Studiu de Caz - Procter and Gamble

Procter&Gamble

H&S removes your dandruff up to 100% because of its unique activzinc formula which protects your scalp and prevents dandruff from appearing !

H&S shampoo is targeting the consumers with mild to medium dandruff problems in Bulgaria

The consumers are women and man 16-45 y.o. with above average income

Consumers

Consumers

Competitors:

Clear – the key competitor – only marginally winning

Teo ( local brand) – fastest growing

Nizoral

(super premium AD Shampoo)

– sold only in the pharma channel

Series 1 – 2010Series 2 – 2009Fig.1

Series 1 – 2010Series 2 – 2009Fig 2

Brand vs. competitors

While H&S – premium tear- has almost 11% value share

Clear- key competitor has a very slight growth in MT and HFS

Nizoral – Super Premium- grew 3% in PH

Teo – local brand- grew 1,5% in MT & HFS – low prices

TO BE OR NOT TO BE?

Our Answer We should NOT expend H&S in PH

WHY?

H&S is an AD designed for mild to medium dandruff problems / PH – Nizoral – high D. problems.

H&S is not a pharmaceutical shampoo,its use is for more than a few months

WHY?

We can’t suddenly change the product delivery – H&S France

The Modern Trade is still the profitable way

In the PH channel there aren’t much promotions

Solutions

We have to get our numbers back in the MT , HFS, focus on the CS

How?

Promotion ( media, activities, promos) – target are ppl 16-45 y.o

Introduce into the Bulgarian market H&S Intensive Collection – sever dandruff

To get our numbers back

Channel to focus :MT,HFS,CS

Core target : women and man 16-45 y.o.

Promise : it removes dandruff up to 100%

Main competitor: Clear

Price:25 bgn

Intensive Collection

Channel to focus: MT,HFS,CS

Core target : any person who has sever dandruff problems

Promise: it removes any kind of dandruff problems

Main competitor : Nizoral

Price: 35 bgn