University Report: Head & Shoulders Brand Extension Strategy, MG412

This report analyzes a proposed brand extension for Head & Shoulders, a well-known American brand under Proctor & Gamble. The report begins with an introduction, followed by the brand's background, including its market share and global presence. It outlines Head & Shoulders' brand values and explores growth strategies, specifically focusing on the Product Development Strategy within Ansoff's Matrix. The report then identifies a proposed target market of younger customers and analyzes key market trends, such as the demand for nourishing shampoos. A competitor analysis compares Head & Shoulders with Dove, examining market share and product differences. The conclusion emphasizes the importance of a specific marketing approach for new product launches. The report includes references to academic sources and journals.

Principles of Marketing

Table of Contents
 Introduction
 Background of the brand
 Brand Values
 Growth Strategy
 Proposed Target Market
 Key trends in the Market
 Competitor analysis
 Conclusion
 References

Background of the brand
Head & Shoulders is an American Brand which is produced by its parent company known as
Proctor & Gamble.
Market Share- This brand has over 20 % global market share within the market. It is a very
recognizable brand among the customers.
Market Size- The brand has its presence in the different markets of the world. It is a multinational
brand catering to the different types of customers in the market.
Trends in sales- The trends in sales show that the brand has steady sales in the market. It also
shows constant increase in its overall sales over the years as compared to the competitors.

Brand Values
 To provide the customers with a good shampoo which helps in nourishment of their
hair.
 To provide the customers with the value for the money which they have paid for
purchasing the product.

Growth Strategy
Ansoff's Matrix helps the brands in determining the best growth strategy which they can adopt
in order to become successful in the market. The strategies under it are as follows-
 Market penetration
 Product development
 Market development
 Diversification
From the above strategies Head & Shoulders should look to adopt Product Development Strategy
in which it should focus on developing new products within the market so that it is able to enhance
its revenues and overall profits.

Proposed Target Market
Proposed Target Market of Head & Shoulders for the purpose of bringing new products in the
market would be the younger customers. By providing them good products the company aims to
enhance its image within the market.

Key trends in the market
 The younger customers like to purchase those shampoos which can provide
nourishment to their hair.
 The young customers would like to have added features in the shampoos to provide
them value for the money paid by them.

Competitor analysis
Basis Head & Shoulders Dove
Market Share The market share of Head &
Shoulders is more in
comparison to Dove.
Dove has a lower market share
as compared to Head &
Shoulders.
Types of products The natural elements in its
shampoos are comparatively
less than Dove.
The natural elements in its
shampoos are more than Head
& Shoulders.

CONCLUSION
From the above presentation, it can be concluded that marketing of a new product in the market
involves development of a specific approach. It can help the firms in the market so that they are
able to achieve their goals and objectives.

REFERENCES
Books and Journals:
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In
Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Cuculeski, N., Petrovska, I. and Cuculeski, V., 2016. Sustainable marketing and consumers’
preferences in tourism. European Journal of Tourism, Hospitality and Recreation. 7(2).
pp.84-90.