Brand Audit Report

Head and Shoulders

1.

Blind Test

Blind test was conducted in which two shampoo samples were placed in two
identical paper cups it was covered so that participants couldnt see the
liquid (see image below). One container was filled with head and shoulders
and the other one with pentene Participants were made to guess the brand of
the shampoo. Almost 80% of the participants rightly guessed the head and
shoulders while they were confused about the second one. Below are id no of
the people who participated and their shampooing preferences.
1. 15759 Male age 21 shampoo preferences include H&S Sun silk dove
and Grainier.
2. 16278 Male age 21 shampoo preferences includes H&S Clear Lifebouy.
3. Sarayousuf Female Shampoo preferences includes H&S.
4. 10603 female loreal, tony&guy Pantene H&S.
5. 15926 Male Garnier Sunsilk dove H&S
6. 15610 Female Dove Sauv Loreal H&S
7. 19874 Female Johnson&J , Pantene Sunsilk H&S
8. 16381 female H&S Pantene Sunsilk Dove
9. 15805 Female Loreal, H&S Pantene Sunsilk
Out of 15 participants above 9 correctly guessed by smelling the samples.

2.

Brand Audit Recommendation

From the above carried out brand audit it can be easily concluded that the
brand association the bottle package design and communication of head and
shoulder make it more appealing to male consumer it has more bold and
masculine personality that is why they were unable to tap the female market
segment and recent advertising campaign which included Kareena Kapoor
and Saif Ali Khan was released to mitigate the perception that it were a male
brand but they need to do more. Maybe lunching a variant exclusively for
female might help because the near competitor of the product Clear has
different variant for male and female market segments. A female variant with
a color appealing to female and a feminine fragrance should be added to
Head and shoulder for female. Also they need to include categorize not on
the bases of color rather than the hair type most of the participant didnt
have an idea that there are other variant of head and shoulder other than
classic blue.
The brand has strong sensory appeal as in blind test most of the participants
were able to recognize head and shoulder with its distinctive smell. Although
most female complained about the color of the liquid that cyan color is more
man appealing. The bottle of the shampoo was also easily recognized.