Head and Shoulders Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 05, 2017
Marketing Strategy of Head and Shoulders analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Head and Shoulders marketing mix, help the brand succeed.
Head and Shoulders marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Head and Shoulders Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Head and Shoulders Product Strategy:
The product strategy and mix in Head and Shoulders marketing strategy can be explained as follows:
Head and Shoulders is a leading haircare brand making shampoos & hair conditioners. Head and Shoulders started with Proctor and Gamble scientists spending 10 years finding the magic formula to solve the widespread problem of dandruff. Post the research, they started using Zinc Pyrithine in their formula. It was very effective against dandruff due to its anti-fungal properties. Head and shoulders has gained the trust of consumers by providing quality products. The product promises to remove dandruff and give clean, healthy hair to users. Company claims it has the best dandruff cleaning formula to eradicate even the thinnest shred of dandruff from the scalp. The packing of Head and Shoulders constitutes of tactfully shaped white bottles with elements that resemble the essence of freshness in the minds of the viewers. The brand sells hair care products that caters to men and women, with a promise to solve problems related to dry hair, itchy scalp, dandruff and severe scalp conditions. The product portfolio in its marketing mix includes shampoos like Anti dandruff, anti-hair fall, silky black, lemon fresh, cool menthol, cool blast, dry scalp care with almond oil, smooth and silky and hair retain. Conditioners of the variant Smooth and silky and anti-dandruff.
Head and Shoulders Price/Pricing Strategy:
Below is the pricing strategy in Head and Shoulders marketing strategy:
Head and Shoulders has always been pricing its products competitively keeping in mind its closest competitor Hindustan Unilever.
Its approach has been penetrating pricing in the past so it can sell high volumes and reach a large customer base. The prices are kept reasonable to retain its existing customers and attract new customers. Head and Shoulders products are available in different sizes ranging from 3 ml sachets available at 3 rupees to 675 ml packs available at 370 rupees. This makes them accessible to different kinds of users who can buy quantities according to their needs. The brand also does promotional pricing in its marketing mix during the summers when it provides discounts on its product range. This further increases the sales and leads to higher revenues
Head and Shoulders Place & Distribution Strategy:
Following is the distribution strategy in the Head and Shoulders marketing mix:
Head and Shoulders was successful in establishing itself as a reliable brand in the Indian market. Meanwhile the brand has been capturing markets and spreading its presence in several countries across the world. It has significant market share in Pakistan, Canada, and Bangladesh apart from India. Being a subsidiary of P&G, Head and Shoulders enjoys the advantage of having a strong distribution network. The products travel from factory to distributor to whole-seller to retailer and finally to the consumer.
The products are available at kirana stores, supermarkets, discount stores, hypermarkets, local markets and online sites.
Head and Shoulders Promotion & Advertising Strategy:
The promotional and advertising strategy in the Head and Shoulders marketing strategy is as follows:
The success of Head and Shoulders like many companies depended on its marketing team. The company launched many creative, informational and aggressive ad campaigns to create and maintain brand visibility in the market. Ads came up on different media like; television channels, newspapers, posters, magazines, YouTube and hoardings at crowded places. Since the 1980s, it has marketed its tagline: "You Never Get a Second Chance to Make a First Impression". It is a great example of anxiety marketing used by the company to drive sales by playing on the fear of the consequences addressed by the product. With time, consumers started to recognise Head and Shoulders as a trustworthy and quality brand. In the recent times, in the month of April 2016, Head and shoulders launched a new campaign. The campaign aimed to empower people to be bold, brave and confident. The company tries to make these characteristics synonymous with that Head and Shoulders. The campaign moves away from previous campaigns, and goes towards a theme whose central idea reveals a different perspective on what a healthy scalp should look like. Head and Shoulders establishes itself as a premium brand and uses top actors, famous personalities and beautiful models in its advertisements. It has featured famous personalities in its advertisements in the past. This gives an insight on Head and Shoulders marketing mix.
About Head and Shoulders:
Head and Shoulders is a subsidiary of the American brand proctor and gamble, known for its anti-dandruff and non-dandruff shampoos and conditioners.
Launched way back in 1961, Head and shoulders has stood the test of time and remains the world’s top selling shampoo. It started its operations in India in the year 1997 and there has been no looking back since.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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