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.