3. Introduction
Procter & Gamble started its operations in Pakistan in 1991 with
the goal of becoming the finest global local consumer goods company
operating in Pakistan. With commitment came growth, and in 1994 we
acquired a soap-manufacturing facility, a sprawling 7-acre land at Hub,
Balochistan. Over the past nine years, the plant achieved state-of-art
manufacturing technologies and quality assurance processes. With a
recent strategic investment of 5 million dollars, the bar soap
production capacity jumped three-fold.
As a company they have always believed in the potential Pakistan has
as a country and a nation to develop and excel. No wonder P&G
Pakistan, within the last 12 years, has reinvested over $100 million in
Pakistan and has contributed close to seven billion rupees to the
Pakistani government's revenues over the last 5 years in the form of
sales tax, customs and excise duties. That is also why 99% of the jobs
that P&G Pakistan creates in Pakistan are held by Pakistanis. All this
makes P&G a more locally involved company than many companies
actually headquartered in Pakistan.
Since the inception of P&G Pakistan, they have always committed
ourselves to business growth, consumer satisfaction and community
development.
Head & Shoulder is a shampoo that focuses on the dandruff control. It
is basically the product of Proctor & Gamble that is a multi national
company. It is recognized from the England institute of research which
is the world famous institute of research.
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4. Executive Summary
In the report we choose a product for survey. We
behave our self as marketing manager of P&G product
Head&Shoulder.We want to know the value of our product in people
and how many using our product and what changes are we can do in it
through we can satisfy our customer. For this purpose we conduct a
survey and focus on the young generation. Through this survey we
find out our prons and crons of our product. Then we compare our
product with other brand after we make conclusion and
recommendation to improve our product for the purpose of customer
satisfaction
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6. Segmentation and targeting
In this repot we chose a product that is HEAD&SHOLDER for the
opinion of the people for this purpose we make a questioner and
distribute it to people and collect their opinion the questions we
distribute in people and their opinion are ass follows.
Q: 1 we ask the people that what type of shampoo they are using?
In the response of this question we find that 38% of them are using
HEAD&SHOLDER24% are using SUNSILK 10 % are using PANTEEN
and 8% are using other like soap and so on.
40%
35%
30%
25% Head&Shoulder
Sunsilk
20%
Panteen
15%
Others
10%
5%
0%
Head&Shoulder Panteen
Q: 2 In second questions we ask them that are they satisfied with
this shampoo?
In the respond of this question e find that 70% are satisfied and 21%
are not satisfied and
9% are somewhat.
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7. 70%
60%
50%
40% Satisfied
Not Satisfied
30%
Somewhat
20%
10%
0%
Satisfied Not Somewhat
Satisfied
Q: 3 In this question we ask them why they satisfied with this
shampoo?
So in the respond of this question we find that 25% of the says that
they satisfied and this satisfaction is due to its grace ness and other
57% says because of quality and others says that because of its
reasonable price.
60%
50%
40%
Satisfied on Graceness
30%
Satisfied on quality
20% Satisfied on price
10%
0%
Satisfied Satisfied
on on price
Graceness
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8. Q: 4 In this question we ask the people that from how many years
they are using this shampoo?
In the response of this question all the people saying that they are
using this shampoo from two to three years.
Q:5 In this question we ask the people about the affordability of the
shampoo for the people in which 71% of them says that they are
satisfied with its price and remaining says that the price of the
shampoo are not affordable for them .
80%
70%
60%
50% Satisfied
40% DisSatisfied
30%
20%
10%
0%
Satisfied DisSatisfied
Q: 6 In this question we ask the people about our product which is
HEAD&SHOLDER that why they are not using this product?
In the response of this question 9% says that this is not affordable for
them 72% says that they are not satisfied with it and remain says that
there is another reason.
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9. 80%
70%
60%
50% Affordability
40% DisSatisfied
30% Other reasons
20%
10%
0%
Affordability Other
reasons
Q: 7 In this question we ask about the availability of this shampoo in
market?
In the response of this question 82% says that it is easily available in
the Market and other says that it is not available in the market.
90%
80%
70%
60%
Available
50%
Not Available
40%
30%
20%
10%
0%
Available Not
Available
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10. Q:8 in this question we ask that HEAD&SHOLDER is available in
original quality or not ?
In the response of this question we find that 50% says that it is
available in original quality and 50% says that it is not available in
original quality.
50%
45%
40%
35%
30% Available
25% Not Available
20%
15%
10%
5%
0%
Available Not
Available
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11. Q:9 In this question we ask the people about the improvement or
changing in the product then 25% of them says that there are changes
required and other says that there is no need of improvement .
80%
70%
60%
50% Required
40% Not Required
30%
20%
10%
0%
Required Not
Required
Q: 10 In this question about the flavors of the shampoo then 68%
people satisfied with the current flavors but other says that there is
need of more flavors.
Q:11 The question is about the expectation of this shampoo we
collect many responses in which mostly says that P&G will maintain
the quality and tried to reduce the price that all people can afford.
Q12: In this question we focus our customer on the base of gender.
We find that how our customers are male and female. 40% female are
using Head & shoulder and 60% male are using Head & Shoulder. The
reason of low rate of female using because they are much conscious
about their long hair.
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12. 60%
50%
40% Fe male
30% Male
20%
10%
0%
Fe male Male
Q13: In this question we focus that 80% young people are using
Head & Shoulder and reaming 13% are middle to old age and
remaining 7 % are children.
80%
60% Young
40%
Middle to
20%
Oldage
0%
Children
Young Children
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13. Q14: In this question we ask about the on what bases they are using
Head & Shoulder. We find that 20 % are using to control dandruff and
remaining for silky hair.
80%
60%
dandruff
40%
Sikey Hair
20%
0%
dandruff Sikey Hair
.
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16. Level of product:
We will discuss main three level of this product in this phase.
1. Core product:
It means that the main purpose of the product and the main purpose
of this product are to shampoo hairs and finish the dandruff.
2. Actual product:
The second level of the product is the actual product.
Packaging:
The packaging of the head &shoulder is in the big and small bottle and
also it is available in the small sachet that should save it from the
germs and other environmental factors and also it used to attract the
customers. It is available in different colors.
Features:
It is available in different flavors which are menthol, plain, silky black.
It s core purpose is the good hair but these are the extra features that
add the value in it and more satisfy the customer.
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17. Design:
It should be necessary that the designing of the product is according
to the customer need and according to our view the designing of the
head &shoulder is good because it is available in family pack and also
available in small pack.
Quality level:
The quality level of the head &shoulder is very good because when we
ask about the quality of this product to the customer who use it then
most of them answer that they use this shampoo because it finish the
dandruff in a few days and also it make the hair silky so we can say
that the quality of this product is good.
Brand name:
Brand name is according to the target segment and in this product we
segment we target the young generation and we think that the brand
name of this shampoo is very well according to the segment of the
product.
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18. 3.Augumented product:
Installation:
The installation of this product is that the deliverys of this product to
the market is without any extra price which is the extra feature of this
product basically there is a dealer of P & G in every District level or
Tehseel level who deliver the product.
After sale service:
As such there is no after sale service so this value added feature in
this product is not included.
Warranty;
If this shampoo expire in the shop then there is the facility that the
company of this product change it.
Delivery and credit:
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19. It is available on credit and deliver it where it has the demand and
where to place it.
Product classification:
It ;has two main heads.
• Consumer product
• Industrial product
Consumer product:
People use this shampoo for the personal consumption. The first head
of the consumer product is
Convenience product:
The purchase decision of this product is not taking too much time
because it is available at low prices. Customer utilize it frequently.
Shopping products:
This head is not applicable on this product.
Specialty products:
This head is not applicable.
Unsort product
This head is not applicable.
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20. Industrial product;
The head&shoulder is not an industrial product it is basically the
consumer product.
Individual product decisions:
This phase include the all decisions that helps us to attract our
customer.
Product attributes:
It mean the combination of the product and services. Our product is
the head&shoulder and the service of this product include the delivery
of this product to the shops and to the end customers.
Branding:
The brand name of this product for the target customer is good
because the target customer of this product is the young generation
and according to this targeting the brand name is very well.
Packaging:
The packaging of the head &shoulder is in the big and small bottle and
also it is available in the small sachet that should save it from the
germs and other environmental factors and also it used to attract the
customers. It is available in different colors.
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21. Product support services:
These are the extra features of the product and the extra feature of
the head &shoulder is its free delivery to the market and also the other
feature of the product is its expiry that its expire then company
change it .
The service profit chain:
The things which are coming under this phase are as follows
Healthy service profit and growth:
Head &shoulder provide the best services to its customers that it
increases the profit of the company and also help out in growth of the
company.
Satisfy and loyal customer:
Due to the high quality of the product the company satisfies its
customer and due to the satisfaction of the customer they can not
switch to the other company.
Greater service value:
The company provides the greater services as compare to its
competitor who helps the company to increase its customer and make
the existing customer more loyal with the company.
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22. Satisfied and productive service employees:
The company can provide the best services to their employees that
they can more productive and work hard for the organization.
Internal service quality:
In the internal environment of the company they can hire the more
expert people and also trained the existing employees to make them
more productive.
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23. New product development and product life cycle:
New product development and strategies:
First of all there are two persons named as proctor and gamble start
this company and started making the products. These products include
so many things and one of their product is the head &shoulder and
then make the patents of their formula of the products and then get
the license of the product then launch the original product which need
the so much improvement then improved its quality and when
customer come towards this product then make the more brands of
this product that customer satisfied and attract towards the head
&shoulder.
New product development:
This include the eight steps which are as follows
Idea generation:
Head&shoulder is used for anti dandruff then the company think that
there is the need of the other flavor of the shampoo which is the new
idea generation.
Idea screening:
They have the different ideas that they start the flavor as menthol,
anti dandruff with silky black and for long hair. Then from these ideas
the company selects the best idea which is the menthol.
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24. Concept development:
Then develop the concept at the place of the customer that customer
satisfied from it or not. For this purpose check the concept to apply it
on the group of the target customer.
Marketing strategy:
After the concept development define the market strategy for a new
product .First of all check its positioning and market share and also
profit. Then see the market budget and also see the distribution
channel then after this we see towards the marketing mix strategies
and sales and profit goals.
Product development and business analysis:
Then make the projection that the product satisfy the customer and
also satisfy company objectives if yes then move to the product
development stage and if no then again go towards the concept
development.
Test marketing:
Then in the test marketing the company uses the standard marketing
that it provide the product to all of its customers at full price then
check the feed back.
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25. Commercialization:
If the feed back of the product is good then go for the
commercialization the advertisement of the product.
Head&shoulder in the life cycle:
In the product development life cycle the head and shoulder is at the
last phase of the commercialization but the different new brand of the
head and shoulder which the company started is also on the first or
the second step.
Product life cycle:
Head &shoulder in the product life cycle is at the place of the maturity
because at this time the company sale is slow down and it attract the
potential buyers.
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27. Pricing product : Pricing consideration and approaches
Price :
Now the current price of the head & shoulder is afford able for its
customer and if we see the benefit in term of values which are as
follows
Product design :
The design of the bottle head & shoulder is attractive for its customer
Distribution :
Head&shulder has the strong distribution channel , it can be available
every where and customer can not find out any difficulty to buying this
product .
Promotion :
Promotion of head & shoulder is also very strong ,because of the
advertisement of the it is on the large scale .
Non price image:
Image of head & shoulder is also very good in the market
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28. External factors that effecting pricing decision .
Market and demand:
Demand of the head & shoulder in the market is very high if the price
of the head & shoulder is increase very less then it not effect to much
on its demand but if its price largely increase then it effect the demand
Competitor cost price & other :
In the market the price of the head & shoulder is same as compare its
competitors .But if it reduce its price by reducing its variable cost then
there is more chance that many customers of the competitors move
towards it ,and also the existing customer become more satisfied
Other external factors:
Pricing decision of head & shoulder is also based on other external
factors such as economically condition which are not as much
favorable for the company also the pricing decision based of the
reseller needs .
Elastic demand:
The demand of head & shoulder is elastic because the small change in
its price become the large change in its demand but the demand of
head & shoulder is also inelastic for those who have brand conscious .
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29. Pricing product pricing consideration and strategies :
New product pricing strategies:
Market skimming:
Head & shoulder not use the concept of market skimming because of it
can not increase its price to high generate maximum revenue there
price is stable .
And if any changes come its price then its maximum two to three
increase.
Market penetration:
This concept is not implemented on head & shoulder because they do
not reduce the price form their competitors. The price of head &
shoulder and its competitors are also same.
Product line price:
Product line of head & shoulder include the different brand but the
price of the entire brand is same this show that head & shoulder give
extra feature to its customers to attract the customers with out any
change in the price.
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30. Price adjustment strategies:
For the adjustment of the price make the strategies. These include six
strategies which are the situational and we can change these
strategies according to the condition. These strategies are as follows
Cash discount:
Provide discount directly to retailers if it purchase the product in bulk
quantity. It is a strategy adopt in the case of high market competition
and to increase market share as compare to competitor.
Quantity discount:
On the purchases of high volume of quantity the company reduces the
price of the product which is also the strategy for gaining the market
share.
Functional discount:
A price reduction offered by the seller to trade channel members to
perform certain functions such as selling, storing, record keeping such
as the proctor and Gamble provide to its intermediaries.
Seasonal discount:
This type of discount is not applicable on head &shoulder because its
sale not depends on the season.Its sales remains constant throughout
the year.
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31. Allowance
Proctor &Gamble use this pricing strategy to sale head &shoulder to
their retailers in response to an agreement of sale volume.
Segmented pricing:
Not applicable on the head&shoulder because the price of the head
&shoulder remain the same throughout the country and if we see its
price on international level then there is also a very little difference in
its price.
Psychological pricing:
In this strategy the price of the product become the higher because of
that the customer think that the quality of the product is also good as
compare to its price but this factor is also not implemented on the
head&shoulder.
Geographical pricing strategies:
Uniform delivery pricing:
This strategy include that the company bear the all charges of the
transportation and proctor and Gamble also bearing the charges of
transportation and freight charges.
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32. Zone pricing:
Proctor&Gamble have the same pricing strategy on all the zones in the
country.
International pricing:
This strategy include the difference in the price of a product in
different countries and Proctor&Gamble also charges the different
prices at different countries.The price of this product which is in
Pakistan is different as it is in the other countries.
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34. Distribution channels and logistic management
Levels of distribution channels:
A layer of intermediaries that play a role to place our provide product
from manufacturer and customer.
There are four levels of market channels which are as follows
1. Direct marketing channel
In this channel the product reach from manufacturer to consumer
directly. In it there is no involvement of any other intermediaries in
it. In different geographical condition Proctor&Gamble deliver the
product head&shoulder to their customer without involvement of
intermediaries.
2. Direct marketing channel
In this type of marketing channel only one intermediary involves.
First of the entire retailer buy the product from the production point
of Proctor&Gamble on the whole sale and then provide it to the
customer.
3.Selective distributive channel:
These are the distributive channel in which the product first comes
to the wholesaler then from wholesaler to retailer and then retailer
to customer.
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35. 4.Intensive distributive channel:
In this distribution channel the product comes form the
Proctor&Gamble to the whole seller then whole seller to jobber then
jobber to the retailer and then retailer to the customer.
Vertical marketing system:
Vertical marketing system is that system in which all the things are
provided by the company such as on their transport include the banner
of the product and also the separate placement for that product. The
concept of the vertical marketing system is implemented on the
product of Proctor&Gamble which is head&Shoulder.
Conventional marketing system:
This is that type of marketing system in which the product come from
manufacturer to wholesaler then wholesaler to retailer then retailer to
customer. This marketing system is used by the proctor&Gamble for
its product which is the head&Shoulder.
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36. Integrated marketing communication strategy :
The marketing communication mix:
In marketing communication mix we will discuss the blend of
advertisement, personal selling, sales promotion public relation and
direct marketing of head&shoulde by proctor&Gamble.
Advertisement:
In advertisement proctor&Gamble has been started strong
advertisement campaign of head&shoulder by using different media
channel such as television, newspapers and magazines
Personal selling:
Proctor&Gamble also involve in personal selling through sales force to
enhance sales indifferent locations and in rural areas as well.
Sales promotions:
Proctor &Gamble provide incentives to wholesalers and retailers to
promote the sale of head &shoulder
Public relations:
To increase sales level of head&shoulder P&G involve in building public
relations with different companies.
Direct marketing:
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37. Proctor & Gamble also involve to targeted individual customer to
obtain the individual response to cultivate the lasting relationship with
the customers.
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38. Comparison:
We compare our product with other brands which has same products
that is shampoo so it find out some point that are as under
Flavor:
Some people like many flavors in shampoo for example in SUNSILK
and PANTEEN they have at least five flavors but we are only two so
our many customers switch to other product.
Extra features:
Other brands of shampoo has some extra feature for example dandruff
control and also help to long hair ,but our shampoo is only for dandruff
control so our female customers that are much conscious for their long
hair switch to other .
Price:
Price is the major factor that can help to retain and attract out
customer. our price is same to other.
Quality:
As well as the concern of quality our quality is good than others.
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40. Steps in developing in effective communication:
Now we are discussing how we develop the effective
communication for the customer.
Identifying the targeted audience:
First step is Identifying the targeted audience in this step the
clear target of audience that we are segmented should be in mind .
proctor & gamble fuscous on the young generation to sell and
promote the product P&G
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41. Determining the communication objectives:
Awareness:
Proctor & gamble use the counter to aware the people about the
product it also use the poster to create the knowledge about the
product .
Linkage :
Proctor & gamble link with their customer if a customer see the poster
if he inspire the poster or model then that customer buy the product it
create the link with customer and company.
Knowledge :
Procter & gamble create the knowledge in consumer mind through
advertisement and other communication medias.
Preference :
Proctor & gamble use the different type of advertisement for the
promotion of the product that create the attraction for customer and
customer prefer that product .
Conviction:
Proctor & gamble use different type of techniques to convince the
customer to by their product .
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42. Purchase:
After all the process the customer prefer the product and purchase
that product.
Choosing Media :
After identification company chose the media in which company
advertisement.
Personal communication channel :
Proctor & gamble use the sales force channel to communicate with
customer .
Word of mouth influence :
Procter & gamble use the media if a employ satisfied the product then
he tell about the product that the product is good then other person
buy that product .
Non personal communication channel:
Proctor & gamble use the different type of media like TV, newspaper,
posters, bill boards to communicate the customers.
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44. Promotion Mix Strategies:
In promotion Mix strategies use the two type of strategies
Pull strategies and second is push strategies .
Pull strategies :
Procter & gamble use the pull strategies for example he produce the
menthol shampoo then the company advertise on different type of
channel to create the demand , mostly consumer switch to that
product .
Push strategies:
Proctor& gamble make the large quantity of product and then the
market advertise about the product on different communication
channel.
Advertising clutter:
Different ways of advertising is discussed under this phase.
Television:
P&G is using the television for the purpose of communication>P&G
infact place all types of advertisement mostly on the television.
Radio:
The second type of the telecommunication media is the radio.But P&G
is not mostly use this media to communicate with their customers.
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45. Magazines:
Magazine is the another telecommunication media and P&G also used
the magazine for the promotion of its products and for the
communication with the customer
Newspapers:
Another type of media is the newspaper and P&G also use this type of
media for the communication purpose.
Billboards:
P&G also use the billboards for the communication purposewith their
customer.
Internet websites:
This media is also used for the communication purpose the web site of
the P&G is as follows
www.pg.com
Marketing plan:
To establish a marketing plan the following aspects that P&G keep in
mind. These are as follows
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46. Situation analysis:
To analyze the situation of the market when make the plan. Also see
the demand of the market and the geographical location.
Marketing objectives:
To see the objective of the market that what we want to do and what
we are going to convey to our customers.
Marketing budget:
P&G see the budget of the marketing of the product and on the base
of this budget he make the strategy for their plan.
Market strategy:
P&G also see its market share which is nearly about to30% .It also see
its competitors and then make the strategy on the base of market
share and on the base of competitor.
Marketing tactics:
P&G use different market tactics to promote its product that is an
aspect of marketing plan.
Evaluation:
At the end evaluate it.
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47. Conclusion:
From this survey we found that there are few brands of shampoo that
are famous in the market and people want and demand of them.
There are number of reasons that the people are bound to purchase
that particular brand available in the market.
According to result of survey we found that near about 1/3 of the
population use HEAD&SHOLDER and large no of population uses other
brands.
Most of the people satisfy from the brand they are currently using, but
the no of the people are not satisfied from the quality packing and
price as well.
A large no of people want to reduce in the price of family pack
according to the customer point of view it is easily available in the
market in the same price. People want innovation in these kinds of
products .most of the people are brand conscious .A reasonable no of
people are not satisfied from its quality
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48. Recommendation:
According to conclusion of survey that has been conducted we
recommend as follows.
The price should be affordable.
The packing should be improved.
It should be available in different kind of packing.
Flavors should be changed.
The quality should be improved.
Strong awareness cam pain should be started that people can to
understand the feature of the product.
it should available in different flavors.
It should not be harmful for eyes
Some innovative features should be added
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