This worried Procter & Gamble the owner of Pantene brand who wondered what was the reason of the steep fall. Pantene needed to develop a marketing strategy in order to achieve is long-term growth target of five share points.
Because Pantene doesn’t offer as many promotions as does VO5 and Palmolive, they could start to offer price discounts to encourage product trial. The “Delta Moments” can occur pre-store or in-store, so they could offer in-store promotions such as coupons on the packaging, or they could do mass advertising through the television or mailer coupons to make customers aware of their promotion.
Future of Marketing Research
O What is marketing research?
O Traditional marketing research is facing
rapid social, political and technological
O Rate of change will accelerate because of
new entrants from wider emerging
markets research insights
O Transition : the industry is likely to
reposition, rebrand, and rename itself
FORCES SHAPING THE FUTURE OF
O The traditional survey is marred by low
participation rates, data quality issues etc.
O Surveys are almost certainly going to
become much shorter, more interest
based, and triggered by a respondent’s
O Focus groups vs insights communities .
O Traditional surveys and focus groups are
likely to play a diminished role relative to
Market Research Problem
O Reason for fall of market share of Pantene
from 22.5% to 20% in the year 2003 when
Garnier was launched & it quickly picked
up 5.1% market share in a span of one
O Perceived reasons for steep fall – lack of
distribution intensity or heavy promotions
by competitors or unfavorable consumer
A brief on Nielsen Group
O Nielsen is a market leader of the $31
billion global market research industry.
O They have been known in the market for
offering tailor made customized market
research solutions & syndicated research
solutions for certain common needs.
O Neilsen specialized in consumer products
O Retail Measurement Service (RMS): Sales data,
Distribution, Promotion, Market Share,
Merchandising & Pricing across all retail formats
O Media Measurement Service (MMS): Measured
national TV viewership
O Consumer Panel Service: “Home scan” tracked
the purchasing behaviour through in-home
O Customized Research: Marketing strategy,
communication effectiveness, consumer attitudes,
customer satisfaction , and brand equity.
Solution for Pantene from
O Nielsen decided to apply its
comprehensive solution “Winning Brands”
O Analyzing the brand from perspectives of
Brand Equity, Market Share, Behavioral &
Emotive Loyalty, Brand Personality, Price
& Promotion Index and Shopping Style
Methods & Findings
1. Category Typology : Analysis on two dimension - Involvement and
Consumers were highly involved with shampoos and purchased multiple
2. Brand Equity model : Core of winning Brands
Drivers: Awareness, Purchase consideration and Association
Determinants: Consumer Preference, recommendation and price premium
BE Scores: 0-10, 0 - Commodity and 10 - Charge premium price
Association (41 %) was the most important driver followed by awareness( 38%)
Category of Association: Health/shiny/Fragrance(21%), Premium(13%)quality,
Emotive and Family(5%)
Pantene was rated high on “soft and silky” and “quality”
Garnier was rated high on “makes one feel attractive”
Palmolive “suitable for whole family”
Methods & Findings
3. BE Index :
Pantene was among top 15% shampoo brands and had “Strong ”
equity, Sunsilk and Garnier had “moderate” equity and rest had
Brand Equity according to age and rate of adoption:
Pantene had higher equity among higher age group 31+ and
O Pantene’s brand equity was in proportion to its market share.
Behavioural loyalty Vs Emotive Loyalty:
Pantene had strong emotive loyalty
Cross brand affinity:
Pantene had threat from Garnier and Dove as these brand has
strong affinity towards each other in consumers mind
4. Perceptual map - Brand personality and Packaging
Pantene- Confident, Elegant, professional
Garnier- Young, fashionable, attractive and fun
Palmolive- Family oriented
Garnier: Modern pack , attractive shape, easy to use
Pantene: Opaque bottle, pack can stand on its lid
5. Switch Triggers
Customers faced choice overload, once rules formed, they turned to habitual auto-pilot
shopping mode (Omega)
Customers had “Delta Moments” and were forced to re-evaluate rules occasionally.
6. Corelation between type of hair, hair condition with Delta and Omega consumers:
Delta: coloured, frizzy and thick hair. Majority of them had Mediocre and poor
Omega: 23 rd of them have their hair in healthy condition
7. Brand wise shopping modality (based on Winning Brands index score)
Delta: VO5, Garnier
Omega: Pantene, Palmolive.
8.Purchase triggers for brands: In store and pre-store
In-store: promotion, price, special display, attractive packaging, New
Pre-store: Auto pilot, Advertising, External regulator ( family, friends
Finding: 64% of the consumers bought Pantene in Auto pilot mode
while none of the customer found Pantene’s packaging and
advertising was only 5%.
32% of the Garnier customers bought it due to Auto pilot mode while
25 % were attracted by its Packaging and Advertising was 18%.
9.Price Appropriateness establishment: Actual retail prices v/s
customers’ Willingness to pay price premium
10.Impact of promotional activity: Pantene and Garnier were not
promotion driven, whereas Palmolive and VO5 were.
O Offer more promotions to consumers in
order to trigger “Delta Moments” with
consumers that tend to purchase
O Change their product packaging to be
more opaque and have the ability to stand
better on its lid.
O Offer more competitive Pricing.