Head and Shoulders Shampoo Marketing Essay

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INTRODUCTION: Procter & Gamble (P&G) is an American company headquartered in downtown Cincinnati, Ohio, USA. Its products include foods, beverages, cleaning and personal care products. In 2011, P&G recorded $82.6 billion dollars in sales. Fortune magazine ranked P&G at fifth place of the "World's Most Admired Companies" list, which was up from sixth place in 2010. Procter & Gamble is the only Fortune 500 Company to issue C Share common stock. As of July 1, 2011, the company structure is categorized into two "Global Business Units" with each one further divided into "Business Segments" according to the company's 2011 Annual Report. Dimitri Panayotopoulos is Vice Chairman of Global Business Units. The following segment constitutes of P&G business: Beauty segment Grooming segment Health Care segment Snacks & Pet Care segment Fabric Care & Home Care segment Baby Care & Family Home Care segment Manufacturing operations are based in the following regions: United Sates of America, Europe, Canada, China (31 wholly owned factories and other part of Asia, Philippines, Africa, Mexico, Australia, Latin America. About the Brand: Head & Shoulders is a brand of anti-dandruff produced by P&G Matt Elliott got Procter & Gamble researchers to start making a new anti-dandruff shampoo in 1950. Nearly a decade of research went into making a new formula, which introduced pyrithione zinc into the shampoo. It was first introduced to the U.S. market in November 1961 as a blue-green shampoo formula. Head & Shoulders is the world’s number one anti-dandruff shampoo. A power brand from P&G, this brand made it debuted in India in year of 1997. In the highly competitive shampoo market, which is estimated to be worth around Rs.1800 Cr, H&S is a major player in the anti-dandruff niche. The entire shampoo market was dominated by HUL with whopping market share of around 46% when the

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