4. Brief introduction
Brand value: US($394 million) for 2011.
Revenue: US($83.68 billion) for 2012.
Parent company: P&G.
Products category: Foods,beverages,cleaning
and personal care products.
Marketed: Worldwide.
5. Brief History
Founded: In 1837.
Founder(s): William Procter & James Gamble.
Headquarter(s): Cincinnati, Ohio, USA.
Area served: Worldwide.
Employees: 26000 approximately.
Lunched the H&S brand in 1961.
6. Company success
In 1859 sales reached $1 million.
In 1880 P&G began to make an inexpensive
soap.
In 1887 a profit sharing program was started
for workforce.
In 1930 P&G acquired Thomas Hedley co.
In 1946_1947 P&G lunched Detergent and
Prell shampoo.
7. SWOT Analysis
Strengths:
well known brand, high quality products.
Weakness:
Less popularity in rural areas as compared to
urban areas of Pakistan.
Competition with clinic all clear. (caps)
8. Continued…
Opportunities:
Increase in the shampoo consumption due to
awareness.
Heavy investment in research of anti-dandruff
shampoo.
Threats:
High competition in cosmetic industry.
Plenty other option available to consumers.
9. ANSOFF Matrix
Product
development
H&S Face wash
H&S Face cream
Diversification
Deals in pampers
Other health care
products
Market penetration
Market development
Lunch in 180 countries
Extend to rural areas of
Pakistan
10. Segmentation, Positioning
Segmented the market: shiny hair, black
hair, anti-dandruff, low price.
Targeting: higher middle class people, early
adopter, who care about the health of their
hair.
Positioning: more mild, nourishing, anti-
dandruff, less mild.
11. Latest news
Women everywhere are no stranger to damaging
their hair. yet, according to survey conducted on
behalf of H&S, 91%of US women continue to
damage their hair every day. (March
Head & shoulder lunched new danage rescue
shampoo helps prevent and rescue hair from
damage every day.
Head % shoulder is help women to save our
scalps, one head at a time.
