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Head & Shoulders: Establishing a mass consumer brand

Published: January 2013 · Publisher: MarketLine
One of the most recognizable names in the hair care industry, Head & Shoulders has celebrated over 50 years of success. It is a renowned international brand established by Procter and Gamble (P&G). P&G are the global leaders in the hair ...
Report Type Case Studies
Language English
Format Electronic (PDF)
Pages24
Frequency Updated Annually
Availability Will be emailed within 1 business day
Reference No. 0109-2787
Price € 369,00
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Introduction

One of the most recognizable names in the hair care industry, Head & Shoulders has celebrated over 50 years of success. It is a renowned international brand established by Procter and Gamble (P&G). P&G are the global leaders in the hair care industry with over 20% global market share from Head & Shoulders and Pantene. In 2011 P&Gs beauty segment made 24% of net sales and 24% of net earnings.

Features and benefits

* The publisher's Case Studies describe topics such as innovative products, business models, and significant company acquisitions
* Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends

Highlights

More than 50% of people suffer from dandruff at least once in their life, making it the most common of all scalp problems. Head & Shoulders is one of the best known shampoo brands around the world; shifting a gigantic 29 million units a year- about 110 bottles of the anti- dandruff formula sold every minute.
Head & Shoulders have excelled with their marketing strategy. Brand endorsement with strong and associated names is helpful for market penetration for new and extended brands.
The hair care industry in India is growing rapidly; so it is no surprise that this market is becoming fiercely competitive. Existing players will have to use strategies such as improving / launching new products, reducing prices and focus on promotion and marketing; In order for their products to maintain market share.

Your key questions answered

* How has Head & Shoulders transformed from a medicated shampoo to a mass consumer product?
* How successful has Head & Shoulders been in entering the Indian shampoo industry?
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O VERVIEW
Catalyst
Summary
PRODUCT EVOLUTION AND DIVERSIFICATION
Global market leaders in the retail hair care market
Medicated shampoo aimed at people with scalp problems
Re-branding from medicated shampoo to mass consumer product
Widening product range to gender specific products
MARKETING
Targeted marketing
Budgetary constraints
EMERGING MARKET: INDIA
P&G India
Changing brand name
Head & Shoulders take their eye off the ball
P&G on the brink of a price war with competitor
Unilever still dominating the Indian shampoo industry
P&G make their mark in India
CONCLUSIONS
Head & Shoulders has gone from strength to strength since it was established and still has great scope for growth in India
APPENDIX
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Disclaimer
Copyright © FriedlNet. You may share using our tools Please don't cut content from FriedlNet and redistribute by email or post to the web.