SUMMARY

The Procter and Gamble Company (P&G) flaunts billion-dollar brands for home and wellbeing.
The world's biggest producer of shopper bundled merchandise separates its business into five
worldwide sections that include its huge arrangement of hair, skin and individual, oral, family,
ladylike, texture care, prepping, and infant care product offerings. Almost 35 brands incorporate
Bounce, Crest, Gillette, Pampers, Pepto Bismol, Puffs, Old Spice, Swiffer, and Tide. Texture and
home consideration is P&G's driving item classification, representing about 33% of deals. The
organization sells items in 180 or more nations, despite the fact that the US is its biggest market.
Procter and Gamble has many competitors but it has maintained its reputation all through the
years. It is mostly due to the fact that it works for its employees development and growth. It has
focused on providing quality products to the customers as well as nurturing the employees to
create innovative products.
There are sure Vision and Mission of P&G set somewhere near the organization. P&G intends to
give the significant and marked items to the client. It's vision is to make a name for an
organization for the most ideal decision of the shoppers.
P&G used different theories to motivate the employees. It has focused on fulfilling the basic
needs of the employees. It has focused on creating specific challenging tasks to create motivation
in the employees which will lead them to satisfaction.

GROUP MEMBERS
Ghulam Muhammad (20201-27686)
Abdul Ahad (20201-27556)
Abdul Moiz (20201-28798)
Dua Ishtiaq (20201-28848)
Syeda Manahil Amin (20201-28259)
Muhammad Anas Habib (20201-28929)

TABLE OF CONTENTS

INTRODUCTION
STRATEGIC PLANNING PROCESSES
PAKISTAN OPERATIONS
OVERVIEW OF HAIR CARE AND (Head and Shoulders)
LEVELS OF PRODUCT
CLASSIFICATION OF CONSUMER GOODS
COMPETITOR’S ANALYSIS
SWOT ANALYSIS
SEGMENTATION
TARGETING
POSITIONING
PRODUCT MARKET EXPANSION STRATEGY
HEAD AND SHOULDERS MARKETING STRATEGY
AT WHAT STAGE CAN WE CLASSIFY HEAD AND SHOULDERS IN THE PRODUCT
LIFE CYCLE?
PRODUCT PORTFOLIO OF P&G
BRAND DEVELOPMENT STRATEGIES
PLACE AND DISTRIBUTION STRATEGY
PRICING STRATEGY
PROMOTIONAL STRATEGY
SURVEY RESEARCH
RESEARCH BASED CSR ACTIVITY
COMMUNICATION PLAN
STORYBOARD
 INTRODUCTION

This report is conducted on a consumer goods company Procter and Gamble regarding their
operations in Pakistan. In this report the factors that run their brand on the basis of strategic
objectives are discussed. P&G needs a proper marketing plan in order to have better insight of
their business dealings, status, growth, sales, etc. In this report we have discussed their specific
product in order to execute its marketing and other plans.
We undergo the process of extensive research to have up-to-date information about market
requirements, to develop successful strategies, competition and action programs. This research is
done by the group of highly skilled people who gather and assess information to identify the key
issues of branded product, customer needs and demands, etc. Through these researches we
targeted, segmented, differentiated and positioned the product. This plan shows how we portray
the product through lifecycle stages. After this, we have discussed the product mix.
After that we have demonstrated how P&G has done its brand development with the existing
place, price and promotion since its inception. We have conducted a small survey to understand
what customers think about this product which comprises the CSR activity.

INTRODUCTION TO PROCTER AND GAMBLE

Procter and Gamble is a consumer goods company founded by William Procter and James
Gamble in 1837. It is a company which focuses on providing quality goods to the consumers all
around the world. It specializes in a wide range of consumer health, and personal care and
hygiene products. The company has shifted from generic demographics to smart audiences.

HISTORY OF PROCTER AND GAMBLE

In the modern world, Procter and Gamble is considered as one of the best in the business.
However, it has come a long way since 1837.
Both brothers in law started a small company which is now an example of success. In 1879, the
company produced the Ivory soap which gained popularity in the public. In 1890, the soap
business grew into a varied product lineup of more than 30 different soaps. In 1915, the company
took a leap and opened its first production outside of the US.
However, in 1920 due to the invention of the light bulb, the candle market went down forcing the
company to eliminate candle manufacturing. The company started to focus more on innovation.
P and G continued to create various products in different categories. The astounding product was
the disposable Pampers diaper, created in 1961, which became the fastest growing brand.
Over the years, Procter and Gamble has increased its sales and profit mostly due to the fact that it
focused on innovation and employee development.
FEW BRANDS OF P&G
● Ariel (laundry detergent)
● Gillete (shaving)
● Olay (beauty product)
● Pampers (disposable diapers)
● Head and Shoulders (hair care)
● Tide (laundry detergent)

STRATEGIC PLANNING PROCESSES

MISSION
A mission of a company means the goals, business and objectives of the company. The mission
of P&G is to provide valuable and branded products to the consumers. It desires to improve the
lives of the world’s consumers by providing the best products and services.

VISION
A vision of a company means the company’s desired outcome linked to the goals which it wants
to achieve. Procter and Gamble wants to create a name as being the best choice of the
consumers. It wants to be recognized as the world's finest Products and Services Company.
 PAKISTAN OPERATIONS

The operations of P&G in Pakistan as shown above, in which the Chief Executive Officer (CEO)
and senior vice president is Sami Ahmed. After that we have Maria Siddiqui, Chief Financial
Officer (CFO) and senior director. Under her we have Brand Director of Haircare is Fahad
Saleem, Brand Director of Fabric Care is Jaffer Hashim, Brand Director of Baby Care is
Khurram kidwai. Under them we have perspectives such as Brand Manager of Head & Shoulders
is Ramsha Khan, Brand Manager of Ariel is Muhammad Usama and Brand manager of Pampers
is Hira Modan.

STRATEGIC BUSINESS UNIT (SBU)

A strategic business unit or SBU works as an autonomous element, yet it needs to report
straightforwardly to the central command of the association about the situation with its activity.

SBU’s OF P&G:
● Hair care (shampoo and conditioners)
● baby care (pampers)
● skin care (face-wash and face-creams)
● Fabric care (detergents)

BOSTON CONSULTING GROUP (BCG)

A growth share matrix which is a planning tool that uses graphical representation of a company’s
product and services in an effort to help the company in what they should sell, keep and invest.
It is a 2x2 matrix, in which y-axis represents the rate of market growth and x-axis represents the
market share.
The BCG matrix has four characteristics, known as, Dogs, Cash Cows, Stars and Question mark.
Each will be discussed with our product line “Hair Care”.
● Dogs: A company’s product has a low market share and a low growth rate. So, the
“Clairol Touch of Yogurt Shampoo” was the dog of P&G. It didn’t generate much cash
for the company.
● CashCows: A company’s product has a low growth rate but high market share. So, the
“Head and Shoulder” is the cash cow of P&G. It is available in the market but it hasn’t
innovated much. Research shows that this product only focuses on dandruff problems.
● Stars: A company’s product has a high market share and a high growth rate. So, the
“Pantene Pro-V” is the star of P&G. It is recognized in the whole world and its steady
growth in emerging markets has helped the company to derive this segment.
● Question mark: A company’s product has a high growth rate but low market share. So,
the “Pantene” is the question mark of P&G. It consumes a large amount of company
resources but it isn’t much available in the market.

OVERVIEW OF HAIR CARE AND (Head and Shoulders)

Hair is an incorporated framework with an unconventional compound and actual conduct. It is an
intricate design of a few morphological segments that go about as a unit. The hair shaft of warm
blooded animals is isolated into three primary districts: Cuticle, cortex and medulla. Hair care is
a general term for cleanliness and cosmetology including the hair which develops from the
human scalp, and less significantly facial, pubic and other body hair. Hair care schedules contrast
as per a person's way of life and the actual qualities of one's hair. Hair might be shaded,
managed, shaved, culled or in any case eliminated with medicines like waxing, sugaring and
stringing. Hair care administrations are offered in salons, barbershops and day spas, and items
are accessible monetarily for home use.

P&G’s hair care product, head & shoulders shampoo is specially formulated with deal with both
the symptoms and cause of dandruff. This is made possible due to zinc pyrithione, which
research has shown to be among the most effective ways of dealing with dandruff. By 1982, it
was the "number one brand" of shampoo, and it was noted that no one hair care brand gets so
many ad dollars as Head & Shoulders, a twenty year old brand, and no other brand matches its
sales, despite it being a "medicated" shampoo. The brand has been marketed under the tagline,
"You Never Get a Second Chance to Make a First Impression '', and their every launch of
variants go in alignment with the tagline and promised need.

LEVELS OF PRODUCT
There are three levels of product which are defined as,

● CORE CUSTOMER VALUE: The Head and Shoulders provides the anti-dandruff
shampoo which is a basic need for the customer because everyone has different hair style
either its wavy or straight, dandruff remains constant. By providing the anti-dandruff
shampoo, it means you will have strong and healthy hair.
● ACTUAL PRODUCT:
1. Quality: The quality level of the item is fulfilled on the grounds that when we get
some information about quality then we find the solutions that eliminate dandruff
in a couple of days. so we could reserve the privilege to say that P&G is giving
the best quality item to its clients.
2. Brand Name: As we are targeting the youth of our generation so the brand name
is best a direct result of its targeted section.
3. Features: As it is accessible in various flavors like menthol, plain, smooth dark,
and so on. Its center reason for existing is to eliminate the dandruff yet giving the
additional highlights, can increase the value of client administrations.
4. Design: Designing should be in the courtesy of client need. The plan of head and
shoulders is acceptable in light of the fact that it is accessible in family packs and
furthermore in portable size.
5. Packaging: The packaging of head and shoulders is in all shapes and sizes and
furthermore it is accessible in the little sachet that should save it from the germs
and other natural components and it likewise draws in the clients in view of its
various tones.
 ● AUGMENTED PRODUCT:
1. Delivery And Credit: The head and shoulders is accessible using a loan where it
has the interest and where to put it.
2. Installation: The Installation of this item is the conveyance of this item to the
market since it doesn't charge any additional penny and this is an additional
element of it, as P&G has their sellers in each locale level.
3. Warranty: The item could be changed on the off chance that it is lapse in the
shop and it is a significant office given by the P&G.
4. After Sale Service: This service hasn’t been provided.

CLASSIFICATION OF CONSUMER GOODS

Consumer products are those products that are bought by the final customer for consumption.
There are four types of consumer products,

● CONVENIENCE PRODUCTS: These products are low priced and are easily available
in the market so that consumers buy frequently. These are widely distributed so that
consumers can find without any planning or search effort and buying effort.
● SHOPPING PRODUCTS: These products are high priced and aren’t easily available in
the market as compared to convenience products. Consumers invest a lot of energy and
exertion in social occasion data about the item and buy the item after a cautious thought
of value, quality, highlights, style and reasonableness.
● SPECIALITY PRODUCTS: These products are high priced branded products or
services that have unique features and consumers might feel that this item is better than
any remaining contending brands as to its highlights, quality and thus will follow through
on a significant expense for the item.
● UNSOUGHT PRODUCTS: These products are not very known to consumers or if they
know then they don’t think of buying that item. In such a circumstance the advertiser
attempts forceful promoting, individual selling and other showcasing exertion. The item
stays unsought until the customer gets mindful of them through publicizing

So, our product head and shoulders lie in the category of “SHOPPING PRODUCT”, because it
is easily not available in the market and its price is relatively higher than other shampoos.
Consumers have to seek it because it has a unique feature of “ANTI-DANDRUFF” with
variations, for instance, Anti-Hair Fall Anti-Dandruff Shampoo, Smooth and Silky
Anti-Dandruff Shampoo, etc. Head and Shoulders is a brand which provides value to consumers
because of its quality.

COMPETITOR’S ANALYSIS

Competitive analysis in marketing is the analysis of the strengths and weaknesses of the
company’s competitors present in the market. Procter and gamble consumes its place in different
markets. In particular if we talk about hair care, it has maintained a positive image in the market.
However, it has many varying competitors. Unilever’s Clear shampoo stands tall next to P&G’s
Head and shoulders in the sector of anti-dandruff shampoos. CLEAR is an anti-dandruff
shampoo that goes under its parent company Unilever. It is especially designed for both men and
women offering varying features to its product. It has been positioned as the shampoo that
guarantees zero dandruff and leaves the hair feeling fabulous. It is available in 5 different
variants for different types of hair needs. CLEAR has partnered with the world’s leading
dermatologists from the International Academy of Dermatology (IACD) and has brought the
New CLEAR with Nutrium 10 to its consumers. Clear uses heavy investments too on its
promotional campaigns hiring celebrities and professionals. It has a low market share in the
anti-dandruff shampoo segment as compared to Head and Shoulders. Unilever has done multiple
branding of the shampoo with changing names such as– Clinic Special to Clinic All Clear to
‘Clear’ at present which confuses the customers and can lead to questioning the brand’s own
unanimity. Clear shampoo doesn’t have a strong consumer market i.e. its position in the market
isn’t as successful as Head and shoulders.

SWOT ANALYSIS
SWOT Analysis is a strategic planning process to list down the company’s strengths,
weaknesses, opportunities and threats. It helps to understand the company’s strengths and to
uplift them and polish them in a better manner. It helps to identify the weak points which may
hinder the company’s progress. It helps to analyze the threats and opportunities that may be
present in the environment.

● STRENGTHS:
1. Head and Shoulders has many products which it offers in different sizes to meet
customer’s needs.
2. It has been successful in creating customer’s loyalty towards the brand over the
years.
 3. It has a clear positioning as a daily usage dandruff shampoo that doesn't lead the
customers towards confusion about the product.
4. Head and shoulders offers different variants such as mint, lemon and cool menthol
which helps to delight the customers and avoid boredom.
5. Due to the strong financial status of PnG Head and Shoulders has a strong
financial position.
6. It has a large network for distribution worldwide.

● WEAKNESSES:
1. It is necessary to use it consistently because if the customers stop using it the
problem recurs.
2. As the trend of organic components is increasing, Head and shoulders is facing a
backlash as it uses many chemicals for its product formation.
3. Head and Shoulders has been back in the race in terms of creativity in its
promotional activities.
4. Head and shoulders isn’t as much as popular in the rural sector as it is in the urban
sector.
5. It has a higher price in comparison to its competitors.
● OPPORTUNITIES:
1. There is a huge market potential and this gives it a chance to bring forth new variety.
2. There isn’t much market offering in hair care for men so this opens a door for the brand
to introduce new product lines.
3. As due to increase in pollution and awareness, more people have started consuming
shampoos.
● THREATS:
1. It has an increasing high competition with Clear shampoo of Unilever which is offering
more creative campaigns.
2. It has a threat from new entrants into the market.
3. Consumer’s behaviors are also changing with more focus towards organic products.
4. The fluctuation in the economy due to the pandemic has also reduced the sales.
5. Increasing wages of labor is also increasing the costs of the production.

SEGMENTATION
Segmentation means to divide the market into different segments.
Head and shoulders divides the market segments on the basis of demography, geography, culture
and lifestyle. Demography comprises age, gender and economic conditions. Culture comprises
social values and norms associated with a society. Geography means the locations and density of
populations in different parts of the world. Lifestyle means all the activities, interests and
opinions which customers have.

TARGETING
Target market means the market segment for which the offering will be designed and produced
for.
Head and Shoulders focuses on upper class, upper middle class and middle class. It focuses on
males mostly and in particular middle aged men who face dandruff. It also targets people who
are early adopters and innovators. It targets the customers who have a stronger social network,
through its appealing and self-awakening advertisements. It also provides its offerings towards
densely populated areas to gain a better margin of profit.

POSITIONING
Positioning means the place a product occupies in the minds of the customers compared to
competitor market offerings.
Head and Shoulders has been positioned as an anti dandruff shampoo that helps to eradicate
dandruff as well as provide shiny and healthy hair. It is positioned as a quality provider at a fairly
reasonable price. With its promotional campaigns, it has created knowledge in the minds of the
customers, which has increased their liking and preference and ultimately leading to the
purchase. It has been able to differentiate itself from other shampoos by the introduction of a new
element Zinc Pyrithione which helps to completely treat dandruff and looking after skin hygiene.

PRODUCT MARKET EXPANSION STRATEGY

Product market expansion strategy comprises an expansion grid called the Ansoff Matrix which
contains 4 varying marketing strategies. They are as following

MARKET PENETRATION
It means to be present with an existing product in an existing market.
MARKET DEVELOPMENT
It means to introduce the existing product into a new market.
PRODUCT DEVELOPMENT
It means to introduce a new product into an existing market.
DIVERSIFICATION
It means to introduce a new product into a new market.

HEAD AND SHOULDERS MARKETING STRATEGY

Head and Shoulders uses a “Market Penetration” strategy.
This is the consistent expansion strategy which the brand has been using over the years. It has
been targeting the same audience or the target market and providing the same product since its
inception. Increased market share is a common marketing objective of PnG for using this
strategy. It uses its creative advertisements which change with the change in lifestyle and trends
of society. It has expanded its distribution network worldwide by placing its brand in more
outlets, stores and locations.
Changes have been made in the design of the product since its inception. In the initial years the
size was small and the bottle had an old packaging design. In the modern times, it has a new
variant style in alignment with the aesthetic appeals.
 AT WHAT STAGE CAN WE CLASSIFY HEAD AND SHOULDERS IN
THE PRODUCT LIFE CYCLE?
It can be said that Head & Shoulders can be classified at the maturity level of the cycle because
the company’s sales are at the peak and Head & Shoulders has already reached widespread
acceptance in the market and has led the company to enjoy great profits. Head & and Shoulders
was launched in November 1961.It with the magic ingredient to solve the problem of dandruff, at
that particular time, Head & Shoulders was at the introduction stage of the product life cycle.
Attracting the customers from their magic ingredient to solve the problem of dandruff, Head &
Shoulders became successful in engaging the customers and laying the foundation of loyal
customer base because the customer’s need to remove dandruff from their hair was key
component that other shampoo companies were not able to resolve at that time, at this level Head
& Shoulders was the growth stage of Product Lifecycle after which they came up with different
variants as well to fulfill the different needs of customer. Their growth has now enabled them to
move at the maturity stage, as the product is now well known and has reached a lot of potential
customers with the achievement of brand loyalty.
 PRODUCT PORTFOLIO OF P&G
P&G products have made a name for themselves by combining “what’s needed” with “what’s
possible”—making laundry rooms, living rooms, bedrooms, kitchens, nurseries, and bathrooms a
little more enjoyable for over 181 years.
● Hair Care (shampoos, conditioner, hair styling)
● Fabric Care and Home Care (dishwashers, detergents, air freshners)
● Baby Care (diapers)
● Skin Care (face washes, deodorants, face creams)

1. FOCUSING ON THE HAIR CARE SEGMENT

PRODUCT PORTFOLIO OF P&G’S HAIR CARE SEGMENT:
P&G offers a variety of products under their hair care segment with all sorts of categories in
order to satisfy the different needs of different customers.
● Shampoos (Head & Shoulders, Pentene, Herbal Essences)
● Conditioners (Head & Shoulders, Pentene, Herbal Essences)
● Hair Styling and Hair Color (Wella)

2. PRODUCT MIX STRATEGIES

LENGTH DECISIONS:
● LINE EXTENSION: Line extension is when P&G introduces a product with the existing
brand name and existing product category.
P&G has extended their line of Head & Shoulders Shampoo by adding a wide variety of
variants such as Anti Hair Fall Shampoo, Dry Scalp Care Shampoo, Itchy Scalp Care
Shampoo and etc.
● MULTI BRANDING: Multi Branding is when P&G introduces a product with the new
brand name but with the existing product category. For instance, P&G multi brand by
adding pantene and herbal essences in their shampoo category.
● LINE STRETCHING: P&G caters to segments that are both upper and middle classes. For
instance, head and shoulder is more towards the cheaper side of the price, whereas
pentene is more towards the expensive side of the price, but there is not much difference.
WIDTH DECISIONS:
● BRAND EXTENSION: Brand extension is when P&G introduces a product with the
existing brand name but new product category for example, P&G increased their width
by adding a new product category of conditioners with the same brand name such as
conditioner of the same shampoo brand, head and shoulders.
 ● NEW BRAND: New brand name is when P&G introduces a complete new product
category with new brand name. For instance, P&G added a new product category of hair
styling and hair colour with a complete new brand named Wella, which comes in with
hair sprays to hold hair together in order to style them and also comes in with color kits in
order to magically color the hair of consumers.

The depth of the product mix of P&G can be increased by filling the product lines through line
extensions such as by adding new variants and flavours in order to attract the customers and by
multi branding the product category by adding different brands in order to fulfill the needs of
different customers.
The consistency of the product mix of P&G can be increased by adding the product lines through
brand extension such as coming up with different product categories for customers to have a
complete range with the existing brand loyalty and by coming up with an entire different brand
and product category in order to create options for the customers and engage them.

BRAND DEVELOPMENT STRATEGIES

IDEA GENERATION
Idea generation is forming ideas, it encompasses generation, development, and communication
of new thought. For head and shoulders idea generation started in 1949 when John Parran Jr, and
he may have several ideas of what problem to solve for the people.

IDEA SCREENING
In this step the best idea is selected for further product development, selection is done on the
basis of market research. Through extensive research that 1 out of 5 people have dandruff
problems and to solve that problem an idea was screened and John Parran jr had the idea to free
the world from dandruff.

CONCEPT DEVELOPMENT AND TESTING

Concept development is the phase of a product development when a concept is developed in
terms of what resources are required for the product, how well would it do in the market etc.
Here the concept has been developed of making a cream formula to solve the dandruff problem
for people. Then further the idea is tested through groups of target customers to get an insight of
what consumers want and is the product really solving problems for them. The formula was
tested in the laboratory and it showed promising results.

MARKETING STRATEGY
It involves having a target market which in the head and shoulders case was America as P&G
first decided to launch it in America. Then comes the positioning of the product. Initially the
only sole purpose of head and shoulders was to remove dandruff and it was positioned as a
anti-dandruff solution. Initially it was not in the form of shampoo.

BUSINESS ANALYSIS
It involves review of cost, sales and profit that the product is going to provide the company with.
Initially as head and shoulders was created to solve problems it initially incurred cost in testing,
research etc but it had high potential of gaining sales and huge profits in the long run.

PRODUCT DEVELOPMENT
Here the concept is now ready to convert its product form to see the potential of this product in
the market. In 1961 it was given the shape of a product that was not a shampoo initially.

TEST MARKETING
As the product is developed in the previous step now it is tested in a real market. This is done to
get to know the response of customers so that the company could suggest future products. In
1961 it was tested in America and it catered a lot of attention and great response from audiences.

COMMERCIALIZATION
Test marketing incurs relatively low cost then commercialization as going for commercialization
means officially launching your product in the market and providing it to the masses. In
November 1961 its head and shoulders was successfully launched and was ready to be sold to the
masses.

In 1975 it was redesigned as a shampoo which was not only a clinically proven solution to fight
dandruff but had good smell too. Soon it became world’s number one shampoo and still is today.
2002 was the year when through research P&G got to know the root cause of dandruff which was
a fungus Malassezia globosa which was situated in scalps. To fight this root cause they launched
shampoo to help everyone have a healthy scalp and great looking hair as well. With over 500
experts from all around the world are working towards improving head and shoulders shampoos
to the best of their ability and today head and shoulders have several product line extensions
which are doing well in the market and solving problems for many people.

PLACE AND DISTRIBUTION STRATEGY

Being price efficient isn't the only factor for its success and huge market share but in fact it also
has a huge and strong supply chain and logistics network in Pakistan amongst other countries
like Canada, Bangladesh,India e.t.c
It's available from every major mall with grocery stores to a society's smallest kiriana stores
across the country.
The product is sent from the production plant to distributors to whole-sellers to retailers and the
to customers.

PRICING STRATEGY
Head and shoulders by P&G has always used a competitive pricing tactic inorder to retain old
customers and attract new ones because many locally-made and multinational competition in the
market exist.
I.e Bio-amla/life-buoy.
Starting from 3ml sachets that are available at 5rs all the way to 1099/- for 1000ml bottles.
There is a wide range of packaging with respect to size and price which eventually help the
customer decide for themselves which one to buy.

PROMOTIONAL STRATEGY
One of the reasons why Head and shoulders is very popular amongst these countries as already
mentioned is their marketing strategies.
The marketing team at head and shoulders ensure the customer that "they'll be looking better "
after using their product by a number of strategies.
Which is all easily seen through media platforms like tv,radio, Newspaper and now SM too.
They have used anxiety marketing strategies.
But it has reviewed and changed its marketing strategy to make the words bold , confident and
good looking synonymous with the brand.They have emphasized a lot in their advertising
campaigns that dandruff be removed from our hair or how a healthy scalp looks.
Many actors and stars have been used by Head and Shoulders to emphasize how good of a
product it really is but most people from the 2000and 1990s generation mostly associate it with
Shahid Khan Afridi a star cricketer in Pakistan.

SURVEY RESEARCH
We conducted our research using a questionnaire to understand the concept about head and
shoulders in the minds of the general public. We received 23 responses out of which 17
responses came from the males and 6 responses came from females.

Q1: Do you use head and shoulders?

Ans: 17 people have stated that they use the brand Head and Shoulders while the rest don’t

Q2: What hair problems does it solve if you use it?

Ans: 11 people use it to cater the problem of dandruff, 6 people stated that they use it to get a
cool scalp, 3 people stated that they use it to control hair fall, while the rest 3 stated that they use
it to treat dry scalp.

Q3: Since when have you been using it?

Ans: Most people have been using it since the past 2 years, consistently or inconsistently.

Q4: Are you satisfied with it?

Ans: Around 65% of the people are satisfied with it, the rest aren’t.
Q5: What will make you switch to the competitor?
Ans: We asked this question to get a subjective response. We found out that the people were to
think of another brand if Head and Shoulders is ineffective or is unable to fulfill its very purpose
and if its price increases or its quality drops. Secondly, if the competitor offers a better
reasonable price, and a shampoo made up of natural ingredients and is sulfate free only then
people would want to switch.

Q6: Will you buy head and shoulders if they launch organic shampoo?
Ans: 18 people have stated to use head and shoulders if they launch an organic shampoo.

RESEARCH BASED CSR ACTIVITY

Corporate Social Responsibility is an administration idea whereby organizations coordinate
social and natural (environmental) worries in their business activities. Our main objective of
CSR activity is to cater customers. The current pandemic time period has resulted in many of the
consumers to be health conscious and eco-conscious, so we are deciding to use the product line
extension strategy of Head and Shoulders where we are going to launch our new organic
shampoo. Our main target is to use 100% natural ingredients and no sulfate as it is heavily
criticized. Our shampoo bottles are already recycled but introducing this organic shampoo will
help us to create a greater market. Based on our research, the majority of the voters were in favor
when we asked about whether they will buy this shampoo or not. However, this will be a bit
costly to implement but looking at the bigger picture where we will try to capture a new market,
that was initially niche but selling it among the mass market, it will help us to be the trendsetter
and leader. Secondly, the previous criticism that head and shoulders have faced due to their use
of ingredients that are said to be toxic according to research would also be controlled and the
perception that consumers have would also be changed in a much positive manner, while
thinking about both consumers and the environment.
Moreover, this shampoo will be part of our product line for a short period and placed in all of the
retail stores. The packaging of this would be the same except the color, giving it a more organic
look as it would be eye catching for consumers looking at one green row in the middle of all the
other white rows of Shampoo. CSR activity is short term cost with a long term benefit.
Since we are using all the organic ingredients for our shampoo and using the environment, it is
our duty to protect it also. As part of our csr activity we will plant a tree on every sale of 100
bottles of shampoo. This way we have protected the environment and cared for our customer's
health.

COMMUNICATION PLAN

Communication plan refers to deciding and implementing an efficient way to communicate your
message to your target audience and collecting customer feedback. A communication plan is
often made for a target audience as the customers differ in many ways. While designing a
marketing communication organization’s main aim is to make an immediate impact on the
audience. Communication involves nine elements, example is related to the P&G producing a
new product based on a CSR activity.

● Sender is the party communicating the message. In this case it is Procter and Gamble.
● Encoding process to assemble resources to put forth a communication plan. For example
P&G align marketing departments with necessary departments prior to an advertisement
production, or promotions through different communication channels for a new product.
● Message is what the sender transmits. For example advertisements for new products or
social media posts etc.
● Media is communication channels through which the message is communicated to the
audience. For example specific television channels, social media, billboards etc.
● Decoding is what the receiver interprets. For example what the customer interprets by
watching the advertising or promotional campaign.
● Receiver is the party that receives a message i.e the customers.
● Response is the receiver's reaction. There could be hundreds of reactions as every
customer is different.
● Feedback is the part of the reaction communicated back to the sender. For example,
customer feedback through emails, calls etc.
● Noise is unplanned distortion during communication which may hinder in receiver
interpretation. For example if the customer misses key points of advertisement which
may result in error in customer’s interpretation.

1. GENERATE IDEA: Idea generation is the act of forming ideas. It encompasses new
thoughts and communication which becomes the basis of a strategy. We have generated
the idea of conducting a CSR activity to gain the interest of the target market, increase
company good will and to expand the product line of head and shoulders. Idea that we
generated was to introduce a new product with the same brand name i.e head and
shoulders. The product’s positioning is that the ingredients used to produce this shampoo
are natural. Most ingredients used in a shampoo are also hazardous for the environment
but this shampoo is eco friendly as it uses natural ingredients.
2. DECIDING TARGET MARKET: Deciding the target market is the base of any
marketing plan. Not everything is for everyone and deciding a target market gives you a
clear picture of whom to cater so that all your decisions are based on the expectations of
the target audience. Launching a new product with the same brand name means your
target market would be current users of the brands and potential buyers as well. Head and
shoulder is a brand that caters to the general public as shampoo is a product that people
 use for daily purposes. Potential new buyers can be people who only like to use organic
products or are bound to use organic products.
3. COMMUNICATION OBJECTIVES: After deciding a target market for the product
the next vital step is to decide communication objectives. This means communicating to
the audience what purpose the product fulfills. As P&G would launch a new product the
first step is to create awareness and knowledge about the product. Knowing what the
product is and the idea regarding the product is successfully positioned in the minds of
the target market. The next stages are likings, preferences and conviction of the audiences
towards the product. A promotional mix tool is to be used to promote your objective to
your target audience's success. Promotional mix tools may be advertisement, personal
selling, sales promotion etc. If the promotional tool mix works well the customer is now
ready to purchase the product and the product needs to deliver what it promised to the
consumers. P&G’s main objective while launching this product would be to deliver a
product that has natural ingredients and is not hazardous for the environment and the
positioning to be done accordingly and then delivering what the company had promised
through the promotional mix.

4. DESIGNING MESSAGE: While communicating a message to the customers regarding

a product a communicator needs to decide message content that underlines what to say
and message structure and format that answers the question of how to say.

● Message content: Our message content involves emotional and moral appeal to
the consumers. Emotional appeal would relate the use of this product having a
healthy effect on consumer’s hair and moral appeal would be that the consumer
purchasing this product is also doing good for the environment as it prevents land
and water pollution.
● Message structure: Message structure first underlines whether to draw a
conclusion or leave it to the audiences. In our case we would let the audience
decide this would lead more market customers to buy our product and our product
would also fulfill what it had promised so it would also increase our goodwill.
Next deciding factor is to distribute strong arguments. We will try to distribute
strong arguments in such a way that customers are attentive. Third factor is
 whether to present one sided or two sided arguments. It will be in our best interest
to compare the new product with ordinary shampoo to appeal to most people.
● Message Format: Message format underlines illustrations, colors, font size etc.
Designing a message we present our main objective in such a way that it stands
out and communicates to the masses.

5. CHOOSING COMMUNICATION CHANNEL AND MEDIA : Once you have a

message you need to communicate it through different channels of media.

● Mass media advertisement: Advertisement on mass media is one of the most

widely used communication plans and is the best to cater to a larger audience as
every household has a TV installed in their homes and people actively use
television even in this digital era. Deciding advertisement timings is also a key
factor to penetrate in the market with your idea and product. Employing known
faces in our advertisement would cater to the masses and advertisement timings
should be aligned with the trending TV shows to have greater attention.
● Social Media: Social media is known to almost everyone today. Every age group
is on social media scrolling and messaging constantly. Advertising our product
according to the social media trends would help us reach a larger audience.
Communicating our idea through social media platforms such as YouTube,
Facebook and Instagram would bring our product to the knowledge of a wider
audience. Through social media we could also interact with our potential
customers through stories, posts etc.

Content marketing: Content marketing means marketing your product to

through blogs, vlogs, and social media celebrities. Nowadays many people aspire
to become a social media star and they admire social media stars as well. Having
a social media celebrity promoting and recommending our product to his audience
through blogs, vlogs, social media posts etc would be in our best interest. We will
also send PR packages to bloggers on Instagram and Facebook to enhance public
relations and they will review our product which will increase our Goodwill.

6. SELECTING MESSAGE SOURCE: When a person with high credibility is the one
who endorses your product it will appeal well to the market. We will have celebrities with
high credibility and a greater goodwill to endorse our product also we will have our
message delivered by a trichologist (hair related doctor) to endorse our product as our
 product’s positioning is a natural ingredients product which poses no harm to the hair and
is also environmentally friendly.
7. COLLECTING FEEDBACK: This is the last piece of the puzzle as we have selected
messaging source and endorsed our product to the audience, it is important to collect
feedback from the target market on have they tried the product or not, did the recommend
this product to someone else or getting an insight of how customers perceive the product
on basis of the advertisement and did the product delivered what it promised. We will
have this done through social media as it caters a higher response also having the
customers to fill forms as they make purchases would also be a good idea to capture
response. Collecting feedback would help us predict the future and a CSR activity
employs a lot of resources hence it has a high cost and a new product would not
immediately show results in terms of profit. Getting feedback would give us answers to
questions such as whether to continue this product or to redesign positioning or target
market etc.

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