NTRODUCTION:
Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble.
Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G, this brand made its debut in India in 1997.
In the highly competitive Indian shampoo market which is estimated to be worth around Rs 1800 crore, Head & Shoulders is a major player in the Anti-Dandruff niche.
The entire shampoo market was dominated by HLL with a 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.
The high profile launch of Head & Shoulders fueled the growth of this specialty market. Now anti-dandruff segment constitutes around 15% of the total shampoo market.
MARKETING MIX STRATEGY FOR HEAD & SHOULDER:
PRODUCT MIX | PLACE MIX | PRICE MIX | PROMOTION MIX |
Classic Clean Shampoo / Classic Clean 2n1Dry Scalp Shampoo / Dry Scalp 2n1 Ocean Lift Shampoo / Ocean Lift 2n1Smooth & Silky Shampoo / Smooth & Silky 2n1Restoring Shine / Restoring Shine 2n1 Refresh Shampoo / Refresh 2n1 Sensitive Care Shampoo / Sensitive Care 2n1 | Head & Shoulder has already spread in all major towns and cities across India, almost 2400 distributors reaching out to 5.8 lakh retailers in all over the country. Head & Shoulder is being promoting through Campaign and TV advertisement. It is found in every Grocery Shops, Medical Shops as well as Stationary Shops | Different packets of Head and Shoulders are priced differently.At the time of launching it used price-quality inference strategy.Currently it is using reference pricing as well as value pricing. | Hair Saloons TV advertisementSports eventsRoad showsCommunity & BlogsDifferent Sales Promotions Schemes Magazines |