Head & shoulder marketing assignment

Normally brand conscious and loyal customers would spend more time in seeking this product before they turn to other brands or even do not buy at all compared to normal consumers. H&S anta dandruff shampoo comes with 1 1 varieties In the market based on consumer needs. The product Is also delved Into regular or menthol content. Each product has 3 SKU (Stock-Keeping unit) consisting ml, mall and Dandruff from other anti dandruff shampoos. 1. 2 Current Pricing In Malaysia, anti-dandruff shampoos market is slightly saturated with a number of sellers of different brands; therefore H&S shampoo is in a monopolistic competition market.

This is the case because there are different brands offering products with the same function and almost similar price as H&S. Examples of the competitors are Sunlit Anti Dandruff shampoo, Pentane Anti Dandruff 2 in 1 shampoo, Clear Anti Dandruff Scalp Oil Control shampoo and also Dove Anti Dandruff shampoo (Shampoo Catalogue 2011). A change in price of this product would definitely change consumers’ demand but preference is also a factor in this case.

All the products are imported from Procter & Gamble (Thailand) Ltd. Which is the manufacturer for H shampoos of Malaysia and the Philippines (Manufacturers 2011). However, consumers who wish to buy directly from the wholesaler could do so but normally very few would go by this mean because of the availability of the products in most stores and online purchasing services. The factor that influences the wide distribution of this product includes the price of the product which is low and affordable for most consumers product comes in three bottle sizes ranging from ml, mall and mall.

The small product size requires only a little space for display in most stores, which contributes to why it is widely distributed. 1. 4 Current Promotion One of the promotional message for H shampoo is “ All-day itch relief. Guaranteed. “. This message is promoted at the product’s official website (Head & Shoulders 2011). The message is to assure and guarantee consumers that the reduce will solve any itchiness or similar kind of issues on their hair. The other promotional message of the brand is “ 100% flake-free” that is found in a commercial advertisement on TV.

The first benefit gained is H was able to better H differentiate its product and came out with H anti dandruff shampoo, obviously wanting to help consumers that have a need in solving dandruff issues after the company found out the problem through market segmentation. The next benefit to the brand from using segmentation strategy is H through understanding and focusing on the needs of customers, was able to get ahead of its competitors, in this case anti dandruff. H anti dandruff shampoo succeeded in being the market leader by becoming the world’s No. Brand in anti dandruff shampoo market (About Head and shoulders 2011). The third benefit from segmentation that the brand enjoyed is consumers now buy their product because they are able to focus their marketing on consumers who are most likely to buy H&S anti dandruff shampoo. On emphasizing on the ability of the product to remove dandruff, refreshing and also prevent itchiness, H&S was able to focus particularly on a group of consumers in the market which leads to a possible higher profit from the sales to these consumers who share the same interest.

In 2007, the introduction of APT as an active ingredient to the shampoo, which is highly effective in fighting dandruff because of its anti-fungal repertories is an effort of H&S to further focus on marketing this product to its segmented market. The three benefits mentioned reflects that market segmentation is used as a strategy by H&S which has successfully benefited the brand so far. 3. 0 Target Market Identification 3. 1 Geographic Segmentation H&S can practice geographic segmentation for its product in Malaysia. The company should extend its product marketing into the state of Juror, the southern state of West Malaysia.

The personality of the target group is gregarious, ambitious and solution seeker. With H&S anti dandruff shampoo, consumers not only get the physical benefit from it, they will also feel satisfied that they have found a solution to their hair issues. For the Generation Y, this group consists of many young adults who are very active in their social and physical activities. Their interest lays a lot in the health of their body and most importantly this group is more brand conscious than any other age group in history. Quality of a product is the priority before they purchase anything.

Opinions of friends and colleagues play an important part in their decision making process. Based on the Roy Morgan classification, the targeted group is made up of consumers that are young optimism and something better. For young optimism, the thinking of this tatter is associated with young professionals and students whose thoughts are focused on having a chance to enjoy an outgoing lifestyle. The group with the pattern something better consists of people seeking to achieve bigger deals and strong preference for more power (Values Segment 2011).

The magnifying glass in the image illustrates a solution seeking characteristics of consumers. The product will be targeted among solution seekers that always seek for products to solve their problems. Brand Awareness 10. A few brand logos such as Aids, Apple and Nikkei are examples of popular brands worldwide. The image represents consumers with brand awareness when they purchase products. 11. The thumbs up in the image shows that consumers are satisfied and will continue to ay the product in future which gives rise to loyalty. Overall Attitude (Happy) 12.

The image with a few people Jumping for Joy represents the happiness of consumers after using the product and they are satisfied overall. Behavioral Roy Morgan Classification 13. Roy Morgan classifications of consumers of the targeted market are young optimism and something better. Both patterns are people who seek to strive for the better and bigger and enjoy an outgoing lifestyle. High Middle Income Household 14. The image shows a family with a good life and has more than enough income to spend. The targeted market is focused on high middle income households.