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Perceptual map of Head and shoulder

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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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