Marketing Management: Head and Shoulders Brand Positioning and Consumer-Adoption Process

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Marketing management
[Type the document subtitle]
9/19/2019
student name

Marketing management 1
Contents
Head and Shoulders brand positioning............................................................................................2
Market leaders.................................................................................................................................2
Head and Shoulders Consumer-adoption process...........................................................................4
Product awareness.......................................................................................................................4
Product interest............................................................................................................................5
Product evaluation.......................................................................................................................5
Product trial.................................................................................................................................5
Product adoption..........................................................................................................................5
Head and Shoulders Pricing strategy decisions...............................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Marketing management 2
Head and Shoulders brand positioning
The company is offering the shampoo for the young age group to cure the dandruff as the key
problem area. The cool head is the positioning approach for the company. The company is aware
that the customers are suffering from various hair problems due to increase in environmental
damage of nutrition deficiency. This reflects targeting the customer group who are suffering
from dandruff, which is one of the general problems in hair care (Bruns, 2013). The company
positioning the brand with product differentiated through usefulness and the key reason to
believe in brand is due to assurance of 100 percent elimination of dandruff. The emotional need
that has been targeted by the brand is need for more concentration and confidence to attempt the
activities in everyday life win challenges without hesitating pertaining to the discomfort of being
socially confident with no hair problems (Andersson, 2016).
Market leaders
Global shampoo market is bifurcated into various product types like kids shampoo, anti-dandruff
shampoo, medicated shampoo, standard shampoo. Considering the key market leaders in the
shampoo industry are L’Oreal, P & G, Shiseido Company limited, and Unilever. Considering
these market leaders in the industry, head and shoulders is the part of Procter and Gamble
Company providing the product to target the niche market (Gong & Yi, 2018). The niche market
selected by the brand is the anti-dandruff shampoo, thus the focus of the brand within the P & G
company is one of the hair and scalp issues, that is very common in young people and
individuals to change in environment and the eating habits and changing lifestyle of the
customers in western nations (Calboli, 2015).

Marketing management 3
Figure 1: (Source: (mordorintelligence, 2019)
Other than the current performance of the industry, the future forecast of the shampoo industry
reflect increase in sale and demand of the products, which could be beneficial for head and
shoulders by targeting the niche market of anti-dandruff shampoo. Other than this, the organic
products demand is found to be growing considering it as the primary concern in the health
issues (Pappas, 2016). Unilever can be the major market leader which could be threat for head
and shoulders as the company strategy includes investing in new product development, which
could include range of product targeting the same niche market in near future. Moreover, Dove
Dermacare is the product that is targeting the dandruff issues while offering shampoo and
conditioner for the issue. Other than this the medicated shampoos and oil can be the products that
can be competition for head and shoulders in near future (Wel, 2012).