Head & Shoulders

Presented By: Muhammad Azhar Rafique Nausherwan Khan Niazi Wajeeh-Ul-Hassan

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IntroductionProcter & Gamble Pakistan:-. P&G commenced operations in Pakistan in 1991. Headquartered in Karachi . Its goal was to become the finest global consumer goods company operating locally in Pakistan. Four billion times a day, P&G brands touch the lives of people around the world. P&G continues to have a positive future outlook for Pakistan. At P&G, the people who develop and build these brands are the foundation of our successHead & Shoulders 3

Celebrating 20 Years: Recently P&G had celebrated 20 years in Pakistan. Bob McDonald, President and Chief Executive Officer of P&G said Over the past 2 decades, weve launched brands like Pampers, Always, Safeguard, Head & Shoulders and Pantene which are improving the lives of Pakistani consumers every single day. Faisal Sabzwari, Country Manager P&G Pakistan said: This is truly a momentous occasion for P&G in Pakistan and a moment of great pride as we celebrate two decades of realizing our company's purpose of touching and improving lives of consumers now and for generations to come.

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Head & Shoulders:Product History: Worlds No. 1 anti dandruff Shampoo. Power brand from P&G. Debut in Pakistan in 1991. 65 % market share in Pakistan. Available in every corner of pakistan.

Product Definition: Head & Shoulder Shampoo fights against the dandruff and its cooling menthol formula provides coolness and refreshment. H&S use Markonym ZPT ( Zinc Pyrithine ) formula which ha anti-fungal properties as its differentiator.

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This shampoo of Pakistan is loaded with 6 benefits listed as: Calms itch Relieves irritation Reduces redness Controls oiliness. Removes flakes And leaves hair beautiful. Head & Shoulder works very well against dryness. Below are price of some variants of H&S.Head & Shoulders Small Size Price Head & Shoulders Medium Size Price Head & Shoulders Large Size Price RS.100 (Pak Rupee) RS.170 (Pak Rupee) RS.289 (Pak Rupee)7

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Brand Ambassador:Currently the brand ambassador of H&S is Shahid Khan Afridi and Ali Zafar. Famous news reporter Tallat Hussain also got a chance to be the brand ambassador of H&S.

Target Market:Target market for H&S is higher middle class, people that are brand conscious, early adopters and who care about health of their hair.

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Competitive AnalysisMajor Competitors: Sunsilk Shampoo Garnier shampoo Clear Shampo

Sunsilk: Introduced in 1989 in Pakistan. Brand of Lever Brothers Pakistan Limited. Aims to provide high quality product. Main target market is females but in

promotion they cover they whole market.

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Acting as a market challenger against H&S. Taking the advantage of keeping prices lower than H&S.

Garnier: Launched in 2009 in Pakistan. Brand of L'Oreal. CEO, Musharaf Hai, speaking about the

launch of Garnier said: Garniers ambition is to reach everywhere and stimulate Pakistani consumers to open their wallets. Garnier shampoo focuses on Skin Care, Hair care,Styling and Hair color. Occupying market rapidly with their quality.

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Clear Shampoo: Launched in 2007. Brand of Unilever. Aim is to provide a healthy, deeply nourished

scalp which has a natural resistance against dandruff and is the foundation for strong and beautiful hair. It emotionally capture its viewers through

famous brand ambassadors like Atif Aslam, Aminah Haq, Aminah Sheikh, Cristiano Ronaldo and now Shahid Kapoor!

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Competitive Edge of H&S Target market is clear. They are using ZPT ( Zinc Pyrithine ) an anti-fungal formula. High quality with affordable price. Very good distribution network i.e. available every where in Pakistan Pioneers in anti-dandruff.

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SWOT Analysis Strengths Weaknesses Threats Opportunities

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Strengths Strong financial position in P&G Best anti dandruff formula Brand loyalty High quality product Well known brand Availability in different sizes Large network of distribution Consumer Trust

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Weaknesses Less popularity in Rural areas as compared to Urban areas

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Threats High competition in Pakistani market Uncertain economic condition of the country Threats from plenty other options available to customers Threat of new entrants

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Opportunities Consumers trend towards brand loyalty High rates of imported shampoos

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MARKETING MIXMarketing mix Is the most important factor that producer must examine and carefully adapt them to customer's needs in order for business to sell its products and services as successfully as possible. Marketing mix is one of the most powerful tools that producers use to research the market and adapt them to their product in order to sell as successful as possible. Head & Shoulders is one of the examples of the success which uses marketing mix in their business. Head & Shoulders not only have a great strategy to identify the market need but its promotion campaign is also powerful weapons that help its business get closer to the consumers. Furthermore with a competitive prices and wide sales system, Head & Shoulders step by step approach the dominant position in anti-dandruff shampoo market. The 4 Ps of marketing mix are Product, Price, Promotion and Placement.

PRODUCTHead & Shoulders offers a variety of products which suit for almost all kinds of hair. It has approximately 13 models which are broken down to different categories: Smooth & Silky, AntiBreakage, Refresh and many other and each kinds has not only shampoo but conditioner also. Customers have many choices to obtain a suitable product no matter what their needs are. One brand, many products with many purposes, customers won t have any reasons to seek for help from the other to satisfy what they want.

PRICEGreat products, variety types and low price are some of the key factors which make Head & Shoulders successful. The company has an obviously long term strategy which focuses the market to average class consumers and below, so that everyone can afford it. Furthermore with a competitive price, about 6$ per 200ml bottle compare with other anti-dandruff shampoo like: $12 for Neutrogena T/Gel Therapeutic Shampoo 200ml, $20 for Nizoral Shampoo 1% 200ml consumers will easily accept Head & Shoulders more than those brands.

PROMOTIONHead & Shoulders uses a variety of promotional strategies to increase sales volume. One such strategy is recommending customers to buy their product through actors, singers, professional hair dresser ... who have a huge effect to the public. For example: Ali Zafar, a Pakistani singer and actor. Shahid Khan Afridi is the new brand ambassador of H&S in Pakistan. Not only has that, Head & Shoulders also cooperated with many biggest supermarkets to promote its products through banners, catalogues, flyers

PLACEMENTPlacement is the way that all the marketing mix activities approach their targeted customers. With a big distribution system from huge supermarkets to small retailers, Head & Shoulders not only focuses into the big cities, where the beauty care products demand become more serious, but also into many rural areas who don t have any special needs in shampoo purposes. The name Head & Shoulders will become more familiar with everyone.

Consumer Trends Random Act of Kindness: Urbanomics: Pricing Pandemonium: Group buying: Member Sales: Flash Sales: Dynamic Pricing Made for China: Online Status Symbols: Wellthy:

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Social-Lites and Twinsumers: RFID:

Emerging Generosity: Planned Spontaneity: Eco Superior: Owner-less:

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H&S is using1. Urbanomics. 2. Online Status Symbol. 3. Social-Lites and Twinsumers. 4. Emerging Generosity. 5. Eco Superior. No compromise on price and quality.

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