Keep Hair Fresh and Dandruff-Free with Head & Shoulders

COLOMBIA Websites
http://www.headandshoulders.com.co/es-CO/index.jspx

UNITED
STATES
http://www.headandshoulders.com/en-US/index.jspx

CZECH
REPUBLIC
http://www.headandshoulders.cz/cz-CZ/index.jspx

Protección caida
Humecta

Sensitive con aloe
Menthol refrescante
Relax con eucalipto

Citrus fresh
For men
prevención
caida
Pureza y
brillo

Manzana fresh
Limpieza
Suave y manejable 2 en 1
renovadora

Ocean lift Clinical strength
Classic clean
Extra strength for Dry scalp care with almond oil
men
Extra strength
Refresh
Old spice
Deep clean
Green apple
Active sport
Citrus breeze
Sensitive scalp care
with aloe Vera
Extra volume

Itchy scalp care with eucalyptus
Smooth & silky New damage rescue collection

Classic clean
Sensitive scalp care
Fresh citrus

Extra volume

Menthol

Hair fall defense

Hair endurance
for men

Ocean energy
Moisturizing scalp care

Classic Clean / Limpieza
renovadora
Limpieza renovadora

Classic Clean

Product components
Active ingredient:
Pyrithione zinc 1%
Inactive ingredients: Water, sodium laureth sulfate, sodium lauryl
sulfate, cocamide MEA, zinc carbonate, glycol distearate,
dimethicone, fragrance, cetyl alcohol, guar hydroxypropyltrimonium
chloride, magnesium sulfate, sodium benzoate, magnesium carbonate
hydroxide, ammonium laureth sulfate, benzyl alcohol, sodium
chloride, methylchloroisothiazolinone,methylisothiazolinone, sodium
xylenesulfonate.
Package
200 ml
300 ml
400 ml

Post-sales Service
Colombia is ready for a website where you can find ways
to use extra information and can ask questions to experts
about the product company.

http://www.headandshoulders.com.co/es-
CO/preguntas-frequentes.jspx

Product components
Active ingredient:
Pyrithione zinc 1%
Inactive ingredients: Water, sodium laureth sulfate, sodium lauryl sulfate, cocamide
MEA, zinc carbonate, glycol distearate, dimethicone, fragrance, cetyl alcohol, guar
hydroxypropyltrimonium chloride, magnesium sulfate, sodium benzoate, magnesium
carbonate hydroxide, ammonium laureth sulfate, benzyl alcohol, sodium
chloride, methylchloroisothiazolinone,methylisothiazolinone, sodium
xylenesulfonate.

Package
200 ml
300 ml
400 ml

Post-sales Service

For the United States can be found on the website
use forms, frequently asked questions, and also to
express through this questions and get advice
about what the shampoo benefit you most.

http://pg.custhelp.com/app/answers/list/p/62

Post-sales Service

For the Czech Republic you can find reviews
and FAQs and forms of use, but there is a
form to ask questions to experts from the
company about the product.

Mark
The word Head: refers to hair, because
it is a product that solves the problem
of dandruff and hair loss.
The word Shoulders: explains that the
problem of dandruff can produce that
which it falls on the shoulders causing a
bad experience
The legend "100% no sign of dandruff,
falling 90% less" speaks about H & S
provides the security of having a 100%
healthy hair, avoiding the fall.
• Their logo is based on blue and white color
that means freshness and serenity.

• The logo is the same one in all the three
countries

Corporate identity

• Was founded in 1937 in United States

• Is a multinational consumer goods

• has a presence in over 160 countries

http://www.facebook.com/PGColreclutamiento

http://www.pg.com/en_US/index.shtml

http://www.youtube.com/watch?v=VbGW7eMDy-M

In this commercial appears Andrea Serna, who is a recognized presenter
in Colombia, she talks about is really head and shoulders removes
dandruff and leaves hair clean. In the commercial show this presenter
because is a model for many people and is well known in Colombia.
They are trying to position you head and shoulders makes hair dandruff
free and clean, also show a test to know that H & S serves and convince
people. Because every culture in Colombia enters the eye "seeing is
believing".
In the commercial Andrea Serna is happy and cool at work, which gives
the impression that if you use the shampoo you can work all day
without problem, happy and clean hair. They try to sell in the TV Spot, to
the people who care very much for the care of your hair.

Market Segment
Men and women aged 18 to 40 years, stratum 3 - 4
to 5, single and married, located on the urban side
of the region. People who receive at least
minimum wage. The products is designed for
people working almost 24 hours a day and are
related to several people at work, in addition to
their personal appearance need to have your hair
clean, fresh and no trace of dandruff.

http://www.youtube.com/watch?v=dU9rX9En34U&feature=bf_
prev&list=PL7601DC65A783053B

In the commercial the direct message is that your hair will be clean and
dandruff-free, it also talks about the 7 benefits that you have when you
use a bottle of head and shoulders shampoo.
The peripheral message that the commercial is trying to give us is that
your hair will look as soft and as clean as the hair of the football players
what they want you to do is to buy the product so your hair looks like
theirs. Also when troy asks them if they’ve use his shampoo what they
are trying to give us is that the shampoo is so good that everybody
wants to use it too.

Market Segment
Men and women from 15 to 45 years of
age, married or unmarried, athletes or
sedentary people located on the urban
side of the region, Stratum 3, 4 or 5 that
are socially active worried about having
their hair clean and dandruff-free.

http://www.youtube.com/watch?v=q_3HZcttc-Y

The commercial spot focused on the Czech Republic is
about one guy who was fully occupied previous day and
next day won´t be getting better. Then fresh feeling of
early shower digs straight in your head. They want to try
to position in your head, that the life with Head and
Shoulders is simply. Like: „So, Let´s start a new day, don´t
worry about anything“ ! Further now Head-and-
shoulders shampoos make head skin cleaner than ever
before and remove drandruff and grimes. The people
are very stresfull and live in period of chaos and
uncertainty of future. This step is a very good idea to
calm people and gain their confidence.

Market Segment
The spot about Head & Shoulders is focus on men
and women at the age of 25 - 45 years, stratum A, B,
C (High and medium social life) and single and
married people. These products are designed for
people, who pay attention to yourself, they are in a
daily contact with other people and they are also
hardworking and busy all the time, because this
shampoo guarantees them a fresh feeling.

Stratum C. Republic
Indication Category Typical profession

A High middle class Doctor, accounting

B Middle class Teacher, nurse

C1 Lower middle class Student

C2 Trained Working class Installer, Bricklayer

D Working class Shop assistent, Fisher

E Lower class Pensioner

Attributes
Dandruff-free & Fresh
The hair has become in
recent years one of the
Colombians in body parts
more carefully by both men
and women, and one of its
main attractions in personal
and social relationships.

Treatment, care and cleaning
of it has led to the
emergence of a large market
sector.
http://es.scribd.com/doc/45179808/Informe-
Final-Sector-Cosmeticos

Preferences
The Colombian consumer is willing to buy shampoo provided that
such products will provide a cosmetic benefit.
Quality versus quantity is imposed, so the family shampoos continue
to lose weight in the overall market.

Colombian consumer placed before the line of shampoo
and make a decision about the product you choose is not
an easy task today.

The formats now are smaller (300 cc container is the most
demanded, with 30% of total volume), reflecting the fact
that families are formed by fewer members, and even
each adapted to use a shampoo their needs.
Año 2006 Año 2007 Año 2008
Segmento Volumen% Valor% Volumen% Valor% Volumen% Valor%
Niños 13.6 8.8 13.4 8.2 14.9 8.3
Suavidad 10.2 11.1 8.8 9.7 10.3 10.2
Anticaspa 5.6 11 6.1 11.9 7.2 12.9
Champu+ acondicionador
23.3 33.9 23 32.4 23.6 31.9
Cosmeticos 12.1 18.4 13.8 20.6 13.5 21.4
Graneles 12.9 4.1 10.8 3.3 8.7 2.5
Resto 22.2 12.7 24 13.9 19.8 12.8
TOTAL 100 100 100 100 100 100

MERCADOS DE CHAMPU PARTICIPACION POR SEGMENTOS (2006, 2007 Y 2009)

http://es.scribd.com/doc/45179808/Informe-Final-Sector-Cosmeticos

Relationship between the attributes and behaviors:
The importance that has taken the hair have a clean, beautiful and
manageable have linked not to conduct credible, so the attribute used
to position not only a person well known to the national
entertainment, but relate it to their hostess job (which is to seek the
truth and to see to believe becomes a rule) and promotes the
consumption among the people so that they check their attributes
"such-dandruff not lose confidence but you earn".

Myths About Baldness in Colombian society.
http://www.ladyinredmagazine.com/salud/salud/274-mitos-y-realidades-sobre-la-calvicie

Attributes
Dandruff-free & Cleanliness
Wash or not wash your hair daily?
An average woman spends in either washing,
drying or styling your hair, about 2 ½ hours a
week, trying to make it look good, only in this
aspect of your image, but is it good to do this
routine every day?

According to a survey by the American magazine
Women's Health, 40% of women use shampoo
every day, and the remaining 60% of them have
decided to leave the daily routine of washing to
get a more healthy and shiny hair.
http://medicinafamiliar.uc.cl/html/articulos/077.html

Celebrities like Jessica Simpson have
declared it and get better results when
washing your hair once or twice in 15 days.
Therefore it has become a trend for this
practice among American women.

"I do not need to wash your
hair health every day," says Dr.
Amy McMichael, a
dermatologist at the School of
Medicine at Wake Forest
University in the United States.
The habit has developed
because of a culture of health
that seeks the good odor, which
by necessity. However, there is
Dr. Pamela G. Rojas, PUC Family Physician
no scientific evidence that
proves that you do wash it less http://bienestar.salud180.com/salud-dia-dia/lavarse-o-
days be healthier. no-lavarse-diario-el-cabello

Relationship between the attributes and behaviors:
In North American society there is a tendency for women to stop using
the shampoo every day, as people from the international celebrity and
very recognized stylists say they've done better leaving daily use,
supported this for female dermatologists and groups beauty.

To which advertising campaigns are moving a little more in the segment
of men, are hit hardest them dandruff and focusing on cleaning and
hygiene is another very important factor within this culture. That's why
we put an athlete's most popular sport in the United States (American
football) and higher medalist Olympic history and promote the 7
benefits: (Benefit # 1: Fights Dryness, # 2: Calms Itch , # 3: Relieves
Irritation, # 4: Reduces Redness, # 5: Controls oiliness, # 6: Removes
Flakes # 7: Leaves Hair Beautiful).

Attributes
Dandruff-free & Healthy Scalp

http://www.vyplnto.cz/realizovane-pruzkumy/nabidka-samponu-na-ceskem-tr/

http://www.vyplnto.cz/realizovane-pruzkumy/nabidka-samponu-na-ceskem-tr/

Promotion
Head and Shoulders has had many promotions, considering the passion for the
sport in Colombia. For example in 2010 was promoting "Journey to South Africa
with Gillette, Duracell and Head and Shoulders"
This year in May, P & G made a similar promotion called "with Gillette Colombia
and Head & Shoulders earns trip to London Olympics 2012"
So, the consumer must purchase more products from these brands
to have more chances to win.

http://www.promoydescuentosblog.com/2012/06/gillette-y-head-shoulders-te-llevan-los.html

Other promotions by H & S is offering discount on second unit

P&G also makes promotion for Head & Shoulders, promoting one
of its products as Oral B

Real pictures

Promotion
Head and shoulders and P&G strategy is to promote and sponsor
the Olympic Games and they also sponsor good athletes. They
also give you more products from P&G if you buy head and
shoulders products. They also got coupons to give to people so
the head and shoulders bottle gets cheaper.

http://save.ca/home/?type=mail

Promotion
H&S Czech Republic, P & G Proud sponsor of moms, London
Olympics 2012, P & G, the Olympic sponsor
Procter & Gamble also
prepared a series of
promotional videos called
Thank you, Mom! That from
the perspective of mothers
tells about education
Olympians.
Procter and Gamble
offered many trips for
children and mums during
the holidays 2012.
http://www.mediar.cz/sponzor-letni-
olympiady-procter-gamble-ma-v-londyne-
dum-s-propagacni-vystavkou/
http://www.dekujimaminko.pg.com/cz_CZ/sportovnitabor.shtml

Thousands of athletes have trained hard for
the Olympic Games, the brand head &
shoulders has launched a new type of
shampoo sports fresh.
Whether you're faced with any challenge, head & shoulders shampoo
fresh sports is the best way to start your day and give you the
confidence and the courage.

Spirit shampoo Head & shoulders sports fresh is
Michael Phelps, the Olympic swimmer and world
ambassador for the brand.
http://zena-in.cz/clanek/hrej-s-novym-head-shoulders-sports-fresh/kategorie/vlasy

http://www.mall.cz/sampony-lupy-vypadavani-vlasu/head-shoulders/

Channel of distribution

In Colombia can be found Head &
Shoulders in places like
supermarkets and drug stores in
its 3 presentations.

In places like grocery
stores consumers can
find H & S in small
packages

The way of how they distribute the product in the states or the
channels of distribution are, supermarkets and drug stores,
supermarkets as Walmart, target, Kmart and big drug stores such as
Walgreens and CVS pharmacy


Products are mostly distributed to the supermarkets,
chemist´s and many distributors sell products of H&S in
their e-shops.

Keep Hair Fresh and Dandruff-Free with Head & Shoulders

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