10 Step Marketing Plan of Head & Shoulders brian garcia
1. The 10 Step Marketing Plan Brian Joseph R. Garcia Ateneo Graduate School of Business
2. 2 10 STEP Marketing Plan for Head & Shoulders Brian Joseph R. Garcia February 2011
3. 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
4. Steps 1 to 5Summary: PTM and Market Head & Shoulders PTM are men and women with dandruff and scalp problems 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 Consumers may choose Clear, Gard, Vaseline and other brands The gap is that other shampoo brands focus on enhancing or improving hair condition (unmanageable hair, oily hair, dry hair, hair fall) 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.
5. Head & Shoulders removes dandruff and stops it from coming back in just one wash, with a product range that suits various hair & scalp needs. Average Price is pegged at Php0.56 /ml similar to its main competitor, Clear Uses TV ads (Manny Pacquiao and Angel Locsin as main endorsers), print ads, boxing events, sponsorships, sales promo and social media Nationwide distribution Niche strategy Steps 6 to 10Summary: Marketing Mix & Strategy
6. 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)
7. 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
8. 2. Maslow’s Hierarchy of Needs Self-Esteem, Building Up Confidence especially during close encounters Sense of Belongingness, to be loved or for friendship, avoid getting rejected or isolated from people due to condition Healthy Hair, Avoiding the health condition to worsen, Proper Hygiene
9. 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
10. 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
12. 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
13. 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
14. The value provided is based on an interview conducted 5. The shampoo market in the Philippines is valued at Php12 Billion
15. 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
16. 5. Head & Shoulders’ Market Size Php12 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
17. 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)
18. 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
21. 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
22. 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
26. 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
27. 8. Head & Shoulders Promotions Events and sponsorships - sporting events (e.g. Fights of Manny Pacquiao) Social Media – use of Facebook, blogs etc, website http://www.headandshoulders.com
28. 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 8. Head & Shoulders Promotions 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.
29. Main Competitor Promo CLEAR TV Ads: endorsed by local and international celebrities like Rain and Nicole Scherzinger Clear Black Valentine’s Concert and Events http://www.youtube.com/watch?v=PufRmGlATV8&feature=related Print Ads and Billboards
30. 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
34. Other Competitors Promo: Gard Website for promo: http://www.colgate.ph/app/Colgate/PH/ProductsPH/Shampoo/Gard.cvsp
35. 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
36. 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
38. Steps 1 to 5Summary headline of your PTM and market Head & Shoulders PTM are men and women with dandruff and scalp problems 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 Consumers may choose Clear, Gard, Vaseline and other brands The gap is that other shampoo brands focus on enhancing or improving hair condition (unmanageable hair, oily hair, dry hair, hair fall) 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.
39. Head & Shoulders removes dandruff and stops it from coming back in just one wash, with a product range that suits various hair & scalp needs. Average Price is pegged at Php0.56 /ml similar to its main competitor, Clear Uses TV ads (Manny Pacquiao and Angel Locsin as main endorsers), print ads, boxing events, sponsorships, sales promo and social media Nationwide distribution Niche strategy Steps 6 to 10Summary headline of the marketing mix & strategy
40. 40 10 STEP Marketing Plan for Head & Shoulders Brian Joseph R. Garcia February 2011
