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MARKETING PRESENTATION ON
PERCEPTUAL MAPUNDER THE SUPERVISION OF
NADIA RAHEEM
104/11/2023
204/11/2023
304/11/2023
404/11/2023
Presented By :
JAHANZAIB ALI KHAN
MARIA IQBALSIDRA KHANSIDRA KHANSAAD MUNAMISYEDA WAJIHA
504/11/2023
PROCTOR AND GAMBLE:
• History of making• 250 brands in 130 countries• Largest consumer good• Having strongest portfolios• Local operation across the globe• 100,000 employers• Famous strong brands
604/11/2023
• No 1 Anti Dandruff Shampoo• Formulation of new element ZPT.• Treatment of consumer’s hair and scalp• Provides superior quality and value• Dermatologists Recommends it for dandruff and itchy scalp issues
Head and Shoulders
704/11/2023
MARKETSHARE
COMPETITORS
EQUITY
ATTRIBUTES
STRENGTH
AWARENESS
PROMOTIONS
TARGET AUDIENCE
SEGMENTATION & POSITIONING: Segments based on Life style and consumers
preferences Emphasized on smooth hairThe core segments are:• Shiny hair• Black hair• Anti dandruff• Low prices Positioned as a Worlds no 1 Anti-dandruff
Shampoo 804/11/2023
PERCEPTUAL MAP:
Two dimensions of X and Y having different attributes
To get knowledge about the reactions customers have regarding products, services, brands and market offerings
904/11/2023
COMPANY’S PERCEPTION:
Worlds no.1 shampoo Cleanliness and remove dandruff Provide better scalp coverage Gives you soft and beautiful hair Markonym ZPT (Zinc Pyrithine) Formula
1004/11/2023
1104/11/2023
Perceptual MapAnti dandruff
Nourishing
More Healthy
Less Healthy
Head & Shoulders Clinic All Clear
Garnier Fructis
Sunsilk Clinic Plus
Pantene
Life Boy
Head & Shoulders
1204/11/2023
Perceptual Map of Product Positioning
High Price
Low Price
High Demand
Low Demand
Head & Shoulders
Clinic All Clear
Garnier Fructis
Sunsilk
Clinic Plus
Pantene
Life Boy
Dove
CONSUMERS PERCEPTION:
No.1 anti-dandruff shampoo 26% people use H & S Flake free, shiny and silky hair Reasonable price Coolness and freshness Good fragrance as a medicated shampoo
1304/11/2023
GAP ANALYSIS:
Strong formulae Less focus on multi attributes Late response of result Less promotion of other attributes Lack of awareness Froth problem
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1504/11/2023
Our recommendation
Use low intensity formulae Focus on other attributes Maintain Quality of froth Give more awareness Attractive Banners and Hoardings Come up with new varieties Promotion in rural and semi-urban areas
CONT…
Deliver what they claim Focus on to promote product line depth
1604/11/2023
RESULT:
We analyze the gap between the company perception and the consumers perception this gap have to be reduced to retain their
loyal customers
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1804/11/2023
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