Pantene, introduced in Europe in 1947 and acquired by Procter & Gamble in 1985, seeks to improve its market share in Asia, particularly focusing on the hair care needs of men and women. The document emphasizes the importance of increasing wash frequency among consumers to boost sales and proposes launching a new men's product line to address specific male hair issues. Additionally, it highlights marketing strategies such as targeted advertising and the promotion of complementary products to enhance brand loyalty.

1. RAVINDER DOSANGH LLEWELLYN D’SOUZA GABRIEL LAM KEITH LOO SEN QUACH

2. First introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, purchased in 1985 by Procter & Gamble Pantene focus – “ Shine Through Health ” Asian haircare market: Japan: 36.7%, China: 20.1% India: 16.1% South Korea: 16.1% Rest of Asia-Pacific: 10.9% Japanese haircare market: Hair colorants: 31.8% Shampoo: 26.2% Conditioner 22.1% Styling agents: 18.9% Perms & relaxers: 1.0% Chinese haircare market: Shampoo: 78.9% Conditioner: 11.6% Styling agents: 4.3% Perms & relaxers: 3.3% Hair colorants: 1.9% Indian haircare market: Conditioner: 48.6% Shampoo: 38.0% Hair colorants: 11.5% Styling agents: 1.4% Perms & relaxers: 0.5% Market share: Kao Corporation: 27.8% Shisheido Company, Limited: 12.3% Hoy Co., Ltd.: 12.0% Others: 47.9% Market share: Procter & Gamble Company, The: 43.7% Unilever: 12.4% Beirsdorf AG: 8.3% Others: 35.6% Market share: Marico Limited: 18.4% Unilever: 16.7% Dabur India Limited: 10.5% Others: 54.5%

3. Product development “ Travel well” to other countries Avoid the “not invented here syndrome” Time to market Development of a communication network

4. Low wash frequency in Asia Female-centric targeting Pantene has low market share in Asia

5. Question: How many times a week do you wash your hair? Average wash frequency is 3.5 times a week This is not a Taiwanese phenomenon; 2-4 washes a week is common around the world To prevent drying/damaging your hair; belief is to retain the natural oils in the hair

6. Promote the necessity to increase wash frequency due to the climate and poor air quality (pollution) in this region An increase from 3.5 to 4 washes a year will translate to a 14% increase in sales Easier to increase churn by 14% than to convert 14% of a competitor’s customer base to the Pantene line of products

7. Introduce the treatment line of products -- lead with the conditioner line Introduce other Pantene hair care line of products Promote the line as complements If 2 or more Pantene products are being used, higher chance of brand loyalty Promotional activity via door-to-door sampling: sachets Continue to advocate the “ Shine through Health ” positioning

8. Currently target female buyers Most advertisements use female models Male focus hygiene products is a growing market In 2008, men's grooming (including hair care products) was worth $26 billion globally, accounting for 8% of the total global cosmetics and toiletries market Men’s hair care was a US $677.7 million market in 2008, it is expected to reach $1.5 billion by 2012 in United States alone.

9. 70% of men say their primary physical preoccupation is their hair 62% want hair care specifically designed for them 41% buy their shampoo themselves 67.5% go to hair salons On average, men frequent hair salons 6.5 times per year A P&G survey of men found that 59% were experiencing thinning hair or were concerned about it Men's hair is different from women's, and requires its own products. "Men's hair is shorter, so oil covers it more quickly, making it more prone to look dirty" says Mike Jutt, P&G's associate director of hair-care research and development. "And men don't typically color their hair or use heated styling products," as women do.

11. Introduce new product line – Pantene for Men, to focus on male market Use similar positioning – “ Shine through Strength ” to promote the new products – targeting hair loss and thinning of hair issues faced by most males Can utilize Government PX channels in Taiwan (12 months military requirement for males)

12. P&G has a large presence in China – 43.7% share Accounts for 20.1% of Asia-Pacific market Japan accounts for 36.7% of Asia-Pacific haircare market – P&G not a major player

13. Top 3 players enjoy over 50% of market share – all Japanese Largest segment is hair colorants (31.8%) followed by shampoo (26.2%) High usage of dye and styling products may leave hair damaged and brittle

14. Pantene has several lines that can sell well in Japan – hair gels, mousse, spray High usage of dye and styling products may leave hair damaged and brittle Potential to capture some market share by emphasizing health and shine aspects of Pantene to repair damaged hair Emulate the idea of Shiseido’s ads “Japanese women are beautiful” - Use Japanese models

15. 16.1% of the Asia-Pacific haircare market Revenues of $1.4 billion in 2009 Growth rate of 15.4% Only 40% of urban homes and 16% of rural homes use shampoos

16. Top 3 players enjoy over 45% of market share - All localized. P&G not in top 3 Largest segment is hair oil (72%), shampoo still in infancy Many competing natural hair care products & hair oil Perception of nutrient loss through shampoo usage

17. Leverage 2 in 1 philosophy to include hair oil Emphasize shine through health philosophy to dispel misconceptions Target conditioner market (Largest market after hair oil) Use celebrities to promote brand and usage

18. INCREASE WASH FREQUENCY ● TARGET MEN ● CONQUER ASIA THROUGH INDIA AND JAPAN SHINE THROUGH STRENGTH FOR MEN