MARKETING MANAGEMENT

MID SEMESTER EXAM PROJECT

Submitted by- MS SHRUTI VISHWAKARMA
& MS SAMAPIKA LENKA
IDs- jlu06393@student.jlu.edu.in
& jlu06454@student.jlu.edu.in
Submitted to – DR. PRIYANKA RAWAL

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Acknowledgement
It’s our foremost duty and pleasure to express our deep gratitude to
our Marketing management professor, Dr. Priyanka Rawal for her
constant guidance and knowledge.
Under her guidance we were able to understand and complete our
project and gain knowledge about the topic.
By this report we were able to gain very important and useful
knowledge, which will help us for our overall growth and
enrichment.

Team members-
Miss Shruti Vishwakarma
Miss Samapika Lenka

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 PROTECT & GAMBLE
THE ENTIRE PROJECT IS CREATED ON THE P&G Co.

THE COMPANY WAS ASSIGNED TO US BY DR. PRIYANKA RAWAL HERSELF AND THERE ARE
MULTIPLE VARIANT OF SUBJECT MATTER WE ARE GOING TO COVER UNDER THIS PROJECT.

“We believe in finding small but meaningful ways to improve lives—now and for every
generation to come.”
-PROTECT&GAMBLE

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COMPANY’S OVERVIEW, PRODUCT MIX AND
PRODUCT LINES OFFERED BY THE COMPANY

The Procter & Gamble Company (P&G) is an American

multinational consumer goods corporation headquartered in
Cincinnati, Ohio, founded in 1837 by William Procter and James
Gamble.
It specializes in a wide range of
personal health/consumer health,
and personal care and hygiene
products; these products are
organized into several segments
including Beauty; Grooming; Health
Care; Fabric & Home Care; and Baby,
Feminine, & Family Care. Before the
sale of Pringles to Kellogg's, its
product portfolio also included food,
snacks, and beverages. P&G is incorporated in Ohio.
In 2014, P&G recorded $83.1 billion in sales. On August 1, 2014,
P&G announced it was streamlining the company, dropping and
selling off around 100 brands from its product portfolio in order

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to focus on the remaining 65 brands, which produced 95% of
the company's profits. A.G. Lafley—the company's chairman,
and CEO until October 31, 2015—said the future P&G would be
"a much simpler, much less complex company of leading brands
that's easier to manage and operate".

DAVID S. TAYLOR is the current chairman and CEO of P&G.

As of July 1, 2016, the company structure has been

categorized into ten categories and six selling and market
organizations.

At present, Procter & Gamble’s product mix has the

following segments with the product line:

1. Baby Care

PAMPERS- Nappies, Pants and

Baby Wipes

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2. Fabric Care

ARIEL- Laundry Products

TIDE- Laundry Products

3. Feminine Care

WHISPER- Feminine care pads

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4. Grooming

GILLETTE- Razors, Blades and

Men’s grooming

5. Hair Care

HEAD & SHOULDERS- World

leaders in Dandruff and Scalp
Care

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 HERBAL ESSENCES- Hair Care

PANTENE- Hair Care

6. Home care

AMBI PUR- Odour eliminators

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7. Oral Care

ORAL-B – toothbrushes,
Toothpaste, Oral Care

8. Personal Health Care

VICKS- Cough, Cold and Flu Relief

9. Skin and Personal Care

OLAY- Skin Care

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 OLD SPICES- Pre and Post-shave,
Body Wash and Deodorants

Selling & Market reach/Organizations

 Asia Pacific
 India
 the Middle East
 Africa (AMA)
 Europe
 Greater China
 Latin America
 North America

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CHOOSE ANY ONE BRAND AND EXPLAIN THE
CONCEPT OF MARKETING MIX

The Procter & Gamble Company’s marketing mix (4Ps) is

typical in the consumer goods industry. A firm’s marketing
mix or 4Ps-

 Product
 Place
 Promotion
 Price

It refers to the strategies and tactics used to achieve goals in

the marketing plan.
In this case, Procter & Gamble has a marketing mix that
utilizes various channels to maximize market penetration.
Market penetration is one of the company’s main growth
strategies.
The global market presents challenges linked to the diversity
of products and consumers.

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For example, P&G must offer a wide variety of products that
satisfy the preferences of numerous consumer types and
market segments.
Procter & Gamble’s marketing mix addresses such concerns
to ensure high business performance. Nonetheless, the
consumer goods market is highly dynamic.
This condition requires Procter & Gamble to adapt its
marketing mix to match the opportunities and challenges in
the global market.
A multi-pronged marketing mix approach for the global
distribution of consumer goods enables Procter & Gamble to
optimize its performance.

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However, the company’s approach remains typical in the
industry. This condition makes P&G vulnerable to the
aggressive competitive strategies of other firms, such as
Unilever Changes in strategies, especially in distributing
products through online platforms, can make Procter &
Gamble’s marketing mix more effective.

The element of the marketing mix identifies the

organizational outputs that are offered to target customers
or buyers.
In this case, Procter & Gamble’s products are classified as
consumer goods. The company included foods and
beverages in its product mix until the Pringles brand was
sold to the Kellogg Company in 2012. Streamlining efforts to
focus the business on the most profitable product lines have
also corresponded to changes in Procter & Gamble’s
organizational structure. These changes were aimed at
making the company easier to manage.

The brand we choose to give explanation on is

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About HEADS AND SHOULDERS:
Head and Shoulders is a subsidiary of the American brand proctor and
gamble, known for its anti-dandruff and non-
dandruff shampoos and conditioners.

Launched way back in 1961, Head and

shoulders has stood the test of time and
remains the world’s top selling shampoo. It
started its operations in India in the year 1997
and there has been no looking back since.

Head and Shoulders Marketing Strategy & Marketing

Mix (4Ps)
Marketing Strategy of Head and Shoulders analyses the brand with
the marketing mix framework which covers the 4Ps (Product, Price,
Place, Promotion). There are several marketing strategies like
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product innovation, pricing approach, promotion planning etc.
These business strategies, based on Head and Shoulders marketing
mix, help the brand succeed.

Head and Shoulders marketing strategy helps the brand/company

to position itself competitively in the market and achieve its
business goals & objectives.
Let us start the Head and Shoulders Marketing Strategy & Mix to
understand its product, pricing, advertising & distribution
strategies:

Head and Shoulders Product Strategy:

The product strategy and mix in Head and Shoulders marketing

strategy can be explained as follows:

Head and Shoulders is a leading

haircare brand making shampoos &
hair conditioners. Head and
Shoulders started with Proctor and
Gamble scientists spending 10
years finding the magic formula to
solve the widespread problem of
dandruff.

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 Post the research, they started using Zinc Pyrithine in their
formula. It was very effective against dandruff due to its anti-fungal
properties. Head and shoulders has gained the trust of consumers
by providing quality products. The product promises to remove
dandruff and give clean, healthy hair to users.

Company claims it
has the best dandruff
cleaning formula to
eradicate even the
thinnest shred of
dandruff from the
scalp. The packing of
Head and Shoulders
constitutes of
tactfully shaped
white bottles with elements that resemble the essence of freshness
in the minds of the viewers. The brand sells hair care products that
caters to men and women, with a promise to solve problems
related to dry hair, itchy scalp, dandruff and severe scalp
conditions. The product portfolio in its marketing mix includes
shampoos like-

 Anti-dandruff,
 Anti-hair falls,
 Silky black,
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  Lemon fresh,
 Cool menthol,
 Cool blast,
 Dry scalp care with almond oil, smooth and silky and hair
retain.

Conditioners of the variant-

 Smooth
 Silky
 Anti-dandruff.

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Head and Shoulders Price/Pricing Strategy:

Below is the pricing strategy in Head and Shoulders marketing

strategy:

Head and Shoulders has always been pricing its products

competitively keeping in mind its closest competitor Hindustan
Unilever.
Its approach has been penetrating pricing in the past so it can sell
high volumes and reach a large customer base. The prices are kept
reasonable to retain its existing customers and attract new
customers. Head and Shoulders products are available in different
sizes ranging from 3 ml sachets available at 3 rupees to 675 ml
packs available at 370 rupees. This makes them accessible to
different kinds of users who can buy quantities according to their
needs.
The brand also does promotional pricing in its marketing mix during
the summers when it provides discounts on its product range. This
further increases the sales and leads to higher revenues.

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Head and Shoulders Place & Distribution Strategy:

Following is the distribution strategy in the Head and Shoulders

marketing mix:

Head and Shoulders was

successful in
establishing itself as a
reliable brand in the
Indian market.
Meanwhile the brand
has been capturing
markets and spreading its presence in several countries across the
world. It has significant market share in Pakistan, Canada, and
Bangladesh apart from India. Being a subsidiary of P&G, Head and
Shoulders enjoys the advantage of having a strong distribution
network.
The products travel from factory to distributor to whole-seller to
retailer and finally to the consumer.
The products are available at-
 kirana stores,
 Supermarkets,
 Discount stores,
 Hypermarkets,
 Local markets,
 Online sites.
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Head and Shoulders Promotion & Advertising Strategy:

The promotional and advertising strategy in the Head and

Shoulders marketing strategy is as follows:

The success of Head and Shoulders like many companies depended

on its marketing team. The company launched many creative,
informational and aggressive ad campaigns to create and maintain
brand visibility in the market. Ads came up on different media like-

 Television channels,
 Newspapers,
 Posters,
 Magazines,
 YouTube and
 Hoardings at crowded places.

Since the 1980s, it has marketed its tagline:

"You Never Get a Second Chance to Make a First Impression".

It is a great example of Anxiety marketing used by the company to

drive sales by playing on the fear of the consequences addressed by
the product. With time, consumers started to recognise Head and
Shoulders as a trustworthy and quality brand.
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In the recent times, in the month of April 2016, Head and shoulders
launched a new campaign. The campaign aimed to empower
people to be bold, brave and confident.
The company tries to make these characteristics synonymous with
that Head and Shoulders. The campaign moves away from previous
campaigns, and goes towards a theme whose central idea reveals a
different perspective on what a healthy scalp should look like. Head
and Shoulders establishes itself as a premium brand and uses top
actors, famous personalities and beautiful models in its
advertisements. It has featured famous personalities in its
advertisements in the past. This gives an insight on Head and
Shoulders marketing mix.

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DISCUSS THE IMPACT OF COVID-19 PANDEMIC ON
BRAND SALES & MARKET POSITION

In 2020, they stepped up their efforts to be a force for good and a

force for growth by doing our part to help people and communities
overcome the challenges of the COVID-19 pandemic.
While the pandemic remains, so does their commitment to step up
and continue to help.
they’re answering the call to do even more, guided by three core
principles:
1. Protecting the health and well-being of P&G people;
2. Serving consumers around the world who count on our brands
and the benefits they provide;
3. Supporting communities, relief agencies and people who are
on the front lines of this global pandemic.
Taken together, they ensure P&G will be there for the employees,
consumers and communities who have always been there for them.

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PROTECTING P&G PEOPLE
they are helping P&G people work confidently standing with and
behind them with a rigorous focus on health and
safety through-

 Safety protocols and manufacturing

of protective gear to keep them safe
on site;
 Network and collaboration tool
upgrades and training to ensure
sufficiency and flexibility when they work
remotely; and
 Enhanced benefits and wellness resources to help navigate the
challenges of managing work and family.

 P&G India Supports COVID-19 Vaccine

Efforts

 P&G Arts Wave Giving P&G Campaign will keep

the Arts “Free For All!

 Supporting Employees So They Can Serve

Consumers
 Tapping into Technology to Care for
Customers & Each Other
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SERVING CONSUMERS
We’re constantly finding new ways to deliver
more of the products consumers depend
on.
We’re improving everyday life with
technology, delivering innovation
solutions for Happy, Healthy, Hygienic
Homes. We’re using our brands’ voices
to share important safety, cleaning and
hygiene messages with consumers.

SUPPORTING COMMUNITIES
The extraordinary events of 2020 have made it clear that brands
and companies have a responsibility to society
and the world around us. P&G is
determined to Lead with
Love and to make 2021 the
year we all come together
to do more and do better
for communities,
equality and our planet.
In 2020, we donated tens of
millions of dollars in cash, product and
in-kind support to individuals, families and
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communities, helping ensure that they have access to the everyday
essentials many of us take for granted.
We believe that even the smallest acts of good can make the world
a better place. Please join us and #LeadWithLove
at www.pggoodeveryday.com.

 Gattatico Team Delivers Hope and Mr. Proper

to Italian Hospitals

 Oral-B and Crest Step Up to Support Dental

Professionals and Consumers

 Pampers Helping Parents and Premature Babies

Stay Connected

 P&G Spain inspires consumers to donate

masks and robes.

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  Two Flash Professional Products Proven
Effective Against SARS-CoV-2

 P&G, Collaborators Develop and Distribute

Innovative Nasal Swabs

 P&G Supports "Recovering Learning" to Help

School Dropouts in Latin America

 P&G India Reaches Over 50,000 Underserved

Children with Education During Pandemic

 P&G Beauty Leaders Discuss Impact of COVID on

Industry:
The COVID19 pandemic has done much to widen the gender
equality gap, across society and the workplace. But as

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economies start to open, what role could the beauty industry play in
accelerating gender equality?
Our P&G Beauty experts shared their thoughts in the second episode of
Diversity Beyond Numbers, a mini-series podcast created in partnership
with Global Cosmetics News. To listen, visit:
https://www.globalcosmeticsnews.com/diversity-beyond-
numbers-a-mini-series-episode-2/

 As Nation Reopens, Procter & Gamble’s

Safeguard Announces $10 Million Hygiene
Education and Product Donation Initiative to
Help Keep Children Healthy

 P&G Greece: Supporting The Ones That Need It

the Most

 P&G Steps Up in Europe with Donations and

Aid

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MICRO AND MACRO ENVIRONMENTAL FACTORS
IMPACTING THE BUSINESS

What is the micro-environment?

The micro-environment is basically the environment that has a
direct impact on your business. It is related to the particular area
where your company operates and can directly affect all of your
business processes. In other words, it consists of all the factors that
affect particularly your business. They have the ability to influence
your daily proceedings and general performance of the company.
Still, the effect that they have is not a long-lasting one.

Customers
The kind of customer base that your HEAD AND SHOULDERS
attracts, as well as the reasoning behind purchasing your product,
are going to highly affect the way you create marketing campaigns.
Your customers can be B2C, B2B, international, local, and so on.
Important factors related to customers are:
 Stability of demand

 Prospects of sale growth

 Relative profitability

 Intensity of competition

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Suppliers
If a supplier of a particular product is the largest, or even the only
one, they are certainly going to have a big influence on how
successful your business is.
The suppliers are extremely important factors as:
 Key link in the value delivery process

 Insurance that your business has the necessary resources

 Essential determinants in terms of price increase or decrease

Resellers
If you decide to sell your product via a third party reseller, or
middlemen such as wholesalers and retailers, then the success of
your marketing is going to be highly dependent on them. If let’s
say, a certain retail seller has a strong reputation, it will pass on to
your product.
As a link between you and the
customer, they are important in
terms of these factors:
 Promotion

 Sale

 Distribution

 Marketing

 Financial mediation

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Competitors
Logically, every business
that sells the same or a
similar kind of product as
you do is your competition
on the market. So, their sale
and marketing tactics
matter to you a lot. You need to answer various questions, such as
how their product and its price affects yours and how you can make
use of that in order to gain an edge over them.
The three factors that matter in this case are:
 Desire competition

 Product form competition

 Brand competition

The general public

Of course, every business organization has in its best interest to
appease to the general public. Every step that you take needs to be
viewed from their
perspective as well. It is
extremely important how
your actions affect others
because their opinion can

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be the one thing that either pushes you towards success or pulls
you down from the pedestal.
So, the general public is very important in terms of:
 Public opinion

 Media

 Environmental pollution

What is the macro-environment?

The macro-environment is more general - it is the environment in
the economy itself. It has an effect on how all business groups
operate, perform, make decisions, and form strategies
simultaneously. It is quite dynamic, which means that a business
has to constantly track its changes. It consists of external factors
that the company itself doesn’t control but is certainly affected by.

The factors that make up the macro-environment are economic

factors, demographic forces, technological factors, natural and
physical forces, political and legal forces, and social and cultural
forces.

Economic factors
Basically, the very environment of the economy can have an effect
on two essential aspects – your company’s levels of production and
the decision-making process of your customers.

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Some examples of economic factors affecting business:
 Interest rates

 Exchange rates

 Recession

 Inflation

 Taxes

 Demand / Supply

Demographic forces
Each and every chunk of the market is affected by universal
demographic forces. These are age, education level, cultural
characteristics, country and region, lifestyle, and so on.
The crucial variables include:
 How income variables influence business

 Age variables that affect business

 Geographic Region Variables

 Education Level as a Variable

Technological factors
These factors are related to skills and ability that are implemented
into production, as well as all
the materials and technology
that a particular product
requires to be made. They are
essential and can have a big
impact on how well your
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business is running. It boils down to even the most basic factors,
such as what kind of maintenance trolleys you use in order to
preserve your tools and equipment for as long as you possibly can.
Some of the most common technological factors are:
 Automation

 Internet connectivity

 3D technology

 Speed/power of computer calculation

 Engine performance and efficiency

 Security in terms of cryptography

Natural and physical forces

Every business must also take into account the very planet and its
resources. There are those that can be renewed, such as forests
and agricultural products, and those that cannot, such as coal,
minerals, oil, and the like. Both are strongly related to production.
So, natural and physical forces can be:
 Climate change

 Pollution

 Weather

 Availability of both non-renewable and renewable resources

 Laws that regulate the environment

 Survival of particular biological species

Political and legal forces

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The market develops according to the
political and legal environment in
various areas. This means that every
business needs to be up to date with
such forces worldwide in order to be
able to make the right decisions.
This generally includes legal factors
such as:
 Copyright law

 Employment law

 Fraud law

 Discrimination law

 Health and Safety law

 Import/Export law

Social and cultural forces

Finally, it is crucial to understand that the product that you bring to
the market can have a strong impact on society. For example, your
production needs to eliminate every practice that is hazardous to
society, and show that it is socially responsible.
There is a wide variety of social and cultural factors, some of them
being:
 Purchasing habits

 Level of education

 Religion and beliefs

 Consciousness about health issues

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 Social classes
 Structure and size of a
family
 Growth rate of the
population
 Emigration and immigration
rates
 Life expectancy rates and
age distribution
 Different lifestyles

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TYPES OF CONSUMER BUYING BEHAVIOUR AND
THE CONCEPT OF INVOLVEMENT

Here we are taking a product of P&G i.e. HEAD AND SHOULDER

for explaining the topic.
The Management of PROCTER & GAMBLE once stated:" Our
business is based on understanding the consumer and providing
the kind of products that the consumer wants. We place enormous
emphasis on our product development area and our marketing
area, and on our people knowing the consumer."
The human mind is the most complex entity in the whole universe
as it is very unpredictable how a person would behave in or react in
a particular situation. A person's behavior changes from place to
place and situation to situation or, says it is very inconsistent. The
person when has a need, is willing and able to satisfy the need is
called a CONSUMER.
The consumer would go different ways to satisfy its needs
depending on his social, cultural, family, economic and educational
background. Consumer is the principle a priori of business. The
efficiency with which a free market system of enterprise operates,
depends upon the extent of consumer understanding possessed by
the business community.

A business community that is ignorant of consumer preferences

cannot possibly fulfil its obligations in a meaningful and responsive
manner. So here comes the need to study CONSUMER BEHAVIOUR.
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Consumer Behavior is broadly defined as "the behavior the
consumer displays in searching for, purchasing, using and
evaluating products, services, and ideas which they expect will
satisfy their needs." Consumer Behavior is not only the study of
what people consume, but is also the study of who the consumers
are, why they consume, how often they consume, and under what
conditions they consume.
CONSUMER BEHAVIOUR refers to the buying behavior of ultimate
consumers, those persons who purchase products for personal or
household use, not for business purpose.

This report provides an analysis and evaluation of P&G’s hair care

line, 'Head & Shoulders'. With 'Head & Shoulders' new marketing
campaign, this report analyses the effectiveness of this campaign in
comparison to the ever growing competition of other anti-dandruff
hair care products in the United Kingdom (UK). The report also
provides recommendations for increasing awareness of the 'Head &
Shoulders' brand and how it could stand out among competitors.
The research draws attention to the fact that 'Head & Shoulders' is
a low involvement product that deals with a problem (anti-
dandruff) that is embarrassing for consumers. In the focus groups
held for the analysis, 75% of the participants answered "Head &
Shoulders", when asked "if you were looking to buy an anti-
dandruff shampoo, which brand would you purchase?”
It was also found that in comparison to three other popular anti-
dandruff brands, 'Head & Shoulders' ranked the first among the
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consumers surveyed. In addition, 'Head & Shoulders' is easily
identified by consumers in terms of physical attributes and function
of the product. Plus, 90% of one of the focus groups had a positive
impression of 'Head & Shoulders' products.

It could be found in the world that about 50 per cent of the people
suffer from dandruff once in their lifetime and the brand Head and
Shoulders has able to improve their marketing strategy by
providing proper care to their customers. The main thing for head
and shoulders is the brand endorsement with associated and
robust names that helped them to penetrate the market more
easily for extended and new brands. In India, the hair care industry
is gaining the massive amount of growth, and for this reason, the
competition has become much stiffer than the previous time.

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LATEST MARKETING RESEARCH/TRENDS HAPPENING IN
THE INDUSTRY. USE RELEVANT ARTICLES TO SUPPORT
THIS POINT
(ATTACH AT LEAST ONE BUSINESS NEWS ARTICLES published in year 2020
or 2021)

The most successful marketers have one thing in common.

They find a way to gain an edge over their competitors.
Marketers who can analyse the trends and prepare for the future have the
best chances of setting their companies up for success.
Properly applying these trends to your marketing strategy will improve
customer engagement. Also be able to acquire more customers this year.

These are the top marketing Research/Trends throughout the industry

(2020 – 2021)

1. Live video streaming

Social media platforms paved the way for the live video trend.
Instead of using social media for posting pictures and videos, you now have
the ability to stream live content.

Take a look at how marketing experts are expecting live video to rise over
the next two years:

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If you weren’t using live video to interact with your customers in 2017, it
needs to be a priority for you in 2019.
Studies suggest 80% of consumers prefer watching a live video from a brand
as opposed to reading a blog.
And 67% of people are more likely to purchase a ticket to events like a
concert after watching a live stream of a similar event.

Some of the most popular live video platforms include:

 Facebook live
 YouTube live
 Instagram live

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  Twitter
 Periscope

I like it when businesses use live videos because it gives them a chance to
interact with their audience directly.
You’ll be able to communicate and get feedback from customers in real
time.
Plus, it’s not like your live video is gone forever once you stop streaming.
You can save those videos and repurpose that content in the future.

2. Artificial intelligence (AI)

Artificial intelligence will continue to rise in 2019. If you’ve been to any

marketing conferences or events in the last year or so, you’ve probably seen
at least one session on AI.

AI tools are used to analyse consumer behaviour.

Once the behaviour is analysed, these robots can make decisions according
to how they are programmed.
AI robots can start to take over some basic human roles, which will allow
your team to spend more time on assignments that require actual human
insight.
An example of AI you may be familiar with is a Chabot.
These computer programs can have conversations with your customers.
I’m sure you’ve been on a website where a “customer service
representative” popped up to start an instant message conversation with
you.
That’s an example of a Chabot.

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With artificial intelligence on the rise, marketing executives feel unprepared
for this trend.

Now is the perfect time for you to educate yourself on the use of AI to
improve different areas of your business.
It will give you an edge over your competitors who aren’t prepared.
Get an edge over your competitors by saving your marketing ideas in one
place across all the document apps you use.

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 3. Micro influencers

I’m sure you’re familiar with brand ambassadors and social influencers.
These are people on social media who have relationships with companies
and get paid to promote products on their personal profiles.
It’s a legitimate marketing strategy.
When it comes to social influencing, to be considered a celebrity, one has to
have over 1 million followers.

People with 500k–1 million followers and 100k–500k followers fall into the
macro influencer and middle influencer categories, respectively.
Micro influencers have between 1k–100k followers on social media.
Brands are reaching out to these micro influencers because it’s easier for
people to relate to them.

Let’s be honest,
Not many people can connect with celebrities. Plus, it’s obvious when
they’re promoting something on their profiles.
You may even have doubts that those celebrities use the products they’re
pitching.
But it’s much easier for the average person to relate to a micro influencer.
Why? Well, for the most part, these people aren’t actually famous. They
have normal jobs and live regular lives. But they happen to be popular on
social media.
Take a look at how micro influencers are perceived by consumers:

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In this case, less is more.
Notice the difference in user engagement between influencers with 1k to 4k
followers and influencers with over 100k followers.
Consider finding some micro influencers to represent your company on
social media.
Another benefit of this strategy is the cost.
If you want to partner with a celebrity like Beyoncé, it’ll cost you $1 million
per post.

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That’s absolutely outrageous. But a micro influencer will likely cost you
only $250 – $500 per post. Plus, you can also send them some free stuff to
keep them happy.

4. Content marketing

If you’ve had any marketing success over the past few years, I’m sure you’ve
used content marketing strategies.
Content marketing is still trending upward.
Compared to other factors, content marketing will have the biggest
impact on companies in 2018, according to business executives:

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Rather than coming up with new content marketing strategies, refine your
existing ones.

Make sure your content is relevant and has a clearly defined audience.
Content marketing is great because it’s typically not expensive.
You’ll also see more sales and an increase in customer loyalty when you
properly execute these strategies.

Don’t think you need to focus all your energy on new trends, like artificial
intelligence in 2019.
Continue your content marketing efforts.

5. Generation Z

It seems over the past several years, companies have been focusing on
Millennials. There’s nothing wrong with that.
It’s important to target consumers while they are young so you can try to
retain them for as long as possible.
Every generation has different buying habits.
Millennials have helped shape the marketing trends over the last decade or
so. But now it’s time to put some more emphasis on younger generations as
well.
Generation Z, also known as the iGeneration, Post-Millenials, or the
Homeland Generation are people who were born in the late 1990s to mid-
2000s.
The oldest people in this generation are entering their early 20s.
As they get ready to graduate from college, they’ll enter the workforce,
which means their consumption habits will change.

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A steady job means they will have more buying power.
Companies need to do more research on this generation and find out how
to target them.
It doesn’t matter what industry your company is in.
Start to shift your focus toward Generation Z this year.
I’m not saying you should abandon your approach with Millennials or
Generation X, but just recognize there is a fresh market for you to target.
Find out how they spend their free time. For example, look at how
active Generation Z is in sports compared to the general population:

Even if your company doesn’t make sporting equipment, you can still use
this data for your marketing strategy.
You can focus your Generation Z marketing campaigns around physical
activity or athleticism. That’s just one example.
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Do your research, and find out what Generation Z wants and how they
consume information. That’s the key to acquiring these consumers.

6. Consumer personalization

You need to give your customers a personalized shopping experience. That’s

one of the best ways to increase engagement and sales.
It’s what your customers want.
In fact, 75% of consumers prefer retailers that use personalization to
improve their shopping experience.

Encourage people to create a customer profile on your website or mobile

application.

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That way, you can monitor their habits and give them special offers based
on their browsing pattern or previous purchases.
This is absolutely essential for companies who have an ecommerce website.
Personalization tactics make it easier for you to upsell and cross-sell to your
customers.

Ultimately, this means you’ll make more money without spending much.
It’s cheaper to target your current customers than it is to acquire new ones.
You can also send personalized email messages to your subscribers.
Email personalization can improve your conversion rates by 10% and
increase click-through rates by 14%.

If you personalize the subject line of an email, there is a 26% greater chance
of the recipient opening it than if you don’t.
Numbers like this are too good to ignore.
Those of you who weren’t using personalization in 2017 need to start doing
now.

7. Privacy protection is more important than ever

People are worried about their privacy. Marketers need to start using
privacy protection as a selling point.
Let your customers know how you are protecting their information.
Over 143 million Americans were affected by the Equifax breach in 2017.
That’s scary. It’s especially scary since the company is a consumer credit
reporting agency. If your information isn’t safe with them, where is it safe?
This event has consumers on high alert.

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They may be hesitant to do things like entering their credit card information
online fearing they could become victims of credit card fraud.
How can you make consumers feel safe?

There are certain things you can do to add credibility to your website.

 display all your security badges

 provide up to date contact information
 add customer reviews and testimonials
 make it easy to navigate
 have fast-loading pages
 make sure your checkout process is secure

All of this will make customers feel safe when they’re shopping.
If your company appears sketchy or untrustworthy online, it’ll be difficult
for you to get lots of sales.

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 8. LinkedIn will continue to lead the way for B2B marketers

While B2C companies will have better luck using social media platforms and
email marketing tactics to connect with their clients, B2B marketers have to
focus on their LinkedIn presence.

Look at these numbers, over 90% of B2B marketers say LinkedIn is the most
effective platform for lead generation. If you’re in the market for new
customers, LinkedIn should be the first place to look. Connecting with a
potential client on LinkedIn increases the chances of them buying from you
by 50%.

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I expect these trends to continue. Beef up your LinkedIn presence if your
company operates on a B2B revenue model.

9. Interactivity

Your company needs to focus on interactivity, especially when it comes to

email marketing.
Contrary to popular belief, email marketing is far from dead. But you can’t
just keep sending out the same boring emails over and over again and
expect to get different results.
Interactive emails improve engagement with your subscribers.
In 2017, interactivity was a top email marketing trend.

But that wasn’t a fad.

This trend will continue.
Here are some of the best ways
to incorporate interactivity into
your email marketing
campaigns:
 use real-time marketing

 add surveys, polls, and

reviews
 include videos

 add menus for easy

navigation
 use GIFs instead of pictures

 add live shopping carts

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If you saw success with interactivity tactics in 2017, continue to use them in
the new year. And if you haven’t tried them yet, it’s not too late to jump on
board.

Conclusion

Staying up to date with the latest marketing trends is a recipe for success.
The best marketers look toward the future to predict consumer behavior.
If you can identify trends and make applicable changes to your marketing
strategy, it will give you an edge over your competition.
After extensive research, I came to the conclusion the above trends will
have a major impact on the success of your brand.

You can read the whole article written on trends here-

The Top 9 Marketing Trends to Look for in 2021 (quicksprout.com)

And Top 31 Digital Marketing Trends in 2021: Latest Trends You Must Know-
2021's Top 31 Digital Marketing Trends You Must Know | IIDE

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SELECTE ANYONE BRAND OF THE COMPANY AND
ANALYZE IT’S STP STRATEGY

Procter & Gamble popularly known as P & G has emerged as a leading player
in the developed countries contributing 65% of its net sales. It is currently
operating in 6 business segments which are further categorized as retail and
corporate. Like any other FMCG company, Procter & Gamble uses a mix
Of demographic, geographic and psychographic segmentation variables.

Differentiation targeting strategy is used by P & G to make the specified

product available to the particular customer.

Product based and value-based positioning is used by P & G to create the

right set of imagery stimulus in the mind of the consumer.

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Competitive advantage in the Marketing strategy of P & G –

Strong product line:

Procter & Gamble have a strong presence with a large number of brands
within each product categories such as Healthcare products, grooming
products, fabric care & home care, Beauty products and baby & family care
products.

Market Presence:
P & G as of now sells its products in more than 180 countries through it fully
owned business units or joint ventures. With such as large presence,
company’s distribution network has been successful in making its products
available to remotest areas of the regions.

BCG Matrix in the Marketing strategy of P & G –

Being present in 5 lines of businesses with large SKU’s (stock keeping unit) is
helping the company in being competitively ahead of its competitors.
It’s grooming products, fabric & home care and beauty products star in
the BCG matrix while the other two i.e. health care and baby & family
business segments are a question mark in the BCG matrix.

Distribution strategy in the Marketing strategy of P & G –

Handling end to end distribution channel through its own resources or

through the third party has helped the company to make its products
available in the market. P & G is investing in building more flexible, agile and
faster distribution network so as to align its inventory management system

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with those of channel partners. It makes its products available in the market
through distributors, resellers, retailers, e-commerce sites etc.

Brand equity in the Marketing strategy of P & G –

Whether through CSR activities or advertisements or positive word of

mouth, P & G has been successful in creating high awareness among the
customers worldwide. Engaging with customers on the first moment of
truth i.e. when customers look for a product and the second moment of truth
i.e. when the customer uses the product has helped the company in co-
creating the products as per the market.

Competitive analysis in the Marketing strategy of P & G –

P & G is facing competition across the globe from the companies with similar
offerings and various private label players affect its businesses. The main

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factors on which companies in this industry compete are quality, distribution
network reach, product portfolio, SKU’s and many others.

Market analysis in the Marketing strategy of P & G –

Companies working in FMCG industry are facing tough competition from

local, national and international players. This industry in itself faces several
risks like government regulations, natural calamities, supply & demand side
risk and risk associated with the stakeholders of the business which can affect
the way company is functioning.

Customer analysis in the Marketing strategy of P & G –

Customers of P & G is Pop & Moms store, drug store, departmental stores,
supermarket chains, distributors and e-commerce companies. P& G works
collaboratively with their customers to enhance and enrich their customer
experience

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STP- SEGMENTATION, TARGETING AND POSITIONING OF HEAD &
SHOULDER

SEGMENTATION TARGETING POSITIONING

• Geography- • Targeting involves • communicating

counttry, state,city deciding which of how youe brand is
• Demoghrphy-age, the segments you different from the
gender,income group have idetified is competing brands.
• psychographic- themost attractive.
personality,attitude,o • Identify target
pinions,activities,life audience with the
styleinterest help of our unique
• Behavioral- selling point.
loyal,festival,occasio
nally

STP OF HEAD & SHOULDERS

TARGET GROUP

SEGMENT higher middle class

POSITIONING
Anti dandruff people who are brand Removing
segment with smooth conscious, early dandruff and
hair adaptors and who nourishing hair
care about the
overalln healthof
their hair

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There are Psychological Theories that help us to understand
and predict the effect of all external and internal factors on a
consumer.
External factors include Culture, Society, Reference group and
family etc. Internal factors comprise in a consumer mind and
how consumers leaning, memory, attitude, personality,
lifestyle and motivation levels effect consumer behaviour.

What would initiate a buying process and how a buying

decision would end is all covered under the study of consumer
behaviour. This all further helps relate product / service, price
and promotion etc. with consumer behaviour. Thus
organisation can place marketing mix so as to propagate their
product/services.
The present study on SHAMPOO is also trying to find
Consumer Perception about different features of Shampoos
and how Price, Environment, Packaging. Quantity, Easy
Availability and Variety are affecting the sale of Shampoo's.

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Segmentation, Targeting and Positioning of Head &
Shoulders

Head & Shoulders is implemented on a niche market.

Therefore, the company cannot reach all the consumers on
the shampoo market, and convey its marketing message to all
consumers with the same efficiency. It is in the brand best
interest to identify the consumers that are the most likely to
buy the product and generate the maximum profit.

Therefore, the marketers identify and select several market

segments in order to develop adapted marketing campaigns
for each of them. The consumer’s segmentation groups the
consumers according to specific criteria’s (demographic and
economic criteria’s, preferences and consumption habits.)
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Thus, four types of segmentation can be distinguished:
Geographic, Psychographic, Demographic and Behavioural.

Segmentation –

Geographic
The first segmentation type is geographic. Geographic
segmentation is a process of making groups of customers
based on where they are located in the world. Head and
Shoulders created geographic segments in order to focus on
a specific area. The marketers can improve the rent ability of
the marketing campaign and product features by matching
the strategies to the customers of different regions, cities and
countries.
Moreover, the segmentation of the target market
geographically helps to identify where the consumers or more
buyers of a specific product are located. It also allows the
company to adapt their promotion to different scale of
population such as local, national and international
customers according to their preferences.
The geographic segmentation also allows differentiating the
specific needs of rural and urban customer towards the same
product.

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Demographic
Adults and children up to 2 years of age—Use once a day as a
shampoo on the scalp at least two times a week; however,
may be used every day. Apply to wet hair and leave on the
scalp for several minutes or massage into scalp vigorously
before rinsing. People exhibit many more lifestyles than are
suggested by the seven social classes. People's product
interests are influenced by their lifestyles. In fact, the goods
they consume express their lifestyles.
Marketers are increasingly segmenting their markets by
consumer lifestyles. Companies making cosmetics, alcoholic
beverages, and furniture are always seeking opportunities in
lifestyle and income segmentation. Its available in market
easily and in a reasonable price and on3 can buy it easily.

Psychographic
In psychographic segmentation buyers are divided into
different groups on the basis of lifestyle and \ or personality.
People within the same demographic group can exhibit very
different psychographic profiles. These psychographic bases
are often difficult to measure, but they offer potential
rewards in terms of providing management with a more

63
relevant basis for differentiating between segments of a
market.

TARGETING-

The target market for H&S are the higher middle class people
who are brand conscious, early adopter and who care about
the overall health of their hair. H&S targets the people of
middle age men (in the beginning) having scalp and dandruff
problems. At the initial period of its marketing strategy, it
showed advertisement which shows the facts with only one
use of the product, the shampoo gives almost 100% relief
from shampoo.

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It introduced many other features like menthol, volume
boost, and hair-fall therapy for the college going youth and
young professional with hair conscious. H&S took the
advantage of physiological mentality of this user group with
adopting ads where prominent actors were used.

POSITIONING-

H&S is positioned as anti-dandruff product which clear flakes

with one wash. As the market leader it has successfully
acquired the niche market of anti-dandruff segment. The
effective distribution channel and deep penetration in the
rural market has boosted up the sales in past year making it a
leader.
According to annual report of H&S 2011 the quote states
"H&S was relatively small, primarily north American brand a
decade ago. We invested in combination of marketing and
product innovations and began to expand the brand globally.
Since then we have more than tripled sales and H&S is now
the largest shampoo brand in the world.

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THANK YOU

CREDITS
SHRUTI VISHWAKARMA – COVERED TOPICS 1-7
SAMAPIKA LENKA – COVERED TOPIC ONLY 5TH AND 7TH

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