Creative Message Strategies for Head & Shoulders: Assignment 3 Report

This report provides a comprehensive analysis of creative message strategies, focusing on the Head & Shoulders brand. It begins with a creative message strategy brief, outlining consumer response paths, customer insights, message objectives, selling strategies, and creative message strategy statements. The report then delves into brand positioning strategy, describing how Head & Shoulders aims to establish its market position through benefit positioning, and includes a perceptual map illustration. Furthermore, the report details the brand message objective and strategy, including the elements used to communicate the message to the target audience, and justifies the chosen message appeal. Finally, the report explains the creative "Big Idea" employed to execute the brand message strategy, detailing its application across different media, message visuals, copy, and storytelling format. The report references various marketing and advertising theories to support its analysis.

Assignment 3: Creative Message
Strategies

Table of Contents
Introduction...........................................................................................................................................4
Part 1: Creative Message Strategy Brief................................................................................................4
Develop a creative message strategy brief for your brand................................................................4
Explain why you decided on each of these elements and how they will contribute to the
development of a creative message strategy....................................................................................7
Part 2: Brand Positioning Strategy.........................................................................................................9
Describe the brand positioning strategy that you will develop to achieve your objectives...............9
Describe two brand or product features/ attributes/ benefits used by Colgate brand in its IMC
campaign...........................................................................................................................................9
Discuss why this positioning strategy is appropriate in terms of the brand consumer and brand
competition.................................................................................................................................10
Illustration of Brand positioning strategy in the marketplace on a perceptual map....................11
After you decide what position you want to develop, create your positioning statement..........13
Part 3: Brand Message Objective and Strategy....................................................................................14
What is the brand message objective to be communicated to the target audience?.....................14
Describe the elements that you will use to communicate your message strategy to the target
audience, and how does it “fit” with your message objective and positioning strategy.................14
Explain why this brand message strategy is suitable for the target audience.................................15
Identify the message appeal most appropriate to support your message strategy and provide
justification for it.............................................................................................................................16
Part 4: Brand Creative “Big Idea”.........................................................................................................17
Explain the creative “Big Idea” that you will employ to execute your brand message strategy and
why you selected it..........................................................................................................................17
Describe how the “Big Idea” will work in the different media to be used in the IMC Campaign.....18
Identify the message visuals and the message copy in the “Big Idea.”............................................19
Describe the storytelling format you decided to use to execute your creative direction through the
“Big Idea.”........................................................................................................................................19
References...........................................................................................................................................21

Introduction
Every company needs creative advertising in today’s business environment so that it can
compete the competitive business scenario in the industry and can perform better than its
competitors. For this, strategies have to be made and tactics need to be planned. Creative
message strategies are important to spread brand messages ( Baker & Hart, 2016).
Part 1: Creative Message Strategy Brief
Develop a creative message strategy brief for your brand
Message strategy is all about the communicating a brand message in creative and persuasive
form to a target audience. The creative strategy for Head & Shoulders will deliver a message
to the target audience and it will also motivate them to respond. The creative message
strategy brief for the Head & Shoulders embraces following aspects:
1. Consumer Response Path
Consumer`s response is considered for creating creative message strategy, as it will help to
gain the feedback of consumers about the Head & Shoulders. Though consumer response
path, objectives of the message can be determined; and message objective is one of the
foremost elements for creative message strategy. Hence, this will support in developing the
creative message strategy for the brand.
Response of the consumers could be positive or negative that depends upon their
behaviour. Both cognitive and behavioural path will be laid emphasis in regards to
consumer response path.
Cognitive path- Awareness about the brand i.e. Head & Shoulders will be created
among the consumers. The message will communicate the opportunity for the target
customers to use or buy the anti-dandruff shampoo. Knowledge about the brand will
be created as well as increased among the target audience. Through the message it
will be communicated that how the problems of the consumers can be solved. As the
problem of consumers related to dandruff could be solved through the Head &

Shoulders, because of the anti-dandruff attributes it possesses. In short, the target
audience will be educated about the use of brand.
Behavioural path- This path will lead to increase in trial of the product. As the
consumers will be enticed to try the product for certain period of time, in order to
check the benefits they could get through using the anti-dandruff shampoo. Behaviour
of the consumers will be considered for creating message. Through the message they
will be inspired to tell others about the brand. This will led to word of mouth
marketing, which is one of the best ways to enhance the customer base. Beside this,
when the customers will tell about the product in positive manner, then it will be
helpful in spreading the message.
2. Customer Insights
Insights of customers are also important to be determined for developing a message
strategy as it can help in gaining the perceptions of the customers about brand and
other related aspects. Beliefs and below the surface attitudes, which can affect the
behaviour of the customers can be assessed through customers insight. Therefore this
element is determined for creating message strategy in creative manner (Ozeritskaya,
2015).
The insights of the customers will help in creating the message, as by analysing their
perception about the brand; it can be assessed whether they are enticed through Head
& Shoulders till now or not. Customer’s behaviour will be analysed to ascertain their
purchasing actions, preferences etc. (Kappel, 2017). Customers may think that Head
& Shoulders is an anti-dandruff shampoo and can only be helpful in removing
dandruff from the scalp or it may not help to get shiny as well as bouncy hairs. This
insight of customer can be determined while creating message and the message shall
deliver the information about brand which may be liked by the customers. The
message can communicate the negative effect as well; as what might happen if they
(customers) do not use the product (Ozeritskaya, 2015). The dandruff on the scalp
may increase, if the customers do not use the anti-dandruff shampoo.
3. Message Objective

Objectives of message facilitates in developing creative message strategy. The main
objective of the message is- “To connect with the customers in significant manner”.
Connecting through the customers benefits the bran, as the awareness about the brand
enhances among the customers. Target audience will be persuaded through the
message to try the product. By trying the product they will come to know about the
benefits they could availed through it (Hanlon, 2017).
4. Selling Strategy
Selling strategy will support in creative message strategy as through selecting the
selling strategy it can be determined what has to be included in the message. Through
selling strategy, message can be created as promised benefits of the product will be
delivered to the customers. The message will include the following aspects-
Feature of Head & Shoulders i.e. attributes which gives this shampoo a distinctive
difference. The USP of this shampoo is that, it have ZPTO factor. This factor makes
the product unique and different in comparison to other products. Many other
products claim themselves as one of the best product that could help the customers in
solving their problems. In addition to this, there are variations in Head & Shoulders,
such as lemon, Strawberry and Menthol. Because of variations, consumers may prefer
to buy the product as per their favourites.
Value-pricing- Message will be delivered to the target audience that Head &
Shoulders is the best quality product that customers can purchase for that price.
Benefits of Head & Shoulders will be communicated through the message, by adding
the unique selling point of the product i.e. ZPTO factor that will help the individuals
in removing dandruff. By portraying benefits of the brand that is not offered by the
other competitor brands, will entice large customer base.
5. Creative Message Strategy Statement
Creative message strategy statement for Head & Shoulders comprises the theme of
advertising i.e. advertising appeals and executional styles. This element is being
included in developing the strategy for the reason that, through advertising claims
information about the product could be provided to the consumers. In message, the

supporting information entails the factors which support the brand promise (Hamon,
2017). For instance, the main feature of the Head & Shoulders which creates it unique
is ZPTO factor that will help the individuals in removing dandruff from their scalp
and to get healthy and shiny hairs.
Execution style- It includes the appeal of advertising that will be practiced to
communicate with target audience. The execution style of message includes the
attribute- ‘reason, why?’ The message will be given to the target audience why they
shall use Head & Shoulders. Demonstration style will be used to execute the message.
Through demonstration, product`s actual working will be outlined. Ease of
consumption or usage of product, besides the benefits and effectiveness will be shown
through demonstration. Advertisement on television will be the best idea to
demonstrate the product i.e. Head & Shoulders. In the advertisement, the character
will demonstrate the use of product, its benefits, reason behind using the product as
well as attributes and USP of the Head & Shoulders.
Advertising appeal- It is included in the brief, as it will help in eliciting the response
from audience. Both emotional and rational facets will be used in the advertisement of
Head & Shoulders. Through rational appeal, scientific information about the brand
will be communicated ( Baker & Hart, 2016). An authority’s expert, like scientific
body will demonstrate the ZPTO factors present in the shampoo that will help the
audience to remove dandruff. Benefits of using the product will be portrayed through
the character. Recommendation of experts will be convincing and enticing the
audience to use the shampoo. On the other hand, emotional appeal will entice the
audience to use the product and feel good (Duncan, 2004). As by using the anti-
dandruff shampoo, they could get dandruff free hairs which are healthy. Through
emotional appeal, it will be demonstrated that if the individuals will not use an anti-
dandruff shampoo, like Head & Shoulders then, they may face the dandruff problem
for long time period.
Explain why you decided on each of these elements and how they will
contribute to the development of a creative message strategy.
The whole creative message strategy consisted with the above elements will lay
emphasis on- analysing the behaviour of the consumers while making purchasing

decisions, relevant message objective, demonstrating the product`s attributes and
benefits to the audience.
1. Consumer Response Path
Consumer`s response will help to gain the feedback of consumers about the product. With the
help of consumer response path, objectives of the message can be determined and will assist
in developing the creative message strategy for the brand.
2. Customer Insights
These are considered as they contribute in gaining the perceptions of the customers
about brand (Ozeritskaya, 2015). The insights of the customers will help in creating
the message by identifying what they perceive about the brand.
3. Message Objective
This contributes in developing creative message strategy. The main objective of the
message is to get link with the customers which enhance the brand image among the
customers (Hanlon, 2017).
4. Selling Strategy
Selling strategy contributes in delivering the promised benefits of the product to the
customers. The message will include the aspects like attributes of the product, value
pricing and benefits of the product.
5. Creative Message Strategy Statement
Creative message strategy statement for the brand includes advertising appeals and
execution types. It contributes in creating the appeal for the whole advertisement of
the product.

Part 2: Brand Positioning Strategy
Describe the brand positioning strategy that you will develop to achieve
your objectives.
The Head & Shoulders` brand positioning strategy lays emphasis on holding the position in
the market and in the mind of the customers through benefits of the brand. Strategy for brand
positioning comprehends assessment and defining the aspects of difference and similarity to
ascertain the appropriate identity for brand besides creating proper brand image. This
strategy`s features will set the brand apart from the competitors. The strategy for brand
positioning of Head & Shoulders consists of following aspects:
Describe two brand or product features/ attributes/ benefits used by
Colgate brand in its IMC campaign
Benefit positioning will be laid emphasis to place the brand (Bhasin, 2016). This
positioning will be derived through demonstrating the benefits of using Head &
Shoulders among the target audience. Following aspects will be emphasised to gain
benefit positioning-
 Brand features: - The features of Head & Shoulders create uniqueness in the
brand. As the shampoo have ZPTO factor which is effective in removing
dandruff. This brand feature is effective and important. One of the other
features of the brand is its variants. As the shampoo with different variants is
available for the individuals and the suitable one can be opt by them. The
competitor brand of Head & Shoulders i.e. Sunsilk also have variants
available, however the ZPTO factor present in the Head & Shoulder creates it
as unique and different from Sunsilk.
 Brand benefits: - The benefits for the brand consumers which they can avail
by using Head & Shoulder are-
 Calms itching- The problem of itchiness on the scalp can be solved by
the consumers through this shampoo. As zinc based actives present in
the Head & Shoulders calms the itchiness and help in looking the hairs
great.

 Fights dandruff and dryness- Another benefit of using this shampoo for
the consumer is that; by using Head & Shoulders scalp can be kept
healthy as the active moisturizers helps in fighting with the dryness
and dandruff problems.
The above features and benefits of brand will help in gaining the position in the
market and among the consumers. The benefits offered by the brand, will entice them
to try the product for once, and by getting effective results after trying the product.
They will like to purchase the product again.
Discuss why this positioning strategy is appropriate in terms of the brand consumer and
brand competition
Positioning strategy is developed by considering the consumer insights and
competitors of brand. In context to brand consumer, this positioning strategy will be
appropriate. As the benefits of the product will be demonstrate which is related to
benefit positioning. The benefits of using Head & Shoulder i.e. anti-dandruff shampoo
will offer the benefits to the target audience or the consumers. They will be
demonstrated that by using this brand, problem related to dandruff can be solved by
them. In addition to this, they will be also get benefitted of getting healthy and shiny
hairs by using the brand. Creating awareness about the benefits of brand for the
customers will help in gaining the benefit positioning (Fuggetta, 2012).
On the other hand, the benefit positioning strategy will be appropriate in regards to
compete with other competitor brands. As through the benefits positioning strategy
which includes the features of brand, customers will be enticed. Reasons given
through the IMC, for purchasing the brand, will support in holding a place in
consumers mind. They will be able to point out differences that brand holds in
comparison to other competitor’s brand. The unique selling point of Head &
Shoulders portrayed in the integrated marketing communication plan will help in
creating awareness among the consumers about ZPTO factor. As this factor is unique
and makes the brand different and unique in comparison to other brands. In addition
to this, the variations in the shampoo i.e. availability in the different colour and
attribute, such as- strawberry, lemon etc. will help in holding position among the
audience (Hanlon, 2017). The benefits and attributes of Head & Shoulders shampoo
are different from other shampoo. Consumers will be able to differentiate this brand

from other brand and could make an effective perception in their mind about the
shampoo.
Illustration of Brand positioning strategy in the marketplace on a perceptual map
The above perceptual map of the Head & shoulders reveals that Head & Shoulders
can be regarded as a healthy shampoo which effectively fights with dandruff. There
are a number of competitors of this brand, such as- Sunsilk, Clinic All Clear etc. The
competiton for this brand is tough, hence there is requirement of taking strong actions
for creating the effective brand positioning.
The perceptual map of Head & Shoulders in relation to the brand postioning stratgey
is given below:

According to the perceptual map of product positioning, head & Shoulders falls in the
category of low price and high demand. As the price of the Head & Shoulders
shampoo is not so high and the demand for this shampoo is high among the
consumers. Reasons behind high demand for this brand can be the attributes and
benefits of this shampoo. According to the perception of the company, Head &
Shoulders is world`s number one shampoo. As, it offers superior scalp coverage by
removing dandruff and leaving the scalp clean and free from itching. Using this
shampoo provide benefit to the customer as they can get beautiful and soft hairs. The
Markonym ZPT formula of Head & Shoulders is unique and make this brand different
in comparison to other brands. However, the perception of the customers about the
brand are also identical to the perception of the company, at some extent. Customers
also regard this brand as a number one shampoo that removes dandruff. Besides this,
customer also perceive that, this shampoo has reasonable price. Being medicated
shampoo, the fragrance of shampoo is also good. As per consumer`s perception, Head
& Shoulders provides silky, shiny and flake free hairs.
The gap between consumer`s perception and company`s perception is not at high
extent. Hence, the positioning strategy will help to fill the gap. Emphasis will be laid
on delivering the benefits to the consumers which are being claimed through the

advertisement. In addition to this, promotion of the product in depth is also considered
to hold position in the market. Awareness about the brand will be created through the
advertisement campaign
After you decide what position you want to develop, create your positioning statement.
Brand positioning for the Head & Shoulders is done through ensuring the certain
factors, which are given below.-
 Is this shampoo unique in comparison to competitors? Yes
 Is Head & Shoulders encouraging and significant product to the
niche market?
Yes
 Is this brand, applicable to main businesses and geographic
market?
Yes
 Do this brand (Head & Shoulders) will be helpful for P&G in
achieving its financial objectives?
Yes
 Is the plan confirmed with appropriate, original and unique
product?
Yes
Head & Shoulders is currently positioned as an anti-dandruff shampoo (product)
which clears dandruff. The niche market in regards to anti-dandruff segment is
successfully acquired through this brand (Bhasin, 2016). There is need to position this
brand, not only in context to anti-dandruff shampoo, but also as a shampoo which
provides shiny and silky hairs.
The brand positioning statement for Head & Shoulders- “We are there to help you in
getting dandruff free and shiny hairs”. This positioning statement will help the brand
to gain position in the niche market as a shampoo which provides several benefits
(Holland, 2015).