Head & Shoulders vs Clear

After dominating the Philippine market for several years, the anti-dandruff shampoo giant Head & Shoulders has now a potentially strong rival. Just a few weeks ago, Unilever has launched its new anti-dandruff shampoo Clear. One can see how serious Unilever is in promoting its new product. Unilever has also implemented market segmentation by offering different products for each gender. With the powerful move of Unilever, Procter and Gamble (the maker of Head & Shoulders) will surely try to retain its big market share by improving its product. This can be achieved by bringing in new technological breakthroughs and through strong marketing strategy.