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PROJECT REPORT ON MARKETING

HEAD & SHOULDERS

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Contents

INTRODUCTION...........................................................................................................................................3

MARKETING MIX....................................................................................................................................4

MARKETING SEGMENTATIONS...........................................................................................................8

MARKETING RESEARCH.....................................................................................................................10

INTERNAL & EXTERNAL SOURCE OF INFORMATION..................................................................13

CONCLUSION.........................................................................................................................................15

RECOMMENDATION.............................................................................................................................16

REFRENCES............................................................................................................................................17

BIBILOGRAPHY.....................................................................................................................................18

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INTRODUCTIONI choose the product ″Head & Shoulders″ by Proctor & Gamble (Health & Beauty Care) Ltd., England. We know that Shampoos are generally targeted at upper middle class, middle class and house wives, upper class rural consumers and teenagers.

P&G is one the best company in the world. They are using advanced technology in making all

types of products. P&G value the customer’s opinion while making products.

Through this report I analyze the marketing strategy, marketing mix research, internal & external

environment & SWOT Analysis of the company.

http://www.pg.com/en_US/index .

www.head&shoulders.com

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MARKETING MIX

First of all we will talk about marketing mix. It has four categories.

1. Product: It is a tangible object or an intangible service.

2. Price: It is the amount a customer pays for the product.

3. Place: It represents the location where a product can be purchased; it is often referred to as the distribution channel.

4. Promotion: It represents all of the communications that a marketer may use in the marketplace. It has four distinct elements: advertising, public relations, personal selling and sales promotion.

a. PRODUCT:

Head and Shoulders Shampoo is a popular brand of shampoo. It is one of the well known products of P&G Company. It is one of the reliable shampoos that removes dandruff and gives great look to your hair. You can get soft manageable hair after using this particular brand of shampoo. Its special formulae would not trouble you with your dandruff flakes. It is one of the best anti- dandruff shampoos that is serving the people for 5 years.

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Product depth:

Smooth and silky (Makes hair smoother and silkier)

Refreshing menthol and silky ( which removes scalp itch and provides a cool sensation)

Clear and Balanced (Which is said to provide right balance of cleaning & conditioning)

Classic Clean Shampoo & Conditioner

Dry Scalp Shampoo & Conditioner

Ocean Lift Shampoo

Restoring Shine

Refresh Shampoo

http://www.pg.com/en_US/brands/all_brands.shtml.

b. PRICE:

The prices of the products are reasonable and are within the easy reach of the people.

These are internal factor that are affecting pricing of Head & Shoulders.

Goals & Objectives:

One of the most important factors is company’s goals and objective, company sets its goals & objectives for maintain the market share of Head & Shoulders and for survival in the market.

Cost aspects actual cost:-

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There is also cost involves in the transportation of Head & Shoulders & its promotional advertisement.

Organizational consideration:-

Price of Head & Shoulders set by the Brand Director, marketing manager, Brand manager and Companies Activation manager.

Change occurs in the price of the Head & Shoulders due to the competitor’s price strategy.

These are external factors that are affecting pricing of Head & Shoulders.

Market And demand:-

Head & Shoulders facing tough competition because of so many competitors. Companies follow the promotional price strategy in summer seasons because in summer seasons the demand for the Head & Shoulders increase.

Competitors pricing strategy:-

Company’s price and promotional strategy also affected by the competitor’s price strategy. But luckily Head & Shoulders holds quite good share in the market so competitors may have the effect on the pricing strategy but normal extent.

Techniques of Discounts:

Head & Shoulders also offers different discount techniques for the distributors, retailers and customers also.

www.wikipedia.org

c. PLACE:

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All the Head and Shoulders products are available in all the leading stores of the country.

Distribution channel:-

P&G uses these levels of distribution of Head & Shoulders.

Head & Shoulders are distributed through the group of both the main supplier in the city and small distributers; it is widely available at most retail shops. Head & Shoulders shampoo is easily available in the market.

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1. Promotion:

As we know P&G uses extensive promotional tools to promote its product Head & Shoulders. P&G uses these tools for the advertisement.

T.V

Internet

Radio

Magazines

Pamphlets

Bill boards

Posters

News Paper

Sales promotion is done on a continuous basis. This type of promotion includes coupons, samples, and rewards, Displays etc.

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CustomerRetailerDistributerCompany

Objectives of promotion

These are the objectives of promotion campaign. This can be summarized as DRIP.

1. Inform: it informs & makes potential customers aware of firm’s products.

2. Persuade: it attempts to persuade current & potential customer the desirability of buying & using a product.

3. Remind: it reminds people of a need they might have or a problem that is currently not solved or reminds them of the benefits of the past transactions & so convince them that they should enter into a similar exchange.

4. It acts as a basis of differentiation especially in a market where there is a little to distinguish between competing products & brand.

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MARKETING SEGMENTATIONS

As we know different people have different needs therefore market for many products are not homogenous. Different group of buyers want different benefits from the same product. And as company companies cannot appeal to all buyers in the market place.

A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product or services based on qualities of those products such as price or function.

Marketing segmentation can be defined in the term of the STP acronym.

S stands for Segment.

T stands for Target.

P stands for Position.

Therefore marketing segmentation helps them to make the right relationship with the right customers.

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Business Market segmentation:

Head & Shoulders are available in different packs with different price, so that people can buy it easily. P&G also focus on people choice or interest.

Positioning:

P&G providing premium brand instead of its competitors by using superior technology.

Branding:

We know that P&G has one of the largest & strongest portfolios of trusted brands in the world, including Head & Shoulders. P&G wanted to run a brand campaign for Head & Shoulders to drive awareness and increase purchase intent.

Benefits of global branding:

• Economies of scale (production and distribution)

• Lower marketing costs

• Laying the groundwork for future extensions worldwide

• Maintaining consistent brand imagery

Benefits of segmentation

1. When choosing between competing offers, customers select the offer that meets their needs better than any other.

2. Specialists can be used for each of the organization’s major segments.

3. The total marketing budget can be allocated proportionately to each segment and the likely return from each segment. This optimizes return on investment.

4. The organization can try to dominate particular segments thus gaining competitive advantage.

www.wikipedia.org

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MARKETING RESEARCHAs we know Marketing research is the systematic gathering, recording, and analysis of data

about issues relating to marketing products and services. Marketing Research is the function that

links the consumer, customer & public to the marketer through information. Information used to

identify & define marketing opportunities & problems; generate, refine, and evaluate marketing

actions; monitor marketing performance; and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues, designs the method

for collecting information, manages and implements the data collection process, analyzes the

results, and communicates the findings and their implications. The goal of marketing research is

to identify and assess how changing elements of the marketing mix impacts customer behavior.

There are two type of marketing research.

Primary research

Primary research is also called field research. It involves the collection of data that does

not already exist, which is research to collect original data. Primary Research is often

undertaken after the researcher has gained some insight into the issue by collecting

secondary data. This can be through numerous forms, including questionnaires, direct

observation & telephone interviews amongst others.

Secondary research

Secondary research is also known as desk research. The term is widely used in market

research. It involves the summary, collation & or synthesis of existing research rather

than primary research, where data is collected from research subjects or experiments.

P&G employed market researchers for every product division. The company also had two product divisions. The company also had two independent in-house research groups which were responsible for advertising research and market testing.

Qualitative Research Tools

Generate new ideas for product and market development. The researchers engaged the customers

in detailed discussions over different features of the company's products. As a result, the personal

interaction between result, the personal interaction between the researchers and the consumers

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was high. The major qualitative research tools used by P&G included focus-group discussions,

in- home visits, in-context visits and in-store interview. P&G also employed quantitative

research tools extensively. These tools helped in generating new product ideas for P&G. While

the sample sizes for quantitative research was usually larger, the personal

Interaction between the researchers and the respondents was minimal. P&G using the Tools like

surveys through web or practical approach in the market.

These are the Six Steps for Conducting Quantitative Marketing Research.

Identifying and defining your problem

Developing your approach

Establishing research design and strategy

Collecting the data

Performing data analysis

Reporting and presentation

Conducting Marketing Research Online

P&G conducted online concept tests to get feedback from consumers. This feedback helped it in

new product introduction & launching it in improved versions of existing products.

The Benefits

P&G's online surveys saved considerable time and costs for the company.

Using traditional methods, a consumer survey cost the company around

$60,000 and took at least $60,000 & took three to four weeks.

www.wikianswers.org

Advantage of Primary Research:

1. Primary data collection focuses on issues specific to the researcher, improving the

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chances that the research funds are spent efficiently.

2. Primary data collected by the researcher is their own.

3. Relatively low cost.

4. Data is collected quickly.

5. Depth of information collected.

Disadvantage of Primary Research:

1. It may be very expensive because many people need to be confronted.

2. When the research is complete it may be out of date.

3. It requires expert.

4. People may have to be employed or avoid their primary duties for the duration of the research.

5. Also People may not reply if emails or letters are used.

Advantage of Secondary Research:

1. It is already available.

2. Obtained more quickly & cheaply.

3. It provides information which is related to the single company cannot collect on its own because it would be too expensive & also time consuming.

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Disadvantage of Secondary Research:

1. May be it does not match the given project or it may be irrelevance.

2. It may be out of date.

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INTERNAL & EXTERNAL SOURCE OF INFORMATION

P&G should focus on the availability of these internal & external sources of information when

planning about an expansion.

Internal source:

1. Financial: Financial issue must consider while making a planning about expansion.

2. Machinery: machinery is also very important because cost of machinery matter.

3. Material: Also check the availability of raw material.

4. Personnel resources: personnel resources also affect.

External source:

1. Social forces:

Population of the countries, their income & culture also matter when

planning an expansion.

2. Economic forces:

Checking Economic forces of the countries also very important, it includes

interest rate level, general economic condition of the countries, inflation

rate, GDP, unemployment level etc.

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3. Demographic forces:

When planning an expansion demographic forces must consider. It

includes population size, growth rate, age distribution, educational levels

etc.

4. Technological forces:

It refers to the means chosen by society to do useful work. Using

advanced technology also very important for the expansion.

5. Regulatory forces:

They define legal framework brought about by government legislation &

within which firms must operate. The legislation is aimed at protecting

companies from unfair competition, to protect customers from unfair

business practices & for environmental conservation. Such actions reduce

the profit potential of firms. P&G designed patent laws for the benefit and

protection of firms.

6. Competitive forces:

The competitive environment is defined by the industry within which a

firm operates. An industry is a group of companies that offer products that

satisfy similar customer needs the banking industry.

P&G is using Michael Porter’s five forces of competition to gain an insight

into an industry’s profitability & competitiveness.

Threat of new entrants

Threat of substitute products

Bargaining power of buyers

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CONCLUSION

P&G is No.1 Company in the world. There are so many a product of this company; Head &

shoulders is one of them. P&G focus on quality of the product. They are offering head &

shoulders for different types of people.

Their purpose are to provide branded products and services of superior quality and value that

improve the lives of the world's consumers for now and next generation. From that, they can get

reward from customer for leadership sales and leading brand name in market.

They also focus on marketing mix, marketing segmentation and branding issues.

They collect information both from external and internal environment when making a

promotional campaign.

P&G have talented management and they are using advanced technology in making products.

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RECOMMENDATION

1. Promotional offers:

P&G should offer promotion.

2. Maintain strong supply chain:

P&G should maintain strong supply chain.

3. Associate with popular people:

It should be associated with popular people.

4. Better punch line:

Better punch line also necessary.

5. Distribution channel:

Also need more distribution channel.

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REFRENCES

1. www.head&shoulders.com.

2. http://www.pg.com/en_US/index.shtml

3. http://www.pg.com/en_US/brands/all_brands.shtml

4. www.ciao.co.uk .

5. www. uk .pg.com/products/products/ head And Shoulders .html .

6. http://en.wikipedia.org/wiki/Procter_%26_Gamble .

7. www.pgbeautygroomingscience.com/ references -finelines.html .

8. http://en.wikipedia.org/wiki/Head_%26_Shoulders

9. www.scribd.com

10. www.wikipedia.org

11. www.wikianswers.org

12. www.google.com

BOOKS:

1. Principles of Marketing (Philip Kotler)

2. Marketing management (13th edition)

3. Marketing by William M. pride 2008 edition

4. Marketing strategy by Steven P. Schnaars

5. Marketing by Gary Armstrong

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BIBILOGRAPHY

1. Baalbaki, Imad B; Malhotra, Naresh K. Marketing management bases for international

market segmentation: An alternative look at the standardization/customization debate. International Marketing Review; 1993; 10, 1; pg. 19

2. Cavusgil, S. Tamer, Zou, Shaoming and Naidu, G.M. (1993). Product and Promotion Adaptation in Export Ventures: An Empirical Investigation. Journal of International Business Studies 24(Fall):479–506.

3. Cavusgil, S. Tamer and Zou, Shaoming (1994). Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures. Journal of Marketing 58(January):1–21.

4. Churchill, G. A. (1995) Marketing research: methodological foundations, 6th edition, South-Western/Thomson Learning, Mason, Ohio.

5. Chapter 1, pp. 10-23 and chapter 3, pp. 82-112.

6. Wilson, A. M. (2003) Marketing research: an integrated approach,

7. Financial Times Prentice Hall, Harlow. Chapter 2, pp. 19-47.

8. Malhotra, N. K. (2004) Marketing research: an applied orientation, 4th

edition, Prentice-Hall International, London. Chapter 4, pp. 100-133.

9. Ticehurst, G. W. and Veal, A. J. (2000). Business research methods. London, Longman.

10. Yip, G. (1996). Toward a new global strategy – B-School Brain Trust/Advice from Anderson. The Chief Executive (January).

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