Comparative Analysis of Pantene and Head and Shoulders: A Marketing Mix Perspective
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This report provides a comparative analysis of Pantene and Head and Shoulders based on the four P's of marketing mix. It examines the target market, product, price, place, and promotion strategies of both brands.
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Pantene and Head and Shoulders four P Comparance
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Executive Summary Marketing is a crucial aspect of an organisation that play an important role in determining the activity of an organisation and provide goods and services to gain large customer satisfaction across the globe. Marketing mix help the firm to identify various tactics used to promote the product among the users and to create brand awareness at a global level. It consist of various components such as product, price, place and promotion that is used by marketer to boost the sale and thus enhance the profitability of an organisation. This report provide the comparative analysis of Pantene and Head and Shoulders on the basis of four P's of marketing mix.
Table of Contents INTRODUCTION...........................................................................................................................1 FINDINGS.......................................................................................................................................1 1) Comparison Of Target Market................................................................................................1 2) Product....................................................................................................................................2 3) Price........................................................................................................................................2 4) Place........................................................................................................................................3 5) Promotion................................................................................................................................4 CONCLUSION...............................................................................................................................4 REFERENCES................................................................................................................................5
INTRODUCTION Marketing mix is described as the set of actions or various tactics used to promote the product among the customers and it consist of four elements such as product, price, place and promotion(Aaker,2020). Each P's play a very important role in marketing that make up the proper business plan to ensure success. The marketing mix require a lot of information, market research and proper consultationwith several users that helps marketer in decision making regarding various aspects of a business. The report is based on the comparison of different marketing elements on Pantene and Head and Shoulders. Pantene is American brand of hair produts which is owned by Procter and Gamble. This product is largely available in much of the world to capture large market share and its best known product is Pantene Pro-V, 2 in 1 formulae that has gained immense popularity among the customers. Head and Shoulder is a renowned brand of anti dandruff shampoo produced by Procter and Gambel and it has covered large market segment at a global level. FINDINGS 1) Comparison Of Target Market A target market is a group of customers at which company focuses to sell its products or services through its marketing efforts(DeBruler and et. al., 2019). Consumers who make up target market has similar characteristics such as buying power, income level, geographic location and so on. In other words, it is considered as thecore function of marketing that aids in development of a marketing plan. It also help the firm to monitor their sales and customer preference through evolving revenue opportunities. The target audience of Pantene is woman from youngsters to early 40's so that they feel confident when their hair looks good and also feel proactive in living a better lifestyle. This firm provide the product in a best possible price and also emphasise on providing best quality of products. Head and Shoulders is basically for both men and women that provide the assurance of removing dandruff in just one wash and also this brand is considered as the nationwide distributor across the globe. This shampoo gives an assurance of delivering 100% dandruff free hairs and provide the greatest value to the customers and also the brand has reached the rural market through introduction of sachets in order to gain large access of customers. This product range suits for all type of hair and scalp needs in order to gain right kind of confidence and thus improves overall hair condition. 1
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2) Product An product is the physical article or component offered for sale within the market and price is charge depending upon the quality, market and the segment that is targeted(DeBruler and et. al., 2019). The most important point regarding this is that product needs to be communicated and should have the name so that it the users to identify it easily. Also, the product need to modified in according to dynamic environment so as to fulfil the requirements of customer within the market. Using Levitt's model of brand, the product that is Pantene come in multiple sizes and it also contain the coloured ring that on top of the crown that help in easy identification of brand. In case of Head and Shoulders, it came up with a new technology which is designed in bottle shape that provide an ease of convenience among the customers. According to Aaker's brand framework, Panteneis just considered as a brand for women that fell under the category of excitement brand personality as it shows the daring side of women to be be cheerful, positive and outgoing spokesperson(Thilgavathi,and Indirapriyadharshini,2019). In case of Head and Shoulders, it is associated with various traits such as reputed, trustable, expert and attentive in order to solve the dandruff problems. This brand arouses emotions level by improving self confidence and also tends to remove uncomfortable situation. With reference to Head and Shoulder, the communities involved majority of men as compared to women because they prefer efficient products with best packaging and smell and women prefer premium quality by considering new shampoo on the basis of hair density. 3) Price Price is the amount of money for which something is sold to the customers in return for goods. It is influenced by both production cost and the demand of product and it is expressed as some form of currency(Jain and Sharma, 2018). In other words, it is set by a seller or producer when they have a monopoly power which are considered as price makers within the market. A pricing strategy is a model that help the firm to establish a price which includes price skimming, Pricing strategy Competition basedThis strategy focuses on existing market rate that focuses on using the competitor's price as a benchmark. Skimming PricingThis strategy emphasises on charging the highest possible price 2
for a new product and then lower the price when it become less popular within the market. Penetration PricingThis pricing strategy focuses on providing low priced products in order to gain the attention of large number of customers by increasing the market share. Premium pricingItfocusesonperceivedvalueofaproductratherthan production cost as they are meant for luxurious and rare. Cost- Plus Pricing strategyThis is also referred as markup pricing that uses this strategy as 'markup'theirproductsbyaddingafixedpercentageof production cost. Value based Pricing StrategyIt emphasises the company to charge more for a product in order to boost customer sentiment and loyalty. Pantene follow the competitive pricing strategy as its price are similar with various competitors like Fructics, Dove, Loreal etc.(Kent,and Cedrone,Procter and Gamble2019). The aim is to provide the best product at a best price in order to retain the existing customers and also focus on acquiring new customers. Also, head and Shoulder face stiff competition and keep its price at par by adopting thethe competitive strategy to maintain the loyalty of customers. This firm also uses penetration policy to gain new market by meeting the needs of purchasers as it is available in different sizes. 4) Place This is also the most essential component of market mix that emphasises on distributing the products from producers to intended user. This is also known as distribution strategy that includes various intermediaries such as wholesaler, distributors, retailers and so on and is included in the channel that are involved in this movement in any capacity(Magnusson,and Westjohn, 2019). Pantene is a product of P&G that provide the excellent distribution network in different parts of the country and it also provide wide range of products that are available at giant number of retail outlets, supermarkets and modern retail so as to make sure that there is no stock outs. From the manufacturing plant, its product goes to various agents and then is is forwarded to the regional stockist and then its is transferred to the wholesalers. From the wholesalers, the 3
product goes to retailers and then it finally reach to the end customers. This distribution strategy has to be excellent otherwise it results in change in preference of customers towards the competitive brandsin case of stock outs. Head and Shoulder is a renowned brand that has capture several international market such as Pakistan, Bangladesh, Canada, United Kingdom and so on to reach large number of customers(Schaffmeister,and Haller, 2018). Its distribution channel includes services of distributors and retailersBM561 Business Consultingto reach customers through various modes like supermarket, hypermarket, local market and corner shops. This product is also available in online shopping platforms to gain wide popularity. 5) Promotion Promotion refers to any type of marketing communication used to inform or persuade the audience with an aim to create awareness and create interest and also help to boost the sale or createbrandloyaltywithinthemarket(Mao,2018).Promotioncoverthemethodof communication uses to provide whole information about the product which can be done by both ways either verbal or visual. The promotion strategy in case of Pantene is covers all aspects of marketing such as Television, social media, billboards etc. and also the ads are telecasted mostly on entertainment and movie channels. This company uses the strategy of celebrity ambassador to promote the product among the users and ads are also provided on the you tube channels. Pantene also posts posters at the retailers and supermarket to create visibility and thus increase impulsive buying. Head and Shoulders is highly rely on its marketing team for promotional activities as it has launched several marketing campaigns to maintain brand visibility within the market(Ustinova, 2019). Its advertisements are aired on television, newspaper, radio, magazines andhoardingsatstrategicplacestogainlargeaccessofcustomers.Variouscelebrity ambassadors such as Kareena Kapoor, Saif Ali Khan, and so on that help to boost the sale of products and stick the image of product in consumer's mind. Market share The biggest competitors of Pantene are Tresemme as it provides 9.5% of total retail market while the Tresemme has 6.9% in retail market. The total market share of Pantene is 8.2% which as very big as compared to its competitors within the retailing industry. But head and Shoulders is most recognizable brand in the hair care industry as it captures 20% of global market share. Hair and Shoulder has 24% of net sales in the last year and also this brand come with excellent market strategy that provide growth opportunities to a concerned firm. 4
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CONCLUSION From the above information, it can be summarised that marketing mix play a very important role and aids in decision making of company and the product is modified in according to dynamic environment in order to fulfil the requirement of customers. The four P's, namely. Product, price, place and promotion are the factors that is taken into consideration while marketing the goods or service among the public. Pantene uses the concept of these marketing elements to expand their business operation while Head and Shoulders use this concept to create more an more brand awareness among the customers. By comparing both, Head and shoulder has gain immense popularity across the globe. REFERENCES Books and Journals Aaker,D.A.,2020.Brandportfoliostrategy:creatingrelevance,differentiation,energy, leverage, and clarity. Free Press. DeBruler and et. al., 2019.Systems and methods for controlling phasing of advancing substrates in absorbent article converting lines. U.S. Patent 10,327,959. DeBruler andet. al.,2019.Systemsand MethodsforControllingPhasing ofAdvancing Substrates in Absorbent Article Converting Lines. U.S. Patent Application 16/417,761. Jain, A. and Sharma, R., 2018. Flagship and Flanker Brands: Consumer Preference Study of HindustanUnileverLimitedandProcter&Gamble.IUPJournalofBrand Management. 15(3). pp.7-22. Kent, J.M. and Cedrone, L.J., Procter and Gamble Co, 2019.Systems and Methods for Detecting and Rejecting Defective Absorbent Articles From a Converting Line. U.S. Patent Application 16/417,717. Magnusson,P.andWestjohn,S.A.,2019.Advancingglobalconsumercultureresearch. International Marketing Review. Mao, Q., 2018.Essays on Competition and Product Variety. The University of Wisconsin- Madison. Schaffmeister, N. and Haller, F., 2018.Brand building and marketing in key emerging markets. Gabler. Thilgavathi, M. and Indirapriyadharshini, B., 2019. Consumer Buying Behaviour of Shampoo: With Reference to Women of Pollachi Taluk, Tamilnadu.Journal of Commerce and Management Thought. 10(1). pp.11-28. Ustinova, I., 2019. The local and global imagery of women in Russian advertising.World Englishes. 38(3). pp.404-416. 5