Comparison of Head and Shoulders Shampoo vs Pantene Lady's Shampoo

This report compares Head and Shoulders Shampoo and Pantene Lady's Shampoo based on their target market, price, product, place, and promotion.

management

EXECUTIVE SUMMERY
This report have been take Head and Shoulders Shampoo vs Pantene Lady’s Shampoo
for the case study. It has been compare both the companies on the basis of their target market,
price, product, place and promotion.

Table of Contents
EXECUTIVE SUMMERY..............................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................4
Comparison between two different organization on the basis of Marketing mix......................4
Recommendation.........................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERANCFESS...........................................................................................................................9

INTRODUCTION
The marketing mix of the company refers to their tactics, actions which a company
uses to promote their product in the market. Marketing mix includes price, product, promotion,
place, etc which shows companies strategy in different categories
This report will use marketing mix tool to compare two companies Head and shoulder
Shampoo vs Pantene Lady's shampoo. It will include Target market , products, place, price and
promotion to compare both the brands with each other and understand what are their strategies
in the market. In the end this report will provide recommendation to improvement for the both
the brands.
TASK
Comparison between two different organization on the basis of Marketing mix
Marketing Mix of Head and shoulder and Pantene
Marketing mix will helps to understand strategies used by the both companies Head and
shoulder and Pantene. What are their target market , products used by the both companies , what
are their prices of the product., place of their distribution and where they are promoting their
products. ]
Target market
The target market is the proper group of the people which companies want to reach with
their appropriate message, so they can buy their product and services (Houghtaling and et.al.,
2019). They decide the age groups of the people and other demographics of the people to
understand how they will reach upon the product and how it can be useful for the particular age
group of people.
Head and shoulder Shampoo is specially made for the dandruff problems and it is for
the man and woman both, so they can overcome from the dandruff problem. Their target market
are people where they can pay more money for the products. They are targeting people who
leave in the developed cities and who can pay money for their products. They also target to the
people who have age between 18 and 30 because dandruff problem mainly problem of this age
group people. Most of the problem in the city areas like to watch move channels, so they give
their advertisement on the move channels, so they can reach to the customers of young age
group.

Pantene Shampoo is mainly for the school girls or the collage girls, so they can go
outside with the freedom and open hairs. Their target age group girls are between 14 and 22 age
group girls. In their TV advertisement they also show that girls should group outside without fear
and with the open hair (Kraus and et.al., 2016). Girls in this age group like to watch drama and
serials so this company advertise their products on the dramatic channels and move channels.
Their target market are the villages and small town girls because most of the problems like
restrictions for the girls occur in the small cities and villages and their products are chip as
compare to the other shampoo companies,
Products
Head and shoulders has varieties products for the people to offer, and people used to
bind their product because of their quantity in the products. People can buy one shampoo, and
they can use it for the almost one moth of period. It is a hair care brand and deals in products
related to anti-dandruff section so that it may result in smooth and beautiful hair for the people
who us their products daily. It offers products for men, women and also products that can be
used by everyone irrespective of gender. This company is selling 6 different type of shampoos .
2 in one rage for the man which include 5 different types of shampoo, and they are also having
conditioners 4 different types and one co wash. For the hair treatment they are having 4
different products which is used together for the hair treatment.
Pantene is operating their business at the global level this multinational brand is dealing
with the hair and care products. This shampoo is made with the natural ingredients with the lots
of varieties. Their products are mainly made for the girls and helps to make their hairs ,
beautiful, lengthy and stronger. Pantene Shampoo brand is aware about their responsibility
toward the customers and provide different sizes of the products such as 180 ML, 80 Ml, 675
Ml and even 5 ML of the shampoo bottles. Shampoo offer by the Pantene Shampoo are –
Moisture Boost, Daily, Moisture, Repair and protect Shampoo and I the 2 in 1 categories 3
different varieties , hair treatment 3, conditioners 3, Styling 3, also include 28 different
products from the Pantene Shampoo.
Price
Head and shoulders is renowned brand, and they are able to spreed their business on the
international marketing. They are growing fast because of their polices (Massingham and
Pomering., 2017). This company is using competitive pricing strategies to be in the competition

with the both brands. Their pricing and quality of the products attract the customers. Head and
shoulders products are available in the different sizes extent from 3 ml sachets available at 3
rupees to 675 ml packs available at 370 rupees. This market them accessible to different kinds
of the users who can buy quantities according to their needs – pricing of the Head and
shoulders-
Product Quantity (ml) Price in RS
Shampoo plus conditioner –
2 In 1
150 ML 185 RS
2 In 1b active protect shampoo 340 ML 297 RS
2 in 1 shampoo plus
conditioner
65 ML 565 RS
Shampoo- cool menthol 1 L 750 RS
Pantene is one of the most popular brand in the world and their target are the
people who are mostly concern about their hairs. This company offers to their customers hair and
care regime at the affordable price range. They are using competitive pricing strategies to
compete with their competitors and achieve their goals and objectives in the market. They offer
value to their customer with the discount offers and gain new customers in the market. For
Example - they offer small sashes with their bottles which attracts new customers to but their
products. pricing of the Pantene shampoo
Products Quantities (ml) Price's (Rs)
Pantene advance Hair fall
solution
180 ml 115 Rs
Pantene advance hair
solution long black Shampoo
650 ml 360 Rs
Pantene advance hair fall
total damage
340 ml 187 Rs
Pantene advance hair fall 1 L 553 RS

solution
Place
Head and Shoulders company was successful in setting up itself as a dependable brand in
the Indian market. Meanwhile, the brand has been gaining control on the markets and spreading
its existence in some of the developing nations across the world. It has important market share in
Pakistan, Canada, and Bangladesh apart from India. Being a subsidiary of P&G, Head and
Shoulders enjoys the advantage of having a strong distribution network. The products travel from
factory to distributor to whole-seller to retailer and finally to the consumer. Almost every
retailers and local shopkeepers borrow their products because their products are used for the
daily purpose and people used to but from the local stores and retailers brands for better offer.
Pantene is the multinational brand, and they have their locations is in more than 50
different countries which includes , China. UK, US , India, France Etc (Sulaiman., 2016).
Pantene has widespread network of their own and also their parents company for their products
distribution activity. Pantene has adopted the old age group channels such as- retailers , whole-
sells, stockists etc.
Promotion
Head and solders have their own expert marketing team which helps to run their
promotional activities in the target market (Wu, and Li., 2018). They used to run numbers of
campaign on the TV advertisement and mostly on the social media platforms to attract people.
Their advertisement is also available on the newspapers.
Pantene is the strong brand with the high brand recall. They are using several
aggressive marketing strategies it is including advertisement on the TV this company is
associated with the beautiful hair's and ha created ad campaign with some Bollywood stars
Katrina, Imran, Priyanka, and Hollywood stars Lily Le Brock . Main target of those campaigns
are girls with the small age groups such as school girls.
Recommendation
As per the above report has been used the Marketing Mix and find that both the brands
Head & Shoulders and Pantene have properly applied 4 Peace of the Marketing mix properly. B
they have applied this to know their competitions and competition in the market and this report
has found that Pantene is the successful who have applied this strongly properly, and they h

are having competitive advantages. Head and Shoulders need improvement in their pricing
strategy, they are using competitive strategies but still their products are costly for the people
and Pantene need to increase their quantity in the products, so they can increase their
profitability by making new customers.
CONCLUSION
As per the report has been use marketing mix tool to compare two companies Head and
shoulder Shampoo vs Pantene Lady's shampoo. It has been included Target market , products,
place, price and promotion to compare both the brands with each other and understand what are
their strategies in the market. In the end this report has provide recommendation to improvement
for the both the brands.

REFERANCFESS
Books and journal
Houghtaling, B. and et.al., 2019. A systematic review of factors that influence food store owner
and manager decision making and ability or willingness to use choice architecture and
marketing mix strategies to encourage healthy consumer purchases in the United States,
2005–2017. International Journal of Behavioral Nutrition and Physical Activity.16(1). p.5.
Kraus, S. and et.al., 2016. Standardisation vs. adaption: a conjoint experiment on the influence of
psychic, cultural and geographical distance on international marketing mix
decisions. European Journal of International Management.10(2). pp.127-156.
Massingham, P. R. and Pomering, A. A., 2017. Introducing Knowledge Management to the
Marketing Mix.
Sulaiman, J. A., 2016. THE INFLUENCE OF MARKETING MIX 4A AND HEALTH
CONCIOUSNESS TOWARDS ETHICAL CONSUMPTION (Doctoral dissertation.
President University).
Wu, Y. L. and Li, E. Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.