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Product Introduction
Head & Shoulders is world's No.1 antidandruff 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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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 mild
Clinic Plus Sunsilk

More mild
Fiama de wills

Pantene

Garnier Fructis

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Nourishing

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 antidandruff 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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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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