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Presented By :
 Rima Mazumder. (207219)
 Suvajit Kanungoe. (207248)
 Sandeep Mandal. (207227)
 Sandeep Singh. (207228)
 Sourav Deb Biswas. (207240)
 Subir Sharma. (207243)
 Sabyasachi Dasgupta. (207225)

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 Product Introduction
Head & Shoulders is world's No.1 anti-
dandruff shampoo. A power brand from
P&G , this brand made its debut in India
in 1997.

In the highly competitive Indian shampoo

market which is estimated to be worth
around Rs 1800 crore, Head&Shoulders is
a major player in the Anti-Dandruff niche.
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 The entire shampoo market was
dominated by HLL with a whopping
market share of around 46%.When
the brand was launched in India, the
anti dandruff market was in its
nascent stage and dominated by
Clinic All Clear.

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 The high profile launch of Head &
Shoulders fueled the growth of this
specialty market. Now anti-dandruff
segment constitutes around 15% of
the total shampoo market.

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Product Definition
1. Cleanness and Remove dandruff
2. Its new best ever anti-dandruff formula
provides better scalp coverage to get rid of
even the tiniest dandruff flakes.
3. What's more it gives you soft, beautiful hair
that's closer to the look you want.
4. The brand used the Markonym ZPT ( Zinc
Pyrithine)Formula which has anti-fungal
properties as its differentiator.

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Segmentation
The available segments to Head & Shoulders are :
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. The core segments were

 Shiny Hair.
 Black Hair.
 Anti-Dandruff.
 Low Price.

Head & Shoulders started operating in the Anti-Dandruff segment. As

an added benefit it also emphasized on smooth hair.

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Target Market
The target market for Head & Shoulders
are the Higher middle class people who
are brand conscious, early adaptors and
who care about the overall health of their
hair.

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 Perceptual Map of Product
Positioning
Anti dandruff

Head & Shoulders

Clinic All Clear

Less More mild

mild Fiama de wills

Clinic Plus

Sunsilk

Pantene
Garnier Fructis

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Nourishing 9
The Brand…
Head & Shoulders was successful in establishing itself as
a strong brand.It is under the umbrella of P & G.It’s
branding strategy includes :

 Firstly, it was able to differentiate itself from other anti-

dandruff shampoos by the means of introduction of new
element ZPT.
 Secondly, Head & Shoulders was able to create a strong
appeal as a mild, caring Anti-dandruff shampoo with lots
of variants based upon consumer needs.

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The Brand…
 Thirdly, belonging to P & G gives Head &
Shoulders an esteem in consumers mind and
the quality maintenance with appropriate pricing
gave Head & Shoulders strong respect.

 Fourthly, it’s innovative campaigns and

pervasive ways of promotion made the
consumers well aware about Head & Shoulders.

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 SWOT Analysis
Strengths :
 International Company.
 Strong Financial position of P & G.
 Brand Loyalty.
 High Quality Products.
 Well known brand.
 Availability of Products in Different Sizes.
 Large Network for Distribution.
 Consumer Trust.

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SWOT Analysis
Weaknesses :
 Competition with Clinic All Clear.
 Lagging behind Clinic All Clear in terms of
creative campaign.
 Less popularity in rural areas compare to
urban areas in India.

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SWOT Analysis
Opportunities :
 Have a Great Opportunity in New developing
areas of India.
 Consumer behavior towards brand loyalty.
 High Rates of Imported Shampoos.
 Increase in the Shampoo consumption due to
awareness.
 Heavy investment in the research of Shampoo.

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SWOT Analysis

Threats :
 High Competition in Indian Market.
 Uncertain economic condition of country.
 Rapidly change in price of raw material.
 Threats from new entrants.
 Threats from plenty other options available to
consumers.

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Packaging
Product packaging

 The product has eleven varieties with five SKUs

each ( 2 ml and 3 ml sachet, 100ml, 200ml and
400ml pack).
 The product uses attractive white and royal blue
combination as its base packing.
 The product uses a freshness essence in it’s
packaging which, in consumers mind, creates a
positive impression.

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Advertising
 P&G’s anti-dandruff shampoo brand, Head &
Shoulders, has roped in actor Kareena Kapoor as its
new brand ambassador.
 In it’s advertisements, Head & Shoulders introduces
itself as a premium brand and uses the charm and
beauty of beautiful models.
 Attractive Banners and Hoardings are used
extensively.
 Print media (News papers, liflets and pamphlets etc.)
is used with exclusive high resolution attractive
models.
 The emphasized is on healthy, long and beautiful
hair.
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Pricing Strategy
Pricing
 At the time of launching it used price-quality inference
strategy.
 Currently it is using reference pricing as well as value
pricing.

Policies
 Firstly, at the time of introduction it emerged as a
international premium brand and it took it’s full
advantage.
 After a few years when several other competitors
came into the market it continued to deliver same
quality but with value pricing technique to grab the
emerging market of India.
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Distribution
The distribution channel of Head &
Shoulders follows the conventional
route of FMCG goods marketing, viz.
Factory to distributor to whole-seller to
retailer to consumer.

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Vertical Markets
Vertical market opportunities :
The vertical market for shampoos is quite
promising. The introduction of compatible
hair-oil or conditioner or hair-gel is being
followed by many brands like Clinic Plus.
Head & Shoulder has these kind of
products introduced out of India but it still
has it’s opportunity in India.

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Success Metrics
 At the time of launching, the target was to
capture market from HLL.
 After gaining adequate market share, it
tried to expand it’s usability scope.
 After launch, Head & Shoulder was a
success. But by the end of 2000, it started
to loose it’s market to clinic all clear due to
their aggressive campaigns.

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Requirements of Success
 Maintain it’s quality with constant improvements.
 To come up with new varieties according to market
needs.
 To maintain a competitive pricing.
 Promotion in rural and semi-urban areas.
 Special offers , discounts to consumers as well as
distributors.
 Innovative means of promotions like forming a special
association or some distinct group which will help
maintain it’s brand equity and loyalty.

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 Thank You

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