HEAD & SHOULDER- HISTORY

Head & Shoulders is a brand of anti-dandruff produced by P&G

Matt Elliott got Procter & Gamble researchers to start making a new anti-dandruff shampoo in 1950.
Nearly a decade of research went into making a new formula, which introduced pyrithione zinc into the
shampoo. It was first introduced to the U.S. market in November 1961 as a blue-green shampoo
formula.When the product came out, it was a cream formula – but the rsearchers knew they could
make it even easier and more pleasant to use. So spent years reformulating the product.
By 1975, crafted a shampoo clinically-proven to remove dandruff with a pleasant
fragrance.
A power brand from P&G, this brand debuted in India in year of 1997. In the highly competitive
shampoo market, H&S is a major player in the anti-dandruff niche.
The entire shampoo market was dominated by HUL with 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 H&S fueled the growth of this specialty market.

HEAD & SHOULDER- THE BRAND

Our mission is to free the world from dandruff – because we believe that nothing should stop you from
feeling confident and enjoying life to the full.
Head & shoulder was succesful in establishing itself a s brand.It's branding strategy include:
1. Firstly, it has been able to differentiate itself from other antidandruff shampoo by means of
introduction of new element ZPT.
2. Secondly, it has created strong appeal as a mild, caring anti-dandruff shampoo with lots of variants
based upon consumer needs.
3.Thirdly, belonging to P&G gives Head & Shoulders an esteem in consumer mind.
4.Its innovative campaigns and pervasive ways of promotion has made consumers well aware about
Head & Shoulders.

SWOT ANLYSIS
STRENGHTS
International brand with great brand equity.
Strong financial position in market.
Brand loyalty.
High quality & Services.
Availability of products in different demographics areas, pricing and market good-will.
Large network for distribution.
Keeping up with trends.
Strong Brand ambassador
WEAKNESS
Only segmented as an anti-dandruff shampoo whereas the competitor has wide range of shampoos with
different features.
Mostly perceived as a harsh shampoo.
OPPURTUNITIES
Expansion of market aimed towards all age groups, including middle aged women
which has significant market share.
Have a great opportunity in new developing areas of India.
THREATS
Inflation in Indian economy.
Increasing competion
Price war
Negative word of mouth
Marketing plan:
H&S is basically a product for men and women with dandruff and scalp problems. The want to acquire
proper hygiene, maintain a healthy scalp and hair to gain the right confidence and have a sense of
belongingness as they socialize/interact with other.
Marketing mix and Strategy :
H&S removes dandruff and stops it from coming back in just one wash, with a product range that suits
various hair and scalp needs. It uses T.V ads, print ads, sponsorship, sales promotion and social media.
H&S hired actor Saif Ali Khan and actress Kareena Kapoor for their promotional activities.