Services Marketing

Assignment

Submitted by:

Muhammad Amjad BC19-258

Submitted to:
Prof. Mam Hina

Hailey College of Commerce

University
What Is a Marketing Plan?
A marketing plan is an operational
document that outlines an advertising strategy that an organization will implement to
generate leads and reach its target market. A marketing plan details the outreach and
PR campaigns to be undertaken over a period, including how the company will
measure the effect of these initiatives. The functions and components of a marketing
plan include the following:

 Market research to support pricing decisions and new market entries

 Tailored messaging that targets certain demographics and geographic areas
 Platform selection for product and service promotion: digital, radio, Internet,
trade magazines, and the mix of those platforms for each campaign
 Metrics that measure the results of marketing efforts and their reporting
timelines.

Head & Shoulders

Introduction

Head & Shoulders (H&S) is an American brand of anti-

dandruff and non-dandruff shampoo produced by parent company Procter &
Gamble. It was introduced in the United States on 1 January 1961 based in
Manhattan and used the slogan THE AMERICA AND WORLD's NO. 1
SHAMPOO.
Marketing mix

The head and shoulder is mainly a subsidiary of the Procter and Gamble and is
primarily associated with the FMCG sector and the company P&G also offers
other related products for the personal care of human beings. The brand targets
mostly the up [per middle and middle-class people as their targeted customers. As
said by Cohen et al. (2014), the marketing mix will help to provide the complete
overview of the chosen FMCG product and their relative marketing strategies to
gain the enormous amount of popularity from their targeted audience. The
marketing mix of head and shoulders are:

Product
  The FMCG product Head and Shoulders has able to grab proper trust of
their consumers by providing quality products with the significant number of
promises.  The outcome of P&G is mainly related to the anti-dandruff segment and
also offers excellent care in human’s hair so that they can able to get beautiful and
smooth hair. The products can be used any gender and even some pet animals to
aim a soft and silky hair. As said by Pérez et al. (2013), the head and shoulders
product is also reliable for sensitive, dry and itchy scalp and also getting proper
relief from dandruff which is present in the scalp. The brand has the tremendous
amount of diversity in their product portfolio. Their shampoo products are Instant
Relief Shampoo, Classic Clean Shampoo, Moisture Care Shampoo, Purely Gentle
Shampoo and Citrus Breeze Shampoo.

Place
The Head and shoulders are one of the most popular, and its presence has
been spread all around the world. The brand was able to rise from strength to
strength due to various penetration policies and was prepared to gain several
international markets like United States, United Kingdom, Canada, Bangladesh
and Pakistan.
Price

The brand Head and Shoulder have provided the significant amount of war
in their pricing strategy with other competitors. The company faces the massive
amount of competition from their other competitors and for this reason they always
have to stay updated with their pricing strategies as there are many competitors of
the shampoo products all over the world. 

Promotion
The organization Head and shoulders mainly depend on their marketing
team for providing various strategies for promoting their products to their
customers. The brand Head and Shoulders was able to adopt one of the most
aggressive policies so that they can be very informative and creative for their
customers.