This report based on 4Ps theory analysis Head & Shoulders products and promotion. Firstly, this report will introduce the research and methods
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3.1 Survey results-3
The Procter & Gamble (P & G) was founded in 1837. Procter & Gamble researchers started making a new anti-dandruff shampoo in 1950. (Procter & Gamble, 2010) the new anti-dandruff shampoo is Head & Shoulders. Head & Shoulders is an old brand. In 1961 for the first time it entered the US market, but now it is a modern product, because “Head & Shoulders shampoo is a high-tech product, mainly focused on clearing dandruff. The active ingredient is pyrithione zinc, and this ingredient can effectively remove…show more content… Because different people have different requirements for shampoo, shampoo such as effects, and odors, Head & Shoulders’ design different types of products, in order to meet different customer needs. Therefore, product diversity is very important for corporate image. In the UK market Head & Shoulders according to different customer needs designed 13 different types of shampoo, for example for Customers with dry hair, design has the effect of nourishing hair shampoo. And for hair more oil users designed oil control effect of shampoo, Etc.
"Promotion means activities that communicate the merits of the product and persuade target customers to buy it". (Bergin F, 1995) In "marketing today" book, Oliver argues that the promotion have four parts, These Are Advertising, personal selling Publicity sales promotion (Oliver, G. 1990.) In this section I will focus on Advertising and Publicity. First, in advertising aspect, mass medium can make more people to understand the product, Such as television advertising,
Figure 4 focuses on people have seen Head & Shoulders TV
Advertising, 90% of people have seen, In Figure 5, 95% of people know that Head & Shoulders brand. Therefore Head & Shoulders advertising aspects of the marketing are very good.
In Sales promotion aspect，through secondary research，we found that Head & Shoulders often discount sales in supermarkets. Head & Shoulders is also in the Amazon store discount