Brand Management MKT470 Section 01 Assignment: Behavioral Drivers of Brand Equity (Head & Shoulders) Submitted To: Ms. Zakia Binte Jamal Submitted by: Group 06 Name ID Contribution Romala Munna 1710070 Q01, Q02 & Compilations Tahmid Bin Salahuddin 1920428 Q03 & Q04 Tanushree Ghosh 1921053 Q09 & Q10 Md. Ahasanul Haque Aumi 1810917 Q05 & Q06 Salman Al Fazri 1910819 Q07 & Q08 Submitted: April 27th, 2023 Summary The case study referred to the Behavioral Drivers of Consumers that aid in building Brand Equity. The case study focused on the Shampoo industry and compared mainly three different brands: Head & Shoulders, from Proctor & Gamble (P&G); Clear and Clinic Plus, both from Hindustan Unilever Limited. There were other mentioned brands within the study, but in regards to building brand equity, these three brands were compared to each other the most. Throughout the case study different forms of brand equity were presented and interpreted to determine how the brands would build and develop on their equity and reputation. Head & Shoulders is a brand of anti-dandruff shampoo produced and marketed by Procter & Gamble. The brand was first introduced in 1961 in the United States and was initially only available as a medicated formula. However, in the 1970s, Head & Shoulders introduced a non-medicated formula, which focused on improving the overall health and appearance of the hair. Over the years, Head & Shoulders has become one of the world's leading anti-dandruff shampoo brands and is available in more than 110 countries. The brand has expanded its product line to include various shampoos, conditioners, and other hair care products, all designed to address specific hair and scalp concerns. In addition to its product line, Head & Shoulders has also partnered with various sports organizations and celebrities to promote its brand. The brand's partnerships with the National Football League (NFL) and the International Cricket Council (ICC) have helped to increase its visibility and brand awareness among sports enthusiasts. In recent years, Head & Shoulders has also focused on sustainability and reducing its environmental impact. The brand has introduced recyclable packaging and has implemented various initiatives to reduce water usage in its manufacturing processes. Overall, Head & Shoulders has a rich history of providing consumers with effective anti-dandruff solutions while also addressing broader hair care concerns All the brand propositions of each brand were segmented according to three main benefits: ● Hair Health and Beauty/Cosmetic Benefits: Dove, Sunsilk, L’Oreal, etc. ● Scalp Health and Anti-Dandruff Benefit: Head & Shoulders, Clear, etc. ● Goodness of Natural and Herbal Ingredients: Nyle, etc. As discussed in the case study, the main competitors that Head & Shoulders had were Clear and Clinic Plus, hence the comparisons. The features studied from each brand are described below: Head & Shoulders ● Focus on anti-dandruff superiority through the testimonials of dermatologists ● Cosmetic quality, with the use of Bollywood actors as brand ambassadors ● Protection against dandruff gives beautiful scalp and hair, as well as brings people closer to each other ● Strong product stories & demonstrations Clear ● Playful interaction between men and women, targeting both ● Imagery of seductive, stylish and sophisticated, through Bollywood actors as brand ambassadors, with the use of seductive dance moves ● The color black and gold Clinic Plus ● Women of all ages, creating bonds ● Emotional chord with dramatic elements, such as, mother-daughters bonds ● Strong functional message ● Use of TV actors from TV serials ● Use of emotional positioning The case study also brings the marketing mix into comparison regarding the three brands mentioned above and comes down to this conclusion or comparison: Head & Shoulders Clear Clinic Plus Product (variants) 09 03 03 Price Average Expensive Cheap Place All major store formats Promotion Price discounts & Bundle packs Volume & Bundle packs Questions Now, coming to the questions, there were ten questions to be discussed and answered from the study, thus, the five us took two questions each. The first two questions concentrate on the cognitive aspects of the brand in relation to the brand propositions. Cognitive aspects are within the beliefs of their consumers through experience and perceptions which are then analyzed. Not only does Head & Shoulders provide a solution for dandruff, but also provides cosmetic benefits, thus, the proposition of “Up to 100 % Dandruff Free Forever, Up to 95 % Less Hair fall”. Clear, on the other hand, claims “Clear-Nothing to Hide” and provides future prevention against dandruff, but unlike Head & Shoulders, Clear doesn’t provide cosmetic benefits. Whereas, Clinic Plus takes a different take by portraying an emotional bonding within the brand use, for example, a mother-daughter bond at the time of mother’s day. The next two questions discuss the affective aspects and its relation to brand proposition for each of the three brands. The items used to statistically measure and determine the aspects of each of the brands include: ● Provides superior anti-dandruff performance: Head & Shoulders, Clear ● Prevents hair fall ● Moisturizes hair ● This brand has the best conditioner product ● This brand makes me feel beautiful: Clinic Plus ● This brand understands my hair needs ● Strengthens hair: Clinic Plus ● Improves the health of my scalp: Clear ● Leaves hair shiny ● Effectively fights damage ● Has a pleasant smell The TORA Model was then used in reference to the cognitive and affective aspects of the brands. The model includes 04 different steps that are an understanding of : ● Think: what the consumer thinks about the product. ● Feel: the emotions that the consumer experiences when using or thinking about the product. ● Do: the actions that the consumer takes when using or buying the product. ● React: the reactions that the consumer has after using the product. The next question discusses the connection between the brands and their brand equity. The value that a brand brings to a product or service above and beyond its practical advantages is referred to as brand equity. It includes customer perception, brand awareness, and reputation. An established name in anti-dandruff shampoo in India is Head & Shoulders. Through dependable advertising efforts, high-quality products, and consumer confidence, the brand has developed a solid reputation over time. Head & Shoulders has established itself in India as a premium anti-dandruff shampoo brand that provides trustworthy and efficient treatments for dandruff and other hair care issues. This approach has aided the business in forging a solid emotional bond with consumers and building a devoted following. As a result, Head & Shoulders' brand equity in India is intimately linked to its standing as a trustworthy and potent anti-dandruff shampoo company. The brand has been able to distinguish itself from other rival companies in the market by effectively establishing itself as a reliable and high-quality treatment for dandruff. Further discussing the questions provided from the case study, repositioning Head & Shoulders in India would require a thorough understanding of the Indian market, consumer preferences, and competition. Some of the approaches to reposition Head & Shoulders include: ● Conduct Market Research: to understand the current market trends, consumer behavior, and preferences ● Analyze Competitors: Analyze the competition in the Indian market and understand how they are positioning their products. Identify their strengths and weaknesses and determine the opportunities that can be leveraged ● Define Target Audience: Identify the target audience, based on factors such as age, gender, income, lifestyle, and preferences. ● Identify Unique Selling Proposition (USP): to differentiate it from its competitors and appeal to the target audience, based on the product's features, benefits, or a unique marketing message. Choose Positioning Dimensions: to differentiate Head & Shoulders in the Indian market, including dimensions such as price, quality, effectiveness, ingredients, fragrance, or packaging. Develop a Marketing Plan: to communicate the new positioning of Head & Shoulders to the target audience, including advertising campaigns, social media marketing, promotions, and partnerships with influencers or celebrities. ● Monitor and Evaluate: Monitor the effectiveness of the repositioning strategy and evaluate the results regularly. Make necessary adjustments and modifications With recommendations of repositioning approach the dimensions taken into account for the brand include: ● Natural Ingredients: help it differentiate itself from its competitors and appeal to consumers looking for gentle, chemical-free products. And can promote the benefits of natural ingredients for healthy hair and scalp. ● Anti-Dandruff Expertise: help it further strengthen its position in the market. Head & Shoulders can emphasize its clinical testing and research on dandruff, showcase its range of anti-dandruff products, and educate consumers on the causes and prevention of dandruff. ● Scalp Health: help it connect with consumers looking for solutions related to scalp health, such as its ability to soothe irritation and moisturize the scalp. ● Premium Quality: can help it appeal to consumers who are willing to pay a premium for high-quality products. Head & Shoulders can introduce premium variants of its products with advanced features and ingredients, promote its advanced research and development capabilities, and target consumers who value quality over price. Youthful Brand Image: can help it connect with younger consumers who are looking for brands that resonate with their lifestyle and values. Head & Shoulders can use social media platforms to target younger consumers, partner with influencers and celebrities popular among youth, and introduce new product variants and packaging designs that appeal to a younger audience. With all the above mentioned information we can conclude that Head & Shoulders is one of the leading brands within the shampoo industry. There are many domestic and foreign companies competing for market share in the fiercely competitive Indian shampoo business. Hindustan Unilever Limited (HUL), Procter & Gamble (P&G), Godrej Consumer Products, and Dabur India Ltd. are a few of the leading market participants. With its well-known brands like Dove, Sunsilk, Clinic Plus, and Tresemme, HUL is the industry leader. While Godrej and Dabur have a sizable market share with their products like Godrej Expert Rich Crème, Godrej Nupur, and Dabur Amla, P&G's Head & Shoulders and Pantene are also well known. ● In terms of positioning, Head & Shoulders positions itself as a premium anti-dandruff shampoo brand that provides superior scalp care. The brand focuses on the key benefits of removing dandruff and keeping the scalp healthy, which helps in keeping the hair strong and shiny. ● Head & Shoulders uses a multi-dimensional approach to differentiate itself from its competitors. The brand focuses on its unique formula that is clinically proven to fight dandruff, coupled with a refreshing scent that appeals to consumers. Additionally, the brand emphasizes the importance of scalp care as an integral part of hair care and positions itself as an expert in this domain. ● In terms of marketing and promotion, Head & Shoulders leverages various channels to reach its target audience. The brand partners with popular celebrities and sports personalities to promote its products, while also using digital marketing channels to engage with consumers. Head & Shoulders also uses in-store promotions and discounts to drive sales and increase brand visibility. In conclusion, the Indian shampoo market is highly competitive, and Head & Shoulders positions itself as a premium anti-dandruff shampoo brand that provides superior scalp care. The brand focuses on its unique formula, refreshing scent, and expertise in scalp care to differentiate itself from its competitors.
