PRINCIPAL OF MARKETING

PRESENTATION
No.1
Team Members:
1:Bisma Arshad
ROLL No:192360061
2:
ROLL No:
3:
ROLL No:
4:
ROLL No:
5:
ROLL No:
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 Head & Shoulders
Brief Overview:
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.
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History
By 1982, it was the "number one brand"
of shampoo, and it was noted that "no
one hair care brand gets so many ad
dollars as Head & Shoulders, a twenty
year old brand, and no other brand
matches its sales", despite it being a
"medicated" shampoo.

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 H&S is basically a product for men and women
MARKETING with dandruff and scalp problems. The want to
acquire proper hygiene, maintain a healthy
STRATEGY: scalp and hair to gain the right confidence and
have a sense of belongingness as they
socialize/interact with other. The gap is that the
other shampoo brands focus on enhancing or
improving hair-condition.
Advertising:
Is any non personal paid form of communication using any form of mass
media.
Public relations:
Involves developing positive relationships with the organisation media
public. The art of good public relations is not only to obtain
favourable publicity within the media, but it is also involves being
able to handle successfully negative attention.
Sales promotion:
Commonly used to obtain an increase in sales short term. Could involve
using money off coupons or special offers.
Personal selling:
Selling a product service one to one

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 MARKETING MANAGEMENT
ORIENTATION:
All 5 marketing Head & Shoulders has been able
management orientations to gain consumer trust because of
its qualitative products. It is a
are relevant to our selected hair care brand and deals in
brand. products related to anti-dandruff
segment so that it may result in
1. Production Concept smooth and beautiful hair. It
offers products for men, women
2. Product Concept and also products that can be
3. Selling Concept used by everyone irrespective of
4. Marketing Concept gender. These are for the dry,
5. Societal Marketing itchy and sensitive scalp, for
relief against dandruff and also
for severe scalp conditions.

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How Brand Capturing The Value?
Capturing value can be defined as the consumer get 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 India is mostly shipped from Gulf countries. With
the introduction of sachets of denomination Rs.1 and Rs.3,
H&S reached the rural market easily. With more and more
free sample distribution and blind-test, the company is quite
successful in value delivery chain.
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We don’t think that this brand need
any suggestion to increase their
“costumer equity”.

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Micro-Environment:
The term micro-environment denotes
those elements over which the
marketing firm has control or which it
can use in order to gain information
that will better help it in its marketing
operations. In other words, these are
elements that can be manipulated , or
used to glean information, in order
to provide fuller satisfaction to the
company’s customers.

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Micro-Environments
Of
Head & Shoulders
Competitor:
Below are the 2 main Heads & Shoulders
competitors . 1.Bio Expert 2.Pantene.

Supplier:
The biggest supplier of Heads & Shoulders
is Procter & Gamble (P&G).

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Influence Of Competitors:
BRAND NAME: RATINGS: EMPLOYEES: NET WORTH $:

Heads & Shoulders 100\100 399 $102.2 M

Bio Expert 70\100 357 $29.6 M

Pantene 68\100 174 $30.1 M

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Marketing Environment:
Head & Shoulders use research tools to
increase their Marketing Macro-Environments.

H&S undertook research to generate new

ideas for the product and market
development. The researches engaged the
customers in detailed discussion over
different features of their products. As a
result the personal interaction between the
researches and the consumers was high, the
major qualitative tools used by H&S
included.
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 THANKYOU
SUBMITTED To: Mam Aisha Rehman

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