Introduction:

Procter & Gamble started its operations in Pakistan in 1991 with the goal of becoming
the finest global local consumer goods company operating in Pakistan. With commitment
came growth, and in 1994 we acquired a soap-manufacturing facility, a sprawling 7-acre land
at Hub, Balochistan and in 2010 established a state-of-the-art laundry detergent plant at Port
Qasim, Karachi.

As a company they have always believed in the potential Pakistan has as a country and a
nation to develop and excel. No wonder P&G Pakistan, within the last 12 years, has
reinvested over $150 million in Pakistan and has contributed close to seven billion rupees to
the Pakistani government's revenues over the last 5 years in the form of sales tax, customs
and excise duties. That is also why 80% of the jobs that P&G Pakistan creates in Pakistan are
held by Pakistanis. All this makes P&G a more locally involved company than many
companies actually headquartered in Pakistan.

Since the inception of P&G Pakistan, they have always committed ourselves to business
growth, consumer satisfaction and community development.

Head & Shoulders (H&S) is an American brand of anti dandruff and non
dandruff shampoo produced by parent company Procter & Gamble that was introduced in
1961. A power brand from P&G, this brand made its debut in Pakistan in 1991. In the highly
competitive Pakistani shampoo market which is estimated to be worth around Rs 1800 crore,
Head & Shoulders is a major player in the Anti-Dandruff niche.
Head & Shoulders Products Overview:
Silky Black Shampoo
Classic Clean Shampoo
Moisturizing Scalp Care Shampoo
Refreshing with Menthol Shampoo
Anti-Hair Fall Shampoo
Itchy Scalp Care Shampoo
For Men Hair Fall Defence Shampoo
Lively And Silky 2-in-1

Silky Black Shampoo:

 Richly indulgent anti-dandruff shampoo for dry, damaged or frizzy hair
 Leaves hair up to 100% dandruff free
 Gentle enough for everyday use, even for color or chemically treated hair.
 Formulated with Head & Shoulders’ Fresh Scent Technology featuring enhanced
fragrance notes for an improved in-shower scent experience

Classic Clean Shampoo:

 Get rid of dandruff with a formula that's tough on flakes but gentle enough to use
every day
 With new 3-action formula that cleans, protects -and moisturizes
 For unbelievably beautiful hair that’s up to 100% flake-free

Moisturizing Scalp Care Shampoo:

 Almond oil is rich in vitamin E which is soothing and fights against free radicals, as
well as other vitamins, minerals and fatty acids which all improve the overall health
and appearance of the scalp and hair
 Restore your scalp’s natural moisture balance with a shampoo designed for dry scalp
 Formulated with moisturising almond care
 With new 3-action formula that gives you unbelievably beautiful, 100% flake-free
hair

Refreshing with Menthol Shampoo:

 Head & Shoulders Refreshing with Menthol Shampoo provides zero degree cooling
freshness for hair and scalp, with mint.
 Get rid of dandruff with a cool, refreshing feeling
 New 3-action formula cleans, protects and moisturizes
 Cleans and removes oil to leave you up to 100% flake-free conditioners, and hair and
scalp treatments
Anti-Hair Fall Shampoo:
 Curling, flat-ironing and too much heat— put your hair and scalp through a lot. But
with Head & Shoulders Anti-Hairfall Shampoo, can help repair damaged hair to
create smoothness with every wash, leaving you with up to 10X stronger
 Formulated with Head & Shoulders’ Fresh Scent Technology featuring a delightful
in-shower scent experience
 Rich, nourishing shampoo with three conditioning ingredients

Itchy Scalp Care Shampoo:

 The invigorating Itchy Scalp Care Shampoo leverages Head & Shoulders’ proven
HydraZinc formula to immediately soothe and help protect against itchy scalp
 Relieves itchy scalp with a cool sensation
 Tackles dandruff and the root cause of itch and irritation
 New tri-action formula that cleans, protects and moisturizes

For Men Hair Fall Defence Shampoo:

 For Men Hair Fall Defense Shampoo cleans to restore fullness to thinning hair from
the first wash
 Features a manly scent; formulated with Head & Shoulders’ NEW Fresh Scent
Technology for an improved in-shower scent experience

Lively And Silky 2-in-1:

 Helps soften and restore dry, frizzy hair to a silky smooth look
 Conditions every strand with our new 3-action formula that cleans, protects and moisturizes
 Added moisturizers give you silky-smooth hair that’s up to 100% flake-free

Customer Value:
Customer value can be defined as the consumer gets 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 H&S claims that the shampoo delivers 100% dandruff-free hairs even with low price,
hence we can state that H&S delivers good customer value and satisfaction level.

The value delivery chains relates it-self to supply chain i.e. how it partners with suppliers and
distributions from formulating raw material and distribution of its produced. H&S being a
P&G’s daughter company takes a good leverage of good distribution channel and supply
chain. Prominently H&S sold in Pakistan is mostly shipped from Gulf countries. With the
introduction of sachets of denomination Rs.5, H&S reached the rural market easily.
Consumer Buying Behavior:
Men and women need to address their: hygiene, scalp health, social needs, self-
actualization needs. They choose H&S over other anti-dandruff shampoos because of the
following reason:

Product awareness, effectiveness, technology used, price, packaging, popularity of endorses,

credibility of the manufacturing company.

Men and women expect the following when the use H&S:

 Dandruff elimination
 Revitalize scalp
 Remove itchy scalp
 Stop root cause of dandruff
 Stops dandruff from coming back
 Cools and refreshes the scalp
 Remove visible flakes
 More confidence in interacting and socializing with other people

Segmentation, Target and Positioning:

Segmentation: The available segments of H&S can be found based on demography,
geography, pshychography or life style. But being an FMCG product a shampoo brand like
H&S the demographic and geographic segmentation is not as important as it based upon the
life-style as well as customer preferences despite of their above segmentation.

H&S started operating in the anti-dandruff segment. As an added benefit it also emphasized
on smooth hair. In Pakistan, shampoo of H&S mostly segmented on basis of age and their
wants. Its choose men and women of eighteen to thirty-five age. Here they targeted them with
different strategy like mind-set, social need and other factor.

Target Market: The target market for H&S are the middle class and higher middle class
people who are brand conscious, early adopter and who care about the overall health of their
hair. H&S 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 advertisement which
shows 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 young professional with hair conscious. H&S took the advantage
of physiological mentality of this user group with adopting ads where prominent actors were
used.

Positioning: H&S is positioned as anti-dandruff product which clear flakes with one wash.
Head and shoulders differentiate itself from other anti dandruff shampoos by the means of
introduction of new element ZPT formula. As the market leader it has successfully acquired
the niche market of anti-dandruff segment.