Marketing Plan

Positioning:


Someone said : "Positioning, when used effectively can help you be first in mind. Being first in mind equals ownership. Market ownership allows you  to  be a big fish in a small pond. when you're a big fish, you can always increase the size of the pond"

So, positioning is where  your product or service fits into the marketplace.

If you don't define your product or service, a competitor will do it for you. the position in market comes from the characteristics of it and how you introduce it  to the consumers. There are several elements to know how to position yourself such as: Pricing, Quality, Service, Distribution and Packaging.

For Head & Shoulders, with respect to the pricing, it's almost somewhere in the middle not cheap and not expensive even if it's higher than it's competitors but people in middle class are able to buy it. To talk about the quality, Head & Shoulders has proved in the entire history that it is the best anti-dandruff shampoo, most of consumers use it as a therapy not only as s shampoo. also, they have lots of varieties that fits different types of people and the most important thing is that it's clinically proven that it is a well therapy for dandruff and different scalp and hair problems.

Head & Shoulders offers customer service through a phone number written on the back of the package in addition to the website where customers can ask or complement about anything they want. Also, they have lots of Facebook pages in every country around the world where fans can post anything going around their minds related to the shampoo or their problems.

Head & Shoulders is distributed across all cities and villages, in supermarkets, mini-markets, pharmacies and some hair saloons. Sp, it's almost distributed everywhere and is easily reachable.

For packaging, they have lots of varieties using attractive white and royal blue combination, they also use freshness essences which creates positive impression in consumer's minds where it delivers the message they want to.

To sum up, Head & Shoulders position themselves primarily as the first anti-dandruff shampoo with a price suitable for the middle class and above with attractive packaging promoted in different reachable places offering consumers different categories of shampoo.

إعرف لغة عدوك

They always tell us, you have to know your enemies language and understand their attitudes and beliefs in order to know how to defeat them, this concept is not far from advertising, since also you have to know you competitors' achievements, plans, campaigns and characteristics.. the 2 main competitors of head & shoulders are Sunsilk  and Clear.. here is a brief idea about these two shampoos.

Sunsilk:

It’s a brand shampoo of Unilever company which has more than 400 brands such as dove, omo, lipton etc…

it was launches in 1954 in united kingdom and then after few years it spread worldwide. 

In 2001, their research show that high need for oily hair, so they launched a new variant 

including citrus extracts.

Its price 3500L.L is one of most important strengths because it's not expensive.

Clear:

Clear is a brand shampoo also  of Unilever.


The shampoo vital aim is to get rid of dandruff and to care of scalp and different hair types, its price is 5,000 L.L. 


there's variants for men and others for women segmented to different types of hair and roles. 


They work on eye-catching shape of bottle; their slogan is "Dare to wear Black". They recognize on promotions through advertising, websites and others.

   

4 Ps

4 P's:

Product:

Head & Shoulders is a brand shampoo of Procter & Gamble, it's the world number 1 anti-dandruff 

shampoo where it removes dandruff and stops it from coming back. It has a dynamic shape and known in its 

blue and white packaging.

It aims to provide customers 7 main scalp and hair benefits, since it fights dryness, calms itch, relieves 

irritation, reduces redness, controls oiliness, removes flake, and leaves your hair beautiful, shiny and strong.

It's found in different sizes and several types to suit individuals' specific needs:

Classic clean (clean and dandruff free)

Citrus breeze (for oily hair)

Ocean lift (refreshes hair and scalp)

Refresh (cooling menthol)

Extra volume (adds body and bounce)

Smoothy and silky (smooth and soft hair)

Dry scalp care (moisturize scalp)

Sensitive care (for sensitive scalp)

Hair endurance (thicker hair)

Clinical strength (for severe dandruff)

Itchy scalp care (clean and shiny)

Place:

Head & Shoulders is an international product that could be found in the urban areas and rural ones due to its popularity. It's found in supermarkets, minimarkets and pharmacies.

Price:

Its price is 5990 L.L for 400ml bottle, 9350L.L for 700ml bottle, this price is higher than the competitors, Clear (5000 L.L) and sunsilk (3500 L.L)

Promotion:

Head & Shoulders has been promoted in different modes; through advertising, using different media mix 

such as TVs, Radios, and printed media as billboards, magazines and unipolls.

They also promote themselves through events and sponsorships-sporting events (boxing, football etc…) 

In addition to social media using facebook (many pages with high number of members) , blogs and website.

Also, they do sales promotion and offers for limited duration.

Head & Shoulders ads

here are some ads of head & shoulders, most of it done by Saatchi & Saatchi agency:

SWOT Analysis

SWOT Analysis:

Strengths:

•    Strong  financial position of P&G
•    High quality product
•    Well known brand
•   Consumer trust
•   First product to include ZPT against dandruff
•     International company (P&G)
•    Product is available in different sizes and characteristics
• Get rid even of tiniest dandruff flake

Weaknesses:

•     Advertising and promotions of competitors
•     Lacking of creative advertising campaigns
•     Higher price than other shampoos and competitors
•     Some customers accused head & shoulders that it causes hair loss

Opportunities:

•     Increase in the shampoo consumption due to awareness
•     Moving into new market segments that offer improved profit (ocean lift, refreshing etc...)
•     Growth of market due to growth of population rate and consumption by its turn (15.02births/1,000population ; 6.54 deaths/1,000 population)

Threats:

•     High competition in market
•     New entrants with strong advertising campaigns , then more options for customers
•     Bad economic situation which let customers search for cheaper products

History

History:

Head&Shoulders shampoo is a brand of ant-idandruff shampoo produced by Procter&Gamble.

Procter&Gamble reasearchers decided to find a new anti-dandruff shampoo after they saw that the consumers are not satisfied with the existing such shampoos. This was during the early 1950s.

After a large, deep and scientific research that lasted about 10 years, they came out with a new effective ingredient against dandruff.  It’s Pyrithione Zinc.

So, they tested   it in 1960, and by the spring of 1961, the shampoo was given its name “Head&Shoulders”.

Procter&Gamble started working on the packaging, displays, advertising and marketing program until it was introduced as a blue-green cream shampoo, and it was “clinically proven to reduce dandruff”.

To whom don’t know about Proter&Gamble, it’s a company launched in 1837 by William Procter and James Gamble. It’s a giant company in the United States which has operations in about 80 countries around the world. It markets around 300 well-known brands such as Tide, always, Crest, Pringles, Pampers, Head&shoulders, Pantene, Gillette , etc..

References:

• http://www.pg-india.com/hp/history.htm
• http://www.headandshoulders.com/en-US/index.jspx?ipCheck=true
• http://news.headandshoulders.com/about/history
• http://www.fundinguniverse.com/company-histories/The-Procter-amp;-Gamble-Company-Company-History.html
• http://www.pg.com/en_US/downloads/media/Fact_Sheets_CompanyHistory.pdf

Senior project - Introduction

Hey, am Najat Ftouni, an advertising student at LIU , campus Saida. First, i want to say that being an advertising student is not as easy as others think, or actually as what i thought at first too. Then, choosing a subject for the senior is a bit confusing. 


After thinking about a suitable product, i chose a shampoo as my senior project.. but not any shampoo, its "head&shoulders" since this shampoo is very popular and wide used by customers.. according to my statistics that i did on 200 men and women randomly selected (different ages range between 15 and 40 years old) i got a result that 107 of them prefer to use "head&shoulders" as their anti-dandruff THERAPY..


Here's my blog, that still needs a lot of work to look better, it will show my updates related to the research and ads, including photos , videos, or audio that can help in my work.. 


You can also share me your thoughts and points of view about my project, either the commentsare good or bad, in order to give me hope and confidence if it's good, and try to make it better and work harder if it's negative..


Thanks a lot for all, and special thanks for all my instructors that work hard all the 3 years that passed, in order to improve our skills and reach our goals and ambitions..  Wish me Good luck :)