Business Management with Marketing | Case Study

Running head: BUSINESS MANAGEMENT WITH MARKETING
Business management with marketing
Name of student
Name of University
Author note

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BUSINESS MANAGEMENT WITH MARKETING
Executive summary
The main purpose of the report had been to compare between the two brands Head
and Shoulders and Pantene’s lady shampoo in terms of the various principles of marketing
including the product, price, place and promotions. The collection of data and information is
based on the secondary sources and all the outcomes of the research tend to be true and
appropriate related to the segmentation, targeting and positioning along with the various Ps.
The H&S fared well above the other brand in terms of comparison and innovation through
research n development would be essential for bringing environment friendly and sustainable
products that could be helpful for creating positive mind sets as well as maintain positive
brand image and equity too.

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BUSINESS MANAGEMENT WITH MARKETING
Table of Contents
Introduction..............................................................................................................................4
Findings.....................................................................................................................................4
Comparison of target markets............................................................................................4
Product..................................................................................................................................5
Price.......................................................................................................................................6
Place.......................................................................................................................................6
Promotion..............................................................................................................................7
Segmentation, targeting and positioning................................................................................7
Conclusion and recommendations..........................................................................................8
Recommendations....................................................................................................................8
Reference list.............................................................................................................................9

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BUSINESS MANAGEMENT WITH MARKETING
Introduction
The report is prepared to present an idea about the various principles of marketing that
are associated with each and every brand for successful marketing activities. The topic will
also consider the Head and Shoulders Shampoo and Pantene Lady’s Shampoo brand sin
United Kingdom and compare these two brands in terms of their marketing based on the
essential components including the product, price, place and promotions done by these two
companies.
Head and Shoulders Shampoo brand is a major American brand that has been
specialised in the production of anti-dandruff shampoos, basically owned by the parent
company named Procter & Gamble or P&G, to be precise. The company has a market share
of 20 percent and the moderate market size has fuelled the growth of the specialty market,
thereby, ensure P&G to become a global market leader in the retail hair care market of UK
(Ozkaya et al. 2013).
Pantene Lady’s Shampoo holds a mere 9 percent of market share in the shampoo sales
managed through supermarkets. The company is a part of the Unilever brand, which has other
shampoo brands that have outweighed the clients, though Pantene remains one of the major
shampoos specially chosen by the female individuals for hair care.
Findings
Comparison of target markets
Procter & Gamble (P&G), being a major American company has emphasized on the
production of Head and Shoulders Shampoo so as to cater the needs of both male as well as
female individuals with hair care needs. Considering the fact that the Head and Shoulders
Shampoo is the world’s number one anti-dandruff shampoo currently available in the market,
targeted audiences are basically from the specialty market (Real et al. 2014). The target