5. Situation
Analysis
Company Background:
1940: Developed by Swiss drug company Hoffman-
LaRoche
1947: Debut as a premium hair care line across Europe
1985: Take over by Procter and Gamble (P&G)
1991: Changed name to Pantene Pro-V
1995: Procter & Gamble launches Pantene Pro-V in India.
1997: P&G launched Head & Shoulders in India
2004: P&G launched Rejoice in India
6. Current
market
scenario
Market Share in India:
Sunsilk
Others 19%
34%
Clinic Plus
16%
Dove Head &
8% Pantene
Shoulders 14%
9%
7. Swot
analysis
STRENGTHS
Shampoo market leader in premium
Selling point is the vitamin nourishes hair
Has won the Most Admired Brand award
Focuses on worthiness resulting from the use
of the product rather than price
Focuses on telling about the long straight shiny
hair
Great Anti Dandruff formula
Pantene Total Care
8. Swot
analysis
WEAKNESSES
The most expensive compared to
competitors
9. Swot
analysis
OPPORTUNITIES
Growth in the hair care market by 5-6%
Consumers remember about point of sale of
Pantene Pro-V well
Consumers can memorize the Pantene’s
commercials for the celebrities in them
10. Swot
analysis
THREATS
Very competitive shampoo market
Consumers are not loyal, hence switch brands
easily
Sunsilk has consistently marketed its products
The consumers change their hair color & hair
style all the time
12. the issues
The issues faced by Pantene
Pro-V are:
Stagnant Hair Care Market
No new product development
Fall in Market Share
13. The Business Objective
The Task
The Marketing Objective
The Communication Objective
The Target Audience
WHERE DOES PANTENE WANT TO BE...
14. The Business
Objective
To be deemed as the company with the highest market
share in the Hair Product Industry in India.
15. The Task
Indulge in revolutionary new products with new formulas &
DAZZLING results for better hair care.
16. The
Marketing
Objective
With the intention of
persuading the consumers, the
marketing strategy will touch
on more interactive methods to
involve customers to increase
mass awareness.
17. The
Communication
Objective
Media Usage
MEDIA USAGE NOW PROPOSAL
TV Commercials
Radio
Internet
Magazines
Newspapers
Billboards / Hoardings
P. O. P.
18. The
Communication
Objective
Communication Analysis
YEAR KEY MESSAGE BENEFIT MOOD & TONE
Relieve the 7 reasons of Pro-V Total Care
2008 Ready in every situation
hair breakage & hair fall Formula
Relieve hair loss due Water Activate
2009 Care & devote
to hair breakage Pro-V Formula
Deeply nourishes
Double Pro-V Healthy hair,
2010 damaged
Formula Lively hair
hair & reduces hair fall
Deeply nourishes hair
Pro-V Hair Fall Something worthwhile for
Now from root to tip, relieves
Control Formula your hair
hair fall
Rejuvenates your hair
19. The Target
Audience
PROMOTION PROPOSED TARGET
TARGET GROUP
S GROUP
Female Female / Male
18+ years old 18+ years old
Physical Lives in big cities / towns Lives in big cities / towns
Capacity to purchase Capacity to purchase
expensive products ostentatious products
Seeking to look young
Seeking healthy hair
again
Psychological Interested in beauty &
Interested in beauty &
fashion
fashion
20. The Competitive Messaging
The Competitive Positioning
The Four P’s of Marketing
The Conversation Marketplace
Marketing Communication Tools
HOW DOES PANTENE GET THERE...
21. The
Competitive
Messaging
Live. Recreate.
Relive.
23. The Four P’s
of Marketing
Product
PROPOSE
NUMBER OF
PRODUCTS D
PRODUCTS
PRODUCT
Hair Fall Control
7 Shampoos Total Care
+ Extra Moisturizing Pantene
7 Smooth & Silky
Conditioners Nourished Shine Pro-V
+ Anti-Dandruff RELIVE
1 Hair Potion Lively Clean
Repair & Care
27. The
Conversation
Marketplace
Day in the Media
Life Trends
Buying Cultural
Behavior Trends
28. Marketing
Communication Tools
The Right Marketing Communication Tools for the promotion of
the New Pantene Pro-V Relive Shampoo / Conditioner are:
TV Commercials
Radio
Internet
Magazines
Newspapers
Billboards / Hoardings
P. O. P.
Flash Mobs / Road Shows
