ad & Shoulders is one of the biggest names in anti-dandruff shampoo market, produced by Procter & Gamble which is also famous with other brands such as: Duracell, Gillette, Olay ... In 1961 P&G first introduced Head & Shoulder in the America and it was immediately responded by consumers. With only one product from the beginning, Head & Shoulders step by step has found a steady place in the market share. It currently has more than ten different kind of shampoo that suit for many different hair types.
One of these products which contribute to the success of Head & Shoulders is “Head & Shoulders Anti-Dandruff shampoo: Smooth & Silky”. It is distributed in all Kmart, Big W, Cole’s … and many supermarkets around Australia with the retail price is $5.95 per 200ml bottle.
Marketing mix in the most important factor that producer must examine and carefully adapt them to customer's needs in order for business to sell its products and services as successfully as possible.
Head & Shoulders offers a variety of products which suit for almost of kinds of hair. It has approximately 13 models which are broken down to different categories: Smooth & Silky, Anti-Breakage, Refresh … and each kind has not only shampoo but conditioner also. Customers have many choices to obtain a suitable product no matter what their needs are. One brand, many products with many purposes, customers won’t have any reasons to seek for help from the other to satisfy what they want.
Great products, variety types and low price are some of the key factors which make Head & Shoulders successful. The company has an obviously long term strategy which focuses the market to average class consumers and below, so that everyone can afford it. Furthermore with a competitive price, about 6$ per 200ml bottle compare with other anti-dandruff shampoo like: $12 for Neutrogena T/Gel Therapeutic Shampoo 200ml,...