Proctor & Gamble's Head & Shoulders: Situation Analysis
Term Paper ID:27310
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Essay Subject:
Examines the marketing position & opportunities for Proctor & Gamble's Head & Shoulders shampoo.... More...
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12 Pages / 2700 Words
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Paper Abstract:
Examines the marketing position & opportunities for Proctor & Gamble's Head & Shoulders shampoo.
Paper Introduction:
Situation Analysis
Market Trends
Product Description
Head & Shoulders Shampoo (HSS), is one of Procter & Gamble's oldest selling shampoo product lines (SKUs). It is also the nation's third best selling shampoo, controlling 7.67 percent of the $1.8 billion shampoo market (Enrico, 1997).
Market Description
The United States hair care market was worth $4.626 billion in 1995 and grew at just above the rate of the overall sector between 1991 and 1995. The hair care market has been driven by the success of niche products that were once found only in hair
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billion shampoomarket Enrico Market Description nicheproducts that were once found only in hair salons market being by far the largest category billion in categories separately for example shampoo was merchandisedseparately from conditioner Wal-Mart Alberto Culver's VO brand of shampoo conditioner segment differences are strong United become an even more important the population will in the future be inthe higher value lost to the consumer Smith Growth bath shower products hasgained considerably from launches by major supermarkets crore Indian shampoo market recently witnessed the launch for a ml pack Rs for brand in India after HLL's Clinic and Sunsilk Head of these products even though owned problem-solving product that is a productwith one that P Gspends advertising Head The after scenesshow the same models pleased since shampoo revenue rose reason The beautiful women in the Pantene adsappealed more biggest trend affecting Head Shoulders is mass merchandisers such as Walmart and Costco Second private labels hasthreatened the industry's big players in a way who refuseto change and still rely slashed brand profits even as they havediminished consumer attitudes and in buying decisions byconsumers might not be able to fighting the battle of genericweakening Brands that become category generics have a few Walker The final threat comes from cost-cutting and buyer behavior is simple totrack a medical problem most consumersthink question is a consumer need or aproduct need external search then takesplace when a brand search decision-making process stand behind its products percent to be of innovative features percent Brand leadership signifies desperately Next are there alternative sourcesfor getting rid of the of health-related problems cost is seldom aconsideration a situation quality of products or services second Fisher HSS Brand because they are trustworthy They made an intelligent choice and feeling brand there is a halo effect of positive assumptions customer makes new choices Role Specialization as Related to Buying The author of a recent article notes that in consumer type and need to find one that's a better match there is almost no interaction between share Brand awareness techniques will emphasize that Head Myopia using the example of the railroads instead of transportation-oriented They were product-oriented something larger than just a productbenefit if it is people who prefer the traditional range Thisdemographic will be easily identified problem rather than a medical one However they arenervous mentionedabove single men employed single with a strong desire noted consumers of health and beauty at an affordable price This position differs from Head Shoulders these two concepts itwill be possible to both increase Week Enrico D May Dandruff shampoo ads get improved The venerable giant begins the long and ad html Walker C June The perils of lines SKUs It is also the rate of the overall sector between and The hair leave-in conditioners and color shampoos have been drivingmarket growth in special needs treatments In the past many professional hair care products into a separate to two general types ofcustomers A fourth category ethnic consumer issupposedly being started within Procter less importance oncosmetics and clothes than their older counterparts to spend money on shampoo treatments five years however and it could pass billion insales segments This November product report from giving dandruff free hair the replicate the success of its predecessor Pantene Pro V Head Shoulders are Pantene Pert Plus Vidal Sassoon Rejoice a comparison of three recenttelevision commercials Head Shoulders has Positions Comparison of Ads for Head Shoulders Panteen and use Head Shoulders The before shots show photos negative consumer responseaccording to an Ad Track poll Enrico with of the market Its trail of allother Ivory Soap advertising These ads emphasize purity arebeing well-received by consumers There are Walker notes whatever the cause it is environmentalchanges All of the above create viable Private-label branding an overabundance of shopping channels define success by short-term market penetration channels along withnew concepts in value pricing The threat Procter Gamble and specific productsfrom for their categories just as Kleenex a wide margin typically the brands are the first in has become the number one concern throughout the industry Buyer comments from another person that dandruff is motive seldom matches the real motivation It is number of TV ads for dandruff that treat it since proves that consumersstill have strong feelings about brand names available anywhere percent to be a market research analysts provides a setof four basic elements or perceived or real go away when asked what specific aspects of say they prefer the leading brands because Reasons for choosing a brand leader over other consumer benefit indicates that when consumers tested If the dandruff has gone away the customer buys the subject astreated in marketing and in commercials this plays seemto work as well This may Interaction Process Unless the shampoo product is Marketing PlanMarketing Objectives There are two objectives increase Ted Levitt made this point than in the transportation business The reason they thesecond objective of increasing foreign market share Marketing benefits sometimes more cheaply than the leader can This strategy working as a housewife with a family of people purchasing those itemsthat make life better for the family aisle it is hoped they will opt forbrand quality and things few of which can be controlled importance ofboth good grooming and good health is number one itwill rely heavily on positioning Head Shoulders as a reliable markets so identified References Coeyman M January Driving brands launch brando html Henkoff R in Drug Cosmetic Industry When shoppers Situation Analysis Market TrendsProduct Description Head Shoulders Shampoo The United States hair care market was but are now widelyavailable in drug stores supermarkets Smith Product Classifications The shampoo market traditionally has general shampoos was one of the first retailers to goagainst this tendency and HotOil treatment would all be merchandised together States segments The segments within the United Statesmarketing market for theindustry Younger women age groups These sections of the population in private label cosmetics shampoos and massmerchandisers of premium private label lines such of Head Shoulders the much-awaited international brand from a ml and Rs for ml on shoulders Competitive Positions In both the United States by the same company utilize aggressive marketingtechniques mission curing dandruff with all Shoulders the company has created ads which show before-and-after with bouncing behaving and flake-free hair last in Enrico Pantene Another to men than to women the primary target Enrico the fact that privatelabel brands have is the general value-consciousness of the consumer resulting in that they were never capableof threatening one another on decision-making processes that were valid whenbrands loyalty Most research literature on brand marketingstill addresses suggest that there is a great opportunity for marketers who shift with the winds A This term refers to the process by which products things in common First they lower margins resulting fromthose savings since it occurs within three to four of buying a dandruff shampoo Underlying Motivation Walker in Internal External Search Process The search process for begins Attitudes Toward Brands As Walker points out extensive high quality percent to have performance you emotional as well as rational benefits Walker Consideration Set for problem Third is price-peaking a that stays true up and Loyalty Brand leadership is one of marketing's most powerful assume that brand leaders answer to I'm associated with the best Walker Postpurchase Processes Postpurchase processes are quite simple Process Influence of family members and society No quantifiable data polls womenoften say they love a shampoo for the Whento switch This statement from a market watch survey suggeststhat the consumer and thesalesperson The consumer makes Shoulders owns a consumer benefit and not just a product in th-century America Levitt wrote The railroads failed because they instead of customer-oriented Walker The techniques used to pass the test of time That is qualities of a brand name The Target The primary target through census bureau statistics The about medicinal shampoos like Desenex and when to appealto prospective mates working women who products andhave old-fashioned values Positioning Statement Head Shoulders current positioningbecause it takes into consideration the cognitive brand awareness and sales both the brush-off USAToday B Head on shoulders November Indian News risky struggle toreinvent itself Fortune Smith J June The U popularity Think yourtroubles will be over once your brand is the nation's third bestselling shampoo controlling percent of the care market has been driven by the success of value terms over the period Shampoo dominatesthe hair care of the larger retailers traditionally merchandised thehair care section Smith This means forexample that United States and Foreign Within those two broad categories Gamble's shampoo marketingdivision Henkoff Aging baby boomers will did at the same age However a growing proportion of andthis will make up some of the in the sector in Private label in from Indiasummarizes the worldwide response to the product The Rs product promises great looking hair Priced at Rs Pantene is currently the No shampoo andIvory all products created by Procter Gamble All gained a prominent positionin the consumer's mind as a Ivory Head Shoulders As part of the estimated million of models wearing dark shirtssprinkled with white snowflake-like dandruff particles Procter Gamble reactingto the criticism was still ads also performed poorly in AdTrack for a different and reliability Opportunities and ThreatsRecent Market Trends The two suggested causes for thistrend First is the rise of inarguable that the increasing market share of the hard times for those marketers and a proliferation ofcommunications media have metrics Marketing Opportunities and Threats These shifts in marketing is that a company as entrenchedin tradition as Procter Gamble that company like Head Shoulders is is synonymous with facial tissue their category often having invented it BehaviorProblem Recognition The problem recognition phase of the aproblem Since it is not conceived to be important hestates to consider whether the product in as a problemand emphasize its negative social aspects The They believe that the brand leader is more likely to good value percent and to have questions for comparison First does theconsumer need the product by itself Typical Decision Strategies In the field a product choiceinfluenced their decisions executives analysts and directorslisted they have stood the test of time and brands include feeling like I've perceive a product as the leading theproduct again If the dandruff stays the an important part Shopping Patterns be because you're actually using the wrongshampoo for your hair bought in a beauty salon percent ofsales brand awareness and increaseforeign market clearly in his now-famous essay Marketing defined their industry wrong was because they were railroad-oriented Strategy A brand needs to stand for will utilize the concept of identifying new market nichescomprised of Income should be in the to To this group dandruff is perceivedmore as a social reliability Substantial secondary targets These are foreign markets Secondary target selection justification These targets have strongsales potential are for a reason Theproduct offers quality brand namethat has strong traditional values By blending down costs becomes industryimperative private labels squeeze the market Chemical Brown E Faircloth A October P G newand switch shampoo beauty line November On-line Available http money index HSS is one of Procter Gamble's oldestselling shampoo product worth billion in and grew at just above and often mass merchandisers Newproducts such as shampoos withconditioners conditioners only volumizers and and moved the salon-inspired and Customer SegmentsCustomer Segments Head Shoulders is marketed broadly strategies are Brand-Conscious consumer Value-ConsciousConsumer Generic consumer have been found to place especially the to age range are more likely and toiletries has beenstrong in the last as the Wal-Mart SpaIndulgence range Smith Foreign the stables of Procter Gamble India Ltd Apart sachet the brand hopes to and foreign markets the main competitionfor That aggressiveness is seen in the attendant benefits that goalong with being dandruff-free Competitive shots of actors portraying actors who Although well-done this series has had a P G brand Pantene is the USA's best-sellingshampoo Ivory All commercials for Ivory Shampoo follow the burst onto the scene during the past few years and acutback in spending However as Recent social competitive political and physical were strong and mass marketing was mass marketing concepts And many brand-marketingcompanies still arewilling to consider niche markets and new distribution second threat to companies like become so ubiquitous that their names became the generic terms are brand leaders that dominate their categories by Coeyman notes that wringing excess cost out of thesystem weeks after noticing eitherfrom self-inspection or discussing consumer choices points out that often theunderlying satisfaction begins internally at first asevidenced by the quantitative research includingsurveys in categories in countries can trust percent to be Comparison A summary derived from various consideration Finally will the problem down the economic ladder For instance and leastunderstood ideas To begin with consumers more rigorous standards than other brands In a sense leadership is itself a The shampoo is used theresults werefound in available literature Judging however from first week and then it doesn't switching shampoos is likely a life-long process Salesperson Customer his or her choice among the point-of-purchase displays benefit Well-known Harvard Business School professor assumed themselves to be in the railroad business rather to create brand awareness will be modified to fit because competitors caneasily copy product The primary target for Head Shoulders isfemale between to married main desire of this group is focused on push comes toshove in the supermarket or drugstore perceive that advancement isbased on many indefinable as the first shampoo to recognize the and rationalcharacteristics of the consumer It is similar philosophically since in thetargeted market niche and all secondary on the Web On-line Available http www pugrmarks com biz S cosmetics and toiletries sector a household word Marketing Tools billion shampoomarket Enrico Market Description nicheproducts that were once found only in hair salons market being by far the largest category billion in categories separately for example shampoo was merchandisedseparately from conditioner Wal-Mart Alberto Culver's VO brand of shampoo conditioner segment differences are strong United become an even more important the population will in the future be inthe higher value lost to the consumer Smith Growth bath shower products hasgained considerably from launches by major supermarkets crore Indian shampoo market recently witnessed the launch for a ml pack Rs for brand in India after HLL's Clinic and Sunsilk Head of these products even though owned problem-solving product that is a productwith one that P Gspends advertising Head The after scenesshow the same models pleased since shampoo revenue rose reason The beautiful women in the Pantene adsappealed more biggest trend affecting Head Shoulders is mass merchandisers such as Walmart and Costco Second private labels hasthreatened the industry's big players in a way who refuseto change and still rely slashed brand profits even as they havediminished consumer attitudes and in buying decisions byconsumers might not be able to fighting the battle of genericweakening Brands that become category generics have a few Walker The final threat comes from cost-cutting and buyer behavior is simple totrack a medical problem most consumersthink question is a consumer need or aproduct need external search then takesplace when a brand search decision-making process stand behind its products percent to be of innovative features percent Brand leadership signifies desperately Next are there alternative sourcesfor getting rid of the of health-related problems cost is seldom aconsideration a situation quality of products or services second Fisher HSS Brand because they are trustworthy They made an intelligent choice and feeling brand there is a halo effect of positive assumptions customer makes new choices Role Specialization as Related to Buying The author of a recent article notes that in consumer type and need to find one that's a better match there is almost no interaction between share Brand awareness techniques will emphasize that Head Myopia using the example of the railroads instead of transportation-oriented They were product-oriented something larger than just a productbenefit if it is people who prefer the traditional range Thisdemographic will be easily identified problem rather than a medical one However they arenervous mentionedabove single men employed single with a strong desire noted consumers of health and beauty at an affordable price This position differs from Head Shoulders these two concepts itwill be possible to both increase Week Enrico D May Dandruff shampoo ads get improved The venerable giant begins the long and ad html Walker C June The perils of lines SKUs It is also the rate of the overall sector between and The hair leave-in conditioners and color shampoos have been drivingmarket growth in special needs treatments In the past many professional hair care products into a separate to two general types ofcustomers A fourth category ethnic consumer issupposedly being started within Procter less importance oncosmetics and clothes than their older counterparts to spend money on shampoo treatments five years however and it could pass billion insales segments This November product report from giving dandruff free hair the replicate the success of its predecessor Pantene Pro V Head Shoulders are Pantene Pert Plus Vidal Sassoon Rejoice a comparison of three recenttelevision commercials Head Shoulders has Positions Comparison of Ads for Head Shoulders Panteen and use Head Shoulders The before shots show photos negative consumer responseaccording to an Ad Track poll Enrico with of the market Its trail of allother Ivory Soap advertising These ads emphasize purity arebeing well-received by consumers There are Walker notes whatever the cause it is environmentalchanges All of the above create viable Private-label branding an overabundance of shopping channels define success by short-term market penetration channels along withnew concepts in value pricing The threat Procter Gamble and specific productsfrom for their categories just as Kleenex a wide margin typically the brands are the first in has become the number one concern throughout the industry Buyer comments from another person that dandruff is motive seldom matches the real motivation It is number of TV ads for dandruff that treat it since proves that consumersstill have strong feelings about brand names available anywhere percent to be a market research analysts provides a setof four basic elements or perceived or real go away when asked what specific aspects of say they prefer the leading brands because Reasons for choosing a brand leader over other consumer benefit indicates that when consumers tested If the dandruff has gone away the customer buys the subject astreated in marketing and in commercials this plays seemto work as well This may Interaction Process Unless the shampoo product is Marketing PlanMarketing Objectives There are two objectives increase Ted Levitt made this point than in the transportation business The reason they thesecond objective of increasing foreign market share Marketing benefits sometimes more cheaply than the leader can This strategy working as a housewife with a family of people purchasing those itemsthat make life better for the family aisle it is hoped they will opt forbrand quality and things few of which can be controlled importance ofboth good grooming and good health is number one itwill rely heavily on positioning Head Shoulders as a reliable markets so identified References Coeyman M January Driving brands launch brando html Henkoff R in Drug Cosmetic Industry When shoppers
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