Marketing Mix of Head & Shoulder and Pantene

Running head: Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
MARKETING MIX OF HEAD & SHOULDER AND PANTENE LADY SHAMPOO
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Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
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Executive Summary
Theaim of the paper is to examine the effectiveness of marketing mix, an integral part of the
market. The comparison of two-brand Head & Shoulder and Pantene lady shampoo is done,
which falls under the personal hygiene segment of a parent company P&G. The method of
research is done with thehelp of Secondary Data analysis. The paper focuses on five main
aspects that are: Target Market, Product, Price, place, promotion along with providing future
recommendations, which will be helpful for the company to improve its effectiveness.

Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
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Table of Contents
Introduction......................................................................................................................................3
Findings...........................................................................................................................................3
Comparison and analysis of Target Market.....................................................................................3
Marketing Mix.............................................................................................................................4
Product.........................................................................................................................................4
Price.................................................................................................................................................6
Place.............................................................................................................................................7
Promotion:...................................................................................................................................8
Recommendations............................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Marketing Mix of Head & Shoulder and Pantene Lady Shampoo
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Introduction
Market research is an important concept, which helps in a proper understanding of the
external environment of an organization and its current market scenario in the competitive
market.The marketing mix is known as the corporate foundation model, referring to the
collection of actions or strategies that the company uses to endorse its products and services on
the market.The paper aims to understand the market analysis of one pair of a brand that is Head
& Shoulder and Pantene Lady Shampoo by comparing and contrasting the application of 4P’s of
the marketing mix. The Proctor and Gamble, an American company which deals into the various
segment of product,is the parent company of Pantene Lady Shampoo and Head & Shoulder.
With the help of secondary research, target market analysis is required, which helps understand
the growth prospect of the company as compared to its rival company.The 4Ps of marketing
make up the typical kind of marketing mix, including:the product, price, place and promotion
related activities. In the current scenario, the marketing mix increasingly consists of the other
P’s, which includes process, physical evidence, as well as people, which are considered vital as
well. In the respective scenario, there will be compared and contrast of 4Ps of marketing of two
shampoo brands, which includes Pantene Lady’s Shampoo and Head & Shoulders Shampoo by
analyzing the market situation and its suitable position.