Head & Shoulders Marketing Plan (Product Launch)
This plan seeks to generate a significant increase of P&G sales and profits through a market opportunity in shampoo category. Based on the latest Nielsen data, Head and Shoulders had a staggering performance by leading the anti-dandruff category at 13%. Its closest competitors, Dove and Garnier Fructics were at 7.8% and 5.9%, respectively.
Head and Shoulders has successfully moved away from its old image as a medicated shampoo to a more vibrant brand that focuses on beautiful looking hair without dandruff. The shift has enabled Head and Shoulders gaining a measurable surge of its market share. As a marketer, our next task is to continuously maintain and boost its market position versus the competitors.
Shampoo category is a cluttered category. Brand loyalty is quite scarce as customers evolve around product innovation. In order to increase our market share, it’s crucial to create exciting buzzes around the brand. Additionally, the current trends have shown us that customers also gravitate towards natural ingredients. Hence we plan to introduce Head and Shoulders with Green tea, based on results from our R&D department, Green Tea helps preventing hair loss.
Objective of the plan:
- To increase market share from 13% to 15%
- To generate sales profit 4% higher than last year (2010)
- To boost sales revenue 4% higher than last year (2010)
Project Report On Head And Shoulders Shampoo Marketing Essay
Procter & Gamble (P&G) is an American company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning and personal care products. In 2011, P&G recorded $82.6 billion dollars in sales. Fortune magazine ranked P&G at fifth place of the "World's Most Admired Companies" list, which was up from sixth place in 2010. Procter & Gamble is the only Fortune 500 Company to issue C Share common stock.
As of July 1, 2011, the company structure is categorized into two...