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Brand Management Pantene Sunsilk Dove

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  • 1. 2 Table of Contents................................................................................................................................................ Chapter 1. Introduction 1.1 Background................................................................................................................................................... 1 1.2 Research Objectives....................................................................................................................... 1 1.3Research Questions......................................................................................................................... 1 1.4 Type of Research ............................................................................................................................ 1 1.5 Research Scope ............................................................................................................................... 2 1.6 Data Collection Method................................................................................................................. 2 1.6.1 Survey Technique.............................................................................................................. 1.7 Brand Competitor Selection......................................................................................................... 3 Chapter 2. Brand Overview 2.1 Company Profile 2.1.1 P&G 2.1.2 Unilever 2.2 Brand Profile 2.2.1 Pantene......................................................................................................................................... 4 2.2.2 Sunsilk .......................................................................................................................................... 4 2.2.3 Dove............................................................................................................................................... 5 Chapter 3. Literature Review 3.1 Market Performance and Its Components........................................................................................ 6 3.2 Brand Equity and Its Components....................................................................................................... 7 3.3 Milward Brown Brand Dynamic .......................................................................................................... 9 3.4 Integrated Marketing Communication and Its Components..................................................... 9 Chapter 4. Brand Analysis 4.1 Market Performance 4.1.1 Market Share ............................................................................................................................11 4.1.2 Price Premium .........................................................................................................................11 4.1.3 Price Elasticity .........................................................................................................................13 4.1.4 Expansion Success..................................................................................................................13 4.2 Brand Equity 4.2.1 Perceived Quality....................................................................................................................16 4.2.2 Brand Awareness....................................................................................................................24 4.2.2.1 Brand Recall............................................................................................................24 4.2.2.2 Brand Recognition................................................................................................25 4.2.3 Brand Loyalty...........................................................................................................................26 4.2.3.1 Behavioral Loyalty ...............................................................................................27 4.2.3.2 Attitudinal Loyalty................................................................................................28 4.2.4 Brand Association...................................................................................................................30 4.2.5 Milward Brown Brand Dynamics.....................................................................................32 4.2.6 Interrelation of Each Component of Brand Equity....................................................34
  • 2. 3 4.3 Integrated Marketing Communication 4.3.1Marketing Communication Channel.................................................................................36 4.3.2 Timeline Marketing Communication 4.3.2.1 Timeline Marketing Communication of Pantene......................................37 4.3.2.2 Timeline Marketing Communication of Sunsilk .......................................39 4.3.2.3 Timeline Marketing Communication of Dove............................................40 4.3.3 Evaluating Integrated Marketing Communication....................................................41 4.4Marketing Performance Effect on Brand Equity ...........................................................................49 4.5 Integrated Marketing Communication Effect on Brand Equity..............................................54 Chapter 4. Conclusion 4.1 Conclusion 4.1.1 Brief Performance ..................................................................................................................57 4.1.2 Problem Statement ................................................................................................................57 4.1.3 Opportunity .............................................................................................................................58 References.......................................................................................................................................................................60 Appendices......................................................................................................................................................................61
  • 3. 4 Chapter 1 Introduction 1.1 Background Shampoo has been the regular consumption for human nowadays. The urge for sanitary and appearance purpose drives people to add several items on their shopping cart. As the time goes by, the purpose of shampoo has been evolved, from the basic need of cleaning one’s hair from dirt into moisturizing dry hair, cleaning up dandruff, into something more sophisticated as to show the prestige in choice of grooming products. One of the biggest market of Shampoo in Indonesia belong to certain demographic segmentation, which is Female. Apparently, there are more than 10 brands of female oriented shampoo in Indonesia, ranging from low price with sachet size to complete package of highly priced, comprehensive treatment shampoo. Among numerous brand of shampoo, there are three of the top notch shampoo brands for female, which will be the main object for our research and study. The three brands are Pantene, Dove, and Sunsilk, and those three are under the big company that are widely known, P&G and Unilever. Each brand has their own positioning and target market segments, though it covers several similar target in common. Seeing the similarity of each product, there are several questions that need to be answered regarding each brand’s effectiveness on infiltrating the products in public. How strong their position in customers’ mind? Which value of theirs that is channeled effectively to the audience? and how to enhance their chance in being the most used and recognized brand of shampoo? 1.2 Research Objective In this research, the objectives are to looking for the problems and opportunities of each shampoo brand; Pantene, Dove, and Sunsilk. These can be get from market performance, brand equity and integrated marketing communication from each brand and the relation of each other. 1.3 Research Question 1.How does each brand performs compared to the other? (Pantene, Dove, and Sunsilk competitive performance)? 2. What is the problem and opportunity in each brand’s performance? 1.4 Type of research The group uses descriptive research method which the aspects covered data, analysis, and interpretation of the meaning of the data obtained. The study was prepared by inductive research, which means research-based searching and collecting data in the field in order to determine the relationship of each of the factors that cause a particular effect. 1.5 Research Scope
  • 4. 5 The focus of our research belongs to the whole performance of each of the three brand, which mainly are market performance, brand equity, and integrated marketing communication aspects, as well as their opportunity and problem in enhancing the overall aspects of marketing plan that would lead to improvement in market performance. The scope of this research is confined in Bandung. 1.6 Data Collection Method In this research, we use different data collection for different part of analysis, according to each segment’s most proper method of analyzing. Both quantitative and qualitative method are used equally. Some of the techniques used in this research are : 1.6.1 Survey Technique Given that the data collection process plays an important role for the success of this study, then we use several techniques to support our analysis. Some of the techniques we use are: Focus Discussion Group: We use this method to determine some of the analysis that does not require quantitative data, for example, that in determining the hypothesis. Focus group discussion was conducted by our own group, along with asking for some of our friends. Questionnaire: Questionnaire is one of our methods for gathering information from respondent. Types of questionnaire that we use are closed and open questionnaire. Where the enclosed questionnaire consisted of multiple choice and likert scale, where respondents have been given the option to choose the answer that the respondent directly. For example, we use it when asked about the integrated marketing communication. But, we also use an open questionnaire where there are several questions that lead respondents to answer freely according to their own opinions. For example, we use it when asked about customer perceptions towards the brand. The reason for using a questionnaire with combined type is so that makes it easy for respondents to answer. In addition, in order to help researchers to find out more in depth about their opinions on each underlying respondents. Thus, the data obtained more complete and varied. The questionnaire distributed to the people of Bandung, both users shampoo Sunsilk, Pantene, Dove, or not all three. 1.7 Brand Competitor Selection The object brands of the study are Pantene, Sunsilk, and Dove do to several similarity
  • 5. 6 regarding certain marketing aspects. Firstly, the similarity of category of each shampoo which is mainly woman shampoo. Then, we look at the price from that shampoo which approximately from IDR 25,000 until IDR 35,000. Then, they has the same size which is 340 ml. After we look at the segments, it could be clearly seen as woman with middle income. So, we decide to choose the three brand of woman shampoo such as Pantene, Sunsilk and Dove to be researched.
  • 6. 7 Chapter 2 Brand Profile 2.1 Company Profile 2.1.1 P&G Procter & Gamble Co. (P&G) is in Fortune 500, American multinationalcorporation based in Cincinnati, Ohio, that manufactures a wide range of consumergoods. It is a brand behemoth. The world's number one maker of household products courts market share and billion-dollar brands. As of 2008, P&G is the 6th largest corporation in the world by market capitalization and 14th largest US company by profit. It is 10th in Fortune's Most Admired Companies list (as of 2007). P&G is credited with many business innovations including brand management, the soap opera, and "Connect & Develop" innovation. According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising than any other company; the $2.62 billion it spent is almost twice as much as General Motors, the next company on the Nielsen list. P&G was named 2008, Advertiser of the Year by Cannes International Advertising Festival. est company in the world in Fast Moving Consumer Goods (FMCG) industry. It manufactures nearly 300 brands (such as:Ariel,Blend-a-Med,Bonux,Head&Shoulders,Pampers, Always,Fairy,Gillette,Wella) to nearly five billion customers, competing in 160 marketplaces. More than 130 000 employees in more than 80 countries worldwide work everyday to provide products of superior quality and value to the world's consumers. 2.1.2 Unilever
  • 7. 8 Unilever is amulti-national corporation, formed of Anglo-Dutchparentage that owns many of the world'sconsumer productbrands. Infoods, beverages,cleaning agentsandpersonal care products. Unilever employs nearly 180,000 peopleand had a world wide revenue of almost€40 billion in 2005. Unilever is adual-listed companyconsisting of Unilever NV inRotterdam,Netherlands and Unilever PLC inLondon,England. This arrangement is similar to that of ReedElsevier , and that of Royal Dutch Shellprior to their unified structure. 2.2 Brand Profile 2.2.1 Pantene Pantene was first established in 1945 by Swiss drug company namely Hoffman- LaRoche as one of premium hair care throughout Europe, with glass bottle and exclusive fragrant. In 1960 Pantene went abroad to USA in order to reach wider target market in the centre of economic, thus gaining remarkable positioning with its exclusive sales in certain high-end retail store, such as Saks at Fifth Avenue. After the successful introduction in USA, Pantene did another remarkable change in appearance that creates a physical differences and identifier, which was using golden bottle cap in every products of them. Seeing the warm welcome in the market, Pantene started to get serious in the term of chemical substances and a much more scientific purpose, by elevating the scientific expertise and health-and-beauty hair orientation. By 1986, Acquisition by P&G set Pantene’s step in worldwide market, by distributing Pantene and made it well-known around the world in 1990 after a remarkable campaign that break through the history of hair and beauty products’ advertising with its ‘Don’t Hate Me Because I’m beautiful’. The revolution of Pantene’s products has followed subsequently with the newly-developed types of products that now has reach 100 in types. Pantene as well as penetrating through high-end fashion with endorsements from Allure, Vogue, Milan Fashion Week, and Cosmopolitan, successfully shaping its market and positioning to a specified criteria. In Indonesia, Pantene has successfully created its own market segmentation and target, making it one of the top-notch brands of Shampoo in Indonesia from the perspective of market share and awareness. Engaging several infamous celebrities as their ambassadors has successfully bringing the name onto the surface. In Indonesia itself, there are 4 types of haircare product ranging from shampoo, conditioner, until leave on treatment, with 7 variations of function.
  • 8. 9 2.2.2Sunsilk Sunsilk was first found in 1954 as one of the hair care brand of Unilever, aiming women as their target market. Sunsilk was one of the first liquid shampoo, and one who create different varieties for each hair needs. By the time Sunsilk expand its coverage globally, the brand has become one of the best brand for shampoo in the world. Nowadays, Sunsilk improve the scientific approach and endorsing world class hair expert to enhance the image and create marketing approach to gain awareness and spot themselves in certain class with the professionals. Sunsilk in Indonesia is targeting a wide market of woman from every aspect possible, and this could be seen from the competitive price of Sunsilk compared to the other brand of shampoo. Sunsilk has been active in experimenting the variations of the shampoo regarding the need of Indonesians, ranging from the usage of urang-aring for black hair, which is quite an importance in Indonesia which most of the population have black hair, to the usage of herbs for protection of the hair of women who are wearing veil. Currently, Sunsilk progressively approaching market with the Color Creation alongside the Hair Expert. 2.2.3 Dove Dove is Unilever’s brand of hair and beauty care products that includes shampoo, soap both liquid and bars, deodorant, etc.), and it was introduced to public in 1955. Since the beginning until now, Dove has expanded its market territory to more than 80 countries worldwide. Dove’s brand logo is remarkably known as the silhouette of the same bird as its name. In Indonesia, Dove’s types of product ranged from hair care, bar/body wash, lotions, deodorant, and face wash. The haircare alone cover 9 hair problems, with 4 type of hair care product, which are shampoo, conditioner, treatment, and oil. In Indonesia, Dove has its own class, and its campaign for real beauty really make a breakthrough in Indonesia market. Its ambassador took a place in high market, as well as its competitor in female shampoo industry, Pantene.
  • 9. 10 Chapter 3 LiteratureReview Brand Value Chain 3.1 Market Performance and Its Components The customer mindset and marketplace multipliers affect how customers react or respond in the marketplace to the brand in a variety of ways. There are six key aspects or dimensions of that response. The first two (related) dimensions are price premiums and price elasticity. How much extra are customers willing to pay for a comparable product because of its brand? And how much does their demand for the brand increase or decrease when the price rises or falls? A third dimension, market share, measures the success of the marketing program in driving brand unit sales. Taken together, the first three dimensions determine the direct revenue stream attributable to the brand over time. Brand value is created with higher market shares and greater price premiums, which result partly from more elastic responses to price
  • 10. 11 decreases and inelastic responses to price increases. The fourth dimension is the success of the brand in supporting line and category extensions and new product launches into related categories. This dimension captures brand expansion potential and the ability to add enhancements to the revenue stream. The fifth dimension is cost structure or, more specifically, the ability to reduce marketing program expenditures for the brand because of the prevailing customer mindset. In other words, because customers already have favorable opinions and knowledge about a brand, any aspect of the marketing program is likely to be more effective for the same expenditure level. Alternatively, the same level of effectiveness can be achieved at a lower cost because ads are more memorable and sales calls are more productive. When combined, these five factors lead to brand profitability, the sixth dimension. In short, brand value is manifested at this stage by profitable sales volumes. (How Do Brands Create Value: Value Emerges Through a Unique Chain of Events - by Kevin Lane Keller and Donald R. Lehmann (Page: 29-30) 3.2 Brand Equity and Its Components Aaker Brand Equity Model Brand is an asset which is developed and managed cautiously. Brand equity is the different set of assets which differentiate the market offering and knowing the effects on customers attitude and behavior (Philip Kotler in principles of Marketing p:203). Brand equity is built and measure by brand awareness, brand association, brand loyalty and brand perceived quality.. (Aker: 1991). The very first three components are responsible to give knowledge to the customers about the brand and impinge on the brand loyalty which is the core part of brand equity. For the perspective of creating brand awareness and brand association noteworthy role is advertising and word of mouth. (Jing Bill Xu and Andrew Chan: 2009). In retail industry the electronic media and internet are the best channels to build up the brand equity (Jaehee Jung and Eunyoung Sung: 2006). Brand association and brand loyalty is the essence of brand equity. The focusing element is loyalty to develop the brand equity. (Xiao Tong and Jana M. Hawley:
  • 11. 12 2009). If the high behavioral loyalty by the customers the more brand equity will consider. There is no relation between behavioral loyalty and belief, but behavioral loyalty and belief simultaneously add in the loyalty regarding attitude. (Steven A. Taylor and Kevin Celuch: 2004). Satisfaction and loyalty of attitude are the main deriving forces and enable the customers to make the purchasing among the availability of different brands. To enhance the brand loyalty companies must focus on additional services in the most expensive brand where the switching cost of brand is very high (Ahmed H. Tolba and Salah S. Hassan: 2009). Social responsibility for the welfare of the society leverage the perceived quality, reputation of company and loyalty with company and all three components leads to develop the brand equity. (Urszula wierczy ska- Kaczor1, Paweł Kossecki: 2007). Brand equity provides value to the firm in at least six ways. (Aaker 1992, 31–32) First, brand equity can enhance the efficiency and effectiveness of marketing programs. A promotion, for example, that provides an incentive to try a new flavour or new use will be more effective if the brand is familiar and if the promotion does not have to influence a consumer sceptical of brand quality. An advertisement announcing a new feature or model will be more likely to be remembered and stimulate action, if the potential consumer has a high-quality perception of the brand. Second, brand awareness, perceived quality, and brand associations can strengthen brand loyalty by increasing customer satisfaction and providing reasons to buy the product. Even when these assets are not visibly pivotal to brand choice, they can reassure the customer, reducing the incentive to try other brands. Enhanced brand loyalty is especially important in buying time to respond to competitor innovations. Third, brand equity will usually provide higher margins for products by permitting premium pricing and reducing reliance on promotions. In many contexts, the elements of brand equity serve to support premium pricing or to resist price erosion. In addition, a brand with a disadvantage in brand equity will often have to invest more in promotional activity just to maintain its position in the distribution channel. Fourth, brand equity can provide a platform for growth by brand extensions. Fifth, brand equity can provide leverage in the distribution channel as well. Like customers, channel members have less uncertainty dealing with a proven brand name that has already achieved recognition and has established strong associations. Further, by having a strong brand, companies have the potential to gain efficiencies and synergies by the use of the product’s visual impact on the store shelf and in promotion. Finally, brand equity assets provide a firm with a significant advantage: a barrier that may prevent customers from switching to a competitor.
  • 12. 13 3.3 Milward’s Brown Brand Dynamic Brand Dynamics Pyramid gives a graphic representation of the strength of relationship consumers have with your brand. Brand Dynamics tell 1) where your brand is now, what affects the performance of your brand, and what you need to say and do 2)whether you are getting your message across 3) whether you are moving towards where you want to be relative to competition and investment 4) whether your marketing efforts succeeded or failed, where you want go now, and what you need to communicate. Bonded consumers – those at the top level of the Pyramid – not only have a stronger relationship with a brand, but empirical evidence shows they spend more of their category expenditure on the brand than those at lower levels of the Pyramid. So, by looking at the shape of your brand’s Pyramid vs the competition, you can quickly see how many loyal bonded people your brand has, and who they are. 3.4 Integrated Marketing Communications and Its Components Marketing is the process by which companies generate values for the customers according to their need and build long term relations with customers in order to gain the value from the customers in return (Philip Kotler: principle of marketing 13th addition.p:5: 2003). To enhance the value of market offering marketers use the combination more than a few methods, all have aim to raise the benefits and minimize the cost. In starting the marketers apply selling techniques and bring the highly standardize products in the markets with the help of mass marketing strategies for mass customers and later on the integrated marketing communication came to existence in 1990 (Kotler, 2003). Promotional tools are the combination of advertising, price promotion, personal selling, public relations and direct marketing (Blythe, 2000). The IMC is basically related create awareness initially and capture the interest of target market (Olof Holm: 2006). A potent linkage exists between the allocation of advertising budget and
  • 13. 14 customer’s perception toward the market offering whereas the negative linkage between the advertising and capturing the market share. (George S. Low: 2000). The creation of brand personality includes the corporate communication and the adjustment of brand life cycle. In this way a company can use the advertising strategy to influence the customers in the process of creating effective brand personality with aspect of his sincerity, emotional attachment and popularity (Rajagopal: 2006). Sponsorship advertising is the very good tool to build the brand equity. In today’s life which has become highly competitive environment for capturing the interest of customers. It is impossible that firms confine their communication by a single tool of communication. It should investigate that how a company may communicate with other tools like personal selling and public relatios. (Francois A. Carrillat and Alain d’Astous: 2009). In the level of introduction the price promotion is a helping tool to uplift the unit sale but in long term it creates the negative impact on the health of brand. (Chu-Mei-Liu: 2002). Price promotion is hurdle to create the association of brand with aspect of quality. Reduction in price has a more negative impression on the perceived quality among the all parts of brand equity. (Michael Clayton and Jun Heo: 2011). Price premium especially in grocery sector stress on the brand equity regarding the four dimension of brand equity, packaging, attributes a quality. On grocery stores are more quality transparence in the perception of customers and high prices show the uniqueness and brand content. (Johan Anselmsson: 2007). Personal selling has a valuable impact on the brand loyalty. Companies use the personal selling strategies to build up the customer trust which strengthen the brand loyalty of customers and contribute the brand equity. The impact of PR is moderating on brand, when a company has a unfavorable brand image, it should use the personal strategies to capture the customer trust (An-Tien Hsieh and Chung-Kai Li: 2007). In marketing communication the direct or online marketing environment provide the sufficient challenge and opportunities which is very important to enhance the brand image and develop the brand strategies in the era of online branding (Jennifer Rowley: 2004). Text messaging is using as a tool of marketing to remind the customers rather than a comprehensive marketing campaign with the improving of marketing strategies as well as service quality. The management should make sure the least possible irritating while developing the message marketing strategies. Interactive ad is mostly used in text marketing campaign in today world (Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang : 2012). Direct marketing create the perception among the customers that company has a variety of products, values for money and allow them to compare the prices and this tool is mostly using by the brand managers to concentrate on brand equity(Rosa E. Rios and Hernan E. Riquelme: 2008) Management of public relation and the training of sale persons may help to establish the brand strength for a company which differentiates the firm in competitive environment. (Patrick Poon, Gerald Albaum and Peter Shiu-Fai Chan: 2012).
  • 14. 15 Chapter 4 Brand Analysis 4.1 Market Performance 4.1.1 Market Share Market Share is the percentage of product sales in market, seeing the brands of the same line. In this case we have asked 103 correspondents on the shampoo brand that they are using. 24% out of 103 use Pantene, which is significantly high compared to the total of 10 major brands (the rest are considered as others because of minor amount of respondents).
 The result of this comparably high market shares. 4.1.2 Price Premium Price Premium or could be referred as price relative is a percentage of how much a selling price is exceeding (or falling) behind a benchmark price. It is one of the tools to monitor whether our pricing strategies are competitive or not. Change in price premium could also tell the conditions of supply and demand whether there is a shortage, excess inventory, etc. There are generally many ways to set the benchmark price. The four most common are competitor(s) price, unit sales weighted average price, the simple unweighted average price, and the display weighted average price. The equitation is quite simple
  • 15. 16 Price premium (%) = [Brand A price ($) - Benchmark price ($)] / Benchmark price ($) In deciding the benchmark price we use the unweighted average price because of its simplicity. We only need to know the price of product in the category to calculate the benchmark. In calculating the price premium we’re categorizing the entire sample variant based on the volume size because it has been standardized. Then after categorizing all of the shampoos we choose one category which is the shampoo who has 340 ml net content. After that we conduct an observation to a Local supermarket (in this case is at Yogya department store that is located on Riau Junction Mall) to look for the price on all the three brands (Pantene, Sunsilk, and Dove).We done the observation on October 31st2013. The Result of our observation are as followed: Brand Sample: Pantene, Dove, Sunsilk, Head & Shoulder, Clear, Rejoice, and Lifebuoy which has around 340 ml size 1. Sunsilk : Rp 26.500,- all variant 2. Pantene variant : Between Rp 29.950,- and Rp 33.350,- depends on the variant 3. Dove : Rp 33.350,- all variant 4. Head & Shoulder : Rp 32.950,- all variant 5. Clear : Rp 34.250,- all variant 6. Rejoice : Rp 23.100,- all variant 7. Lifebuoy : Rp 22.500,- all variant Based on that, we calculate the market average price for the shampoo that has 340 ml on content as a benchmark value. For Pantene we will use the most expensive variant. Benchmark value = (26.500+30.500+33.350+32.950+34.250+23.100+22.500) / 7 (Average Price) = (203.150) / 7= Rp 29.021,42 After calculating the average market price then we could calculate the price premium Price Premium for Sunsilk = (26.500 – 29.021,42)/29.021,42 = 8,69% Price Premium for Pantene = (30.500 - 29.021,42)/ 29.021,42 = 5,09% Price Premium for Dove = (33.350 - 29.021,42)/ 29.021,42 = 14,92% We could compare then see that Pantene does not take big price premium compared to its tighter competitor. This, if compared to our previous survey on brand equity, could be caused by
  • 16. 17 consumers perceived quality on Pantene, Compared to Dove. While Dove has 64% of its customers believe that Dove has given the composition that satisfying, Pantene got 46% of the vote. The Price-Quality relation shows that while Pantene only has 46% of the vote as satisfying, Dove got more than half, which is 55%. 4.1.2 Price Elasticity Price elasticity is a measurement on the demand occurrence related to certain changes in price. it gives the percentage change in quantity demanded in response to a one percent change in price. If the price elasticity is high, the more the sensitivity of demand is to price change, and vice versa. Price Elasticity are almost always negative, although we tend to ignore the sign. the indicator is as followed Value Descriptive Terms Perfectly inelastic demand Inelastic or relatively inelastic demand Unit elastic, unit elasticity, unitary elasticity, or unitarily elastic demand Elastic or relatively elastic demand Perfectly elastic demand The Equitation to calculate price elasticity as followed (total consumer/ changed after price increase) / (2000/price of shampoo) Based on our calculation we get that Pantene has price elasticity of -2.78 Sunsilk with - 9.37 and Dove with -3.00. This Figures show the following conclusion: 1) Sunsilk is the most elastic brand among the three, which could be concluded that the brand is the most sensitive brand to price change. 2) Dove is the second most elastic brand among the three but the elasticity is not as extreme as Sunsilk, the value is closer to Pantene’s. 3) Pantene have the lowest price elasticity among the three although when we look at the value it still count as relatively elastic. 4.1.4 Expansion Success Based on the survey conducted previously, we have asked the correspondents regarding what they acknowledged about the other product that belongs to the brand, as we refer in this report, Pantene, Sunsilk, and Dove. In this part we separate the brand expansion success based on how many answers that is right, and how many right answers each correspondent could answer. PANTENE
  • 17. 18 Cureently, Pantene expanse the brand and its products widely in Indonesia, within the range of Shampoo, Conditioner, Leave-in Treatment products, and Rinse off products. Shampoo: Total Damage Care Anti-Dandruff Lively Clean Anti-Hair fall Control Long Black Silky Smooth Care Nature Fusion Fullness and Life Nature Fusion Smoothness and Life Conditioner: Total Damage Care Hair Fall Control Silky Smooth Care Nature Fusion Fullness and Life Nature Fusion Smoothness and Life Rinse off Treatment: Total Damage Care Intensive Hair Mask Hair Fall Control Daily Rinse off Treatment Nature Fusion Fullness and Life Intensive Hair Mask Nature Smoothness and Life Intensive Hair Mask Leave-In Treatment: Silky Smooth Care : All Day Smooth Miracle Water RESULTS: 25.7% out of 103 correspondents could not answer the questions right at all, while at maximum, 31.4% could answer up to 2 answers right, and 28.5% could answer only 1 questions right. Regarding the products of Pantene that they answer rightly, mostly or 38% of the answers is Pantene Anti Hair Fall Control products. The second most known product of Pantene is Pantene Anti Dandruff product in 29%, and Silky Smooth Care in the 3rd place with only 9%. SUNSILK Shampoo: o Damaged Hair Treatment o Soft & Smooth o Black Shine o Hair Fall Solution o Frizz & Weather Defense o Clean & Fresh o Anti-Dandruff Solution
  • 18. 19 Conditioner: o Damaged Hair Treatment o Soft & Smooth o Black Shine o Hair Fall Solution o Frizz & Weather Defense o Clean & Fresh o Anti-Dandruff Solution RESULTS: 50.00% out of 103 correspondents could answer the questions right at all, while at maximum, 2.94% could answer up to 4 answers right, 8.82% could answer up to 3 answers right, 11.76% could answer up to 2 answers right and 26.47% could answer only 1 questions right. Regarding the products of Sunsilk that they answer rightly, mostly 57.69% of the answer is Sunsilk Black Shine products. The second most known product of Sunsilk is SunsilkHair Fall Solution product in 11.74%, and Sunsilk Anti-Dandruff Solution in the 3rd place with 11.74%. DOVE Hair Care: o Shampoos:  Dove Dandruff Care Shampoo  Dove Intense Care Shampoo  Dove Daily Shine Shampoo  Dove Nourishing Oil Care Shampoo  Dove Hair Fall Treatment Shampoo o Conditioners:  Dove Nourishing Oil Care Conditioner  Dove Daily Shine Conditioner  Dove Hair Fall Treatment Conditioner  Dove Intense Care Conditioner o Treatment Conditioners:  Dove Intense Care Daily Treatment Conditioner  Dove Intense Care Treatment Mask  Dove Intense Care Overnight Treatment  Dove Nourishing Oil Care Daily Treatment Conditioner  Dove Nourishing Oil Care Treatment Mask  Dove Hair Fall Daily Treatment Conditioner  Dove Hair Fall Treatment Mask  Dove Intensive Roots Treatment o Styling aids:  Dove Nutritive Therapy Nourishing Oil Serum  Dove Hair Fall Treatment Serum Bar/Body Wash: o Bar  Dove White Beauty Bar
  • 19. 20 o Body Wash  Dove Body Wash Fresh Touch  Dove Body Wash Deeply Nourishing  Dove Body Wash Revive Deodorant: o Spray:  Dove Whitening Silk Dry Spray  Dove Whitening Original Spray o Roll-Ons:  Dove Whitening Silk Dry Roll On  Dove Whitening Original Roll On Body Lotions: o Dove Body Lotion Essential Nourishment o Dove Body Lotion Silky Nourishment o Dove Body Lotion Go Fresh Nourishment o Dove Body Lotion Indulgent Nourishment RESULTS: 64.71% out of 103 correspondents could answer the questions right at all, while at maximum, 2.94% could answer up to 4 answers right, 5.88% could answer up to 3 answers right, 29.41% could answer up to 2 answers right and 23.53% could answer only 1 questions right. Regarding the products of Dove that they answer rightly, mostly 35.00% of the answer is Dove Dandruff Care Shampoo products. The second most known product of Dove is Dove Hair Fall Treatment Shampoo product in 30.00%, and Dove Daily Shine Shampoo in the 3rd place with 7.50%. 4.2 Brand Equity 4.2.1 Perceived Quality Perceived quality: the extent to which a brand is considered to provide good 
 quality products can be measured on the basis of the following five criteria: - The quality offered by the product/ brand is a reason to buy it - Level of differentiation/ position in relation to competing brands - Price (as the product becomes more complex to assess, and status is at 
 play, consumers tend to take price as a quality indicator) - Availability in different sales channels (consumers have a higher quality 
 perception of brands that are widely available) - The number of line/ brand extensions (this can tell the consumer the 
 brand stands for a certain quality guarantee that is applicable on a wide scale) (Aaker, D.A. (1991), Managing Brand Equity; Capitalizing on The Value of a Brand Name)
  • 20. 21 In the questionnaire, there are several questions that are representing how well the perceived quality of the brands are (from question number six through ten, the answer method is by using likert scale). These questions are:
 1. Berapakah tingkat kepuasan Anda tentang packaging?(scale 1 – 5) 2. Berapakah tingkat kepuasan akan komposisi bahan?(scale 1 – 5)
 3. Berapakah tingkat kepuasan Anda akan nilai lebih yang ditawarkan?(scale 1 – 5)
 4. Berapakah tingkat kepuasan akan kesesuaian harga dan kualitas shampoo?(scale 1 – 5) 5. Secara keseluruhan, berapakah tingkat kepuasan Anda akan brand shampoo yang Anda gunakan? (scale 1 – 10) In this questionnaire, we determine each scale point with different meanings, they are: a. for scale 1- 5 
 1 : Strongly Disagree 2 : Disagree
 3 : Neutral
 4 : Agree 
 5 : Strongly Agree b. for scale 1 – 10 1 and 2 : Strongly Disagree 3,4 and 5 : Disagree 6,7and 8 : Agree 9 and 10 : Strongly Agree From those questions, we have recapped all the answers and calculated the percentage of each answer : From the data above we can see from 24 respondents that using Pantene, 67% or approximately 16 people give 4 point out of 5 for packaging quality of Pantene, 25% or approximately 6 people give 5 point and only 8% or 2 people that give 3 point. So, the user of
  • 21. 22 Pantene are mostly AGREE with the percentage of 67% that the packaging quality is good. From the data above we can see from 11 respondents, 45% or approximately 5 people give 4 point out-of-5 regarding the Dove packaging quality, 27% or 3 people give 5 point, 18% or 2 people give 3 point and 9% or 1 person give 2 point for the packaging quality. So, the user of Dove are mostly AGREE with the percentage of 45% that Dove’s packaging quality is good. From the data above we can see that from 10 respondents, 50% or 5 people give 4 point out- of-5 for Sunsilk’s packaging quality, 30% or 3 people give 3 point and 20% or 2 people give 5 point. So, the user of Sunsilk are mostly AGREE with 50% percentage that Sunsilk’s packaging quality is good.
  • 22. 23 From the data above, we can see from 24 respondents that 46% or 11 people give 4 point out- of-five for the composition satisfaction of Pantene, 38% or 9 people give 5 point, 13% or 3 people give 3 point and 4% or 1 person gives 2 point. So, the user of Pantene are mostly AGREE with 46% percentage that Pantene’s composition can satisfy them. From the data above, we can see from 11 respondents that 64% or 7 people give 4 point out-of- five to the satisfaction of Dove’s composition, 27% or 3 people give 5 point and 9% or 1 person gives 3 point. So, the user of Dove are mostly AGREE with 64% percentage that Dove’s composition can satisfy them.
  • 23. 24 From the data above, we can see from 10 respondents that 70% or 7 people give 4 point out-of- five for composition’s satisfaction, 20% or 2 people give 5 point and 10% or 1 person gives 3 point. So, the user of Sunsilk are mostly AGREE with 70% percentage that Sunsilk’s composition can satisfy them. From the data above, we can see that from 24 respondents, 63% or 15 people give 4 point out- of-five for satisfaction about the shampoo’s value, 21% or 5 people give 5 point and 17% or 4 people give 3 point. So, the user of Pantene are mostly AGREE with 63% percentage that Pantene’s value can satisfy them.
  • 24. 25 From the data above, we can see that from 11 respondents, 45% or 5 people give 4 point out- of-five for value’s satisfaction, 36% or 4 people give 5 point and 18% or 2 people give 3 point. So, the user of Dove are mostly AGREE with 45% percentage that Dove’s value can satisfy them. From the data above, we can see that from 10 respondents, 70% or 7 people give 4 point out- of-five for value’s satisfaction, 20% or 2 people give 3 point and 10% or 1 people give 2 point. So, the user of Sunsilk are mostly AGREE with 70% percentage that Sunsilk’s value can satisfy them. Price-Quality Relation
 Results of the proper connection between the price value and shampoo’s quality
  • 25. 26 From the data above as we can see from 24 respondents, 46% or 11 people give 4 point out-of- five for the proper connection between the price and shampoo’s quality, 42% or 10 people give 5 point and 13% or 3 people give 3 point. So, the user of Pantene are mostly AGREE with 46% percentage that by the price tag, Pantene can deliver such quality to the consumer. From the data above we can see from 11 respondents that 55% or 6 people give 4 point out-of- five, 27% or 3 people give 5 point and 18% or 2 people give 3 point. So, the user of Dove are mostly AGREE with 55% percentage that by the price tag, Dove can deliver such quality to the consumer. From the data above we can see that based on 10 respondents’ answer, 90% or 9 people giving 3, 4, and 5 point out of five respectively (3 people for each point) an the remaining 10% or 1 person gives 2 point. So, we have Mixed Answers ranging from NEUTRAL through STRONGLY AGREE with the same percentage of 30% each that by the price tag, Sunsilk can deliver such quality to the consumer. Overall Quality
 Results from a whole package of satisfaction that served for the respondents including packaging, composition, product value, proper connection between price and quality and other related things.
  • 26. 27 From the data above we can see that based on 24 respondents, 42% or 10 people give 9 point out of ten for overall quality, 33% or 8 people give 8 point, 17% or 4 people give 7 point and 8% or 2 people give 10 point. So, the user of Pantene are mostly STRONGLY AGREE with 42% percentage that the overall quality of Pantene is good. Based on weighted average method, the final score of Pantene’s Overall Quality is: (7 x 4)+(8 x 8)+(9 x 10)+(10 x 2) / (4 + 8 + 10 + 2) = 202 / 24 = 8.42 From the data above we can see that based on 11 respondents, 45% or 5 people give 8 point out of ten, 36% or 4 people give 9 point, 9% or 1 person gives 7 point and the last portion give 10 point. So, the user of Dove are mostly AGREE with 45% percentage that the overall quality of Dove is good. Based on weighted average method, the final score of Dove’s Overall Quality is: (7 x 1)+(8 x 5)+(9 x 4)+(10 x 1) / (1 + 5 + 4 + 1) = 93 / 11 = 8.45
  • 27. 28 From the data above we can see that based on 10 respondents, 40% or 4 people give 8 point out of ten, 30% or 3 people give 9 point, 10% or 1 person gives 4 point, 10% gives 7 point and 10% gives 10 point. So, the user of Sunsilk are mostly AGREE with 40% percentage that the overall quality of Sunsilk is good. Based on weighted average method, the final score of Sunsilk’s Overall Quality is: (4 x 1)+(7 x 1)+(8 x 4)+(9 x 3)+(10 x 1) / (1 + 1 + 4 + 3 + 1) = 8 4.2.2 Brand Awareness Brand awareness: the extent to which a brand is known among the public, 
 which can be measured using the following parameters: - Anchor to which associations can be attached (depending on the 
 strength of the brand name, more or fewer associations can be attached 
 to it, which will, in turn, eventually influence brand awareness) - Familiarity and liking (consumers with a positive attitude towards a brand, 
 will talk about it more and spread brand awareness) - Signal of substance/ commitment to a brand. - Brand to be considered during the purchasing process (to what extent 
 does the brand form part of the evoked set of brands in a consumer’s 
 mind) (Aaker, D.A. (1991), Managing Brand Equity; Capitalizing on The Value of a Brand Name) 4.2.2.1 Brand Recall
 A qualitative measure of how well a brand name is connected with a
  • 28. 29 product type or class of products by consumers. The data was extracted from the Top of Mind of the respondents that was asked. Brand Recall is being determined by asking the respondents to name 3 shampoo brands, concluding that the first brand that they made as answer is their top of mind, thus we could find that Pantene advanced in the 1st position with 32 out of 103 respondents as the brand they could recall the most, and followed with Sunsilk with half of their percentage (16 out of 103), and Dove (15 out of 103), and the other 8 brands on the list of top of mind brands. 4.2.2.2 Brand Recognition
 is the extent to which the general public, or target market, is able to identify a brand by itsattributes. The success determinator would be seen when people could state a brand without being explicitly exposed to the company’s name. In the questionnaire, we gave several pictures of brand logo, and brand ambassadors of the main products that we compared, which are Pantene, Sunsilk, and Dove.
  • 29. 30 To determine the Brand Recognition of the main 3 products that we assess, we asked the respondents their knowledge of Pantene, Sunsilk, and Dove without explicitly showing the full name of the brands, and instead, showing pictures of brand logo and ambassadors. 26% of the respondents could answer the question about Sunsilk, being the least accurate compared to Dove with 38%, and Pantenewith 36%. 4.2.3 Brand Loyalty
 Brand loyalty: the extent to which people are loyal to a brand is expressed in 
 the following factors: - Reduced marketing costs (hanging on to loyal customers is cheaper than 
 charming potential new customers) - Trade leverage (loyal customers represent a stable source of revenue for
  • 30. 31 
 the distributive trade) - Attracting new customers (current customers can help boost name 
 awareness and hence bring in new customers) - Time to respond to competitive threats (loyal customers that are not 
 quick to switch brands give a company more time to respond to competitive threats) (Aaker, D.A. (1991), Managing Brand Equity; Capitalizing on The Value of a Brand Name) 4.2.3.1 Behavioral Loyalty is a form of loyalty which is based on the behavior of the consumers, and this would be shown in the repetitive purchase and their loyalty out of availability. We categorize their behavioral loyalty based on the purchase frequency. Less than 3 months would be Low Loyalty, 3-6 is Moderate, and More than 6 months is High Loyalty. 79% of the consumers (19 out of 24) has been purchasing Pantene for more than 6 months, while 13% (3 out of 24) used the product for 3-6 months, and 8% (2 out of 24) has only been using the product for less than 3 months.
  • 31. 32 6 out of 10 consumers of Sunsilk could be considered as Behaviorally Loyal due to the fact that they have been using this brand for more than 6 months, while 2 of them has been moderately loyal, and 2 others are low in behavioral loyalty. 8 out of 11 consumers of Dove are Highly Loyal, 2 of 11 are moderately loyal, and 1 of them is considered low. Based on Behavioral Loyalty, Pantene has the most loyal consumers, then followed by Dove, and Sunsilk. 4.2.3.2 Attitudinal Loyalty is a form of loyalty shown by the customers’ attitude toward the brand, where they found no substitute of the brand they used. In the questionnaires used in this report, we asked the respondents of the possible factors that might make them change the products they are currently using, and categorize the factors into 2 issues, which is External and Internal. Internal factors are the issues that come from the brand within its company (eg : Dangerous chemical substance, price inclination), while External is the contrary (eg : Better brand, Lower price brands). This could determine the depth of loyalty of each brand’s consumers.
  • 32. 33 100%, which means 24 out of 24 consumers of Pantene would leave the product if only the external issue has occurred, which is from outside of the company and brands. 90% of 10 consumers of Sunsilk consumers would leave the product if there is any external issue, such as the rumors of Dangerous chemical substance contained in the shampoo, or the discount of competitors’ products, and 10% would leave the product if there is internal factor occurred. 82% out of 11 Dove consumers would leave the product if there is any external factor occurred, while 18% is on the contrary, they would leave the product on internal factor. Pantene has the least loyal consumers when it comes to External issue, but in the contrary when it comes to Internal issue.
  • 33. 34 4.3.3 BRAND ASSOCIATION
 Brand associations: associations triggered by a brand can be assessed on the basis of the five following indicators: - The extent to which a brand name is able to ‘retrieve’ associations from 
 the consumer’s brain (such information from TV advertising) - The extent to which association contribute to brand differentiation in rela- tion to the competition (these can be abstract associations, such as ‘vital- ity’, or associations with concrete product benefits, such ‘will leave your 
 washing cleaner’) - The extent to which brand associations play a role in the buying process 
 (the greater this extent, the higher the total brand equity) - The extent to which brand associations create positive attitude/ feelings 
 (the greater this extent, the higher the total brand equity) - The number of brand extensions in the market (the greater this number, 
 the greater the opportunity to add brand associations) (Aaker, D.A. (1991), Managing Brand Equity; Capitalizing on The Value of a Brand Name) From 103 respondents, each person gave 3 words about Pantene, Sunsilk, and Dove, we can conclude that what they are thinking about Pantene, Sunsilk, and Dove are: BRAND AMBASSADOR Total Favorability Uniqueness Strength PANTENE Anggun 42 38.71% 35.48% 12.90% Rossa 10 9.77% 12.90% 6.67% Raline Shah 6 11.73% 14.23% 5.45% SUNSILK Raisa 6 9.52% 7.13% 5.34% Jamal Hamadi 6 7.13% 16.56% 6.43% Thomas Taw 3 5.23% 13.1% 2.44% DOVE Maya Ahmad 6 7.12% 6.65% 3.78% VARIANT Total Favorability Uniqueness Strength PANTENE Anti Ketombe 15 13% 9.67% 29.03% Anti Rontok 7 11.23% 7.56% 13.45% SUNSILK Hitam 37 29.03% 16.12% 25.80% Kuning 5 18.9% 14.65% 17.45%
  • 34. 35 KUALITAS Total Favorability Uniqueness Strength PANTENE Lembut 20 16.13% 3.22% 9.67% Bagus 10 12.90% 12.90% 22.58% Hitam 6 6.42% 7.67% 6.89% Harum 14 9.77% 29.03% 19.35% Panjang 10 19.35% 41.93% 25.80% Berkilau 7 9.87% 6.11% 4.56% Halus 5 8.76% 4.34% 2.22% SUNSILK Hitam 37 29.03% 16.12% 25.80% Panjang 14 32.26% 25.80% 16.12% Murah 17 12.90% 19.35% 25.80% Berkilau 15 22.58% 16.12% 29.03% Variatif 12 35.48% 48.38% 25.80% Harum 11 16.13% 6.67% 19.35% Lembut 10 19.35% 16.12% 19.35% Lurus 8 7.67% 9.67% 5.45% DOVE Lembut 41 51.61% 58.06% 48.38% Putih 20 45.16% 61.29% 29.03% Harum 16 35.48% 32.35% 29.03% Halus 10 12% 14.56% 6.33% Wanita 8 13.76% 9.14% 5.45% Mahal 7 6.23% 3.12% 2.13% From the Table above we know that Anggun, Lembut, and Anti Ketombe are the top three Brand Association of Pantene with percentage of Anggun (22%), Lembut (10%), and Anti Ketombe (8%).The top three Brand Association of Sunsilk are Hitam 20%, Murah 9%, and Berkilau 8%. Lembut, Putih, and Harum are the top three Brand Association of Dove with percentage of 25%, 12%, and 10%. The strength of Pantene is the idea of the product as / related to “Shampoo”, “Anti Ketombe”, and “Rambut Panjang”.The strength of Sunsilk is the idea of the product as / related to “Shampoo”, “Berkilau”, “Hitam”, “Variatif” and “Murah”. The strength of Dove is the idea of the product as / related to “Shampoo” and “Lembut”. The uniqueness of Pantene is its relation to “Anggun C. Sasmi” because one of the higher percentage among the other variables. We don’t include “Shampoo” and “Rambut Panjang” because those variables are not exclusively unique to Pantene.The uniqueness of Sunsilk is its relation to “Variatif” because it has the highest percentage among the other variables. We don’t include “Shampoo” and “Wanita” because those variables are not exclusively unique to Pantene. The uniqueness of Dove is its relation to “Burung” and “Putih”. We don’t include 
 “Lembut” and “Halus” because those variables are not exclusively unique to Pantene.
 The most favorable idea related to Dove is “Lembut” (51.61%) followed by “Putih” (45.16%). 

  • 35. 36 The most favorable idea related to Pantene is “Anggun C. Sasmi” (38.71%).The most favorable idea related to Sunsilk are “Variatif” (35.48%) followed by “Rambut Panjang” (32.26%). Comparison Pantene, Dove and Sunsilk has “Shampoo” in their strength, but the strongest of the three regarding their relation to “Shampoo” is Dove (48.38%). The strength of Pantene and Sunsilk is equal in their relation to the word “Shampoo” (35.48%). Each products have different uniqueness although Dove has the highest percentage in its own uniqueness “Burung” (64.51%) and “Putih” (61.29%). The second in term of uniqueness belongs to Sunsilk’s “Variatif” (48.38%), while the least uniques is Pantene’s “Anggun C. Sasmi” (35.48%). Dove has the most favorable identifier which is “Lembut” and “Putih” while “Anggun C. Sasmi” of Pantene following. The least of the favorable identifiers is Sunsilk’s “Variatif” and “Rambut Panjang”. 4.2.5 Milward Brown Brand Dynamic Millward Brown’s Brand Dynamics pyramid shows how many consumers have a relationship with the brand at five key stages. From simple awareness (Presence) through personal Relevance and good enough Performance, to the proportion recognising a clear competitive Advantage and finally those who are closely Bonded with the brand. Pantene Sunsilk
  • 36. 37 Dove Pantene has the highest market share, followed by Dove and Sunsilk, which is 54%, basedon the 103-respondents questionnaire. Dove has the absolute highest Relevance level with its customers, which is 100% , followed by Sunsilk on 90%, while Pantene is the lowest of all three in 88%. This shows that the customers of Dove definitely believe that it could solve their hair problem, while Pantene’s customers moderately think so. Pantene has the lowest Performance of 88%, while Sunsilk has the best Performance overall on 100%, stating that the rate for consumers for Pantene performance is not the best comparing to the other first-hand experienced Dove and Sunsilk customers. In the Advantage category, Dove has the highest score of 91%, which determine Dove’s customers trust that the product they use is the best compared to the other brands. Pantene is on the second rank with 88%, which shows moderate beliefs of its customers. In the Bonding category, Dove has the highest score of 91%, and Pantene get the second highest score of 84%. This is stating that the consumers of Dove more likely to be even more loyal to the brand, while the consumers of Pantene would be likely moderately loyal on the
  • 37. 38 brand, regarding the more profitable offering from other products. 4.2.6 Interrelation of Each Component of Brand Equity It should be noted that there exist similar interrelationships among the other brand equity dimensions. For example, perceived quality could be influenced by awareness (a visible name is likely to be well made), by associations (a visible spokesperson would only endorse a quality product), and by loyalty (a loyal customer would not like a poor product). In some circumstances it might be useful to explicitly include other brand equity dimensions as outputs of brand equity as well as inputs, even though they do not appear in Figure 1-3. (Aaker, Managing Brand Equity, 1991) Realise or not there is some pattern that is happening when we do observations on our research. There is some correlation like David asker said for example; 1. Perceived quality has a close knit correlation with brand awareness as a good quality product tend to be known by the masses. Pantene score the best out of three in the brand awareness section (top of mind and good brand recognition with 36%) and so is the perceived quality (42% in total quality) 2. The opposite also true for that. A bad brand awareness will lead to a bad perceived quality for example Sunsilk is not doing very good in brand awareness (only 26% could recognize sunsilk) so in perceived quality it is also not doing very well among the three (only 40% people agree that sunsilk is a good product) 3. Another example that good brand awareness will lead to good brand performance is like this: Dove performance in perceived quality is very good (45%) contributing to a good brand awareness 4. High brand loyalty could influence the brand awareness as a loyal consumer will always tell the people around him/her about their choice of product. for example is pantene which have 79% of loyalty in behavioural also have a great brand awareness (it is a top of mind based on our survey), 5. Dove loyalty also have a high mark (73%) because dove is perceived to be a good product (45% respondent Strongly agree this is a good product).
  • 38. 4.3 IntegratedMarketingCommunications 4.3.1 Marketing Communication Channel 1. Social Media Social media is playing an increasingly important brand communication role due its massive growth. Social media comes in many forms, such as You Tube, Facebook, Twitter, and Blogs. Panten, Sunsilk and Dove have used several official accounts at social media, such as Twitter, Facebook, and YouTube. These social media are as the media to connect the brand with their customers. Social mediacan build brand equity and integrated marketing communications of a brand. 2. Web Sites Web Sites is one of the best-established forms of online marketing communication for brands. It allows any type of consumer to choose the brand information relevant to his or her needs or desires. Although different segment may have different levels of knowledge and interest about the brand, well- designed Web Sites can effectively communicate to consumers regardless of their personal brand or communication history. 3.Brand Ambassador Brand ambassador is a marketing term for a person employed by an organization or company to promote its products or services. The brand ambassador is meant to embody the brand identity and uniqueness into one real form. The brand ambassadors must be able to use promotional strategies that will strengthen the customer-product/service relationship and influence a large audience to buy and consume more of the brand. 4. Event and Promotion Event Company sponsored activities and programs designed to create daily or special brand-related interactions. Event indirectly affect the sales of the product of a brand but this methode of marketing communication will be create brand awareness of brand from people that don't know the brand before. Promotion A variety of short term incentives to encourage trial or purchase of a product or service. Sales promotion is needed to attract new customers, to hold present customers, to counteract competition, and to take advantage of opportunities that are revealed by market research. It is made up of activities, both outside and inside activities, to enhance company sales. Outside sales promotion activities include advertising, publicity, public relations activities, and special sales events. Inside sales promotion activities includes window displays, product and promotional material display and promotional programs such as premium awards and contests.
  • 39. 40 5. Advertising Advertising is a form of marketing communication use to tell, encourage, persuade or manipulate its viewer to take or continue to take some action. although this is a very traditional channel, started being used around 200 years ago, it continued to be used today by almost all kinds of companies, either large or small. a good advertisement could increase almost all aspect of brand equity. TV Commercial is a span of Television programe produced and paid by an organization to conveys a message, typically to market a product or service. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television. Billboard A form of advertisement, billboard focuses on mass, one sided advertisement. It target is primary to increase the consumer brand awareness about particular brand. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Flash Advertisement in Youtube A new form of advertisement involving youtube as its partner. the video ad was played before youtube surfer plays their video choosen so the consumer are forced to see the video, indirectly increasing brand awareness. 6. Partnership is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property, according to IEG. While the sponsor (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return. Sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different to advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone. Sponsorship requires support elements. And, while advertising messages are controlled by the advertiser, sponsors do not control the message that is communicated. Consumers decide what a sponsorship means.
  • 40. 4.3.2 Timeline Marketing Communication 4.3.2.1 Timeline Marketing Communication of Pantene *Q1 = January, February, March, April *Q2 = May, June, July, August *Q3 = September, October, November, December Channel of Pantene 2009 2010 2011 2012 2013 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 SOCIAL MEDIA Twitter Facebook Youtube Website BRAND AMBASSADOR Nirina Zubir Dominique Diyose Gita Gutawa Anggun C. Sasmi Rosa Raline Shah EVENT & PROMOTIONS P&G Fair in Indomaret Pantene Package Pantene Hair Week Kilau Anggun Concert Pantene Pantene Hair Shot Contest Give your signature and get iPhone 4! Indonesian Family Care about Smart baby
  • 41. 42 Gift Campaign for Education from P&G and Hypermart Pantene Hair Mask Writing Competition Anggun Cari Bintang Pantene Merchandise for the lucky 400,000 likers in facebook fanpage Batik Photo Contest with Pantene Pantene Swissshers Photo Contest Valentine Photo Contest with Pantene Promotion Package Tour Hongkong and South Korea X-Factor in Indomaret Kemilau Hadiah Pantene Program (with Indomaret) Free Shopping with P&G and Pantene in Carrefour #LiburanBarengPantene Ramadhan with P&G in Carrefour Pantene Shine Moment ADVERTISING TVC Billboard Flash Advertising in Youtube Pantene Bus PARTNERSHIP SUPER SHOW 4 X-Factor
  • 42. 43 Indomaret Carrefour Hypermart 4.3.2.2 Timeline Marketing Communication Sunsilk *Q1 = January, February, March, April *Q2 = May, June, July, August *Q3 = September, October, November, December 4.3.2.3 Timeline Marketing Communication Dove *Q1 = January, February, March, April *Q2 = May, June, July, August *Q3 = September, October, November, December Channel of Sunsilk 2009 2010 2011 2012 2013 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Social Media Twitter Facebook Youtube Website Brand Ambassador Titi Kamal Raisa Julie Estelle EVENT & PROMOTIONS Sunsilk Co-Creation Sunsilk Hair Studio Sponsorship At Jakarta Islamic Fashion Week Sunsilk Up Style Bazaar 24 Jam Sunsilk Click The Car Partnership Indonesian Idol 2014 Channel of Dove 2009 2010 2011 2012 2013 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Q1 Q2 Q3 Social media
  • 43. 44 4.3.3 Evaluating Integrated Marketing Communication Twitter Facebook Youtube Website Brand Ambassador Maia Estianty Ersa Mayori Sarah Sechan Titi Sjuman EVENT & PROMOTIONS Dove Campaign For Real Beauty Dove Sisterhood Booth at Kota Casablanca Mall Booth at Century Citraland DOVE White Beauty Bar Office to Office Partnership Farmers Market Foodhall Carrefour
  • 44. 45 Table 1: Respondents’ Demography for Pantene Table 2: Respondents’ Demography for Sunsilk PANTENE CHARACTERISTIC USERS NON-USERS Gender Male: 30%; Female: 70% Male: 47%; Female: 53% Age 13-18: 8% 19-25: 82% 26-30: 4% 31-45: 6% 13-18: 17% 19-25: 83% Total Expense per Month 1-2M: 43% 2-5M: 47% >5M: 10% 1-2M: 52% 2-5M: 43% >5M: 4% Expense for Hair Treatment per Month 0-50k: 51% 51-100k: 34% >100k: 16% 0-50k: 48% 51-100k: 35% >100k: 17% Expense for Shampoo per Month 0-50k: 70% 51-100k: 19% >100k: 10% 0-50k: 70% 51-100k: 17% >100k: 13% SUNSILK CHARACTERISTIC USERS NON-USERS Gender Male: 30%; Female: 70% Male: 39%; Female: 61% Age 13-18: 10% 19-25: 79% 26-30: 3% 31-45: 8% 13-18: 9% 19-25: 88% 26-30: 3% Total Expense per Month 1-2M: 45% 2-5M: 43% >5M: 12% 1-2M: 55% 2-5M: 42% >5M: 3% Expense for Hair Treatment per Month 0-50k: 52% 51-100k: 33% >100k: 12% 0-50k: 46% 51-100k: 36% >100k: 18% Expense for Shampoo per Month 0-50k: 69% 51-100k: 21% >100k: 10% 0-50k: 73% 51-100k: 15% >100k: 12%
  • 45. 46 Table 3: Respondents’ Demography for Dove DOVE CHARACTERISTIC USERS NON-USERS Gender Male: 27%; Female: 73% Male: 48%; Female: 52% Age 13-18: 11% 19-25: 79% 26-30: 4% 31-45: 6% 13-18: 7% 19-25: 90% 31-45: 3% Total Expense per Month 1-2M: 48% 2-5M: 42% >5M: 10% 1-2M: 48% 2-5M: 45% >5M: 7% Expense for Hair Treatment per Month 0-50k: 51% 51-100k: 31% >100k: 18% 0-50k: 48% 51-100k: 42% >100k: 10% Expense for Shampoo per Month 0-50k: 69% 51-100k: 18% >100k: 13% 0-50k: 72% 51-100k: 21% >100k: 7%
  • 46. Table 4: Survey-based Recommendation Score for Pantene Note: The red columns show values greater than 1 (> 1). Note: The green columns show values greater than average. PANTENE NO CHANNEL RECOMMENDATION SCORE PRICE VARIANT INGREDIENTS PROMO (discount) STORE LOCATION USER NON-USER USER NON-USER USER NON-USER USER NON-USER USER NON-USER 1 Twitter 0,06 0,54 0,05 0,27 0,03 0,19 0,08 4,22 0,04 0,29 2 FaceBook 0,06 0,29 0,15 0,23 0,08 0,92 0,10 0,26 0,03 0,47 3 YouTube 0,07 0,64 0,08 0,20 0,07 0,28 0,04 0,13 0,02 0,44 4 Website 0,17 0,07 0,86 0,30 0,10 0,16 0,07 0,10 0,03 0,14 5 Brand Ambassador 0,03 0,48 0,29 1,30 0,05 0,23 0,04 0,20 0,02 0,39 6 Event 0,04 0,28 0,12 0,25 0,05 0,13 0,10 0,16 0,04 0,21 7 TVC 0,11 0,83 2,26 4,24 0,15 0,56 0,10 0,52 0,03 0,33 8 Billboard 0,09 0,35 0,34 1,29 0,03 0,16 0,09 0,88 0,02 0,12 9 Print Ad 0,11 1,25 0,86 0,96 0,07 0,29 0,16 0,56 0,05 0,16 10 Flash Youtube Ad 0,03 0,15 0,08 0,67 0,04 0,23 0,05 0,21 0,03 0,35 11 Pantene Bus 0,03 0,29 0,07 0,47 0,02 0,17 0,03 0,33 0,03 0,08 12 Sponshorship 0,03 0,10 0,08 0,12 0,02 0,12 0,05 0,37 0,02 0,42 13 Partnership 0,23 0,82 0,15 0,99 0,04 0,18 0,21 0,94 0,12 0,61 Average (excluding the non recommended) 3,06 3,24 3,53 3,42 2,96 3,01 3,20 3,20 2,70 3,20
  • 47. 48 Table 5: Survey-based Recommendation Score for Sunsilk Note: The red columns show values greater than 1 (> 1). SUNSILK NO CHANNEL RECOMMENDATION SCORE PRICE VARIANT INGREDIENTS PROMO (discount) STORE LOCATION USER NON-USER USER NON-USER USER NON-USER USER NON-USER USER NON-USER 1 Twitter 0,01 0,06 0,05 0,12 0,02 0,04 0,03 0,06 0,01 0,02 2 FaceBook 0,02 0,06 0,06 0,16 0,03 0,04 0,04 0,09 0,02 0,01 3 YouTube 0,02 0,07 0,06 0,20 0,04 0,06 0,04 0,06 0,01 0,01 4 Website 0,04 0,12 0,12 0,22 0,07 0,20 0,05 0,21 0,03 0,05 5 Brand Ambassador 0,02 0,13 0,13 0,56 0,06 0,11 0,07 0,06 0,01 0,04 6 Online Consultation 0,02 0,08 0,07 0,21 0,06 0,22 0,02 0,10 0,03 0,07 7 TVC 0,08 0,17 1,77 0,56 0,11 0,51 0,09 0,36 0,05 0,04 8 Billboard 0,06 0,10 0,16 0,93 0,06 0,18 0,09 0,13 0,02 0,06 9 Flash Youtube Ad 0,02 0,14 0,07 0,39 0,04 0,10 0,04 0,08 0,02 0,03 10 Sponshorship 0,03 0,17 0,08 0,38 0,05 0,07 0,04 0,05 0,02 0,03 11 Print Ad 0,07 0,35 0,17 1,32 0,09 0,21 0,06 0,21 0,06 0,14 Average (excluding the non recommended) 2,62 2,90 3,26 3,37 2,81 2,95 2,87 2,91 2,45 2,52
  • 48. 49 DOVE NO CHANNEL RECOMMENDATION SCORE PRICE VARIANT INGREDIENTS PROMO (discount) STORE LOCATION USER NON-USER USER NON-USER USER NON-USER USER NON-USER USER NON-USER 1 Twitter 0,02 0,44 0,07 0,26 0,04 0,04 0,06 0,35 0,01 0,08 2 FaceBook 0,02 0,21 0,11 0,31 0,05 0,05 0,06 0,26 0,02 0,18 3 YouTube 0,03 0,07 0,14 0,22 0,07 0,08 0,06 0,26 0,01 0,15 4 Website 0,07 0,22 0,10 0,45 0,10 0,23 0,07 0,29 0,03 0,22 5 Brand Ambassador 0,03 0,15 0,20 0,60 0,07 0,10 0,05 0,11 0,02 0,05 6 Online Consultation 0,04 0,28 0,08 0,49 0,05 0,19 0,03 0,12 0,03 0,17 7 TVC 0,07 0,29 0,68 2,13 0,18 0,35 0,09 0,20 0,02 0,05 8 Billboard 0,05 0,12 0,25 0,98 0,08 0,13 0,12 0,21 0,03 0,02 9 Flash Youtube Ad 0,02 0,12 0,07 0,73 0,04 0,20 0,06 0,06 0,01 0,05 10 Booth 0,08 0,62 0,18 0,36 0,11 0,34 0,08 0,76 0,06 0,24 11 Program 0,03 0,09 0,12 1,33 0,07 0,40 0,06 0,60 0,03 0,11 12 Community 0,04 0,19 0,08 0,30 0,04 0,26 0,05 0,30 0,04 0,34 13 Print Ad 0,17 0,38 0,29 0,77 0,11 2,00 0,20 1,31 0,11 0,54 Average (excluding the non recommended) 2,84 3,22 3,38 3,68 3,05 3,13 3,07 3,31 2,62 2,95 Table 6: Survey-based Recommendation Score for Dove Note: The red columns show values greater than 1 (> 1).
  • 49. 50 PANTENE NO CHANNEL RESPONDENT PROFILE USER NON USER 1 Twitter Not Recommended Male, Age 19-25; Female, Age 13-18, Age 19 25 2 Facebook Not Recommended Not Recommended 3 YouTube Not Recommended Not Recommended 4 Website Not Recommended Not Recommended 5 Brand Ambassador Not Recommended Not Recommended 6 Event Not Recommended Not Recommended 7 TVC Not Recommended Male, Age 19-25; Female, Age 13-18, Age 19 25 8 Billboard Not Recommended Not Recommended 9 Print Ad Not Recommended Not Recommended 10 Flash YouTube Ad Not Recommended Not Recommended 11 Pantene Bus Not Recommended Not Recommended 12 Sponsorship Not Recommended Not Recommended 13 Partnership Not Recommended Not Recommended Table 7: Profile of Respondents who give Positive Assessment to the Marketing Channel of Pantene SUNSILK NO CHANNEL RESPONDENT PROFILE USER NON USER 1 Twitter Not Recommended Not Recommended 2 Facebook Not Recommended Not Recommended 3 YouTube Not Recommended Not Recommended 4 Website Not Recommended Not Recommended 5 Brand Ambassador Not Recommended Not Recommended 6 Online Consultation Not Recommended Not Recommended 7 TVC Not Recommended Not Recommended 8 Billboard Not Recommended Not Recommended 9 Flash YouTube Ad Not Recommended Not Recommended 10 Sponsorship Not Recommended Not Recommended 11 Print Ad Not Recommended Not Recommended Table 8: Profile of Respondents who give Positive Assessment to the Marketing Channel of Sunsilk
  • 50. 51 DOVE NO CHANNEL RESPONDENT PROFILE USER NON USER 1 Twitter Not Recommended Not Recommended 2 Facebook Not Recommended Not Recommended 3 YouTube Not Recommended Not Recommended 4 Website Not Recommended Not Recommended 5 Brand Ambassador Not Recommended Not Recommended 6 Online Consultation Not Recommended Not Recommended 7 TVC Not Recommended Not Recommended 8 Billboard Not Recommended Not Recommended 9 Flash YouTube Ad Not Recommended Not Recommended 10 Booth Not Recommended Not Recommended 11 Program Not Recommended Not Recommended 12 Community Not Recommended Not Recommended 13 Print Ad Not Recommended Not Recommended Table 9: Profile of Respondents who give Positive Assessment to the Marketing Channel of Dove Table 10: Recapitulation of Channels’ Coverage and Recommended Informational Roles for Pantene PANTENE Male Segments Recommended Channels Recommended Informational Channels Recommended Informational Channels Recommende d Channels Female Segments User, 13-18 None None None None User, 13-18 Non User, 13- 18 None None Promo Twitter Non User, 13-18 Variant TVC User, 19-25 None None None None User, 19-25 Non User, 19- 25 Twitter Promo Promo Twitter Non User, 19-25 TVC Variant Variant TVC User, 26-30 None None None None User, 26-30 Non User, 26- 30 None None None None Non User, 26-30 User, 31-45 None None None None User, 31-45 Non User, 31- 45 None None None None Non User, 31-45
  • 51. 52 Here, we are not analyzing the recapitulation of Sunsilk and Dove, because there is no recommended channel for Sunsilk and Dove. Table 11: Analysis of Channels’ Overall Coverage, Contribution, Versatility, Commonality and Complementarities of Pantene Here, we can say that, beside Twitter and TVC, they can’t cover any segment of target market. For Twitter and TVC, each of them can cover three segments of target market, and its work effectively. CONCLUSION: Based on our analysis of the data that had been previously, the majority of the figures shows that the marketing channel used is very less effective . There are only a few effective , namely : o Pantene : Print Ad , Non- User , to convey information about Price Brand Ambassador , Non- User , to convey information about Variant TVC , User and Non- User , to convey information about Variant Billboard , Non- User , to convey information about Variant Twitter , Non- User , to convey information about Promo o Sunsilk TVC , User , to convey information about Variant Sponsorship , Non- User , to convey information about Variant o DOVE TVC , Non- User , to convey information about Variant Program , Non- User , to convey information about Variant Print Ad , Non- User , to convey information about Ingredients and Promo PANTENE CHANNELS COVERAGE ROLES (CONTRIBUTION & VERSATILITY) COMMONALITY COMPLEMENTARITIES Twitter Non User (Male, Age 19-25; Female, Age 13-18, Age 19 25) Promo None None TVC Non User (Male, Age 19-25; Female, Age 13-18, Age 19 25) Variant None None
  • 52. 53 However, only the Pantene brand that has a marketing channel with the recommended value ( in this case , the value exceeds the value of the average outside recomendation score), namely : o TVC , Non- User , to convey information about Variant o Twitter , Non- User , to convey information about Promo Thus , it can be concluded that for brand Pantene , Sunsilk and Dove should be able to adjust its marketing channels . Because only a few channels that are able to effectively convey the message to the customer . If it can not be regulated , it is better to be eliminated , rather than increasing marketing costs. 4.4 Marketing Performance Effect on Brand Equity Market Performance Brand Equity Dimension Affecting Analysis Market Share Brand Loyalty Trade Leverage Attracting New Customers Brand Awareness Recall for Buying decision Perceived Quality Reason to Buy Channel memberr interest Brand Association Retrieve Information Price Premium All Dimensions emphasized in Perceived quality All dimensions analysis except perceived quality Price Elasticity Brand Loyalty Liking of the brand Perceived Quality Option to charge higher price Expansion Success Perceived Quality Quality perception makes trust in any expansion of the brand Brand Association Association provides basis for an extension by creating a sense of fit between the brand name and a new product, or by providing a reason to buy the extension Aaker’s Managing Brand Equity, 1991 Hypothesis Brand Awareness a. If Brand Awareness is higher, the Market Share of the Brand will be bigger b. If Brand Awareness is higher, Brand can charge the Price Premium more Brand Loyalty a. If Brand Loyalty is higher, the Market Share of the Brand will be bigger
  • 53. 54 b. If Brand Loyalty is higher, Brand can charge the Price Premium more c. If Brand Loyalty is higher, the Price Elasticity will go towards more Inelastic Perceived Quality a. If Perceived Quality is better, the Market Share of the Brand will be bigger b. If Perceived Quality is better, Brand can charge the Price Premium more c. If Perceived Quality is better, the Price Elasticity will go towards more Inelastic d. If Perceived Quality is better, The Expansion Brand will be known and trusted Brand Association a. If Brand Association is more Favorable, the Market Share will be bigger b. If Brand Association is more Favorable, Brand can charge the Price Premium more c. If Brand Association is more Favorable, the Expansion Brand will be known and trusted Hypothesis Testing Brand Awareness “If Brand Awareness is higher, the Market Share of the Brand will be bigger” Aaker’s Managing Brand Equity said that the Analysis Point from Brand Awareness to Market Share is based on its recall for buying decision. Based on our questionnaire’s result in Brand Recall, Pantene holds the Top of Mind title for shampoo category by 31% of respondents, followed by Sunsilk (16%) and Dove (15%). Based on our questionnaire’s result in Market Share, Pantene gets the biggest market share by 23% of respondents, followed by Dove (10%) and Sunsilk (8%). So this hypothesis for Pantene is right. Unexpectedly, Sunsilk’s and Dove’s are wrong because altough Sunsilk’s Brand Recall result is higher that Dove’s, the Market Share of Dove is higher than Sunsilk’s. “If Brand Awareness is higher, Brand can charge the Price Premium more“ Aaker’s Managing Brand Equity said that the Analysis Point from Brand Awareness to Price Premium is merely contributed if compared with Perceived Quality. Based on our questionnaire’s result in Brand Recognition (one of Brand Awareness’ attribute), Dove gets the most accurate results in recognizing its logo for 38% (97 respondents out of 103 are guessing right), followed by Pantene for 36% (91 respondents out of 103 are guessing right) and Sunsilk for 26% (66 respondents out of 103). Based on our questionnaire’s result in Price Premium, Dove uses the highest price premium strategy by 14.84% (Rp4.328,58) followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that doesn’t use the price premium strategy because its price is lower than the average price of shampoo with similar net content by -8.75% (- Rp2.521,42). So the hypothesis for all of three brands are right. Brand Loyalty
  • 54. 55 “If Brand Loyalty is higher, the Market Share of the Brand will be bigger” Aaker’s Managing Brand Equity said that the Analysis Point from Brand Loyalty to Market Share is based on its attractiveness for new customers and trade leverage. Behavioral Method is one of the Brand Loyalty attributes. Based on results, 79% of Pantene users have high loyalty (repeat purchase for more than 6 months), followed by Dove for 73% of its respondents and Sunsilk for 60% of its respondents are having high loyalty. Based on our questionnaire’s result in Market Share, Pantene gets the biggest market share by 23% of respondents, followed by Dove (10%) and Sunsilk (8%). So, the hypothesis for all of three brands are right. “If Brand Loyalty is higher, Brand can charge the Price Premium more” Aaker’s Managing Brand Equity said that the Analysis Point from Brand Loyalty to Price Premium is merely contributed if compared with Perceived Quality. Based on results, 79% of Pantene users have high loyalty (repeat purchase for more than 6 months), followed by Dove for 73% of its respondents and Sunsilk for 60% of its respondents are having high loyalty. Based on our questionnaire’s result in Price Premium, Dove uses the highest price premium strategy by 14.84% (Rp4.328,58) followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that doesn’t use the price premium strategy because its price is lower than the average price of shampoo with similar net content by -8.75% (- Rp2.521,42). So, the hypothesis for both Pantene and Dove are wrong because although the percentage of Pantene’s consumer loyalty is higher, the Price Premium for Dove is higher than Pantene. This hypothesis for Sunsilk’s case is right because it has the lowest loyalty and the only brand among the three that doesn’t use price premium strategy. “If Brand Loyalty is higher, the Price Elasticity will go towards more Inelastic” Aaker’s Managing Brand Equity said that the Analysis Point from Brand Loyalty to Price Premium is merely contributed if compared with Perceived Quality. Based on results, 79% of Pantene users have high loyalty (repeat purchase for more than 6 months), followed by Dove for 73% of its respondents and Sunsilk for 60% of its respondents are having high loyalty. Based on questionnaire’s result in Price Elasticity, we get that Pantene has price elasticity of - 2.78, Sunsilk with -9.37 and Dove with -3.00. From the result, this hypothesis for all the brands are right because based on the value, Sunsilk is the most elastic brand, followed by Dove and Pantene, although all brands’ value are categorized as elastic. Perceived Quality “If Perceived Quality is better, the Market Share of the Brand will be bigger” Aaker’s Managing Brand Equity said that the Analysis Point from Perceived Quality to Market Share is reason to buy and channel member interest. Based on results, Dove’s Overall Quality is 8.45, followed by Pantene (8.42) and Sunsilk (8.00). Based on our questionnaire’s result in Brand Recall, Pantene holds the Top of Mind title for shampoo category by 31% of
  • 55. 56 respondents, followed by Sunsilk (16%) and Dove (15%). From the result, this hypothesis for Dove and Pantene are proven wrong because although Dove’s Overall Quality is better than Pantene, the Market Share of Pantene is still bigger than Dove’s. For Sunsik, this hypothesis is proven right because it has the lowest overall quality score and respectively, gains the smallest Market Share among the three. “If Perceived Quality is better, Brand can charge the Price Premium more” Aaker’s Managing Brand Equity said that the Analysis Point from Perceived Quality to Price Premium is the option to charge the Premium Price. Based on results, Dove’s Overall Quality is 8.45, followed by Pantene (8.42) and Sunsilk (8.00). Based on our questionnaire’s result in Price Premium, Dove uses the highest price premium strategy by 14.84% (Rp4.328,58) followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that doesn’t use the price premium strategy because its price is lower than the average price of shampoo with similar net content by -8.75% (- Rp2.521,42). This hypothesis is proven right for all the there brands because Dove’s Overall Quality is the highest and it uses the highest Price Premium strategy among the three, followed by Pantene and Sunsilk for the last entry. “If Perceived Quality is better, the Price Elasticity will go towards more Inelastic” Aaker’s Managing Brand Equity said that the Analysis Point from Perceived Quality to Price Elasticity is the option to charge higher price. Based on results, Dove’s Overall Quality is 8.45, followed by Pantene (8.42) and Sunsilk (8.00). Based on questionnaire’s result in Price Elasticity, we get that Pantene has price elasticity of -2.78, Sunsilk with -9.37 and Dove with - 3.00. This hypothesis is proven wrong for both Pantene and Dove (although the values are adjacent) because although Dove’s Overall Quality is higher than Pantene’s, the price elasticity is lower. this hypothesis is proven right for Sunsilk because the least score in Overall Quality indeed makes more elastic condition. “If Perceived Quality is better, The Expansion Brand will be known and trusted” Aaker’s Managing Brand Equity said that the Analysis Point from Perceived Quality to Expansion Success is that the quality perception makes trust in any expansion of the brand. Based on results, Dove’s Overall Quality is 8.45, followed by Pantene (8.42) and Sunsilk (8.00). Based on Expansion Brand’s questionnaire’s result, 74.3% out of 103 correspondents could answer the questions right for Pantene’s Expansion Product with the most known is Pantene Anti Hair Fall Control products by 38%. 64.71% out of 103 correspondents could answer the questions right at all for Dove’s Expansion Product with the most known is Dove Dandruff Care Shampoo products by 35%. 50.00% out of 103 correspondents could answer the questions right at all for Sunsilk’s Expansion Product with the most known is Sunsilk Black Shine products by 57.69%. From these results, the hypothesis is proven wrong for both Pantene and Dove because although Dove’s overall quality value is higher than Pantene’s, the expansion products of Pantene are more well known than Dove’s. For Sunsilk, this hypothesis is proven right because the lowest overall quality brand is deserved for the least known expansion products.
  • 56. 57 Brand Association “If Brand Association is Favorable enough, the Market Share will be bigger” Aaker’s Managing Brand Equity said that the Analysis Point from Brand Association to Market Share is the reason to buy and retrieve information. Based on questionnaire’s result in “Kualitas” category, the most favorable idea related to Dove is “Lembut” (51.61%), the most favorable idea related to Sunsilk are “Variatif” (35.48%) and the most favorable idea related to Pantene is “Panjang” (19.35%). The analysis use the same category in Brand Association (“Kualitas”) so the comparison method will be eligible because of the similarity. Based on our questionnaire’s result in Market Share, Pantene gets the biggest market share by 23% of respondents, followed by Dove (10%) and Sunsilk (8%). Based on the result, this hypothesis is proven wrong for all the three brands because although Pantene’s Brand Association is the lowest, its Market Share is the highest one. Dove’s Brand Association score although achieves the highest among the three, only gets the second position in Market Share, followed by Sunsilk. “If Brand Association is Favorable enough, Brand can charge the Price Premium more” Aaker’s Managing Brand Equity said that the Analysis Point from Brand Association to Price Premium is merely contributed if compared with Perceived Quality. Based on questionnaire’s result in “Kualitas” category, the most favorable idea related to Dove is “Lembut” (51.61%), the most favorable idea related to Sunsilk are “Variatif” (35.48%) and the most favorable idea related to Pantene is “Panjang” (19.35%). The analysis use the same category in Brand Association (“Kualitas”) so the comparison method will be eligible because of the similarity. Based on our questionnaire’s result in Price Premium, Dove uses the highest price premium strategy by 14.84% (Rp4.328,58) followed by Pantene by 5.02% (Rp1.478,58). Among the three, only Sunsilk that doesn’t use the price premium strategy because its price is lower than the average price of shampoo with similar net content by -8.75% (- Rp2.521,42). Based on the results, this hypothesis is proven right for Dove and wrong for both Pantene and Sunsilk. Although Pantene gets the lowest score in Brand Association, its still uses the Price Premium Strategy in the second position, changing position with Sunsilk that gets the second position in Brand Association but finally fall back to the last entry because it does not use Price Premium Strategy. “If Brand Association is Favorable enough, the Expansion Brand will be known and trusted” Aaker’s Managing Brand Equity said that the Analysis Point from Brand Association to Expansion Success is association provides basis for an extension by creating a sense of fit between the brand name and a new product, or by providing a reason to buy extension. Based on questionnaire’s result in “Kualitas” category, the most favorable idea related to Dove is “Lembut” (51.61%), the most favorable idea related to Sunsilk are “Variatif” (35.48%) and the most favorable idea related to Pantene is “Panjang” (19.35%). The analysis use the same category in Brand Association (“Kualitas”) so the comparison method will be eligible because
  • 57. 58 of the similarity. Based on Expansion Brand’s questionnaire’s result, 74.3% out of 103 correspondents could answer the questions right for Pantene’s Expansion Product with the most known is Pantene Anti Hair Fall Control products by 38%. 64.71% out of 103 correspondents could answer the questions right at all for Dove’s Expansion Product with the most known is Dove Dandruff Care Shampoo products by 35%. 50.00% out of 103 correspondents could answer the questions right at all for Sunsilk’s Expansion Product with the most known is Sunsilk Black Shine products by 57.69%. Based on the results, this hypothesis is proven wrong for all there brands because although Pantene’s Brand Association is the lowest, its Expansion Success is the highest one. Dove’s Brand Association score although achieves the highest among the three, only gets the second position in known Expansion products, followed by Sunsilk. 4.5 Integrated Marketing Communication Effect on Brand Equity Dimension of Brand Equity Variables that have effect Perceived Quality Role of channel telling the quality of brand’s product and services Brand Awareness Repeated Exposure of familiarity about the brand; Frequencies of marketing communication Awareness role of the marketing communication channel contribution effectiveness Behavioral Loyalty Sales Promotion Attitudinal Loyalty Marketing Program that fully satisfyy customer needs Brand Association The commonality of information among the marketing communications Strength Association Consistency of the information presented over time Favorability of Association Personal relevance Uniqueness of Association Role of channel giving direct or indirect comparisons of association with competitors Kevin Lane Keller’s: Strategic Brand Management Perceived quality Variables of integrated marketing communication program that affect perceived quality which has effect on it which is Role of channel telling the quality of brand’s products and services
  • 58. 59 Pantene Has a done a good job in creating and delivery a message as a good quality brand because in our survey, 42% of the respondent STRONGLY AGREE that the overall quality of pantene is good. Sunsilk also done a good job in telling its consumer that it has a good quality (40% agree that sunsilk has a good quality) although the number is not as high as pantene Dove is the one who did the best among the three. 45% of the consumer Agree to say that dove overall quality is good Brand Awareness Variables of integrated marketing communication program that affect brand awareness which has effect on it which is repeated exposure of familiarity and frequencies of marketing communication program and Role of the marketing communication channel contribution effectiveness. Pantene have the highest brand recall (32 out of 103 respondents) among the three brands because it has higher frequencies of marketing communication program compared to others brand in observation with 14 channel as opposed to Sunsilk and dove with just 11) and higher effectiveness in awareness role of the marketing communication channel contribution effectiveness was better than the other two. Behavioral Loyalty Variables of integrated marketing communication program that affect behavioral loyalty that has effect on it is sales promotion Pantene has a few sales promotion (like bundling or discount at some retail chainstore) dove also have a few bundling package on some retail supermarket (farmers market, carefour) while sunsilk have no sales promotion programe as far as we know. Attitudinal Loyalty Variables of integrated marketing communication program that affect attitudinal loyalty that has effect on it is marketing programe that fully satisfied the customer needs. Only Pantene in our survey that has a good parketing programme which fully satisfied the customer need and there’s only two channel which is TVC and Twitter. Brand Association Variables of integrated marketing communication program that affect brand association which has effect on it which is the commonality of information among marketing communication. Based on our survey on some respondent, we conclude that there is no commonality on every communication attempt made by all the brands we observed
  • 59. 60 Strength of association Variables of integrated marketing communication program that affect Strength of association that affected from how much consistency of information presented and personal relevance In pantene we had the shampoo (35.48%), anti ketombe (29% ), rambut panjang (25.8%), and bagus (22.58%) that was correlated with the strength of association according to our survey. Sunsilk aslo had the word Shampoo (35.48%), berkilau (29,03%), hitam, murah and variatif (all of them 25.8%) as the strenght of association. Dove has the shampoo, lembut (both of them 48.38%), putih & harum (both of them 29.03%) as the word that is associated with strength of the brand. Favorability of association Variables of integrated marketing communication program that affect Favorability of association, which has effect on it, is the role of channel convincing the brand possessing relevant attitude and benefits satisfying what the market wants and needs. In pantene we have the word anggun (38.71%), rambut panjang (19.35%), lembut ( 16.13%), and anti ketombe (13%) as four word that are most associated with fafourability. In sunsilk we have variatif ( 35,48%), rambut panjang (32,26%) , hitam and wanita (both of them 29.03%) as four word most associated with favourability. Lastly dove has the word lembut (51%), putih (45.16%) shampoo and halus (both of them 41.94%) as the word that associated with favourability with dove Uniqueness of association Variables of integrated marketing communication program that affect Uniqueness of association which has effect on it is Role of channel giving direct or indirect comparison of association with competitors In pantene we have shampoo (45.16%), rambut panjang (41,93%), anggun (brand ambassador) (35.48%),and harum ( 29.03%)as the four most dominant in uniqueness category. While in sunsilk we have variatif (48.38%), wanita (41.93%), shampoo (32.25%), and rambut panjang (25.8%)as four word most unique only to sunsilk, dove also have Burung (64%), Putih (61.29%), lembut (58.06%), and halus (45.16%) as four most dominant in uniqueness to dove.
  • 60. 61 Chapter 4 Conclusion 4.1 Conclusion 4.1.1 Brief performance Based on the analysis of the research that has been done to measure the level of our performances from the three brands that we choose , that Pantene , Sunsilk and Dove . We can draw some conclusions viewed from various aspects , namely : 1 . Market Performance Pantene has a market share greater than the Sunsilk and Dove. This achievement is followed by the expansion of the high score of expansion success of Pantene, compared by Sunsilk and Dove. Although Pantene does not focus on the premium price strategy, where Dove has the highest percentage of the price premium compared with Pantene and Sunsilk . But, Pantene still able to retain the loyalty of buyers, indicated by the lowest score of Pantene in price elasticity . It means that the customer of Pantene more inelastic to price increases than customers Sunsilk and Dove . 2 . Brand Equity Pantene high market share does not just happen . Many things that influence it . If seen from the Top of Mind theory , then Pantene has the highest brand recall followed by Sunsilk and Dove. Obviously this will have a big impact on Market Share. However, Dove lead the score in the category of Brand Associations, it is seen from the aspect of Strength, Uniqueness , and favorability . Dove which has the highest score in every aspect compared to Pantene and Sunsilk . In addition, Dove has Perceived Quality score better than the Pantene and Sunsilk . It can be influenced by good Brand Associations of customers toward Dove. Those three aspects will influence on Brand Loyalty. Brand Loyalty of Pantene is higher compared with Sunsilk and Dove. High Brand Loyalty made Pantene as the highest Market Share and th least Price Elasticity. 3 . Integrated Marketing Communication Based on the method which we have used for measuring the effectivenessof marketing channel of each brand , we can state that there are many people , especially the target market of Pantene, Sunsilk and Dove are still untouched by the marketing communications have been done. The results of evaluating Integrated Marketing Communication shows that from three brands that we analyze , only Pantene who meets the criteria in recommendation score analysis. While Dove and Sunsilk not. This means that most of the marketing channel of Pantene able to convey information to the target market effectively. Then it would affects the high brand awareness of them.
  • 61. 62 4.1.2 Problem Statement In general, the problems that occurred on Pantene, Sunsilk and Dove started the marketing program. Why? Because the results showed that all three brands tend to have poor performance. Although Pantene has several channels that function effectively. Still, the results are far from expectation to expect. From bad IMC, then it will adversely affect the elements of brand equity. Then it would also adversely affect the Market Performance. Here is a comparison of the three problems: Category BRAND Pantene Sunsilk Dove IMC Only have two recommended marketing channel No recommended marketing channel No recommended marketing channel Brand Equity Brand Awareness Recall 1st 2nd 3rd Recognition 2nd 3rd 1st Brand Associations Strength Middle Middle Strongest Uniqueness Least Middle Most Favorability Middle Least Most Perceived Quality Middle Low High Brand Loyalty Behavioral Most Loyal Least Loyal Middle Attitudinal Least Loyal Middle Most Loyal Market Performance Market Share High Low Middle Price Premium Low Middle High Price Elasticity Least elastic Most elastic Middle Expansions Success Most successful Least successful Middle 4.1.3 Opportunity 1. Pantene has opportunity to have bigger bonding than Dove toward the consumer because Pantene has the highest market share toward Dove and Sunsilk. 2. Pantene can increase the price elasticity of the shampoo product with increase the marketing communication channel that have been effective for Pantene: TVC and Twitter. 3. Pantene can approach the marketing communication channel toward user of Pantene Shampoo to increase attitudinal loyalty for the customer. 4. Sunsilk has the most elastic of price elasticity toward the customer, it shows that the customer has good behavioral loyal but in fact is not, so Sunsilk must increase the effective channel of marketing communication for user which is TVC. 5. Dove has the highet brand recognition, the most strength brand association, and the most attitudinal loyalty and the highest price premium but still in the middle of market share. Maybe, Dove can increase its effective marketing communication channel. References
  • 62. 63 Aaker, D.A. (1991), Managing brand equity; capitalizing on the value of a brand name. The Free Press, New York, N.Y Tuominen. Pekka (1991)Managing Brand Equity.Journal Marketing (Page 65-100) Keller, Kevin. How Do Brands Create Value: Value Emerges Through a Unique Chain of Events (Page: 29-30) Keller, Kevin. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Fourth Edition. Facebook. Pantene Indonesia Fanpage.Retrieved October 30th 2013, from https://www.facebook.com/panteneindonesia/notes Pantene Indonesia. Retrieved October 30th 2013, from http://www.panteneindonesia.co.id/hair-care-products/Shampoo.aspx Dove Indonesia. Retrieved October 30th 2013, from http://www.dove.co.id/id/ Sunsilk Indonesia. Retrieved October 30th 2013, from http://www.sunsilk.co.id/ Youtube. Pantene Indonesia. Retrieved October 30th 2013, from http://www.youtube.com/user/PanteneID Youtube. Dove Indonesia. Retrieved October 20th 2013, from http://www.youtube.com/user/DOVEIndonesia Youtube. Sunsilk Indonesia. Retrieved October 31th 2013, from http://www.youtube.com/user/SunsilkIndonesia Wikipedia. Price Elasticity of Demand. Retrieved October 30th 2013, from http://en.wikipedia.org/wiki/Price_elasticity_of_demand Wikipedia. Dove. Retrieved October 30th 2013, from http://en.wikipedia.org/wiki/Dove_(toiletries) Wikipedia. Sunsilk. Retrieved October 29th 2013, from http://en.wikipedia.org/wiki/Sunsilk Wikipedia. Pantene. Retrieved October 28th 2013, from http://en.wikipedia.org/wiki/Pantene Investopedia. Weighted Average. Retrieved December 9th 2013 from http://www.investopedia.com/terms/w/weightedaverage.asSlideshare. (2012, March 8th) Marketing Communication. Retrieved December, 9th 2013 from http://www.slideshare.net/orangeside/marketing-communications-mix Wikipedia. Sales Promotion. Retrieved December, 9th 2013 from http://en.wikipedia.org/wiki/Sales_promotion Appendices
  • 63. 64 Kuisioner Brand Equity
  • 64. 65
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  • 66. 67 Kuisioner Market Performance
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  • 69. 70 KUISIONER INTEGRATED MARKETING COMMUNICATON PANTENE, DOVE, DAN SUNSILK DATA RESPONDEN Kami mahasiswa/i Sekolah Bisnis dan Manajemen Institut Teknologi Bandung (SBM-ITB) sedang melakukan market survey mengenai Keefektifitasan setiap channeldari marketing communication dari tiga brand sampo (Pantene, Sunsilk, Dove). Ketersediaan anda dalam mengisi kusioner ini akan sangat membantu dalam riset Brand Analysis kami. Jika anda bersedia, kami mohon untuk mengisi sejujur-jujurnya demi validitas survey kami. Terima Kasih. PROFIL RESPONDEN JENIS KELAMIN LAKI-LAKI PEREMPUAN UMUR 13-18 TAHUN 19-25 TAHUN 25-30 TAHUN 31-45 TAHUN APAKAH ANDA SEDANG ATAU PERNAH MENGGUNAKAN SAMPO PANTENE YA TIDAK APAKAH ANDA SEDANG ATAU PERNAH MENGGUNAKAN SAMPO SUNSILK YA TIDAK APAKAH ANDA SEDANG ATAU PERNAH MENGGUNAKAN SAMPO DOVE YA TIDAK BERAPAKAH PENGELUARAN PER BULAN ANDA 1,000,000 – 2,000,000 2,000,000 – 5,000,000 di atas 5,000,000 BERAPAKAH PENGELUARAN ANDA UNTUK PRODUK PERAWATAN RAMBUT PER BULAN 0 - 50,000 51,000 – 100,000 di atas 100,000 BERAPAKAH PENGELUARAN ANDA UNTUK SAMPO PER BULAN 0 - 50,000 51,000 – 100,000 di atas 100,000
  • 70. 71 Marketing Communication Analaysis Isilah dengan mencontreng (✓) pada kotak yang telah disediakan. 1 = Sangat Tidak Setuju 2 = Tidak Setuju 3 = Ragu – Ragu 4 = Setuju 5 = Sangat Setuju PANTENE Efektivitas informasi tentang: MEDIA HARGA VARIANT KANDUNGAN PROMO (DISKON, PRODUK BUNDLING) LOKASI PEMBELIAN 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Twitter Facebook YouTube Website Brand Ambassador (Raline Shah, Anggun, Rosa, dll) ACARA (Anggun cari bintang Pantene, Kemilau Hadiah Pantene,dll) TV Commercial Billboard Media cetak (Majalah, Koran, dll) Flash YouTube Ad Pantene Bus Sponsorship (X-Factor, Super Show 4) Partnership (Indomaret, Carrefour, Hypermart) SUNSILK Efektivitas informasi tentang:
  • 71. 72 MEDIA HARGA VARIANT KANDUNGAN PROMO (DISKON, PRODUK BUNDLING) LOKASI PEMBELIAN 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Twitter Facebook YouTube Website Brand Ambassador (Raisa, Titi Kamal, dll) Konsultasi Online TV Commercial Billboard Flash YouTube Ad Sponsorship (Indonesian Idol 2014) Media Cetak (Koran, majalah) DOVE Efektivitas informasi tentang: MEDIA HARGA VARIANT KANDUNGAN PROMO (DISKON, PRODUK BUNDLING) LOKASI PEMBELIAN 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 Twitter
  • 72. 73 Facebook YouTube Website Brand Ambassador (Maya Estianti, dll) Konsultasi Online TV Commercial Billboard Flash YouTube Ad Booth Program (Dove Campaign for Real Beauty) Komunitas (Sisterhood) Media Cetak (Koran, majalah)