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.
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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.
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