HEAD & SHOULDER SHAMPOO

(PREFERABLE A CONSUMER PACKAGED

GOOD

By

Mayank Shukla

Ebs Id - 0121PG010

ABOUT PRODUCT

Head & Shoulder Shampoo is a product of P&G. This is consider as Anti-Dandruff Shampoo. H&S is a major player of anti-dandruff . Its low involvement product. Here implement Krugmans theory of passive learning.

COMPETITORS
Clear Dove Clinic Plus Sunsilk Garnier-Fruitis

FINDINGS

The major user of Head & Shoulder is Males. According our primary data search mostly consumers influenced by TV advertisement and Word of mouth. According primary data ,price, packaging and content not play very crucial role.

Sunsilk and Dove this two product mostly prefer by Females. Females are more concern about theirs Shine and strong hair but Males are mostly prefer anti-dandruff. Different personality people like H&S - Sincerity , Competence Garnier Fruitis - Excitement H&S - Competence Dove & Sunsilk - Sophistication Clear - Ruggedness

Clear is the Competitor of H&S because both prefer as a Antidandruff shampoo. Basically shampoo user not concern about the content of the product .

STRENGTH
Strength

& WEAKNESS OF H&S

Weakness

International Brand Brand Loyalty High Quality Product

Competition with Clear Lagging behind Clear in terms of creative campaign

Well known brand

Availability of Products in different size Consumer Trust

ACCORDING MULTI ATTRIBUTE APPROACHa) Effective for dandruff b) Cost Effective c) Product uses attractive white and royal blue combination as its base packing. d) The product uses a freshness essence in its packaging which , in consumers mind, creates positive impression a) b) c) d) H&S ,its not make silky hair like dove. It basically for Anti-dandruff Not contain as such natural product Mostly popular with male

Overall its acceptable by Consumers and its prefer as good brand

RATING TO H&S BY USER AND NONUSER

According non-user they think anti-dandruff shampoo not good for shine hair. Its make hair rough. Some people think its costly Some non-user said its not effective for reduce hairfall

IMPLICATION OF FINDINGS

H&S need to change their product not only for the antidandruff . They try to shift the product as Hair-Care product H&S s brand ambassador is Karina Kapoor but according our studies its more prefer by male.

Formulation of New Product to meet consumer needs

o Make a shampoo of Herbal product

o Need to include ingredients like milk protein like Dove does . and Fruit like Garnier does. o Launch the multi-pupose shapoo which one for all.