Marketing Strategies for Small Businesses

The assignment delves into the crucial role of marketing strategies in the success of Small and Medium Enterprises (SMEs) within the Indonesian context. It examines various marketing approaches utilized by these businesses, with a particular focus on market segmentation techniques and the implementation of integrated marketing communication (IMC). The analysis draws upon academic research and potentially real-world case studies to provide insights into the challenges and opportunities SMEs face in developing effective marketing strategies.

Assignment 2: IMC Strategies for Building Brands
Raunaq singh virdi
T00573876
28 November,2017

Table of Contents
Part 1: Marketplace Situation Analysis......................................................................................3
Internal Analysis.....................................................................................................................3
Strengths and weaknesses of Head & Shoulders................................................................3
IMC and promotional organization and its capabilities......................................................3
Previous IMC and promotional programs..........................................................................3
Brand image........................................................................................................................3
External Analysis....................................................................................................................4
Customer behaviour analysis..............................................................................................4
Competitive analysis...........................................................................................................4
Environment Analysis............................................................................................................5
Part 2: Target Market.................................................................................................................6
1. Explain how profiling the current target market of a brand can assist in identifying
segments and selecting segment characteristics that can help to create IMC messages and
media selection that reach a targeted prospect segment.........................................................6
2. From your target market, select and describe two target market segments for your
brand/product. Describe each segment separately by using the five types of segmentation
variables discussed in your textbook......................................................................................6
3. Identify the two most important consumer characteristics for each of the target market
segments. Explain how the brand links to these particular characteristics.............................7
Part 3: SWOT analysis...............................................................................................................8
To complete the SWOT analysis, prioritize it for your brand/product...................................9
Head and Shoulders anti dandruff shampoo.......................................................................9
Part 4: IMC Objectives.............................................................................................................11
IMC objectives to guide the development of your IMC plan...............................................11
For each objective, articulate whether it is a communication or behavioural objective and
provide the rationale for selecting this type of objective.....................................................11

Explain how each of these objectives evolved from the marketplace situation analysis, the
target market, and the prioritized SWOT Analysis findings................................................12
References................................................................................................................................13

Part 1: Marketplace Situation Analysis
This part of the assessment is concerned with the analysis of the marketplace situation of the
product which means that the analysis of the external and internal environment of the
company is done. It is done to analyse the influence of the integrated marketing
communication on the external and internal environment of the product i.e. Head and
Shoulders anti-dandruff shampoo. The analysis is done below:
Internal Analysis
Key Attributes and Benefits
Head and shoulders is one of the leading brands in the shampoo category. The company in
enriched with multiple celebrity brand endorsements and is always looking forward to
capitalize on their popularity. The company with its different ad campaigns lures in both the
rural and the urban market. It deploys different strategy for both the market and has a defined
STP for both of them. These are some of the key attributes and benefits of the marketing
strategy of Head & Shoulders.
Are the packages and label consistent with the brand image
The product has eleven varieties with five SKU’s each (2ml & 3ml sachet, 100 ml, 200 ml &
400 ml pack). It uses attractive white and royal blue colour combination as its base packaging
which looks in perfect alignment with the values of the company. Moreover, the product uses
a freshness essence in its packaging which in consumer’s mind creates a positive impression.
The company has recently came up with recyclable bottle, this makes head and shoulder the
first shampoo brand to come up with this kind of bottle, it is made up with 25% of recycled
beach plastic. This information is also shown in the marketing campaigns and is mentioned
on the labelling, builds a strong connects with the environment friendly audience.

Strengths and weaknesses of Head & Shoulders
The company to which the product belongs is a well renowned company across the globe.
Head and Shoulders anti-dandruff shampoo is one of the leading shampoo brands in the
country. It is one of its own kinds and has large network of distribution (Njanja & Ogutu,
2012). The relative weakness of the brand is that it covers a particular set of customers who
are in search of dandruff eliminating shampoo. The other customers do not generally prefer
this brand which limits its coverage of market (Kotler & Gertner, 2002).
IMC and promotional organization and its capabilities
The company makes a good use of traditional promotional tools like newspapers, magazines
and digital marketing tools like television. The promotion programs of the shampoo include
sponsorships at various programs, promotional events where the customers are gifted goodies
and are made aware about the products of the brand (Ibrahim & Primiana, 2015). The brand
is capable to make use of its resources and to target mass population to use the products of
the brand.
Capability of the firm
Head & Shoulder is product of American company proctor and gamble who is the market
leader in the FMCG sector since a long time. The company has enough funds to spend
towards its marketing strategy and some of the best marketing agencies working for it, that no
company can beat it in its own game. Some of the bright minds of the industry work with
Head & Shoulders and are always working on how to attract the audience towards the
product, an extremely capable firm
Previous IMC and promotional programs
The brand makes use of the social media platforms which are used by the companies
nowadays for getting better reach to the customers (Dragnić, 2014).The company uses both
the traditional and digital platforms for the penetration of its campaign and achieve the
desired objectives.
 The company adopted a unique strategy of coming up with the USP of the product in
each of its campaign.

 It focussed on the problems of dry scalp and the flakiness it will provide to the hair.
Additionally company also focussed on the strength head and shoulders will give to
the hair and fight problems of hair fall.
 It used digital medium to interact and engage with the audience and asked them a lot
of questions on how to improve the product in an interactive manner.
 Ogilvy the agency for head and shoulders conducted an analysis on the most
successful campaign and recorded the points of maximum attention, to create a new
campaign on the similar lines.
Promotional Program: Head & Shoulders “Scalp Brave”
 Promotional objective: The objective was to make people feel bold, brave and
celebrate the confidence head and shoulders give them. The campaign had a central
idea that how a healthy scalp looks like.
 Promotional Mix Strategy: The campaign was launched with a mix of print and
digital. It was launched by company’s brand ambassadors, Giovanni, Dos Santos &
Sofia Vergera, and it reached an audience of 13 million. This was followed by print
and poster activations and making 40 short films which will run on its you tube page.
 Result: The results of the campaign were overwhelming, it lead to 20% increase in
the likes on the Facebook page and resulted in 20% increase in revenue in that
particular quarter.
Brand image
The brand has good image in the market. It is because it is the part of one of the best fast
moving consumer goods company P& G. This is a powerful brand of Procter and Gamble
which has its niche market (anti dandruff shampoo). The brand is associated with the top
celebrities to endorse their products which improve its image in the market.
External Analysis
Customer behaviour analysis
Who buys the product?

Head and shoulders is an FMCG product which is used by people of all ages and sex. No
racial biasedness can come in its way. People who are having trouble with dandruff, falling
hair and are looking for strength in the hair buys the product. The USP of the brand still
remains removing the dandruff completely.
Who makes the decision to buy the product?
As explained in the above paragraph, the product does not have any age or gender bias; any
person can buy this product and get great dandruff free hair.
Who influences the decision to buy the product?
The celebrity and the lab results shown in the ad are the biggest influencers to buy the
product.
How is the purchase decision made?
The purchase decision is made by carefully evaluating the solution the product provides to its
audience. Head and shoulders provide solution for the dandruff, falling hair, bold scalp &
strong hair. The ladies of the family make the purchase decision based on the attributes
mentioned in the campaign.
Why do customers buy a particular brand?
Customer offers a particular brand once they have established faith in the offerings of it. The
company with its campaign tend to bring faith in the audience, which eventually leads to
relationship building with the brand. The values of the brand resonate with the target
audience. Some other factors which affect the buying are: influence created by the
influencers, product and feature attributes, price, availability in the market, positive word of
mouth, recommendation from peer group etc.
Where do they, look to buy the product
The product has established great distribution channels through its partner relations, hence it
is found in every corner of the city, it is available in all the supermarkets, retail stores, and
mom and carries stores, etc. The company has tied up with almost all the e-tailers to sell its
product line.
When do they buy, any seasonal factors

Head and shoulders USP is removing the dandruff, thus dandruff occurs most in the winters
that is the season of maximum sales of the product. Although not much of a difference is
created, a surge of 15-20% in revenue is seen in the winter season.
What is the consumer’s attitude towards the product?
The consumers worldwide have appreciated the freshness, the fragnence and the soft and
silkiness the product gives to their hair. In many campaigns the company went out to the
normal people for feedback and almost all seem to have given the product thumbs up.
What social factors influence the purchase decision?
Society plays an important factor in influencing the purchase decision. Recommendation
from a friend, use of the product in the neighbourhood, social class and status are important
social factors in the purchase decision.
Does the customer lifestyle influence the purchase decision?
Absolutely, spending lot of time on the street, in travel, unhealthy eating life style, not having
time to oil the hair, massage on a regular basis, alcohol intake, etc., all these lifestyle factors
influence the purchase decision of the consumers.
Does demographic influence the purchase decision
Not in this case, each and every person should have a healthy and clean scalp, should have
dandruff free strong hair, hence demographic does not have a role to play in this.
It is the analysis of the individuals who purchase the products. It is all about their mental,
emotional and behavioural responses when they purchase and uses the product. Head and
shoulders are easily recognised by its customers because it provides a special feature to the
consumers that are the elimination of dandruff. Most of the consumers of the product have
positive attitude about the product of the brand. Head and shoulders is the highest selling
brand when the consumers purchase it for the purpose of dandruff elimination. It is because it
has wide coverage in the market which makes easily accessible for the consumers and
secondly because of its end results (Indris & Primiana, 2015).
Competitive analysis

Direct Competitors
 Clinic All clear
 Sunsilk
Key benefits and positioning by the competitors
Sunsilk has positioned itself as a brand which will give extra shine to the hair, while clinic all
clear focuses on the overall strength of the hair and its quality. Both of them use both
traditional and digital channels of advertising
What is our position relative to the competition?
Almost in all the markets, head and shoulders is the world’s number 1 anti-dandruff
shampoo, having said that, clinic all clear is not very behind and is on number 2 in the
dandruff category. Similarly sunsilk leads the race in the shine category. Overall, all the
ranking are based on the USP of the products.
Promotion strategies used by the competitors
Not much of a difference in the promotional strategies due to the similarity in the product
line, target audience and product benefits. All of the uses print media, billboards, feedback in
the natural course and digital media for its promotional campaigns.
It is the analysis between the brand Head and shoulders and its competitors i.e. Clinic All
clear and Sunsilk. It will help in identifying the competitors of the brand and evaluating their
strategies in order to determine the strengths and weaknesses of the own brand. It is very
important to develop marketing plan of the brand (Kraja & Osmani, 2015).
Head & Shoulders Clinic All clear Sunsilk
It is a part of the company
Procter & Gamble
It is the brand of Hindustan
Unilever Limited.
Hindustan Unilever Limited
is the parent company of

Sunsilk (HUL, 2017).
The brand was launched in
1961.
It was launched in the year
1972.
It was launched in 1964.
The USP of the shampoo is
that it is an anti-dandruff
shampoo which eliminates
dandruff.
The brand is designed for
fighting the scalp problems
and dryness in hair (HUL,
2017).
The brand is designed for
youth who want beautiful
and shiny hair. It is designed
to care for hair and for
styling purposes.
The variants of the brand
include lemon, menthol,
strawberry, Cool and more.
The variants of the brand
include Activsport, Hair fall
decrease, anti-dandruff
shampoo and more
There are various variants of
the brand which includes hair
fall solution, damage and
repair, sot and smooth
shampoo and Black shine
shampoo (HUL, 2017).
(HUL, 2017).
Environment Analysis
From the marketing mix of Head and shoulders anti dandruff shampoo, it is clear that the
company has strong promotional techniques because of which it is able to fight with its
competitors. The company have a good collection of products and is reasonably priced in
comparison to its competitors. It is clear that Head and Shoulders have good network of
distributors and suppliers which helps in providing easy access to the consumers. It will help
in developing further IMC plan for the product (Eruemegbe, 2015). The company should
make proper use of the integrated marketing channels which includes traditional channels as
well as the latest channels of promotion and marketing. The company uses 4 P’s for
developing IMC plan (Voiculet, et al., 2010). 4 P’s will help in determining the correct
products for the correct target market in reasonable price. For this, communication needs to
be developed between the customers and the brand. The strategies are made for the

communication so that the attributes and benefits of the products of the brand can be
communicated to the right consumers at the right time (Naeem, Bilal & Naz, 2013).
Marketing Mix
Product: Anti dandruff shampoo, claims to remove 90-95 % of the dandruff. Apart from it
has different variant of shampoo and conditioner as well.
Price: The pricing depends on the customers and the geographic location. Hence, the prices
are not consistent but vary accordingly. Needless to say, in all the markets the prices are
competitive and in closeness with its competitors.
Place: The product is available both offline and online. Supermarkets, retail outlets, hyper
markets etc. constitute the offline stores and e-tailers constitute the online channels.
Promotion: It is one of the most important elements of marketing mix; also, FMCG products
have to be extensively marketed due to high intensity competition in the market. Hence all
the channels, both offline and online are used for promotion.
Advertising Campaign
Many campaigns so far have been created by head and shoulders, some of the big
ones were, scalp brave and the one featuring Lionel messi. These campaigns were hugely
successful because of the extensive marketing strategy done behind them. The data from the
campaign was analysed and report of the finding was put forward to the management. The
campaign was pushed like a blast on online and offline channels at the same time and in no
time started trending on you tube and twitter.
Public Relations Technique
Team of PR specialist manages the public relations of the company. Articles in the
newspaper, scheduling interview of the board members, AVP, VP and other ex com members
are taken care by the specialists. In order to take care of the distributers of the product or the
channel partners, the company keeps on doing a get together or family day sort of event to
keep them happy and associated with the brand.
Sponsorship

Head and shoulders have been at the helm of sponsorship. It has organized various
charity events for destitute and poor, wherein the celebrity will collect donation from them,
and via channel of the company money will be used for the nourishment of such children.
Massively done in Africa.
Part 2: Target Market
1. Explain how profiling the current target market of a brand can assist in identifying
segments and selecting segment characteristics that can help to create IMC messages
and media selection that reach a targeted prospect segment.
Profiling the current target market of the brand means that analysing the preferences, choices,
needs and location of the customers to define the target audience of the brand.
The brands are not meant to sell every product at every place or to everyone. They need to
have their target market. It helps in building the brand for the right set of customers which
helps the company in efficiently using the resources and attracting their potential customers
(Lynn, 2011).
Market profiling is helpful in identifying the set of attributes which relates to the target
customers of the brand. These attributes can be the income, region or other psychographic
factors like values. First of all, Head and shoulders need to identify their target market whose
needs match the product of the company. To these customers, the products of the brand are
marketed (Larsen, 2010).
Once the market profiling is done, the IMC messages can be designed as per the target
customers. The media can be selected which best fulfil the objective of the brand to promote
their product in the target market (Batra & Keller, 2016).
2. From your target market, select and describe two target market segments for your
brand/product. Describe each segment separately by using the five types of
segmentation variables discussed in your textbook.
The market is segmented on the basis of demographics, life style and geography. The markets
are now more diverse because if which the markets are segmented as per different

characteristics. The two main target market segments for the Head and shoulder anti dandruff
shampoo are higher middle class people and Health conscious people. There are five
variables of segmentation on the basis of which the target markets are defined. These
variables are geographic, demographic, psychographic, behavioural and buyer behaviour
(Williams & Page, R2011).
Higher middle class people: this target market belongs to the young generation and the age
group of 30-50 who have good education and income status. This group belongs to the region
which has dry climate because dandruff is developed when the scalp is dry and without
moisture. This set of customers seeks values in the products and are not so price sensitivity.
 Demographic Characteristic: Age, gender, income, education, culture are the
demographic factors. Head and shoulders are suitable for any person of any age
irrespective of gender and income.
 Psychographic Characteristic: These are influenced by the society or the peer
group. Advertisement, celebrity endorsement also plays an important role in this form
of characteristic. Head and Shoulders have good brand equity in the market.
 Geographical characteristics: The product is penetrated in the entire world, with the
usability across the entire globe.
 Techno-graphic characteristic: The recyclable bottle is a sign that company cares
about the nature earth and so it strikes a chord with its target audience who are
environmental friendly.
Health conscious people: This set of customers may belong to any region. These sets of
customers belong mostly to the young group irrespective of gender who are very conscious
for their health and their looks. These customers seek values in the products but do not
consider price for their health. They can also pay higher price for the product for their health.
These customers are loyal to the brand if they experience results from it.
 Demographic characteristic: Age, gender, income equality, status, caste etc., these
elements does not affect head and shoulders product.
 Geographic characteristic: These type of health conscious people are to be found in
the cities and the metro region, thus that falls into this category.

 Psychographic characteristics: People who are health conscious evaluate the
product on the effects of the chemical present in the product, Once they are satisfied
they recommend to the likeminded individuals and spread the word
 Buyer Behavioural characteristics: Such kind of buyers look for product with less
of chemicals and which does not have adverse effects on the hair. The chemical
should not cause damage to the skull and weaken the hair. Thus for such audience a
different campaign has to be created
3. Identify the two most important consumer characteristics for each of the target
market segments. Explain how the brand links to these particular characteristics.
For these two target markets there are some important characteristics which are linked to the
characteristics of the brands. This is how the brand is able to satisfy the needs and
requirements of the customers.
Higher middle class people: This set of customers has characteristics like they reside in the
developed or in some of the developing countries which have capacity to buy the products of
Head and shoulders. Also, they do not care about prices and can switch between the products
of different companies this set of customer is brand conscious. The brand shares the same
characteristics. The brand is sold in the countries where it knows that people afford to buy its
products. The products are of good brand and have tough competition from other companies
that is why it sets its prices of the products by considering competition.
Health conscious people: These customers do not care about the prices but bout the results.
Young generation is conscious for the brand and looks. For these customers, the brand
designs and launches different products. The brand and the customers are same characteristic
of caring about health of hair and looks. The brand cares for its customers and the customer’s
care about their own health. This is how the brand is able to sell its products easily to this
target market by designing the effective communication and promotion strategies
(Jadczaková, 2013).

Part 3: SWOT analysis
SWOT analysis is done to identify the inner strengths and weaknesses of the brand and
external opportunities and threats to the brand head and shoulder. The points of the same are
given below:
Strengths
 The brand was launched in 1961 which means that the brand is experienced in the market.
 The brand belongs to one of the leading companies of the world which is Procter and
Gamble.
 The brand has wide coverage across the world.
 The brand offers different varieties in shampoos and has its own niche market.
 The brand identifies its target market and designs its products to meet the needs of the
target customers instead of focussing on everyone.
 The products of the brand are of higher quality and the brand is trusted by its customers
across the world.
 It has wide distribution of networks (Weihrich, 1982).
Weaknesses
 The brand has to face tough competition from the emerging brands like Clinic All clear
and Sunsilk.
 The brand has to suffer a lot due to the creative advertising campaign adopted by the
competitors.
 The brand has less popularity in the rural areas and the areas which are underdeveloped.
 The products are priced slightly higher than the products of the competitors which reduce
its sales.
 The brand has niche market which limits the scope of the brand (Ommani, 2011).
Opportunities
 The brand has good opportunities to expand its business in developing countries where
the average standard of living of people is improving year by year.

 The customers trust the brand as it is associated with P&G. It helps the brand in gaining
customer loyalty.
 Due to awareness about the health of hair, the consumption of shampoos has increased.
 There are heavy investments made on the research and development activities to develop
new technologies and better shampoos which might provide helpful for Head and
shoulders.
 The emergence and increased use of internet by people gives an opportunity to the brand
to develop and design creative IMC strategies in order to attract more customers in
different countries (Mohanty, 2012).
Threats
 There is threat for the brand as high competition is there in the global markets.
 The new entrants are giving tough competition to the brand.
 The customers have tendency to switch brands if they do not feel satisfied.
 The fluctuations in the government regulations and taxes in case of global business
 The brand has niche market which limits its scope (Mohanty, 2012).
To complete the SWOT analysis, prioritize it for your brand/product.
Head and Shoulders anti dandruff shampoo
Strengths
 Advertisements and promotions are done with celebrities
 Effective in removing dandruff
Weaknesses
 Limited markets
Opportunities
 The product is promoted in different areas by customising the rates and prices as per the
customer segment.

 Internet advertising
Threats
 Competition from bigger brands like Unilever’s All clear
Part 4: IMC Objectives
IMC objectives to guide the development of your IMC plan
SWOT analysis is done above which shows that Head and Shoulders is the well-known brand
in most of the parts of the world. It has a strong brand support of P& G which helps it in
creating more and more customers and in boosting up the sales. But the biggest weakness of
the brand is that it serves niche market segment which limits the scope of the expansion of its
target market. Its target market is limited to the people who are health conscious and to those
who belong to higher middle class and are brand conscious. It is also found that the brand
has opportunities to expand its business by developing more variants so that more markets
can be covered. Its biggest threat is the emerging competitors which can be faced only when
the brand will enhance its product lines and variants. It will also be able to face its threats
when an effective Integrated Communication plan will be developed to target the specific set
of customers (Naeem, Bilal & Naz, 2013).
The main objectives of the IMC campaign/ plan for the product/brand include:
 To create awareness for the brand and its features to the probable customers
 For making the customer understand that how the product can benefit the customer
 To develop a creative strategy for positioning the brand better than its competitors (Reid,
Luxton & Mavondo, 2005).
These objectives will help the company in developing the IMC plan for the product.
For each objective, articulate whether it is a communication or behavioural objective
and provide the rationale for selecting this type of objective
1. Making the product affordable among the customer in rural areas

Communication objective: Shampoo is a product which is used by people of all income
class, all gender, no age biasedness etc. To target the rural market, the product designing
has to be changed to extremely flashy and attractive and the sizes also have to be reduced
due to limiting earning capacity. It is more of a communication objective, as it is
extremely important for the rural audience to understand the positioning of head and
shoulders and also its affordable prices.
Behavioural Objectives: People in the rural area buy head and shoulders owing to the
reason of affordability, size, widely availability and flashy packaging.
Rationale: Philip kotler said, fortune lies at bottom of pyramid, hence, increase market
share and more revenue for the company.
Ability to provide stronger & dandruff free hair:
Communication objective: Objective here is to provide stronger and dandruff free hair to
the consumers. This will be communicated by showing a celebrating recommending the
use of this shampoo with the above mentioned objectives
Behavioural Objective: The beauty of the rural population is that once the problem
identified by the consumer is solved by the brand, they automatically submit their loyalty
to the brand and does not look out to try more alternatives for the shampoo.
Rationale: The rationale behind this strategy is becoming undisputed leader in the
dandruff and strength of the hair. The USP will be echoed in each and every market,
strengthening its hold and position.
Has a great fragnence and freshness attached to it
Communication objective: The communication objective is to make the rural population
understand that the shampoo comes not only with quality of anti-dandruff and providing
strength to the hair, but also makes the hair smell good and make u feel fresh after one
applies the shampoo.
Behavioural Objective: Consumers in the rural market should buy the product on the
overall qualities and not just on the basis of anti-dandruff and strength.
Rationale: It will strong hold the position if head and shoulders in the market as the one
complete solution for hair.

There are few objectives for which the IMC plans are made for the product. These objectives
are already discussed above. The first objective is to create awareness about the brand among
the customers. This is a communication objective in which the subject is to be communicated
to the other party in order to fulfil it. This objective is selected because it will help the brand
in expanding its customer base and markets. The second objective is to develop an
understanding into the customers for the benefits of the product for them. This is also a
communication objective which tries to communicate to the customers about the features of
the product. This objective is selected because it is very important to make people understand
that why they should purchase the product of a particular brand. The third objective is also a
communication behavioural objective which is to develop a creative strategy for positioning
the brand better than the competitors. It is selected because there is a lot of competition in the
market because of which the company needs to be creative so that it can gain attention of the
customers and can fight competition in the market (Mudzanani, 2015).
Explain how each of these objectives evolved from the marketplace situation analysis,
the target market, and the prioritized SWOT Analysis findings
Making the product affordable amongst the customers in rural areas: Head and shoulders
have made a name for itself in the market. Head and shoulders is facing neck to neck
competition with Sunsilk and clinic all clear, it is most certainly a price war. The company
with its flashy packaging, new designing and launching the product in small sizes can have a
grip over the rural market.
Each objective of the IMC plan is interlinked with the internal and external environment of
the company. Also, they are created keeping in mind the target market and their needs and
requirements. Brand awareness is to be created because there is huge opportunity in the
market which can be grabbed when the product I made in the access of the customer
(Dewhirst & Davis, 2005). It is also important to make them aware so that they feel an urge
to purchase and use the product. It is also important to position he product better than the
customers so that the competition can be met in an effective manner. The benefits of the

product are to be communicated to the customers so that they can develop brand loyalty and
the brand can improve its position in the market. The strong brand name of P&G will help the
brand Head and shoulders to make its better place in the market. The brand can use digital
and social media channels which are accessible by most of the population in the present time
to fulfil the objectives of the brand (Mihart, 2012).

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