INTRODUCTION: Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. 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 crore, 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. MARKETING MIX STRATEGY FOR HEAD ; SHOULDER: PRODUCT MIX| PLACE MIX| PRICE MIX| PROMOTION MIX|
Classic Clean Shampoo / Classic Clean 2n1Dry Scalp Shampoo / Dry Scalp 2n1 Ocean Lift Shampoo / Ocean Lift 2n1Smooth ; Silky Shampoo / Smooth ; Silky 2n1Restoring Shine / Restoring Shine 2n1 Refresh Shampoo / Refresh 2n1 Sensitive Care Shampoo / Sensitive Care 2n1| Head ; Shoulder has already spread in all major towns and cities across India, almost 2400 distributors reaching out to 5. 8 lakh retailers in all over the country. Head ; Shoulder is being promoting through Campaign and TV advertisement.
It is found in every Grocery Shops, Medical Shops as well as Stationary Shops| Different packets of Head and Shoulders are priced differently. At the time of launching it used price-quality inference strategy. Currently it is using reference pricing as well as value pricing. | Hair Saloons TV advertisementSports eventsRoad showsCommunity ; BlogsDifferent Sales Promotions Schemes Magazines| SEGMENTATION Procter ; Gamble did not limit themselves to a single segment analysis variable, but selected to apply a multi-marketing strategy.
They (P;G) identified multiple segmentation bases in relation to the shampoo product line. They speculate that this was done in order to respond to the different needs and desires of the different consumer segments. TARGETING P;G are targeting customers having dandruff and dry ; damaged hair in all age group. 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. Procter ; Gamble wages war on dandruff with Head ; Shoulders Intensive Solutions, available in four targeted formulas.
Each is designed to treat itching, flaking, dryness, irritation and redness in a medicated formula. Conditioner technology also helps protect hair against damage. POSITIONING P;G’s anti-dandruff shampoo brand, Head ; Shoulders, has roped in actor Kareena Kapoor, Saif Ali Khan and Priety Zinta 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. RESEARCH ON CONSUMER BEHAVIOR Objective of the research The research was conducted to resolve two decision making problems * Whether the brand Head and Shoulders is preferred in the Indian market? * How many consumers are aware of the Head and Shoulders and are planning to buy and listen in the near future. For resolving these decision problems, the objectives of the research were defined as follows: * To assess its existing demand and future likely demand. To study the attitude, buying behavior, purchasing power, frequency of use by customers. * To find out the stand in the market. RESEARCH METHODOLOGY Primary data collection:- The tool of data collection used is the questionnaire almost all questions are closed ended. The respondents were personally contacted and interviewed with the help of the questionnaire. Secondary data: It is collected from internet. Population: The population consists of all individuals in the age group of 20-35 and 35 and above residing in the areas between Kormangala and Konankunte.
Sample Frame: – All the questionnaires were filled over period from 20th July, 2009 onwards till , 10th August 2009. Sample Unit: – Individual Respondents Analysis of data:- Analysis of data is done with the help of percentage. Presentation of Tabulated data:- In order to present the data tables, percentage bar diagrams and pie diagrams are used. Sample Design: – Sample design is Judgemental sampling where the researcher uses his/her judgement to select the respondents. This type of sampling design is used due to time constraints. Limitations of the study Since the survey was conducted in just two weeks there was not enough time to cover the entire Bangalore city, therefore the survey may not give 100% accuracy. SURVEY ANALYSIS 1. What is the reason behind using shampoo? Analysis: It is Observed that the Consumer purchase Shampoo mainly because of Dandruff and dry hair. The proportion of users using Shampoos to solve other problems like Oily hair, Itchiness and Hair fall are evenly distributed. 2. What influences you to buy your preferred brand of Shampoo? Analysis: It is observed that Advertisements and self experience play a major role in buying a particular brand of Shampoo. . Which brand of Shampoo do you prefer? Analysis: Most of the respondents that is around 40% of the respondent purchase Head and Shoulders hence there is a strong brand preference for the same among respondents. 4. How many members in your family use Head ; Shoulder? Analysis: It is observed that mostly 2 members in the family uses Head and Shoulders. 5. What influences your decision while buying Head ; Shoulder? Analysis: Hence it is evident that Head and Shoulders sells mainly to get rid of Dandruff and to get Clean , Silky hair. 6. You Prefer Shampoo in package of how much quantity?
Analysis: It was observed that youngsters staying in hostels preferred Sachets and Elderly preferred family pack i. e 100 ml or 200 ml bottles of Head and Shoulders. 7. How frequently you use Head and Shoulders? Analysis: It is observed from the above chart that most of the consumer uses Head and shoulder for twice or thrice a week. 8. How satisfied are you with head ; shoulder to meet your needs? Analysis: More than 50 % percent of the consumer are satisfied with the product and around 30% are Very satisfied with the product. 9. What do you think about the price of Head ; shoulder?
Analysis: Around 30 Percent of the consumers think that it is bit highly priced. 10. Have you seen any promotional campaign of Head ; Shoulder? Analysis: It is clearly evident that people recall the advertisement played on television. 11. Would you suggest any changes for Head ; Shoulder in the following fields? Analysis:It is observed that although people are happy with the product , they would like to purchase it at a lower price. FINDINGS FROM THE SURVEY: P;G are targeting customers having dandruff and dry ; damaged hair in all age group.
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. Procter ; Gamble wages war on dandruff with Head ; Shoulders Intensive Solutions, available in four targeted formulas. Each is designed to treat itching, flaking, dryness, irritation and redness in a medicated formula. Conditioner technology also helps protect hair against damage. The Customer expects that P;G needs to maintain it’s quality with constant improvements and they should come up with new varieties according to customers’ needs.
RECOMMENDATION According to the research done on consumer behavior, Consumers are happy with the brand but the company need to increase more community based awareness and also by using blogs. Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader. Many consumers think that the price of head ; shoulder is little bit high, so they should try to reduce cost. ANNEXURE MAIN QUESTIONNAIRE Q1 What is the reason behind using shampoo? (a)dandruff [ ] (b) dry hair [ ] (c) Weak hair [ ] d) Oily Hair [ ] (e) Itchy hair [ ] (f) Hairfall [ ](g) Rough hair [ ] (h) Any other Q2 What influences you to buy your preferred brand of Shampoo? (a)Advertisements [ ] (b) Friends [ ] (c) Neighbors [ ] (d) Promotion Campaign [ ] (e) Self Experience [ ] (f) Any other Q3 Which brand of Shampoo do you prefer? (a) Clinic all Clear (b) Head and Shoulder (c) Sunsilk (d) Vatika (e) Pentene (f) Garnier (g) Himalaya (i) Any other Q4 Which How many members in your family use Head ; Shoulder? a) Four [ ] (b) More than four [ ] (c) Two [ ] (d) Three [ ] Q5 What influences your decision while buying Head ; Shoulder? (a) No Dandruff [ ] (b) Silky [ ] (c) Clean [ ] (d) Conditioner [ ] (e) Moisture (f) Low hair fall (g) Long Hair (i) Any other Q6 You Prefer Shampoo in package of how much quantity? (a) 100 ml [ ] (b) 200 ml [ ] (c) 400 ml [ ] (d) Sachets [ ] Q7 How frequently you use Head and Shoulders? a) everyday [ ] (b) Once a week [ ] (c) Thrice a week [ ] (d) Twice a week [ ] Q8 How satisfied are you with head ; shoulder to meet your needs? (a) Satisfied [ ] (b) Unsatisfied [ ] (c) Very Satisfied [ ] (d) Very Unsatisfied [ ] Q9 What do you think about the price of Head ; shoulder? (a) Price doesnot Matter [ ] (b) Value for Money [ ] (c) High Price [ ] Q10 Have you seen any promotional campaign of Head ; Shoulder? (a) Yes [ ] (b) No [ ]
Q11 Would you suggest any changes for Head ; Shoulder in the following fields? (a) availability in different quantity [ ] (b) style of Packaging [ ] (c) more schemes [ ] (d) Pricing [ ] (e) Any other [ ] THANK YOU FOR ANSWERING THE QUESTIONNAIRE DEMOGRAPHIC DETAILS * Name of the respondent______________________________ * Age : 18-20 [ ] 21-25 [ ] 25-30 [ ] 30-35 [ ] 35 and above * Occupation : Student [ ] Call Centre exec [ ] Corporate [ ] Any others, Pls specify_________________________ * Address : * Phone no : * E-mail id :
