Consumer Behaviour Presentation

Group-12
Sequence – 4th
 Head&
Shoulder
A Case Study
 We have 12
minutes to explain
something
Interesting Hope till now you have read this in the case study

to you... 1. Head and Shoulders' global & Indian market share

2. The company’s marketing strategy
3. Pricing Structure
 Head & Shoulders, one of the most known names in the hair
care industry, has celebrated over 50 years of success.

Produced by P&G, the global leaders in the hair care industry with over 20%
global market.

H&S is one of the best selling shampoos in the world; about 110 bottles are
sold every minute!

Yet the market size is huge: more than 50% of people suffer from dandruff at
least once in their life.
 How did they manage to be the leaders of the market?

Because they have excelled with their marketing strategy,

stressing on 3 main messages:

H&S removes dandruff and stops it from H&S formula improves hair conditions: H&S provides more confidence in
coming back in just one wash silky smooth and manageable interacting with other people
 The company use mainly TV ads which includes
Sports person or a movie celebrities

Their adverts on men are Ads focus also on success with

endorsed by footballers such women
as Iker Casillas.
Thank god! W
ith my
gloves is so diffi
cult to
scratch my he
ad …

!
o rks
w
ay s gl y ?
lw in
h is a rpris
T Su
 Cognitive Aspects

A
One stop solution for dandruff and weak hair
People perceive that it is 53% good for strengthen the hair and 47% for improving hair health
46% market share in the shampoo segment
Lags behind in case of pleasant smell 35% only

Dandruff won’t come back in future

All attribute are less than 45% in this case with dandruff removal being at 43% and least being pleasant
smell and smooth hair at 31%
35-36% market share in anti dandruff segment

B
No matter what your daughter does with her hair, she won’t face hair fall.
All attribute are in 50% or more in percentage , best being the strengthens hair at 55% and least being
improves hair health being at 35%
25% market share in Indian Market
Advertisement & Its Cognitive Aspect

01 02 03
 What Ads Depicts
The 1st advertisement of Head &
Shoulder is portraying the Bollywood
couple Saif and Kareena and how they
are saying that the product gives 100%
01 dandruff protection and good looking
hair at the single time which appeals to
the consumer like double benefits from The 2nd advertisement of CLEAR shows the
single product. stylish couple Virat and Anushka in a
glamorous way and dancing at a very close
proximity with the confidence that the

02 dandruff will not harm their personal space. It

gives a message to the consumers that this
product is so effective that once you use it ,
the dandruff fear will not be there.

03 The 3rd advertisement of Clinic Plus shows the

worry of a mother by seeing her daughter
involve in different activities and how hair is
damages in the same process. Then she finds
her worries are cater by the clinic plus shampoo
which comes with a promise to protect her hair
from the wear and tear of activities.
 Affective Aspects of Each Brand

*Each aspect has different weightage for a customer

Influencer
Consumer Central Kind of
Segment Character Shampoo

 User of the  Male or Female  School & collage  Anti-dandruff

product  Low Income going  Haircare
 Youth  Middle Income  Age group 18-25 shampoo
 Celebrity  Upper Class  Age group 26-45  Beauty &
 Expert  Premium Section  Gender wellness
 Mother
 Brand Proposition and Ad for each Band

Clinic Plus Moms are the primary instructor

Dove Ladies of various shapes and livelihoods

SunSilk “SunSilk Co-Creations” 4-beauticians

L’oreal Paris Hair harm with the #WinOverDamage campaign

Head& “No more embarrassment when embracing your lover!”

Shoulder

Clear The most ideal dandruff control solution

 THEORY OF

REASONED
ACTION
Attitude towards Subjective
Act or Norm
It is used to predict how consumers behave on the
basis of their pre-existing attitude and behavior Behaviour

They make use of information available to them

Behavioural
Intention
TRA integrates cognitive, affective and conative components

It also includes Subjective Norms

Behaviour
 Theory of Reasoned Action
Head and Clear Clinic Plus
Shoulder
Cognitive One stop solution Dandruff won't No matter what
Components for the hair come back. your daughter does
problem for with the hair, she
dandruff and weak won't face hair fall.
hair

Affective • Understands my • I can trust the • Confident

Components hair brand • Beautiful
• Best conditioner
Product
 Subjective Norms

He/she will buy Head and Shoulder because they will look attractive
and confident, will be appreciated by their partner.

He/she will purchase the product because it is used by the celebrity.

He/she will purchase the product because it is recommended by Dermatologist.

https://www.youtube.com/watch?v=UsjmLuIfJ1k&feature=youtu.be
Keller’s Brand Equity Model pyramid
Step 4: Brand Resonance
You have achieved brand resonance when your
customers feel a deep, psychological bond with
your brand.

Step 3: Brand Response

Customers also respond to your brand according to
how it makes them feel. Your brand can evoke
feelings directly, but they also respond emotionally to
how a brand makes them feel about themselves.

Step 2: Brand Meaning

 To identify and communicate what your
brand means, and what it stands for. The
two building blocks in this step are:
"performance" and "imagery."

Step 1: Brand Identity

creating brand identity and awareness here;
you're also trying to ensure that brand
perceptions are "correct" at key stages of the
buying process.
 High Loyalty:
Men are attracted to the brand as they trust anti-dandruff
efficiency and will purchase the same shampoo every time they
Keller’s Customer-based Brand need one.
Women are attracted to the brand as they trust anti-dandruff

Equity Model pyramid for Head

and other cosmetic benefits to make their hair smooth and silky
and will purchase the same shampoo every time they need one.
Sense of community

&Shoulders
Loyalty programs, customer engagement via the internet and
social media platforms, building emotional connections
Active customer involvement
Head & Shoulder official Facebook page- 9,742,486 followers.

Men and women approve the technological and

Resonanc
scientific side of shampoo and trust and anti-dandruff e
efficiency; they believe their hair is beautiful and -Men and women feel elegant and confident
protected against dandruff.
when they have perfectly clean hair
-Security is involved as Head & Shoulder help to
save you from uncomfortable situations
Judgements Feelings
Affordable price Young and mature men and women of every
Extremely efficient technological shampoo for social class, powerful, elegant and classy who
fighting dandruffs (proven scientifically) look for perfectly clean hair.
Protection for hair on long run (lasting efficiency) Easy to find –constant presence in the majority
Quotidian use (daily use) of hyper/supermarkets &easy access on shelves.
Personality- competent (protective, efficient,
Performance Imagery ambitions, expert)
Stays in memories (consumers who looks for
dandruff remover shampoo tend to buy it)
-High brand awareness:1st American heritage: individualism
anti dandruff shampoo its strong “reduce, reuse, recycle” values make
-Highly Recognized by color customers feel good about purchasing products
of the simple packing from an organization with an environmental
conscience.
Salience
 Repositioning Dimensions

Product • Rural Marketing Brand

• Focus on Extension of
Characteristics SKU
Communication

• Cater the needs of the

• Connect Emotionally
• Improve Visibility
Distribution Channel consumer
• Introduce new range of
products with better
flavors or smell
 Recommendations towards
repositioning

Existing • Dermatologist recommended

• Focused as dandruff removal shampoo
strategy
• Price skimming
Proposed •
•
Psychological pricing
Motivational strategy
Strategy • Focus on Organic shampoos
01 03 05
Divyasha Divyadarsini Sonali Rout Amit Sahoo
(19202015) (19202044) (19202068)

02 04
Siddharth Smruti Sudeshna Choudury
(19202042) (19202054)

THANK YOU