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Abhijat head and shoulders

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Abhijat head and shoulders

  1. 1. A brand of anti-dandruff shampoo produced by Procter & Gamble "I never knew you had dandruff" Presented By Abhijat Dhawal A010
  2. 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. 3. “Thicker and fuller hair guaranteed"
  4. 4. Reason behind H&S
  5. 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. 6. What Customer Says
  7. 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. 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. 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. 10. Segmentation
  11. 11. Demographics Segmentation
  12. 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

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