IntroductionNowadays, the competition in hair care industry is fierce. Pantene need to maintain its leader position in the industry, so this market plan is aim for Pantene to maximum its market share in financial year 2017. Pantene has been analyzed from multi-directions in this proposal, including internal and external analysis, competitors and customers' analysis, SWOT and brand position analysis. Based on those analyses, strategies are recommended on product, price, place and promotion. BackgroundPantene is a brand of hair care products owned by Procter & Gamble (P&G). The product line was introduced in Europe in 1947 by Swiss drug company Hoffman-LaRoche. It was purchased by P&G in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products. Inspired by the ingredient panthenol, Pantene makes its debut as a premium hair care line across Europe, replete with glass bottles and prestige. The brand's best-known product is the conditioning shampoo with Pantene Pro-Vitamin. Pantene products became well-known due to an advertising campaign in the late 1980s, in which fashion models said, “Don't hate me because I'm beautiful”. Pantene has successfully managed to develop itself as a brand bypositioning itself not only on the shampoo market, but also as a leader of hair science and hair care. To this, Pantene has developed a diversified portfolio of products, each applying to distinctive categories of consumers, depending on their demands and on specific socio-economical and psychological variables. The Pantene portfolio is now extended to include hair brushes, specific hair treatments or hair accessories. Goals and objectivesThe objective of Pantene is to increase sales at about 2 % and steadily improve market shares to approximately 15% by the end of 2017. The following trend and strategies are in an attempt to empower Pantene to maintain its leading position in hair care market, drive awareness of Pantenebrand attributes and increase consumers’ purchase intent among its target audience of females aged 18 to 45. Product:Pantene offers following product types globally: Shampoo, Conditioner, 2-in-1, Styling Products,Hair TreatmentThe products in the marketing mix of Pantene are based on the offerings it gives in the following Shampoos and Conditioners:• Shampoos: Hair Fall Control Shampoo, Total Damage Care Shampoo, Anti-Dandruff Shampoo,Lively Clean Shampoo, Silky Smooth Care Shampoo, Nature Fusion Fullness and Life Shampoo, Long Black Shampoo, Daily Moisture Repair Shampoo• Conditioners:Hair fall Control Conditioner, Daily Moisture Repair Conditioner, Silky Smooth Care Conditioner, Total Damage Care ConditionerPantene Shampoos and Conditioners come in different packet sizes such as 80ml,180ml, 675ml etc. globally. The Pantene Shampoo and Conditioner bottles are given attractive packaging in order to attract the target customers.
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- Spring '14
- Marketing, Pantene