Behavioral Drivers of Bradn Equity - Head & Shoulders in India

IMB 645
BEHAVIORAL DRIVERS OF BRAND EQUITY – HEAD

& SHOULDERS IN INDIA
LOVNEET TYAGI AND S. RAMESH KUMAR
Lovneet Tyagi, Assistant Brand Manager, Kimberly Clark Lever Private Limited, India and S. Ramesh Kumar, Professor of
Marketing, prepared this case for class discussion. This case is not intended to serve as an endorsement, source of primary data,
or to show effective or inefficient handling of decision or business processes.
Copyright © 2017 by the Indian Institute of Management Bangalore. No part of the publication may be reproduced or
transmitted in any form or by any means – electronic, mechanical, photocopying, recording, or otherwise (including internet) –
without the permission of Indian Institute of Management Bangalore.
This document is authorized for use only in Prof. Archana Mahamuni's Consumer Behavior_06/30/2023 at SOIL School of Business Design from Jun 2023 to Dec 2023.
Behavioral Drivers of Brand Equity – Head & Shoulders in India
Head and Shoulders shampoo from Procter & Gamble (P&G) is a world-class brand. The challenge of
entering the Indian market was well-managed by the company when the brand was launched in India. The
brand made progress in India outperforming established brands in the shampoo category. The brand’s
“anti-dandruff” positioning and the manner in which it was executed endeared the brand to the
consumers, to the extent that the brand became one of the leading brands within a short period of time.
The brand’s proposition and the celebrity usage combined well with its expert endorsement. The brand
then faced a situation that many successful brands often face after they become successful: the brand was
unable to grow in terms of its share of the market beyond a point. Although, there may be several factors
associated with the marketing mix elements that could be used to address the situation, the brand
management team, based on its experience, felt that the brand needed to be repositioned. The
repositioning exercise had several risks associated with it. Would the existing positive associations get
affected? With the proposition of “anti-dandruff” strongly entrenched in the minds of the consumers,
what kind of associations can be added? Should they continue endorsement of the brand by celebrities?
The brand management team decided to use insights from consumer behavior and felt such an approach
will enable them to strengthen the brand equity of Head and Shoulders.
The Brand Manager of Head & Shoulders, India, was in a quandary. He had been asked by the Brand
Director of Procter & Gamble, India, to identify the reasons associated with the stagnation of the brand’s
market share and was entrusted with the task of strengthening the brand’s positioning.
PROCTER & GAMBLE INDIA – A BRIEF OVERVIEW
The global fast moving consumer goods giant, Procter and Gamble, started its India operations in 1964,
with the establishment of Richardson Hindustan Limited. In 2017, P&G was one of the largest and among
the fastest growing consumer goods companies in India.1 P&G India served over 650 million consumers
in India.2 The company’s portfolio of brands was spread across the Beauty & Grooming segment, the
Household Care segment, and the Health & Well Being segment. The company progressively brought
several of its flagship global brands into India, making a space for itself in all major Personal Care and
Home Products categories. Over the years, Procter and Gamble demonstrated significant growth in India
and established itself as the 2nd largest Personal Care and Home Products Company in India after
Hindustan Unilever.3
P&G India enjoyed an active presence in 10 retail categories. These categories include Fabric Care, Hair
Care, Skin Care, Health Care, Female Hygiene, Male Grooming, Female Grooming, Home Care, Baby
Care, and Oral Care. In each of these categories, P&G ranked among the top three companies in the
Indian market with a strong portfolio of brands. Some of the iconic P&G brands in the Indian market have
1
Procter & Gamble. (n.d.). P&G is one of the largest and amongst the fastest growing consumer goods companies in India. Retrieved October 21,
2015, from https://www.pg.com/en_IN/company/pg-india.shtml
2
Procter & Gamble. (n.d.). P&G is one of the largest and amongst the fastest growing consumer goods companies in India. Retrieved October 21,
2015, from https://www.pg.com/en_IN/company/pg-india.shtml
3
Malviya, Sagar, ET Bureau. (2014, October 29). P&G pips Nestle, ITC to become India's third largest consumer-products maker. Economic
Times. Retrieved October 22, 2015, from http://articles.economictimes.indiatimes.com/2014-10-29/news/55559095_1_nestle-india-gillette-india-
procter-gamble-health-hygiene
Page 2 of 15
been Tide, Ariel, Gillette, Pampers, Whisper (globally called ‘‘Always’’), Pantene, Head & Shoulders,
Oral B, Vicks, Olay, etc.
The main competitor of P&G in India was Hindustan Unilever Limited (HUL), a subsidiary of the global
FMCG Company Unilever.4 Procter and Gamble competed with HUL in the Fabric Care, Hair Care, Skin
Care and Oral Care categories, with the brands of each company forming the bulk of the sales in each of
these categories. Other main competitors of Procter and Gamble in the Indian market were Johnson and
Johnson (Female Hygiene category), Unicharm (Baby Care and Female Hygiene categories), Colgate
Palmolive (Oral Care category), etc.
SHAMPOO CATEGORY LANDSCAPE – MARKET, CONSUMER, AND TRADE
The shampoo category in India was worth nearly INR 80 billion5 per annum in 2017 ($1 = INR 64,
August 2107). It was highly fragmented with several global and local brands that competed with one
another at the national level as well as the regional level. Within the shampoo category, two companies –
HUL & P&G – controlled over 73% market share.6 HUL controlled over 48.8% market share with its
five-brand portfolio (Clinic Plus, Dove, Sunsilk, Tresemme, and Clear), while Procter and Gamble
controlled 24.2% market share with its two-brand portfolio (Head and Shoulders and Pantene).7 The other
major companies in the market were L’Oreal (with L’Oreal Paris and Garnier), CavinKare (with Chik,
Nyle, etc.), and Dabur (with Vatika). The remaining market was controlled by local brands that had a
strong regional presence in certain geographies of India. The top five brands in the category were Clinic
Plus (HUL), Head and Shoulders (P&G), Dove (HUL), Pantene (P&G), and Sunsilk (HUL).
The penetration of the shampoo category was more than 90% in India.8 The varied consumer
demographic distinctions divided India into several consumer classifications based on age, gender, and
socio-economic class. The most pertinent consumer classification was on the basis of the socio-economic
class (SEC).9 Brands such as Dove, L’Oreal Paris, Pantene, Head and Shoulders, Tresemme, and Clear
4
ET Bureau. (2011, July 01). Can Procter & Gamble be as big as Hindustan Unilever in next five years? Economic Times. Retrieved October 22,
2015, from http://articles.economictimes.indiatimes.com/2011-06-29/news/29717263_1_p-g-home-products-p-g-s-india-largest-consumer-
products
5
Malviya, Sagar, ET Bureau. (2016, October 11). HUL’s share of hair care market just below 50%, say sources. Economic Times. Retrieved
December 1, 2016, from http://economictimes.indiatimes.com/industry/cons-products/fmcg/huls-share-of-hair-care-market-just-below-50-say-
sources/articleshow/54786526.cms
6
7
8
9
SEC’s main aim: To segment consumers based on the education and occupation of the chief wage earner in the household. Marketers were left
with eight classes of urban and rural consumers. As these classes had varying spending habits, it served as a good barometer for companies that
had goods and services to sell.
To read more about SEC, please refer to the following web links from Forbes India and Media Research Users' Council:
 Srivastava, Samar, Forbes India staff. (2012, July 16). New SEC Tool to Help Marketers. Forbes India. Retrieved December 11, 2016, from
http://www.forbesindia.com/article/breakpoint/new-sec-tool-to-help-marketers/33344/1
Page 3 of 15
were ‘‘Premium’’ priced brands which catered to the higher SECs. Mid-priced brands such as Sunsilk,
Garnier, and Nyle catered to the ‘‘Popular’’ segment, while ‘‘Economic’’ brands such as Clinic Plus,
Chik, etc. catered to the lower SECs.10 Even premium-priced brands, in order to cater to the lower SECs,
existed in low-priced stock-keeping units (SKUs), which suited the cash outlay of these consumers. The
presence of these SKUs divided the shampoo market into two distinct packaging forms – bottles and
sachets.
The retail landscape in India was highly diverse. There existed a variety of store formats spanning from
modern trade (hypermarkets, supermarkets, and mini markets) to traditional trade (kirana stores, Mom
and Pop stores, grocers, paan shops, etc.) as well as the pharmacy channels Although, the modern trade
contributed to about 12% of shampoo sales in India,11 the remaining 88% was derived through traditional
trade channels and the pharmacy channel.
SHAMPOO CATEGORY – BENEFIT-BASED SEGMENTATION
In line with consumer needs, all the brands in the shampoo category have designed their propositions to
communicate one of the three main benefits. The three main benefits are:
1. Hair Health and Beauty/Cosmetic Benefit

2. Scalp Health and Anti-Dandruff Benefit
3. Goodness of Natural and Herbal Ingredients
Brands such as Dove, Clinic Plus, Pantene, Sunsilk, Tresemme, L’Oreal Paris, Garnier, etc. catered to the
Cosmetic/Hair Health benefit segment. Head and Shoulders, and Clear catered to the Scalp Health and
Anti-Dandruff benefit segment. Shampoos with natural and herbal benefits have low penetration in India.
The specific benefit articulation of all these brands is listed in Exhibit 1.
HEAD AND SHOULDERS – P&G INDIA’S BIGGEST HAIR CARE BRAND
Brand History
Procter and Gamble launched its flagship anti-dandruff Hair Care brand, Head and Shoulders, in India in
1997.12 Before its launch in India, the brand was already a globally established name in the anti-dandruff
benefit segment in the shampoo category. Launched in 1961, the brand was the highest sold shampoo
 MRUC. (n.d.). New Consumer Classification System (NCCS). Retrieved December 24, 2016, from http://www.mruc.net/?q=new-consumer-
classification-system-nccs
10
The shampoo category is split mainly into three segments — economic, popular and premium — based on price. To read more about economic,
popular and premium segments, please refer to the following web link from Business Standard:
 Gupte, Masoom. (2012, April 09). Segment and rule. Business Standard. Retrieved December 11, 2016, from http://www.business-
standard.com/article/specials/segment-and-rule-112040900058_1.html
11
Malviya, Sagar, ET Bureau. (2015, March 18). Unilever's shampoo brand Tresemme overtakes P&G's Pantene in market share in modern trade.
Economic Times. Retrieved October 23, 2015, from http://articles.economictimes.indiatimes.com/2015-03-18/news/60249509_1_pantene-
shampoo-clinic-plus
12
Head & Shoulders. (n.d.). Head & Shoulders The World leaders in Dandruff and Scalp Care. Retrieved October 24, 2015, from
http://www.headandshoulders.co.in/anti-dandruff/our-story
Page 4 of 15
brand in the world.13 When Head and Shoulders was launched in the Indian market, it was pitted against
the then market leader Clinic All Clear (now ‘Clear’), a brand by Hindustan Unilever. However, in a few
years of the launch, Head and Shoulders overtook Clear as the leader in the anti-dandruff benefit segment
of the shampoo category in India. In 2017, the brand had nearly 15% market value share in the overall
shampoo category in India, while Clear was reduced to nearly 5% market value share.14 With its superior
proposition of scalp and hair health, eight variants catering to the multiple needs of the Indian consumer,
premium tier pricing, SKU range spanning across multiple sizes, and a very strong distribution network,
Head and Shoulders emerged as one of the strongest hair care brands in urban India.
After establishing a sizeable presence in the urban market, Head and Shoulders, in its quest to become the
top shampoo brand in India, started making in-roads into the rural market through the launch of the 5 ml
sachet priced at INR 1.5. This SKU competed with Clinic Plus, a Unilever brand, which was the market
leader in rural India with its 6 ml sachet at INR 1.
Competitors to Head and Shoulder – Clear and Clinic Plus
The two main competitors of Head and Shoulders were Clinic Plus and Clear, both brands by Hindustan
Unilever.
Head and Shoulders competed with Clear (previously known as Clinic All Clear or All Clear) in the anti-
dandruff and scalp care benefit segment. Being the flagship anti-dandruff brands of the two power-house
companies in the Indian Shampoo category, Clear and Head and Shoulders have been competing against
each other since 1997 when Head and Shoulders entered the Indian market. These two brands also
competed with each other on a global scale as the two most preferred brands in the anti-dandruff and
scalp care benefit segment.
Head and Shoulders also competed with Clinic Plus brand in India. The competition between Clinic Plus
and Head and Shoulders is quite unique because an intense rivalry existed despite the fact that they
occupied distinct benefit spaces in the category. Although Clinic Plus catered to the hair health seeking
consumer, Head and Shoulders’ core benefit was dandruff protection. The two brands competed with each
other as the highest sold shampoo brand of their respective mother companies. The competition specially
intensified after Head and Shoulders, which was a premium-priced brand otherwise, launched its 5 ml
sachet at INR 1.5 to make in-roads into the rural market of India. This offering by Head and Shoulders
was in direct competition with HUL’s flagship offering of the Clinic Plus 6 ml sachet in the rural market.
13
Head & Shoulders. (n.d.). Head & Shoulders The World leaders in Dandruff and Scalp Care. Retrieved October 24, 2015, from
14
Pinto, Viveat Suan. (2010, September 25). HUL to again lather at flaking shampoo brand. Business Standard. Retrieved December 23, 2016,
from http://www.business-standard.com/article/companies/hul-to-again-lather-at-flaking-shampoo-brand-110092500050_1.html
Page 5 of 15
Brand Positioning and Communication15
Each brand positions itself distinctly in the minds of the consumer through its marketing activities and
particularly through its communication. This section explores their positioning and communication
choices.
Head and Shoulders
Dandruff being a common scalp problem for both men and women, Head and Shoulders targeted both
men and women who sought a solution to their dandruff problems. With brand claims such as ‘‘Up to
100% Dandruff Free Forever, Up to 95% Less Hair fall’’,16 Head and Shoulders has always maintained a
dual positioning. On one side, the brand demonstrated its product efficacy as an expert anti-dandruff
shampoo, while on the other side, the brand also promised cosmetic benefits.
The salient features of the brand’s communication are as follows.
1. The brand typically employed two legs of communication. The first leg focused on anti-dandruff
superiority via dermatologist testimonials. The second leg highlighted the cosmetic quality of the
brand alongside its anti-dandruff efficacy and showcased a fun and trendy imagery of the brand.
2. The brand’s communication played on how protection against dandruff not only allows people to
have a beautiful scalp and beautiful hair, but also brings them closer to each other.
3. The brand employed Bollywood actors as brand ambassadors for its advertisements, which created an
aspirational appeal, thus further strengthening its beauty/cosmetic appeal.
4. The brand’s communication was highly functional in nature with a strong product story and
demonstration in its advertisements in order to drive home its anti-dandruff efficacy even harder.
Exhibit 2 provides information on the most important attributes desired by consumers in a shampoo.
Exhibit 3 provides information on consumer attitudes towards Head and Shoulders, Clear and Clinic
Plus.
Exhibits 4 and 5 provide sample storyboards of Head and Shoulders from its TV advertisements.
Clear
Clear has always maintained a highly focused positioning of an expert in removing dandruff from the hair
and scalp, and protecting the hair and scalp against future occurrence of dandruff flakes. Its brand claim
such as ‘‘Clear – Nothing to Hide’’ outlined its anti-dandruff properties. The brand does not promise any
cosmetic benefits.
15
As observed and perceived by the authors
16
Head & Shoulders. (n.d.). Head & Shoulders. Retrieved October 24, 2015, from
http://www.headandshoulders.co.in/?gclid=CJyRv8jD4sgCFUYAvAodPjcMMw
Page 6 of 15
Salient features of the brand’s communication are as follows.
1. Targeting both male and female consumers, the drama in the brand’s communication brings out the
claim ‘‘Nothing to hide’’ via a playful interaction between men and women.
2. The brand’s imagery was seductive, stylish and sophisticated, be it via the use of Bollywood actors as
brand ambassadors or via the use of seductive dance moves and music in its advertisements.
3. The brand colors of black and gold complemented the brand’s imagery and further highlighted the
highly aspirational and hedonistic positioning of the brand.
Clinic Plus
Clinic Plus, being one of the oldest brands in India, enjoyed the legacy of having been passed down by
generations of Indian mothers to their daughters. Although, the functional benefit of the brand was ‘‘Hair
strength’’, its emotional positioning employed the mother–daughter relationship as a chassis to drive
home its heritage. With brand promises such as ‘‘Mazboot baal, mazboot rishte’’ (Strong hair, Strong
relationships) and ‘‘Baalon ka girna mana hai’’ (Hair breakage is not allowed), the brand established
itself as a gold standard for strong and beautiful hair.
The brand was targeted at the mass Indian consumers. The salient features of its communication are as
follows:
1. Focused toward women of all ages, the brand’s heritage allowed it to strike an emotional chord with
the consumer by showcasing a mother–daughter interaction as the dramatic element in its
communication, be it via a ‘‘Maa se Mazbooti’’ campaign, a girl child education drive, or a mother–
daughter radio jingle.
2. The brand also has a strong functional message of ‘‘Strong, long and beautiful hair’’ in its
communication which tied in with the emotional set-up of the advertisements. Through the use of an
ingredient story of ‘‘milk proteins’’, the brand tried to convince the consumer of its superiority in
delivering strong hair.
3. In line with its target audience, the brand employed television actors who are easily recognizable to
its target audience. These are typically actresses from popular TV serials.
4. The brand used occasion-based marketing around Mother’s Day to bring out its emotional
positioning.
THE MARKETING MIX – PRODUCT, PLACE, PRICE, AND PROMOTION
Product
Head and Shoulders had nine variants and six pack sizes. The top three variants were Smooth and Silky,
Cool Menthol, and Anti-Hairfall.17 The top-selling bottle pack-size was the 170 ml bottle and the top-
17
Head & Shoulders. (n.d.). Head & Shoulders The World Leaders in Dandruff and Scalp Care. Retrieved October 24, 2015, from
Page 7 of 15
selling sachet pack-size was the 5 ml sachet. Clear had three variants – Complete Active Care, Ice Cool
Menthol, and Anti-Hairfall.18 Its top-selling pack-size was the 170 ml bottle. Clinic Plus had three main
variants – the Health Shampoo, the Naturals Shampoo, and the Anti-Dandruff Shampoo. 19 Its top-selling
pack-size was the 6 ml sachet priced at INR 1.
Price20
The most popular bottle size for each of these brands, the 170-180 ml pack, was priced at INR 135 for
Head and Shoulders, at INR 163 for Clear, and INR 100 for Clinic Plus. Both Clear’s and Head and
Shoulders’ 7.5 ml sachets were priced at INR 3 and the 5 ml sachets are priced at INR 1.5. Clinic Plus had
a 6 ml sachet priced at INR 1.
Place21
All three brands were distributed across all major store formats, be it modern trade (via supermarkets and
hypermarkets) with the bottled packaging form, or traditional trade (via grocers, Mom and Pop stores,
etc.), and pharmacies, with both bottles and sachets.
Promotion22
All three brands employed consumer promotions on their bottles to have a positive value perception in the
mind of the consumer. Head and Shoulders, and Clear, included price discounts and bundle packs
promotions on its bottles. Clinic Plus included volume promotion on its smallest bottle size, giving 25%
volume free on each pack. Further, Clinic Plus included bundle pack promotions with many different
offers.
PERCEPTUAL MAPS
The following positioning maps have been drawn by the authors on the three brands under
consideration based on the available data.
1. Price–Benefit Relationship23
Head and Shoulders was priced at INR 60 for the 80 ml bottle where it offered both dandruff efficacy
benefit and cosmetic hair benefit. Clear was priced at INR 79 for the 80 ml bottle, where it single-
mindedly communicated the Anti-Dandruff efficacy benefit. Clinic Plus was priced at INR 45 for the 80
18
Clear. (n.d.). Clear. Retrieved October 24, 2015, from http://www.clearparis.in/anti-dandruff/category/products/988995
19
Clinic Plus. (n.d.). Clinic Plus. Retrieved October 24, 2015, from http://www.clinicplus.in/products.aspx
20
Based on Market Research on Brand SKU Prices in December 2015
21
Based on Market Research on Brand Distribution in December 2015
22
Based on Market Research on Brand Promotions from January 2015 to December, 2015
23
Perceptual map has been drawn using the market prices of the brands and the perception of the authors regarding the benefits offered by the
brands
Page 8 of 15
ml bottle where it communicated Strong Hair cosmetic benefit. Hence, on the price axis, Clinic Plus has
been plotted the lowest, followed by Head and Shoulders, and then by Clear. On the benefit axis, Clinic
Plus has been plotted left most because it communicates only the cosmetic benefits. Head and Shoulders
has been plotted in between because of its dual benefit communication and Clear has been plotted right
most because of its strong focus on Anti-Dandruff efficacy benefit.
2. Price–Positioning Relationship24
Head and Shoulders was priced at INR 60 for the 80 ml bottle where its positioning was largely
functional. Clear was priced at INR 79 for the 80 ml bottle and its positioning was also functional. Clinic
Plus was priced at INR 45 for the 80 ml bottle and its positioning was largely emotional. Hence, on the
price axis, Clinic Plus has been plotted the lowest, followed by Head and Shoulders, and then by Clear.
On the positioning axis, Clinic Plus has been plotted left most because of its emotional positioning. Head
and Shoulders and Clear have been plotted in parallel toward the right because of their functional
positioning.
Exhibits 6 and 7 provide information on the positioning of brands associated with the case.
The Problem
For a couple of years, Head and Shoulders, with its distinctive dual positioning, strong communication
and media plans, growing distribution network, competitive pricing strategy and strong promotion plans,
was steadily growing market share by sourcing consumers and volume from its chief competitors. In
2012, the brand was one share point away from becoming the No. 1 shampoo brand in India. However,
for 2 years, despite remaining competitive in terms of its media, distribution, pricing and promotions, the
brand’s share had stagnated.
The Brand Manager of Head and Shoulders was concerned and wanted to understand how he could
strengthen the positioning of Head and Shoulders to re-drive the market share on his brand. He thought
that the solution to his problem lay in understanding consumer attitudes and strengthening those attitudes
to restore the success of the brand. Understanding consumer attitudes and applying them to the
fundamentals of the brand by analyzing brand associations and imagery may be the key to his concerns on
Head and Shoulders.
Options available to the brand manager
1) Should the dual positioning brand communication strategy be continued?

2) If ‘yes’ to Q. (1), would it include the consumers? If ‘no’ to Q. (1), which route has to be continued?
3) Would the attitudinal aspects of the brand (as perceived by the consumer) be relevant to Q. (1) or Q.
(2)?
24
Perceptual map has been drawn using the market prices of the brands and the perception of the authors regarding the positioning of the brands.
Page 9 of 15
4) What should be the role of affect with respect to the brand if Q. (1) or Q. (2) is chosen and what is the
impact of emotions on the consumers?
5) How would Q. (1) or Q. (2) and Q. (4) or just Q. (1) and Q. (2) address competitive brands? How can
attitudinal research help?
Implications of Repositioning Head and Shoulders
Finally, the brand manager would have to think about how attitudes can enhance the equity of the brand.
This is essential as the case deals with the different dimensions of attitudinal components towards Head
and Shoulders and its competitors. The implications of such analysis may range between strengthening
the existing rationale associated with the brand Head and Shoulders or the emotional appeal of the brand
and dealing with changes in both the rationale of the proposition and its emotional appeal. Regardless of
the changes in repositioning, the brand has to ensure that its success is sustained.
Hence, the analysis is just not limited to straightforward answers to these questions: these questions at the
top of the mind for the brand manager formed just the trigger for an in-depth analysis.
The authors would like to acknowledge the kind efforts of Ms. Sonali Dhawan, Marketing Director, P&G India for her support with respect to the
case study.
Page 10 of 15
Exhibit 1
Shampoo brands in India and their respective propositions
Brand Main Benefit Proposition

Clinic Hair Health and Cosmetic Benefits No matter what your daughter does with her hair,
Plus she won’t face hair fall.25
Dove Hair Health and Cosmetic Benefits Damage free hair – Real beauty for a real woman.26
Pantene Hair Health and Cosmetic Benefits Stronger, shinier hair inside out.27
Sunsilk Hair Health and Cosmetic Benefits Address your most common hair dramas with
Sunsilk.28
Chik Hair Health and Cosmetic Benefits Prevents hair fall at affordable prices.29
Tresemme Hair Health and Cosmetic Benefits Affordable salon quality hair at home.30
L’oreal Hair Health and Cosmetic Benefits L'Oreal Paris gives you stunning, celebrity-gorgeous
Paris hair by repairing the 5 signs of hair damage.31
Garnier Hair Health and Cosmetic Benefits Triple nutrition, triple strength from scalp to tips.32
Head and Scalp Health and Anti-Dandruff Up to 100% dandruff-free hair forever; Up to 95%
Shoulders less hair fall.33
Clear Scalp Health and Anti-Dandruff With new Clear, dandruff won’t come back.34
Nyle Natural/Herbal Ingredients With the goodness of natural ingredients, Nyle
works from inside for nourished, problem-free
hair.35
Source: Analysis of the ads of respective brand by the authors
25
Hindustan Unilever Limited. (n.d.). Clinic Plus. Retrieved October 24, 2015, from https://www.hul.co.in/brands/our-brands/clinic-plus.html
26
Hindustan Unilever Limited. (n.d.). Dove. Retrieved October 24, 2015, from https://www.hul.co.in/brands/our-brands/dove.html
27
Pantene (n.d.). Pantene. Retrieved October 24, 2015, from http://pantene.com/en-in
28
Hindustan Unilever Limited. (n.d.). Sunsilk. Retrieved October 24, 2015, from https://www.hul.co.in/brands/our-brands/sunsilk.html
29
CavinKare. (n.d.). Chik Shampoo. Retrieved October 24, 2015, from http://www.cavinkare.com/personal_care_chik.html
30
Hindustan Unilever Limited. (n.d.). Tresemme. Retrieved October 24, 2015, from https://www.hul.co.in/brands/our-brands/tresemme.html
31
L’Oreal Paris. (n.d.). L’Oreal Paris. Retrieved October 24, 2015, from http://www.lorealparis.co.in/haircare
32
Garnier. (n.d.). Garnier. Retrieved October 24, 2015, http://www.garnier.in/
33
Head & Shoulders. (n.d.). Head & Shoulders. Retrieved October 24, 2015, from
http://www.headandshoulders.co.in/?gclid=CJyRv8jD4sgCFUYAvAodPjcMMw
34
Hindustan Unilever Limited. (n.d.). Clear. Retrieved October 24, 2015, from https://www.hul.co.in/brands/our-brands/clear.html
35
CavinKare.(n.d.). Nyle Naturals Shampoo. Retrieved October 24, 2015, from http://www.cavinkare.com/Nyle_Active.html
Page 11 of 15
Exhibit 2
Most important attributes desired by consumers in a shampoo36
Attributes Total number of Percentage (%)

consumers
Avoid hair loss 47 15.67
Prevents dandruff 35 11.67
Suitable for hair 30 10
Softens hair 29 9.67
Hair growth 28 9.33
Fragrance 26 8.67
Naturalness 26 8.67
No rough hair 19 6.33
Less chemicals 18 6
Vitamins 15 5
Price 11 3.67
Conditioners 6 2
Others 5 1.67
Removes oil and dirt 4 1.33
Easy to rinse 1 0.33
Total 300 100
Source: Survey data made available by the company (reproduced with permission)
Exhibit 3
Consumer attitudes towards Head and Shoulders, Clear, and Clinic Plus37
Percentage of consumers in Agreement

Feelings and Judgments Head and Shoulders Clear Clinic Plus
This brand makes me feel confident 42% 30% 47%
This brand makes me feel beautiful 41% 33% 42%
This brand understands me 34% 31% 43%
This brand understands my hair needs 51% 40% 48%
This is a brand I can trust 40% 40% 44%
This brand has the best conditioner product 45% 39% 43%
36
Ragavendran, P. Guru, Devakumar, G., and Upadhyay, Santhosh (2009). A study on brand awareness of shampoo products
for CavinKare Pvt. Ltd. Retrieved from SASTech Journal (Vol. 08, Issue 02, September 2009), from
http://www.msrsas.org/docs/sastech_journals/archives/Sept2009/5.pdf
37
Data sourced by authors has been modified to uphold confidentiality; Data source is confidential due to legal reasons.
Page 12 of 15
Exhibit 3 (Contd.)
Perceptions about Product Performance

Strengthens hair 53% 36% 55%
Improves hair health 47% 38% 50%
Improves the health of my scalp 44% 35% 35%
Leaves hair soft to the touch 39% 38% 43%
Leaves hair shiny 43% 34% 43%
Provides vitamins 36% 35% 41%
Effectively fights damage 44% 38% 45%
Contains natural ingredients 42% 38% 50%
Has a pleasant smell 35% 31% 43%
Has a good lather 45% 35% 41%
Moisturizes hair 37% 35% 43%
Leaves hair smoother 39% 31% 43%
Prevents hair fall 38% 36% 42%
Leaves my hair clean 36% 38% 41%
Provides superior anti-dandruff performance 48% 43% 43%
Source: Survey data made available by the company (reproduced with permission)
Exhibit 4
Sample storyboard of TV ad which communicates only anti-dandruff superiority
Page 13 of 15
Exhibit 4 (Contd.)
*Head & Shoulders Ad Understanding Summary

Main characters A journalist/interviewer and a dermatologist/hair and scalp expert
Setting The ads are set in laboratories. The setting is clean, clinical and pristine.
Influencer Expert (dermatologist)
Drama The drama focuses around an interviewer asking a hair expert why Head and
Shoulders is better than other anti-dandruff shampoos. The hair expert then performs a
feather test by dipping two dirty feathers in two different mixtures of different anti-
dandruff shampoos. The result of the test proves how Head and Shoulders cleans the
feather better, proving that it will remove greater dandruff than other anti-dandruff
shampoos, even with one wash.
Inferred consumer The ad has been targeted at both male and female audiences, between the age of 18
segment and 44 years, and suffering from dandruff problems.
Inferred benefit Head and Shoulders is the expert-recommended brand for dandruff protection and
statement works better than other anti-dandruff brands.
*Authors have used their perception to describe the storyboard of the respective brand.
Advertisements reproduced with the permission of the Assistant Brand Manager, Head & Shoulders, Procter & Gamble, India.
Exhibit 5
Sample storyboard of TV ad which communicates both anti-dandruff superiority and
cosmetic hair benefits
*Head & Shoulders Ad Understanding Summary

Central character A young man and a young woman, typically between the age of 25 and 35 years,
attractive and smart. The brand uses its brand ambassadors, Kareena Kapoor and Saif
Ali Khan, as the man and the woman.
Setting The ads have a living room setting of an upscale posh house with impressive home
décor.
Influencer Celebrities
Drama The drama focuses around the need of the female celebrity for dandruff-free as well as
smooth hair. The male celebrity expresses his wonder at how the female celebrity
never leaves her hair alone and keeps running her hand through the hair. The female
celebrity explains to him that her hair is really smooth and dandruff-free; hence, she is
unable to stop herself from touching her hair. She explains that the reason for this is
Head and Shoulders which has 6 times more moisturizer and gives 100% dandruff
protection and 100% smooth hair. After this, the male celebrity touches her hair, finds
the proof for himself, and expresses his appreciation.
Inferred consumer The ad has been targeted at both male and female audiences, between the age of 18
segment and 44 years, and seeking hair which is dandruff-free and smooth at the same time.
Inferred benefit Head and Shoulders gives 100% dandruff protection and 100% smooth hair.
statement
*Authors have used their perception to describe the storyboard of the respective brand.
Advertisements reproduced with the permission of the Assistant Brand Manager, Head & Shoulders, Procter & Gamble, India.
Page 14 of 15
Exhibit 6
Perceptual map on Price–Benefit relationship
Source: Analysis of the authors based on their perception of the brands
Exhibit 7
Perceptual Map on Price–Benefit Relationship
Source: Analysis of the authors based on their perception of the brands
Page 15 of 15

Behavioral Drivers of Bradn Equity - Head &amp; Shoulders in India

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IMB 645

BEHAVIORAL DRIVERS OF BRAND EQUITY – HEAD

LOVNEET TYAGI AND S. RAMESH KUMAR

PROCTER & GAMBLE INDIA – A BRIEF OVERVIEW

SHAMPOO CATEGORY LANDSCAPE – MARKET, CONSUMER, AND TRADE

SHAMPOO CATEGORY – BENEFIT-BASED SEGMENTATION

1. Hair Health and Beauty/Cosmetic Benefit

HEAD AND SHOULDERS – P&G INDIA’S BIGGEST HAIR CARE BRAND

Competitors to Head and Shoulder – Clear and Clinic Plus

Brand Positioning and Communication15

Head and Shoulders

The salient features of the brand’s communication are as follows.

Salient features of the brand’s communication are as follows.

THE MARKETING MIX – PRODUCT, PLACE, PRICE, AND PROMOTION

Options available to the brand manager

1) Should the dual positioning brand communication strategy be continued?

Implications of Repositioning Head and Shoulders

Brand Main Benefit Proposition

Source: Analysis of the ads of respective brand by the authors

Attributes Total number of Percentage (%)

Percentage of consumers in Agreement

Perceptions about Product Performance

*Head & Shoulders Ad Understanding Summary

*Head & Shoulders Ad Understanding Summary

Source: Analysis of the authors based on their perception of the brands

Source: Analysis of the authors based on their perception of the brands

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Behavioral Drivers of Bradn Equity - Head & Shoulders in India

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