For example, the Head & Shoulders shampoo brand is…
““For example, the Head & Shoulders shampoo brand is targeted at consumers with dandruff, approximately 20% of the population. Within that 20%, further profitable segmentation is still possible. Thus, Head & Shoulders can successfully target people with dandruff and either sensitive, itchy or oily scalps, and then coloured, permed or natural hair etc., resulting in 12 versions of their shampoo.””
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
Targeted product variants increase market share by addressing specific consumer sub‑needs within a broader segment.
In simple terms: Tailor products to sub‑groups for higher sales.
Key Takeaway
Create multiple versions for niche needs.
Themes
marketing
segmentation
product development
Mood
analytical
strategic
Type
business
marketing
When to use this quote
- consumer goods
- personal care
- retail marketing
Key Concepts
consumer behavior
value proposition
market differentiation
Questions to Reflect On
- How can you balance customization with operational cost?
- What data is needed to identify profitable sub‑segments?
A Different Perspective
Assumes each sub‑segment is profitable; may increase complexity.