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Mm pantene final

  2. 2. CONTENT PAGE NUMBER Introduction 2 Company Overview 3 Product Intrduction 4 Marketing Concept 4 Marketing Mix 5 Over All marketing Strategy 7 Swot Analysis 8 BCG Matrix 9 Marketing Research 11 Marketing Research Process 12 Consumer Behaviour 13 Conclusion 14 1
  3. 3. IntroductionPurpose of the project:The project has been planed to be have a comprihenshive understandingof thecompany,and the industry and compitator,and to understand marketing as a function .Shampoo:Shampoo in India was derived from the Hindi word champi meaning hair massage. Theintroduction of shampoo in India dates back to the British reign in the country. Being arecent development the growth of shampoo or rather the penetration levels of shampoo inthe India has been commendable.The shampoo market in India is estimated to be `2,500-3,000 crore. The shampoo marketis India is categorized according to the benefits they provide. Mostly consisting of threekinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in India hasmanaged to tap users of the various segments according to their requirements andpreferences.Due to the continuous efforts of the top shampoo brands in India penetration of shampoosin urban areas is almost 100%. As far as penetration of shampoo in the rural areas isconcerned it has risen by almost 18% in the current scenario.The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. Thecompany that leads the shampoo market in India is Hindustan Unilever Limited. The top 2
  4. 4. three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. Thecompany holds a 44% market share in the Indian shampoo industry. It is said that HULearns almost 8% of its revenue from the sale of these products The other recent brand thathas taken the Indian personal care industry by storm is Pantene. Since its very inceptionthe brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene hasslowly and steadily managed to capture quite a large amount of the Indian market.Proctor and Gamble the second top shampoo brand in India holds a market share ofaround 25% in the Indian shampoo industry. The revenue earned from the ale ofshampoos from Proctor and gamble is almost 17%.Together these two major players constitute a major part of the Indian shampoo industry.Both these players with their numerous brands dominating the Indian shampoo marketare continuously trying to outdo one another by introducing different marketing schemes.Be it in the form of price cuts, discounts or increasing the size of the shampoo sachetswithout any extra costs these two to shampoo producing companies are at a continuousprice warCOMPANY OVERVIEWP&G INTRODUCTIONProcter & Gamble Co an American multinational corporation founded in 1987Largest fast moving consumer goods company with leadership in home and personal careproducts, foods and beverages and specialty chemicals.P&g MissionP&g mission is to add vitality to life. We meet everyday needs for nutrition, hygiene,and personal care with brands that help people feel good, look good and get more out oflife. 3
  5. 5. Product introduction:Pantene:Pantene is a brand of hair care products owned by Procter & Gamble. The product linewas first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, whichbranded the name based on panthenol as a shampoo ingredient. It was purchased byProcter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product"market rather than only functionalproducts.[1]The brands best-known product became the conditioning shampoo Pantene Pro-V(Pantene Pro-Vitamin). The product became most noted due to an advertising campaignin the late 1980s in which fashion models said, "Dont hate me because Im beautiful’MARKETING CONCEPTMarket segmentation:Pantene has revitalized their product line by segmenting their shampoos, conditioners andstylingproducts into three categories: Fine, 4
  6. 6. Med-Thick, Curly and ColorThis allows consumers the opportunity to tailor their selection according to need whilestillpaying a “drug-store price’Target market of Pantene : The primary target market of pantene :: female(age from 18-35) secondary target market of pantene : Males :All other ages of female too.Competitors: Sunsilk . Clinic plus.Brand Strategy: Umbrella Branding.: An umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity.Brand Extensions : Optional feature PricingMarketing Mix (4 P)PRODUCT. P&Gs great success in therough-and-tumble shampoo world comes from developing aninnovative product concept;FEATURES: 5
  7. 7. The Pantene has whole range of shampoos with different features. These are VolumeCare,Smoothing Care, Color Care, Curl Care and Basic Care, anti dandruff, anti-hair falletc.It is available in the both premium bottle pack as well as satchetsSIZE OF PACKAGEAvailable in 100 ml,200 ml and 400 ml sizesPRICINGP&G claims to practice value-based pricingin which the customers’ perception of theproduct’s price provides astarting point for developing the marketing mix of theproduct. Theresearch department determines this price usually by using focusgroups.The price of 3 for pantene shampoo sachets shows how theprice also reflects aconcern to make the purchase more convenient,since the rupee is denoted in this value. pantene is also available in Rs 51 and Rs 98 price bottles tocater to the demandskeeping in mind the wants of this particularcustomer segment. The primary importance ofthis value-based pricing is that the productdemand will be much higher if its price is inline with the customer’sperception of its value. One crucial concern for value-basedpricing isstrict management of cost in order to be able to make a profit at thevalue-basedprice. After the initial price is determined, p&G then uses target costing in order toachieve the required profits.PROMOTION :The objective of promotion is to build the line consumer awareness,creating personalityof the brand,to increase the use,conditioning benefits,make hair appear clean andshiny,easy to manage silky and soft hair &effectively communicatie brand promise.Promotional stratergy:Innovative campaigns such as Shine Morning to Night were launched to attract womento the brand. Sponsored short films that were broadcast during popular television shows.Media platforms used,Print media,internet rural campaign,environment concernads,Music videos, New product formulations according to changing consumer 6
  8. 8. preferences, unique Advertising such as Pantene Building Advertisement – Anti-Breakage Shampoo, Pantene – Stops split ends,etc makes its ads more attractive,impressive and eye-catching.PLACE:Placement (or distribution): refers to how the product gets to the customer; for example,point-of-sale placement or retailing. This fourth P has also sometimes been calledPlace,referring to thechannel by which a product or service is sold (e.g. online vs. retail),whichgeographic region orindustry, to which segment (young adults, families, businesspeople), etc.also referring to how theenvironment in which the product is sold in canaffect sales.Pantene hasan undoubtedly amazing design & distribution channel and thiscan be supportedby the factPantene is one of the most easily available brands in theindustry.In 1998-1999. Pantenelaunched global corporate restructuring program calledOrganization 2005,and made severalchanges in structure, work processes and culture togenerate greater stretch,innovation and speedto help its products reach the marketfaster.Pantene retails through Spencers,RelianceFresh,More,RPG group and wide varietyof Kirana storesspread all oveR..OVERALL MARKETING STRATERGY OF PANTENEWhen visiting the viewer will find a list of countries worldwide; eachweb visitor is expected to select their country in order to be taken to a Pantene web pagecorresponding with their country and language).. Pantene has recently added two newhair care lines to target to a more diverse group of women. In July 2003 Pantene launchedits “Pantene Long Black” line specifically for Indian women whose culture values hair asa beautiful feature on a woman. The formula darkens each strand uniformly from root totip through intense moisturizing as well as reducing damage. Pantene has recently beenawarded “Asia’s favorite Shampoo” in the Readers Digest Super Brands Survey. Also onthe shelf next to the pearly white. Pantene has sponsored many Beauty Contests andBollywood events. And T.V programs like NACH BALIYE 4 .It is also associated with many corporate social initiaitives like Indian Heart Associationfor “condition for a Cause. It has come up with many offers for women where in theycan meet a celebrity and 7
  9. 9. get pampered like one. Pantene markets to women and girls. They market to all ages,races, social classes, and economic standings. On Pantene’s website there is a list offrequently asked question. The customers can become the member of the Pantene familyand can have their log in ids using which they can access the website and also make useof all the facilities available . There is also a feature of expert’s advice on the websitewhere users can seek solutions for all of their hair problems. Their retailers are storeslike, Wal-Mart, K-Mart,and Target worldwide and Reliance Fresh.Spencers,More etc inIndia Pantene can be found in all sorts of discount stores, drugstores, and supermarkets.Apart from this they have adopted Value Pricing strategy at different times to adjustwith the local conditions and purchasing power parity of the country.In thisProcter &Gamble made dramatic and long-term changes in its pricing and promotion strategyduring which it boosted advertising while simultaneously curbing itsdistribution channel deals (in-store displays, trade deals), and significantly reducingits coupon promotions.It is interesting to note that P&Gs value pricing strategy regarding Pantene is quite amisnomer. During this period many stores were switching to EDLP (every day lowpricing ) policies, which meant that consumers would save on their overall purchasewithout having to deal shop. In contrast, P&G strategy essentially was a disguised priceincrease; coupons were cut by 50%, which contributed to an increase in the customersprice paid by 20%. It is possible that P&G lowered their wholesale price, but the retaileronly enjoyed higher margins and did not pass the savings on to the customer. Anotherpossibility is that retailers lowered retail prices consistently,SWOT ANALYSIS:STRENGTH: P&G India Limited is one of the largest organizations in India. Company has advanced technology and well skilled professionals. The New pantene-pro Shampoo is a high quality product in terms of hair protection. The target market is educated, professionals and belongs to premium and middle class. Company totally owned, systematic distribution network, transparent communication system. Participative management style Very good distribution network all over India, in all major and small cities. 8
  10. 10. WEAKNESSES: Bad communication Over leveraged fiancial position Not innovative Poor supply chainOpertunity: Population expanding at a rapid rate. Consumers are becoming more quality conscious Current capacity utilization is 80%, which can be further broadened with the increase in demand. Customer base is increasing with effective marketing. Shampoo plus conditioner and anti-dandruff shampoos are another area where P&G can earn huge profits. Rural areas are a large prospective market where they can introduce pantene.THREATS: Competition External changes (government, politics, taxes, etc) Lower cost competitors or imports Price wars BCG MATRIX The BCG matrix (aka B.C.G. analysis, BCG-matrix, Boston Box, Boston Matrix, Boston Consulting Group analysis, portfolio diagram) is a chart that had been created by Bruce Henderson for the Boston Consulting Group in 1968 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis. 9
  11. 11. The Boston Consulting Group (BCG) Matrix is a simple tool to assess a company’s position in terms of its product range. It helps a company think about its products and services and make decisions about which it should keep, which it should let go and which it should invest in further.BCG Matrix for PanteneThe Position of Pantene is slightly fluctuating. Due to high competition it’s position iseither as Star or question mark. The Pantene Color care always enjoying a star postionwhere as the other products are not so popular . 10
  12. 12. MARKETING RESEARCHMarketing research is "the function that links the consumer, customer, and public to the marketerthrough information — information used to identify and define marketing opportunities and problems;generate, refine, and evaluate marketing actions; monitor marketing performance; and improveunderstanding of marketing as a process. Marketing research specifies the information required toaddress these issues, designs the method for collecting information, manages and implements the datacollection process, analyzes the results, and communicates the findings and theirimplications."[1] Marketing research is the systematic gathering, recording, and analysis of data aboutissues relating to marketingproducts and services. The goal of marketing research is to identify andassess how changing elements of the marketing mix impacts customer behavior. The term iscommonly interchanged with market research; however, expert practitioners may wish to draw adistinction, in that marketresearch is concerned specifically with markets, while marketing research isconcerned specifically about marketing processes.[2]Marketing research is often partitioned into two sets of categorical pairs, either by target market: Consumer marketing research, and Business-to-business (B2B) marketing researchOr, alternatively, by methodological approach: Qualitative marketing research, and  Quantitative marketing research [4] Consumer marketing research is a form of . applied sociology that concentrates on understanding the preferences, attitudes, and behaviors ofconsumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered byArthur Nielsen with the founding of the ACNielsen Company in 1923.[3] Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities 11 inmarketing
  13. 13. Marketing Research process 12
  14. 14. Result Of Marketing research of PanteneFindings from the research allowed Pantene to gain a better understanding of the perceived importanceof healthy hair, as well as help improve the brands creative executionsReasons to Purchase*Stimulate ideation and invigorate brands by learning from industry leading examples with supportingconsumer, product and market insight data*Enhance Pantene’s market positioning and concept development efforts. In doing so, reduce risk fornew product launches and increase the chances of successConsumer behavior :The study of consumers helps firms and organizations improve their marketingstrategies by understanding issues such as how The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.One "official" definition of consumer behavior is "The study of individuals, groups, ororganizations and the processes they use to select, secure, use, and dispose ofproducts, services, experiences, or ideas to satisfy needs and the impacts that theseprocesses have on the consumer and society."Consumer Behavior for Pantene With their purchase decision Buy shampoo at Superstore andSupermarket Buy a new bottle of shampoo when old out Number of purchase is 1-2 bottle/time 13
  15. 15. 70-80% of Thai’s behavior likes to do hair color and the average value of a hair color is every 2-3 monthsConclusionThere are some recommendation for the Pantene. P&G has a dubious pricing strategy.In india sometimes they adopt the premium pricing and at other times they change it to value pricing.This creates confusion in the mind of customer. Our recommendation is that Pantene should stick to one strategy and develop on it. Fluctuating prices have chances to affect the mind of customers negatively.This should be avoided. P&G should keep up the efforts of bringing in more and more innovative products.This is because ultimately nothing works for a company more than its products. Some rumors about the presence of wax in Pantene shampoo affected the market.Such rumors should be severly dealt with as they affect the brand loyalty as well as market share. There were some reports which said that Pantene tests its product on animals which ultimately proves fatal to them.This created a big problem for Pantene by the environmentalists.This project recommends Pantene to go more herbal and environment friendly as it affects the company’s image in the long run. Pantene is still not much known in the semi urban India. Stress should be laid on the promotion of Pantene in the interior of country as well 14
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