Marketing

RATHOD
KAUSHIK
92301423326
TO: SAGAR LALKA SIR

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Table of Contents
Introduction:.............................................................................................................................. 3

Overview and significance: ................................................................................................................. 3

Industry: ............................................................................................................................................... 3
Company: ............................................................................................................................................. 3
Overview of the company: .................................................................................................................... 3
History: ................................................................................................................................................ 4
Market positioning: .............................................................................................................................. 4
Analysis Of 7p’s Of Marketing: ............................................................................................... 5

Product: ............................................................................................................................................... 5
Price: .................................................................................................................................................... 5
Place: ................................................................................................................................................... 5
Promotion: ........................................................................................................................................... 5
People: ................................................................................................................................................. 6
Process: ................................................................................................................................................ 6
Physical Evidence:................................................................................................................................. 6
STP Analysis: ............................................................................................................................. 7

Segmentation: ...................................................................................................................................... 7
Targeting: ............................................................................................................................................. 7
Positioning: .......................................................................................................................................... 7
Product Life Cycle Analysis: ..................................................................................................... 8

Introduction Stage: ............................................................................................................................... 8

Growth Stage: ...................................................................................................................................... 8
Maturity Stage:..................................................................................................................................... 8
Decline Stage:....................................................................................................................................... 8
Recommendations: .................................................................................................................... 9

Digital Marketing: ................................................................................................................................. 9

Influencer Partnerships: ....................................................................................................................... 9
Community Engagement and User-Generated Content: ........................................................................ 9
Conclusion: ................................................................................................................................ 9

References:............................................................................................................................... 10

Appendices: ............................................................................................................................. 10
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Introduction:

Overview and significance:

In the beauty and personal care sector, Head & Shoulders shampoo is a well-known product
that addresses dandruff-related problems. Head & Shoulders has become synonymous with
efficient dandruff treatment and general scalp health because to its distinctive blue bottle and iconic
design. Its importance stems from its capacity to offer customers a reliable dandruff management
solution together with nourishing and cleansing qualities for the hair and scalp.

Industry:
The industry of beauty and personal care comprises an extensive range of goods and
services designed to improve one's look, well-being, and personal grooming. It caters to a wide
range of customers from different cultures and demographics, with a global market worth estimated
to be in the hundreds of billions of dollars. It includes everything from skincare and haircare to
cosmetics and fragrances.

Company:
The global company Procter & Gamble (P&G), which specializes in consumer goods, owns
the Head & Shoulders brand. Established in 1961, Head & Shoulders gained rapid recognition as
one of the leaders in the field of hair care solutions for dandruff. William Procter and James Gamble
founded P&G in 1837, and it has since expanded to become one of the biggest and most powerful
corporations in the world, with operations in several industries, including personal care and
cosmetics.

Overview of the company:

Prominent in the beauty and personal care sector, Head & Shoulders is well-known for its
efficacious anti-dandruff shampoos and related products. Head & Shoulders is a part of Procter &
Gamble (P&G), which means it has access to the resources and knowledge of one of the biggest
consumer products companies in the world. The firm, which was founded in 1961, transformed the
hair care industry by using zinc pyrithione as the active component and focusing on the fungus that
causes dandruff. Head & Shoulders has diversified its product portfolio over time to include
formulas for a range of hair types and skin types, including sensitive skin, oily scalps, and dry
scalps. Its dedication to R&D assures continuous innovation, with new formulations and
technology being introduced to meet changing consumer needs. Head and Shoulders

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History:
1961: Under the direction of chemist John Parran Jr., a group of Procter & Gamble (P&G)
researchers created Head & Shoulders. It was introduced as a ground-breaking dandruff remedy
with zinc pyrithione as its main component. This substance goes after the fungus Malassezia, which
is frequently the root cause of dandruff.

1960s–1970s: During this time, Head & Shoulders quickly became well-known and became the
industry leader in the anti-dandruff market. Customers were drawn to it because of its potency in
treating dandruff and its capacity to leave hair feeling clean and fresh.

1980s–1990s: The company kept up its innovative streak, launching new product lines and
formulas to address a variety of hair types and issues. It focused on improving its anti-dandruff
products while utilizing advances in cosmetic science.

From the 2000s to the present, Head & Shoulders has remained a reputable brand in the hair care
sector by always adapting to the needs of customers and new developments in technology. Its
marketing initiatives have not wavered, and its widespread exposure is a result of creative
advertising campaigns and celebrity endorsements.

Market positioning:
Head & Shoulders maintained a strong market position as one of the leading brands in the
anti-dandruff hair care segment. Head & shoulders market share increased from 24.6 percent to
30.2 percent. The company growing at a good rate. While every other company in this industry
having difficulties surviving Head and Shoulders not just surviving but also growing.

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Analysis Of 7p’s Of Marketing:

Product:
• Head & Shoulders has a selection of anti-dandruff shampoos and conditioners that are made
to target different issues with the scalp, such as sensitivity, oiliness, and dryness.

• Zinc pyrithione, which is well-known for its effectiveness in reducing dandruff and
enhancing scalp health, is the active ingredient in these products.

• To accommodate various hair types and preferences, the company also offers a variety of
formulations, including scented, therapeutic strength, and traditional options.

Price:
• In the anti-dandruff hair care market, Head & Shoulder products are reasonably priced,
with a range of pricing points to suit varied customer budgets.

• Bundle offers, special discounts, and price constancy across various distribution channels
are a few examples of pricing tactics.

• It has a price range of 2 rupees – 10,000 rupees.

Place:
• Head & Shoulders products are widely available through various distribution channels,
including supermarkets, medical stores, convenience stores, online retailers, and P&G's
own website.

• The brand's extensive distribution network ensures accessibility to consumers globally,

contributing to its market reach and penetration.

Promotion:
• Head & Shoulders employs diverse promotional tactics to raise brand awareness and drive
sales.

• This includes advertising campaigns featuring celebrities and sports personalities,

television commercials, print ads, social media engagement, and sponsorships of sports
events.

• Promotional activities emphasize the brand's effectiveness in combating dandruff while

promoting healthy and beautiful hair.

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People:
• Head & Shoulders' marketing efforts are supported by a team of skilled professionals,
including marketers, advertisers, researchers, and customer service representatives.

• The brand prioritizes understanding and meeting the needs of its diverse consumer base
through consumer insights and engagement initiatives.

Process:
• The process aspect involves the methods and procedures used to deliver products and
services to consumers.

• Head & Shoulders ensures efficient manufacturing, distribution, and retail processes to
meet consumer demand while maintaining product quality and consistency.

Physical Evidence:
• For Head & Shoulders, the process includes product packaging, labeling, in-store displays,
and online presence, all of which contribute to shaping consumers' perceptions of the brand.

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STP Analysis:

Segmentation:

• Head & Shoulders divides the market into groups according to behavioral traits,
psychographics, and demographics.

• In terms of demographics, the brand may target men and women of various ages who suffer
from scalp problems or dandruff.

• Psychologically, people who value efficacy, ease, and a clean scalp may be the target
audience for Head & Shoulders.

• In terms of behavior, the brand might go after those who regularly use anti-dandruff
products or who are looking for remedies for particular scalp issues.

Targeting:

• Head & Shoulders directs its product offerings toward market segments that deal with
problems related to the scalp or dandruff.

• The company may provide preference to customers who are most likely to benefit from its
goods, such as those with sensitive skin, dry scalps, or oily scalps.

• Additionally, Head & Shoulders might focus on areas where there is a greater need for anti-
dandruff products or where dandruff is more common.

Positioning:

• Head & Shoulders markets itself as a reliable and efficient treatment for dandruff and scalp
issues.

• The brand highlights its salient features, which include the use of zinc pyrithione,
demonstrated effectiveness in managing dandruff, and advantages for cleansing and
conditioning.

• Head & Shoulders markets itself as a product that helps with dandruff while also leaving
hair feeling pliable, lustrous, and healthy.

• Head & Shoulders maintains its reputation as a brand that is trusted by customers all over
the world and is supported by celebrities through its marketing communications and
advertising efforts.

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Product Life Cycle Analysis:

Introduction Stage:
Head & Shoulders initially entered the market in 1961, introducing its anti-dandruff shampoo
as a novel solution for scalp issues.
Implementation Strategies:
• Invest in Research and Development: To find new formulas and for manufacturing unit.
• Focus on Awareness: Launch extensive marketing campaigns to educate consumers about
dandruff and promote the benefits of Head & Shoulders.
• Offer Trial Incentives: Provide samples or introductory offers to encourage consumers to
try the product and experience its effectiveness firsthand.

Growth Stage:
During this phase, sales and consumer acceptance of Head & Shoulders increase rapidly as
awareness spreads and market share expands.
Implementation Strategies:
• Expand Product Line: Introduce new variants catering to specific consumer needs, such as
different scents or formulations for various hair types.
• Increase Distribution Channels: Expand distribution networks to reach a broader audience,
including international markets and online platforms.

Maturity Stage:
Stage Identification: In this phase, Head & Shoulders experiences stable sales growth, but
competition intensifies as the market becomes saturated.
Implementation Strategies:
• Differentiate the Product: Emphasize unique selling propositions, such as advanced
formulations or added benefits beyond dandruff control.
• Focus on Cost Efficiency: Optimize production processes and supply chain management to
reduce costs and maintain profitability.
• Invest in Marketing: Continue marketing efforts to reinforce brand loyalty, differentiate
from competitors, and defend market share.

Decline Stage:
Sales of Head & Shoulders may decline due to factors like market saturation, changing
consumer preferences, or the emergence of new competitors or product alternatives.
Implementation Strategies:
Diversification: Explore opportunities to diversify the product line or expand into related
categories to offset declining sales.

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Manage Costs: Rationalize product offerings, streamline operations, and minimize expenses to
maximize profitability in the declining market.

Recommendations:

Digital Marketing:
Develop targeted digital marketing campaigns across various platforms such as social media,
search engines, and online display ads. Use data-driven insights to identify and target specific
demographics, interests, and online behaviors related to dandruff and scalp care. Engage with
consumers through compelling content, interactive experiences, and personalized messaging to
drive brand awareness, consideration, and purchase intent.

Influencer Partnerships:
Identify influencers in the beauty, hair care, and wellness niches who resonate with Head &
Shoulders' target audience. Collaborate with influencers to create sponsored content, product
reviews, tutorials, and endorsements that highlight the brand's efficacy in addressing dandruff and
promoting healthy hair. Encourage influencers to share their personal experiences with Head &
Shoulders, reinforcing trust and credibility among their followers.

Community Engagement and User-Generated Content:

Create dedicated social media groups, forums, or hashtags where consumers can share their
experiences, tips, and success stories related to dandruff and scalp care. Encourage user-generated
content such as before-and-after photos, testimonials, and product reviews by incentivizing
participation with contests, giveaways, or featured spotlights. Engage with community members
by responding to comments, addressing concerns, and showcasing user-generated content on the
brand's social media channels to strengthen brand authenticity and connection.

Conclusion:

In conclusion, the report emphasizes Head & Shoulders' dominant position in the market
and offers suggestions for improving its marketing tactics. Head & Shoulders may increase
consumer awareness, engagement, and loyalty by utilizing influencer relationships, interactive
educational content, targeted digital marketing, product sampling, and community involvement.
Head & Shoulders can strengthen brand awareness, engagement, and loyalty among consumers.
However, potential challenges and limitations may arise, including increased competition,
changing consumer preferences, and maintaining authenticity in influencer partnerships. Future
research could explore consumer perceptions of anti-dandruff products, emerging trends in scalp
care, and the effectiveness of different marketing channels in driving brand engagement and
conversion

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References:

https://en.wikipedia.org/wiki/Head_%26_Shoulders

https://economictimes.indiatimes.com/head-shoulders-overtakes-clinic-
plus/articleshow/3393771.cms?from=mdr

https://www.headandshoulders.co.in/en-in/shop-products

https://iide.co/case-studies/marketing-strategy-of-head-and-
shoulders/#:~:text=Higher%20middle%2Dclass%20consumers%20who,experience%20scalp%2
0and%20dandruff%20issues.

https://www.marketing91.com/marketing-mix-head-shoulders-head-shoulders-marketing-mix/

Appendices:

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