Principles of Marketing: Head and Shoulders vs Pantene

Principles of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
This report covers the Marketing Principles namely- Product, Price, Place and Promotion
together known as the “4Ps” of marketing. These 4 components should be used in a proper
manner in order for the marketing strategy to be effective.
The brands chosen for this report are Head and Shoulders Shampoo and Pantene Lady's
Shampoo. Being a renowned name in the hair care industry, Procter and Gamble are market
leaders with earning a total of 20% from both Head and Shoulders and Pantene Shampoos.
This report is aimed at carrying out in-depth secondary research about the two chosen
brands and analyse the effectiveness of marketing mix for them. An overview of the brands is
provided with their values and competitive positioning.
FINDINGS
Target Market – Head and Shoulders shampoo targets brand conscious higher middle
class people, people who care about their hair and early adopters. The brand mainly focuses on
men of middle age who have dandruff problems with initial advertising done showing that the
shampoo is almost 100% effective from the first use. Many other features were introduced to the
product in the later years such as volume boost and hair-fall therapy for the younger segment.
Pantene on the other hand has a target audience of women who are in their mid-to-early 40s, who
are more proactive on living a healthy lifestyle and feel more confident when their hair look
good. Since most commercials in the market are targetted towards women, men are never
implied on using these products. Therefore, Head and Shoulders has taken the advantage of
offering products that are targetted more towards men. The brand focussed on the issue of people
having dandruff which in turn reduces their confidence. Pantene targets women who are unhappy
with their hair or have hair problems, are seeking solution to the same and are interested in
beauty.Both the brands have almost same communication tools for promotions like television,
social media, Internet, magazines, billboards, magazines, flash mobs and road shows etc. Pantene
currently has a market share of 14% while Head and Shoulders has a market share of 9%. Head
and Shoulders has a product definition of cleanliness and removing dandruff while Pantene
defines its products as transforming and making the hair stronger and healthier.
Product/ Brand – Head and Shoulders offers products ranging from shampoos to
conditioners targetting various hair concerns like hair fall, itchy scalp, cool menthol, dry-scalp,
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