Head & Shoulders Shampoo: Media Strategy Differentiating Between Paid, Own, and Earned Media
When it comes to owned media, as long as you can keep up with the maintenance, the more the merrier. Earned media is the equivalent of online word of mouth and is the vehicle that drives traffic, engagement and sentiment around a brand. While there are different ways a brand can garner earned media, good SEO and content strategies are the most controlled and effective.
Head & Shoulders used to be a medicated shampoo image to consumers, which discorange the development of the product. 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.
Additionally, the creative approaches used in some of the commercials make them entertaining and produce a positive impression upon the audience. A fresh idea with dummies on the production line which was used in the commercial of the VO5 made this brand to stand out from the crowd and produced a long-lasting impression upon the spectators (Hammond, J., 2011). Thus, by combining creative ideas and consideration of the current trends in the market segment, marketers can add value to products and improve their branding. Among the weaknesses of the discussed commercials, there is the lack of attention to the male consumers and prioritizing the push distribution strategy used by vast majority of the shampoo brands. Even though women tend to pay more attention to self care products than men, the shampoo brands could pay more attention to potential male consumers who would not be interested in damage therapies offered by modern advertisements. Concentrating their efforts on female audience and neglecting the interests of men in their marketing strategies, the marketers understate the extra revenues which could be brought by male clients. 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.
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