MARKETING PRESENTATION
ON

PERCEPTUAL MAP
UNDER THE SUPERVISION OF

NADIA RAHEEM
12/23/2013

1
12/23/2013

2
12/23/2013

3
Presented By :
 JAHANZAIB

ALI

KHAN
 MARIA IQBAL
 SIDRA KHAN
 SIDRA KHAN
 SAAD MUNAMI
 SYEDA WAJIHA
12/23/2013

4
PROCTOR AND GAMBLE:
•History of making
•250 brands in 130 countries
•Largest consumer good
•Having strongest portfolios
•L...
Head and Shoulders
•No 1 Anti Dandruff Shampoo
•Formulation of new element ZPT.
•Treatment of consumer’s hair and scalp
•P...
EQUITY
STRENGTH

AWARENESS
ATTRIBUTES
PROMOTIONS
COMPETITORS

MARKETSHARE
12/23/2013

TARGET AUDIENCE

7
SEGMENTATION &
POSITIONING:



Segments based on Life style and consumers
preferences
Emphasized on smooth hair

The cor...
PERCEPTUAL MAP:
Two dimensions of X and Y having
different attributes
 To get knowledge about the reactions
customers hav...
COMPANY’S
PERCEPTION:
Worlds no.1 shampoo
 Cleanliness and remove dandruff
 Provide better scalp coverage
 Gives you so...
Perceptual Map
Anti dandruff

Head & Shoulders
Head & Shoulders

Clinic All Clear

Life Boy

More
Healthy

Less
Healthy

S...
Perceptual Map of Product
Positioning
High Price

Garnier Fructis

Dove
Clinic Plus

High
Demand

Low
Demand

Clinic All C...
CONSUMERS
PERCEPTION:
No.1 anti-dandruff shampoo
 26% people use H & S
 Flake free, shiny and silky hair
 Reasonable pr...
GAP ANALYSIS:
Strong formulae
 Less focus on multi attributes
 Late response of result
 Less promotion of other attribu...
Our recommendation
Use low intensity formulae
 Focus on other attributes
 Maintain Quality of froth
 Give more awarenes...
CONT…
Deliver what they claim
 Focus on to promote product line depth


12/23/2013

16
RESULT:
We analyze the gap between the company
perception and the consumers perception
this gap have to be reduced to reta...
12/23/2013

18
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Perceptual map of Head and shoulder

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  • Under the arms of William Procter and James Gamble it was founded in 1837. William Procter was a candle-maker and businessman and James Gamble was a soap-maker and start doing their partnership. More than 80 different countries it has the local operations across the globe and it has the head quartered in Cincinnati-Ohio in the USA.P&G is an International Company reaching out to almost the entire world population with more than 250 brands in 130 countries..Proctor & Gamble sells product under more than 50 brand names and it is the largest consumer goods company in the world.The company has one of the strongest portfolios of trusted, quality, leadership brands.P&G employs over 100,000 people from all over the world.Famous strong brands are vicks, olay, ariel, pantene, head and shoulder, pampers, safeguard etc.
  • Firstly, it was able to differentiate itself from other anti- dandruff shampoos by the means of introduction of new element ZPT. Over the last 50 years Head & Shoulder has significantly evolved offering a variety of shampoos and conditioners to meet consumer’s hair and scalp Head & Shoulder has significantly evolved offering a variety of shampoos and conditioners to meet consumer’s hair and scalp needs.We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. belonging to P & G gives Head & Shoulders an esteem in consumers mind and the quality maintenance with appropriate pricing gave Head & Shoulders strong respect.The biggest benefit is no more dandruff! Dermatologists recognize that regular use of head & shoulders is one of the most effective ways to help eliminate dandruff* and its signs, including a tight, itchy scalp.
  • Head and shoulder have the strong financial position , large Network for DistributionOur shampoo makes hair silky, smooth, shiny and soft, and leaves scalps up to 100% free from dandruffIt has the strong Consumer Trust.Not The things which make them feel the difference are best formulation which they used, the strong cleaning power, make the hair beautiful and strongEvery minute about 110 bottles of anti- dandruff formula is sold.Head & Shoulders have market share of about 30% to 40 % due to their marketing strategy.The target market of Head and Shoulder are the higher middle class and middle class people of about 15 to 65 years of aged group who have some scalp dandruff issues. Prime aspects of target audience are specially male and female of ages 18 to 45 years
  • 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. Head & Shoulders started operating in the Anti-Dandruff segment. As an added benefit it also emphasized on smooth hair.standard it's positioning from anti-dandruff to soft hair dandruff removing. Head and shoulder increase its product line depth by introducing different variants like Aloe Vera, Black, menthol, naturally clean, and smooth.
  • The perceptual map is two dimensions graph that is x-axis and y-axis and every axis has opposites attributes Perceptual map is use to compare product with perception of customers.
  • Cleanness and Remove dandruff provides better scalp coverage to get rid of even the tiniest dandruff flakeWhat's more it gives you soft, beautiful hair that's closer to the look you want.The brand used the Markonym ZPT (ZincPyrithine) Formula which has anti-fungal properties as its differentiator
  • Consumer prefer head and shoulders due to its reasonable priceHave a menthol flavor gives your hair cool freshness hairGood Fragrance is also its positive point because most of the medicated shampoo do not have good smell and people feel fresh after using it
  • The formula of head and shoulders is strong due to which it damage the scalp and create hair falling problem.Not focus on the promotion of silky,smooth and shiny hairsTake time for effectice resultPromote other attributes less in advertismentsthe perception of consumer is that the head and shoulders is only male oriented product so 60% of females neglect the product because of this perception70% of customers are not satisfied with the product they claimed that it has some issues like "we have to consume it more than other shampoos due to less froth".Promote less
  • Perceptual map of Head and shoulder

    1. 1. MARKETING PRESENTATION ON PERCEPTUAL MAP UNDER THE SUPERVISION OF NADIA RAHEEM 12/23/2013 1
    2. 2. 12/23/2013 2
    3. 3. 12/23/2013 3
    4. 4. Presented By :  JAHANZAIB ALI KHAN  MARIA IQBAL  SIDRA KHAN  SIDRA KHAN  SAAD MUNAMI  SYEDA WAJIHA 12/23/2013 4
    5. 5. PROCTOR AND GAMBLE: •History of making •250 brands in 130 countries •Largest consumer good •Having strongest portfolios •Local operation across the globe •100,000 employers •Famous strong brands 12/23/2013 5
    6. 6. Head and Shoulders •No 1 Anti Dandruff Shampoo •Formulation of new element ZPT. •Treatment of consumer’s hair and scalp •Provides superior quality and value •Dermatologists Recommends it for dandruff and itchy scalp issues 12/23/2013 6
    7. 7. EQUITY STRENGTH AWARENESS ATTRIBUTES PROMOTIONS COMPETITORS MARKETSHARE 12/23/2013 TARGET AUDIENCE 7
    8. 8. SEGMENTATION & POSITIONING:   Segments based on Life style and consumers preferences Emphasized on smooth hair The core segments are: • Shiny hair • Black hair • Anti dandruff • Low prices  Positioned as a Worlds no 1 Anti-dandruff Shampoo 12/23/2013 8
    9. 9. PERCEPTUAL MAP: Two dimensions of X and Y having different attributes  To get knowledge about the reactions customers have regarding products, services, brands and market offerings  12/23/2013 9
    10. 10. COMPANY’S PERCEPTION: Worlds no.1 shampoo  Cleanliness and remove dandruff  Provide better scalp coverage  Gives you soft and beautiful hair  Markonym ZPT (Zinc Pyrithine) Formula  12/23/2013 10
    11. 11. Perceptual Map Anti dandruff Head & Shoulders Head & Shoulders Clinic All Clear Life Boy More Healthy Less Healthy Sunsilk Clinic Plus Pantene Garnier Fructis 12/23/2013 Nourishing 11
    12. 12. Perceptual Map of Product Positioning High Price Garnier Fructis Dove Clinic Plus High Demand Low Demand Clinic All Clear Life Boy Head & Shoulders Sunsilk Pantene 12/23/2013 Low Price 12
    13. 13. CONSUMERS PERCEPTION: No.1 anti-dandruff shampoo  26% people use H & S  Flake free, shiny and silky hair  Reasonable price  Coolness and freshness  Good fragrance as a medicated shampoo  12/23/2013 13
    14. 14. GAP ANALYSIS: Strong formulae  Less focus on multi attributes  Late response of result  Less promotion of other attributes  Lack of awareness  Froth problem  12/23/2013 14
    15. 15. Our recommendation Use low intensity formulae  Focus on other attributes  Maintain Quality of froth  Give more awareness  Attractive Banners and Hoardings  Come up with new varieties  Promotion in rural and semi-urban areas  12/23/2013 15
    16. 16. CONT… Deliver what they claim  Focus on to promote product line depth  12/23/2013 16
    17. 17. RESULT: We analyze the gap between the company perception and the consumers perception this gap have to be reduced to retain their loyal customers 12/23/2013 17
    18. 18. 12/23/2013 18

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