Journal of Product & Brand Management

PRINCIPLE OF MARKETING

1
Executive Summary
This report aims at illustrating the marketing competence between two rival products. This
has been illustrated through the help of marketing mix. The research method that has been
used for it is a secondary research method. This report illustrates about the market that Head
& Shoulders is targeting i.e. both men and women where for Pantene it is the women whom
they target. The products of the Pantene are sophisticated while that of Head & Shoulders is
competent. Both the companies have set the prices that are competitive and differ in terms of
the sizes of the product packaging. The places through which both the products are available
are hypermarkets, corner shops, supermarkets, discount stores and local markets. Both the
companies are also utilising promotional strategy that is aggressive where the uses of
celebrities are done and in order to enhance the brand presence they are using all the types of
traditional and modern day mediums. Pantene has been leader in this.

2
Contents
Introduction............................................................................................................... 2
Target market............................................................................................................. 2
Products................................................................................................................... 3
Price........................................................................................................................ 4
Place....................................................................................................................... 5
Promotions................................................................................................................ 5
Conclusion................................................................................................................ 6
References................................................................................................................ 6