2. MARKETING THEORY& PRACTICE
GROUP MEMBERS:
Baber Ahmad
Waqar Ali Khalid
Waqas Khalid
Zia-ul-Mustafa
Zulfiqar Ahmad

3. 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 silky hair
• 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 of product
• 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…)
• Product attribution
- 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 price of 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…)
• New product 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…)
• Price adjustment 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…)
• Graphical pricing 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. 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
• One third population use head &
Shoulder.
• Mostly are satisfied
• Quality is not up to the standards.
32

33. Recommendation
• The price 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
• Strong awareness 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. Thanx