Project Report On Head And Shoulders Shampoo Marketing Essay

Project Report On Head And Shoulders Shampoo Marketing Essay INTRODUCTION: Procter Gamble  (PG) is an American  company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning  and  personal care products. In 2011, PG recorded $82.6 billion dollars in sales.  Fortune  magazine ranked PG at fifth place of the Worlds Most Admired Companies list, which was up from sixth place in 2010. Procter Gamble is the only Fortune 500 Company to issue C Share common stock. As of July 1, 2011, the company structure is categorized into two Global Business Units with each one further divided into Business Segments according to the companys 2011 Annual Report. Dimitri Panayotopoulos is Vice Chairman of Global Business Units. The following segment constitutes of PG business: Beauty segment Grooming segment Health Care segment Snacks Pet Care segment Fabric Care Home Care segment Baby Care Family Home Care segment Manufacturing operations are based in the following regions: United Sates of America, Europe, Canada, China (31 wholly owned factories and other part of Asia, Philippines, Africa, Mexico, Australia, Latin America. About the Brand: Head Shoulders  is a  brand  of anti-dandruff  produced by  PG 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. Head Shoulders is the worlds number one anti-dandruff shampoo. A power brand from PG, this brand made it debuted in India in year of 1997. In the highly competitive shampoo market, which is estimated to be worth around Rs.1800 Cr, HS 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 HS fueled the growth of this specialty market. Now anti-dandruff segment constitute around 15% of the shampoo market moreover PG is the global market leader in the retail hair care market with over 20% of the global market share behind Pantene and Head Shoulders. According to PGs annual report of 2011, the Beauty and grooming market share which primarily deals with the beauty segment constitute of % of net sale of 24% and percentage of net earning account to 23% for PG. The prominent brand is Head and Shoulders in this segment. Strategic Planning Models: SWOT analysis of Head Shoulders: Strength Weakness International brand with great brand equity. Only segmented as an anti-dandruff shampoo whereas the competitor has wide range of shampoos with different features. Strong financial position in market. Mostly perceived as a harsh shampoo. Brand loyalty. Less emphasis on other new research based ingredients and formulas. High quality Services. More specific to male gender. Availability of products in different demographics areas, pricing and market good-will. Large network for distribution. Opportunities Threat With the inclusion of FDI policy, PG can revive its brand equity. Inflation in Indian economy. Expansion of market aimed towards all age groups, including middle aged women which has significant market share. High competitive market with new entrants like Loreal and Dove in shampoo segment. Have a great opportunity in new developing areas of India. BCG matrix of Head Shoulders: BCG matrix stands for Boston consulting group. This is also known as Growth-Share matrix. This matrix helps us to classify a business of a company in four categories namely- Star, Question mark, Cash Cows and Dogs. The details of each are given as follows: Stars: This tiles represents the high growth rate and high market share i.e. the business is leader in its area. Cash Cows: This tile represents high relative market share and low market growth rate. Question mark: Here the growth rate is high but the market share is relatively low. Dogs: This is segment where the growth rate is slow and has low market share as in the business is lagging behind considerably. Head and Shoulder can relatively be positioned in between the cross-sectional area of Question mark and Star. The reason can be: The market share of HS is low but the growth rate is high. HS needs to re-plan and revise it marketing plan as the opportunity is ample which can make into star category completely. Customer Value: Customer value can be defined as the consumer get in return to their money. The performance of a company is measured how the product or services gives the customer value in compare to what the competitor are offering. Here HS claims that the shampoo delivers 100% dandruff-free hairs even with low price, hence we can state that HS delivers good customer value and satisfaction level. The value delivery chains relates it-self to supply chain i.e. how it partners with suppliers and distributions from formulating raw material and distribution of its produced. HS being a PGs daughter company, takes a good leverage of good distribution channel and supply chain. Prominently HS sold in India is mostly shipped from Gulf countries. With the introduction of sachets of denomination Rs.1 and Rs.3, HS reached the rural market easily. With more and more free sample distribution and blind-test, the company is quite successful in value delivery chain. Marketing plan: HS 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. The gap is that the other shampoo brands focus on enhancing or improving hair-condition. Marketing mix and Strategy : HS 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. HS hired actor Saif Ali Khan and actress Kareena Kapoor for their promotional activities. Nationwide distribution of HS is good. Marketing environment- Micro and Macro: There are two types of environment which company deals with macro environment and micro environment. Micro environment are as follows: Customer Stakeholder Media Public Competitor Supplier Employee Macro Environment Political Environment Technological Environment Socio-cultural Environment Economical Environment Consumer Buying Behavior: Men and women need to address their: hygiene, scalp health, social needs, self-actualization needs. They choose HS over other anti-dandruff shampoos because of the following reason: Product awareness, effectiveness, technology used, price, packaging, popularity of endorses, credibility of the manufacturing company. Men and women expect the following when the use HS: Dandruff elimination Revitalize scalp Remove itchy scalp Stop root cause of dandruff Stops dandruff from coming back Cools and refreshes the scalp Remove visible flakes More confidence in interacting and socializing with other people. Maslows Hierarchy of Needs: It probably safe to say the best theory of motivation is Maslows. Maslow hypnotized in every human being there exist a hierarchy of five needs. Physiological Safety Social Esteem Self actualization. Untitled.png Marketing Research: Marketing research tools used by HS- Quantitative tools- HS undertook research to generate new ideas for the product and market development. The researches engaged the customers in detailed discussion over different features of their products. As a result the personal interaction between the researches and the consumers was high, the major qualitative tools used by HS included focus group discussions in-home visits in context visits in-store interviews Focus group discussions: Here, a group of people who uses the HS shampoo in brought under a discussion about the every aspect of it including quality, after-use satisfaction, thoughts of the user etc. The discussion is presided by a moderator who takes notes and feedback of the customers. In-Home visits: This technique is more used in western countries where the product is taken to a home and then feedback is taken from a individual. In context visits: To observe to practical difficulty consumer faces. Apart from gaining information on the way consumer actually uses a product, the researcher elicits theirs opinions on the product and weather they wish to suggest any modification. In-Store visits: HS used this strategy extensively to gather the information from the consumer right from where it buys the product. The surveyor uses some questionnaires to know the consumers opinions which helps the company to develop further strategy. Segmentation, Target and Positioning: Segmentation: A market segment consists of a group of customers who share a similar set of needs and wants. Rather than creating the segments, the marketers task is to identify them an decide which ones to target. The available segments of HS can be found based on demography, geography, pshychography or life style. But being an FMCG product a shampoo brand like HS the demographic and geographic segmentation is not as important as it based upon the life-style as well as customer preferences despite of their above segmentation. The core segments are Anti-dandruff black hair shiny hair low-price HS started operating in the anti-dandruff segment. As a added benefit it also emphasized on smooth hair. In India, shampoo of HS mostly segmented on basis of age and their wants. Its choose men and women of twenty to thirty-five age. Here they targeted them with different strategy like mind-set, social need and other factor. Target Market: Target market is the section of consumer which the business has decided to put marketing efforts. Target market is done after segmenting where they filter out the localized group and choose a particular section of consumer so that their product provides adequate brand equity and brand value. The target market for HS are the higher middle class people who are brand conscious, early adopter and who care about the overall health of their hair. HS targets the people of middle age men ( in the beginning) having scalp and dandruff problems. At the initial period of its marketing strategy, it showed advertisement which show the facts with only one use of the product, the shampoo gives almost 100% relief from shampoo. It introduced many other features like menthol, volume boost, hair-fall therapy for the college going youth and young professional with hair conscious. HS took the advantage of physiological mentality of this user group with adopting ads where prominent actors were used. Positioning Brand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focusses at all points of contact with the consumer. Brand positioning must make sure that: Is it unique/distinctive vs. competitors ? Is it significant and encouraging to the niche market ? Is it appropriate to all major geographic markets and businesses ? Is the proposition validated with unique, appropriate and original products ? Is it sustainable can it be delivered constantly across all points of contact with the consumer? Is it helpful for organization to achieve its financial goals ? Is it able to support and boost up the organization ? HS is positioned as anti-dandruff product which clear flakes with one wash. As the market leader it has successfully acquired the niche market of anti-dandruff segment. The effective distribution channel and deep penetration in the rural market has boosted up the sales in past year making it a leader. According to annual report of HS 2011 the quote states HS was relatively small, primarily north American brand a decade ago. We invested in combination of marketing and product innovations and began to expand the brand globally. Since then w have more than tripled sales and HS is now the largest shampoo brand in the world. Questionnaires How often do you use a shampoo ? a. Daily b. Alternate c. Weekly d. Not in a regular basis From the 5 shampoo listed below which one you use? a. Sunsilk b. Pantene c. Clinic All Clear d. Head Shoulder e. Dove f. If any other, please specify: ______________ While buying a shampoo, which option you keep in mind ? a. Price b. Quality c. Brand d. Hair Type. While buying a shampoo, which of the below listed options, do you consider in hair type? a. Smell b. Moisturizing Capabilities c. Clarifying Capabilities d. Shine factor e. Shampoo Colour f. Volumizing Capabilities g. Other please specify ____________________ How many different shampoos have you used in the past 6 months? a. 1 b. 2 c. 3 d. 4 e. 5 f. Will you care to specify _______ 6. Do you prefer to buy a sachets or bottled one? a. Sachets b. Bottled 7. Are you concerned about any chemicals that could be considered harmful to your scalp? a. Yes b. No c. Please specify ___________ 8. How do you perceive Head Shoulder brand? Specify ________________________________ 9. Would you be interested in a free sample? a. Yes b. No 10. Have you ever taken a scalp or a hair quality test clinically? a. Yes b. No If yes, would you like to share you outcome? ___________________________________ 11. Who influence you to purchase a brand ? a. Family b. Doctor c. Advertisement d. Self e. Other Name: _______________________ Gender: Male/ Female Mobile Number: _______________ Email ID: _____________________

The Importance of Safety in Maintaining Good Health Essay -- utilizing

Utilizing safety precautions is among the factors of obtaining a high degree of physical wellbeing. Facebook posts, blogs, personal experience, and the news are just some of the sources where you hear stories about children, young adults, and grown adults who end up physically hurt, hospitalized and sometimes even dead due to the fact that they were not utilizing safety precautions. Utilizing safety precautions is something everyone is capable of. Those who ignore or choose not to utilize safety precautions are often categorized as adolescents. â€Å"Teen alcohol use kills about 4,700 people each year, more than all illegal drugs combined† (CDC). The Century Council says about 43% of teens that drinks do so at a party that is supervised by parents. Often time’s people develop religious belief through their parent or guardian, it was the way their parents were raised, the way the child was raised and the chain usually continues. Parents or guardians with religious faith often refrain from the use of alcohol because their religion or church is not in favor of it, or of their own personal conviction. Parents who refrain form alcohol because of their religion would expect the same of their children. Because of the religion they possess, no party with alcohol would be in the house of those parents, resulting in their child refraining from alcohol use, and thus being able to think while sober and utilize safety precautions. As well as having a sober mindset and implementing safety precautions the adolescents personal religious beliefs, and convictions would refrain them from making choices that would put them in a situation where their safety is at risk. Those with religious beliefs appear to be making choices consistently and rationally thu... ...n[uk]. N.p., n.d. Web. 01 Apr. 2014. . "Washington State University." Wellbeing. N.p., n.d. Web. 02 Apr. 2014. "What We Believe." The Salvation Army. The Salvation Army, n.d. Web. 02 Apr. 2014. . White, Martha C. "5 Reasons Your Job Is Making You Miserable." Business Money 5 Reasons Your Job Is Making You Miserable Comments. Time Magazine, 28 Oct. 2013. Web. 02 Apr. 2014. . "Why Tim Keller Wants You to Stay in That Job You Hate." Interview by Andy Crouch. Christianity Today. Christianity Today, 22 Apr. 2013. Web. 2 Apr. 2014. .

1984: Power Hunger Leads to Society Downfall

In the eyes of a power hungry ruler, a totalitarian government would be paradise. It would be thought that if a leader is so happy with the way he rules his country, the grass would be greener on the other side. In this case, it is far from it. Citizens are forced to act upon the government’s rules, and failure to do so would only earn them a horrid session of torment and consequence. People are constantly under the government’s thumb, and practically have no say in what goes on around them. An American President once said, â€Å" The seeds of totalitarian regimes are nurtured by misery and want. They spread and grow in the evil soil of poverty and strife. They reach their full growth when the hope of a people for a better life has died† (Harry Truman). A totalitarian government’s goal is to see and ignore the peoples’ needs, then take that factor and use it against them by making threats of not making change if the people choose not to cooperate with them. They promise the society a better life, so long as the people do not cease to abide by the government’s orders. When everyone is a mere laborer for the government, looking forward to seeing no change and happiness in their surroundings, the government has then accomplished their goal, and continue to control its people like puppets in their hands. In the end, this comes to show that Truman was indeed theoretically correct, for every ruler who had claimed to be a totalitarian had oppressed their people of rights and freedom, and Truman took action to notice the effects. In 1984, the society of Oceania was overrun by a totalitarian government. During Josef Stalin’s reigning era, he also partook in a totalitarian government. The people were beaten to death, starved, and looked forward to nothing, but were forced to act as they were told. In 1984, the society of Oceania was deprived of having emotion, rights and privacy. The country was able to be easily taken over by using Truman’s three steps to a totalitarian government: seeds, growth and full growth. Even before Big Brother was created, life was still hard for Winston,† above all he remembered his continuous hunger, and the fierce sordid battles at mealtimes† ( Orwell 134). With a society taken over by starvation, the people would easily be tricked into anything that talks about making the country a better place, with unlimited materials the people could use for their daily necessities. This shows how the country could potentially start narrow-mindedly thinking that if they choose what they think has the most advantages, it would put an end to their misery and want, and finally focus on what they need. As soon as the government takes control, they start to make changed in the society. The government gives their people the bare minimum to make sure they always come running back for more, â€Å" war is the way of shattering to pieces, or pouring into the depths of the sea, materials which might otherwise be used to make the masses too comfortable, and hence in the long run, too intelligent† (Orwell 157). Though the government may have slightly improved the conditions of the society, it still left the people with not enough to be happy and content with, which kept them running back to the government for anything and everything they needed. The government left its people in poverty and strife, hoping for positive changes but not getting too excited about what to expect in their future. The government has reached its full potential when the people are under their complete control, looking forward to no change or happiness in the future. O’Brien immediately got down to the point and told Winston what they planned to do to him, â€Å" Do not imagine that you will save yourself, Winston, however completely you surrender to us. No one who has once gone astray is ever spared. And even if we chose to let you live out the natural term of your life, you still would never escape from us† ( Orwell 211). At this point, Winston is under complete control of the government. Any hope for a better life would be utterly impossible, and the thought of once again being free would be unthinkable. This comes to show just how easy it is for the government to take over the country, leaving its people with no happiness or future. In the end, the country of Oceania which was deprived of having a normal human life style was taken over by a totalitarian government by using Truman’s three steps: seeds, growth and full growth. Josef Stalin, the Russian ruler of the time, also looked to totalitarianism for the answer to unlimited power. Just as Truman stated, Stalin took over his country by using misery, poverty and hopelessness against his people. Even before Stalin came into power, working conditions were far below basic. There’s famine in the Ukraine, during 1933, it drove many people to steal grain from a collective farm, which resulted in their deaths due to Stalin’s authority (â€Å" Famine in the Ukraineâ€Å"). With people’s lives in despair, it was easier for Stalin to trick the people into voting for him as the new ruler. With his too good to be true speeches, the people could not help but believe that they could see drastic change in their society. Little did they know they would see change, but not the type of change they wanted. Stalin used the people’s misery to lie to them into thinking they would get a better life and living conditions. When the people kept on believing that what they heard was true, they hurriedly voted him the new ruler of their country. During Stalin’s era, the KNVD bound victims hands and feet, stripped them to their underwear, lined tem up, and shot them in the back of the head, (â€Å" Mass graves uncoveredâ€Å"). When people realized how Stalin treated the victims, they did not dare to break any laws. Stalin was in control, and nobody could change that. It did not take long until Stalin had gotten the whole country writhed between his fingers. By 1919, Stalin had gotten both the party and public under his complete control (â€Å" Political manipulation†¦ and then there was noneâ€Å"). With everyone under his thumb, Stalin had gotten the power to do whatever he wanted. The whole government was run by his commands, and failure to listen was resulted with being the next victims to his harsh punishments. By using the three parts of Truman’s speech, Stalin was able to convince, gain control, and abuse the people by claming that he would fix their misery, and ending up purring the people through poverty and strife, losing hope of having any improvements in their lives. Truman was officially correct when he talked about the way totalitarianism worked. By using the people’s needs for another reason to step into power, power hungry rulers could easily gain control, make the people suffer though poverty and strife, and then cause them to lose hope of once again having any happiness or good in their lives. All three stages of Truman’s speech could lead to a ruler completely taking aver a country, leaving the people hopeless and defenseless against the government. If the U. S. as taken over by a totalitarian government, over three quarters of what the citizens have today would be banished, and everyone would have absolutely no say in what goes in in their surroundings. The American citizens would be forced to act upon the government’s rules, and any attempts of rebellion or revolt would follow up with harsh punishments and maybe even death. This shows how hard it was for people back then to live their lives the way they wanted to, always in fear of losing their lives to the government.

Should The United States Government Offer Incentives For

Should the United States Government offer incentives for organ donation? Many suggest that offering incentives or some form of monetary reimbursement for organs is likely to increase the quantity of organ donors and make the entire process easier for both donors and recipients. The severe organ shortage has generated such desperation that people all over the world have begun to resort to unethical practices to obtain the priceless organs. Most donated organs and tissues are from people who have died. However, a living person can donate some organs as well as stem cells, blood, and platelets. The amount of people in the U.S. that are not able to donate organs is minimal. People with certain medical conditions are not able to donate†¦show more content†¦The patients removed from the list are not included in this figure. Most die waiting for organs that living donors could have supplied. A number of patients are never even added to the waiting list because their doctor believes their chances of receiving an organ are just too low. (Tabarrok) A recent survey commissioned by the U.S. government found that payments would make 19% of people more likely (and 9% of people less likely) to donate the organs of a deceased relative. Another study performed by the University of Pennsylvania and the Philadelphia VA Medical Center found that payments would draw more participants without relying disproportionately on poor people. Responses showed that payments increased the number of participants who said they would give a kidney to a stranger; those increases were similar for those with high and low incomes. The study reported that participants’ willingness to give increased significantly as health risks to donors diminished, when payments rose, and if the recipient and donor were related. Organ transplant surgery is extremely expensive. The cost of the organ itself is paid for by the transplant recipient s health insurance policy. Some people who receive transplants have a hard time affording the cost of the transplant or related expenses. The initial testing that is required for a patient to be placed on the waiting list for a transplant can cost over $10,000. The cost of the transplantShow MoreRelatedClimate Change Regulation Paper1090 Words   |  5 Pagesto discuss government regulation of climate change as well to explain various viewpoints on climate change, and explain and justify, briefly, my viewpoint on the issue of climate change.  This paper will also describe command and control regulations versus incentive based regulations, and provide the advantages and disadvantages of each. Lastly this paper will describe which type of regulations I would advocate if I were in the Federal Congress or Administration and why.  Ã‚   U.S. Government Regulation Read MoreAccess Plus Health Care Initiative Essay1628 Words   |  7 Pagesregion, and finally how the government in the region has influenced the decision to expand into California. Refer to the appendix for previous findings. Access Plus Health Care Initiative Over the course of the past four weeks, the Medical Liaison officer has given the board a series of reviews on the state of healthcare in California. The board has learned about the hospitals, physicians, other providers, financial plans, and the influence of the federal government in the region. After all ofRead MoreHealth Policy and The Federal Government Essay examples1238 Words   |  5 Pagesoften hear about the uninsured and underinsured, how many millions of Americans are going without. What we do not hear about is how implementing new Health IT strategies we will help reform the health care system as well. We are all aware of the governments current financial situation but we cannot get anywhere without spending first. What are some of the major milestones in the development and advancement of Health IT? Health information technology (IT) has always been in development but withinRead MoreAn Interesting Topic Of Taxation972 Words   |  4 Pagesactually for rhyme to the senator’s reasoning. The senator’s goal is to ultimately keep more jobs on United States soil. Many jobs in the United States have been lost to cheaper labor overseas. This proposal aims to bringing someone of those jobs back to America by implementing a high taxation on customer service phone calls that are being answered outside of the United States. Schumer’s policy states, â€Å"the tax per outsourced call would be 25 cents for the company. In addition to informing the callerRead MoreHow Student Loans Have Affected The Cost Of Tuition964 Words   |  4 Pagesan average educational cost of 5,974 and England follows with an estimated average cost of 5,288. In spite the tuition in the United States being more than twice that of its allies; the main problem contributing to the continuing rise o f tuition are the billions of dollars owed in both federal and private student loans. Unfortunately, out of 15 countries the United States held the number one position when it came down to the cost of a higher education (including books, fees, room and board).WithRead MoreMaking Preservation Possible For City Skylines1659 Words   |  7 PagesPreservation Possible City skylines can be easily recognized for their unique architectural features, such as sharply pointed steeples, dramatic heights, and distinctively shaped buildings. In the United States, the skylines of New York, Chicago, and Seattle show familiar features, such as the Empire State Building, the Sears Tower, and the Space Needle respectively. Buildings in Charleston, South Carolina, and Savannah, Georgia are also acclaimed for their quaint style and â€Å"Southern Charm.† Many ofRead MoreHow to Solve the Foreclosure Crisis Essay1250 Words   |  5 PagesAmericans are stuck in large mortgages with no means to pay them. Many of these debtors are faced with mortgages that are greater than the values of their homes due to impairment resulting from the market collapse. With the job market in its current state and unemployment continuing to grow, most of these debtors look to default as the best solution to their problems. Simply, the best preventive measure to the foreclosure crisis would have been to not to overextend yourself. The credit phenomenonRead More How Can We Encourage Organ Donation? Essay1333 Words   |  6 Pagespeople die each year in the United States alone waiting for organ transplants. In 1997 the United States Department of Health and Human Services reported that 56,716 people were waiting for hearts, lungs, pancreases, and kidneys. By 1998 this number had increased to 64,423 people waiting (Charatan). The list of those people in need of transplants increases almost twenty percent every year while the number of donors increases only ten percent during the same time (United Network for Organ SharingRead MoreA Free Fair Election Is The Keystone Of Every Democracy1429 Words   |  6 Pagesby the government, and thus, their future. The US has been in the forefront in democracy since the year 1788 when the Constitution was ratified. However, the electoral tradition was established during the colonial time and it is rooted in the British history (Carter, 2002). The American electoral system is complicated and confusing. It has been designed to ensure universal suffrage to all women and men who are the United States citizens of age eighteen years and above. In the United States, electionsRead MoreObamacare And Affordable Care Act1728 Words   |  7 PagesThe United States of America is the most prosperous and free country in the world because of hard working citizens and the God-given freedoms we possess. America has contributed countless scientific and medical discoveries and accomplished feats deemed impossible by others. The wealth and progress in this country was not brought about by government intervention and supervision, but from individuals who had the freedom to do what they did best. Because of this freedom, America’s healthcare is currently