PLACEMENT : Head and shoulders being one of the biggest brand and mostly known for its

shampoo and conditioners have its placement almost in every local shops , supermarkets and
chain stores. Here in Pakistan I give you example of Imtiaz supermarket which is a giant chain
store . As you can see in the image that there is a separate section available covering whole of the
side compartment with a big board ( with caption 100% dandruff free) at the top and variety of
products available under there . The shampoos you can see are locally produced in our country .
There is an another section of shampoos which are imported from Indonesia but that only consist
of some limited variety.In Pakistan we can see that supermarkets are the one buying from
manufacturer in this case Imtiaz is buying shampoos from head and shoulder Pakistan.Imtiaz is
acting as a retailer as local people are the one consuming directly from the store and head and
shoulder is acting as distributor. Secondly some local shops they purchase from these big stores
and sell from their shops at their retail price. However in local shops there is not as much variety
as there is in supermarkets.Moreover the shampoo is available online through store like amazon ,
daraz and alibaba through online sellers so this is also a retail channel.

PACKAGING : It is one of the most important concept when marketing a product . Lets take
Head and shoulder shampoo and take a close look at its packaging.

Bottle : It is a plastic irregular shape bottle with a blue cap and a white body. There is head and
shoulder written with blue color and right below in small letters there is written Anti Dandruff .

For every different variety the color shade changes and the description changes.Following are
some examples:

1.Refeshing with menthol has a green shade with mint leaves on packaging.

2. Anti hairfall is orange shade with an image of hair being tide like a knot.

3.Silky black is with a black shade and black silky hair being shown on the packaging.

The variation in the shampoo is a great advantage for the brand to boost sales and ultimately for
consumer satisfaction. There are up to ten different varaitions in shampoo starting from different
type of hair to different gender and so on . The consumer has a great pool of choice and can
select whatever he or she wants while some brands does not have such collection which is an
advantage head and shoulders has over other brands.

The backside of the bottle consist of how to use material and how many times in a week does a
person needs to wash his or her hair is mentioned . This is a benefit as the consumer can easily
use it without any hesitation and will not need to consult anyone , however there is also a
statement written as recommended by physican or doctor which can alert the consumer as if he
or she has a hair problem then he or she should consult a doctor then use it . This also builds a
good relation between consumer and the brand because the brand care for consumer safety and
hair problems is one of the growing concern.Moreover it can safe a company reputation in case
something wrong happens with consumer hair as caution is already mentioned at the back.The
shampoo comes with conditioner which is an attractive innovation as the consumer does not need
to buy separate conditioner so in one package they are offering two benefits thus saving
consumer cost. On every bottle there is a stamp saying 100 percent dandruff free which is a
brand authentication that by using it the dandruff problem will be resolve.This can divert
consumer attention and can ultimately force the consumer to use the product thus increasing
sales.

The bottle comes in different sizes . The standard size that comes in every variety is 200 ml and
400 ml . Some additional sizes that are there are 5 ml ( available in sachets) 90 ml and 700 ml .

At the back of the bottle there is a helpline number in case there is any query the consumer can
leave a comment . The company logo and a barcode is also there .

FURTHER RESEARCH : Head and shoulder have made first recyclable bottle with beach
plastic and there motive is to make 100 percent bottles from beach plastic so that they can be
recycled . It is a bonus point for the brand because it is providing a benefit to the environment
and thus gaining peoples attention in increasing awareness for environment care.
PRICE : It’s an important part of marketing mix as price is the factor that earns revenue for the

company while the rest factors add cost to the company . For different variety head and

shoulders have different prices. . Following are a few examples :

1. Head and shoulders Classic clean ( RS 5 – RS600) ( 5 ML – 700ml)

2. Head and shoulders Silky Black shampoo ( Rs 5 – Rs 600) ( 5ml – 700 ml)

3. Head and shoulders Men hairfall defense ( Rs 200-Rs 370) ( 200ml -300ml)

Here the prices mentioned are average prices . When buying online prices can differ due

to sale discount.

Moreover there are some shampoos that have a huge difference in price.This variety is

known as the royal variety .

1.H&S Royal Moisture Boost with coconut oil (400ml) ( $ 6.99)

2.H&S Mousturizing Co wash (

400ml) ($ 8.99)

The more high quality ingredients

are being used the higher the price .

These type of product is used by

those who are hair conscious or who

have such capacity to spend and try new things.

The normal variety is affordable because it contain only few features but as we go high

the prices started to increase as the brand has divided the consumers according to class

and usage . Consumers with average income will go for the average price and those who
have the buying power will go for the expensive collection. In the royal collection

product line collection is used by the brand as all shampoos in this line are made with

high quality oil but have some different features due to which prices differ as well.

Secondly the strategy of phycological pricing is done by the brand as in superstore we

observe prices like 499 or 599 to give an impact that price is low as we can observe in the

image .

The strategy of bundle pricing is also used by the brand in stores and online when two

shampoos are being sold at a less price or we are getting some other product free by

buying a H&S shampoo bottle .