Competitive profile

        In order to assess the competitiveness of Elseve, Le Petit Marseillais, and Head & Shoulders, we have decided to use a well-suited model. In accordance with this model, we have selected criteria that are important for buyers when choosing a shampoo, and we have evaluated each of the three brands. The results are showed in following table:

Legend:

         This competitive profile shows that brands are close enough in terms of value to consumers. Then, we would like to highlight that Head & Shoulders is the only one perceived as an anti-dandruff product, even if Le Petit Marseillais and Elseve suggest similar products. Actually, Le Petit Marseillais is seen as the most natural shampoo, and Elseve, the most technologically advanced shampoo. All of these three brands offer high quality products, so consumers appreciate them all. Consequently, several characteristics showed in their respective graphs are quite similar, such as the perception of the packaging.