Product Introduction

Matt Elliott got Procter & Gamble researchers to start making a new anti-dandruff shampoo in 1950. Nearly a decade of research went into making a new formula, which introduced pyrithione zinc into the shampoo. Head & Shoulders was first introduced to the U.S. market in November 1961 as a blue-green shampoo formula.

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 crores, Head & Shoulders is a major player in the Anti-Dandruff niche. 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. 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.

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.

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.

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.

Perceptual Map of Product Positioning Anti dandruff

Nourishing

The Brand Head & Shoulders was successful in establishing itself as a strong brand. It is under the umbrella of P & G. Its 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. Thirdly, belonging to P & G gives Head & Shoulders esteem in consumers mind and the quality maintenance with appropriate pricing gave Head & Shoulders strong respect. Fourthly, its innovative campaigns and pervasive ways of promotion made the consumers well aware about Head & Shoulders.

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. 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.

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 use a freshness essence in its packaging which, in consumers mind, creates a positive impression. Distribution The distribution channel of Head & Shoulders follows the conventional route of FMCG goods marketing, viz. Factory to distributor to wholeseller to retailer to consumer. 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 its 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.

Advertising by the company

P&Gs anti-dandruff shampoo brand, Head & Shoulders, has roped in actor Kareena Kapoor as its new brand ambassador. In its 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, leaflets and pamphlets etc.) is used with exclusive high resolution attractive models. The emphasized is on healthy, long and beautiful hair.

Head & Shoulders is the worlds No. 1 Anti-dandruff shampoo and now has become a part of Indian homes as well. This best-ever anti-dandruff shampoo has an improved formula, which offers the fine combination of anti-dandruff efficacy and hair conditioning. What makes the new Head & Shoulders its best so far is its breakthrough formula which covers the scalp more effectively to remove even the tiniest flake of dandruff, while the new conditioning property keeps hair looking beautiful. Clinically proven, new Head & Shoulders not only washes dandruff flakes but also helps eliminate P.Ovale; a microscopic fungus associated with the cause of dandruff and stops the flakes before they even start again. Head & Shoulders now comes in a new pack-design and logo in six variants:

Head & Shoulders Smooth & Silky: Makes hair smoother and silkier Head & Shoulders Refreshing Menthol: Removes scalp itch and provides cool sensation Head & Shoulders Clean and Balanced: Provides the right balance of cleaning and conditioning Head & Shoulders Silky Black: Formula with Black

Sesame and Walnut Extract nourishes your hair and scalp from within to make black hair look silky. Head & Shoulders Naturally Clean: For cleaning up oil, dirt and grime on the scalp. H&S Naturally Clean transforms unhealthy, sticky hair into healthy, dandruff free and naturally clean hair. Currently sold only in South and East India. Head & Shoulders Nourishing Aloe Vera (Launched By Preity Zinta) for Dandruff-Free, Beautifully Growing Hair

Head & Shoulders is available in three different pack sizes - 200 ml, 100 ml and 7.5 ml sachets.