Principles of marketing

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PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Target Market of Head & Shoulders and Pantene......................................................................1
Product/Brand of organisations...................................................................................................2
Price strategies............................................................................................................................3
Place tactics ................................................................................................................................3
Promotion tactics.........................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is a strategic tactics in which a company perform various activities and
operations so that their product can be acknowledged by maximum number of people. With the
help of marketing, a positive image of company can be formulated in the minds of customers
(Allyson Dooley, Jones and Iverson, 2012). Marketing mix is a framework in which different
strategies of a company are compared by their rivals so that actual position and performance of a
firm can be identified. This assignment is carried out in context with Pantene and Head &
Shoulders. These two are renowned organisations which provide shampoo to their customers. In
this research, an in-depth research is carried out about Pantene and Head & Shoulders with the
help of target market and marketing mix.
MAIN BODY
Target Market of Head & Shoulders and Pantene
Head & Shoulders is a multinational brand which provides anti-dandruff shampoo in
global context. This is an America based company and a subsidiary of Procter & Gamble groups
which has 9% share in global context. Pantene is also a global company which is headquartered
in Switzerland and owned by Procter & Gamble. This organisation provide hair care items to the
customers in genuine price. According to the latest reports, Market share of Pantene is 14%. This
part is going to discuss about target market of Pantene Lady's shampoo and Head & Shoulders
shampoo (Armstrong and et. al., 2014).
Head & Shoulders
Target market of Head & Shoulders is mainly those people which are very concerned
about the overall growth and health of their hair. Company is targeting their customers on the
basis of demography. Under this, age and income factor is mainly considered. Main target of
organisation are males and females from the age group of 20 to 50 years. This is because
individuals of this age group mainly faces dandruff and scalp issues. With passing time,
company has innovate new formulae like volume boost and hair fall therapy so that people from
other age groups can also targeted. Also, this company targets middle income people so that
maximum number of individual can buy their products (Abril and Rodriguez-Cánovas, 2016).
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Pantene Lady's shampoo
This company is one of the most popular and leading brand for females in terms of hair
care. Pantene targets those female customers which are eager in delivering their best efforts so
that they have smooth, silky and nourished hairs. This firm targets the customers on the basis of
gender, age and lifestyle. Main target of Pantene is the women and girls aged between 15 to 45
years. Females from this age group are very concerned about the health of their hair due to which
company can earn high sales and revenues by retaining this target segment for maximum time
period (Burns, Bush and Sinha, 2014).
Product/Brand of organisations
Head & Shoulders is a big brand name in the field of shampoo. This firm has wide
product portfolio which is available to customers in global manner. Products of company provide
relief to people from issues like dry scalps, dandruff, rough hairs and hair-fall. Product category
which is offered by H&S includes Anti dandruff Lemon Fresh, Smooth & Silky, Cool menthol,
Silky black anti-dandruff etc. Main strength of products which are offered by H&S is that they
are efficient in removing dandruff. Due to this, company sustains a loyal customer base all time.
In recent time, H&S has introduced their products in recycled plastic bottles to show their
support towards sustainability. Behind this action, main belief of company is that people are very
concerned about environment and initiating this approach will help the firm in sustaining
positive image of products in the minds of customers. According to Aaker brand personality,
brand of H&S is updated, honest and sophisticated (Ennew, Waite and Waite, 2013).
Pantene Lady's shampoo is a famous brand and products of company are usually
promoted by big celebrities and famous personalities. Product category which is offered by
Pantene includes Pro-V silky smooth care, Pro-V daily moisture, Pro-V hair fall control etc.
other products available under Pro-vitamin category are Total damage care, Daily Moisturise
Renewal, Lively clean, Long black shampoo, Nature fusion smoothing etc. All of these products
are widely popular among customers and due to which company gains a competitive edge
against their competitors. Main aspect through which organisation targets their customers is the
concepts of Pro-vitamin available in their products. Due to pro-vitamin, products of Pantene
offers shiny, black and silky hairs to their customers (Kotler and Armstrong, 2013). This
company gives special consideration towards the packaging of products so that high number of
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people can get attracted and purchase them. In accordance with the Aaker's brand model, this
brand have elements of being imaginative, tough, appreciable, flourishing and down-to-earth.
Price strategies
H&S adopts economic pricing strategy in which products of company are charged
moderately so that maximum number of people can purchase them. Due to this pricing strategy,
people from all income sections are able to afford it. High quality of product persuade them to
purchase H&S shampoo in comparison with other companies which also provide their products
in same range. Also, products of H&S are available in different sizes and their price also varies
as per their size. Hence, customers are highly satisfied with pricing structure of company (Lilien,
Rangaswamy and De Bruyn, 2013).
Pantene Lady's shampoo has adopted competitive pricing in which products of company
are charged according to the rates which are marked by their rivals. Because of this approach,
Pantene is able to target maximum number of customers without any extra efforts. As company
charge genuine rates for their products, at the time of discounts and offers, company provide free
sachets of shampoo so that sales of company can exponentially rise. This is the reason, this firm
is capable to achieve their sales and profit targets in a proper manner.
Place tactics
Head & Shoulders operates their business activities in almost every nation around globe
and uses FMGC marketing as their distribution channel. Products of company are easily
available at retail stores, super markets, hypermarkets and near by shops in local area. Also,
customers can purchase products of H&S via online websites and applications like Amazon,
Flipkart etc. Thus, products of H&S are easily available to people in worldwide context
(Wongleedee, 2015).
In case of Pantene Lady's Shampoo, owner of company uses similar distribution channel
which is used by H&S i.e. via FMGC marketing. Also, firm uses online channels to distribute
their products. This states that customers are free to purchase the products of company through
either online process or offline process. Products of company are available at every place either it
is a Large supermarkets or a smallest retailing shops (Fan, Lau and Zhao, 2015).
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Promotion tactics
H&S is mainly dependent on their marketing team for promotion and advertisements of
different products of company on a wide scale. In this context, firm uses both traditional and new
tactics to advertise about their services or products. In traditional promotion, company adopts
advertisements in TV, magazines and newspaper etc. In context with modern approach, company
carry out campaigns in which sample of products are distributed to people in free. By this, people
acknowledge about the products of company in a proper manner (Stead and Hastings, 2018).
Also, H&D promote about their products through digital media and social platforms like
YouTube, Instagram etc. These tactics helps the company in gaining advantage over rivals
organisations like Dove, Pantene etc.
Main promotional tactics of Pantene is advertisements through billboards, newspapers
etc. Company also carried out market campaigns and surveys where products of company are
given to customers free of cost so that they can acknowledge the quality of service provided by
Pantene. Other than this, Pantene also adopts personal selling to sustain strong bond with their
customers. Other than this, advertisements of company are also shown on Social media platforms
like Instagram, Facebook etc. so that maximum number of female customers can gain knowledge
about their products. Pantene relies more on modern promotional techniques rather than
traditional media (Išoraitė, 2016).
CONCLUSION
In accordance with the above mentioned project, it can be summarised that both H&S and
Pantene shampoo are well popular in the confines of shampoo industry. In this context, both
organisation posses diverse product portfolio due to which gaining the attention of customers is a
simplified process. Out of both the companies, marketing mix for Pantene is most appreciable
due to appropriate strategies and tactics. Different elements are implemented in marketing mix of
both organisations in same way but due to more efficient process of Pantene, company gains
more advantages. This is the reason marketing mix of Pantene target their customers is more
influential and hence, firms gains more market shares.
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REFERENCES
Books and Journals
Allyson Dooley, Jones and Iverson, 2012. Web 2.0: an assessment of social marketing
principles. Journal of Social Marketing 2(3). pp.207-221.
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Burns, A. C., Bush, R. F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Ennew, C., Waite, N. and Waite, R., 2013. Financial services marketing: An international guide
to principles and practice. Routledge.
Kotler, P. and Armstrong, G., 2013. Principles of Marketing (16th Global Edition).
Lilien, G. L., Rangaswamy, A. and De Bruyn, A., 2013. Principles of marketing engineering.
DecisionPro.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–
Granthaalayah. 4(6). pp.25-37.
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European journal of management and business economics. 25(3). pp.168-175.
Wongleedee, K., 2015. Marketing mix and purchasing behavior for community products at
traditional markets. Procedia-Social and Behavioral Sciences. 197. pp.2080-2085.
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