Marketing Mix Comparison: Head and Shoulders Shampoo vs Pantene Lad's Shampoo

This report compares the marketing mix of Head and Shoulders Shampoo and Pantene Lad's Shampoo. It analyzes the target market, product offerings, distribution channels, pricing strategies, and promotional activities of both brands.

Principle of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing mix comparison between Head and shoulders Shampoo and Pantene Lad’s
Shampoo.................................................................................................................................3
CONCLSUION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to the activities of any organization to run their promotional activities.
This helps to promote product of the forms in the market and create awareness among the people
about their products. Companies use different different tool to promote their products such as
digital and traditional marketing.
These reports will take two firms Head and shoulders Shampoo and Pantene Lad’s
Shampoo and camper both the firms on the basis of marketing mix. It will briefly explain the
target market, place, product, promotion and their prices of the product and conclude the
strategies used by the both firms.
MAIN BODY
Marketing mix comparison between Head and shoulders Shampoo and Pantene Lad’s Shampoo
Marketing Mix
Target market
Head and shoulders Shampoo is one of the top shampoo brand their products are unique
and different from the brands products. They are selling their products in low prices with the
higher quantity. They are targeting both male and female by advertising their products on the
TV channels. Most of the people like to watch Move channels on the TV so they are advertising
their products on those channels (Sulehri and Ahmad., 2019). Their main focus is to provide
more quantity in the shampoo so people can be attracted. This shampoo is specially designed for
the people who are facing dandruff problem so they are targeting people who are facing
problems related to the dandruff. Their products give ability to their users hairs so they can
fight with the dandruff problems and overcome with this problem.
Pantene Lad’s Shampoo is one of the top international brad who are having verities of the
products in their collection their main target are the younger girls this company clam to provide
healthy hairs to their users and their main targets are the girls who want their hairs should be
strong healthy and long. They are showing their advertisement on the TV channels their
promotion activities are run by the many woman celebrities which used to advertisement their
pro0ducts and get paid for it. They also rise the social issues by their advisement about the
woman freedom and their message was that the goals can go outside with the open hairs
(Othman and et.al., 2019). This campaign they run in India and get huge success in this market
which makes them one of the top Shampoo company in this nation.

Product
Head and shoulders Shampoo is the top leading hair care brand who are making
shampoo products and conditioners. This company is able to gain their customers trust because
of their quality in the products in lower prices. This company deal with the products which are
related to the anti Dandruff segment so which result in the beautify and smooth hairs . Head
and shoulders company offer their products to the man and woman and they are having verities
so the products in their list. This company is having ^ different verities of Shampoo, 5 2 in 1
range, 4 type of conditioners, 1 co wash and 5 type of hair treatment. The design of the products
are looks simmer to each other. This company always tries to increase their product quantity and
decrease their prices to satisfy their customers.
Pantene is an international brand who are dealing with the hair care products. This
company has make their name itself and is knowledgably as one of the best brand in shampoo
with the lot’s of verities Ingredients used are researched and then selected via a lengthy and
innovative process to make hair beautiful, stronger and healthier (Shukla., 2017). The company
is aware of its responsibility towards its customers and has taken steps to ensure qualitative
products at reasonable rates. Products come in various sizes like 675 ml, 180 ml, 80 ml and even
5 ml for its price-sensitive customers. In global market its product kitty includes three different
type of shampoo, 3 two in 1, three hair treatment, and three styling products. Pantene has a wide
range of the collection which in concludes nineteen different variants. Packing of the products
are different and unique which attracts customers to buy their products.
Place
Head and shoulders is the renowned brand and they are able to show their presence in
some of the counties. This brand has grown from the strength to strength because of their
present6aion of the polices and this company was able to capture the markets such as Canada,
Pakistan, Uk, US etc strongly (Ondang, and Syah., 2018). This company take entry in the
Indian market in 1997 and they were able to create distinctive market in their own Head &
Shoulders has a wide distribution network as it has the backing of its parent company Procter and
Gamble. Its distribution channel includes services of distributors and retailers to reach consumers

via supermarkets, discount stores, hypermarkets, local markets and corner shops. Its products are
also available via online shopping platforms.
Pantene has international presence and they has spread their location in all over the
workplace. They are operating their company in more than 45 countries which includes, UK, US,
Indian, China etc. This company has a huge network of their own and also their parent company
for the purpose of the distribution. This firm has implemented the old age channel f the retailers
and wholesalers. Products of the Pantene company made at their production place and after
making the product they directly send to the retailers and wholesalers for their product selling.
This is important for this comoany to have strong and fast distribution chennels otherwise they
can fail to reach to the retail market which can impact on their customers because customers
have more option to choose other brands
Price
Head & shoulder has always been on the brink of the prices war with their competitors.
This company is facing competition with the some of the competitors. To stay in the competition
they are using competitive pricing strategy (Taherdangkoo, Mona and Ghasemi., 2019). This
company has also keep a penetration polices so that it can reach t5owed the new emerging
markets and gain new customers. The company is providing their product in the affordable
prices but main attraction is their quality in less price which is attracting customers to buy their
products. Here is their product and their prices according to their quality.
Products Quantity Price (rs)
Head & shoulder Smooth &
silky
180 ml 130
Head & shoulder Smooth and
silky
650 ml 370
Head & shoulder classic lean
Anti Dandruff 2 in 1
945 2500
Pantene is a billion-dollar brand but faces stiff competition from several rival brands
(Sulehri and Ahmad., 2019). It has adopted a competitive pricing policy and has kept its product
prices at par with the product prices of its competitors. As the company offers the best value for

the similar price range it has been able to lure in new customers. For existing customers, the
brand offers periodic discounts and free offers like small sashes with a big bottle.
Product Quantity Price (Rs)
Pantene Pro- V Smooth &
silky
1 L 800
Pantene lively Clean Shampoo 675 ml 100
Pantene Silky Smooth care
Shampoo
340 ml 229
Promotion
Head & shoulder Smooth is promoting their hair care product t6hrough the social media market.
It is because this is one of the best ways to promote products and company can target the people
according to their product quality. They are also used run their marketing campaign on the TV
where they promote their products and there are many celebrities who work in this companies
advertisement and for their advertisement they pay them money for working in the campaign. It
has adopted an aggressive policy that is creative and informative (Shukla., 2017). Head &
Shoulders is one of the most recognized brands and has launched several ad campaigns to create
and maintain brand visibility in the market.
Pantene is one of the strong brand with the High brand recall. This company has adopted
an aggressive marketing strategy which includes taking ba advantages if the most adverting
tools at their disposal. Pantene company is associated with the beautiful hairs and has created
their own campaign with some of the global starts such as Priyaka Chopra, Katrina Kaif etc. the
min target of the campaign where woman with the commercial emphasizing the advantages of
using this hair care brand. This helps to attract customers for the company and they are taking
advantages from their promotional activities. They are also promoting their product in the social
media platforms.
CONCLSUION
As per the reports has been taken two firms Head and shoulders Shampoo and Pantene Lad’s
Shampoo which are top sellers of the hair care products. This report has been compared both the

firms on the basis of marketing mix. It will briefly explain the target market, place, product,
promotion and their prices of the product and conclude the strategies used by the both firms.

REFERENCES
Books and journal
Chairunnisa, S. S., Fahmi, I. and Jahroh, S., 2019. How Important Is Green Marketing Mix For
Consumer? Lesson From The Body Shop. Jurnal Manajemen. 23(2). pp.321-337.
Sulehri, N. A. and Ahmad, M., 2019. Retail Marketing Mix and Trust in Store to Purchase
Behavior with the Mediation of Purchase Intention: A Study of Retail Industry in
Pakistan. Journal of Managerial Sciences. 13(2).
Othman, B. and et.al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science Letters. 9(6).
pp.865-876.
Shukla, S., 2017. The Marketing Mix Strategies of Patanjali Ayurveda. Journal of Retail
Marketing & Distribution Management. 1(2).
Ondang, M. M. and Syah, T. Y. R., 2018. HOW HOSPITAL BRAND IMAGE INTERVENE
THE IMPACT OF MARKETING MIX ON PATIENT LOYALTY.
Taherdangkoo, M., Mona, B. and Ghasemi, K., 2019. The role of industries’ environmental
reputation and competitive intensity on sustainability marketing strategy. Spanish Journal of
Marketing-ESIC.