Marketing management II

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Conditioner

Smooth & Silky Conditioner

Anti-Hairfall Conditioner
2. Pantene
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Shampoo

Hair Fall Control Shampoo
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Total Damage Care Shampoo
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Anti-Dandruff Shampoo
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Nature Fusion Fullness & Life Shampoo
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Long Black Shampoo
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Silky Smooth Care Shampoo

Lively Clean Shampoo

Daily Moisture Repair Shampoo

Conditioner

Hair Fall Control Conditioner

Total Damage Care Conditioner

Silky Smooth Care Conditioner

Daily Moisture Repair Conditioner
SEGMENTING, TARGETING & POSITIONING
(1.)
Segmentation
(1.a) Demographic Segmentation:
Head and Shoulders divides its market into groups based on variables such as:-
a. Age:
H&S Since it is a shampoo to remove dandruff and hair loss, HyS focuses its products to adult malesmales/fe (35 years).
b. Sex
For male and female
c. Generation:
target people from the Y Generation because they are the ones that more suffer of hair loss and dandruff.
d. Family size:
it is not important since they only focus on the hair ,
e. Occupation:
For a corporate executive use a low fragranced perfume on the other hand, a model use high fragranced perfume
(1.b) Psychographic Segmentation:
By psychographic segmentation HS divides its consumers and buyers into different individual groups based on social class, lifestyle, life cycle and personality

characteristics. The consumers in same demographic group can have very different psychographic makeup.
a) Social class : Here we see that, HS don't segment its products according to social class, as one of its characteristics, is being very affordable for everyone.
b) Lifestyle: People maintain different lifestyles. These distinct lifestyles play don't an important role in the market segmentation of HS as it is focused to every men who wants to have a healthy hair.
c) Personality: HS has used personality variables to segment market. For example HS introduced a different kind of different shampoos with different scents, all with the same function.
(1.c) Behavioral segmentation :
By behavioral segmentation PG divides the buyers into groups based on their knowledge, attitudes, uses, or responses to a product. The company marketers believe that behavior variables are very crucial in segmenting markets.
a) Occasion segmentation: HS generally produces those products which are used in our daily life. Sometimes in some occasions it puts its concentration in some selected products. Indifferent types of occasions it often provides offers like buy one and get one or buy it and get 20% extra”.
b) Benefit segmentation: Benefit segmentation means dividing the market into groups according to the different bents that consumers seek from the product. HS has already found that people want to get several benefits from a product class and here H&S
has identified several different hair shampoos segments.

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