Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Head & Shoulder
1. BY GROUP 12:
• ARUSHI KOHLI(20DM046)
• AYUSH PRATAP SINGH(20DM052)
• BHANU PATHAK(20DM058)
• CHIRAG JASWAL(20DM066)
• DIKSHA GUPTA(20DM072)
2. Hair care industry has evolved to the base of 22,500 crore in India. Rural
market contributes 54% to the segment and Urban constitutes 44%. Anti –
dandruff shampoos share is approximately 3,375 crores. One of every two
rural consumers is seeking entry level hair nourishment products resulting in
the rural market contributing 54% to the segment.
The entire shampoo market was dominated by HUL with 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.
3. 1961 2020
Starting from niche market of anti-
dandruff brand to world’s no.1 anti-
dandruff shampoo
Initial research from Pyrithione Zinc
to Vita Zinc
With Over 20 % of Global market
share.
6.4
6.45
6.5
6.55
6.6
6.65
6.7
6.75
2017 2018 2019
Year
Sales in Billion($)
4. WEAKNESS
1. Less popularity in rural India
2. Mainstream Media advocates to avoid
the chemical products used in Head &
Shoulders.
STRENGTH
1. Large Network for Distribution
2. Brand Loyalty
3. Strong Financial Position of P&G
THREATS
1. High Competition in
Indian Market
2. New entrants
3. Uncertain Economic
Conditions
4. Changes in tax structure.
OPPORTUNITIES
1. Opportunity in Developing areas of India.
2. Expensive Imported Shampoos
3. Increase in the Shampoo consumption due to awareness
5. 1. PSYCHOGRAPHIC
2. GEOGRAPHIC
1. MIDDLE CLASS
PEOPLE
2. PEOPLE HAVING
FLAKES
3. BRAND-
CONSCIOUS
1.ANTI-DANDRUFF
SHAMPOO
2. BRAND VALUE
3. EXTENDED TO “SOFT-
HAIR & DANDRUFF
REMOVING”
4. CLINICALLY PROVEN
SEGMENTATION POSITIONING
TARGETING
STP
6. It can be analysed from the data that Head & Shoulders is facing very tough
competition in the market from other products in its category and the major
competitor is Dove while neck to neck competition with Sunsilk and Pantene.
On the basis of:
1. Price:
2. Social Media reach:
BRAND Qt. PRICE (Rs.)
Head & Shoulders 1000ML 700
Dove 1000ML 555
Sunsilk 1000ML 469
Pantene 1000ML 650
BRAND FACEBOOK
Head &
Shoulders
9.7 M
Dove 27 M
Sunsilk 16 M
Pantene 1.2 M
3. Brand Positioning:
BRAND POSITIOINING
Head & Shoulders Anti- Dandruff Shampoo
Dove Damage Control, Daily Hair
Care
Sunsilk Silky, Shinny, Voluminous
Strong and Black Coloured
Hair
Pantene Smooth, Lively, Long, Black
Hair
YOUTUBE REACH
Head &
Shoulders
9.7 M
Dove 27 M
Sunsilk 16 M
Pantene 1.2 M
7. Men and women need to address their: hygiene, scalp health, social needs, self-actualization
needs. They choose H&S over other anti-dandruff shampoos because of the following reason:
• Product awareness, effectiveness, technology used, price, packaging, popularity of endorses,
credibility of the manufacturing company.
• Men and women expect the following when the use H&S:
• Dandruff elimination
• Revitalize scalp
• Remove itchy scalp
• Stop root cause of dandruff
• Stops dandruff from coming back
• Cools and refreshes the scalp
• Remove visible flakes
• More confidence in interacting and socializing with other people.
The marketer has been studied and analyzed the consumer drives to choose a particular
products and most of the selection process involved in purchasing is based on emotions and
reasoning. The study of consumer behavior not only helps to understand the past but even
predict the future.
10. RECOMMENDATION
• According to the research done by us on consumer behavior,
consumer are happy with the brand but the company needs to
increase more community based awareness by expanding their reach
on Social Media.
• Cost reduction for best competitive price.
• They should position their brand not only as anti-dandruff but also
include other aspects of hair-care.
