Marketing Plan Outline for Head & Shoulders Hair Company

Marketing Plan Outline for Head & Shoulders Hair Company Name Institution Course Professor Date A. Executive Summary  Head & Shoulders is a hair care company and brand specializing in conditioners, anti-dandruff shampoos, and other hair products.  This company was formed in 1961 in Ohio.  Its products include classic clean shampoo and royal oils.  The market plan aims to strengthen brand loyalty, penetrate the market more, and increase product options.  The plan evaluates and analyzes the hair care industry, establishes proper strategies to understand the business environment, determines its objectives, and allows Head & Shoulders to become viable and more competitive. B. Situational Analysis  Company’s Overview • Head & Shoulders firm was formed in Ohio, U.S., in 1961. • The company is one of the leading firms in its market (H., n.d.). • Head & Shoulders is a competitive hair care brand and company offering conditioners and anti-dandruff shampoos. • The firm provides products like Royal Oils.  Market Analysis • The hair care market is ever-growing and expanding due to customer’s increasing awareness of healthy hair options. • Natural, organic, and health-friendly hair care offerings are growing.  Target Audience and Market • Demographically, the firm targets consumers between eighteen and forty-five years old. • The company targets men and women with dandruff issues and those needing scalp health. • In the psychographic market segment, the company considers consumers seeking brand loyalty and dandruff solutions (T., 2023). C. Competitive Analysis  Formulate, Pantene, and Virtue are some of the competitors for the Head and shoulders (Sharpe, 2019). D. SWOT Framework Analysis  Strengths • Effeteness in solving the dandruff problem • Strong brand name  Weaknesses • Minimal product options compared to rivalries.  Opportunities • Emerging new markets. • Increasing demand for organic, health, and natural care services and products. • New and profitable product options and lines, such as sensitive scalp.  Threats • Stiff competition • The decline in consumer spending is due to economic downturns. E. Marketing Objectives  Increasing the Head & Shoulders’ market share within two years will come by around 10 percent.  Increase product options to serve emerging and new markets. F. Marketing Strategies  Pricing strategy • The reduction in consumer expenditure and spending due to economic downturns (T., 2023). • Stiff competition.  Product strategy • Developing product offerings catering to customer hair care, like natural and sensitive scalp options (Nurhadi & Ayu, 2024).  Promotion and marketing strategy • The firm uses print media, television, influencer partnerships, social media, and digital marketing.  Place strategy • Customers can get products from stores in Ohio and other places. • People can book items online and get them delivered. • The firm wants to expand distribution to emerging markets. G. Conclusion  Head & Shoulders offers hair health and care options to its customers.  The firm has a strong brand and is at the top of the market.  Head & Shoulders should expand its operations and distribution to serve emerging markets.  The company should increase its product offerings to include sensitive scalps and other natural options. References H. (n.d.). America's #1 dandruff shampoo brand | Head & shoulders. Head and Shoulders. Retrieved October 13, 2024, from Sharpe, D. (2019). The Sustainability of Black-owned Companies that Manufacture and Distribute Hair Care Products in the United States (Doctoral dissertation, Grand Canyon University). Ayu, H. D. P., & Nurhadi, N. (2024). The Influence of Advertisement Appeal, Product Quality, And Brand Equity on Head & Shoulders Shampoo Purchase Decision In Surabaya. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 12(3), . T. (2023, January 17). Head & shoulders - Company profile - Tracxn. Technology & Data for Venture Capital, Corp Dev, Investment Banks | Tracxn.