Head and Shoulders
Mind & Shoulder blades is a model of anti-dandruff shampoo produced by Procter & Wager. Head & Shoulders is definitely world's Number 1 anti-dandruff shampoo. A power manufacturer from P& G, american presto made the debut in India in 1997. Inside the highly competitive Indian hair shampoo market which can be estimated to become worth about Rs 1850 crore, Mind & Shoulders is a key player in the Anti-Dandruff niche. The entire hair shampoo market was dominated by HLL with a whopping business of about 46%. When the brand premiered in India, the anti dandruff marketplace was in it is nascent stage and focused by Clinic All Clear. The high profile release of Brain & Shoulder muscles fueled the growth of this specialized market. Today anti-dandruff section constitutes about 15% in the total hair shampoo market. PROMOTING MIX METHOD FOR HEAD & SHOULDER:
PRODUCT MIX| PLACE MIX| PRICE MIX| ADVERTISING MIX
Classic Clean Shampoo / Classic Clean 2n1Dry Head Shampoo as well as Dry Head 2n1 Marine Lift Hair shampoo / Marine Lift 2n1Smooth & Silky Shampoo / Smooth & Silky 2n1Restoring Shine as well as Restoring Sparkle 2n1 Renew Shampoo / Refresh 2n1 Sensitive Attention Shampoo / Sensitive Proper care 2n1| Mind & Shoulder joint has already pass on in all major towns and cities across India, practically 2400 distributors reaching out to five. 8 lakh retailers in all over the country. Head & Shoulder has been promoting through Campaign and TV advertisements. It is seen in every Grocery Shops, Medical Shops along with Stationary Shops| Different bouts of Mind and Shoulder muscles are priced differently. During launching that used price-quality inference approach. Currently it truly is using research pricing along with value prices. | Curly hair Saloons TV advertisementSports eventsRoad showsCommunity & BlogsDifferent Product sales Promotions Schemes Magazines
Procter & Gamble did not limit themselves to a single segment analysis variable, nevertheless selected to use a multi-marketing strategy. They (P& G) identified multiple segmentation facets in relation to the shampoo manufacturer product line. They think that this was done in order to respond to the different needs and desires in the different consumer segments. CONCENTRATING ON
P& G are concentrating on customers having dandruff and dry & damaged locks in all age bracket. The target marketplace for Mind & Shoulders are the Bigger middle class people who are brand conscious, early adaptors and who worry about the overall health of their frizzy hair. Procter & Gamble salary war on dandruff with Brain & Shoulders Intensive Solutions, available in several targeted remedies. Each is made to treat itchiness, flaking, dryness, irritation and redness within a medicated solution. Conditioner technology also helps safeguard hair against damage. PLACEMENT
P& G's anti-dandruff shampoo brand, Head & Shoulders, has roped in acting professional Kareena Kapoor, Saif Ali Khan and Priety Zinta as its new brand ambassador. In it can advertisements, Head & Shoulders introduces by itself as a high grade brand and uses the charm and beauty of beautiful models. Eye-catching Banners and Hoardings are used extensively.
Produce media (News papers, liflets and pamphlets etc . ) is used with exclusive high quality attractive designs. The stressed is upon healthy, very long and fabulous hair.
RESEARCH ON CONSUMER BEHAVIOR
Objective with the research
The investigation was conducted to resolve two decision making concerns * Whether the brand Head and Shoulders is preferred in the Of india market? 2. How various consumers are conscious of the Head and Shoulders and they are planning to get and listen closely in the near future. Intended for resolving these decision problems, the aims of the exploration were defined as follows: * To assess it is existing demand and long term likely demand. * To examine the frame of mind, buying tendencies, purchasing electric power, frequency of usage by clients. * To find out the stand in the market.
Principal data collection: - The tool of data collection applied is the...