Principles of Marketing

This document provides an overview of the principles of marketing and how they are applied in the real world. It explores the marketing mix and compares the strategies of Pantene and Head & Shoulders. The document discusses target market selection, product development, pricing strategies, and promotional activities. It also includes a comparison of the two brands and their marketing approaches.

Principles of Marketing
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Executive summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Target Market..............................................................................................................................4
Product.........................................................................................................................................5
Price.............................................................................................................................................6
Place.............................................................................................................................................6
Promotion....................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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Executive summary
Marketing principles at a fine as in idea that are being used by organisation for effective
marketing strategies with the help of these principles and build their promotion strategies in
order to promote their goods and services effectively in Marketplace while assuring profitable
advantages present report include marketing factors like price place product and promotion along
with this comparison of Pantene lady shampoo and Head and Shoulder is being done in this
report for this managers undertake marketing mix as to define strategies policy and plan in order
to attract large base of customers
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INTRODUCTION
Marketing mix is termed as a procedure in which different types of plans, strategies and
actions are included in order to promote products and services in marketplace. In this 4’s price,
place, product and promotion are included with the help of which organisation can accomplish
their goals and objectives in a well defined manner (Bernstein, 2017). Present report has been
conducted on Pantene and Head & shoulders. Both the company conduct their services as an
American brand dealing in hair care product. Present report include marketing plan of both the
companies. In addition to this report include marketing mix and comparison between respective
organisations.
Target Market
Target market is defined as an area which has been selected by an organisation in order to
promote their products and services among certain group of customers. In this organisation select
certain group of customers as to offer services and products with the help of attractive
advertisements in order to satisfy their needs and demands. In order to target group of customers
segmentation, targeting and positioning is done by an entity. This is most important process that
is required to be undertaken by an organisation in order to launch and offer their product in a
marketplace. In this STP model will benefit entity to ensure high revenue and profitability in
determine time period.
Pantene is as an American brand offer hair care products worldwide. Entity was founded in
the year 1974 and offer high quality products to their customers. Along with these attractive
promotional techniques has been undertaken by company. In addition to this company attract
customers with effective sales promotion activities in order to attract large base of customers.
With the high quality products company satisfy need of customers that further help them to
establish their good brand image in marketplace. Along with this, it has been identified that
organisation merely undertake use of online advertisement platform which is the method of non
personal presentation through this company boost their profitability level and accomplish the
target in a determined period of time.
Head & Shoulder is an American brand of anti dandruff and non dandruff shampoo.
Company was established in the year 1961 and offer their products worldwide. Entity is a world
number one shampoo and is a most recognisable name in respective industrial sector. Company
take advantage of plenty of advertisement campaigns in order to attract attention of customers
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towards entity. In addition to this different types of range of anti dandruff hair care products that
have been offered by company as to provide wide range of choices to customers (Sahaf, 2019).
Attractive promotional tools is being undertaken by entity as to make significant boost in their
profitability in worldwide market as to accomplish organisational goals in a well-defined
manner.
According to the above mentioned discussion this has been evaluated that, both of the
organisation take advantage of different type of methods in order to ensure the long-term
sustainability in marketplace. In addition to these different types of tools and technologies has
been undertaken by entities with an aim to increase their future sales as well as profitable
advantage in marketplace.
Product
Levitt's Model is defined as a best effective model in order to evaluate overall products and
services in a well defined manner. With the help of this different aspect such as colour, packing,
shape and size can be determined
Levitt's Model involves different level in respect of products which is given below:
Core need:
According to the Pantene Hair Care brand organisation provide wide range of shampoo
and services to their customers (T H E N E W P A N T E N E R A N G E ). This is a basic stage
in this company offer different types of benefits as to satisfy need of customers as per according
to their need on the basis of this entity offer entity offer innovative offerings.
In relation with Head & Shoulder company provide different types of product range like
Head and Shoulder shampoo conditioner, anti- dandruff shampoo in order to satisfy need of
customers.
Actual Product:
At this stage actual brand of entity shown in accordance with this Pantene provide wide
range of shampoos to their customers while on the other hand Head& Shoulder satisfy their
customers with anti dandruff and non anti dandruff shampoo.
Expected Product:
In this both the organisation emphasize on providing satisfaction to the expectation and
requirement of customers in a well defined manner. In this they provide different shape, colour,
and size of products.
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Augmented Product:
In this both of the entities providing discount, voucher, samples to customers in order to
attract the attention with an aim to effectively accomplish goals and objectives in a well defined
manner.
Potential Product:
In this both companies offer high quality shampoo to their customers in order to boost
overall sales and profitability of organisation.
According to the discussion it has been identified that both the entities undertake this
models in order to ensure long-term sustainability in marketplace while satisfying needs of
customers in best effective manner. Along with this company undertake use of different
innovative and new ideas to fulfil organisational goals.
Price
Pantene Head & Shoulders
£0.78~1.30 £1.35~2.02
10.0p~20.5p 38.9p~54.0p
According the table this has been evaluated that Head & Shoulder provide more costly
product and services to customers in marketplace.
Place
Pantene: Pantene having different shop in order to provide their products to customers.
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Figure 1PANTENE RANGE
Head & Shoulder’s: Head & Shoulder is world largest shampoo brand and offer their
products in supermarket shops and largest Supermarket stores as to gain feedback from their
buyers (HEAD & SHOULDERS – COMPANY PROFILE). Along this, entity offer anti
dandruff and non anti dandruff shampoo range which benefit organisation to attract customers
towards their product with the help of this entity in towards increasing high profitability.
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Figure 2: A selection of the Head & Shoulders range
Promotion
In-context with Pantene this has been evaluated that company promote their products on
the advertising platform of radio, TV etc. With the help of this they offer high quality products as
well as services to their customers in order to take high competitive edge against competitors
(Pettigrew and Jongenelis, 2016). However entity mainly focused upon promoting the services
and products via publicity sales, promotion, sponsorships, and events through this entity
maintain good and positive relationship with their customers and aim towards boosting
profitability and productivity in a well defined manner. Along with this, different types of
promotional methods has been undertaken by an organisation as to promote a product and
services at large base of market place in order to attract attention of customers.
In elation with HEAD & SHOULDERS, it has been evaluated that entity made high investments
in promotion as to attract large base of customers. In addition to this different type of social
media and online advertisement platform channels has been undertaken by entity in order to
promote their products and services. Further this has been evaluated that company aim towards
significantly improving customer experience level by offering them high quality products and
services.
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CONCLUSION
As per the above mentioned report it has been concluded that, marketing mix is a strategic
tool with the help of which organisation can increase overall sales and profitability of company.
It also aid entity to increase their revenue and benefit them to grab more market share. Present
report includes comparison of two companies dealing in same industrial sector. Both of the
companies offer quite different products but have the same in which is to increase more
profitability by satisfying needs and demands of customers in a best effective manner. For this
company offer qualitative products that further let them towards ensuring high profitable
advancements in marketplace.
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REFERENCES
Books and Journals
Bernstein, J., 2017. Standing room only: Marketing insights for engaging performing arts
audiences. Springer.
Palmatier, R. W. and Crecelius, A. T., 2019. The “first principles” of marketing strategy. AMS
Review, 9(1-2). pp.5-26.
Pettigrew, S. and Jongenelis, M. I., 2016. promoting public health: Understanding the limitations
of marketing principles and the need for alternative approaches. In Making a Difference
Through Marketing (pp. 61-72). Springer, Singapore.
Rowley, J., 2016. Information marketing. Routledge.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
Online
HEAD & SHOULDERS – COMPANY PROFILE.[online].available
through:<https://www.globalcosmeticsnews.com/head-shoulders-company-profile/
T H E N E W P A N T E N E R A N G E .[online].available through:<https://www.pantene.in/en-
in>
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