Marketing management II
Download 290.62 Kb. View original pdf
|
A Cat Corp
- Navigate this page:
- (3) Positioning
- 5 C ANALYSIS
| (2) Targeting: The target market for HS are the higher middle class people who are brand conscious, early adopter and who care about the overall health of their hair. HS targets middle aged people having scalp and dandruff problems. At the initial period of its marketing strategy, it showed advertisement which shows the facts with only one use of the product, the shampoo gives almost 100% relief from shampoo. It introduced many other features like menthol, volume boost, and hair-fall therapy for the college going youth and young professional with hair conscious. HS took the advantage of physiological mentality of this user group with adopting ads where prominent actors were used. (3) Positioning H&S is positioned as anti-dandruff product which clear flakes with one wash. As the market leader it has successfully acquired the niche market of anti-dandruff segment. The effective distribution channel and deep penetration in the rural market has boosted up the sales in past year making it a leader. 5 C ANALYSIS: 1. Company About PG It is one of the largest and amongst the fastest growing consumer goods companies in India. It was established in 1964, and they are now serving 650 million consumers across India. Their presence is across varieties of segment such as Beauty Grooming segment, Household Care segment as well as Health & Well-being segment. About Head & Shoulders Launched in 1961, it was the first-time people experienced the powerful dandruff eliminator. Even after 50 years, it is regarded as the world’s No. shampoo and has variety of products under its brand. Now dominating in Indian market as one of the leading Anti-Dandruff shampoo with leading market share and high availability starting from small Kirana shops in locality with small sachets to the Supermarkets and Big retail houses. Collaborators: They are regarded as external shareholders and they team with up company for mutually beneficial partnership. This contain distributors, suppliers, agencies and business partners. As they have a very strong network of distributors as well as retailers throughout the India, primarily for the reason because of its parent company PG as well popularity of Head Shoulders in the consumers. Business partnership of Head & Shoulder has been recently seen with Tough Mudder as this partnership is regarded as the perfect platform by Jo Vaughan, PG hair care brand manager. In this the participants after crossing obstacles, have to wash off the mud and perspiration at shower stations equipped with Head & Shoulders. It will promote both brands marketing around facing Challenges with Confidence. Other sponsorship and official partner in the past are: Head & Shoulders, official sponsors of Britain’s Next Top Model. Official hair care sponsors for The Music Run powered by Spotify. 3. Competitors: India offers huge potential growth opportunities to global companies like Procter Gamble (PG) by being one of the fastest-growing consumer markets. By 2020, Deloitte expects India to be the world’s largest middle class consumer market and expects the expenditure to go as high as $13 trillion by 2030. The main competitors of PG in India are Unilever, Patanjali, Marico, Colgate-Palmolive, ITC Limited, Dabur India and L’Oreal. Unilever, which is popularly known to touch the lives of two of out of every three Indians, leads the way and is the largest Fast Moving Consumer Goods Company in India. The HUL vs PG rivalry is known to be the mother of all FMCG rivalries observed closely everyday from the point of view of products and not the umbrella brand. This rivalry exists in every retail counter and modern retail showroom. However, the latest entrant in the market is Baba Ramdev’s brainchild, Patanjali, which is currently India’s second largest FMCG brand and is said to become the world’s largest FMCG by 2021. Whether or not the prediction will be true it can’t be denied that Patanjali is a disruptive force that is posing credible threat to these well established players. |