Head & Shoulders Shampoo

The United States hair care market was worth $4.626 billion in 1995 and grew at just above the rate of the overall sector between 1991 and 1995. The hair care market has been driven by the success of niche products that were once found only in hair salons but are now widely available in drug stores, supermarkets, and often, mass merchandisers. New products such as leave-in conditioners and color shampoos have been driving market growth in value terms over the 1993-95 period. Shampoo dominates the hair care market, being by far the largest category ($1.791 billion in 1995)(Smith, 1996).

The shampoo market traditionally has general shampoos, shampoos with conditioners, conditioners only, volumizers, and special needs treatments. In the past, many of the larger retailers traditionally merchandised the hair care categories separately; for example, shampoo was merchandised separately from conditioner. Wal-Mart was one of the first retailers to go against this tendency, and moved the "salon-inspired" and "professional" hair care products into a separate section (Smith, 1996). This means, for example, that Alberto Culver's VO5 brand of shampoo, c

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reatening one another." Recent social, competitive, political and physical environmental changes. All of the above create hard times for those marketers who refuse to change and still rely on decision-making processes that were valid when brands were strong and mass marketing was viable. Private-label branding, an overabundance of shopping channels, and a proliferation of communications media have slashed brand profits even as they have diminished consumer loyalty. Most research literature on brand marketing still addresses mass marketing concepts. And many brand-marketing companies still define success by short-term market penetration metrics. Marketing Opportunities and Threats These shifts in marketing attitudes and in buying decisions by consumers suggest that there is a great opportunity for marketers who are willing to consider niche markets and new distribution channels along with new concepts in value pricing. The threat is that a company as entrenched in tradition as Procter & Gamble might not be able to shift with the winds. A second threat to companies like Procter & Gamble, and specific products from that company like Head & Shoulders, is fighting the battle of generic weakening. This term refers to the proc
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Some common words found in the essay are:
Head Shoulders, Procter Gamble's, Walmart Costco, Description United, Loyalty Brand, Brands Walker, Product Classifications, Procter Gamble, Marketing Strategy, America Levitt, head shoulders, walker 1997, procter gamble, hair care, brand awareness, smith 1996, enrico 1997, private label, hair care market, market share, primary target, walker 1997 35, target primary target, walker 1997 36, foreign market share,
Approximate Word count = 2426
Approximate Pages = 10 (250 words per page)

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