Project Report on Head&Shoulders Shampoo

MiniProject

(2009-11) Bach

Submitted By

Melbin Maria Noble

Under the guidance of Prof. Dr.K.Gopalakrishanan Nair 

DEPARTMENT OF BUSINESS ADMINISTRATION

COLLEGE OF ENGINEERING

TRIVANDRUM

DEPARTMENT OF BUSINESS ADMINISTRATION

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 COLLEGE OF ENGINEERING

TRIVANDRUM

2010

Certificate
Certified that this report of the Mini project titled “BSNL Broadband
Services” is a bonafide record of the work done by Melbin Maria
Noble in this department as part of the MiniProject work to be done
in the second semester of MBA in Dept. of Business Administration,
College of engineering, TVM.
Dr.K.Gopalakrishanan Nair, Prof. S. Sivakumar
Dept. of Business HOD, Dept. of Business

Administration, Administration,

College of engineering, College of Engineering,

TVM. TVM

ACKNOWLEDGEMENT

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 We would like to place on record our deep sense of gratitude to

Prof. S. Sivakumar, HOD, Dept. of Business Administration, College of

engineering, TVM for his invaluable help and guidance to shape this project in
a symmetric way.

We also express our hearty gratitude to Dr.K.Gopalakrishanan Nair, for his

opinion of intelligence, support and guidance which has resulted in the
successful culmination of this project work.

We also express our sincere thanks to the 50 participants of market

survey for providing us with adequate information for the completion of this
project.

Trivandrum, Melbin Maria Noble.

May 14th, 2010.

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 Index
 Hair Care industry 5

 History of Shampoo Industry 7

 The evolving Indian hair care industry 13

 Procter&Gamble 16

 P&G History 21

 Head&Shoulders 26

 Competitors 28

 Market Study of Head&Shoulders 29

 Consumption rate of shampoo by different users 29

 Consumer’s way of knowing about Head&Shoulders 30
 Consumer’s reason for buying Head&Shoulders 31

 Head & Shoulder in different variants 32

 Findings & Recommentations 36

 Conclusion 37

 Questionnaire 38

 References 41

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 Hair Care Industry

The hair care market in India is valued at $700 million. It has registered a growth of
3.8% over the previous year. The hair care market can be segmented into hair oils,
shampoos, hair colorants & conditioners, and hair gels.

Hair colorants & conditioners

According to A C Nielsen (the world's leading marketing information company), hair

colorants, feminine hygiene, and baby care have accelerated growth in personal care
market. Hair colorants are substitutes for hair dye to counter graying hair. Hair
colorants indicate strong growth trends with a YoY (year over year) growth of 8 per
cent.

Gone are the days when hair conditioners and hair colorants were used occasionally
to look beautiful. Today, they have become the way of life. However, hair
conditioners in India still face a difficult market due to long established habit of using
hair oil and ayurvedic treatments, as they are cheaper for consumers and lack the
chemicals of conditioners. The major players in hair colorants category are Godrej,
Garnier, L'Oreal, and Lakme.

Hair oils

The hair oil market is valued at Rs. 13 billions. Hair oiling is a major niche in the hair
care segment. Unlike market abroad, India has a large quantity of consumers whose
hair care expenditure also includes hair oils. The penetration level of hair oil is
around 87%. Around 50% of the population uses hair oil everyday. The growth rate
of hair oils in rural India is faster than the growth rate in urban India. The major
players in hair shampoo category are HLL, Marico, and Dabur India.

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Hair gels

Hair gel market segment is at a primary stage and not many local brands are
available in India. Hair gels/creams are mainly used for hair grooming by men and is
used as a fashion accessory. The market penetration of hair gels/creams is very low,
and is limited to a small section of the urban market.

Shampoos

Shampoo is a hair care product used for the removal of oils, dirt, skin particles,
dandruff, environmental pollutants and other contaminant particles that
gradually build up in hair. The goal is to remove the unwanted build-up without
stripping out so much as to make hair unmanageable. Even though most modern
shampoos include a conditioning component, shampooing is frequently
followed by the use of conditioners which ease combing and styling.

The shampoo market is valued at Rs 10 billions and has the penetration level of only
13% in India. The market is expected to increase due to increased marketing by
players, lower duties, and availability of shampoos in affordable sachets. Sachet
makes up to 40% of the total shampoo sale. The Indian shampoo market is divided
in two parts
 Cosmetic
 Anti-dandruff

This is primarily a middle class product because more than 50% of the population
use toilet soaps to wash hair. The penetration level is only 30% in metros. The
major players are HLL, and Procter & Gamble.

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 History of Shampoo Industry
The word shampoo in English is derived from Hindi chāmpo , and dates to
1762. The Hindi word referred to head massage, usually with some form of hair
oil, Similar words also occur in other North Indian languages. The word and the
service of head massage were introduced to Britain by a Bengali entrepreneur
Sake Dean Mahomed. Dean Mahomed introduced the practice to Basil
Cochrane's vapour baths while working there in London in the early 1800s, and
later, together with his Irish wife, opened "Mahomed's Steam and Vapour Sea
Water Medicated Baths" in Brighton, England. His baths were like Turkish
baths where clients received an Indian treatment of champi (shampooing),
meaning therapeutic massage. He was appointed ‘Shampooing Surgeon’ to both
George IV and William IV.

In the 1860s, the meaning of the word shifted from the sense of massage to that
of applying soap to the hair. Earlier, ordinary soap had been used for washing
hair. However, the dull film soap left on the hair made it uncomfortable,
irritating, and unhealthy looking.

During the early stages of shampoo, English hair stylists boiled shaved soap in
water and added herbs to give the hair shine and fragrance. Kasey Hebert was
the first known maker of shampoo, and the origin is currently attributed to him.
Commercially made shampoo was available from the turn of the century. A
1914 ad for Canthrox Shampoo in American Magazine showed young women at
camp washing their hair with Canthrox in a lake; magazine ads in 1914 by
Rexall featured Harmony Hair Beautifier and Shampoo.

Originally, soap and shampoo were very similar products; both containing
surfactants, a type of detergent. Modern shampoo as it is known today was first
introduced in the 1930s with Drene, the first shampoo with synthetic
surfactants.

Shampoo has only been used with fervor since the 1970s. Before then, either
regular soap was used a few times a month or, just after the early 20th century,
shampoo was used only a few times a year. It was in the 1970s that shampoo
use became prevalent. Ads featuring Farrah Fawcett and Christie Brinkley

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asserted that it was unhealthy not to shampoo several times a week. This
mindset is reinforced by the greasy feeling of the scalp after a day or two of not
shampooing. Using shampoo every day removes sebum, the oil produced by the
scalp. This causes the sebum glands to produce oil at a higher rate, to
compensate for what is lost during shampooing. According to some
dermatologists, a gradual reduction in shampoo use will cause the sebum glands
to produce at a slower rate, resulting in less grease in the scalp.

Many dermatologists and hair stylists recommend reducing shampoo use to

once a month. Baking soda is a recommended substitute for shampoo, as it will
remove any odor that might be present. Water is also a good solvent for any
grime in the hair, and when followed by conditioner can leave the hair without
an unpleasant odor.

Composition
Shampoo is generally made by combining a surfactant, most often sodium
lauryl sulfate and/or sodium laureth sulfate with a co-surfactant, most often
cocamidopropyl betaine in water to form a thick, viscous liquid. Other essential
ingredients include salt (sodium chloride), which is used to adjust the viscosity,
a preservative and fragrance. Other ingredients are generally included in
shampoo formulations to maximize the following qualities:

 Pleasing foam
 Easy rinsing
 Minimal skin/eye irritation
 No damage to hair
 Feels thick and/or creamy
 Pleasant fragrance
 Low toxicity
 Good biodegradability
 Slightly acidic (pH less than 7), since a basic environment weakens the
hair by breaking the disulfide bonds in hair keratin.

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Many shampoos are pearlescent. This effect is achieved by addition of tiny
flakes of suitable materials, eg. glycol distearate, chemically derived from
stearic acid, which may have either animal or vegetable origins. Glycol
distearate is a wax. Many shampoos also include silicone to provide
conditioning benefits.

Commonly used ingredients

 Ammonium chloride
 Ammonium lauryl sulfate
 Glycol
 Sodium laureth sulfate
 Sodium lauryl sulfate

Ingredient and functional claims

In the USA, the Food and Drug Administration (FDA) mandates that shampoo
containers accurately list ingredients. The government further regulates what
shampoo manufacturers can and cannot claim as any associated benefit.
Shampoo producers often use these regulations to challenge marketing claims
made by competitors, helping to enforce these regulations. While the claims
may be substantiated however, the testing methods and details of such claims
are not as straightforward. For example, many products are purported to protect
hair from damage due to ultraviolet radiation. While the ingredient responsible
for this protection does block UV, it is not present in a high enough
concentration to be effective. The North American Hair Research Society has a
program to certify functional claims based on third party testing. Shampoos
made for treating medical conditions such as dandruff are regulated as OTC
drugsin the US marketplace. In other parts of the world such as the EU, there is
a requirement for the anti-dandruff claim to be substantiated, but it is not
considered to be a medical problem.

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Vitamins and amino acids

The effectiveness of vitamins, amino acids and "pro-vitamins" to shampoo is

also largely debatable. Vitamins are substances that are essential for chemical
processes that occur within the body, chiefly inside living cells and in the
bloodstream. They may be able to penetrate the dead layer of the skin and
slightly improve the health of living cells below it, and this could improve the
health of new hair growth. They cannot have the same beneficial effects on dead
tissues like grown hair. However, the physical properties of some vitamins (like
vitamin E oil or panthenol) would have a temporary cosmetic effect on the hair
shaft while not having any bioactivity.

The proteins that make up the strand are chains of amino acids connected in
very specific sequences, and are tightly packed in interlocking arrangements.
Proteins are unable to penetrate the skin or the hair, and even if they stick to the
outside of the hair they will not help strengthen it. Amino acids cannot penetrate
cells through the skin, either; they may be able to enter the dead strands, but
without the complex protein-building machinery of the living cells they will not
actually return damaged hair proteins to their undamaged state.

Specialized shampoos
Dandruff

Cosmetic companies have developed shampoos specifically for those who have
dandruff. These contain fungicides such as ketoconazole, zinc pyrithione and
selenium sulfide which reduce loose dander by killing Malassezia furfur. Coal
tar and salicylate derivatives are often used as well

All-natural

Some companies use "all-natural," "organic," "botanical," or "plant-derived"

ingredients (such as plant extracts or oils), combining these additions with one

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or more typical surfactants. The effectiveness of these organic ingredients is
disputed.

Alternative shampoos, sometimes marketed as SLS-free, claim to have fewer

harsh chemicals - typically none from the sulfate family. They are sometimes
claimed to be gentler on human hair.[

Baby

Shampoo for infants and young children is formulated so that it is less irritating
and usually less prone to produce a stinging or burning sensation if it were to
get into the eyes. For example, Johnson & Johnson's Baby Shampoo advertises
under the premise of "No More Tears". This is accomplished by one or more of
the following formulation strategies:

1. dilution, in case product comes in contact with eyes after running off the
top of the head with minimal further dilution;
2. adjusting pH to that of non-stress tears, approximately 7, which may be
a higher pH than that of shampoos which are pH adjusted for skin or hair
effects, and lower than that of shampoo made of soap;
3. use of surfactants which, alone or in combination, are less irritating than
those used in other shampoos;
4. use of nonionic surfactants of the form of polyethoxylated synthetic
glycolipids and/or polyethoxylated synthetic monoglycerides, which
surfactants counteract the eye sting of other surfactants without
producing the anesthetizing effect of alkyl polyethoxylates or
alkylphenol polyethoxylates.

The distinction in 4 above does not completely surmount controversy over the
use of shampoo ingredients to mitigate eye sting produced by other ingredients,
or of use of the products so formulated.

The considerations in 3 and 4 frequently result in a much greater multiplicity of

surfactants being used in individual baby shampoos than in other shampoos, and
the detergency and/or foaming of such products may be compromised thereby.
The monoanionic sulfonated surfactants and viscosity-increasing or foam

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stabilizing alkanolamides seen so frequently in other shampoos are much less
common in the better baby shampoos.

The evolving Indian hair care industry

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Indians have evolved from the ‘champi’ times, wherein hair oil was considered to be
the only product meant for hair care. Today, there are a plethora of options available
from shampoos and conditioners to hair dyes and post wash products. In this article
we focus on the shampoo segment, which is considered to be one of the fastest
growing segment in the hair care industry.

The India shampoo industry is estimated at Rs 14 bn and is growing at an average

rate of 20% per annum. According to AC Nielsen, shampoo is one of the fastest
growing categories within FMCG sector and is expected to grow at 25% per annum
in the coming years.

Segmentation:

The shampoo industry is segmented on benefit platforms: cosmetic (shine, health

and strength), anti dandruff (AD) and herbal. 20% of the total shampoo market is
accounted by the AD shampoos. The AD segment is the fastest growing segment,
growing at 10% to 12 % every year

Usage:

The frequency of shampoo usage is very low in India. Most consumers use shampoo
only once or twice in a week. In many cases, these products are used on special
occasions such as weddings, parties etc. About 50% of consumers use ordinary
toilet soaps to wash their hair. About 15% of consumers use toilet soaps as well as
shampoo for cleaning their hair. Also 70% of the total shampoo sales are through
sachet sales. HLL has higher stakes in the rural market with an 80% share. The
bottle sales are popular in the northern region where 50% of the shampoo bottles are
sold.

From a penetration level of 13% in 2000, now almost a third of the country's rural
population uses shampoo with penetration levels zooming to 32% in 2005. While the
north and west zones have tripled in penetration, the south and east zones have
doubled during the period between the years 2000 to 2005

After a sober growth in 2004 due to the downturn of the FMCG sector, shampoo
sector saw strong growth in the next two years due to the introduction of sachets and
a surge in rural demand. The overall shampoo market, which sees annual volume
sales of approximately 63,000 tonnes, saw rural offtake grow by 40% last year, while
urban demand grew half that at 21%.

Opportunity:

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Penetration of shampoo is very low in India. The average per-capita consumption of
shampoo in India is very low at approximately 13 ml and many people in rural India
still use toilet soaps. People still perceive shampoo as high end product in the rural
areas. This provides a huge opportunity to the players. The huge size of the
untapped market leads to a great potential for the existing players.

  Percapita consumption (ml)

Thailand 330
Indonesia 160
India 13

India is and will remain for some time one of the youngest countries in the world.
Currently there is a population of 163 m teen in India. Approximately half of the 1 bn
plus population is under the age of 20, which is one of the largest consumer of hair
care products. This provides huge market for the shampoo players. Also, with the
increasing income levels of the middle class population, the usage of shampoos has
increased.

Despite its undisputed potential, the rapid expansion of the shampoo market was
interrupted in 1999. Overall growth rates in the market slowed to 1.7% in 1999, from
16% the previous year. Lack of innovation was the major reason for slowdown. The
perception that shampoos contain harsh chemicals that could damage hair, high
price and the view that the shampoo is more of a glamour product rather than a
hygiene product led to lower sales. The players came out with the idea of smaller
packs, which were a success. Also, products like anti dandruff started getting
attention and became the fastest growing category. Players like Dabur and Ayush
came up with herbal shampoos.

However in recent times, the value-added shampoo segment is getting quite

crowded, with a range of pharmaceutical and cosmetics companies launching
specialised products. Godrej Soaps has leveraged its dominance of the hair colour
market to launch Godrej Colourgloss shampoo, for users with coloured hair, while
pharma companies (including Johnson & Johnson) have launched medicated anti-
dandruff shampoos (which will probably carry higher credibility with buyers).

Going forward, by 2015, the under 20 crowd will make up 55% of all Indians
providing a huge opportunity to players in this sector. Further, there is potential for
converting users of toilet soaps and occasional users. With increasing awareness
and advertising campaigns, the overall penetration of shampoos in India is likely to
multiply manifold in the next two to three years.

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Procter & Gamble

Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500 American

multinational corporation headquartered in Cincinnati, Ohio. that manufactures
a wide range of consumer goods. As of early 2010, P&G is the 4th most
profitable corporation in the world, and the 4th largest corporation in the United
States by market capitalization, surpassed only by Exxon Mobil, Microsoft, and
Walmart. It is 10th in Fortune's Most Admired Companies list (as of 2007).
P&G is credited with many business innovations including brand management
and the soap opera.

According to the Nielsen Company, in 2007 P&G spent more on U.S.

advertising than any other company; the $2.62 billion spent by P&G is almost
twice as much as that spent by General Motors, the next company on the
Nielsen list. P&G was named 2008 Advertiser of the Year by Cannes
International Advertising Festival.

Operations
As of July 1, 2007, the company's operations are categorized into three "Global
Business Units" with each Global Business Unit divided into "Business
Segments" according to the company's March 2009 earnings release.

 Beauty Care
o Beauty segment
o Grooming segment
 Household Care
o Baby Care and Family Care segment
o Fabric Care and Home Care segment
 Health and Well-Being
o Health Care segment
o Snacks, Coffee, and Pet Care segment

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Management and staff
The board of directors of Procter & Gamble currently has thirteen members:
Alan Lafley, Robert A. McDonald, Charles Lee, Ralph Snyderman, M.D.,
Margaret Whitman, James McNerney, Lynn Martin, Johnathan Rodgers,
Ernesto Zedillo, Scott Cook, Rajat Gupta, Patricia A. Woertz, and Kenneth
Chenault.[7]

In October 2008, P&G was named one of "Canada's Top 100 Employers" by
Mediacorp Canada Inc., and was featured in Maclean's newsmagazine. Later
that month, P&G was also named one of Greater Toronto's Top Employers,
which was announced by the Toronto Star newspaper.

The Procter & Gamble Company

Type Public (NYSE: PG)

Industry Consumer goods

Founded 1837

Headquarters Cincinnati, Ohio, U.S.

Area served Worldwide

Bob McDonald
Key people
(President) & (CEO)

Products See List of Procter & Gamble brands

Revenue ▲ US$ 79.03 billion (2009)

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 Operating income ▲ US$ 16.13 billion (2009)

Net income ▲ US$ 13.44 billion (2009)

Total assets ▲ US$ 134.83 billion (2009)

Total equity ▲ US$ 63.099 billion (2009)

Employees 140,000 (2009)

Website PG.com

Procter & Gamble brands

23 of P&G's brands have more than a billion dollars in net annual sales, and
another 18 have sales between $500 million and $1 billion.

Billion dollar brands

 Ariel is a brand of laundry detergent/liquid available in numerous forms

and scents.
 Bounty is a brand of paper towel sold in the United States and Canada.
 Braun is a small-appliances manufacturer specializing in electric shavers,
epilators, hair care appliances and blenders.
 Crest is a brand of toothpaste and teeth whitening products.
 Dawn is a brand of dishwashing detergent.
 Downy/Lenor is a brand of fabric softener.
 Duracell is a brand of batteries and flashlights.
 Fusion is a brand of men's wet shave razors and is the quickest P&G
brand to have reached $1 billion in annual sales.
 Gain is a brand of laundry detergent and fabric softeners.
 Gillette is a brand of safety razor and male grooming products.
 Head & Shoulders is a brand of shampoo and conditioners.
 Old Spice is a brand of aftershave, Deodorants, Soaps and Bodywash.
 Ivory is a soap.
 Nice 'n Easy is a hair colouring product.
 Olay is a brand of women's skin care products.

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  Oral-B is a brand of toothbrush, and oral care products.
 Pampers is a brand of disposable diaper and other baby care products.
 Pantene is a brand of hair care products (conditioners/styling aids).
 Prilosec OTC is a brand of heartburn medicine co-marketed by
AstraZeneca.
 Pringles is a brand of potato chips.
 Puffs is a brand of facial tissue.
 Secret is a brand of antiperspirant and deodorant.
 TAG is a deodorant and body spray.
 Tide is a brand of laundry detergent.
 Vicks is a brand name of over-the-counter medicines (Formula 44, Sinex,
NyQuil/DayQuil)
 Wella is a brand name of hair care products (shampoo, conditioner,
styling, and hair color).
 Whisper is a brand of pantyliners sold primarily in Asian markets.

Most of these brands, including Bounty, Crest, Pringles, Puffs, and Tide, are
global products available in several continents. Procter & Gamble products are
available in North America, Latin America, Europe, the Middle East, Africa,
and Asia.

Manufacturing operations are based in the following regions:

 United States  Europe

 Canada  China (31 wholly-owned factories) and other
 Mexico parts of Asia
 Latin America  Africa
 Australia

Productions
Procter & Gamble produced and sponsored the first radio soap operas in the
1930s (Procter & Gamble's being known for detergents (soaps) was probably
the genesis of the term "soap opera"). When the medium switched to television
in the 1950s and 1960s, most of the new serials were sponsored and produced
by the company. The serial The Young and the Restless is currently broadcast on
CBS and is still partially sponsored by Procter & Gamble. If As the World

18
Turns is not picked up by another network, The Young and the Restless, will be
the only soap left that is partially sponsored by Procter & Gamble.

These past serials were produced by Procter & Gamble:

 Another World  Guiding Light (TeleNext Media-produced

 As the World Turns in its last 2 years)
 The Brighter Day  Lovers and Friends / For Richer, for Poorer
 The Catlins  Our Private World
 The Edge of Night  Search for Tomorrow
 The First Hundred Years  Somerset
 From These Roots  Texas
 Young Doctor Malone

Procter & Gamble also was the first company to produce and sponsor a prime-
time show, a 1965 spinoff of the daytime soap opera As the World Turns called
Our Private World. PGP also produced Shirley, a prime-time NBC series
starring Shirley Jones, in 1979; it lasted thirteen episodes. They also produced
TBS' first original comedy series, Down to Earth, which ran from 1984 to 1987
(110 episodes were produced). They also distributed the syndicated comedy
series Throb. Procter & Gamble Productions originally co-produced Dawson's
Creek with Sony Pictures Television but withdrew before the series premiere
due to early press reviews. It also produced the 1991 TV movie A Triumph of
the Heart: The Ricky Bell Story, which was co-produced by The Landsburg
Company. It also produces the People's Choice Awards.

In addition to self-produced items, Procter & Gamble also supports many

Spanish-language novellas through advertising on networks such as Univision,
Telemundo, Telefutura, and Azteca America. Procter & Gamble was the one of
the first mainstream advertisers on Spanish-language TV during the mid-1980s.
2008, P&G expanded into music sponsorship when it joined Island Def Jam to
create Tag Records, named after a body spray that P&G acquired from Gillette.
In April 2010, PGP announced they were officially phasing out of the soap
industry, and expanding into more family appropriate programming.

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Other products
In December 2005 the Pharmaceutical division of P&G was involved in a
dispute over research involving its osteoporosis drug Actonel. The case was
discussed in the mediaand more recently on a blogof one of the researchers
involved.

In October 2007, a class action lawsuit was filed in the State of Georgia alleging
that many users of Crest Pro-Health mouthwash suffered stained teeth and loss
of their sense of taste as a result. Procter & Gamble contends that these side
effects occur in only three percent of users. The suit seeks to include disclosure
warning users of these side effects on product packaging.

In May 2010, the Consumer Product Safety Commission began investigating

diapers made by P&G's Pampers brand, following claims by parents that the
new diapers had caused chemical burns to babies and children who had worn
them. P&G denied the allegations, blaming the "rumors" on parents who were
upset over a change in product.

P&G History
In 1993, Procter & Gamble Home Products is incorporated as a 100% subsidiary of
The Procter & Gamble Company, USA. Procter & Gamble Home Products launches
Ariel Super Soaker.

In 1993, Procter & Gamble India divests the Detergents business to Procter &
Gamble Home Products.

In 1995, Procter & Gamble Home Products enters the Haircare Category with the
launch of Pantene Pro-V.

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In 1997 Procter & Gamble Home Products launches Head & Shoulders shampoo.

In 2000, Procter & Gamble Home Products introduced Tide Detergent Powder - the
largest selling detergent in the world.

In June 2000, Procter & Gamble Home Products Limited launched Pantene Lively
Clean its unique Pro-Vitamin formula cleans oil-build up, dirt and grime in just one
wash, delivering lively, free-flowing and sparkling-clean hair.

In August 2000, Procter & Gamble Home Products Limited launched New Ariel
Power Compact detergent with a new global technology that breathes new life into
clothes, by removing dinginess from them and restoring the original colors of the
fabric, by detecting and removing deposits which are left behind from successive
washes.

In November 2000, Procter & Gamble Home Products Limited presented India in the
first International Hair Styling and Beauty Expert Contest- Hair Asia Pacific 2000 in
collaboration with Sri Lankan Association of Hairdressers and Beautician.

During this period, Procter & Gamble Home Products also re-launched the
international range of Head & Shoulders, best-ever Anti-dandruff shampoo with an
improved formula, new pack-design and logo, in three variants - Clean & Balanced,
Smooth & Silky and Refreshing Menthol, which offers the fine combination of anti-
dandruff efficacy and hair conditioning.

In January 2001, Procter & Gamble Home Products Limited and Whirlpool India Ltd.
launched a special 'Ariel - Whirlpool Superwash' offer, making washing machines
more affordable to the people of Hyderabad. On purchase of either a 500gms, 1kg or
1.5kg economy pack of New Ariel Power Compact, consumers are automatically
eligible to buy a Whirlpool Washing Machine for as low as Rs.238/- in Equal Monthly
Installments for 24 months, by filling in the application form that comes with the Ariel

21
pack and contacting any one of the Whirlpool dealers mentioned on the pack.

In June 2001, Procter & Gamble in partnership with the Association of Beauty
Therapy & Cosmetology (ABTC), India hosted the Pantene Artist 2001 a national
stylist competition, which included categories such as Bridal Dressing, Hair Cutting
and Body Painting. Present at the event was world-renowned hairdresser and stylist
Jun L. Encarnecion, who demonstrated the hottest international haircuts and styles
in vogue via an interesting hairhsow. Mr. Encarnecion has trained students in leading
hairdressing schools like Robert Fielding School of Hair Dressing (U.K), Pierre
Alexander International Academy (U.K), Vidal Sassoon Academy, (U.S.A) among
others and also enjoys the reputation of being the official hairdresser for the 1993
Miss Universe pageant.

In July 2001, Procter & Gamble Home Products Limited launched New Ariel Total
Compact with Magicare a New System of Washing that completely removes stains
without scrubbing, significantly reducing time spent on washing clothes.

In September 2001, Procter & Gamble Home Products launched New Pantene Pro-
V range of five shampoos in India which gave consumers the look they want Smooth
& Silky for straighter hair, Volume & Fullness for thicker hair, Balanced Clean for
shinier hair, Lively Clean for livelier hair and Anti-Dandruff for dandruff-free hair.

In December 2001, Procter & Gamble in partnership with the Southern India Beauty
Specialists & Hairdressers Association (SIBHA) hosted the Pantene-SIBHA Look N
Learn Seminar where Raman Bhardwaj hairdresser to former Miss India, Celina
Jaitley demonstrated the Latest and Trendiest Hair Cuts (Modern & Classic) to
beauticians and hairdressers in Chennai.

In April 2002, Procter & Gamble Home Products Limited announced the launch of a
special Ariel Bar Refund Offer along with its new Advanced Ariel Compact. Under
the Ariel Bar Refund Offer, consumers could exchange their detergent bar on
purchase of Advanced Ariel Compacts 1kg and 500gms packs, and avail of a Rs.15

22
and Rs.7 discount respectively on MRP.

Additionally, Procter & Gamble Home Products announced the Beat The Summer
Dandruff offer on which 200ml Head & Shoulders bottle was available for Rs.99/-
only, thus giving a benefit of a Rs.23/- discount to consumers.

In August 2002, Pantene unveiled the launch of the Shine Morning to Night
campaign that helps consumers get long lasting hair shine with regular use of
Pantene. The Shine Morning to Night campaign had two exciting components to it
The MTV Shine Your Soul contest where one could win diamonds worth Rs.12.5
lacs and the launch of the Pantene Shine Booths across the country to help achieve
the shine that lasts from morning to night.

During the same period, Pantene also hosted Hair Asia Pacific 2002 the biggest Hair
Cutting & Styling event in Kuala Lumpur, Malaysia. Pantene Hair Asia Pacific is a
prestigious international hair cutting & styling contest attracting expert hairdressers
and beauty care advisors from more than 13 Asia Pacific countries.

Additionally, Pantene also hosted Pantene World Teen Queen contest in Goa.
Contestants from UK, USA, South Africa, Kenya, Tanzania, Mauritius, Middle East
and Hong Kong participated to win the coveted World Teen Queen crown.

In November 2002, Procter & Gamble Home Products Limited launched Head &
Shoulders Naturally Clean, a new variant in its Head & Shoulders range of
Shampoos especially for Tamil Nadu, Kerala, Andhra Pradesh, Karnataka and West
Bengal. Its Smart ZPT combined with Natural Citrus (lemon) extracts removes 100%
dandruff and rinses oil and stickiness from the scalp, giving light, loose, free flowing
hair.

In January 2003, Procter & Gamble Home Products Limited reduced the prices of
Pantene and Head & Shoulders 7.5ml sachets from Rs. 4/- to Rs. 3/-, with no
change in its superior product-quality or packaging, improving affordability to a large

23
number of Indian consumers.

Procter & Gamble Home Products Limited also announced the launch of its Tide
Super Whiteness Gold Dhamaka at the Tide Junction in Giant Hypermarket,
Hyderabad. The Tide Super Whiteness Gold Dhamaka gave consumers a chance to
get their clothes super-white and Win an Exquisite Handcrafted Pure Gold Jewellery
Set worth Rs.25,000 and other prizes from Estelle Jewellery.

In June 2003, Procter & Gamble Home Products Limited launched Pampers - world’s
number one selling diaper brand with sales of US$ 6 billion annually. Pampers
provides superior dryness for uninterrupted overnight sleep, with just one pampers
diaper. In India, Pampers Fresh & Dry is available in a variety of three sizes – 4s,
10s and 25s.

In July 2003, Procter & Gamble Home Products Limited launched Pantene Long
Black, the ultimate solution for achieving the Long and Black hair look, and Head &
Shoulders Silky Black - the only shampoo in India to offer the dual benefits of 100%
dandruff-free as well as silky black hair.

In September 2003, Procter & Gamble Home Products Limited announced that its
superior quality Tide sachet is now available at Re. 1 per sachet and its Ariel sachet
at Rs. 2 per sachet, thus making the world’s best detergents available at lower
prices.

In January 2004, Procter & Gamble Home Products Limited announced the launch of
Rejoice – Asia’s No. 1 shampoo, in India. Rejoice’s patented Micro-Silicone
conditioning technology gives twice as smooth, and easy to comb hair versus
ordinary shampoos, at affordable prices in 100 ml bottles and 7.5 ml sachets.

In March 2004, Procter & Gamble Home Products Limited reduced the prices of Ariel
and Tide bags (large packs) by 20-50%, while maintaining the superior quality. The
superior quality one kg pack of Tide now cleans a family’s one month laundry in just

24
Rs.23/-, while a one kg pack of Ariel cleans a family’s one month laundry in just
Rs.50/-.

In April 2004, Procter & Gamble Home Products Limited announced the launch of
Pantene Hair Fall Control, which is designed to free women of their hair fall concerns
by reducing hair fall due to breakage by up to 50% within just two months, thus
giving them stronger, thicker looking and beautiful hair. The prices of Pantene 100ml
and 200ml bottles were reduced by 16%, offering superior value to consumers.

In August 2004, Procter & Gamble Home Products Limited signed Preity Zinta –
Bollywood's #1 Actress, as Brand Ambassador for its Head & Shoulders anti-
dandruff shampoo that gives 100% dandruff-free soft beautiful hair.

In October 2004, Procter & Gamble Home Products Limited launched New Pantene
Amino Pro-V Complex shampoos, which makes hair ten times stronger.

In November 2004, Procter & Gamble Home Products Limited launched New Tide
Bar. The New Tide Bar is unique as compared to the available detergent bars
because of its three unique features: (i) It has green speckles called Whiteons, which
release a unique whitening action on reacting with sunlight; (ii) Its technology also
ensures that it lasts longer, does not dissolve easily and delivers a good balance
between bar-hardness and ease of application on clothes and; (iii) It has a lemony &
refreshing fragrance that lingers on clothes hours after wash.

25
Head & Shoulders
Head & Shoulders is the world’s No. 1 Anti-dandruff shampoo and now has become
a part of Indian homes as well. This best-ever anti-dandruff shampoo has an
improved formula, which offers the fine combination of anti-dandruff efficacy and hair
conditioning. What makes the new Head & Shoulders its best so far is its break-
through formula which covers the scalp more effectively to remove even the tiniest
flake of dandruff, while the new conditioning property keeps hair looking beautiful.

Since 1950, head & shoulders has been at the forefront of scalp and hair science,
significantly advancing the treatment of dandruff and scalp problems. Along with
professional advice and expert insight we have a wide range of products to care for
your scalp and nurture your hair.

Clinically proven, new Head & Shoulders not only washes dandruff flakes but also
helps eliminate P.Ovale; a microscopic fungus associated with the cause of dandruff
and stops the flakes before they even start again.

Head & Shoulders now comes in a new pack-design and logo in six variants:

 Head & Shoulders Smooth & Silky: Makes hair smoother and silkier
 Head & Shoulders Refreshing Menthol: Removes scalp itch and provides cool
sensation
 Head & Shoulders Clean and Balanced: Provides the right balance of
cleaning and conditioning
 Head & Shoulders Silky Black: Formula with Black Sesame and Walnut
Extract nourishes your hair and scalp from within to make black hair look silky.
 Head & Shoulders Naturally Clean: For cleaning up oil, dirt and grime on the
scalp. H&S Naturally Clean transforms unhealthy, sticky hair into healthy,
dandruff free and naturally clean hair. Currently sold only in South and East
India.
 Head & Shoulders Nourishing Aloe Vera (Launched By Preity Zinta) for
Dandruff-Free, Beautifully Growing Hair

26
Head & Shoulders is available in three different pack sizes - 200 ml, 100 ml and 7.5
ml sachets.

Head&Shoulders-Brief Idea

Type Anti-dandruff shampoo

Current owner Procter & Gamble

Country of origin United States

Introduced 1961

Markets Worldwide

Website HeadandShoulders.com

Competitors

27
HLL is the undisputed leader from the early 1990s with brands like Sunsilk, Clinic All
Clear and Clinic Plus. P & G entered India only in Nov 1995, with the world’s largest
selling brand – Pantene. Amongst other players are Dabur, CavinKare and Ayur.

Others
18%

Dabur
5%
HLL
44%

CavinKare
11%

HLL

P&G

CavinKare

P&G Dabur
22%
Others

Market Study Of Head&Shoulders

28
Consumption rate of shampoo by different users

Twice in a week
20
20

18

16
Weekly
14
14

12

10
Monthly
8
8
Daily
6
6

0
Daily Twice in a week Weekly Monthly

Consumer’s way of knowing about Head&Shoulders

29
 Others; 9%
News paper; 4%

Word of mouth; 17%

News paper

TV

TV; 70%
Word of mouth

Others

Consumer’s reason for buying Head&Shoulders

30
 Others
6%
Fragrance
6%

Value for money

29%

Quality
59%

Quality

Value for money

Fragrance

Others

Head&Shoulders in different variants.

31
1.Classic clean

 Leaves your hair clean, manageable and dandruff-free*

 HydraZinc formula removes dandruff and cares for your scalp

The original head & shoulders anti-dandruff shampoo and conditioner. Mild
enough to use every day, it will thoroughly cleanse your hair and care for
your scalp. You’ll be left with up to 100% flake free hair* that feels soft and
fresh, light and easy to manage.

2.citrus breeze
 Leaves oily hair light, soft and dandruff free*
 Blended with citrus essence

Infused with a blend of citrus essences, this shampoo cleans deeply and
thoroughly.  Especially good for oily hair, they leave it feeling light, fresh, up
to 100% flake free hair*.

3.hair endurance

Excess build up on your scalp can actually leave your hair looking thin. New
head & shoulders Hair Endurance has a hydrazinc formula designed to
remove build up and help restore your scalp to health. Leaving you 100%
flake free* hair that's fuller and thicker looking guaranteed.**

4.smooth and silky

 Soften and smoothes frizzy hair as it makes it dandruff free*

32
  Added moisturizers help replenish moisture balance from the inside
out

Our Smooth & Silky shampoo, with conditioner, and 2-in-1 act as moisture-
rich pick-me-ups. The rich, indulgent shampoo leaves hair silky smooth,
and up to 100% free from dandruff. Meanwhile, the conditioner helps to
lock-in moisture while decreasing frizz and split ends.

5.intensive treatment
 Formulated to help rid you of persistent, severe dandruff
 Helps prevent itching and redness

Who said severe dandruff has to be a problem? head & shoulders Intensive
Treatment starts fighting dandruff from the first wash and helps prevent
against associated itching and redness. With daily usage, persistent, severe
dandruff can be a thing of the past.

6.ocean lift
 Breathes life back into tired, listless hair as it leaves your scalp
dandruff free*
 Formula with a sea mineral essence gives an invigorating clean

Rejuvenate, reinvigorate and restore tired, limp hair with our Ocean Lift
shampoo, conditioner and 2-in-1 –with a sea mineral essence. The shampoo
cleanses while the conditioner cares for the hair. The result is soft, supple
hair and a scalp free from flakes* and relieved itchiness.

33
7. Refresh
 An intensely refreshing, invigorating clean and dandruff free* hair
 Contains natural menthol for a cooling sensation

A fresh and lively shampoo and 2-in-1 in our range. They act like an
invigorating wake-up thanks to the addition of natural menthol. It will
stimulate your senses.

8. restoring shine
 Gives a beautiful, natural, dandruff free* shine
 Formula with natural plant extracts gently purifies the scalp and hair

head & shoulders Restoring Shine shampoo, conditioner and 2-in-1

formulas with natural plant extracts which gently purify the scalp and hair. In
addition to a healthy  scalp you’ll be left with naturally shiny hair that‘s
wonderfully clean and flake free*. 

9. sensitive care
 Hypoallergenic formula for sensitive scalps while it makes you
dandruff free*
 Formula soothes itchy scalps

Gently does it with our Sensitive Care shampoo and 2-in-1. They’re
dermatologically tested and feature a hypoallergenic dye-free formula that’s
particularly kind to sensitive scalps. They’ll soothe your head and leave your
hair beautifully soft, shiny and flake-free*.

34
10. dry scalp care
 Relieves dry scalp and itch
 Formula with moisturizers leaves your scalp soothed and your hair
moisturized

Our soothing shampoo, conditioner and 2-in-1 with moisturizers will ease
an itchy scalp, keep flakes out, and leave hair with 50% less frizz. You’ll be
100% dandruff free* with hair that’s deeply cleansed and beautifully soft.

11. extra volume

 Volumizing shampoo for fine hair that’s also dandruff free*
 Lightweight formula increases natural volume

For hair that means business – big business – try our volumizing shampoo.
As well as making you 100% dandruff free*, they’ll give fine and limp hair a
volume boost. Yet they’re also designed to keep hair manageable, easy to
control and free from flakes*.

Findings & Recommendations

35
1. Head&Shoulder is still perceived as a masculine brand and
all rhe advertising strategies have still to change that
perception. Although they have to change the packaging and
the advertisements to fall in line with the family centric
approach but still more has to be done. The sales
promotions done are more on the value concept but have
neglected the perception of the consumers. A new promotional
scheme could be launched which would give freebies to the
family such as vacations for the family by a scratch card or
lottery scheme.

2. The advertisements in the past have always tried to build a

macho image by featuring male icons like Shahid Kapoor. To
change this perception to cater to the family as a whole the
brand ambassadors have to be changed. The Company ca hire
some celebrity couple or a celebrity family like the Bachan
family to endorse the brand.

3. Distribution network is still urban in approach and the rural

market still holds much potential. The distribution network can
have better rural penetration. By this approach the company
can involve the rural population in the distribution network
and also be cost effective.

Conclusions
Head&Shoulders as a brand is perceived to be a masculine
brand and target customers are people in the young age

36
groups(15-35yrs). People perceives Head&Shoulders to be
fairly priced , that is, it provides value for money. The major
attributes due to which customers prefer Head&Shoulders
over it competitors are freshness, value for money, fragrance,
and skin care. All the variants of Head&Shoulders are readily
available at almost every grocery shop. So the place of purchase
is scattered over small grocery shops to big malls. The
purchasing decision is influenced by TV advertisement, word
of mouth publicity and some other promotions tricks. The
purchasing habits of the customers involve purchases for the
whole month together. Though the advertisements
(promotions) are very effective vis-à-vis other competitors but
the sales growth is a result of repeat purchases as well as brand
loyalty.

QUESTIONNAIRE

37
Nsame:

1.What is your occupation?

a) student b) government servant

c) private employee d) businessman

2. Your age group?

a) below 20 b)21-30

c)30-40 d) above 40

3. Sex

a) male b) female

4. Are you a shampoo user?

a)yes b)no

5. Frequency of usage?

a) daily b) twice in a week

c) weekly d) monthly

6. Which is your favourite brand?

a) head & shoulder b) clinic all clear

c) dove d) others

7. How long you have been using it?

a) less than one month b) less than six month

c) less than one year d) more than one year

8. If head&shoulder is your brand reason for using it?

a) quality b) value for money

38
 c) fragrance d) others

9. How did you come to know about it?

a) news paper ad. b) TV ad.

c) word of mouth d) others

10. What do you look for as a consumer?

a) quality of the product b) value for money

c) fragrance d) others

11. Are you satisfied with the product?

a) yes b) no

12. Do you need it in any other fragrance?

a) yes b) no

13. Have you noticed any side effects?

a) yes b) no

14. Do you think that brand endorsement by celebrities is really

helpful

To attract you for buying ?

a) yes b) no

15. Do you feel that head&shoulders have the value for money?

a) yes b)no

16. if you get any other product for same price, will you prefer to
buy it?

a) yes b) no

17. How often do you switch between brands?

39
 a) once in a week b) once in a month

c)once in a year d) regular user.

18. Do you think any other brand is better than head&shoulders?

a) yes b) no

19. If yes, specify the brand.

20. Any other suggestions..

40
References
www.pg.com

www.head&shoulders.com

www.wikipedia.com

www.economictimes.com

www.naukrihub.com

Questionnaire

41