Principles of Marketing: A Comparison of Head & Shoulders Shampoo and Pantene Lady's Shampoo

This article discusses the principles of marketing and compares the application of these principles in the case of Head & Shoulders Shampoo and Pantene Lady's Shampoo. It examines the target market, product/brand, price, place (distribution), and promotion strategies of both companies. The conclusion highlights the success of Head & Shoulders in its application of the 4Ps and provides recommendations for both companies to improve their use of these principles.

Principles of Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
Comparison between the two companies....................................................................................3
CONCLUSION AND RECOMMENDATION...............................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is basically, when any owner or producer of goods and services wants to find
out demands for certain products and services, and then forcefully try to fulfil that demand.
Marketing is directly relate to consumer. This is the perfect way to promote goods and services,
also this is helping in increase business sales. Marketing Principles are some logical and
meaningful aspects of business which mainly focus on consumer. Marketing Principles very
useful for sales operations. These principles providing logical ways to improve our sales chart. It
is influence consumer to buy our product and services. This is all about Principles of Marketing.
In this project we'll compare and contrast how effective the application of the 4Ps is for “Head &
Shoulders Shampoo” and “Pantene Lady's Shampoo”.
FINDINGS
Comparison between the two companies
Basis of comparison Head & Shoulder Pentene Lady's Shampoo
Target Market Head & Shoulder offers
personal care products. It is an
American Company was
introduced in the year 1961.
P&G is the parent company of
Head & Shoulder (Sam and
Chatwin, 2019). The company
has targeted middle class and
upper-middle class income
groups.
Pentene was first introduced in
Europe in 1945. Then it was
purchased by Procter &
Gamble (P&G; an American
Company) in 1985. Pentene
targets middle class and upper-
middle class income groups.
Product/Brand Head & Shoulder is a 50-year-
old brand with more than $1
billion in annual sales, and
recently became the top selling
shampoo brand for the men
and women. It is offers a range
The first value of the pentene
in customers' mind is good and
shiny hair. Pentene brand value
increased after purchased by
its parent company P&G,
which is high goodwill owned

of anti-dandruff hair products.
Company also known for; The
brand created the world's first
recyclable shampoo bottle
made from beach plastic in
year 2017 and having received
the United Nation's
Momentum for Change award
in the Planetary Health
category in the same year
(Choudhury, 2019). Head &
Shoulder offers some
exclusive products to the
customers; 1. Smooth & Silk
Shampoo, 2. Anti-Dandruff
Lemon Fresh Shampoo, 3.
Cool Menthol Shampoo, 4.
Silky Black Anti-Dandruff
Shampoo. Etc...
company in the international
market. Pentene is become
much popular after its
television commercials.
Pantene has some types of
hair products; 1. Shampoo, 2.
Conditioner, 3. 2in1 Shampoo,
4. Hair Treatment and 5.
Styling Products. Etc...
Price Head & Shoulder always try to
sale product on the basis
competition in the same
industry. Firstly, company
analyze the market situation
and then set a customer
friendly price for her products.
Head & Shoulder products are
available in different sizes
ranging, like; 3 ml sachets to
675 ml packs. Many time
company provides some
Pantene basically follow
Competitive Pricing Strategy.
It set her prices as similar to
competitors. The major
objective of Pentene is to
provide the best product at the
best price. Company
understood there are high
competition in the Hair-Care
market, price plays a very
important role, that can effect
brand switching (SAM, 2017).

special discounts on its
product range. It is also used
reasonable pricing strategy to
take customers attention.
Pantene offers the best price
range to attract new customers.
Is offers periodic discounts and
also free offers like a small
sashes with a big bottle.
Place (Distribution) Head & Shoulder has very
strong distribution channel in
the entire world. We know that
the P&G is the parent
company of Head & Shoulder,
P&G has powerful distribution
chain from manufacturing
plant to customer. Head &
Shoulder has able to take
advantage of the P&G's
distribution channel (Wang
and Parkvithee, 2018).
Distribution of products are
working in chain system, for
example; Products start
traveling from Manufacturing
plant to Authorized Regional
Distributor to Whole-seller to
Retailer and then finally
customer takes the products.
Company also sells their
products on the E-Commerce
platforms, like; Amazon,
eBay, Alibaba etc...
Pantene also follows same
distribution strategy like Head
& Shoulder. It has using their
distribution channel to send
products to customer. Pantene
products also travel from
Manufacturing plant to
Regional Distributor to Whole-
seller to Retailer and then
products finally reach the
Customers. Distribution are
totally working in systematic
way. Pantene also sells their
products on E-Commerce
websites, like; Amazon, eBay,
Flipkart etc (SHENGNAN and
Nedelea, 2019). It also
provides their products to
supermarkets, shops, malls to
sell customers.
Promotion Head & Shoulder are Pantene are also depended on

completely depended on its
marketing department for the
promotional purposes.
Company has hired some
highly qualified marketing
officers to promote Head &
Shoulder products worldwide.
Company taking instructions
form the marketing team and
then implement that
instructions to promote
products (Arif and Balo,
2017). For the brand visibility
the company runs many
informational, logical, creative
and attractive ads campaigns
on different platforms, like;
Television, Newspapers,
Posters, Banners, Hoardings
Magazines, YouTube etc... It
also has a very attractive brand
tagline; “You never get a
second chance to Make a first
impression” since 1980s (Arif
and Balo, 2017). This is the
very productive way to
influence people by using
attractive taglines. Now days
many other companies also
using these type of taglines to
get attention from people.
its marketing team for the
promotion of products. It runs
advertisement campaigns
through Television,
Newspapers, Posters, Banners,
Hoardings, Internet etc...
Pantene promote their products
in very smart way, like; hire
local celebrities for brand
promotion, approach local
influencers, bloggers, big
social media pages etc.. This
way impacting brand value
very positively. Company also
promote their social media
pages to gain attraction form
people (SHENGNAN and
Nedelea, 2019). It knows the
power social media marketing
in current time, because now
days the large number or
population comes on social
media platforms, like;
Facebook, Instagram, Twitter,
Snapchat etc... These social
sites offers Pantene to promote
their page. Pantene uploading
cool & fancy pictures and
videos on the daily basis on
their social media pages, that
attracts people too much.

Head & shoulder become a
premium brand after it's
advertisements policy, because
it hired popular actors,
personalities, beautiful models
for the brand's advertisement
(Schlechtriem, 2016). Head &
Shoulder also sponsor many
events in the particular city,
state or country to take
attraction from people. These
are the promotion strategies of
Head & Shoulder.
Pantene also sponsor many
events in the particular city,
state or country to take
attraction of customers. These
are the promotion strategies of
the Pantene.
CONCLUSION AND RECOMMENDATION
It can be concluded that both brands applied 4Ps in systematic manner. Firstly we talk about the
Head & Shoulder, this company applied 4Ps (Product, Price, Place, Promotion) after high
research in their company. Company collect all the data of customer needs and then start
manufacturing the products according to market and it's customer. After manufacturing,
company sell them to customers with reasonable price. The next one is Pantene, This company
also applied 4Ps according to market research. The main objective of the 4Ps in this company is
to gain maximum number of customers. It applied all 4Ps terms in systematic manner and still
gaining benefits from 4Ps strategy.
The Head & Shoulder applied 4Ps in this way because company analyzed the all aspects of the
4Ps and then which way of 4Ps suitable for the company, Head & Shoulder used that way. The
Pantene applied 4Ps in this way because they also understand 4Ps deeply by their highly
qualified business team. They take many benefits from current 4Ps way which they applied
currently.
Both are Head & shoulder and Pantene, subsidiary companies of P&G. But if we talk about the
particular revenue chart, the Head & Shoulder is more successful than Pantne. So, we can say
this easily the Head & Shoulder has been most successful in its application of 4Ps.

Recommendations
The recommendations to Head & Shoulder to improve their use of 4Ps is; company needs to
make their 4Ps strategies more effective because the current reputation of company is very high
but there are competition in the same hair care industry increasing day by day. So the company
needs to think about competition in the market and run their company in productive way. May be
in the future the hair care industry also get some more manufactures, then it is tough to work
with current 4Ps strategy. Company needs to make 4Ps much flexible to in the entire system.
The recommendation to Pantene to improve their use of 4Ps is; company needs to improve their
pricing aspect, because there are different people with different income groups. So, company
needs to fulfill customers demands according to their respective income groups. If company
wants to make only premium products then company needs to analyze buyers prospective in the
market. If company wants to start a business in the poor countries then company needs to
manufacture products as per income level.

REFERENCES
Books and Journals
Arif, M. Z. U. and Balo, B. K., 2017. Application of 4Ps Model of McCarthy in the Marketing
of the Eco-Friendly and Hygienic Brand-Bashundhara Tissue: Empirical Evidence from
Bangladesh. ANVESHAK-International Journal of Management. 6(2). pp.68-91.
Choudhury, R. G., 2019. Influence of Marketing Mix Decisions on Emotional Branding and Its
Effect on Customer Appeal. In Brand Culture and Identity: Concepts, Methodologies,
Tools, and Applications. (pp. 806-823). IGI Global.
SAM, A. F., 2017. The Effects of Marketing Mix (4P) on Companies’ Profitability: A Case
Study of Automotive Industry in France. Journal of Research in Marketing. 8(1).
pp.636-640.
Sam, T. and Chatwin, C., 2019. Understanding Chinese gamblers’ adoption of online casinos
based on e-marketing mix model. The Journal of Gambling Business and Economics.
(2). pp.65-85.
Schlechtriem, M., 2016. The analysis of foreign market entry strategies on the basis of different
cultural backgrounds and environments: a qualitative study characterising the
differences and similarities of Brazilian and European firms(Doctoral dissertation).
SHENGNAN, Y. and Nedelea, A. M., 2019. ANALYSE LONDON TOURISM BY
MARKETING MIX ‘4PS’. Ecoforum Journal. 8(1).
Wang, C. and Parkvithee, N., 2018. The Influence of Marketing Mix on Customers’ Decision-
Making for Small and Medium-Sized Chinese Language Schools (SMEs) in
Thailand. Journal Homepage: http://www. ijmra. us. 8(4).