This document provides information about a group assignment for a Principles of Marketing course. It includes an introduction and background on Pantene, a hair care brand owned by Procter & Gamble. The document then discusses Pantene's target market in Malaysia, product positioning, types of consumer products, branding strategies, packaging and labeling, pricing strategies, and promotional strategies including advertising and sales promotions. The key points are that Pantene targets consumers in Malaysia with specific hair care needs through different product lines. It positions itself as a premium hair care brand and discusses strategies around branding, packaging, pricing and promoting the products.
Sunsilk Brand audit Power point slides " Project of Strategic brand audit report"
The Islamia University Of Bahawalpur "department of Management Sciencies"
MBA 6th Marketing specialization (2011-2015
This document summarizes a marketing research study on shampoos in India. The objectives were to study the current Indian shampoo market, analyze brand relationships, assess advertising influence, and study impact of clinical lab seals. Primary and secondary data was collected through interviews and research reports. The scope covered major shampoo categories from a customer satisfaction perspective. Limitations included a one month time constraint. The study's universe was Delhi and sampled 28 consumers through disproportionate stratified random sampling. Key findings showed people use multiple shampoos or remedies for various hair problems. Advertising most influenced purchases. Recommendations included developing quality, benefits, and targeting specific problems.
This document provides an analysis of the Sunsilk brand of shampoo. It discusses the brand's logo, which features small balls with flame motifs representing different colors and long hair. The brand's slogan is "Life can't wait". The symbol and character used in ads portray a gang of girls to represent interaction and growth. The packaging was updated to make the brand look more modern and highlight its variants for different hair types. Sunsilk positions itself as a leading shampoo brand with four variants catering to consumer needs. Its brand personality is exciting, innovative, and attractive.
Marketing audit of Unilever( sun silk shampoo)sadaf samoo
This document provides an analysis of Unilever's Sunsilk brand of shampoo in Pakistan. It discusses Unilever's history and mission. It then analyzes Sunsilk using various frameworks like the BCG matrix, Ansoff matrix, SWOT analysis, and marketing mix. It discusses Sunsilk's product line, segmentation, positioning, competitors, and macro and micro environment. It concludes that Sunsilk is a renowned brand due to Unilever's brand name and it aims to maintain competitive advantage over rivals like P&G by reducing gaps through new variants, packaging, and lower prices.
This document provides information about Unilever, Procter & Gamble, and their hair care brands Sun Silk and Head & Shoulders. It discusses the founders and history of Unilever and P&G. For Sun Silk and Head & Shoulders, it outlines their target markets through demographic and lifestyle segmentation, and describes their marketing strategies around product lines, pricing, and promotions. Key differences are noted between the two brands' approaches to capturing market share in Pakistan.
The document summarizes market research conducted on the shampoo brand Sunsilk after it underwent repositioning. It finds that while awareness of the rebranding is high, awareness of the products themselves is still lacking. It also finds that the new packaging was successful but more promotion is needed, especially of variant lines. Overall it indicates that the repositioning helped but that additional efforts are required to improve sales and convert non-users.
This document provides a brand audit of Sunsilk shampoo conducted by a group of MBA students. It includes an overview of Sunsilk's history, logo, brand portfolio, target market, marketing strategies, competitive analysis, packaging, pricing, promotion, advertising, SWOT analysis, and brand equity. The audit examines Sunsilk's current position in the market and provides recommendations. Statistical analysis from consumer surveys is also included to understand brand awareness, positioning, and consumer perceptions.
Sunsilk is a hair care brand known for products for women. It launched in 1954 in the UK and is now available in over 50 countries. Sunsilk uses various promotional tools like web marketing, networking, contests, sponsorships, and advertising to build its brand as a product concerned with women's needs. Its "Life Can't Wait" campaign aims to inspire women to live fullest lives.
Sunsilk Brand audit Power point slides " Project of Strategic brand audit report"
The Islamia University Of Bahawalpur "department of Management Sciencies"
MBA 6th Marketing specialization (2011-2015
This document summarizes a marketing research study on shampoos in India. The objectives were to study the current Indian shampoo market, analyze brand relationships, assess advertising influence, and study impact of clinical lab seals. Primary and secondary data was collected through interviews and research reports. The scope covered major shampoo categories from a customer satisfaction perspective. Limitations included a one month time constraint. The study's universe was Delhi and sampled 28 consumers through disproportionate stratified random sampling. Key findings showed people use multiple shampoos or remedies for various hair problems. Advertising most influenced purchases. Recommendations included developing quality, benefits, and targeting specific problems.
This document provides an analysis of the Sunsilk brand of shampoo. It discusses the brand's logo, which features small balls with flame motifs representing different colors and long hair. The brand's slogan is "Life can't wait". The symbol and character used in ads portray a gang of girls to represent interaction and growth. The packaging was updated to make the brand look more modern and highlight its variants for different hair types. Sunsilk positions itself as a leading shampoo brand with four variants catering to consumer needs. Its brand personality is exciting, innovative, and attractive.
Marketing audit of Unilever( sun silk shampoo)sadaf samoo
This document provides an analysis of Unilever's Sunsilk brand of shampoo in Pakistan. It discusses Unilever's history and mission. It then analyzes Sunsilk using various frameworks like the BCG matrix, Ansoff matrix, SWOT analysis, and marketing mix. It discusses Sunsilk's product line, segmentation, positioning, competitors, and macro and micro environment. It concludes that Sunsilk is a renowned brand due to Unilever's brand name and it aims to maintain competitive advantage over rivals like P&G by reducing gaps through new variants, packaging, and lower prices.
This document provides information about Unilever, Procter & Gamble, and their hair care brands Sun Silk and Head & Shoulders. It discusses the founders and history of Unilever and P&G. For Sun Silk and Head & Shoulders, it outlines their target markets through demographic and lifestyle segmentation, and describes their marketing strategies around product lines, pricing, and promotions. Key differences are noted between the two brands' approaches to capturing market share in Pakistan.
The document summarizes market research conducted on the shampoo brand Sunsilk after it underwent repositioning. It finds that while awareness of the rebranding is high, awareness of the products themselves is still lacking. It also finds that the new packaging was successful but more promotion is needed, especially of variant lines. Overall it indicates that the repositioning helped but that additional efforts are required to improve sales and convert non-users.
This document provides a brand audit of Sunsilk shampoo conducted by a group of MBA students. It includes an overview of Sunsilk's history, logo, brand portfolio, target market, marketing strategies, competitive analysis, packaging, pricing, promotion, advertising, SWOT analysis, and brand equity. The audit examines Sunsilk's current position in the market and provides recommendations. Statistical analysis from consumer surveys is also included to understand brand awareness, positioning, and consumer perceptions.
Sunsilk is a hair care brand known for products for women. It launched in 1954 in the UK and is now available in over 50 countries. Sunsilk uses various promotional tools like web marketing, networking, contests, sponsorships, and advertising to build its brand as a product concerned with women's needs. Its "Life Can't Wait" campaign aims to inspire women to live fullest lives.
The document discusses brand performance, brand equity, and integrated marketing communication as they relate to the shampoo brands Pantene, Sunsilk, and Dove. It begins with an introduction that establishes the research objectives and questions. It then provides profiles of the parent companies P&G and Unilever, as well as profiles of the individual Pantene, Sunsilk, and Dove brands. The literature review discusses components of market performance, brand equity, and integrated marketing communication. The bulk of the document consists of an analysis of the brands' market performance, brand equity, and marketing communications strategies. It concludes with a discussion of opportunities to improve brand performance.
A report on 4p's and STP of clinic plus shampooHARSHA DEVATHA
Clinic Plus shampoo is produced by Unilever and targets women in India. It has a variety of product types and prices starting from Rs. 1/-. Clinic Plus segments the market based on geography, behavior, and price. It targets women and positions itself as a family shampoo that nourishes hair from within. The product is priced competitively compared to Dove and distributed widely through Hindustan Unilever's network to reach both rural and urban consumers. Promotion focuses on the relationship between mothers and daughters through print, TV, and online advertisements emphasizing strong, long hair.
The marketing plan is for Allenora shampoo produced by Zapotol corp. The shampoo will be distributed in Pakistan and targets both men and women but mainly women. It will be available in 100ml, 200ml, and 400ml bottles as well as sachet packets. The plan is to become a strong shampoo brand within 5 years. The shampoo has 7 benefits including anti-damage, anti-dandruff, and conditioning. It will compete with popular brands like Head & Shoulders, Clear, Sunsilk, and Dove. Market research will be conducted to understand customer preferences and feedback on packaging, quality, and performance. The shampoo will be positioned as a
This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.
10 Step Marketing Plan of Head & Shoulders brian garciabrgarcia
1. Head & Shoulders targets men and women with dandruff and scalp problems who want proper hygiene and hair care to gain confidence. Other shampoo brands focus more on hair condition.
2. Head & Shoulders' market share in the Philippines is less than Php 1.8 billion of the estimated Php 12 billion shampoo industry.
3. The marketing plan focuses on TV ads with Manny Pacquiao, print ads, events, social media, and nationwide distribution to position Head & Shoulders as the niche leader in anti-dandruff shampoo.
This document outlines the brand strategy for Clinic Plus hair care products. It begins by establishing that Clinic Plus aims to strengthen the bond between mothers and daughters by nourishing daughters' hair. The brand promise is to provide hair strength through the power of nurturance. The consumer truth is that mothers want to ensure their daughter's hair and their bond remains strong despite changing times. Clinic Plus products contain milk protein, which accounts for 90% of hair composition, to strengthen and make hair resilient from root to tip. Going forward, the brand strategy will focus on recognizing Clinic Plus' association with mothers and daughters, identifying hair strengthening as a functional proposition, and expanding the portfolio in line with this refreshed positioning.
Sunsilk is a hair care brand owned by Unilever that has been operating for over 60 years in more than 80 countries. It has established itself as the number one brand in Asia, Latin America, and the Middle East through effective branding strategies like brand ambassadors and various product lines. While it faces intense competition from other hair care brands, Sunsilk segments its market and positions itself as a hair expert. It builds brand equity through an integrated marketing communications approach including advertising, promotions, and digital campaigns. Maintaining brand loyalty while adapting to changing consumer preferences and market conditions is an ongoing focus.
Rejoice shampoo is relaunching in the Indian market with improvements to attract more customers. It is introducing smaller 10ml sachets and 180ml bottles. Rejoice is an herbal anti-dandruff shampoo without chemicals that comes in 5 variants to treat different hair problems like fall, dandruff, splitting and promote hair growth. It aims to provide consumers with healthy hair and lifestyle through its conditioning formula. Rejoice targets India's upper middle class and uses advertising and promotions to position itself as the best choice for dandruff removal and beautiful hair.
This marketing plan introduces a new innovative hair color shampoo product by Sunsilk to be marketed in Pakistan. The plan aims to maintain Sunsilk's status as the second leading hair care brand and reach a target sales of Rs 50 million in the first year. It analyzes the internal and external environments to determine the best strategies. The hair color industry is currently growing as more consumers wish to color their hair. Sunsilk hair color shampoo will be positioned as a unique and convenient product that is less harmful than other hair color products in the market.
This document discusses issues related to advertising in the Indian shampoo market. It provides an overview of the market, key factors that influence consumer purchasing behavior, and challenges faced by advertisers. The market has seen significant growth and fragmentation as companies launch numerous new brands and variants to target specific hair and scalp issues. Advertising plays a key role in guiding consumer expectations and creating a brand image or halo. However, some consumers actively avoid advertising, posing challenges for advertisers to create distinctive and relevant ads that catch consumer attention. Creativity in advertising is important to engage consumers and build brand loyalty in this competitive market.
The document discusses a study conducted on customer preferences for Sunsilk shampoo. The objectives were to determine average customer preference, identify significant variables affecting preference, and recognize customer benefits. The scope covered Sunsilk shampoo categories in Dwarka. Primary data was collected through questionnaires with 50 samples. Most respondents had tried Sunsilk and learned about it from friends. Customers expected hair smoothness and prevention of hair fall. Need satisfaction most influenced preference. Sunsilk was found to be easily available and affordable.
This document summarizes a presentation on the marketing plan of Sunsilk Color Shampoo. It provides background on Sunsilk as a brand launched in 1964. It then discusses the types of Sunsilk shampoos, Unilever's marketing objectives, and the specific objectives for Sunsilk Color Shampoo. Key points of the marketing mix are outlined, including identifying the target consumer as females aged 14-30. A SWOT analysis is presented for Sunsilk. Marketing strategies like internal, integrated, performance and relationship marketing are mentioned. Factors affecting consumer behavior are also summarized.
Clinic All Clear is HUL's anti-dandruff shampoo brand that contains Vita-ACE to fight dandruff while restoring nutrients to hair. It has a 39.6% market share in India's Rs. 21.41 billion anti-dandruff shampoo category, second to market leader Head & Shoulders. Clinic All Clear recently rebranded with new packaging and positioning from "No Dandruff" to "Soft and Silky Hair" to focus on hair health beyond dandruff removal. Market research was conducted to understand consumer preferences and inform future marketing strategies to increase awareness of Clinic All Clear's benefits versus other HUL shampoo brands.
The document analyzes Head & Shoulders shampoo marketing in Pakistan. It finds that while Head & Shoulders is one of the most popular shampoo brands, used by about 1/3 of the population, some customers are dissatisfied with quality and pricing issues. It recommends that P&G improve quality, introduce new flavors and packaging options, make the product more affordable and accessible, and run strong marketing campaigns to increase awareness of Head & Shoulders features.
The document discusses the shampoo industry in India. It provides the following key points:
1. The word "shampoo" originated from the Hindi word "champi" meaning head massage. Hindustan Unilever Ltd. (HUL) has long been the undisputed leader in the Indian shampoo market since the 1990s launching various brands over the years on different platforms.
2. The shampoo market is segmented based on geography, consumer behavior, and benefit platforms like cosmetic, anti-dandruff, and herbal benefits. Target markets include upper middle class, middle class, rural consumers, and teenagers.
3. Major players in the Indian shamp
This document analyzes the advertising strategies of Clinic All Clear (CAC) anti-dandruff shampoo over the years. It discusses CAC's positioning as a dandruff solution and its targeting of appearance-conscious youth. Various TV advertisements featuring celebrities promoting benefits like removal of dandruff and prevention of hair fall are described. Issues with some advertising claims and lack of consumer awareness about CAC are highlighted. Recommendations include increasing brand awareness, more creative advertising, providing a total brand experience, and changing packaging.
This document provides an overview of the Indian shampoo market and consumer behavior related to shampoo purchases. It discusses how shampoo manufacturers like Procter & Gamble and Hindustan Unilever segment the market and position different brands based on benefits. The aggressive marketing of new brands and line extensions in India has led to rapid market growth. The document also examines factors like pricing, advertising, and consumer perceptions that influence shampoo sales. Finally, it outlines the objectives and methodology of a study analyzing brand preferences and the impact of advertising on consumer buying behavior in the Indian shampoo market.
The document discusses Sunsilk, a hair care brand produced by Unilever. In 2006, Unilever launched Gang of Girls, a social networking site to promote Sunsilk that allowed members to upload videos and share makeovers. The site helped promote the brand to young adults. However, the site did not attract most girls and had limited reach in rural areas where many Sunsilk consumers lived. The document also examines Sunsilk's marketing strategy, product line, pricing, distribution, and factors for its success.
The document provides information about Pantene's market share and 4P's analysis in Thailand. It states that Pantene has been the leading beauty shampoo brand since 2009, with 14% of the market share. While Sunsilk has the largest share at 26%. The analysis also examines the brands' products, prices, places of distribution and promotional strategies. It finds that Pantene's bottles are white while competitors have color-coded bottles for different formulas. Pantene targets all consumer groups but has not fully utilized online media or emphasized new product developments.
The document discusses brand performance, brand equity, and integrated marketing communication as they relate to the shampoo brands Pantene, Sunsilk, and Dove. It begins with an introduction that establishes the research objectives and questions. It then provides profiles of the parent companies P&G and Unilever, as well as profiles of the individual Pantene, Sunsilk, and Dove brands. The literature review discusses components of market performance, brand equity, and integrated marketing communication. The bulk of the document consists of an analysis of the brands' market performance, brand equity, and marketing communications strategies. It concludes with a discussion of opportunities to improve brand performance.
A report on 4p's and STP of clinic plus shampooHARSHA DEVATHA
Clinic Plus shampoo is produced by Unilever and targets women in India. It has a variety of product types and prices starting from Rs. 1/-. Clinic Plus segments the market based on geography, behavior, and price. It targets women and positions itself as a family shampoo that nourishes hair from within. The product is priced competitively compared to Dove and distributed widely through Hindustan Unilever's network to reach both rural and urban consumers. Promotion focuses on the relationship between mothers and daughters through print, TV, and online advertisements emphasizing strong, long hair.
The marketing plan is for Allenora shampoo produced by Zapotol corp. The shampoo will be distributed in Pakistan and targets both men and women but mainly women. It will be available in 100ml, 200ml, and 400ml bottles as well as sachet packets. The plan is to become a strong shampoo brand within 5 years. The shampoo has 7 benefits including anti-damage, anti-dandruff, and conditioning. It will compete with popular brands like Head & Shoulders, Clear, Sunsilk, and Dove. Market research will be conducted to understand customer preferences and feedback on packaging, quality, and performance. The shampoo will be positioned as a
This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.
10 Step Marketing Plan of Head & Shoulders brian garciabrgarcia
1. Head & Shoulders targets men and women with dandruff and scalp problems who want proper hygiene and hair care to gain confidence. Other shampoo brands focus more on hair condition.
2. Head & Shoulders' market share in the Philippines is less than Php 1.8 billion of the estimated Php 12 billion shampoo industry.
3. The marketing plan focuses on TV ads with Manny Pacquiao, print ads, events, social media, and nationwide distribution to position Head & Shoulders as the niche leader in anti-dandruff shampoo.
This document outlines the brand strategy for Clinic Plus hair care products. It begins by establishing that Clinic Plus aims to strengthen the bond between mothers and daughters by nourishing daughters' hair. The brand promise is to provide hair strength through the power of nurturance. The consumer truth is that mothers want to ensure their daughter's hair and their bond remains strong despite changing times. Clinic Plus products contain milk protein, which accounts for 90% of hair composition, to strengthen and make hair resilient from root to tip. Going forward, the brand strategy will focus on recognizing Clinic Plus' association with mothers and daughters, identifying hair strengthening as a functional proposition, and expanding the portfolio in line with this refreshed positioning.
Sunsilk is a hair care brand owned by Unilever that has been operating for over 60 years in more than 80 countries. It has established itself as the number one brand in Asia, Latin America, and the Middle East through effective branding strategies like brand ambassadors and various product lines. While it faces intense competition from other hair care brands, Sunsilk segments its market and positions itself as a hair expert. It builds brand equity through an integrated marketing communications approach including advertising, promotions, and digital campaigns. Maintaining brand loyalty while adapting to changing consumer preferences and market conditions is an ongoing focus.
Rejoice shampoo is relaunching in the Indian market with improvements to attract more customers. It is introducing smaller 10ml sachets and 180ml bottles. Rejoice is an herbal anti-dandruff shampoo without chemicals that comes in 5 variants to treat different hair problems like fall, dandruff, splitting and promote hair growth. It aims to provide consumers with healthy hair and lifestyle through its conditioning formula. Rejoice targets India's upper middle class and uses advertising and promotions to position itself as the best choice for dandruff removal and beautiful hair.
This marketing plan introduces a new innovative hair color shampoo product by Sunsilk to be marketed in Pakistan. The plan aims to maintain Sunsilk's status as the second leading hair care brand and reach a target sales of Rs 50 million in the first year. It analyzes the internal and external environments to determine the best strategies. The hair color industry is currently growing as more consumers wish to color their hair. Sunsilk hair color shampoo will be positioned as a unique and convenient product that is less harmful than other hair color products in the market.
This document discusses issues related to advertising in the Indian shampoo market. It provides an overview of the market, key factors that influence consumer purchasing behavior, and challenges faced by advertisers. The market has seen significant growth and fragmentation as companies launch numerous new brands and variants to target specific hair and scalp issues. Advertising plays a key role in guiding consumer expectations and creating a brand image or halo. However, some consumers actively avoid advertising, posing challenges for advertisers to create distinctive and relevant ads that catch consumer attention. Creativity in advertising is important to engage consumers and build brand loyalty in this competitive market.
The document discusses a study conducted on customer preferences for Sunsilk shampoo. The objectives were to determine average customer preference, identify significant variables affecting preference, and recognize customer benefits. The scope covered Sunsilk shampoo categories in Dwarka. Primary data was collected through questionnaires with 50 samples. Most respondents had tried Sunsilk and learned about it from friends. Customers expected hair smoothness and prevention of hair fall. Need satisfaction most influenced preference. Sunsilk was found to be easily available and affordable.
This document summarizes a presentation on the marketing plan of Sunsilk Color Shampoo. It provides background on Sunsilk as a brand launched in 1964. It then discusses the types of Sunsilk shampoos, Unilever's marketing objectives, and the specific objectives for Sunsilk Color Shampoo. Key points of the marketing mix are outlined, including identifying the target consumer as females aged 14-30. A SWOT analysis is presented for Sunsilk. Marketing strategies like internal, integrated, performance and relationship marketing are mentioned. Factors affecting consumer behavior are also summarized.
Clinic All Clear is HUL's anti-dandruff shampoo brand that contains Vita-ACE to fight dandruff while restoring nutrients to hair. It has a 39.6% market share in India's Rs. 21.41 billion anti-dandruff shampoo category, second to market leader Head & Shoulders. Clinic All Clear recently rebranded with new packaging and positioning from "No Dandruff" to "Soft and Silky Hair" to focus on hair health beyond dandruff removal. Market research was conducted to understand consumer preferences and inform future marketing strategies to increase awareness of Clinic All Clear's benefits versus other HUL shampoo brands.
The document analyzes Head & Shoulders shampoo marketing in Pakistan. It finds that while Head & Shoulders is one of the most popular shampoo brands, used by about 1/3 of the population, some customers are dissatisfied with quality and pricing issues. It recommends that P&G improve quality, introduce new flavors and packaging options, make the product more affordable and accessible, and run strong marketing campaigns to increase awareness of Head & Shoulders features.
The document discusses the shampoo industry in India. It provides the following key points:
1. The word "shampoo" originated from the Hindi word "champi" meaning head massage. Hindustan Unilever Ltd. (HUL) has long been the undisputed leader in the Indian shampoo market since the 1990s launching various brands over the years on different platforms.
2. The shampoo market is segmented based on geography, consumer behavior, and benefit platforms like cosmetic, anti-dandruff, and herbal benefits. Target markets include upper middle class, middle class, rural consumers, and teenagers.
3. Major players in the Indian shamp
This document analyzes the advertising strategies of Clinic All Clear (CAC) anti-dandruff shampoo over the years. It discusses CAC's positioning as a dandruff solution and its targeting of appearance-conscious youth. Various TV advertisements featuring celebrities promoting benefits like removal of dandruff and prevention of hair fall are described. Issues with some advertising claims and lack of consumer awareness about CAC are highlighted. Recommendations include increasing brand awareness, more creative advertising, providing a total brand experience, and changing packaging.
This document provides an overview of the Indian shampoo market and consumer behavior related to shampoo purchases. It discusses how shampoo manufacturers like Procter & Gamble and Hindustan Unilever segment the market and position different brands based on benefits. The aggressive marketing of new brands and line extensions in India has led to rapid market growth. The document also examines factors like pricing, advertising, and consumer perceptions that influence shampoo sales. Finally, it outlines the objectives and methodology of a study analyzing brand preferences and the impact of advertising on consumer buying behavior in the Indian shampoo market.
The document discusses Sunsilk, a hair care brand produced by Unilever. In 2006, Unilever launched Gang of Girls, a social networking site to promote Sunsilk that allowed members to upload videos and share makeovers. The site helped promote the brand to young adults. However, the site did not attract most girls and had limited reach in rural areas where many Sunsilk consumers lived. The document also examines Sunsilk's marketing strategy, product line, pricing, distribution, and factors for its success.
The document provides information about Pantene's market share and 4P's analysis in Thailand. It states that Pantene has been the leading beauty shampoo brand since 2009, with 14% of the market share. While Sunsilk has the largest share at 26%. The analysis also examines the brands' products, prices, places of distribution and promotional strategies. It finds that Pantene's bottles are white while competitors have color-coded bottles for different formulas. Pantene targets all consumer groups but has not fully utilized online media or emphasized new product developments.
This document summarizes information about the hair care brand Pantene Pro-V. It discusses that Pantene was developed in 1940 by Swiss company Hoffman-La Roche, was acquired by Procter & Gamble in 1985, and was renamed Pantene Pro-V in 1991. It provides details about Pantene's product lines, packaging, pricing strategy, promotion methods, distribution channels, target consumer demographic, and market share compared to competitors. The document also identifies Pantene's strengths as its market leadership, anti-dandruff formula, and total care products, as well as opportunities and threats facing the brand.
Pantene Pro-V is a hair care brand established in 1947 that is now owned by Procter & Gamble. It has a range of hair care products and annual sales of $3 billion. The target audience is professional women ages 25-35, with a focus on increasing market share within this segment by 10%. The marketing campaign will include TV, print, outdoor, internet, and sponsorship activities to promote a new red bottle where $1 from each sale supports women's heart health. The total budget for the integrated marketing campaign is over $8 million.
Pantene is currently the market leader in premium hair care products in India but faces stagnating market growth and falling market share. Its objectives are to increase market share and be seen as the top hair care brand. It plans to achieve this through new product formulations with revolutionary results and more interactive marketing strategies. The target audience is proposed to expand to both females and males seeking to look younger through healthy hair. Pantene will position itself as the "Spring of Life" and leverage the 4Ps of marketing with a new product line, competitive pricing, wide availability and promotional activities including TV, radio and digital advertising.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
The document is a project plan created by the advertising agency EYEDEA-THE CREATIVE SOLUTIONS for a Pantene Pro V advertising campaign. It includes an initiation section covering the business case, feasibility study, project charter, stakeholder register, and stakeholder management strategy. The planning section contains the project management plan and sub-plans for scope, time, cost, quality, resources, communication, risk, and procurement management. The preferred solution is to conduct a promotional campaign to increase awareness, sales and market share for Pantene.
This document provides an overview of Pantene, a brand of hair care products owned by Procter & Gamble. It discusses Pantene's product introduction, marketing concept focusing on target markets and competitors, marketing mix involving product, price, place, and promotion strategies. It also includes a SWOT analysis and uses the BCG matrix to analyze Pantene's product portfolio. Marketing research processes and consumer behavior relevant to Pantene are summarized as well.
1. Market segmentation involves dividing a market into distinct groups of consumers based on common characteristics like geography, demographics, psychographics, or behaviors. This allows companies to tailor their marketing mix to specific target segments.
2. The document discusses market segmentation bases used by Hair Max Shampoo, including geographical, psychographic, demographic, and behavioral segmentation. The company has segmented consumers based on factors like location, social class, age, occupation, user status, and more.
3. Hair Max Shampoo's positioning strategy is to position itself as providing "more for the same" - offering more benefits than competitors at a similar price point. It aims to attract customers by emphasizing product quality and
The document outlines a digital marketing campaign for Garnier Fructis' Goodbye Damage hair product range. It includes ideas for contests and quizzes on social media to engage customers, particularly young women and students. Contest ideas involve sharing photos with friends and answering questions about hair care and women's safety. Quizzes would test knowledge of the product ingredients and benefits. Hashtags and social media promotions are suggested to generate awareness and participation. Videos would showcase real stories of women fixing damaged friendships or hair.
Shampoo International consumer insights learningsPESHWA ACHARYA
The document discusses key learnings from the international shampoo market. It finds that conditioners are the fastest growing category after shampoos, with the market growing at 9% annually. Major brands are differentiating through novelty, like Herbal Essences' redesign and Sunsilk's $200M launch supported by TV ads. Brands are also focusing messaging on how their products achieve beautiful hair through benefits like preserving natural beauty and improving hair condition. Six main consumer mindsets were identified, ranging from those seeking basic products to indulgence to specific treatments. Overall, the market shows a large value segment but an emerging premium one, with consumers continuously evolving in their expectations around product and media innovation to achieve beautiful hair.
This document provides an overview of L'Oreal's operations and product strategy in India. It discusses L'Oreal's four main divisions in India: consumer products, professional products, luxury products, and active cosmetics. The biggest revenue generator is the consumer products division, led by the Garnier brand. It also discusses L'Oreal's product extension, line extension, and brand extension strategies. Key aspects of L'Oreal's packaging and product differentiation approaches are summarized as well.
Sunsilk is a hair care brand produced by Unilever that is considered the world's leading hair conditioning brand and second largest shampoo brand. Sunsilk sells shampoos, conditioners, and other hair products in 69 countries worldwide and is the number one hair care brand in several Asian and Latin American countries. Sunsilk has launched various products since 1954 and uses celebrity brand ambassadors to promote its products, though some ingredients may cause allergic reactions or hair damage for some users.
Garnier is a division of L'Oreal that produces hair and skin care products sold worldwide. In India, Garnier revolutionized its approach by developing Garnier Colour Naturals, an affordable hair dye for the Asian market. Initially, Garnier positioned its Ultra Doux shampoo in India as natural and Ayurvedic but at competitive prices without differentiation. Later, Garnier repositioned Ultra Doux as Garnier Fructis and Garnier Synergie as Garnier Skin Naturals, setting prices slightly above mass brands. Garnier further strengthened its positioning with Fructis Shampoo + Oil that combined hair care routines into one product.
Este documento presenta los diferentes productos que ofrece la marca Pantene para el cuidado del cabello. Describe varias líneas de productos como Restauración, Hidratación, Control de Caída, Cuidado Clásico y Brillo Extremo, entre otros. Para cada línea se enumeran los shampoos, acondicionadores y tratamientos disponibles. El objetivo es dar a conocer la amplia gama de opciones que ofrece Pantene.
Sunsilk is Unilever's leading hair care brand sold in 80 countries worldwide. It is number 1 in Asia, Latin America and the Middle East, with over $1 billion in annual sales. Sunsilk targets women ages 16-40 with a variety of shampoos, conditioners and other hair products. Its key strengths are providing soft, shiny and manageable hair through formulations developed by hair experts.
John Power consumes various media types including television, films, music, video games, and books through different devices such as his TV, DVD player, laptop, phone, and Playstation. He enjoys a wide variety of shows, movies, music genres, video games, and book topics.
Introduction For A Project On ShampoosSahil Jindal
Shampoo is a hair care product used to remove oils, dirt, and other contaminants from hair without stripping it of natural oils. Its origins can be traced back to practices in India involving head massages and herbal treatments. Modern shampoo formulations typically contain surfactants like sodium lauryl sulfate that create lather, along with other ingredients to condition hair and adjust viscosity, fragrance, and pH level. Specialized shampoos have also been developed for issues like dandruff or colored hair.
Sunsilk Gang of Girls (GOG) was an online community launched by Hindustan Unilever to connect with their target audience of women. GOG allowed women to share personal information, get advice from hair experts, and participate in contests. It was a major initiative for the hair care brand Sunsilk and helped build an engaged online community. However, concerns were raised around personal information being shared and potential blocking of users. The GOG concept was successful and saw over 3.5 million registrations, with plans to launch a new rural-focused version called "Sunsilk Saheli".
The group presented their marketing plan for a new shampoo brand called Niamia. They discussed defining their product as a shampoo and emphasizing marketing ethics. Their target markets are women ages 16-40, men, and young mothers. Key features of their shampoo include being anti-damage, anti-dandruff, and nourishing. They analyzed competitors like Head & Shoulders and developed a positioning statement. Their action plan includes an advertising campaign using celebrities and sampling. They discussed objectives to make ads simple, memorable, interesting and emotionally engaging. The group will survey customers for feedback and control sales, expenses and respond to issues to ensure success.
The document provides information about a shampoo manufacturing company established in 2010 in India. It has since expanded its product range and is one of the leading shampoo brands in the country. In the 2021 business year, the company reported a turnover of Rs. 7 crores and a post-tax profit of Rs. 90 lakhs. The company is looking to launch a new haircare product. The document further provides the company's mission, vision, product details and review, competitors analysis, and strategies for promotion and sustainable waste management.
This document provides an introduction and overview of a shampoo manufacturing company established in 2010 in India. It discusses the company's operations, financial performance in 2021 with a turnover of 7 crores and profit after tax of 90 lakhs. The company is well positioned to launch a new haircare product. It then covers the company's mission to provide high quality hair products using natural ingredients, vision statement, product review of its 7-in-1 anti-hair fall shampoo, competitors analysis, SWOT analysis, segmentation of its target market, strategies to promote the brand through advertising and promotions, and its waste management practices.
Head & Shoulders is an anti-dandruff shampoo brand owned by Procter & Gamble. It was introduced in 1961 and was the first product to identify and treat the causes of dandruff using zinc pyrithione. The document discusses the marketing mix strategies used by Head & Shoulders in India, including targeting consumers with scalp and dandruff problems, having various product sizes and flavors, nationwide distribution, and advertising through television, magazines, and billboards. It also addresses the pricing approach, ensuring prices are affordable and competitive with other brands.
Unilever is a global consumer goods company with 400 brands in home, personal care, and food products. Some of their most popular brands include Dove, Lipton, Knorr, Sunsilk, and Omo. Sunsilk is Unilever's hair care brand that was first launched in 1954 and is now available in over 50 countries. In Pakistan, Sunsilk was introduced in 1989 with three variants and has since expanded its range with products targeted at different hair types and conditions. Head & Shoulders is Procter & Gamble's leading anti-dandruff shampoo brand, first introduced in Pakistan in 1991. Both Sunsilk and Head & Shoulders aim their products at consumers in
- Clinic All Clear is a shampoo brand owned by Hindustan Unilever that is focused on treating dandruff. It has various variants and is one of the leading brands in India with a strong market presence.
- The shampoo market in India is growing, driven by increasing awareness of hair care and a rising middle class. Major players are expanding their product lines and promoting new launches to gain market share.
- Clinic All Clear targets urban, upper middle class consumers and positions itself as an effective anti-dandruff shampoo, distributing through retailers while promoting through celebrity endorsements.
The Measurement of Brand Awareness and Brand Perception>soumojit neogy
This document provides a project report on measuring brand awareness and perception of Garnier Ultra Blends hair products in India. The report outlines the research methodology used, which included a descriptive study design with a sample size of 50 respondents surveyed using a structured questionnaire. Statistical analysis tools like charts, percentages, and interval estimation were used to analyze the collected primary data. The findings showed that brand awareness positively influences purchasing behavior. Customers believe branded products have better quality and enhance social status. The report concludes that Garnier needs to enhance brand image associations for their target audience to gain long-term strategic benefits.
- Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble and is the world's number one anti-dandruff shampoo.
- When launched in India in 1997, the anti-dandruff market was small but growing and dominated by Clinic All Clear; Head & Shoulders fueled further growth.
- The document discusses Head & Shoulders marketing strategies in India, including segmentation, targeting, positioning, products, pricing, placement, and promotion.
This document discusses the 4 P's of marketing strategy for Sunsilk shampoo in India. It provides details on the product range, pricing, promotion, and distribution strategies. Sunsilk offers various shampoo variants targeted at different hair needs that were co-created with 7 global hair experts. It uses value-based pricing and promotional campaigns involving celebrity endorsements. Hindustan Unilever distributes Sunsilk widely in India through a network of distributors and retailers to achieve a broad reach across urban and rural areas.
The document summarizes a marketing plan for a new hair coloring shampoo and beard oil product called Hair Beard Baron. It introduces the 4 colored variants of the shampoo and ingredients of the beard oil. It then discusses the target audience which is youth aged 16-36 in cities like Delhi. It outlines the product positioning as a new innovative way to instantly color hair and provides shine to beards. Distribution will be through beauty parlors and malls. Advertising will include print, online, and below the line activities like college events.
This document defines various techniques used in advertising, including:
- Avante Garde, Bandwagon, Card Stacking, Emotional Word Repetition, Glittering Generalities, Jingle, Plain Folks, Simple Solutions, Slogan, Snob Appeal, Target Audience, Testimonial, Transfer, Weasel Words, and Wit and Humor.
It provides examples for many of the techniques and discusses how advertisers aim to attract consumers by exploiting emotions, popularity, credibility and associations with desirable things. The document also discusses common traits of famous advertising slogans and defines demographics used to identify target audiences.
The document describes Leo PVT LTD's hair coloring shampoo product called Killer Strands. It is available in 5 colors and provides immediate hair coloring in 15 minutes without damage. It retails for Rs. 250 per 100ml bottle. The product aims to make hair coloring easy and affordable as an alternative to salon treatments. It contains natural dyes and nourishes hair. The document outlines the company's marketing strategy to promote brand awareness and increase demand among youth.
Zapotol Corporation is launching a new shampoo brand called Allenora in Pakistan. Allenora will be a 7-in-1 shampoo addressing issues like hair fall, dryness, dullness, roughness and dandruff. It will be available in 100ml, 200ml and 400ml bottles as well as sachets. The company aims to become a strong shampoo brand in Pakistan within 5 years. Key competitors in the market include Head & Shoulders, Clear, Sunsilk and Dove. Market analysis shows shampoo sales growing in Pakistan, with Unilever and P&G dominating 50% and 34% market share respectively through popular brands like Sunsilk and Head
Zapotol Corporation is launching a new shampoo brand called Allenora in Pakistan. Allenora will be a 7-in-1 shampoo addressing issues like hair fall, dryness, dullness, roughness and dandruff. It will be available in 100ml, 200ml and 400ml bottles as well as sachets. The company aims to become a strong shampoo brand in Pakistan within 5 years. Key competitors in the market include Head & Shoulders, Sunsilk, Pantene and Clear. The shampoo market in Pakistan is growing and valued at Rs.12.5 billion, with Unilever and P&G being the major players.
The document summarizes the shampoo industry in India. It discusses key facts about the FMCG industry and hair care category. It details market size, segmentation, usage patterns and growth of the shampoo industry. It also outlines the evolution of popular shampoo brands and their market leadership over the years.
The Indian shampoo industry is dominated by Hindustan Unilever Limited (HUL) which launched popular brands like Sunsilk and Clinic Plus in the 1960s-1980s. HUL focused on expanding rural distribution through affordable sachet sizes. The top three shampoo brands in India are Clinic Plus, Head & Shoulders, and Chik. The shampoo market faces challenges like low usage frequency and perceptions of chemicals. It is segmented based on benefits into cosmetic, anti-dandruff, and herbal categories. Rural consumers and sachet sizes are a key focus area. Popular brands target different age groups and genders and use celebrity endorsements in their advertising.
The Fascinating World of Bats: Unveiling the Secrets of the Nightthomasard1122
The Fascinating World of Bats: Unveiling the Secrets of the Night
Bats, the mysterious creatures of the night, have long been a source of fascination and fear for humans. With their eerie squeaks and fluttering wings, they have captured our imagination and sparked our curiosity. Yet, beyond the myths and legends, bats are fascinating creatures that play a vital role in our ecosystem.
There are over 1,300 species of bats, ranging from the tiny Kitti's hog-nosed bat to the majestic flying foxes. These winged mammals are found in almost every corner of the globe, from the scorching deserts to the lush rainforests. Their diversity is a testament to their adaptability and resilience.
Bats are insectivores, feeding on a vast array of insects, from mosquitoes to beetles. A single bat can consume up to 1,200 insects in an hour, making them a crucial part of our pest control system. By preying on insects that damage crops, bats save the agricultural industry billions of dollars each year.
But bats are not just useful; they are also fascinating creatures. Their ability to fly in complete darkness, using echolocation to navigate and hunt, is a remarkable feat of evolution. They are also social animals, living in colonies and communicating with each other through a complex system of calls and body language.
Despite their importance, bats face numerous threats, from habitat destruction to climate change. Many species are endangered, and conservation efforts are necessary to protect these magnificent creatures.
In conclusion, bats are more than just creatures of the night; they are a vital part of our ecosystem, playing a crucial role in maintaining the balance of nature. By learning more about these fascinating animals, we can appreciate their importance and work to protect them for generations to come. So, let us embrace the beauty and mystery of bats, and celebrate their unique place in our world.
At Affordable Garage Door Repair, we specialize in both residential and commercial garage door services, ensuring your property is secure and your doors are running smoothly.
Understanding the Mahadasha of Shukra (Venus): Effects and RemediesAstro Pathshala
The Mahadasha of Shukra (Venus) is one of the most significant periods in Vedic astrology. Shukra is known as the planet of love, beauty, wealth, and luxury. Its Mahadasha can bring about profound changes in an individual's life, both positive and negative, depending on its placement and condition in the natal chart.
What is Shukra Mahadasha?
Mahadasha is a planetary period in Vedic astrology that affects various aspects of an individual's life for a specific number of years. The Mahadasha of Shukra lasts for 20 years and is known to bring a period of significant transformation. Shukra is associated with pleasures, creativity, relationships, and material comforts. During its Mahadasha, these areas of life tend to get highlighted.
Biography and career history of Bruno AmezcuaBruno Amezcua
Bruno Amezcua's entry into the film and visual arts world seemed predestined. His grandfather, a distinguished film editor from the 1950s through the 1970s, profoundly influenced him. This familial mentorship early on exposed him to the nuances of film production and a broad array of fine arts, igniting a lifelong passion for narrative creation. Over 15 years, Bruno has engaged in diverse projects showcasing his dedication to the arts.
Amid the constant barrage of distractions and dwindling motivation, self-discipline emerges as the unwavering beacon that guides individuals toward triumph. This vital quality serves as the key to unlocking one’s true potential, whether the aspiration is to attain personal goals, ascend the career ladder, or refine everyday habits.
Understanding Self-Discipline
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
Care Instructions for Activewear & Swim Suits.pdfsundazesurf80
SunDaze Surf offers top swimwear tips: choose high-quality, UV-protective fabrics to shield your skin. Opt for secure fits that withstand waves and active movement. Bright colors enhance visibility, while adjustable straps ensure comfort. Prioritize styles with good support, like racerbacks or underwire tops, for active beach days. Always rinse swimwear after use to maintain fabric integrity.
4. 1945 :PANTENE IS BORNInspired by the ingredient panthenol, Pantene, owned by Swiss drug
company Hoffman-LaRoche, makes its debut as a premium hair care line across Europe,
replete with glass bottles and prestige scents.
1960S :THE LEAP TO AMERICADemand from European travelers in the United States drives
American retailers to import Pantene from Switzerland. The shopping in New York City gets
even better when Pantene launches exclusively in upscale establishments like the Waldorf
Astoria and Saks Fifth Avenue.
1975-1976 :THE GOLD CAP Pantene changed to new packaging with its iconic gold cap. 35
years later, women still remember gold-capped Pantene.
1983 :LET’S GET SERIOUSIn the early „80s, Pantene expands its product lineup while
elevating Pantene‟s scientific expertise and health as the foundation for beautiful hair with the
new Pantene tagline “The Care and Feeling of Beautiful Hair.”
1986 :POP CULTURE PHENOMENON Pantene‟s “Don‟t hate me because I‟m beautiful”
campaign becomes one of the most famous and memorable campaigns and taglines in hair
care advertising history. And with its acquisition of Pantene in 1985, Procter and Gamble
expands Pantene‟s distribution on a massive scale, making the hair care technology of Pantene
accessible to women everywhere.
EARLY 1990S : AROUND THE WORLD Pantene makes its way across the globe, launching in
Australia, New Zealand, Central and Eastern Europe, the Middle East, North Africa, Latin
America, Korea and Japan. A staggering array of hair care and hairstyling product offerings and
a stronger focus on hair health make the Pantene Pro-V tagline “Hair so healthy it shines”
recognizable all over the world.
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5. 1995 :A BILLION REASONS TO BELIEVE
Pantene becomes a Billion Dollar Brand.
1997 TO 1998 :THE HEIGHT OF FASHIONPantene continues its run as a premium hair care
brand and media darling with endorsements from the Golden Door Salon, Ford Models, Club
Evian, Milan Fashion Week, Vogue, Allure and Cosmopolitan.
2000 TO 2006
GET THE LOO :Pantene revolutionizes its approach to hair care by making products that cater
to the look you want. With over 100 hair care and hairstyling products in the United States
alone, Pantene delivers on all your hair care needs and possibilities!
2010
THE STRUCTURE REVOLUTION :After years of extensive research and development,
Pantene launches its most comprehensive and groundbreaking offering yet—customized
solutions all based on hair structure. If you know the hair you have, Pantene will give you the
hair you want.
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Selection Of The Product
In this project I have selected a new type of shampoo which I developed in the
6. mind. I have named the product as “Pantene”. As you will see in
the following sections the product is a shampoo which is produced for every
customer uniquely with myShampoo Builder. This smart device can be found in
shopping markets and hotels. After a research done by myShampoo Builder with
a hair piece; the smart device finds what your hair really needs and produces it
just in time. You can reproduce your pantene pro-v with a unique number given to
you at any where in world.
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8. A.Factors influencing consumer buying
decision.
SOCIAL FACTORS..
-Manufacturers of products and brands subjected to strong group influence must figure
out how to reach opinion leaders-people within a reference group who, because of
special skills, knowledger, personality, or other characteristics, exert influence on other.
Many marketers use buzz marketing by enlisting or even creating opinion leaders to
spread the word about their brands. When they talks, consumer will listen. Serve as
brand ambassador eg: figure 1 and 2
Figure 1: Secret Garden (IzaraAishah)
Figure 2: Sunsilk (Heliza)
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9. B.Type or buying decision behavior.
HABITUAL BUYING BEHAVIOR.
- Consumers who buy frequently purchased low cost items require very little search
and decision effort.
- Consumers behavior does not pass through the usual belief-attitude-behavior
sequence.
- Example: toothpaste, salt, sugar and cooking oil.
VARIETY-SEEKING BUYING BEHAVIOR.
- Low consumer involvement in the product but consumers see a large difference
among brands.
- Consumer chang their preference for certain brands of body soap for variations
although satisfied with the current brand.
- Example: chocolate and cookies.
COMPLEX BUYING BEHAVIOR.
- Consumer seek, extensive decision because they unfamiliar f product or purchase
the product infrequently.
- Product are typically expensive and have psychological or economic risks.
- Consumer spend some time to look for information about the products andbrand
choices.
DISSONANCE-REDUCING BUYER BEHAVIOR.
- Consumers are highly involved in purchase but area not able to see key difference
among brand choices.
- Consumers would see little brand difference among products like leather sofa and
kitchen cabinet. Instead they categorize the difference in accordance to price range.
>PANTENE use Habitual Buying Behavior in decision behavior.
Because buyers are not highly committed to any brands, marketers of low
involvement products with few brand differences often use price and sales
promotions to stimulate product trial.
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11. A.TARGET MARKET
Pantene is a brand of hair care products owned by Procter &Gamble. The product line was first
introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name
based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in
1985 in order for P&G to compete in the "beauty product" market rather than only functional
products.
- In Malaysia the brand is currently positioning its four products. Each one is facilitating
their consumers with a unique solution of a genuine problem like for who are
suffering through weak & rough hairs can go for Pantene Pro-V Smooth &
Strong Shampoo. The brand said in itsmarketing campaign, “Think your hair is too
rough and tough to tame? Put Pantene Smooth and Strong to the test and your hair
will have found its match. It gently detangles your unruly hair making it smooth and
strong so you can be the boss again! Pantene's nourishing Pro-Vshampoo formula
with Amino-S, when used with Pantene Pro-Vconditioner helps evenly
restructure hair from root to tip detangling your unruly hair making it strong, silky and
noticeably smoother in 10 days or less! Pantene is the first step to irresistibly smooth
hair”.
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12. Figure 3: syampoo
For who which are facing hair fall can go for Pentene Pro-V Anti-Hair FallShampoo. The brand
in this product advertising promise its consumers, “Think your hair is here today and gone
tomorrow? Think again. Pantene Anti-Hair Fall strengthens each strand from the root to the
tip reducing breakage up to 95% in just 2 washes. Pantene Pro-Vitamin Hair
Fallshampoo formulas when used with a Pantene Pro-V conditioner leave hair healthy and
strong in 10 days or less. Your hair will live on!” and for those who are experiencing split ends
and totally damaged hair can go for Pantene Pro-V Milky Extra Treatment Shampoo. The
product is stated itself as, “Do you believe in miracles? Watch the magic of Pantene Milky
Extra Treatment. The special formula of vitamins and milky lotion penetrates into your dry and
brittle hair and transforms each strand, making it stronger, healthier and full of life. It provides a
complete cleaning that gives a moisturized, healthy feel to your hair with a lustrous shine from
top to bottom. Keep the moisture in and damage out”.
Figure 4: hair
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13. Lastly for those who are bearing dullness in their hairs can go for Pantene Pro-V Deep
BlackShampoo. The product claims that “Bad hair days will soon become a distant
memory.Pantene Deep Black with Pro-V formula contains Amino-S which nourishes dry and dull
hair, darkening each strand through intense moisturization from root to tip. Pantene Pro-
Vshampoo formula when used Pantene Pro-V withconditioner leaves hair naturally black, shiny
and healthy looking in 10 days or less giving it a glow and shine you have always wished for”.
Themarketing is further supporting its brand with “10-Day Challenge” in which a famous
celebrity stylist “ShahzadRaza” provides support to thechallenger and help him/her in gaining
the healthy and fit hair what a brand claims in all marketing campaigns.
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14. B.POSITIONING.
Differential between Pantene and Sunsilk
Pantene Pro-V Sunsilk Co-creations
Trademark Hair so healthy it shines S Sunsilk
Made in Switzerland United Kingdom
Design of bottle shinier, more colorful, and
differently shaped than their
predecessors.
elegance and femininity,
youthful cool and somewhat
sexy,and beautiful, sensual
and proud.
Brand logo
Positioning that company used for the particular product brand
Hair so healthy it shines
Repositioning exist for product
Change in packaging
Become the first hair care company to produce its new shampoo and conditioner
bottle primarily from plant-based plastic.
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17. A.TYPE OF CONSUMER PRODUCT
10
Marketing
considerations convenience shopping specialty Unsought
Customer
buying
behavior
Flirequent
purchase, little
planning, little
comparison or
shopping effort
low customer
involvement.
Less frequent
purchase much
planning and
shopping effort,
comparison of
brands on
price.quality,
style.
Strong brand
preference and
loyalty, special
purchase effort,
little comparison
on brands, low
price sensitivity.
Little product
awareness,
knowledge
price low Higher High Varies
distribution Widespread
distribution,
convenient
location.
Selective
distribution in
fewer outlets.
Exclusive
distribution in
only one or few
outlets per
market area.
Varies
promotion Mass promotion
by the producer
Advertising and
personal selling
by both producer
and reseller
More carefully
targeted
promotion by
both producer
and resellers
Aggressive
advertising and
personal selling
by producer and
resellers
examples Toothpaste,
magazines,
laundry
detergent.
Major appliances
televisions,
furniture, clothing
Luxury goods,
such as Rolex
watches or fine
crystal
Life insurance,
red cross blood
donations
18. B.BRANDING STRATEGIES
Branding
Brand is shampoo that is not produced by a certified producer. Pantene has made
its branding strategy in the market so it will be easy to get a new market share
with this personalized product. Pantene pro-vbrand gives the sound of
just in time production for only you, so this will attract the consumers also, it is a
branding strategy for us. Our loyal customers will use the new product and also
we will gain new customers from other competitors with this new brand.
very important in this market because it is about human health. Nobody
uses a
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19. PACKAGING AND LABELING
Packaging
Our great feature is packaging. The process goes like this; you go to a shopping
market you come accross with the Pantene pro-v smart device. You can
easily follow the instruction on the lcd panel of the device. It is like an ATM in the
size. You give a sample from your hair, the machine analysis that, searches the
catalogue for the best solution for you. For this purpose machine connects to the
internet and takes information from some web services to find the right solution.
Then it displays the status of your hair visually. It gives you a special designed
shampoo formula, but asks if you want to customize its content. If you press yes,you can select
the features like time, percentage of ingredients in detail. And
packaging occurs at that time, the machine mixes the exact percentages and
produces a pro-v for you. I also puts a label on the box, that has a unique
number, so with that number you can order the same shampoo at any time at
any place. The machine as being a smart device sends all the information to the
central server. So you can also re-produce it any where in the world. You don‟t
have to carry your shampoo any more.
20. 12
Pricing Strategy
As we reconsider our marketing objectives; first of all we have to create a market
share as a leader in that market. We can do this with segmentation but pricing is
very important for us because when we think of the weaknesses of the product
marketing, it may be the first usage hardness. We can promote people to use for
the first time and create their pro-v easily. So we use promotional
pricing at the beginning. It will be %50 of the original price. Customers will
create a prototype of what they need and we will have their data after this time
with this pricing strategy.
As we have been decided to produce worldwide same machines, the product
price must also be international. So we have to use international pricing; due to
the economic conditions, country based competitive situations, laws and
regulations and the development of the retailing and wholesaling system as well
as costs.
But after the first promotional pricing, the product will be charged at its own price.
We will set the price level of this with the same products in the shampoo market
today. Our costs are the same so a good-value strategy is usefull for us.
24. TYPE OF PROMOTION USED FOR PRODUCT
A.ADVERTISING
In modern marketing to make a good product and pricing it is not sufficient, the
main point is to make it available to target customers. After having determined
the target market, companies must also communicate in controlled direction with
their customers. So we have also an advertising strategy for the product.
Advertising Objectives
As this is a new product in the market we decide to use informative advertising
to build primary demand. We have to inform customers about what the Pantene
is, how can they reach the product, what will be the benefits of
using Pantene. So all of these must be in the informative way to take the attraction.
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25. Advertising Strategy
We have a message strategy first of all. This new product must be understand
by the customers easily and the usage must be easy too. So message is very
important here, as we decide “We know what your hair need, do you want to
know too?” Our message is clean, and can attract the customer. And after the
message we will briefly give information about the product differentiation. The 9
message must be believable. The advertisements must be a slice of life, we
have to show what is produced for changing their shampoo behaviors and show how to use.
As we have to reach lot people but right people we have to use different medias.
We have decided to use TV Ads, Advertorials, Radio, Magazine, Outdoor,
Internet Ads also.
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26. B.SALES PROMOTION
As we mention earlier we have a promotion for initial usage. We give 50%
discount when a customer uses it first. We take the demographic information
about our customer in this way. Entice consumers to try a new product. As sales
promotion consist of short and medium term incentives to encourage purchase of
a product or service and sales promotions are designed to attract new triers,
reward brand loyal customers, reduce time between purchases, and even turn
light and medium users into heavy users we have given a 50% of discount at first
buy.
C.PUBLIC RELATION
Public relations is very important for us because the product is very new, and we
have decided to construct a web site for detailed information and feedback.
People visit our web site can send suggestions or problems or themselves. And
there will also be special events to reach public, in that events there will be
speeches about the product and facilities are being told.
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28. The product claims that “Bad hair days will soon become a distant memory.Pantene Deep
Black with Pro-V formula contains Amino-S which nourishes dry and dull hair, darkening each
strand through intense moisturization from root to tip. Pantene Pro-Vshampoo formula when
used Pantene Pro-V withconditioner leaves hair naturally black, shiny and healthy looking in 10
days or less giving it a glow and shine you have always wished for”. Themarketing is further
supporting its brand with “10-Day Challenge” in which a famous celebrity stylist “ShahzadRaza”
provides support to thechallenger and help him/her in gaining the healthy and fit hair what a
brand claims in all marketing campaigns.
From this assignment, we learn about consumer decision making. The factors of influencing
consumer buying dicisions have four factors. It is social, individual, psychological, and also
cultural. We choose the social because that have many relevant to make this assignment.
Social factors have a group, family members, and roles , status. We also learned about type or
buying decision behavior. It‟s refer to final consumer individual and and households who buy
goods and services for personal consumptions. Then, we learned about target market. The
target market is evaluating each market segment‟s attractiveness and selecting one or more of
the market segments to enter. Thus, we learned about positioning. Positioning is the way the
product is defined by consumer on important attributes implanting the brand‟s unique benefits
and differentiation in customer‟s mind. The product is also anything that can be offered to a
market for attention, acquisition, use or consumption and that might satisfy a need or want. We
have learned about place and price. From this topic, we can know where and how the customer
to sell the product. Lastly, we also learned about promotion. Promotion consists of short term
incentive to encourage purchase or sales of a product or service.
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