Table of Contents INTRODUCTION...........................................................................................................................1 Product Details.............................................................................................................................1 CONCLUSION................................................................................................................................1 REFERENCES................................................................................................................................2
INTRODUCTION Product Details Company– Head & Shoulders. Product– Anti dandruff shampoo. Competitive information– Currently H&S have enough competitors who provide same products with similar features. Such as BioExperts, eGo, Pantene, Pert Plus, Ogx Beauty etc. Environmental scanning-With the help of competitive analysis organization identify their internal as well as external environmental factors which impact business. Main purpose of environmental scanning is to get future direction which required for decision making process. Company use SWOT or PESTEL analysis for environmental scanning. Demand forecasted –With the help of technical analysis Head & Shoulders can analyse future demand which is totally based on past trends and external factors which impact the business. STP Analysis: Segmentation:Head&shoulderscompanyfocusingonlifestyleorcustomers preference because of FMCG product, shampoo's demand does not impact due to demographic or geographic segment. Anti dandruff shampoo based on the customer preference or needs (ANOZIE, 2013). Targeting: Company targeting higher middle class people who are brand conscious and those who concern for their hair. H&S targeting middle age men who having dandruff problem. They also use marketing strategy where product advertisement shows that, after one use of this shampoo will provide 100% result. Positioning: H&S focus on their message which they wanted to spread among the customers that one wash will provide you dandruff free hair. Because of effective distribution channel and penetration will help the company to boost their sales in rural market (Wilson and Gilligan, 2012). Company invested in marketing strategy as well as innovation in product will help them to expand their business on global level. CONCLUSION Above mention report concluded that any organization done various actions in order to increase their product demand. They have to done market research to know their competitors, done environmental scanning and STP analysis for effective findings. 1
REFERENCES Books & Journals ANOZIE, U., 2013. 5 MARKETING STRATEGY: SEGMENTATION, TARGETING AND POSITIONING.Principles of Marketing: A Value-Based Approach. Wilson, R. M. and Gilligan, C., 2012.Strategic marketing management. Routledge. 2