Project Report On Head And Shoulders Shampoo Marketing Essay

Project Report On clearance And Shoulders Shampoo Marketing EssayINTRODUCTIONProcter Gamble(PG) is an American smart set headquartered in downtown Cincinnati, Ohio, USA. Its reapings include foods, beverages, cleaningandpersonal c are returns. In 2011, PG recorded $82.6 billion dollars in sales.Fortunemagazine ranked PG at fifth place of the Worlds Most Admired Companies list, which was up from sixth place in 2010. Procter Gamble is the only Fortune 500 Comp either to issue C Share common stock.As of July 1, 2011, the company structure is categorized into two Global Business Units with each one further divided into Business Segments correspond to the companys 2011 Annual Report. Dimitri Panayotopoulos is Vice Chairman of Global Business Units.The following particle constitutes of PG subscriber lineBeauty segmentGrooming segmentHealth Care segmentSnacks Pet Care segmentFabric Care Home Care segmentBaby Care Family Home Care segmentManufacturing operations are based in the f ollowing regions United Sates of America, Europe, Canada, China (31 wholly owned calculateies and different part of Asia, Philippines, Africa, Mexico, Australia, Latin America.About the noticeHead Shouldersis a gradeof anti-dandruffproduced byPGMatt Elliott got Procter Gamble seekers to start making a new anti-dandruff wash in 1950. Nearly a decade of research went into making a new formula, which introducedpyrithione zinc into the shampoo. It was first introduced to the U.S. jibeet place in November 1961 as a blue-green shampoo formula.Head Shoulders is the worlds number one anti-dandruff shampoo. A power discoloration from PG, this fall guy made it debuted in India in year of 1997. In the highly competitive shampoo market, which is estimated to be worth around Rs.1800 Cr, HS is a major participant in the anti-dandruff niche.The entire shampoo market was dominated by HUL with whopping market share of around 46% when the brand was launched in India, the anti-dandruff ma rket was in its nascent stage and dominated by Clinic-All- slip by. The high profile launch of HS fueled the growth of this specialty market. Now anti-dandruff segment constitute around 15% of the shampoo market moreover PG is the global market leader in the retail hair care market with over 20% of the global market share behind Pantene and Head Shoulders. gibe to PGs annual report of 2011, the Beauty and grooming market share which primarily deals with the beauty segment constitute of % of kale sale of 24% and percentage of net earning account to 23% for PG. The prominent brand is Head and Shoulders in this segment.Strategic Planning ModelsSWOT analysis of Head ShouldersStrengthWeaknessInternational brand with great brand equity.Only segmented as an anti-dandruff shampoo whereas the competitor has wide range of shampoos with different features. powerful financial position in market.Mostly perceived as a harsh shampoo.Brand loyalty.Less emphasis on other new research based ingre dients and formulas. mellow quality Services.More specific to male gender.Availability of products in different demographics areas, pricing and market good-will.Large network for distribution.OpportunitiesThreatWith the inclusion of FDI policy, PG can revive its brand equity.Inflation in Indian economy.Expansion of market aimed towards all age groups, including middle aged women which has significant market share.High competitive market with new entrants like Loreal and Dove in shampoo segment.Have a great fortune in new developing areas of India.BCG ground substance of Head ShouldersBCG matrix stands for Boston consulting group. This is also known as Growth-Share matrix. This matrix helps us to classify a business of a company in four-spot categories namely- Star, Question mark, Cash Cows and Dogs. The details of each are given as followsStars This tiles represents the high growth rate and high market share i.e. the business is leader in its area.Cash Cows This tile represen ts high relative market share and low market growth rate.Question mark present the growth rate is high but the market share is relatively low.Dogs This is segment where the growth rate is slow and has low market share as in the business is lagging behind considerably.Head and Shoulder can relatively be positioned in between the cross-sectional area of Question mark and Star. The reason can be The market share of HS is low but the growth rate is high. HS demand to re-plan and revise it marketing plan as the opportunity is ample which can make into star category completely.Customer ValueCustomer value can be defined as the consumer get in return to their money. The performance of a company is measured how the product or services gives the customer value in compare to what the competitor are offering. here(predicate) HS claims that the shampoo delivers 100% dandruff-free hairs even with low price, hence we can state that HS delivers good customer value and satisfaction level.The valu e delivery chains relates it-self to beat out chain i.e. how it partners with suppliers and distributions from formulating raw material and distribution of its produced. HS being a PGs daughter company, takes a good leverage of good distribution channel and supply chain. conspicuously HS sold in India is mostly shipped from Gulf countries. With the introduction of sachets of denomination Rs.1 and Rs.3, HS reached the rural market easily. With more and more free sample distribution and blind-test, the company is kind of successful in value delivery chain.Marketing planHS is basically a product for men and women with dandruff and scalp problems. The want to acquire proper hygiene, economize a healthy scalp and hair to gain the right confidence and have a sense of belongingness as they socialize/interact with other. The gap is that the other shampoo brands tenseness on enhancing or improving hair-condition.Marketing mix and Strategy HS removes dandruff and stops it from coming bac k in just one wash, with a product range that suits various hair and scalp needs. It uses T.V ads, print ads, sponsorship, sales promotion and social media. HS hired actor Saif Ali Khan and actress Kareena Kapoor for their promotional activities. Nationwide distribution of HS is good.Marketing environment- Micro and MacroThere are two types of environment which company deals with macro environment and micro environment.Micro environment are as followsCustomerStakeholderMediaPublicCompetitorSupplierEmployeeMacro EnvironmentPolitical EnvironmentTechnological EnvironmentSocio-cultural EnvironmentEconomical EnvironmentConsumer Buying wayMen and women need to address their hygiene, scalp health, social needs, self-actualization needs. They choose HS over other anti-dandruff shampoos because of the following reasonProduct awareness, impellingness, technology used, price, packaging, popularity of endorses, credibility of the manufacturing company.Men and women sojourn the following when the use HSDandruff eliminationRevitalize scalpRemove itchy scalpStop root cause of dandruffStops dandruff from coming backCools and refreshes the scalpRemove visible flakesMore confidence in interacting and socializing with other people.Maslows Hierarchy of NeedsIt probably safe to say the best theory of motive is Maslows. Maslow hypnotized in either human being there exist a hierarchy of five needs.PhysiologicalSafetySocialEsteem egotism actualization.Untitled.pngMarketing ResearchMarketing research tools used by HS-Quantitative tools- HS undertook research to generate new ideas for the product and market development. The researches engaged the customers in exposit discussion over different features of their products. As a result the personal interaction between the researches and the consumers was high, the major qualitative tools used by HS includedfocus group discussionsin- habitation visitsin context visitsin-store interviewsFocus group discussions Here, a group of people w ho uses the HS shampoo in brought under a discussion about the every aspect of it including quality, after-use satisfaction, thoughts of the user etc. The discussion is presided by a moderator who takes notes and feedback of the customers.In-Home visits This technique is more used in western countries where the product is taken to a home and then feedback is taken from a individual.In context visits To observe to practical difficulty consumer faces. Apart from gaining information on the way consumer actually uses a product, the police detective elicits theirs opinions on the product and weather they wish to suggest any modification.In-Store visits HS used this strategy extensively to gather the information from the consumer right from where it buys the product. The surveyor uses some questionnaires to know the consumers opinions which helps the company to develop further strategy.Segmentation, Target and PositioningSegmentation A market segment consists of a group of customers who share a similar set of needs and wants. Rather than creating the segments, the marketers task is to identify them an decide which ones to target.The avail sufficient segments of HS can be found based on demography, geography, pshychography or life style. But being an FMCG product a shampoo brand like HS the demographic and geographic segmentation is not as important as it based upon the life-style as well(p) as customer preferences despite of their above segmentation. The core segments areAnti-dandruffblack hairshiny hairlow-priceHS started operating in the anti-dandruff segment. As a added clear it also emphasized on smooth hair. In India, shampoo of HS mostly segmented on basis of age and their wants. Its choose men and women of twenty to 35 age. Here they targeted them with different strategy like mind-set, social need and other factor.Target MarketTarget market is the section of consumer which the business has decided to put marketing efforts. Target market is done after segm enting where they filter out the localized group and choose a particular section of consumer so that their product provides adequate brand equity and brand value.The target market for HS are the higher middle class people who are brand conscious, early adoptive parent and who care about the overall health of their hair. HS targets the people of middle age men ( in the beginning) having scalp and dandruff problems. At the initial period of its marketing strategy, it showed ad which show the facts with only one use of the product, the shampoo gives almost 100% relief from shampoo. It introduced many other features like menthol, volume boost, hair-fall therapy for the college going youth and tender professional with hair conscious. HS took the advantage of physiological mentality of this user group with adopting ads where prominent actors were used.PositioningBrand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand ac tivity has a common aim is guided, directed and delivered by the brands benefits/reasons to buy and it focusses at all points of contact with the consumer.Brand positioning must make sure thatIs it unique/distinctive vs. competitors ?Is it significant and encouraging to the niche market ?Is it appropriate to all major geographic markets and businesses ?Is the hint validated with unique, appropriate and original products ?Is it sustainable can it be delivered constantly across all points of contact with the consumer?Is it helpful for organization to achieve its financial goals ?Is it able to support and boost up the organization ?HS is positioned as anti-dandruff product which clear flakes with one wash. As the market leader it has successfully acquired the niche market of anti-dandruff segment. The effective distribution channel and deep penetration in the rural market has boosted up the sales in past year making it a leader. According to annual report of HS 2011 the quote states HS was relatively small, primarily north American brand a decade ago. We invested in combination of marketing and product innovations and began to detonate the brand globally. Since then w have more than tripled sales and HS is now the largest shampoo brand in the world.QuestionnairesHow often do you use a shampoo ?a. Daily b. Alternatec. Weekly d. Not in a regular basisFrom the 5 shampoo listed below which one you use?a. Sunsilk b. Pantenec. Clinic All Clear d. Head Shouldere. Dove f. If any other, please specify ______________While buying a shampoo, which option you keep in mind ?a. Price b. timbrec. Brand d. Hair Type.While buying a shampoo, which of the below listed options, do you consider in hair type?a. Smell b. Moisturizing Capabilities c. Clarifying Capabilitiesd. Shine factor e. Shampoo Colour f. Volumizing Capabilitiesg. Other please specify ____________________How many different shampoos have you used in the past 6 months?a. 1 b. 2 c. 3d. 4 e. 5 f. Will you care to sp ecify _______6. Do you prefer to buy a sachets or bottled one?a. Sachets b. Bottled7. Are you concerned about any chemicals that could be considered harmful to your scalp?a. Yes b. Noc. Please specify ___________8. How do you perceive Head Shoulder brand?Specify ________________________________9. Would you be interested in a free sample?a. Yes b. No10. Have you ever taken a scalp or a hair quality test clinically?a. Yes b. NoIf yes, would you like to share you outcome? ___________________________________11. Who influence you to purchase a brand ?a. Family b. Doctor c. Advertisementd. Self e. OtherName _______________________Gender virile/ FemaleMobile Number _______________Email ID _____________________