10 step marketing plan of head & shoulders brian garcia

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The 10 Step Marketing Plan

Brian Joseph R. GarciaAteneo Graduate School of Business

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10 STEP Marketing Plan for Head & Shoulders

Brian Joseph R. GarciaFebruary 2011

brianjosephgarcia.blogspot.comthe ProDIGY

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer


Steps 1 to 5

Summary: PTM and Market1. Head & Shoulders PTM are men and women with

dandruff and scalp problems2. They 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 others

3. Consumers may choose Clear, Gard, Vaseline and other brands

4. The gap is that other shampoo brands focus on enhancing or improving hair condition (unmanageable hair, oily hair, dry hair, hair fall)

5. The Philippine shampoo industry market size is estimated at Php 12 Billion. Head & Shoulders has a market share of LESS THAN Php 1.8 Billion.


6. Head & Shoulders removes dandruff and stops it from coming back in just one wash, with a product range that suits various hair & scalp needs.

7. Average Price is pegged at Php0.56 /ml similar to its main competitor, Clear

8. Uses TV ads (Manny Pacquiao and Angel Locsin as main endorsers), print ads, boxing events, sponsorships, sales promo and social media

9. Nationwide distribution10. Niche strategy

Steps 6 to 10

Summary: Marketing Mix & Strategy


1. Primary Target Market

Demographics (18-35 years old, male & female, BCD social class, single & married)

Lifestyle: Lead an active lifestyle. Engages in work, sports and other physical activities and also who wants to interact and socialize with other people

Behavior (people with dandruff and scalp problems who takes a bath at least once a day and uses shampoo)


2. Head & Shoulders PTM’s NWD

Men and women need to address their: hygiene, scalp health, Social needs, esteem needs, self-actualization needs

Men and women choose Head and Shoulders over other anti-dandruff shampoos because of: Product awareness, effectiveness, technology used (ZPT – micronized patented formula), price, packaging, popularity of endorsers, credibility of the manufacturing company, a long well-established name, brand

Men and women expect the following when they use Head & Shoulders: dandruff elimination, revitalize scalp, remove itchy scalp, stops root cause of dandruff, stops dandruff from coming back, cools and refreshes the scalp, remove visible flakes in just one wash, more confidence in interacting and socializing with other people


2. Maslow’s Hierarchy of Needs

Healthy Hair, Avoiding the health condition to worsen, Proper Hygiene

Sense of Belongingness, to be loved or for friendship, avoid getting rejected or isolated from people due to condition

Self-Esteem, Building Up Confidence especially during close encounters


2. Head & Shoulders’ PTM’s NWD

Men and women need to address their: hygiene, scalp health, Social needs, esteem needs, self-actualization needs

Men and women choose Head and Shoulders over other anti-dandruff shampoos because of: Product awareness, effectiveness, technology used (ZPT – micronized patented formula), price, packaging, popularity of endorsers, credibility of the manufacturing company, a long well-established name, brand

Men and women expect the following when they use Head & Shoulders: dandruff elimination, revitalize scalp, remove itchy scalp, stops root cause of dandruff, stops dandruff from coming back, cools and refreshes the scalp, moisturize hair, stop hair fall, remove visible flakes in just one wash, more confidence in interacting and socializing with other people


3. Head and Shoulders Direct and Indirect Competitors Direct: Clear, Gard, Palmolive, Vaseline,

Rejoice Indirect: Nizoral, Sunsilk, Pantene, Biolink

VCO, Creamsilk, L’Oreal, anti-dandruff creams, lotions & oils, household remedies, hair spa treatments, dermatology prescribed treatments

Variables: Price, Scent, Brand, Packaging, Availability, Mother Brand, Needs addressed, Age bracket it targets, ease of use


3. Benefit Positioning vs. Brand Map

Anti-Dandruf

f

Hair Fall

Oily Hair

Sensitive

Scalp

Shiny Hair

Germ-Fighti

ng

Shampoo +

Conditioner

Non-Regular

Use

For Men

Soft Hair

Cool & Refreshing Hair

Hair Repair

Dry Hair

Added Volum

e

Perfect Ends

Aroma Vitalit

y

Head & Shoulders

Clear

Palmolive

Vaseline

Rejoice

Gard

Sunsilk

Pantene

Nizoral


4. The gap between customers and competition that Head & Shoulders targets

Head & Shoulders is a shampoo: Fights and removes dandruff for 100% flake-

free hair From a trusted, well-known and global brand presents various product range to suit

individual scalp types and specific needs Targets the root cause of dandruff and aims to

stop it from coming back For both men and women who want to be

more confident and achieve a healthy hair and scalp


4. The gap between customers and competition that Head & Shoulders targets

Other shampoos mainly focus on improving hair conditions Silky smooth, soft and manageable hair, to

moisturize dry and frizzy hair, address hair fall, add volume, etc.

Other anti-dandruff shampoos Focus only on flake-free scalp H&S emphasizes that it can remove and

stop dandruff from coming back in just one wash

Fights and removes dandruff in one wash


The value provided is based on an interview conducted

5. The shampoo market in the Philippines is valued at Php12 Billion


5. Head & Shoulders’ Market Size

WAKING THE SLEEPING GIANT

The shampoo is already gaining in share. The new, faster Unilever blasted it out to seven new markets in just six months last year, racking up sales of $367 million. In the Philippines, long considered P&G territory, Head & Shoulders was unchallenged in the antidandruff category until Clear launched in July, 2007. Five months later, Unilever's shampoo had overtaken Head & Shoulders to grab 15.6% of the market.

http://www.businessweek.com/globalbiz/content/feb2008/gb20080215_454648.htm




5. Head & Shoulders’ Market Size

Php 12 Billion market size multiplied by 15.6% market share of Clear = P 1.872 Billion

And in the end of the year 2007 Clear has surpassed Head & Shoulders in terms of market share

So Head & Shoulders Market Share in 2007 is less than Php 1.8 Billion


6. Product and its Variants

Variants:-Classic Clean (Clean & Dandruff Free)-Citrus Breeze (for Oily Hair)-Ocean Lift (Revitalize hair & Scalp)-Refresh (Cooling Menthol)-Extra Volume (Adds Body & Bounce)-Smooth & Silky (Smooth & Soft Hair)-Dry Scalp Care (Moisturize scalp)-Sensitive Care (for Sensitive Scalp)-Hair Endurance (Thicker Hair)-Clinical Strength (for Severe Dandruff)-Itchy Scalp Care (Clean & Shiny)


6. Packaging Sizes

Offers a wide variety of sizes, from long-term household use bottles to sachets -1.18 Liters -750ml -400ml -200ml -80ml -15ml -10ml


6. Competitors

VS

MAIN COMPETITOR OTHER COMPETITORS


6. Product in Retail Stores


Unique and distinct bottle shape with a clean look (white base color)

Claims to provide 7 scalp & hair benefits Fights dryness Calms Itch Relieves Irritation Reduces Redness Controls Oiliness Removes Flakes Leaves Hair Beautiful

6. Product Description


Has ZPT – micronized patented formula, Stays longer in the hair

For 100% flake free hair help eliminate dandruff symptoms, including a

tight, itchy scalp with regular use Instead of a medicated aroma, there are fresh,

zingy scents and the rich formula leaves hair feeling soft and manageable

Wide range of products that caters to various hair types, every kind of hair, from fine to frizzy, damaged to limp.

6. Product Description


Sizes Price

1.18 Liters Php 470

750ml Php 361.50

400ml Php 214

200ml Php 111.50

80ml Php 45

10ml (6pcs sachet) Php 30

7. Price

HEAD & SHOULDERS


Brand Price per ml

Head & Shoulders Php 0.56

Clear Php 0.56

Gard Php 0.59

Pantene Php 0.60

L’Oreal Php 0.77

Rejoice Php 0.47

Nizoral Php 4.23

Palmolive Php 0.52

Sunsilk Php 0.51

7. H&S pricing is leveled with direct competitors


8. Modes of Product Promotion

1

2

3

4


8. Head & Shoulders Promotions

TV ads: Current Main Endorsers: Manny Pacquiao & Angel Locsin

http://www.youtube.com/watch?v=nA6kF37a1t8

http://www.youtube.com/watch?v=D_s0lIJF_lI&playnext=1&list=PLF2E1923837B88C2B








Social Media – use of Facebook, blogs etc, website

Events and sponsorships - sporting events (e.g. Fights of Manny Pacquiao)

http://www.headandshoulders.com

http://www.headandshoulders.com/

http://www.headandshoulders.com/


Print Ads (but no billboards) Sales Promotions - Product bundling and

Multi brand commercial innovation (e.g. bundle with Whisper and Safeguard)

Public Relations and Publicity - Supports outreach such as shampoo donation for prisoners


Head and Shoulders communication style stands out because of its strong leverage on a popular Filipino icon that every Filipino can relate to, Manny Pacquiao. They constantly deliver their message of being the No.1 anti-dandruff shampoo.


Main Competitor Promo

CLEARTV Ads: endorsed by local and international celebrities like Rain and Nicole Scherzinger

http://www.youtube.com/watch?v=PufRmGlATV8&feature=related

Clear Black Valentine’s Concert and Events

Print Ads and Billboards




Main Competitor Promo

Clear Swap Challenge (2010): Get a FREE 100mL bottle of Clear Shampoo in exchange for any one (1) bottle or six (6) sachets of any anti-dandruff shampoo (except Clear)

Website for promo: www.clear.com.ph


Other Competitors Promo: Rejoice

http://www.youtube.com/watch?v=zNhOF-v_4Es

TV Advertisements




Other Competitors Promo: Rejoice: Vaseline

http://www.youtube.com/watch?v=Ti-ElG0HeBI

TV Advertisements




Other Competitors Promo: Palmolive

http://www.youtube.com/watch?v=qop4qFaH4gc

TV Advertisements




Other Competitors Promo: Gard

Website for promo: http://www.colgate.ph/app/Colgate/PH/ProductsPH/Shampoo/Gard.cvsp

http://www.colgate.ph/app/Colgate/PH/ProductsPH/Shampoo/Gard.cvsp




Head & Shoulders is available nationwide in: Supermarkets (SM, Rustan’s, Puregold,

Shopwise, etc.) Drugstores (Mercury Drug Store) Personal Care Stores (Watson’s) Convenience stores (7-eleven, Mini Stop) Market Stalls Small Groceries and Drugstores Sari-Sari stores Utilizes P&G’s distribution leverage

9. Place


Head & Shoulders capitalizes on its Supply and Distribution Leverage held by its mother company Procter & Gamble

P&G is a home for various trusted brands by Filipino for 70 years

Its primary goal is to create awareness and to solidify itself as the No.1 Anti-Dandruff Shampoo in the country as it associates its brand to the No.1 boxer in the world, Manny Pacquiao who is also recognized globally.

10. Head & Shoulders pushes itself to be the NICHE leader in the anti-dandruff shampoo market


SUMMARY


Steps 1 to 5

Summary headline of your PTM and market

1. Head & Shoulders PTM are men and women with dandruff and scalp problems

2. They 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 others

3. Consumers may choose Clear, Gard, Vaseline and other brands

4. The gap is that other shampoo brands focus on enhancing or improving hair condition (unmanageable hair, oily hair, dry hair, hair fall)

5. The Philippine shampoo industry market size is estimated at Php 12 Billion. Head & Shoulders has a market share of LESS THAN Php 1.8 Billion.


6. Head & Shoulders removes dandruff and stops it from coming back in just one wash, with a product range that suits various hair & scalp needs.

7. Average Price is pegged at Php0.56 /ml similar to its main competitor, Clear

8. Uses TV ads (Manny Pacquiao and Angel Locsin as main endorsers), print ads, boxing events, sponsorships, sales promo and social media

9. Nationwide distribution10. Niche strategy

Steps 6 to 10

Summary headline of the marketing mix & strategy


10 STEP Marketing Plan for Head & Shoulders

Brian Joseph R. GarciaFebruary 2011

10 step marketing plan of head & shoulders brian garcia

Documents

various hair scalp needs

scalp health

healthy scalp

itchy scalp

dandruff elimination

social needs

scalp problemsthey

esteem needs