Uploaded byAbhijat Dhawal
Abhijat head and shoulders
The document discusses the brand Head & Shoulders anti-dandruff shampoo. It summarizes key aspects of the brand including its introduction of ZPT to differentiate itself, creation of variants to appeal to consumer needs, strong marketing campaigns due to backing from P&G, and use of attractive packaging with fresh scent. Consumer research found quality and value for money were the top reasons for purchasing Head & Shoulders, and TV was the primary source of advertisement exposure.
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Abhijat head and shoulders
- 1. A brand ofanti-dandruff shampoo produced by Procter & Gamble "I never knew you had dandruff" Presented By Abhijat Dhawal A010
- 2. Do you havean 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 hairguaranteed"
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- 5. 57/12/2013 Perceptual Map ofProduct Positioning Anti dandruff Nourishing More mild Less mild Head & Shoulders Clinic All Clear Fiama de wills Garnier Fructis Sunsilk Clinic Plus Pantene
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- 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, belongingto 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.
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- 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