Abstract
This report provides an analysis and evaluation of Procter & Gamble'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 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 (Nathanson, 2006). Further investigations revealed that the positive impression left on consumers is supported by different kinds of promotions in store, like the 'Head & Shoulders' spokesperson, American actress Kristin Davis.
