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MARKETING THEORY& PRACTICE

GROUP MEMBERS:
Baber Ahmad
Waqar Ali Khalid
Waqas Khalid
Zia-ul-Mustafa
Zulfiqar Ahmad
3
Objectives

 • Introduction
 • Opinion of the people
 •   Product
 •   Price
 •   Placement (distribution)
 •   Promotion
 • Comparison
 • Conclusion & recommendation
                                 4
Introduction
• Head & shoulder product of P&G.
• Basically anti dandruff shampoo.
• Three flavors.




                                     5
Opinion of people
• Shampoo using by
  people


                        HEAD&SHOLD
                        ER
            10%
      13%               SUNSILK
                  47%
                        PANTEEN
       30%
                        other




                                     6
Opinion of people
• Satisfaction from used shampoo.




              9% 0%          Satisfied
        21%
                             Dissatisfied
                             Some what
                      70%




                                            7
Opinion of people
• How many are they using.

Mostly are using from 2 to 3 years.




                                      8
Opinion of people
• Affordability for
  people.



           29%
                            Satisfied
                            Dissatisfied
                      71%




                                           9
Opinion of people
• About Head & Shoulder. Why not
  using.



           19%   9%
                           Affordablity
                           Satisfied
                           Other Reason
                 72%




                                          10
Gender wise
• Female
• Male




       40%
                    Male
              60%   Female




                             11
By Age
• Young
• Middle to old age
• Children


          13%   7%
                            Young
                            Middle Age
                            Children
                      80%




                                         12
Dandruff or silky hair
• Dandruff
• Silky hair



               20%
                           Dandruff
                           Sliky
                     80%




                                      13
Opinion of people
• Availability of Head & shoulder.




           18%
                              Available
                              Not Available
                    82%




                                              14
Opinion of people
• Availability of original quality.




                                 Available
         50%             50%     Not Available




                                                 15
Opinion of people
• Required changes for Head &
  Shoulder.



                    25%
                            Required
                            Not Required
          75%




                                           16
Opinion of people
• Flavors of shampoo.




          32%
                              Satisfied
                              Dissatisfied
                        68%




                                             17
Opinion of people

  -High price.
  -No Available in Original quality.
  - No More flavors.
  - female customers are dissatisfied.




                                         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
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
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
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
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
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
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
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
Integrated marketing communication
strategy
• 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
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
29
Comparison

 • Flavors
   - others have many Flavors
     Such as Panteen and Sunilk.
 • Features
   - dandruff control +long hair.



                                    30
Comparison


 • Quality
  - same quality as others.
 • Price
   -same price as competitors.




                                 31
Conclusion


 • One third population use head &
   Shoulder.
 • Mostly are satisfied
 • Quality is not up to the standards.




                                         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
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
Thanx

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Head & soulders

  • 1.
  • 2. MARKETING THEORY& PRACTICE GROUP MEMBERS: Baber Ahmad Waqar Ali Khalid Waqas Khalid Zia-ul-Mustafa Zulfiqar Ahmad
  • 3. 3
  • 4. Objectives • Introduction • Opinion of the people • Product • Price • Placement (distribution) • Promotion • Comparison • Conclusion & recommendation 4
  • 5. Introduction • Head & shoulder product of P&G. • Basically anti dandruff shampoo. • Three flavors. 5
  • 6. Opinion of people • Shampoo using by people HEAD&SHOLD ER 10% 13% SUNSILK 47% PANTEEN 30% other 6
  • 7. Opinion of people • Satisfaction from used shampoo. 9% 0% Satisfied 21% Dissatisfied Some what 70% 7
  • 8. Opinion of people • How many are they using. Mostly are using from 2 to 3 years. 8
  • 9. Opinion of people • Affordability for people. 29% Satisfied Dissatisfied 71% 9
  • 10. Opinion of people • About Head & Shoulder. Why not using. 19% 9% Affordablity Satisfied Other Reason 72% 10
  • 11. Gender wise • Female • Male 40% Male 60% Female 11
  • 12. By Age • Young • Middle to old age • Children 13% 7% Young Middle Age Children 80% 12
  • 13. Dandruff or silky hair • Dandruff • Silky hair 20% Dandruff Sliky 80% 13
  • 14. Opinion of people • Availability of Head & shoulder. 18% Available Not Available 82% 14
  • 15. Opinion of people • Availability of original quality. Available 50% 50% Not Available 15
  • 16. Opinion of people • Required changes for Head & Shoulder. 25% Required Not Required 75% 16
  • 17. Opinion of people • Flavors of shampoo. 32% Satisfied Dissatisfied 68% 17
  • 18. Opinion of people -High price. -No Available in Original quality. - No More flavors. - female customers are dissatisfied. 18
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. Integrated marketing communication strategy • 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
  • 28. 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
  • 29. 29
  • 30. Comparison • Flavors - others have many Flavors Such as Panteen and Sunilk. • Features - dandruff control +long hair. 30
  • 31. Comparison • Quality - same quality as others. • Price -same price as competitors. 31
  • 32. Conclusion • One third population use head & Shoulder. • Mostly are satisfied • Quality is not up to the standards. 32
  • 33. 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
  • 34. 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
  • 35. Thanx