Head & Shoulders Marketing Report: Competitive Analysis and Strategy

This report provides an in-depth analysis of Head & Shoulders' marketing strategies. It begins with an overview of the product, including competitive information, and then delves into environmental scanning using SWOT and PESTEL analysis to identify internal and external factors influencing the business. The report further explores demand forecasting based on past trends. The core of the analysis focuses on STP (Segmentation, Targeting, and Positioning), detailing how Head & Shoulders segments its market, targets specific demographics, and positions its product to meet consumer needs. The conclusion emphasizes the importance of market research, competitive analysis, and strategic planning to boost product demand. The report also includes references to academic sources like books and journals.

Marketing

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 & shoulders company focusing on life style or customers
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.
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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.
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