Case Questions:
1.a.Complete the attached table to identify and analyze the POP/POD equity for Head & Shoulders vs. its 2 competitors using the data from the case and factoring in the intended brand positioning (some PODs may not have the highest rating).
b. Based on your completed chart, how strong is Head & Shoulders?Why or Why not?
2. a. How should Head & Shoulders re-position itself to gain market share and why?Develop this based on your own original ideas and not based on the perceptual maps in the case.
b. Create a perceptual map to support your re-positioning based on where the brand should go vs. the competition, which may or may not differ from answers in question 1. (Price, Price/Value, Quality are NOT allowed to be used).
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