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.

2. Company Background1940: Developed by Swiss drug company Hoffman-LaRoche1947:Debut as a premium hair care line across Europe1985:Take over byProcter and Gamble (P&G)1991:Changed name toPantene Pro-V1994: Launched Pantene Pro-V onto the Thailand market

3. Market ShareMarket Share 2009 (By Segment)Beauty Shampoo 67%Anti Dandruff Shampoo 31%Kid Shampoo 2%Total market value of 9,200 million BahtReference :Nielson, 2552 and Baan Muang Newspaper (6 October 2009)

4. Market ShareMarket Share 2009 (By Brand)Sunsilk 26%Clear 18.3%Pantene 14%Rejoice 9%Dove 8.6%Head & Shoulder 8%Clairol Herbal Essence 2%Other 14.1%Total market value of 9,200 million BahtReference :Nielson, 2552 and Baan Muang Newspaper (6 October 2009)

5. 4 P’s Analysis

6. Productขวดของ Pantene จะเป็นสีขาวส่วน Sunsilkและ Dove จะแบ่งแยกสีตามแต่ละสูตรชัดเจน

7. Productแพนทีนมีสูตรขจัดรังแค, และ Total Care ที่สามารถแก้ปัญหาผมเสียทั้ง 7 ประการภายในขวดเดียว

8. PricePantene ราคาสูงที่สุด มีหลากหลายขนาดให้เลือกน้อยกว่า SunsilkSunsilkจะมีราคาถูกที่สุด มีหลากหลายขนาดและราคาให้เลือกมากที่สุดDove มีราคาสูงกว่า Sunsilkแต่ถูกกว่า Pantene มีขนาดและราคาให้เลือกน้อยที่สุด

9. PlaceSuperstore และ Supermarket จะมีขายทุกขนาดConvenience Store และ Traditional Trade มีขายเพียงขนาดเล็ก เช่น ขนาด 70 ml.

10. Promotion

11. Target Group

12. Target Group

13. Consumer BehaviorWith their purchase decision

14. Buy shampoo at Superstore andSupermarket

15. Buy a new bottle of shampoo when old out

16. Number of purchase is 1-2 bottle/time

17. 70-80% of Thai’s behavior likes to do hair color and the average value of a hair color is every 2-3 monthsKantayangilluminated.(2006 The exposure of marketing communications and shampoo purchasing behavior of consumer in Bangkok. Graduate School of Srinakharinwirot University

18. Communication Analysis

19. Media Usage

20. Communication Analysis

21. Communication Analysis

22. Communication Analysis

23. Communication Analysis

24. Presenter

25. SWOT Analysis

26. Strength

27. Weakness

28. Opportunity

29. Threat

30. ProblemandNext Step

31. ProblemDo not focus on the hair color groups or the problem of the hair color

32. Always present in the Pro-V has been seems not development of the product

33. Consumers have many choices to purchase and no brand loyalty

34. No access to consumers via online mediaNext StepCommunicate to the hair color groups or the problem of the hair color

35. Using online media to be more one of communication channels to consumers

36. Emphasize communication to the development of products to moreMembersChaiyanunSriracha 50120166WarachayaUrupongsa 50120739NalineePukpoon 50120371AnupongJongsiriratananukul 50421393JadsudaMasuk 50120142KamonnanMungkornkrit 50420013

37. Referencehttp://www.gotomanager.com/news/printnews.aspx?id=40570http://www.bangkaew.com/wai/article.php?story=20080620114633747http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetail.aspx?tabID=7&ArticleID=3399&ModuleID=701&GroupID=1028http://www.ryt9.com/s/bmnd/720230http://women.sanook.com/whatson/whatson_06534.phphttp://www.positioningmag.com/BrandDetails.aspx?id=20131#ixzz0szcEj6jthttp://www.marketeer.co.th/inside_detail.php?inside_id=3029http://www.brandage.com/Modules/DesktopModules/Article/ArticleDetail.aspx?tabID=7&ArticleID=4054&ModuleID=701&GroupID=1126http://www.positioningmag.com/Magazine/Details.aspx?id=84046#ixzz0szgQXKv1http://www.positioningmag.com/Magazine/Details.aspx?id=84046http://www.positioningmag.com/Magazine/Details.aspx?id=46756