Head & Shoulders Shampoo: Media Strategy Differentiating Between Paid, Own, and Earned Media
After doing some maketing research, the company transfered the image of Head & Shoulders by sponsoringg some TV programs and changing the packaging of the products and finally transfered Head & Shoulders to be a more vibrant brand.
Another recommendation for all the brands is to pay more attention to pull strategies and communication between consumers and producers of shampoos (Hooley G., Saunders J., Piercy N., & Nicolaud, B., 2008). Even though consumers may frequently skip the stage of information search in their purchase decision making process, they may have certain questions concerning the products and printed advertisements and commercials can be insufficient for answering them.
The effective distribution channel and deep penetration in the rural market has boosted up the sales in past year making it a leader. According to annual report of H&S 2011 the quote states “H&S was relatively small, primarily north American brand a decade ago. We invested in combination of marketing and product innovations and began to expand the brand globally. Since then w have more than tripled sales and H&S is now the largest shampoo brand in the world.
Boone, L.E., & Kurtz, D., 2007. Contemporary marketing. 13th ed. Boston: South-Western College Pub.
Datamonitor, 2010. Haircare industry profile: United Kingdom. Datamonitor Research Web.
Ferell, O., & Hartline, M., 2010. Marketing strategy. New York: Cengage Learning.
Franzen, G., & Moriarty, S., 2009. The science and art of branding. New York: M.E. Sharpe.
Hammond, J., 2011. Branding your business: Promoting your business, attracting customers and building your brand through the power of emotion. Philadelphia: Kogan Page Limited.
Hooley G., Saunders J., Piercy N., & Nicolaud, B., 2008. Marketing strategy and competitive positioning. 4th ed. New Jersey: Prentice Hall.