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Head & soulders
The document analyzes Head & Shoulders shampoo marketing in Pakistan. It finds that while Head & Shoulders is one of the most popular shampoo brands, used by about 1/3 of the population, some customers are dissatisfied with quality and pricing issues. It recommends that P&G improve quality, introduce new flavors and packaging options, make the product more affordable and accessible, and run strong marketing campaigns to increase awareness of Head & Shoulders features.
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Head & soulders
- 2. MARKETING THEORY& PRACTICE GROUPMEMBERS: Baber Ahmad Waqar Ali Khalid Waqas Khalid Zia-ul-Mustafa Zulfiqar Ahmad
- 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 silkyhair • 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 ofproduct • 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…) • Productattribution - 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 priceof 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…) • Newproduct 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…) • Priceadjustment 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…) • Graphicalpricing 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.
- 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 • Onethird population use head & Shoulder. • Mostly are satisfied • Quality is not up to the standards. 32
- 33. Recommendation • Theprice 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 • Strongawareness 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.