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Abhijat head and shoulders
1. A brand of anti-dandruff
shampoo produced by
Procter & Gamble
"I never knew you had
dandruff"
Presented By
Abhijat Dhawal
A010
2. Do you have an idea
of Consumption
Chain?
What’s The NEED ??
Improves scalp health and provides
balanced conditioning for soft,
manageable hair.
Provides a moisturized flake-free scalp and
protects dry hair from damage and dryness
to reduce split ends and breakage
Improves scalp health and calms dry frizzy
hair to restore a silky smooth look
5. 57/12/2013
Perceptual Map of Product
Positioning
Anti dandruff
Nourishing
More
mild
Less
mild
Head & Shoulders
Clinic All Clear
Fiama de wills
Garnier Fructis
Sunsilk
Clinic Plus
Pantene
7. Why Head & Shoulders
0
5
10
15
20
Daily Twice in a week Weekly Monthly
Daily
6
Twice in a week
20
Weekly
14
Monthly
8
Series1
Firstly, it was able to differentiate itself from other anti- dandruff
shampoos by the means of introduction of new element ZPT.
Secondly, Head & Shoulders was able to create a strong appeal
as a mild, caring Anti-dandruff shampoo with lots of variants
based upon consumer needs.
8. Thirdly, belonging to P & G gives Head & Shoulders an esteem
in consumers mind and the quality maintenance with
appropriate pricing gave Head & Shoulders strong respect.
Fourthly, it’s innovative campaigns and pervasive ways of
promotion made the consumers well aware about Head &
Shoulders.
Quality
59%
Value for money
29%
Fragrance
6%
Others
6%
Quality
Value for money
Fragrance
Others
Consumer Says
9. News paper, 4%
TV, 70%
Word of mouth, 17%
Others, 9%
News paper
TV
Word of mouth
Advertisement
Product packaging
The product has eleven varieties with five SKUs each ( 2 ml and 3
ml sachet, 100ml, 200ml and 400ml pack).
The product uses attractive white and royal blue combination
as its base packing.
The product uses a freshness essence in it’s packaging which, in
consumers mind, creates a positive impression.
