Summary

 Head and Shoulder (H&S) always had an “anti-dandruff” positioning and the manner in
which it was executed endeared the brand to the consumers, to the extent that the brand
became one of the leading brands within a short period of time
 (H&S) then faced a situation that many successful brands often face after they become
successful: the brand was unable to grow in terms of its share of the market beyond a point
 (H&S) and Clear both are priced as Premium
 The two main competitors of Head and Shoulders were Clinic Plus and Clear, both brands
by Hindustan Unilever
 Head and Shoulders has always maintained a dual positioning.

1 - Hair Health and Beauty/Cosmetic Benefit

2. - Scalp Health and Anti-Dandruff Benefit
Clear positioned as 2 - Scalp Health and Anti-Dandruff Benefit
Clinic Plus positioned as 1- Hair Health and Beauty/Cosmetic Benefit

 H & S and Clear serves both men and women whereas Clinic Plus only serves women
 Price–Benefit Relationship

In-terms of Price:

Clinic Plus has been plotted the lowest followed by Head and Shoulders, and then by Clear

In-terms of Benefit:

Clear focuses on only solving the dandruff problem

H & S serves Dual Benefit

Clear only cosmetic benefit