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Head & Shoulders Marketing Strategy for Men

The document discusses strategies to move men aged 18-35 from occasional to daily use of Head & Shoulders shampoo. It proposes creating a sense of brand loyalty and mutual support among male users through marketing campaigns focusing on themes of friendship, sidekicks, and volunteering. The campaigns would include an online presence with engaging questions, details on dandruff's effects, and opportunities for social involvement to benefit causes important to men.

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4 views15 pages

Head & Shoulders Marketing Strategy for Men

The document discusses strategies to move men aged 18-35 from occasional to daily use of Head & Shoulders shampoo. It proposes creating a sense of brand loyalty and mutual support among male users through marketing campaigns focusing on themes of friendship, sidekicks, and volunteering. The campaigns would include an online presence with engaging questions, details on dandruff's effects, and opportunities for social involvement to benefit causes important to men.

Uploaded by

api-26781269
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Positioning

‘Head &
Shoulders’
shampoo:
Move from occasional to every
day use by men [18-35]
 

Advertising (Planning) School


on the Web
BP *+ PCP **= SEX ***

* Man ’ s body part

+ ** personal care

product =

*** success with the


Goal:

Creating long
term loyalty in
men users of Head
& Shoulders
Brand loyalty:
Compare
2 findings
[Link] more loyal to brands & personal
care routine
[Link] expect loyalty in exchange for
mutual support
o old boys’ club/network
o sidekick
o wingman
3.
PR
IN
T
Genius idea – To be implemented IMMEDIATELY!

T
IN
PR
..then he tells J.J. Adams about his idea of those castaways liv

T
IN
PR
Mini series on famous
sidekicks in history:
e.g.

Holmes & Watson, Conan


& Andy, Sancho Panza &
Don Quixote, Daffy Duck
& Porky Pork, Han Solo
& Chubaccaetc etc.

It can be original
P series or sponsorship
of e.g.
-superhero movies (Let
HI us be your sidekick)
-history programs
(Wingmen of the 2nd
RS world war)
-NASCAR tire changing
SO team

ON
SP
Role of the online/social media presence

-effective and more proactive approach to fending off


competition (Axe, Lynx)

N -opportunity to try different marketing strategies and


tailor them according to the reaction from online
participants
IO
UT -farther consumer engagement, thus increasing brand
loyalty
EC
EX
NE
LI
ON
Website focusing on two elements:

-creating an equivalent of a Batman’s Butler or a friendly


N bartender dishing jokes and advice
-de-mystifying the dandruff (presenting it not as a medical
IO issue, but as a FASCINATING topic; almost to the point of
placing dandruff as a villain in a man’s life)
UT
EC
EX
NE
LI
ON
Online presence would include:

-a tantalizing question of a week e.g. ‘If women care so much


about hair, how come shaggy guys like Russell Brand or even
hair disadvantaged people like Donald Trump score hot gals?’

N -description IN DETAILS the havoc raised by dandruff on one’s


scalp
IO -language should be informative and light, staying away from
-lad-like humor presented by e.g. Axe
UT -dry boring corporate presentation currently used by H&S
on their website
EC
EX
NE
LI
ON
Online presence would include:

SOCIAL RESPONSIBILITY ELEMENT – creating events and


opportunities for men to help (tapping into the need to create
support groups akin to old boys’ club) supporting causes that
make participating men shine.
N Head & Shoulders could send a thankful H&S brand ambassadors
(attractive but not too sexy WORK APPROPRIATE girls) that
IO could deliver a certificate of participation in such
volunteering events in front of co-workers and bosses.
UT Initial events could be promoted in Chicago – City of Broad
Shoulders
EC
EX
NE
LI
ON
Dedicated to :

SETH

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