Head & Shoulder

Market Analysis

1. HEAD & SHOULDERS BY GROUP 12: ARUSHI KOHLI(20DM046) AYUSH PRATAP SINGH(20DM052) BHANU PATHAK(20DM058) CHIRAG JASWAL(20DM066) DIKSHA GUPTA(20DM072)

2. Market size & Market share Hair care industry has evolved to the base of 22,500 crore in India. Rural market contributes 54% to the segment and Urban constitutes 44%. Anti – dandruff shampoos share is approximately 3,375 crores. One of every two rural consumers is seeking entry level hair nourishment products resulting in the rural market contributing 54% to the segment. 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.

3. Growth & Trends 1961 2020 Starting from niche market of anti-dandruff brand to world’s no.1 anti-dandruff shampoo Initial research from Pyrithione Zinc to Vita Zinc With Over 20 % of Global market share.

4.   WEAKNESS Less popularity in rural India Mainstream Media advocates to avoid the chemical products used in Head & Shoulders. STRENGTH Large Network for Distribution Brand Loyalty Strong Financial Position of P&G THREATS 1 . High Competition in Indian Market 2. New entrants 3. Uncertain Economic Conditions 4. Changes in tax structure. OPPORTUNITIES 1. Opportunity in Developing areas of India. 2. Expensive Imported Shampoos 3 . Increase in the Shampoo consumption due to awareness

5. PSYCHOGRAPHIC GEOGRAPHIC 1. MIDDLE CLASS PEOPLE 2. PEOPLE HAVING FLAKES 3. BRAND-CONSCIOUS 1.ANTI-DANDRUFF SHAMPOO 2. BRAND VALUE 3. EXTENDED TO “SOFT-HAIR & DANDRUFF REMOVING” 4. CLINICALLY PROVEN SEGMENTATION POSITIONING TARGETING STP

6. Competitor Analysis It can be analysed from the data that Head & Shoulders is facing very tough competition in the market from other products in its category and the major competitor is Dove while neck to neck competition with Sunsilk and Pantene. On the basis of: 1. Price: 2. Social Media reach: BRAND Qt. PRICE (Rs.) Head & Shoulders 1000ML 700 Dove 1000ML 555 Sunsilk 1000ML 469 Pantene 1000ML 650 BRAND FACEBOOK Head & Shoulders 9.7 M Dove 27 M Sunsilk 16 M Pantene 1.2 M 3. Brand Positioning: BRAND POSITIOINING Head & Shoulders Anti- Dandruff Shampoo Dove Damage Control, Daily Hair Care Sunsilk Silky, Shinny, Voluminous Strong and Black Coloured Hair Pantene Smooth, Lively, Long, Black Hair YOUTUBE REACH Head & Shoulders 9.7 M Dove 27 M Sunsilk 16 M Pantene 1.2 M

7. Buying Behaviour Men and women need to address their: hygiene, scalp health, social needs, self-actualization needs. They choose H&S 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 H&S: 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. The marketer has been studied and analyzed the consumer drives to choose a particular products and most of the selection process involved in purchasing is based on emotions and reasoning . The study of consumer behavior not only helps to understand the past but even predict the future.

8. v 1.QUALITY 2.BRAND NAME 3.DESIGN 4.VARIETY 1.WIDE DISTRIBUTION NETWORK 2.LOCATIONS 3.INVENTORY 1.TV ADVERTISEMENT 2.SALES PROMOTION 3.NEWSPAPER & RADIO 4.BILLBOARD 1.PRODUCT LINE PRICE 2.DISCOUNT & OFFERS

9. RECOMMENDATION According to the research done by us on consumer behavior, consumer are happy with the brand but the company needs to increase more community based awareness by expanding their reach on Social Media. Cost reduction for best competitive price. They should position their brand not only as anti-dandruff but also include other aspects of hair-care.