampoos. </li></ul><ul><li>Increase in the Shampoo consumption due to awareness. </li></ul><ul><li>Heavy investment in the research of Shampoo. </li></ul>
  14. 15. SWOT Analysis <ul><li>Threats : </li></ul><ul><li>High Competition in Indian Market. </li></ul><ul><li>Uncertain economic condition of country. </li></ul><ul><li>Rapidly change in price of raw material. </li></ul><ul><li>Threats from new entrants. </li></ul><ul><li>Threats from plenty other options available to consumers. </li></ul>
  15. 16. Packaging <ul><li>Product packaging </li></ul><ul><li>The product has eleven varieties with five SKUs each ( 2 ml and 3 ml sachet, 100ml, 200ml and 400ml pack). </li></ul><ul><li>The product uses attractive white and royal blue combination as its base packing. </li></ul><ul><li>The product uses a freshness essence in it’s packaging which, in consumers mind, creates a positive impression. </li></ul>
  16. 17. Advertising <ul><li>P&G’s anti-dandruff shampoo brand, Head & Shoulders, has roped in actor Kareena Kapoor as its new brand ambassador. </li></ul><ul><li>In it’s advertisements, Head & Shoulders introduces itself as a premium brand and uses the charm and beauty of beautiful models. </li></ul><ul><li>Attractive Banners and Hoardings are used extensively. </li></ul><ul><li>Print media (News papers, liflets and pamphlets etc.) is used with exclusive high resolution attractive models. </li></ul><ul><li>The emphasized is on healthy, long and beautiful hair. </li></ul>
  17. 18. Pricing Strategy <ul><li>Pricing </li></ul><ul><ul><li>At the time of launching it used price-quality inference strategy. </li></ul></ul><ul><ul><li>Currently it is using reference pricing as well as value pricing. </li></ul></ul><ul><ul><li>Policies </li></ul></ul><ul><ul><li>Firstly, at the time of introduction it emerged as a international premium brand and it took it’s full advantage. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  18. 19. Distribution <ul><li>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. </li></ul>
  19. 20. Vertical Markets <ul><li>Vertical market opportunities : </li></ul><ul><li>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. </li></ul>
  20. 21. Success Metrics <ul><li>At the time of launching, the target was to capture market from HLL. </li></ul><ul><li>After gaining adequate market share, it tried to expand it’s usability scope. </li></ul><ul><li>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. </li></ul>
  21. 22. Requirements of Success <ul><li>Maintain it’s quality with constant improvements. </li></ul><ul><li>To come up with new varieties according to market needs. </li></ul><ul><li>To maintain a competitive pricing. </li></ul><ul><li>Promotion in rural and semi-urban areas. </li></ul><ul><li>Special offers , discounts to consumers as well as distributors. </li></ul><ul><li>Innovative means of promotions like forming a special association or some distinct group which will help maintain it’s brand equity and loyalty. </li></ul>
  22. 23. Thank You