Principles of Marketing: Head & Shoulders Shampoo and Pantene Lady Shampoo

This report explores the marketing mix and target market for Head & Shoulders Shampoo and Pantene Lady Shampoo. It discusses the principles of marketing and how they can be applied to attract a wide range of consumers and increase sales and profit. The report also provides recommendations for brand promotion.

Principles of Marketing

Executive Summary
The above report includes the marketing mix and target market for the to brand product
that is Head & Shoulder's Shampoo and Pantene Lady Shampoo. With the help of marketing
principles company can easily attract the wide range of consumer to the product. The company
can thus raise their sales and profit by implementing this in their product and marketing strategy.

Table of Contents
INTRODUCTION...........................................................................................................................4
Findings............................................................................................................................................4
Comparison of the target market-................................................................................................4
Product-........................................................................................................................................5
Pricing-.........................................................................................................................................6
Place-............................................................................................................................................6
Promotion-...................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Principles of marketing are heart of the business strategies which is developed by
company. These principles include the four 4Ps of marketing mix that is Product, Price, Place
and Promotions.
Head and Shoulders is the brand which provides the anti-dandruff that is produced by
P&G. It was first introduced in the US Market in November 1961 as blue-green formula for
shampoo. It is the world's number one anti-dandruff shampoo. The company had earned around
Rs. 1800 Crore in the highly competitive shampoo marketplace. Pantene is the international
brand which is dealing with the hair care products. It has created the name and is acknowledged
as the best shampoo with the lot of varieties. Pantene is purchased by the P&G in year 1985. The
above report includes the target market comparison on the Head and shoulders shampoo and the
Pantene Lady's' shampoo. The report further includes 4Ps of marketing mix. The report ends
with the recommendation to the brands.
Findings
Comparison of the target market-
Target Market Head and Shoulders
Shampoo
Pantene Lady's Shampoo
Age The middle aged peoples are
targeted by H&S.
Middle aged individuals are
targeted under this.
Gender Primary target of the company
is male between the age of
(18-44) and secondary targets
are female of age 18-44.
The women of age 40s are
targeted by company(Sharma
and Aggarwal, 2018)
.
Social Class The higher middle class
individuals are targeted under
this brand shampoo.
The upper and middle class
group individuals are targeted
by the Pantene.
Generation The youth generation is
targeted by the company as
they are the major age people
Youth and middle generation
are being aimed by the
company who are more

who suffers from hair fall and
dandruff(Palmatier and
Crecelius, 2019).
conscious about oiling the
hairs.
Personality Head & shoulders introduce
different kind of shampoos
with various fragrance, along
with similar functions.
It helps the women's to bring
out their inner shine and outer
shine as well with their brand.
Product-
Basis Head and Shoulders Shampoo Pantene Lady's Shampoo
Packaging Packaging of the H&S shampoo
contains the tactfully shaped bottles of
white colour with its elements which
is helpful in creating freshness among
the customer.
The attractive packaging of the
shampoo is done in the bottle to
attract the consumer to the product.
It is available in the different size
which can be 80ml, 180ml and
675ml etc.,
Shape The shape of the bottle is tactful. Shape of the shampoo bottle is
cylindrical.
Colour Scheme The colour of bottle is white. Colour of the shampoo bottle is
cream.
Functional level Product promises for removing
dandruff and rendering healthy and
clean hairs to customers(Morden,
2016).
It provides the shampoos of
different range which have various
functions that are hair fall control
shampoo, Total damage care
shampoo, anti-dandruff shampoo
and silky smooth care shampoo etc.,
Emotional Level The company has gain the trust of the
consumer by providing the quality
products to their consumers.
Company is mainly aim at satisfying
their customers and if the consumers
are not satisfied with the product the

company return back the money to
consumer.
Brand Value It is the world's biggest brand which
provides the anti-dandruff shampoo.
It is the popular hair care brand
shampoo which is served across the
world(Lewnes and Keller, 2019)
.
Pricing-
Basis Head and Shoulders
Shampoo
Pantene Lady's Shampoo
Pricing strategy The company uses the
penetrating pricing so that they
can sell high range of products
and reach the consumers in
wide base. The price of the
shampoo is the reasonable so
that it can afford by any group
and large number of consumer
can be attracted towards the
product.
Company follows competitive
pricing strategy. The products
which are offered by the
company are similar to the
pricing of its other competitor
products which are Tresemme
and dove. They main aims at
rendering the best products at
best price so that existing
customers of the shampoo
retain with the company and
new customers are attracted
towards company.
Place-
Head and Shoulders Shampoo Pantene Lady's Shampoo
Head and shoulder shampoo has established
itself in the Indian marketplace. The shampoo is
becoming popular among the several markets
Pantene products are available on the every
retail outlets, modern retail and supermarkets
and make sure that they are available in the

and spreading its presence in many countries
globally.
stock world wide.
The company has significant market share in
the country Canada, Pakistan and Bangladesh
along with India.
It has an excellent distribution channels; so
that its customer do not shift to the other brand
products.
H&S have an strong distribution network and
enjoys being a part of P&G as it is the biggest
distribution channel across the
world(Meynhardt, Chandler and Strathoff,
2016).
The company is also the part of the P&G as
this have excellent distribution network across
world as it has expertise and wide range of
product portfolio.
The shampoo is carried from factory to the
distributor and there it is given to the whole-
sellers to retailers and finally to the customers.
The product is carried forward to the plant to
the other forwarding agents. From this they
are taken to regional stockist to wholesalers
and then to retailers after that at the end to
consumers.
Promotion-
Basis Head and Shoulders
Shampoo
Pantene Lady's Shampoo
Promotional Strategy It use the different promotional
strategies that are newspapers,
television channels, magazines
and posters and social media
etc.,
As it is the strong P&G brand
it includes various
promotional strategy that are
TV, billboard and social
media etc.,
TV advertisements The huge TV advertisement is
concentrated by company as
they endorsements the Kareena
Kapoor as their Brand
In TV advertising company
uses the heavy advertising.
They mainly focuses on the
young women. The ads of the

ambassador so that more and
more consumers are attracted
toward the company's
shampoo.
shampoo are telecast on the
move and entertainment
channels. The company also
has the celebrity ambassador
for promoting their product.
Social Media The company uses the various
social media channels so that
they can reach to the different
consumer easily and access
them to use their products and
entitled them with the benefits
of the different range of
shampoos.
The Facebook page of the
Pantene lady's shampoo has
been cross over million of
people and it is growing
rapidly further. The user of
the shampoo are connected
with the celebrities and hair
experts through Facebook.
You Tube \Campaigns Many creative, aggressive and
informational campaigns are
launched by the company
which is helpful for creating
and maintaing the rand loyalty
among the consumer in the
market(Pererva, Nagy and
Maslak, 2018).
The company uses this
channel for broadcasting
expert tips, interview of
celebrity stylist and behind
the scenes.
Posters and Hoardings They avails their poster and
hoardings on the crowded place
so that the side range
consumers can be attracted to
the company.
The poster and hoardings of
the Pantene shampoo at
supermarkets and retailers.
They also uses the shelf
spaces for creating visibility
to the consumer so that they
can raise their consumers.

Recommendations
It is recommended that Head and Shoulders Shampoo and Pantene Lady Shampoo have
their own brand image in the market. They both have the wide range consumers attraction
towards the company. But the Head & shoulders is working good with its 4Ps strategy as the
company is also conducting the campaigns for their product which is further helpful for company
in gaining the huge customer attraction that's the brand is the world's biggest anti-hairfall
shampoo globally. So the Pantene should also use this strategy in their brand promotions also so
that the consumers can know more about the company's product shampoo and its benefits.
CONCLUSION
From the above study it is concluded that the principles of marketing plays a major role
in the company's growth and developing the marketing strategies. Estimating and deciding the
target market company can easily get with targeted consumer and provides their product to the
effective segmented people. It is helpful for company to create all marketing strategies according
to that so that they can attract wide range of consumer to the product shampoo and they can
customize product according to that which is helpful in satisfying the needs and demands of
consumers. By following this strategy company can raise their sale with the help of effective
promotional activities and strategy they raise their sales of product and increase their profits and
revenues.

REFERENCES
Books and Journals
Lewnes, A. and Keller, K.L., 2019. 10 Principles of Modern Marketing. MIT Sloan Management
Review.60(3). pp.1-10.
Meynhardt, T., Chandler, J.D. and Strathoff, P., 2016. Systemic principles of value co-creation:
Synergetics of value and service ecosystems. Journal of Business Research.69(8).
pp.2981-2989.
Morden, T., 2016. Principles of strategic management. Routledge.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing strategy. AMS
Review.9(1-2). pp.5-26.
Pererva, P., Nagy, S. and Maslak, M., 2018. Organization of marketing activities on the
intrapreneurship. MIND Journal.(5).pp.1-10.
Sharma, K. and Aggarwal, S., 2018. Principles of Marketing.