1. A brand of anti-dandruff
shampoo produced by
Procter & Gamble
"I never knew you had
dandruff"
Presented By
Abhijat Dhawal
A010

2. Do you have an idea
of Consumption
Chain?
What’s The NEED ??
 Improves scalp health and provides
balanced conditioning for soft,
manageable hair.
 Provides a moisturized flake-free scalp and
protects dry hair from damage and dryness
to reduce split ends and breakage
 Improves scalp health and calms dry frizzy
hair to restore a silky smooth look

3. “Thicker and fuller
hair guaranteed"

4. Reason behind H&S

5. 57/12/2013
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

6. What Customer Says

7. Why Head & Shoulders
0
5
10
15
20
Daily Twice in a week Weekly Monthly
Daily
6
Twice in a week
20
Weekly
14
Monthly
8
Series1
 Firstly, it was able to differentiate itself from other anti- dandruff
shampoos by the means of introduction of new element ZPT.
 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.

8.  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.
 Fourthly, it’s innovative campaigns and pervasive ways of
promotion made the consumers well aware about Head &
Shoulders.
Quality
59%
Value for money
29%
Fragrance
6%
Others
6%
Quality
Value for money
Fragrance
Others
Consumer Says

9. News paper, 4%
TV, 70%
Word of mouth, 17%
Others, 9%
News paper
TV
Word of mouth
Advertisement
Product packaging
 The product has eleven varieties with five SKUs each ( 2 ml and 3
ml sachet, 100ml, 200ml and 400ml pack).
 The product uses attractive white and royal blue combination
as its base packing.
 The product uses a freshness essence in it’s packaging which, in
consumers mind, creates a positive impression.

10. Segmentation

11. Demographics Segmentation

12. References
 http://www.newyorkfed.org/research/staf
f_reports/sr4.pdf
 http://news.headandshoulders.com/abo
ut/fact_sheets
 http://www.reportlinker.com/p01109318/H
ead-Shoulders-Establishing-a-mass-
consumer-brand.html