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
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