Head & Shoulder
Presented by: Group 10
“Innovative solutions for modern lifestyles”- The brand relate with
quality, innovation and reliability. Consumers perceive the brand
as a high quality and innovative they can rely on.
Cognitive aspects &
interpretation of each
band
“Affordable and convenient solutions for everyday life”- Related with
affordability, convenience and reliability. Consumers perceives the
brand as an affordable and convenient
“Reliable and high-quality solutions for all your needs”-Related
together with reliability, quality and innovation. Consumer
perceive the brand as a reliable and high-quality may also be
innovative.
Head & Shoulder
Clear
Brand proposition and
advertisement of Head
& Shoulder and Clear
•
•
•
Idea of being bold and taking
risks.
Inspire excitement.
A sense of adventure in
consumers.
•
•
•
Reliability.
Convenience
May not be emotionally
resonant with consumers.
TORA MODEL
•
•
•
The model is used to analyse the reason behind consumer attitudes and behaviours
towards each brand.
Consumer beliefs about brand attributes, benefits and values, also subjective norms.
Shape their attitudes and behavioural intention towards each brand.
Lower cognitive and affective indicates negative
reputation of the brand
Higher cognitive and affective indicates a
positive reputation of the brand
Brand’s attributes, benefits and values
Brand’s characteristics and reputation
Brand Equity
Approach towards
repositioning Head
& Shoulder before
positioning
dimensions
 Conduct a thorough analysis of the target markets including their needs, preferences
and attitudes towards the brand and its competitors.
 Market research such as surveys, focus groups and consumer interviews.
 One approach to repositioning Head & Shoulder may be to focus on its unique value
proposition, which is its ability to effectively address dandruff and related scalp issues.
1.
Quality
2.
Exper
tise
3.
Innova
tion
Potential
Repositioning
Dimensions for Head
& Shoulder
4.
Effec
tiven
ess
5.
Conve
nience
Indian Shampoo
Market (Competitive
Analysis)
Hindustan Unilever Limited (HUL): Clinic Plus, Dove, Sunsilk, Clear.
Proctor & Gamble (P&G): Head & Shoulder, Pantene, Herbal Essence.
Marico: Parachute, Saffola, Livon.
History of Head & Shoulder
 Head & Shoulder is a brand of anti-dandruff shampoo owned by Procter & Gamble.
 The brand originally targeted towards men but in the following years, it expanded and
targeted wider audience, including women.
 Brand’s signature blue bottle and distinctive scent became synonymous with antidandruff.
 Continued to innovate and improved their products such as the 2-in-1 shampoo and
conditioner.
 Today Head & Shoulder is sold in over 100 countries and is one of the leading antidandruff shampoo brands.
 The brand is now available in online, making it more accessible to consumers around the
world.