MARKETING THEORY& PRACTICE

GROUP MEMBERS:Baber AhmadWaqar Ali KhalidWaqas KhalidZia-ul-MustafaZulfiqar Ahmad

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Objectives

• Introduction• Opinion of the people• Product • Price • Placement (distribution)• Promotion

• Comparison• Conclusion & recommendation

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Introduction

• Head & shoulder product of P&G.

• Basically anti dandruff shampoo.

• Three flavors.

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Opinion of people

• Shampoo using by people

47%

30%

13%10%

HEAD&SHOLDER

SUNSILK

PANTEEN

other

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Opinion of people

• Satisfaction from used shampoo.

70%

21%

9% 0% Satisfied

Dissatisfied

Some what

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Opinion of people

• How many are they using.

Mostly are using from 2 to 3 years.

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Opinion of people

• Affordability for people.

71%

29%Satisfied

Dissatisfied

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Opinion of people

• About Head & Shoulder. Why not using.

9%

72%

19%Affordablity

Satisfied

Other Reason

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Gender wise

• Female • Male

60%

40%Male

Female

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By Age

• Young • Middle to old age • Children

80%

13% 7%Young

Middle Age

Children

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Dandruff or silky hair

• Dandruff • Silky hair

80%

20%

Dandruff

Sliky

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Opinion of people

• Availability of Head & shoulder.

82%

18%

Available

Not Available

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Opinion of people

• Availability of original quality.

50%50%Available

Not Available

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Opinion of people

• Required changes for Head & Shoulder.

25%

75%

Required

Not Required

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Opinion of people

• Flavors of shampoo.

68%

32%Satisfied

Dissatisfied

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Opinion of people

-High price.

-No Available in Original quality.

- No More flavors.

- female customers are dissatisfied.

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Product

Level of product • core product ( shampoo for

antidandruff)• Actual product - packaging (sachet and bottles attractive, antienviornmental factors) - features (available in different flavors, antidandruff) - design ( ,sachet ,small & family packaging)

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Product (contd…)

Quality level ( good, customer are satisfied)

- Brand name ( a/c to target, young generation

like)• Augmented product

- delivery of product ( dealer deliver the product)

- after sale service ( as such no service )

- warranty ( can change the product after expire)

- basically a consumer product.

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Product (contd…)

• Product attribution - branding - packaging - Product support services• Product development life cycle - Idea generation

- Idea screening - Concept development

- Marketing strategy - business analysis - Test marketing - Commercialization ( head & shoulder exist)

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Price

• Current price of H & S is affordable. • Value - product design( attractive)

- distribution channels (strong) - promotion ( good)- image ( good)

• External factors effect on price decision - demand- competitors- economical condition of country - elastic demand

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Price (contd…)

• New product strategies:

• Market skimming ( decrease price increase revenue not in Head & Shoulder)

• Market penetration ( not reduce price from competitors)

• Product line price (different flavors same price)

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Price (contd…)

• Price adjustment strategies • Six strategies

- Cash discount ( give retailer in competition)

- Quantity discount (high quantity)- Functional discount - Seasonal discount (not in H & S)- Allowance (dealers)- Segmented pricing ( not in H & S)- Psychological pricing (not in H& S)

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Price (contd…)

• Graphical pricing strategies

- Uniform delivery pricing (P&G bears

all charges)

- Zone pricing ( same to all)

- International pricing ( different in all

Countries)

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Placement (distribution)

• Levels of distribution channels- four channels

1. Direct marketing channel (direct manufacturing to consumer & G do in different locations)

2. In Direct marketing channel (involve one intermediary B/W manufacturing and consumer)

3. Selective distributive channel (manufacturing to dealer retailer then consumer)

4. Intensive distributive channel (manufacturing to dealer retailer then jobber then to retailer after that consumer)

• Vertical marketing system - P & G bears all transport

advertisment(banner.etc) expenses.

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Integrated marketing communication strategy • The marketing communication mix • Advertisement

- strong campaign on TV and newspapers.• Personal selling

- involve in personal selling in ruler area.• Sales promotions

- provide incentives to dealer for promotion.• Public relations

- have good relation with customers.

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Promotion Mix Strategies • Pull strategy

First create demand through different advertisement and then make the product.

Push strategymake large quantity then advertise.

• Advertisement channelstelevisionradionewspapersmagazines billboards internet websites

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Comparison

• Flavors

- others have many Flavors Such as Panteen and Sunilk.

• Features

- dandruff control +long hair.

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Comparison

• Quality

- same quality as others.

• Price

-same price as competitors.

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Conclusion

• One third population use head & Shoulder.

• Mostly are satisfied

• Quality is not up to the standards.

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Recommendation

• The price should be affordable

• It should be available in different kinds of packing.

• New flavors should be introduced.

• The quality should be improved.

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Recommendation

• Strong awareness campaign should be started that people can understand the feature of the product

• It should not be harmful for eyes.

• Some innovative features should be added.

Thanx