Head and shoulders
Introduction
Procter & Gamble Company has dominated the Australian hair and scalp care market. Head and Shoulders refer to a shampoo brand produced by Gamble and Procter Company in Australia. Four P’s of marketing are product, place, promotion and price. Since 1950 Head & Shoulders have satisfied the needs of customers since the shampoo eliminates dandruffs and acne. Ideally, the Procter & Gamble scientists discovered the effective ingredient, Pyrithione Zinc (Procter & Gamble Company, & Water Environment Research Foundation, 2003, p. 13). The ingredient was effective against dandruffs. Gamble and Procter utilized the ingredient in making Head and shoulder shampoo. Therefore, Head and Shoulders is the original product of Procter & Gamble that is clinically approved to eliminate dandruff.
Consequently, Head and Shoulders have evolved over the last five decades and it offers several conditioners and shampoos that meets the clients scalp and hair needs. Notably, Head and Shoulders is the well-known brand among the anti-dandruff shampoos. Head and Shoulders are considered as the best anti-dandruff shampoo globally (Procter & Gamble Company, 2010, p. 16). Head and Shoulders appears in different categories such as classic clean conditioner and shampoo, ocean lift, dry scalp, smooth and silky, intensive treatment, refreshing menthol, active support, extra volume, restoring shine and clinical strength.
Four Ps of Head and Shoulders
The Ps of marketing are product, price, place and promotion.
Product mix
Head & Shoulders shampoo has several benefits to its users. The notable benefits of Head and Shoulders to consumer’s scalp and hair include relieving irritation, reduces redness, it fights dryness, it removes flakes, it calms itching, it controls oiliness and also leaves the scalp and hair beautiful (Procter & Gamble Company, 2010, p. 12). The trademark color of Head & Shoulders is white and blue, the container is white and its lid is blue. Ideally, the shampoo’s most popular brand name is owned by the Procter & Gamble Company. Head & Shoulders is designed for adults and late teens, the product is appropriate for both men and women. Head & Shoulders works best if it is user takes a bath more than ones in a day. Use of large quantities of Head & Shoulder heals and completely removes the problem of scalp.
Price Mix
The price of various varieties of Head & Shoulders shampoo depends on its sizes, value, special offer as well as the discounts. Ideally, Head & Shoulders is affordable and the consumer of the product can realize value to his or her money. Head & Shoulders is used by everyone. The shampoo is applicable to all people whether they have scalp problem or not. The main aim of using Head and Shoulders is to avoid dandruff cases (Belaid, T’kindt, & Esswein, 2012, p. 568). The product is available in leading supermarkets and pharmacies within Australia. 200ml of Head and Shoulder conditioner and shampoo goes for $4.95, the price is affordable and the consumer derives immense benefits since the shampoo soothes the itchy hair and scalp and it also reduces dandruff. In short, Head & Shoulders provides clinically accepted dandruff protection as well as squeaky clean scalp and hair.
Place Mix
Head & Shoulders varieties are available in several leading pharmacies, independent groceries and chemists in Australia. Furthermore, consumers of Head & Shoulders can acquire the vital product from online stores in Australia or outside. Head & Shoulders products are accessible globally (Procter & Gamble Company, & Water Environment Research Foundation, 2003, p. 17). The products of Procter and Gamble Company have attracted global attention due to their functions and high quality. Notably, people present scalp problems in various parts, therefore this increases the demand for Head & Shoulders. Similarly, dandruff is a common problem affecting many people; this has also expanded the market for Head and Shoulders.
Promotion Mix
The Procter and Gamble Company utilize a model to represent Head and Shoulders. Therefore, various countries have their popular celebrity that can fit in Head and Shoulders. The Procter & Gamble Company sometimes provides promotions to its esteemed consumers (Procter & Gamble Company, & Water Environment Research Foundation, 2003, p. 20). The promotions may include decrease in the normal prices of their products or the Company may slightly increase the quantity of the product from the normal. Promotions increase the market demand of the company’s products. Ideally, the Procter & Gamble Company has realized increased profit margin as a result of promotions.
Comparison of Head & Shoulders with competitors
The hair care industry has witnessed stiff competition recently. The competition between various Companies has led to provision of the best scalp and hair shampoo that can fit all types of hair. In particular, Procter & Gamble has faced competition from multinationals such as Unilever. Similarly, local company such Kala Kola has come up with a product known as Bioamla that has competed favorably with head and shoulder in the job market. Ideally, Unilever control the largest share of the shampoo market (Procter & Gamble Company, 2010, p. 14). Other products such as Pantene pro-v, Sunsilk, Dove, Clean & Clear also removes acne and dandruff and have registered a healthy completion with Head and Shoulders of Procter and Gamble Company. Unilever is the significant threat to Procter & Gamble Company’s progress.
Head & Shoulder shampoo helps in reducing dandruff especially the green Head and Shoulder shampoo has been accepted as the great dandruff and acne remover since it contains Pyrithione and anti-bacterial ingredients. Clean & Clear is also the best for hair fall and dandruff. Sunsilk shampoo is listed as the best Pakistani hair shampoo that fits all types of hair. Similarly, Pantene has proved to be the best in the prevention of hair loss (Procter & Gamble Company, 2010, p. 18). However, Pantene cannot stop all hair from falling but provides nourishment that reduces hair fall. Dove’s hair products have gained huge popularity recently both in Australia and Pakistan and Dove has been considered as the best dealers in hair shampoo. Dove provides shampoos for all types of hair. The freedom of color in Dove’s products has given the company an added advantage over its competitors such as Head & Shoulders. Ideally, the Dove Company employs Fiber Actives & Micro Moisturizer Protein Serum that protects the hair from destruction. Therefore, Dove produces the best scalp and hair shampoo that can provide softness and nourishment to hair.
In a nutshell, the Procter & Gamble’s Head & Shoulders has been accepted in the market for more than 50 years. Head & Shoulders is clinically proved to remove dandruff and acne in human hair and scalp. The market share for the Procter & Gamble Company has consistently increased over the last 5 years and the Company has laid more emphasis on establishing new markets to its products (Belaid, T’kindt, & Esswein, 2012, p. 564). The Procter & Gamble Company has managed to withstand the fierce pressure from its close competitors such as the Unilever Company and the Research & Development Company. Procter & Gamble understands the desires and needs of its customers especially in personal and household products and this has forced the company to diversify its shampoo products.
References
Belaid, R., T’kindt, V., & Esswein, C. (2012). Scheduling batches in flowshop with limited buffers in the shampoo industry. European Journal of Operational Research, 223(2), 560-572. doi:10.1016/j.ejor.2012.06.035
Procter & Gamble Company,, & Water Environment Research Foundation. (2003). Protocols to assess the breakdown of flushable consumer products.
Procter & Gamble Company. (2010). Home made simple: Fresh ideas to make your own. New York: St. Martin's Press.
