This document outlines a 10 step marketing plan for Head & Shoulders shampoo. Step 1 identifies the primary target market as males and females aged 18-35 with dandruff problems from middle to upper social classes who lead active lifestyles. Step 2 discusses the needs, wants and demands of this target market which include health, hygiene, self-esteem, sense of belonging and confidence. Step 3 maps out the direct and indirect competition and competitive positioning. Step 4 discusses identifying gaps in the market. Step 5 provides the size of the Philippine market at 24 billion pesos. Steps 6-9 outline the product variants, promotion strategies including TV, print and social media ads, pricing which varies by variant, and distribution