4. Presented By :
JAHANZAIB
ALI
KHAN
MARIA IQBAL
SIDRA KHAN
SIDRA KHAN
SAAD MUNAMI
SYEDA WAJIHA
12/23/2013
4
5. PROCTOR AND GAMBLE:
•History of making
•250 brands in 130 countries
•Largest consumer good
•Having strongest portfolios
•Local operation across the globe
•100,000 employers
•Famous strong brands
12/23/2013
5
6. Head and Shoulders
•No 1 Anti Dandruff Shampoo
•Formulation of new element ZPT.
•Treatment of consumer’s hair and scalp
•Provides superior quality and value
•Dermatologists Recommends it for
dandruff and itchy scalp issues
12/23/2013
6
8. SEGMENTATION &
POSITIONING:
Segments based on Life style and consumers
preferences
Emphasized on smooth hair
The core segments are:
• Shiny hair
• Black hair
• Anti dandruff
• Low prices
Positioned as a Worlds no 1 Anti-dandruff
Shampoo
12/23/2013
8
9. PERCEPTUAL MAP:
Two dimensions of X and Y having
different attributes
To get knowledge about the reactions
customers have regarding products,
services, brands and market offerings
12/23/2013
9
10. COMPANY’S
PERCEPTION:
Worlds no.1 shampoo
Cleanliness and remove dandruff
Provide better scalp coverage
Gives you soft and beautiful hair
Markonym ZPT (Zinc Pyrithine) Formula
12/23/2013
10
11. Perceptual Map
Anti dandruff
Head & Shoulders
Head & Shoulders
Clinic All Clear
Life Boy
More
Healthy
Less
Healthy
Sunsilk
Clinic Plus
Pantene
Garnier Fructis
12/23/2013
Nourishing
11
12. Perceptual Map of Product
Positioning
High Price
Garnier Fructis
Dove
Clinic Plus
High
Demand
Low
Demand
Clinic All Clear
Life Boy
Head & Shoulders
Sunsilk
Pantene
12/23/2013
Low Price
12
13. CONSUMERS
PERCEPTION:
No.1 anti-dandruff shampoo
26% people use H & S
Flake free, shiny and silky hair
Reasonable price
Coolness and freshness
Good fragrance as a medicated shampoo
12/23/2013
13
14. GAP ANALYSIS:
Strong formulae
Less focus on multi attributes
Late response of result
Less promotion of other attributes
Lack of awareness
Froth problem
12/23/2013
14
15. Our recommendation
Use low intensity formulae
Focus on other attributes
Maintain Quality of froth
Give more awareness
Attractive Banners and Hoardings
Come up with new varieties
Promotion in rural and semi-urban areas
12/23/2013
15
17. RESULT:
We analyze the gap between the company
perception and the consumers perception
this gap have to be reduced to retain their
loyal customers
12/23/2013
17
Under the arms of William Procter and James Gamble it was founded in 1837. William Procter was a candle-maker and businessman and James Gamble was a soap-maker and start doing their partnership. More than 80 different countries it has the local operations across the globe and it has the head quartered in Cincinnati-Ohio in the USA.P&G is an International Company reaching out to almost the entire world population with more than 250 brands in 130 countries..Proctor & Gamble sells product under more than 50 brand names and it is the largest consumer goods company in the world.The company has one of the strongest portfolios of trusted, quality, leadership brands.P&G employs over 100,000 people from all over the world.Famous strong brands are vicks, olay, ariel, pantene, head and shoulder, pampers, safeguard etc.
Firstly, it was able to differentiate itself from other anti- dandruff shampoos by the means of introduction of new element ZPT. Over the last 50 years Head & Shoulder has significantly evolved offering a variety of shampoos and conditioners to meet consumer’s hair and scalp Head & Shoulder has significantly evolved offering a variety of shampoos and conditioners to meet consumer’s hair and scalp needs.We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. belonging to P & G gives Head & Shoulders an esteem in consumers mind and the quality maintenance with appropriate pricing gave Head & Shoulders strong respect.The biggest benefit is no more dandruff! Dermatologists recognize that regular use of head & shoulders is one of the most effective ways to help eliminate dandruff* and its signs, including a tight, itchy scalp.
Head and shoulder have the strong financial position , large Network for DistributionOur shampoo makes hair silky, smooth, shiny and soft, and leaves scalps up to 100% free from dandruffIt has the strong Consumer Trust.Not The things which make them feel the difference are best formulation which they used, the strong cleaning power, make the hair beautiful and strongEvery minute about 110 bottles of anti- dandruff formula is sold.Head & Shoulders have market share of about 30% to 40 % due to their marketing strategy.The target market of Head and Shoulder are the higher middle class and middle class people of about 15 to 65 years of aged group who have some scalp dandruff issues. Prime aspects of target audience are specially male and female of ages 18 to 45 years
The available segments could have been found based on demography, geography, pshychography or Life-style. But being an FMCG product, like shampoo, The demographic or geographic segmentation is not as important as it is based upon the life-style as well as customers preferences despite of their demography or geography. Head & Shoulders started operating in the Anti-Dandruff segment. As an added benefit it also emphasized on smooth hair.standard it's positioning from anti-dandruff to soft hair dandruff removing. Head and shoulder increase its product line depth by introducing different variants like Aloe Vera, Black, menthol, naturally clean, and smooth.
The perceptual map is two dimensions graph that is x-axis and y-axis and every axis has opposites attributes Perceptual map is use to compare product with perception of customers.
Cleanness and Remove dandruff provides better scalp coverage to get rid of even the tiniest dandruff flakeWhat's more it gives you soft, beautiful hair that's closer to the look you want.The brand used the Markonym ZPT (ZincPyrithine) Formula which has anti-fungal properties as its differentiator
Consumer prefer head and shoulders due to its reasonable priceHave a menthol flavor gives your hair cool freshness hairGood Fragrance is also its positive point because most of the medicated shampoo do not have good smell and people feel fresh after using it
The formula of head and shoulders is strong due to which it damage the scalp and create hair falling problem.Not focus on the promotion of silky,smooth and shiny hairsTake time for effectice resultPromote other attributes less in advertismentsthe perception of consumer is that the head and shoulders is only male oriented product so 60% of females neglect the product because of this perception70% of customers are not satisfied with the product they claimed that it has some issues like "we have to consume it more than other shampoos due to less froth".Promote less
