CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDY

In India, shampoos became a lifestyle product in urban homes from the 1960s. Despite
steady growth, the market penetration of shampoo remained very badly low. Factors such as
misconceptions among India's that shampoos have harsh chemicals which damage hair in the
long run, and high excise duty in the earlier years, contributed to this. Aggressive marketing and
decrease in excise duty (from 120 percent in 1993 to 16 percent in 2002) contributed to the rapid
growth of the market. Between 1994 and 1998, the shampoo market expanded by two- and-a half
time. As of January 2001, the shampoo market in India was worth Rs 85 million according to
ORG MARG, market penetration in urban and rural areas was just 36 percent and 12 percent
respectively. HLL with value share of 68 percent dominated the market with brands like sunsilk,
Clinic Plus and Clinic All Clear. It was followed by P&G (with brands like Pantene and Head &
Shoulders) and Cavin Care Ltd. (With brands like Chik and Nyle). The benefit platform in this
market are beauty (Sunsilk), health (Clinic plus, Pantene, etc) anti dandruff (Head & Shoulders,
Clinic All Clear etc.) and the herbal/natural shampoo emerged as a significant niche in the late
1990 with the success of Nyle and Dabur India Ltd. Cavin care with its brand Chik was a major
Price player in the shampoo market .It was also the first to come up with low consumption units
of Chik in sachets which increased market penetration of shampoos. Later all the other
companies followed suit.

Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble.
Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G, this brand
made its debut in India in 1997.

In the highly competitive Indian shampoo market which is estimated to be worth around
Rs 1800 crore, Head & Shoulders is a major player in the Anti-Dandruff niche.
The entire shampoo market was dominated by HLL with a whopping market share of around
46%.When the brand was launched in India, the anti dandruff market was in its nascent stage and
dominated by Clinic All Clear.
 The high profile launch of Head & Shoulders fueled the growth of this specialty market.
Now anti-dandruff segment constitutes around 15% of the total shampoo market.

TARGET AUDIENCE
Aim advertising toward men age 18 to 44 to keep the Head & Shoulders brand strong
through its core market. This market is interested in sports (both indoor and outdoor),
fitness/health, traveling and news. Also, target advertising to both men and women between ages
18 to 44 who do the majority of shopping for health and beauty products to keep the Head &
Shoulders brand at the top of the shampoo market.

STRATEGY
Utilize a national campaign with a mix of several different media to maximize the
message in the different markets. Since Head & Shoulders is a high use, low involvement,
nationally known shampoo and dandruff brand from Procter & Gamble, it is appropriate and
easy to do a national advertising campaign. The H&S brand is well known across the nation and
the budget of $40 million is well suited for this type of campaign.

MARKETING MIX STRATEGY FOR HEAD & SHOULDER:

Head & Shoulder has already spread in all major towns and cities across India, almost
2400 distributors reaching out to 5.8 lakh retailers in all over the country. Head & Shoulder is
being promoting through Campaign and TV advertisement. It is found in every Grocery Shops,
Medical Shops as well as Stationary Shops Different packets of Head and Shoulders are priced
differently. At the time of launching it used price-quality inference strategy. Currently it is using
reference pricing as well as value pricing. Hair Saloons TV advertisement Sports events Road
show Community & Blogs Different Sales Promotions Schemes Magazines

SEGMENTATION
Procter & Gamble did not limit themselves to a single segment analysis variable, but
selected to apply a multi-marketing strategy.
REACH/FREQUENCY

Utilize and equal mix of media reach and frequency to obtain optimum exposure to the
target audience with a frequency of around 3 and to obtain a reach of 65-70%+.

Rationale

Part I: Marketing Factors That Affect Frequency

Established brand? (Yes, it has been in the market since 1961.) -.2

High market share? (Yes, it is high nationally) -.2

Dominant brand?
(Yes, in in store face check product is very dominant and is first brnad that
comes to mind.) -.2

High brand loyalty?

(Moderate, consumers may switch if they feel it isn’t working.) -.1

Long purchase cycle?

(No, shampoo is high use and purchased somewhat frequently.) +.15

Product used occasionally?

(No, product is used daily.) +.2

Need to beat competition?

(Yes, competition is heavy from brands such as Selson Blue.) +.2

Advertising to older consumers/children? (No.)

Part II: Copy Factors That Affect Frequency

Simple copy?
(Yes, message is moderately simple.) -.1

Copy more unique than the competition?

(Copy is similar to competition.) +.1

Continuing campaign?
(Yes, campaing has been continuous for several years.) +.15
Product sell copy?
(Yes, product features main selling point.) -.2

Single kind of message?

(Yes, high continuity same message.) -.2

To avoid wear out: new messages?

(Moderate, recently introduced new line.) +.1

Larger ad units?
(Medium ad units with 15 second and 1/5 page ads.) -.1

Part III: Media Factors That affect Frequency

Lower ad clutter?
(Chosen media have much clutter.) +.2

Compatible editorial?
(N/A.) 0

Attentiveness high?
(No, media is often in background.) +.2

Continuous advertising?
(Yes, campaign is continuous.) +.2

Few media used?

(No, several different media types used.) +.2

Opportunities for media repetition?

(Yes, media repetition is high.) -.2

Total .2
Benchmark 3.0
Frequency 3.2
1.2 STATEMENT OF THE PROBLEM
Cleaning product play an essential role in our daily lives. By safely and effectively
removing soils, germs and other contaminants, they help us to stay healthy care for our homes
and possessions and make our surroundings more pleasant. Soaps and Detergent plays an
important role in FMGC sector. The overall soap penetration in Indian household is
98%.Compare to other sectors investors prefer to make their investment in this sector only.
However there is high growth tendency for FMCG sector it faces some difficulties in achieving
their destination. Hence the purpose of this study is to identify the force that influence on
consumer shopping pattern particularly in Namakkal DISTRICT. Soaps and detergents are used
by each one in their day today life, that’s why the reason behind to select the particular product
for the study.
1.3 OBJECTIVE OF THE STUDY

The main aim of any business organization is to maximization of return for the
stakeholders. However, achieving the organization’s long-term ultimate objective (e.g., profits)
will obviously depend on the degree to which its organizational performance is reached
organizational performance is usually indicated by index such as:

Effectiveness: if the organization meets its business objectives

Efficiency: if the organization uses the minimum possible resources to meet its Objectives

Development: if the organization is developing in its capacity to meet future opportunities and
challenges.

Satisfaction: of all participants; stakeholders, employees, and customers

Innovation: for products and processes

Quality: percentage of products of high quality

1. To study the current Namakkal market for Shampoos.

2. To analyze the relationship between a specific brand and its buying behavior.
3. To assess factors influencing the buying behavior of the consumers.
1.4 LIMITATIONS
The first and foremost limitation was time constraint, but still efforts have been made to
put the picture as clear and can did as possible. The study was limited to 50 respondents, so it
may not stand for universal opinion. Respondent's business.
1.5 SCOPE OF THE STUDY
The scope of the study covers almost all categories of Shampoos. The whole appraisal of
Shampoos has been done.
 From the angle of customer satisfaction. Any substitutes of Shampoos like washing soaps
or natural products have not been Considered. Also Shampoos locally made by the
unorganized sector and which are not branded have not been considered.
1.6 RESEARCH METHODOLOGY
Keeping in view the Shampoo Market in INDIA which is very crowded and becoming
competitive day by day, we decided to study the current scenario of the market.

Data Collection
The following techniques were adopted for data collection:
1. Primary Data
Primary data was collected through face to face interviews while filling up
questionnaires. (100 Respondents)
2. Secondary Data
Relevant information was gathered from magazines, newspapers and project reports that
formed the secondary data.
3. Communication Approach
Face to face interviews was taken as the communication approach since it is a better
method in cases where slight probing is required.
4. Questionnaire design
The questionnaire used was a printed, well structured formalized schedule to obtain and
record specified and relevant information with fair accuracy and completeness.

The questioning process was face to face interviews and the questionnaire was designed
in such a way that it could be understood and answered easily by the respondents. The
questionnaire contained both close and open ended questions.
Universe
The main emphasis of the study was the Namakkal city. The city is a home to various
kinds of people hailing from different backgrounds, upbringings and religions. The city has its
share of individuals belonging to different social economic classes.

Data collection
The data collection would be:
PRIMARY DATA: Questionnaire
SECONDARY DATA: Journals, Internet, newspaper etc.
Sample design
Online customers of SALEM city are included under this research and tell their satisfaction
level.

Data source
Both Primary and Secondary source of data would be used .The major type of information is
used from primary data.
Statistical tools used
1. Simple Percentage Analysis
2. Chi –Square test.3.

1. Simple Percentage Analysis

The percentage method is used for comparing certain feature. The collected data
represented in the form of tables and graphs in order to give effective visualization of
comparison made.
Sample Percentage = Actual population / Sample size X 100

2. Chi – Square Analysis test

It is useful to determine the sign can’t relationship between the two variables
The formula is used for chi-square test.
chi-square = (o-e)2/e
where, -> Observed frequencye
e -> Expected frequency
Expected frequency is calculated as follows

Degree of freedom =(r-1) X(c-1)

Where,
R-Number of rows
C -Number of columns.
 CHAPTER II
LITRATURE REVIEW

2012 Head & Shoulders and Mane Man Joe Mauer Clean Up MLB Cave Dwellers at
NYC Fan Cave Head & Shoulders visited the MLB Fan Cave, a one-of-a-kind immersive
baseball experience in New York City, with brand ambassador Joe Mauer to help clean up this
year’s Cave Dwellers with new Active Sport shampoo to get their confidence up and head in the
competition. According to a recent study conducted by the brand, 64% of athletes agree that
―when they look good, they play good.‖ The same can be said for these cave dwellers, who will
compete throughout the 2012 MLB season to be the

Head & Shoulders Cleans Up 4-Time MLB All-Star Joe Mauer and His Minnesota Twins
Teammates Head & Shoulders visited Spring Training to clean up brand ambassador and All-
Star catcher, Joe Mauer, and the Minnesota Twins by giving them inaugural haircuts and hair
washes using the Head & Shoulders For Men line-up, including new Active Sport shampoo. As
the official shampoo of Major League Baseball, Head & Shoulders is proud to give athletes and
fans alike the tools needed to ensure healthy scalps and great looking hair for added confidence
and performance.
 

Michael Phelps Joins Head & Shoulders Ultimate Lineup Of Mane Men

Fourteen time Gold Medalist Michael Phelps is taking on a challenge of Olympic

proportions. The Olympic swimming stunner launched the global Head & Shoulders
Wash In Confidence campaign in an effort to spread confidence worldwide by raising
money for children’s charities. As part of the campaign launch, Phelps shared his pre-
match rituals and how his family, friends and fans give him the confidence needed to
perform his best.

2011

o Head & Shoulders launches Alyson Hannigan as new female spokesperson.

o Head & Shoulders becomes the official shampoo of the MLB (Major League
Baseball)
o And announces their partnership with Joe Mauer of the Minnesota Twins.

2010

 Hair Endurance for Men introduced

o Designed for men concerned about thinning hair
o Cleans to restore fullness to thinning hair
o Leaves hair visibly flake free
o Available in shampoo and 2in1
o Unique cobalt fragrance (crisp, refreshing)
o Claim: ―Thicker looking hair in one week‖
  Head & Shoulders introduces Itchy Scalp Care with Eucalyptus
o Available in shampoo, conditioner and 2in1
o Provides relief from itch and long lasting protection when used regularly
 Head & Shoulders introduces Sensitive Scalp Care with Aloe Vera
o Available in Shampoo and 2in1
o Provides relief from itch and long lasting protection when used regularly
 Head & Shoulders introduced Dry Scalp Care with Almond Oil
o Available in Shampoo, conditioner and 2in1
 US Intensive Treatment is renamed to Clinical Strength.

2009

 Two new products are introduced: Ocean Lift Conditioner and Restoring Shine
Conditioner to match Ocean Lift and Restoring Shine Shampoos
o Get additional dandruff protection with excellent conditioning benefits
o Contains active ingredient .5%Pyrithione Zinc

2008

 Head & Shoulders reveals their partnership with Pittsburgh Steelers Troy Polamalu
o Head & Shoulders becomes the official shampoo of the NFL (National Football
League)

2007

 Restoring Shine Shampoo and 2-in-1 introduced

o New H&S version that contains natural plant extracts that gently cleans hair and
scalp to provide natural shine
o HydraZinc formula
 Head & Shoulders reinvents their look
o Sleeker curved bottles with brighter graphics
 Smooth & Silky Conditioner launches to match the Smooth & Silky Shampoo
o Offers additional dandruff protection with excellent conditioning benefits
  Fragrance change in the Classic Clean Shampoo Conditioner and 2-in-1
 Refresh Shampoo and 2-in-1 and Dry Scalp 2-in-1 change their fragrance.

2006

 Head & Shoulders changes formula updating almost all products to an upgraded formula
with HydraZinc

Totally reformulated to eliminate 100% of the dandruff you can see

 New Products and Sizes

o Classic Clean 13oz (400ml) Conditioner
o Classic Clean 2-in-1 33.9oz(1L)
o Citrus Breeze 2-in-1,14.2oz (420ml)
o Smooth & Silky Shampoo 14.2oz (420ml)
o Smooth & Silky 2-in-1, 23.7oz (700ml)
o Refresh 2-in-1 140z (420ml)
o Refresh Shampoo 33.9oz (1L)
o Sensitive Care 2-in-1 23.7oz (700ml)
 Ocean Lift Shampoo introduced
o HydraZinc formula
o Delivers an exhilarating, in shower experience
o Includes sea botanicals, menthol
o Fresh ocean breeze fragrance
o Also available in 2-in-1 formula

2005

 Head & Shoulders launches Sensitive Care

2004

 Head & Shoulders Soothing Lotion – a leave in conditioner – hits the shelves
2000

 Head & Shoulders introduces its first conditioner

1999

 Refreshing Menthol launches in US

1991

 Head & Shoulders introduces its first 2-in-1 formula

1990

 Head & Shoulders intensive treatment shampoo is introduced; highlighting the benefits of
Selenium Sulfide.

1979

 Head and Shoulders introduces a conditioning formula shampoo

1961

 Head & Shoulders shampoo launches as a blue-green shampoo clinically proven to

reduce dandruff
 CHAPTER III
PROFILE OF THE STUDY

3.1 PROFILE OF AREA

Namakkal District is one of the 38 districts (an administrative district) in

the state of Tamil Nadu, India. The district was bifurcated from Salem
District with Namakkal town as headquarters on 25 July 1996 and started to function
independently from 1 January 1997. The district has seven taluks
(subdivisions): Tiruchengode, Namakkal, Rasipuram, Paramathi-
Velur, Sendamangalam, Kumarapalayam, Kolli Hills and Mohanur. It has two revenue
divisions: Tiruchengode and Namakkal. As of 2011 census, Namakkal district had a population
of 1,726,601 with a sex-ratio of 986 females for every 1,000 males and Tiruchengode is the
largest city in terms of population. Namakkal district is geographically affiliated to Kongu
Nadu region. to The district is famous for its large poultry industry, egg production and lorry
body-building industry, for which it is often referred to as "Egg City" and "Transport Hub of
South India".

Valvil Ori was a chieftain and one of the seven patrons from Sangam age who ruled over
Kolli Hills around 200 CE. After the struggle between the Cheras, Cholas, and Pandyas,
the Hoysalas rose to power and had the control until the 14th century, followed by Vijayanagara
Empire until 1565 CE. Then, the Allala Ilaya Nayakas Vettuvagounder king came to power in
1623 CE under the Vijayanagara Kingdom. He build the Paramathi Fort with sand and stones on
a 40- to 50-acre land.[citation needed]
Two of the Poligans of Tirumalai Nayak, including
Ramachandra Nayaka, ruled the Salem area. The Namakkal fort is reported to have been built by
Ramchandra Nayaka after about 1635 CE.[citation needed]

Namakkal district covers an area of 3,368.21 km2. The district is bounded by Salem
district on the north; on the east by Attur taluk of Salem district, Perambalur and Tiruchirapalli
District's, by Karur District on the south and on the west by Erode district.[2]The average annual
rainfall is 716.54 mm. This district receives rainfall mainly from North East Monsoon.

he town of Namakkal is built around a rock fort. The rock fort is on the summit of the
rock, and the remnants in brick and stone still bear the brunt of the skirmishes to lay siege to the
fort by the Cholas in the 9th century.[3] There are two rock–cut cave temples located on both
sides of the hill dedicated to Narasimhaswamy and Ranganathaswamy. The caves were
constructed by Adhiyaman rulers who ruled over Kongu Region during the 7th Century. The
Temple has been declared as monuments under the preservation of Monuments and sites Act
1958 and being administered by the HR&CE department of Government. A temple dedicated to
the Goddess Namagiri Amman is situated within the temple complex of the Narasimha Swamy
kovil.[11]

The famous Namakkal Digambara Anjaneyar Temple, housing an 18-foot-

tall Hanuman statue is located opposte to the Narasimhaswamy temple. It is believed that the
Hanuman statue keeps growing and to stop the growth a priest put a magic needle at the top of
the statue's head. Hanuman statue carved out of a single stone at this temple. [11]

Tiruchengode

Tiruchengode is 35 km from Namakkal. It is one of the seven Sivasthalams

in Kongunadu. The Ardhanareeswarar temple is located on a hill. The presiding deity is depicted
as half-male and half-female, vertically to represent Shiva and Parvati worshipped as one form. It
is considered one of the oldest temples in this region.

Kollimalai (Kolli Hills)

Water falls in Kolli Hills

Kolli Hills are at an altitude of 1,200 m (3,900 ft) in the Namakkal District and are 45 km
from Namakkal town. The Kolli hills are featured in several works of classical Tamil literature
such as Silappathigaram, Manimekalai, Purananuru and Ainkurnuru. The region was ruled
by Valvil Ori whose valor and marksmanship are sung by several poets, and his exploits are a
popular part of folklore. There are three reserved forests that are controlled by the Government
of Tamil Nadu, namely Ariyur Solai, Kundur Nadu and Puliancholai. It is not correct to regard
the name Kolli Hills (Tamil: kolli noi- killer disease) as being due to the incidence of deadly
diseases. It is because early literature records the existence of a deity called Kollippavai on top of
these hills.

The hills are known for medicinal herbs and plants that grow in abundance on their
slopes. The Arapaleswarar Temple, the Horticulture Farm, the herbal farm, Agaya
Gangai waterfalls, boat house, Peryaswamy Temple, Ettukai Amman Temple, Pineapple farms,
View Point, and the Telescope House are the places to visit for the interested tourist.
Attukalkilangu soup and raw was sold in this hills. [citation needed]
The Valvil Ori festival is
organised there every year during the month of August. The Arapaleeswarar temple is believed
to have a secret path to the Shiva temple in Rasipuram. This Shiva temple is said to have been
built by Valvil Ori king in the 1st or 2nd century AD when he ruled this area. "Arappaleeswara
Sathakam" is the poem which praises the Lord Arappaleeswarar.
3.2 PROFILE COMPANY

Procter & Gamble Hygiene & Health Care is a leading FMCG company in India. The
parent company Procter & Gamble Inc., USA holds 65% in the Indian subsidiary. The Head of
India operations is the regional head for Srilanka, Pakistan , India and Bangladesh Mr. Helmut
Meixner. Mr. Bharat Patel is the Managing Director of P&G India Ltd. and also the Vice-
President and General Manager of P&G Asia.

The major product lines of P&G Inc. in India include detergents , Feminine Protection
Products, Healthcare and Hair-care. The global consumer goods company is known for
developing and delivering high quality premium products which have been developed using the
best technology available. Some of the high-value added products of the company are Whisper
Sanitary Napkins, Head & Shoulders Anti-Dandruff shampoo and Ariel Laundry Detergent.
Procter & Gamble has made a global commitment to attract and recruit the finest people in the
world and building a talent pool in the organisation from within. The company started operations
in India in 1989 when P&G worldwide acquired Richardson Vicks Inc. USA, making
Richardson Hindustan Ltd, the Indian arm an affiliate of Procter & Gamble Co. USA. The
company subsequently changed its name in India to Procter & Gamble India Ltd. P&G India is
the owner of the 100 year old ―Vicks‖ brand which has been consistently rated as among India’s
Top 5 brands by the survey done by ORG Marg and A&M magazine.

The parent has another entity in India- Procter & Gamble Home Products Ltd. which is a
100% subsidiary . A new variant of Ariel – Ariel Super Soaker was launched through this 100%
sub in 1993. The detergents business of Procter & Gamble India was divested to the 100%
subsidiary in 1993. P&G India launched Whisper in 1989 and Head & Shoulders shampoo in
1997.

P&G is head-quarterd in Mumbai and has four regional offices and four factories in
India. Company recently changed its name to Procter & Gamble (Hygiene & Healthcare Ltd.)
from Procter & Gamble India ltd.
Major line of Business:

Procter & Gamble Hygiene & Healthcare Ltd.: Feminine Hygiene & Healthcare
Products, Clearsil, Old Spice (Listed Company) Procter & Gamble Home Products Ltd.-
Laundry and Hair Care, Camay Soap

Select Products and Services:

P&G Hygiene & Healthcare Ltd .- Whisper Sanitary Pads, Vicks range of products, Old Spice ,
Clearsil pimple cream P&G Home Products : Ariel Laundry Detergent, Pantene Pro V, Head &
Shoulders, Camay Soap.

Key Differentiating Factors:

Research led high quality value added products especially in area of hair care and feminine
hygiene. Distinct urban focus . ―Premium Tag‖.

Financial Statistics:

Procter & Gamble Hygiene & Healthcare Ltd. Only

June 1999: Sales Rs. 4683 million a growth of 6%

June 1999: Profit Rs. 665 million . Growth 25%.

Opportunities:

Sales & Marketing , Brand Management (after work experience of minimum two years)

Contact:

Procter & Gamble India Ltd.

Tiecicon House, Dr. E. Moses Road
Mahalaxmi
Mumbai 400011
Telephone: 022-4953388, 022-4960961 , 022-4936072, 022-4964900(Ext.9458), 022-4942113
Fax: 022-4963215, website:www.pg.com/about/news/india.htm
HISTORY OF THE COMPANY

A brief history of Head & Shoulders

Possibly the most recognisable name in the shampoo aisle, Head & Shoulders has been
celebrating its 50th anniversary this year. But what's the secret to its success?

What's the story?

Possibly the most recognisable name in the shampoo aisle, Head & Shoulders has been

celebrating its 50th anniversary this year. Launched in 1961 amidst the chignons and beehives of

the day, Head & Shoulders has outlived many a hairstyle and remains the world's number one

selling shampoo, shifting a gigantic 29 million units a year. It came about after Proctor &

Gamble scientists spent ten years looking for the magic ingredient to solve the problem of

dandruff. The answer - zinc pyrithione - is still the key component in their range of anti-dandruff

shampoos and conditioners today.

History

The idea for Head & Shoulders dates back to about 1950 when Procter & Gamble

research determined that consumers were not completely satisfied with the then existing anti-

dandruff shampoos. After 10 years of research, P&G scientists found an new and effective

ingredient against dandruff that that really worked—Pyrithione Zinc. In 1960, P&G tested the

product and by the spring of 1961, the shampoo was given its name, Head & Shoulders, and

Procter & Gamble started to work on the packaging, displays, advertising, and marketing

programs. Head & Shoulders was introduced to the public with the original product, which was

a blue-green cream shampoo in a white glass jar and was ―clinically proven to reduce dandruff.‖
Over the last 50 years, Head & Shoulders has significantly evolved offering a variety of

shampoos and conditioners to meet consumers’ hair and scalp needs.

Mission

For almost 50 years, Head & Shoulders has provided millions of consumers with superior

scalp care. Introduced in 2007, the proprietary zinc pyrithione (ZPT) formula in Head &

Shoulders effectively targets the source of dandruff so men and women can feel confident that

their hair looks great. With full lines of shampoos and conditioners, Head & Shoulders systems

provide the dual benefits of achieving both a healthy scalp and great-looking hair. Offering ten

shampoos and five corresponding conditioners, Head & Shoulders has a line to fit the needs of

all men and women.Dandruff: More than Visible Flakes

Head & Shoulders is working hard to dispel the myth that dandruff is only visible flakes.

The truth is that flakes, one sign of an unhealthy scalp, are a result of the body’s natural reaction

to Malassezia globosa (M. globosa), the dandruff-causing fungus that lives on the scalp of 100

percent of the adult population.

Thanks to breakthroughs in scalp care from the genomic sequencing of the Malassezia

globosa fungus by Head & Shoulders and P&G Beauty, scientists can work toward additional

scalp treatments for the millions of dandruff sufferers worldwide.

Head & Shoulders’ proprietary pyrithione zinc (ZPT) and hydra-mineral formula is an

effective tool to control the growth and spread of M. globosa, helping to eliminate the fungus and

ultimately promote a healthy scalp and great-looking hair.

3.3 PROFILE OF PRODUCT

In addition, Head & Shoulders provides seven essential scalp and hair benefits:

 Removes Flakes

 Fights Dryness

 Calms Itching

 Relieves Irritation

 Reduces Redness

 Controls Oiliness

 Gives Beautiful Hair

I never knew you had dandruff.

An original bottle of Head & Shoulders

I don't. But over 50% of the population have some sort of scalp problem so it's no wonder

Head & Shoulders sells as well as it does. Over the years, the brand has tried to disassociate it

with the more medicinal shampoo it once may have been. Plenty of advertising campaigns have

worked hard to remove the stigma attached to the shampoo being synonymous with having
snowy shoulders. Efforts to make the brand cool may not have worked but as they make the

world's best selling shampoo I doubt very much Proctor & Gamble care.

I'd be inclined to say yes. I'm a newcomer to Head & Shoulders and will admit that my

views were stuck in a time where I'm sure it would crop up in a playground insult. Daft as it may

sound I was expecting it to smell a bit, well, medicinal, but it doesn't, and it gives a nice wash

and clean feeling. I have cropped hair so can hardly go around making grand claims about hair

care (unless it's hair wax, a field in which I consider myself a national expert) but I was

impressed. What do you reckon?

About Head & Shoulders

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.

Benefits

The biggest benefit is 100% flake free hair.* Dermatologists recognize that regular use of

head & shoulders is one of the effective ways to help eliminate dandruff symptoms, including a

tight, itchy scalp with regular use.

However, h&s doesn’t feel, or smell, like what you might expect from an anti-dandruff

shampoo. Instead of a medicated aroma, there are fresh, zingy scents and the rich formula leaves
hair feeling soft and manageable. head & shoulders is gentle enough for daily use – even on hair

that’s colored – leaving hair fresh and deeply cleansed and your scalp nourished and healthy.

Our anti- dandruff shampoos are complemented by a range of conditioners that are rich in

intensive moisturisers. And there are enough products to choose from for various hair types,

every kind of hair, from fine to frizzy, damaged to limp.

Our Formula

We’ve developed head & shoulders so it doesn’t smell or feel like what you might expect

from an anti-dandruff, scalp treatment shampoo. Our patent pending formula is gentle and kind

to hair, leaving it feeling soft and smelling fresh thanks to a range of fresh, zingy aromas. No

wonder it’s used by leading celebrity hairdressers like Ben Skervin.

As for dandruff? What dandruff?

Head & shoulders is rich in Pyrithione Zinc (PTZ) which is highly effective at fighting

and helping prevent dandruff symptoms. We even went as far as developing a unique particle

shape to increase PTZ’s effectiveness. This helped us create HydraZinc complex, available in all

head & shoulders products. The Formula with HydraZinc works so well because it’s highly bio

available, meaning it acts on your dandruff symptoms very effectively. And that means you

begin to control flakes and itchy, irritable scalps quickly, too. Now, head & shoulders scientists

are taking dandruff and dry scalp research to the next level with the Malassezia Genome Project.

Together with leading collaborators, they’ve sequenced the genome of Malassezia globosa. This

should create more opportunities for even more effective future dandruff and dry, itchy scalp

treatments
Executive Biographies

John Gray

John qualified in Medicine from St George’s Hospital in London. He runs a family-based

primary care practice and trichology clinic. As well as being a senior consultant to head &

shoulders, John is a member of the European Academy of Dermatology, the Royal College of

General Practitioners, the European and North American Hair Research Societies, the Royal

Society of Medicine and the Institute of Trichology.

Marta Rondon

Dr Marta is a double board certified physician at the forefront of dermatology and

research on an international level. Dr Rendon works closely with head & shoulders as an

independent consultant to further understand and promote scalp health. A Medical Director at her

Dermatology and Aesthetic Center in Florida, Dr Rendon regularly gives scientific presentations

and training to students at the University of Miami School of Medicine and Florida Atlantic

University.

Rene Rust

As a head & shoulders senior scientist, Rene has a passion for the science and biology of

hair and skin. He’s also involved with many other organizations , including academic research

institutes and dermatologist associations. He’s focused his research at head & shoulders on

developing breakthrough beauty product technologies that make a real difference to the lives of

people around the world.

Jim Schwartz

Jim is one of our Research Fellows specializing in the science of skin, hair and scalp care.

Over the past 17 years, he’s emerged as one of our leading scientists, with 18 patents for

personal care products and beauty science technology. He’s written numerous articles for

respected journals including The Journal of American Academy of Dermatology and The Journal

of the American Chemical Society. Jim is currently directing research initiatives on seborrheic

dermatitis and dandruff to identify more efficient treatments.

Ben Skervin

Ben is internationally renowned and his work regularly graces magazine covers, runways

and red carpets around the world. He was already a leading hairdresser by the age of 18 and his

creativity led him to become a leading stylist in the music, fashion and beauty industries. Over

the years, he’s worked with many celebrities who return to him time and time again. Now, he’s

head & shoulders International Hair Stylist.

 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

TABLE 4.1

CLASSIFICATION BASED ON RESPONDENTS GENDER

GENDER NO.OF RESPONDENTS PERCENTAGE

MALE 28 28%

FEMALE 62 62%

TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 28% of Respondents are Male and remaining 62% of

Respondents are female.

 CHART – 4.1

CLASSIFICATION BASED ON RESPONDENTS GENDER

62%

28%

\
 TABLE – 4.2

CLASSIFICATION BASED ON RESPONDENTS AGE

AGE GROUP NO.OF RESPONDENTS PERCENTAGE

Below 20 year 12 12%

21-30 84 84%

31-40 2 2%

Above 41 year 2 2%

TOTAL 100 100%

Source : Primary Data

Inference

The table shows the category of the Respondents on the basis of their age group. 12% of

the Respondent belongs to the age group between 20 years, 84% of Respondents belongs to age

group between 21-30 years, about 2% of the respondents belongs to the age group between 31-40

years and above 2% of Respondents belongs to the Age group between above 41 years.
 CHART – 4.2

CLASSIFICATION BASED ON RESPONDENTS AGE

90
84%
80

70

60
PERCENTAGE

50

40

30

20
12%

10

2% 2%
0
20 year 21-30 31-40 41 year
NO OF RESPONDENTS
 TABLE – 4.3

EDUCATIONAL QUALIFICATION OF RESPONDENTS

EDUCATION NO.OF RESPONDENTS PERCENTAGE

School level 12 12%
Graduate 38 38%
Post Graduate 38 38%
Professional 12 12%
TOTAL 100 100%

Sourse: Primary Data

Inference

Table present the percentage of the Respondents on the basis of their education 12% of

the Respondents belongs to the category up to school leveL,38% of Respndents belongs to the

group under graduate and remaining 38% of the respondents belongs to group of Post graduate.
 CHART – 4.3

EDUCATIONAL QUALIFICATION OF RESPONDENTS

40% 38% 38%

35%

30%
PERCENTAGE

25%

20%

15% 12% 12%

10%

5%

0%
school level graduate post graduate professional
NO OF RESPONDENTS
 TABLE – 4.4

MONTHLY INCOME OF RESPONDENTS

MONTHLY INCOME NO.OF RESPONDENTS PERCENTAGE

Below Rs.5000 24 24%

Rs. 5001- RS.10000 46 46%

Rs.10001 – Rs. 15000 18 18%

Above Rs. 15000 12 12%

TOTAL 100 100%

Source : Primary Data

Inference

The table shows the percentage of Respondents on the basis of income. 24% of

Respondents belongs to the category of below 5000. 46% of Respondents belongs to the income

level 5001-10000. 18% of the Respondents belongs to the income level 10001 – 15000 and 12%

of Respondents belongs to the income level above 15000

 CHART – 4.4

MONTHLY INCOME OF RESPONDENTS

50
46%
45

40

35
PERCENTAGE

30
24%
25
18%
20

15 12%
10

0
Below Rs.5000 Rs.5001-Rs.10000 Rs.10001-Rs.15000 Above Rs.15000

NO.OF RESPONDENTS
 TABLE – 4.5

FAMILY MEMBERS

FAMILY MEMBERS NO OF RESPONDENTS PERCENTAGE

Two 10 10

Three 32 32%

Four 40 40%

Above four 18 18%

TOTAL 100 100%

Source : Primary Data

Inference

From the above we come to know that 10% of respondents family consist of two

members, 32% of respondents family consist of three members, 40% of respondents family

consist of four members 18% of respondent family consist of above four members
 CHART – 4.5
FAMILY MEMBERS

10%
18%

32%

40%

two three four above four

 TABLE – 4.6

USE A SHAMPOO

SHAMPOO NO.OF RESPONDENTS PERCENTAGE

YES 100 100%

NO 0 0%

TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 100% of Respondents are Yes and remaining 0% of

Respondents are No.

 CHART – 4.6
USE A SHAMPOO

0%

100%

yes no
 TABLE – 4.7

THE 10 SHAMPOO GIVEN BELOW WHICH ONE DO YOU PREFER THE MOST

SHAMPOO NO OF ESPONDENTS PERCENTAGE

Pantene 4 4%

Head and shoulder 86 86%

Sunsilk 2 2%

Vatika 0 0%

Garnie 0 0%

Clinic plus 0 0%

Clinic all clear 2 2%

Himalaya 2 2%

Dove 2 2%

Meera 2 2%

Any other 0 0%

TOTAL 100 100%

Source : Primary Data

Inference

Among the total population of the research study, 86% of the respondents are use head

and shoulder and reaming 14 % of respondents use other shampoo.

 CHART – 4.7
THE 10 SHAMPOO GIVEN BELOW WHICH ONE DO YOU PREFER THE MOST

100%

90% 86%

80%

70%

60%

50%

40%

30%

20%

10% 4% 2% 0% 0% 0% 2% 2% 2% 2% 0
0%
 TABLE – 4.8

WASH YOUR HAIR ON AVERAGE IN A WEEK

HAIR AVERAGE NO OF RESPONDENTS PERCENTAGE

1 22 22%

2 34 34%

3 6 6%

4 10 10%

5 6 6%

6 2 2%

TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 22% of Respondents are wash hair weekly once, 34% of

respondents are wash hair weekly twice, 10% of Respondents are wash hair weekly four times,

6% of Respondents are wash hair weekly thrice, 6% of Respondents are wash hair weekly five

times.
 CHART –4.8
HAIR ON AVERAGE IN A WEEK

40%

35% 34%

30%

25%
22%

20%

15%

10%
10%
6% 6%
5%
2%

0%
1 2 3 4 5 6
 TABLE – 4.9

REASON FOR BUYING SHAMPOO

SHAMPOO BRAND NO OF RESPONDENTS PERCENTAGE

BRAND 18 18%

QUALITY 82 82%

TOTAL 100 100%

Source : Primary Data

Inference

The table shows that 82% of Respondents are buying this shampoo quality and reaming

18% 82% of Respondents are buying this shampoo brand.

 CHART – 4.9
REASON FOR BUYING SHAMPOO

18%

82%
 TABLE – 4.10

QUALITIES FOR PURCHASING A SHAMPOO

SHAMPOO NO OF RESPONDENTS PERCENTAGE

Smell 26 26%
Bottle design 16 16%
Moisturizing capabilities 18 18%
Clarifying capabilities 9 9%
Shine factors 20 20%
Shampoo colour 14 14%
Other please specify 0 0%
TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 26% of Respondents are buying this shampoo smell, 16% of

Respondents are buying this shampoo bottle design, 18% of Respondents are buying this

shampoo moisturizing, 9% of Respondents are buying this shampoo clarifying, 20% of

Respondents are buying this shampoo shine factors and remaining 14% of Respondents are

color.
 CHART – 4.10

QUALITIES FOR PURCHASING A SHAMPOO

30%

26%
25%

20%
20%
18%
16%
15% 14%

10% 9%

5%

0
0%
smell design moisturizing clarifying shine colour other
 TABLE – 4.11

DIFFERENT SHAMPOO HAVE YOU USED IN THE PAST 6 MONTHS

SHAMPOO NO OF REPONDENTS PERCENTAGE

1 26 26%

2 62 62%

3 0 0%

4 12 12%

TOTAL 100 100%

Source : Primary Data

Inference

A table shows that 62% of Respondents are used 2, 26% of Respondents are used 1,

12% of Respondents are used 4 different types of shampoo in the fast 6 months.
 CHART – 4.11

DIFFERENT SHAMPOO HAVE YOU USED IN THE PAST 6 MONTHS

70
62%
60

50

40

30 26%

20
12%
10
0%
0
1 2 3 4
 TABLE – 4.12

DECISION REGARDING THE PURCHASE OF A SHAMPOO

SHAMPOO NO.OF RESPONDENTS PERCENTAGE

YES 58 58%

NO 42 42%

TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 58% of Respondents are Yes and remaining 42% of

Respondents are No.

 CHART – 4.12
DECISION REGARDING THE PURCHASE OF A SHAMPOO

42%

58%

YES NO
 TABLE – 4.13

HERBAL SHAMPOO OVER A COMMERCIAL ONE

SHAMPOO COMMERCIAL NO OF RESPONDENTS PERCENTAGE

YES 86 86%
NO 12 12%
TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 86% of Respondents are Yes and remaining 12% of

Respondents are No.

 CHART – 4.13
HERBAL SHAMPOO OVER A COMMERCIAL ONE

12%

89%

YES NO
 TABLE – 4.14

SATISFIED WITH THE RESULTS YOUR SHAMPOO GIVES

RESULTS NO.OF RESPONDENTS PERCENTAGE

YES 96 96%

NO 4 4%

TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 96% of Respondents are Yes and remaining 4% of

Respondents are No.

 CHART – 4.14
SATISFIED WITH THE RESULTS YOUR SHAMPOO GIVES

4%

96%

yes no
 TABLE 4.15

RECOMMEND THIS SHAMPOO TO OTHERS

RECOMMEND NO.OF RESPONDENTS PERCENTAGE

YES 92 92%

NO 8 8%

TOTAL 100 100%

Source : Primary Data

Inference

The above table shows that 92% of Respondents are Yes and remaining 8% of

Respondents are No.

 CHART – 4.15
RECOMMEND THIS SHAMPOO TO OTHERS

8%

92%

yes no
 CHAPTER V

FINDINGS, SUGGESTION, CONCLUSION

FINDINGS

 Majority for 62% of the respondents were male and 28% of the respondents were female.
 Majority for 84% of the respondents in the age group 21-30 yrs.
 38% of the respondents educational qualification is graduate and 38% of the respondents
are post graduate.
 46% of the respondents falls in the monthly income group 5001-10000
 40% of the respondent’s family size is 4 members and 32% of the respondents family
size is 3 members.
 Majority 100% of the respondents used in Shampoo.
 86% of the respondents prefer to purchase Head and Shoulder shampoo.
 34% of the respondents using the shampoo 2 times within a week.
 82% of the respondents choose the Head and shoulder shampoo based on its quality, 18%
of the respondents choose this brand.
 26% of the respondents like smell, 20% of the respondents shine factors.
 Majority 62% of the respondents using two different types of shampoo in fast 6 months
and 26% of the respondents are using same type of shampoo.
 58% of the respondents were affected price regarding purchase of the shampoo.
 78% of the respondents like home made herbal shampoo.
 96% of the respondents says that highly satisfied use this brand.
 92% of the respondents are recommending head and shoulder shampoo to others.
SUGGESTIONS
 Quality in FMCG products may be achieved through acquiring training in business
development, quality product development, and marketing external monitoring of quality.

 For improving effectiveness of the scheme the management should focus on proper
timing of launching scheme, communication and transparency regarding sales promotion
schemes.

 Glance at a wide variety of direct and indirect competitors to gauge where your price
falls.

 Use life cycle analysis to select the best pricing policy for satisfying anticipated
customer trends and winning market approval and market share growth.

 Use scientific product classification analysis to determine the optimal pricing strategy
according to buyer behavioural constants observed in specific product category types.

 Increase the number of layers between the company and the customer.

 Increase the number of partners in the layer

 Head and shoulder should create impression of being premium for a given price.

 Introduce different package design and size to attract the customer.

 Adopt Unusual Sales Point Marketing Strategy

5.3 CONCLUSION

With studying all relevant aspects in detail the researcher arrived to the conclusion that,
young generation highly involved in use of shampoos. The respondents make a self decision for
purchase , frequent use of shampoos, neutral behaviour for change of shampoo, preferring pack
size are sachets and small bottles, influence of media especially T.V. is playing major role in
awareness, customer satisfaction contributes the majority. Shampoo users are very loyal towards
the brand as they are ready to walk long distance to get the brand.
 APPENDIX
QUESTIONNARIE

A STUDY ON CONSUMER PREFERENCES TOWARDS HEAD AND SHOULDER

SHAMPOO WITH SPECIAL REFERENCE TO NAMAKKAL TOWN

1. Name:

2. A/c No:

3. Account Type :

4. Address:

5. Gender:

a) Male [] b) Female []

6. Age:

a) Below 20 yrs [] b) 21- 30 yrs []

c) 31-40 yrs [] d) Above 41 yrs []

7. Level of Education

a) school level [] b) Graduate []

c) Post Graduate [] d) Professional []

8. Monthly Income

a) Below Rs.5000 [] b) Rs.5001- Rs.10000 []

c) Rs.10001-Rs.15000 [ ] d) Above Rs.15000 []

9. Family members

a) Two [] b) Three []

c) Four [] d) Above Four []

10. Do you use a shampoo?

a)Yes [] (b)No []

11. From the 10 shampoos given below which one do you prefer the most?

a) Pantene [ ]
b) Head and Shoulder [ ]
c) Sunsilk []
d) Vatika
e) Garnier
f) Clinic Plus
g) Clinic All Clear
h) Himalaya
i) Dove
g) Meera
h) Any other ………………………..

12. How often do you wash your hair on average in a week

a) 1 [ ]

b) 2 [ ]

c) 3 [ ]

d) 4 [ ]

e) 5 [ ]

f) 6 [ ]

13. While buying a shampoo, do you look at its brand or its quality?

a) Brand []

b) Quality []
14. Many potential reasons are in the following list.We would like you to rank the following
qualities for purchasing a shampoo?

a) Smell [ ]

b) Bottle Design [ ]

c) Moisturizing capabilities [ ]

d) Clarifying capabilities [ ]

e) Shine factor [ ]

f) Shampoo colour [ ]

h) Other please specify

15. How many different shampoos have you used in the past 6 months?

a) 1 [ ]

b) 2 [ ]

c) 3 [ ]

d) 4 [ ]

e) 5 [ ]

16. Does the price of a shampoo affect your decision regarding the purchase of a shampoo?

a) Yes [ ]

b) No [ ]

17. Do you prefer a home made herbal shampoo over a Commercial one?

a) Yes [ ]

b) No [ ]

18. If someone tells you to use a relevant shampoo made at home from common herbs
would you use it?
a) Yes [ ]

b) No [ ]
19. Are you satisfied with the results your shampoo gives?

a) Yes [ ]

b) No [ ]

20.Do you recommend this Shampoo to others?

a)Yes [] (b)No []

21. If no, what will be your next choice?

………………………………………………………

22).Give your rank for the following?

S.no Factors Excellent Good Moderate No Idea

1. Bottle Design

2. Shampoo colour

3. Availability

4. Advertisement

5. Moisturizing
capabilities

23).Give your suggestion to improve our product.

---------------------------------------------------------

---------------------------------------------------------
 BIBLIOGRAPHY

Shampoo and Conditioner - US. Mintel reports, Retrieved November 15, 2008,
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=3

Head & Shoulders.

http://www.headandshoulders.com/en_US/default.jsp retrieved on November 15, 2008.

Levine, Norman (2007, July 01). WebMD. Retrieved November 15,2008, from WebMD Web
site: http://www.webmd.com/skin-problems-and-treatments/understanding-dandruffbasics.

http://www.ncdc.noaa.gov/oa/climate/research/2008.html.

Staff, (2006, November 27). Dandruff. Retrieved November 15, 2008, from MayoClinic.com
Web site: http://www.mayoclinic.com/health/dandruff/DS00456/DSECTION=causes.

Website
http://www.my3q.com/research/alizamirza/43455.phtml