This report provides an analysis and evaluation of Procter & Gamble's hair care line, Head & Shoulders. With Head & Shoulders new marketing campaign, this report analyses the effectiveness of this campaign in comparison to the ever growing competition of other anti-dandruff hair care products in the United Kingdom (UK). The report also provides recommendations for increasing awareness of the Head & Shoulders brand and how it could stand out among competitors.
The research draws attention to the fact that Head & Shoulders is a low involvement product that deals with a problem (anti-dandruff) that is embarrassing for consumers. In the focus groups held for the analysis, 75% of participants answered Head & Shoulders when first asked ‘if you were looking to buy an anti-dandruff shampoo, which brand would you purchase?” (Weiss, 2006). It was also found that in comparison to three other popular anti-dandruff brands, Head & Shoulders ranked the highest among consumers surveyed. They were also rated the highest on the two most important attributes of shampoo products: ‘End result' and ‘Accessibility' (Kavanagh, 2006).
In addition, Head & Shoulders is easily identified by consumers in terms of physical attributes and function of the product. Plus, 90% of one of the focus groups had a positive impression for Head & Shoulders products (Nathanson, 2006). Further investigations revealed that the positive impression left on consumers is supported by different promotions in stores and only somewhat by the new Head & Shoulders spokesperson, American actress Kristin Davis.
[...] Concerning anti-dandruff shampoos, L'Oreal did one very interesting cross-promotion for its Elvive anti- dandruff 2-in-1 that could be imitated by Head & Shoulders to invite consumers to try other Procter & Gamble brands operating in different market sectors: for each Elvive anti-dandruff product bought, there was a free L'Oreal Men expert product banded to it. They considered that men were more likely to use anti-dandruff and two-in-one shampoos, and that this promotion could potentially bring new users for L'Oreal into the men skincare's category (Anon, 2005). [...]
[...] It is possible that, through this association, Head & Shoulders is projected to change its image from a medicated product to a beauty/cosmetic product that makes consumers glamorous. Concluding, it can be said that shampoos consumers are conditioned in many ways but need efficient reinforcement in that they are most of the time not very loyal. The effectiveness of Kristin Davis and other Head & Shoulders marketing tools are discussed further in Appendix Marketing Recommendations 10.1 Product Range Head & Shoulders has a limited range of hair care products in comparison to other highly tailored hair care brands. [...]
[...] Improving the diversity of scents would add value to the Head & Shoulders brand Means End Chain The Means-End Chain serves as a research approach that assumes that very specific product attributes are linked at levels of increasing abstraction of terminal values. In other words, it allows for marketers to evaluate how certain characteristics of their products are measured in the eyes of their consumers leading them to either purchase the product or not. The chart depicting the chain can be found in Appendix Concrete Attributes The beginning of the Means-End Chain starts with concrete attributes. [...]
[...] While brand recognition is the least important attribute that effects consumer buying behaviour it is still important to mention that Head & Shoulders is also the most (rated 9 out of a possible 10) recognised brand in the anti-dandruff segment which shows that consumers who are making a quick buy will rely on the Head & shoulders name to influence their buying decision. While Head & Shoulders was considered better priced than Dove and Neutrogena, the pharmacy/own brand was rated highest (thus, least expensive) of all the brands. [...]
[...] Understanding the force behind the consumer buying behaviour of the Head & Shoulders brand will help give a unique look to the future of the hair care market, as well as add a deeper understanding to how a brand can gain market share in such a dynamic yet also saturated industry. The following report explains the objectives and research methodologies utilised in formulating the claims about, and recommendations for, Head & Shoulders. It then discusses four marketing research tactics The Attitude Formation and Change chart, the Fishbein Model, The means-end chain, and the evaluation of conditioning strategies - in relation to both consumer buying behaviour as well as the Head & Shoulders brand. [...]
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