Marketing Pitch.pptx - Marketing Pitch Leanne...

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Marketing Pitch Leanne Bishop (0997137) Carson Coady (1003780) Serina De Leo (1006558) Lauren Grimmer (1005880) Laura Kennedy (0978747) Sydney Mitterhuber (0997527)
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Business & Brand Overview Brand Share P&G holds 30% of the market share in shampoos, mainly dominated by Head and Shoulders Head and Shoulders holds 12.6% of the market share globally. Sales/ Profitability Figures 2017 2016 2015 Net Sales $11,429 B $11,477 B $12,608 B Competitive Set Competitive pricing sets the price of a product based on what the competition is charging. For premium products they use premium pricing where prices are at a higher level. DOVE and Garnier are two key competitors Advertising Head and Shoulders uses various celebrities as brand ambassadors The company presents itself as premium brand and uses the charm of models to gain the attention of customers Attractive banners are used in salons, and bus/train stations Magazines, Print Media, and TV advertisements
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New Product Challenge - - There isn't a dry shampoo on the market for anti-dandruf - - Dandruf relief is what head and shoulders is known for therefore they would be successful with this product - - Remain within the same target market they have already established (women 16+) - - Create product diferentiation between our products and our competitors (e.g. ingredients, features, price) - - Penetrate the dandruf shampoo market with a new product (Dry Dandruf Shampoo) - - Increase consumer product/brand use - - Reduce consumer resistance to new products -
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