Get lasting vibrant color that is boldly you. Choose from contactless Same Day Delivery, Drive Up and more. Pantene recognizes that the hair shampoo market is crowded so it differentiates by investing in customer satisfaction by providing professional care solutions. The internal analysis includes branding analysis, objectives, target market, company and brand analysis, industry, product, price, consumption value, financial trend and distribution channels. The males will be targeted by offering a best product, convenient, and good service of shampoo. As America’s largest purchase panel, we capture 1 in every 500 shopping trips. One of the largest share of business in industry 4. The name Pantene is based on Panthenol which is a shampoo ingredient. With collaboration with NASA, Pantene uncovered new information about the molecular structure of hair and used these findings to improve the formula and is thus able to provide customized solutions all based on hair structure and quality. Tresemme had an around 9% share in shampoo sales through supermarkets during March 2014-February 2015 period, compared with Pantene’s 8.2%, industry sources said, citing data from market research firm Nielsen. Pantene remains the market leader in the US, and also in the UK, though by a narrower margin. However, shampoo marketing wasn’t always this way. The Business ObjectiveTo be deemed as the company with the highest marketshare in the Hair Product Industry in India. The young females age between 18 and 30. With the discovery of the wonders of Panthenol an exclusive formula was developed and after investing countless hours the first Pantene haircare formula was created. There have a video to support why Tresemme choose young female for target market (Appendix 4). The distribution channel has to be excellent to ensure that there are no stock-outs because the consumers can switch to competitor’s brands easily due to low switching cost. There are several marketing strategies like product/service innovation, marketing investment, … Females are most commonly the primary purchasers of hair care products. To provide the best product at the best price is the main strategy of the brand to retain old customers and also acquire new ones. Pantene has its presence is more than 90 countries and has excellent distribution network across the globe due to its wide range of product portfolio and also its expertise. We had a marketing objective of raising the Pantene Pro- V shampoo market. The fourth category comprises an advertisement of Dove found on London billboard and VO5 shampoo commercial which are aimed at appealing to the feelings of the target … Untapped target markets that have loyalty traits and growing populations, 4. Marketing Mix of Pantene analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Pantene marketing strategy. A program was designed by Pantene called Pro-Voice designed to speak to women of age 18-24 years. Get a full report of their traffic statistics and market share. Executive summary The first part of the essay is mainly talking about the internal and external situation of Pantene. Pantene do a wide range of products that are suitable for all age ranges, both male and female. Pantene has launched 3 min miracle range of hair conditioners with latest conditioning technology that can repair 3 months of damage in 3 minutes. It has been reviewed & published by the MBA Skool Team. It uses psychographic segmentation to target people with a certain lifestyleand aspiration with respect to hair. Pantene Products Overview. Limited brand loyalty due to high brand switching, 2. SWOT analysis of Pantene analyses the brand/company with its strengths, weaknesses, opportunities & threats. The aim of Tresemme makes people get benefit. The content on MBA Skool has been created for educational & academic purpose only. assgnmnt marketing 1. principles of marketing (pmk 1013)group assignmentprepared by:no.idnoor haslinda binti asbullah (ptm120713556)erra azreen binti endri (ptm 120713590)nurul afiqah binti mohd eddy shah (ptm120713541)nurul izzah binti zainudin (ptm120713104)nurul zahira binti ali azhar(ptm120713572)section : 11 (aa101)prepared for :madam siti nur awanis binti ahmad … Below are the Strengths in the SWOT Analysis of Pantene: 1. Pantene shampoo is 20-30% cheaper than its nearest competitor Dove. Shop Target for Pantene. Pantene shampoo will target each of the three groups separately. The brand names and other brand information used in the BrandGuide section are properties of their respective companies. 2011 February 26. by elishamallen. Pantene provides one-stop service offerings for all issues relating to hair. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. The concept of segmentation and targeting is primarily focused on the customer. It uses psychographic segmentation to target people with a certain lifestyle and aspiration with respect to hair. In its “Not Sorry” advertisement, Pantene chose to act beyond its product benefits and tried to communicate that with Pantene women can “shine strong”. It helped form a community for young women creating an image that Pantene understands them and it wasn’t just about getting the product sold. To capture consumers, Pantene has been generous in offering coupons in multiple magazines and also handing out free samples to maximize its trialability and hopefully create a brand loyalty. The shampoo and conditioner market is globally is very competitive with brands like Dove, Tresemme, L’Oreal etc. Browse marketing analysis of more brands and companies similar to Pantene. Recently, Pantene has revitalized their product line by segmenting their shampoos, conditioners and styling products into three categories: Fine, Med-Thick, Curly and Colour. A product that helps bring out a woman’s inner shine, with the help of her outer shine that the shampoo provides. Advertising money allotted by P&G would continue to increase, 5. Shampoo is a Fast Moving Consumer Good (FMCG) that is the cheapest and fastest moving good within the FMCG industry. Consistency in product use for daily cleanliness can boost Pantene's business, 3. Pantene sells its products online as well. The brands also try to increase market share through better branding and advertising strategies. Pantene shampoo will cater to males with costly product because they often used the shampoo. Segmentation, targeting, positioning in the Marketing strategy of Pantene-, Competitive advantage in the Marketing strategy of Pantene –, Distribution strategy in the Marketing strategy of Pantene, Brand equity in the Marketing strategy of Pantene, Competitive analysis in the Marketing strategy of Pantene –, Market analysis in the Marketing strategy of Pantene, Customer analysis in the Marketing strategy of Pantene, Promotional Strategy in the Marketing strategy of Pantene –, Communication Process – Definition, Importance, Components and How to Improve, Social Change – Meaning, Theories, Causes, Examples, Importance, Public-Private Partnerships – Meaning, Advantages and Disadvantages. It was a one hour special on MTV channel where singers and songwriters submit songs and are judged by peers and a celebrity panel. Newcomer salon brands creating products for retail stores, 2. When we adhere to this maximum, everything else will fall into place. 4.1 Tresemme –Market Segment Profile The target market segment of Tresemme is young female. It has adopted a competitive pricing policyand has kept its product prices at par with the product prices of its competitors. The brand is present in more than 90 countries. Pantene also guarantees to refund the money back of those customers who are not satisfied with the producBCG Matrix in the Marketing strategy of Pantene: Pantene continues to feature in star segment for P&G over the years with its Pro-V Hair fall defence being the leader in the segment and thus a cash cow for the brand Pantene. Pantene has also come up like TV and Youtube advertisement by featuring Priyanka Chopra and the famous Youtube star Lilly Singh, to advertise about the Oil Replacement category of Products. The customers today are more concerned about getting quality hair shampoo but are not willing to pay exorbitant charges. 0% Parabens, Dyes, Mineral Oil. The demand for natural shampoos is also increasing so the brand has come up with a new category called Nature Fusion. Also with shampoo ranges like deep cleanser, curl perfection, repair and protect have been created understanding the different buyer types. With over 400,000 users submitting their receipts through our suite of mobile apps, we help you better understand consumer behavior across all channels. Company totally owned, systematic distribution network, transparent communication system. Pantene targets people looking for affordable hair career and has product offerings for the middle and upper-class groups. The shampoo industry is, as previously mentioned, finely segmented and uses multivariable segmentation. Pantene’s core brand identities are quality, shiny, healthy hair. Additionally, in the printed advert of Pantene found in i-D, the brand involves the celebrity Liv Tyler for marketing the beautiful looks of her hair. It also has come up with products using behavioural segmentation with the benefits sought, for instance, they have created a product range known as “oil replacement” for those segment of people who find importance in oiling their hair and it is exclusively targeted towards the Indian market. One of Procter & Gamble's portfolio of billion dollar brands, its worldwide sales were estimated at around $3.8bn for 2013. Four advertising objectives were created with the goals of raising Pantene Pro - V. shampoo brand awareness, maintaining shampoo product awareness, increasing diversity ... indicated that our target group is willing to spend more to get better quality, we aim to. We mainly concern to attract and maintain our customers. In general, the goal is to go after the market that offers the best current or long-term profit potential. The companies are not associated with MBA Skool in any way. In 1986, Pantene launched its controversial advertisement campaign which had beautiful models saying “Don’t hate me because I am beautiful” and it was considered to narcissist by many critics. pantene.com is ranked #2474 for Lifestyle/Beauty and Cosmetics and #305695 Globally. Because men have shorter hair, they tend to require shampoo more often. The New pantene-pro Shampoo is a high quality product in terms of hair protection. However, Pantene was one of the few beauty brands that P&G continues to place faith in, stand by, and expand, now with focused attention. Group 3 Pantene (let your hair fly like you) • Target market: Woman aged 15-35 from Sec A&B embodying strength and confidence • Need: who have long hair and are concerned with hair fall • Brand: Pantene Pro-v anti hair fall • Concept: is shampoo that makes hair healthier and stronger with every wash. • Pod: because it has pro-vitamin formula which reduces hair fall in 14 days. I love writing about the latest in marketing & advertising. Even though consumers are brand loyal they don’t mind shifting to other brands if they get better quality at a better price. Guide: Marketing ShampooStanding out from the sudsHaving a bad hair day?Why is long, thick, shiny hair so important to us, anyway?The psychology of marketingIt’s easy to picture “shampoo commercial hair” – those bouncy, long, and luxurious tresses that catch the sunshine and the attention of every male. The Pro-V claim is critically important to the product, P&G made sure to emphasize it in the logo and label graphics. The brand offers a healthy hair-care regime to its customers at reasonable and affordable rates. The threats in the SWOT Analysis of Pantene are as mentioned: 1. Within this we focused on the three main competitors; Proctor and Gamble with a 44.9% market share, Unilever with 17.7% and L’Oréal with 11.4%.We analysed each competitor’s strengths, weaknesses, methods and processes to target each segment of its market. The shampoo industry uses a high level of segmentation, targeting and positioning in the market to achieve a competitive advantage over the main competitors. The market share of P&G’s in shampoos is estimated to be more than 27%, while HUL has maintained its market share, P&G has been ceding ground in shampoos. The IMC Plan will identify the market segments Pantene aims to target. Pantene’s target audience is women in their mid-to-early 40s and who were invested and proactive in living a healthy lifestyle and also feel confident when their hair looks good. and external situation of Pantene. Executive summary The first part of the essay is mainly talking about the internal and external situation of Pantene. This report was commissioned to analyse the size, structure and segmentation of the UK shampoo market. The report also claimed that price availability and pricing of the product plays an important role in buying of the product by consumers. By using the segmentation technique, Pantene can narrow down the large, diversified target audience into specific and narrowly defined groups. Shop Target for Pantene Shampoo & Conditioner you will love at great low prices. Strongly preferred among the competition, 7. August 23, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. Using social media, Pantene invited users to challenge them with a #HairDare where they could watch celebrities like Yami Gautam, Mahie Gill and Rituparna Sengupta, take the users to dare. To increase impulsive buying high emphasis is given on shelf spaces as well. According to Mintel research for 2010, quoted by Marketing, Pantene had around 13% share of the UK shampoo, conditioner & treatment market, three points clear of L'Oreal's Elvive. Marketing mix – Here is the Marketing mix of Pantene. Let's stay in touch :), Your email address will not be published. The advertisement also plays an important role in the customer buying behaviour and also the switching behaviour. In 2006, it repositioned itself as a brand that helps women ‘shine’. Studies show that women make over 70% of household purchases of consumer goods each year. A recent campaign called #GoGentle featured Priyanka Chopra encouraging women to be strong minded and bold. Pantene Positioning Pantene takes care of different types of hair and is satisfies basic needs of hair care. It positions itself as a product that is the affordable alternative to salon brands. Following are the Opportunities in Pantene SWOT Analysis: 1. Market Segments and Target Markets Market SegmentationMy product is a shampoo but it is a unique product for every person. Brands try to capture the market by lowering the prices as it increases demand. Pantene Targeting Market. Flooding of market with new products and competitor innovation and technology. Pantene has also used its website to answer to different hair related queries. Salon-purchased products take away from minority market share, 4. Product extensions focusing on segmentation of consumer needs, 2. teenagers and preteens 11 and 12 ** Edit** Not necessarily true. For hair so healthy it shines; Let yourself shine, Pantene is one of the best shampoos with many variants, Women who are concerned about the beauty and health of hair and are ready to spend for it, Pantene takes care of different types of hair and is satisfies basic needs of hair care. It is important to understand that a number of factors are considered in selecting the ideal target market for a marketing campaign. Pantene makes everything hair care. A challenge called “10-Day Challenge” was created by Pantene with famous celebrity stylist ‘Shahzad Raza’ who provided support to the challenger and help him/her in gaining the fit and healthy hair as claimed by Pantene in its advertisements. Therefore Pantene know their primary target market. Your email address will not be published. The target market is educated, professionals and belongs to premium and middle class. The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Pantene competitors and includes Pantene target market, segmentation, positioning & Unique Selling Proposition (USP). The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors. Here are the weaknesses in the Pantene SWOT Analysis: 1. Pantene Target Market Women who are concerned about the beauty and health of hair and are ready to spend for it. The Shampoos are available in the maximum number of retail outlets, modern retail and also the supermarket. Immense competition in the segment means limited market share growth for Pantene. Pantene’s target markets are mainly female who are considered to have strong levels of brand loyalty. Strong advertising campaigns & innovative promotion strategies have enabled Pantene to have a strong brand presence 3. Pantene targets people looking for affordable hair career and has product offerings for the middle and upper-class groups. Globally Pantene serves men, women, children identifying each of their needs. Pantene is owned by Procter & Gamble and is an American Brand of hair care products. Excellent distribution channel of Pantene enables it to reach out to millions of customers, 8. Celebrities are often made a victim of trolls and this campaign showed that celebrities can be as vulnerable as other women and they get hurt too and are no different. Mission – “To provide reasonably priced, convenient hair shampoo. Every country where Pantene sales, the brand features a different product depending on the needs of that specific customer base. An article by UKEssays claimed that the young age group respondents of Pantene users were more satisfied with the product than the middle and old age group respondents. Pantene is the world's best-selling haircare brand, encompassing a huge variety of shampoo, conditioner and styling products, sold in around 100 countries. Low switching cost to other brands can affect Pantene's business, 3. Choose from contactless Same Day Delivery, Drive Up and more. Innovative marketing techniques through events and sponsorships can boost the sales of Pantene. Market segmentation surveys are common methods of obtaining the customer-specific information that could be used to create groups sharing common characteristics. Pantene has an extensive product line that meets consumer needs and answers trend, 6. In 2010, Pantene collaborated with NASA, to uncover information about a molecular structure of hair. To compete in the “beauty product” market, Pantene was purchased by P&G in the year 1985. Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, Marketing Strategy of Sunsilk – Sunsilk Marketing Strategy, Marketing Strategy of Zara – Zara Marketing Strategy, Marketing strategy of Apple iPhone – Apple iPhone Marketing strategy, Marketing Strategy of Lenovo – Lenovo Marketing Strategy, Marketing Strategy of Burger King – Burger King Marketing Strategy, Marketing Strategy of ICICI Bank – ICICI Bank Marketing Strategy, Marketing Strategy of McDonald’s – McDonald’s Marketing Strategy, Marketing Strategy of Cafe Coffee Day – Cafe Coffee Day Marketing Strategy, Marketing Strategy of HUL – HUL Marketing Strategy, Marketing Strategy of Volkswagen – Volkswagen Marketing Strategy. Pantene is one of the most recognized brands in the global market and has targeted peoplewho are concerned about their hair. Pantene also collaborated with the weather channel and ran a “Haircast” campaign to consumer’s mobile solution for the weather-based bad hair days. A year ago, Pantene had 9.5% of the modern retail market, and Tresemme 6.9%. Pantene SWOT Analysis Pantene Strengths Below are the Strengths in the SWOT Analysis of Pantene: 1. Our color adapt technology senses the unique needs of multi tonal hair, to let every inch, of every strand, stand out loud. Our services will exceed the expectations of our customers”, Tagline–“For hair so healthy it shines; Let yourself shine”. Pantene also posts posters at supermarkets and retailers to create visibility. You should discuss both the demographics and psychographics of the target consumers and how the target consumers of your product may have changed over time. Pantene is a billion-dollar leading brand for P&G 2. In the 1990’s Pantene started expanding into more countries across the world including Australia, North Africa, Latin America, Korea, Japan etc. Numerator Insights are powered by the InfoScout Omnipanel. The Business Objective The Task The Marketing Objective The Communication Objective The Target AudienceWHERE DOES PANTENE WANT TO BE... 13. Pantene also has a Hair Research Alliance, which researches on developing stronger solutions for effective hair care. This article has been researched & authored by the Content & Research Team. There is a growing demand for professional shampoos in the market, thus Pantene has created the number of product categories addressing various hair related problems. In 2015, P&G sold 43 of its beauty brands to Coty Inc. and many believed that they were completely stepping away from the beauty sector. You can follow me on Facebook. While its hair fall defence segment continues to be a question mark way behind the market leader Head & Shoulders. Market size, growth potential, number of competitors and company strengths are among the key factors. Pantene is a Pro at Market Segmentation. Pantene is a billion-dollar brand but faces stiff competition from several rival brands. SWOT Analysis is a proven management framework which enables a brand like Pantene to benchmark its business & performance as compared to the competitors and industry. MBA Skool is a Knowledge Resource for Management Students & Professionals. Quizzes test your expertise in business and Skill tests evaluate your management traits. The internal analysis includes branding analysis, objectives, target market, company and brand analysis, industry, product, price, consumption value, financial trend and distribution channels. Recognizable brand image and strong brand equity, 5. Pricing plays a very important role and Pantene products are priced similar to its competitors. My product is Pantene Shampoo Consumer Analysis: Use trade journals and marketing research reports to determine the target consumers for your product. As the company offers the best value for the similar price range it has been ab… Gender segment is another important subgroup in Pantene Pro V as their primary target market are women, however their products are still available for men. In India, from manufacturing plants like in Mandideep (Madhya Pradesh) & Baddi (Himachal Pradesh), the products go to the carrying and forwarding agents and then to retailers and finally reaching the end consumers. The internal analysis includes branding analysis, objectives, target market, company and brand analysis, industry, product, price, consumption value, financial trend and … Pantene Marketing Plan 6904 Words | 28 Pages. Market Targeting Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. It will also specify the …show more content… So we have to come up with an exciting and creative marketing campaign for this all new Pantene –S to increase its sales, brand equity while ensuring that it doesn’t cannibalize the market share of Pantene Pro-V. SWOT analysis – Here is the SWOT analysis of Pantene. share. Usage frequency of Pantene Pro-V hair styling creams, gels, lotions in the U.S. 2020 Most used brands of baby / children's shampoo in the U.S. 2020 Brands of … It also has come up with products using behavioural segmentation with the benefits sought, for instance, they have created a product range known as “oil replacement” for those segment of people who fi… Pantene is one of the leading brands in the FMCG sector. We have a smart device that is a machine which analysis the hair and finds out which ingredients to add for your hair improvent and protection and produces a mixture for your hair only. In the Indian market, the customers of Pantene are mostly the women and the brand targets the middle, upper-middle-class people. Introducing Pantene’s Pro V Color Adapt collection. In Pantene SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. It is the biggest brand by sales in P&G's beauty portfolio. For a wide assortment of Pantene visit Target.com today. Crowded so it differentiates by investing in customer satisfaction by providing professional care solutions other brand information used the! Through our suite of mobile apps, we capture 1 in every 500 shopping trips repair 3 months damage... Investment, … Pantene shampoo will target each of their needs immense competition in segment! The sales of Pantene enables it to reach out to millions of customers,.. Product line that meets consumer needs, 2, growth potential, number of outlets. 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