Head and Shoulders Shampoo

Introduction

- Head and Shoulders is a World’s No. 1 anti-dandruff shampoo. A power brand from P&G, this
brand made its debut in Philippines in 1997.
- Head and 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 Philippines, the anti-dandruff market was in its nascent
stage and dominated by other brands released here in our country.
- The high profile launch of Head and Shoulders fueled the growth of this specialty market. Now
anti-dandruff segment constitutes around 15% of the total shampoo market.

Product Definition

1. Cleanliness and remove dandruff.

2. Its new best ever anti-dandruff formula provides better scale coverage to get rid of even the
tiniest dandruff flakes.
3. It gives you soft, beautiful hair that’s closer to the look you want.
4. The brand used the ZPT (Zinc Pyrithine) formula which has anti-fungal properties as its
differentiator.

Segmentation:

The available segments to Head and Shoulders are:

The available segments could have been found based on demography, geography, psychography
or life-style. But being an FMCG product, like shampoo, the demographic or geographic segmentation is
not as important as it is based upon the life-style as well as customers preferences despite of their
demography or geography. The core segments were:

a. Shining hair
b. Black hair
c. Anti-dandruff
d. Low price

Head and shoulders started operating in the anti-dandruff segment. As an added benefit it also
emphasized on smooth hair.

Target Market

The target market for Head and Shoulders are the higher middle class people who are brand
conscious, early adaptors and who care about the overall health of their hair.
The Brand…

Head and Shoulders was successful in establishing itself as a strong brand. It is under the
umbrella of P&G. It’s branding strategy includes:

- Firstly, it was able to differentiate itself from other anti-dandruff shampoos by the means of
introduction of new element ZPT.
- Secondly, H&S was able to create a strong appeal as a mild, caring anti-dandruff shampoo with
lots of variants based upon consumer needs.
- Thirdly, belonging to P&G gives head and shoulders an esteem in consumers mind and the
quality maintenance with appropriate pricing gave H&S strong respect.
- Fourthly, its innovative campaigns and pervasive ways of promotion made the consumers well
aware about H&S.

SWOT Analysis of Head and Shoulders:

Strengths:

a. International company.
b. Strong financial position of P&G.
c. Brand loyalty.
d. High-quality products.
e. Well-known brand.
f. Availability of products in different sizes.
g. Large network for distribution.
h. Consumer’s trust.

Weaknesses:

a. Competition among other brands released or known here in Philippines.

b. Lagging behind other brands in terms of creative campaign.
c. Less popularity in rural areas compare to urban areas in Philippines.

Opportunities:

a. Have a great opportunity in new developing areas of Philippines.

b. Consumer behavior towards brand loyalty.
c. High rates of imported shampoos.
d. Increase in the shampoo consumption due to awareness.
e. Heavy investment in the research of shampoo.

Threats

a. High competition in Philippine Market.

b. Uncertain economic condition of country.
 c. Rapidly change in price of raw material.
d. Threats from new entrants.
e. Threats from plenty other options available to consumers.

Packaging

Product Packaging

- The product has II varieties with 5 SKUs each. ( 2 ml and 3 ml sachet, 100 ml, 200 ml and 400 ml
pack)
- The product uses attractive white and royal blue combination as its base packing.
- The product uses a freshness essence in its packaging which in consumer’s mind, creates a
positive impression.

Advertising

- P&G’s anti-dandruff shampoo brand, H&S has roped in actor John Lloyd Cruz and actress Angel
Locsin as its new brand ambassador.
- In its advertisements, H&S introduces itself as a premium brand and uses the charm and beauty
of beautiful models.
- Attractive banners and Billboards are used extensively.
- Print-media (News papers, leaflets and pamphlets, etc.) is used with exclusive high resolution
attractive models.
- The emphasized is on healthy, long and beautiful hair.

Pricing Strategy

Pricing

- At the time of launching it used price-quality inference strategy.

- Currently it is using reference pricing as well as value pricing.

Policies

- Firstly, at the time of introduction it emerged as a international premium brand and it took its
full advantage.
- After a few years when several other competitors came into the market it continued to deliver
same quality but with value pricing technique to grab the emerging market of Philippines.

Distribution

- The distribution channel of H&S follows the conventional route of FMCG goods marketing.
Factory distributor to whole seller to retailer to consumer.
Vertical Markets:

Opportunities:

- The vertical market for shampoos is quite promising. The introduction of compatible hair-oil or
conditioner or hair-gel is being followed by many brands. H&S has these kind of products
introduced out of Philippines but it still has its opportunity in Philippines.

Success Metrics

- At the time of launching, the target was to capture from HLL.

- After gaining adequate market share, it tried to expand its usuability scope.
- After launch, H&S was a success. But by the end of 2000, it started to loose its market to other
brands due to their aggressive campaigns.

Requirements of Success:

- Maintain its quality with constant improvements.

- To come up with new varieties according to market needs.
- To maintain a competitive pricing.
- Promotion in rural and semi-urban areas,
- Special offers, discounts to consumer as well as distributors.
- Innovative means of promotions like forming a special association or some distinct group which
will help maintain its brand equity and loyalty.

Tuazon, Celina Denise P.

BSBA – E 2A