Comparison of Marketing Strategies: Pantene vs Head and Shoulder

This report compares the marketing strategies of Pantene and Head and Shoulder, including target market, product and brand values, pricing, distribution, and promotional strategies.

PRINCIPLES OF
MARKETING

Table of Contents
EXECUTIVE SUMMARY-............................................................................................................3
INTRODUCTION- .........................................................................................................................4
FINDINGS.......................................................................................................................................4
Comparison of target market.......................................................................................................4
Products and brand values comparison........................................................................................5
Comparison of Price....................................................................................................................5
Evaluation of Place (Distribution)...............................................................................................7
Comparison based on promotional strategies of brands..............................................................7
CONCLUSION AND RECOMMENDATIONS- ..........................................................................8
REFERENCES................................................................................................................................9

EXECUTIVE SUMMARY-
The current report is based on Pantene and Head and shoulder marketing mix strategies in
which they have been select different elements for their products. The aim of this research is to
identify the impact of elements chosen by each brand. In this study secondary method has been
used that provide appropriate findings and draw final conclusion.

INTRODUCTION-
Principles of marketing is based upon marketing plan or ideas of organization use for
effective selling strategy, the principles based upon which product promotion strategies business
build. Organization will use marketing principles for effective advertisement for their products or
services (Subbaiah and Bharathi, 2017). The present report is based upon head and shoulder and
Pantene brand, Head & Shoulder is American brand of non dandruff and anti dandruff shampoo,
they provide the best products to their consumers within marketplace. They lead in hair care
sector with more than 20 % of market share, organization spread their business in all around the
world by following the trends in sales. Along with this, Pantene is another brand they have 8.2
percent market share in industry. The aim of this study is to define the `comparison of target
markets between both companies and explain possible suggestions for each brand.
FINDINGS
Comparison of target market
Basis Head and Shoulder Pantene
Target market It is one of the leading brand in the world,
they considered as most trusted company in
hair care industry. Organization target their
market based on their age and personal
disposable income. Middle class people are
the target market of H&S as compare to
Pantene, because they are brand conscious
and early adopter (Srivastava and Singh,
2015). Middle class consumers wants good
quality of products with affordable price,
they care about health of their hair but not
been able to buy expensive goods for same.
Firm targets consumers of middle age men
having dandruff and scalp issues that reduce
hair growth. Middles class individual
mostly have some skin issues that affects on
Pantene targets consumers as
compare to H&S is quite
differently, they target upper
and middle class groups of
people whether, head and
shoulder mostly focus on
middles class personal. They
target consumers how are
looking for affordable hair
care goods and treatment, they
used psychographic
segmentation to target clients
with certain aspiration and
lifestyles with respect to hair
(Mendes, 2016). Before target
market they consider the

their scalp, the benefits of targetting these
people as results in increasing profitability
and productivity of business. In simple
words, head and shoulder used
demographic segmentation of target
market that is totally different from other
brand in same industry in which age and
income level of people are measured.
lifestyle of consumers and
their hobbies which is quite
beneficial for offering brand
products.
Products and brand values comparison
Levitt's model is based on product idea as stratification of level, individual upper stage
contains previous level. This model defines 5 level that will focusing by each brand for their
specific products. Head and shoulders started with gamble and proctor scientists spending many
years finding the magical solution to solve increasing issue of dandruff (Trang, Lumanauw and
Dinggon, 2015). They use zinc pyrithine in their magical formula to solve the scalp and hair fall
problems of people. It is quite effective against dandruff due to their unique anti fungal
properties. The shape of shampoo bottle is too simple and easy to hold in hands, at emotionally
level shape of goods attract middle class people the most because they mainly consider the
packaging of products that helps to identify its cost and worth. The packaging of product is
always similar, but this brand offer different types of shampoos to reduce hair issues, includes
anti hair fall, lemon fresh, cool blast, smooth and silky and dry scalp care with almond oil.
By comparing Pantene shampoo products to H&S, there are some differences has been
determined. The packaging of bottle is presented with different labelling, and company use many
colours to make it more attractive rather than the previous one. It is different from functional
level because they are centring on making products attractive less than solving issues of hair fall
in men and women along with this Pantene shampoo is manufacture for women's instead of men.
Aaker' brand personality model is the best framework describe traits and profile of brands
in five dimensions such as ruggedness, sophistication, competence, excitement and sincerity.
Head and shoulder will follow sincerity personality because they are honest, cheerful and down
to earth. On the other hand, Pantene follow sophistication personality.

Comparison of Price
Basis Head and shoulder Pantene
Pricing strategy This brand always been
pricing their hair fall shampoo
competitively keeping in
thoughts their closest
competitor Pantene and others.
They are using penetrating
pricing strategy as compare
to Pantene brand, that helps to
sell high volumes and support
to reach at wider consumers
base effectively. According to
this pricing strategy, company
retain their potential
consumers and able to attract
the new ones towards
purchasing goods (Lotfizadeh
and Lotfizadeh, 2015). The
products of this brand is
available in market with
different sizes ranging from 3
ml pouches to 675 ml bottle. It
makes business accessible to
several kinds of users who are
able to buy quantities
accordant to their needs. In
addition to this, H&S also does
promotional pricing in their
marketing mix specially during
summers when they offer
This brand set different pricing
strategy for their lady
shampoo, they adopt
competitive pricing strategy.
By adopting competitive
pricing policy they keep their
products prices at par with
goods prices of their
competitors in market. As they
offer the best value for same
price range it makes them able
to enticement in new
consumers (Muhtadin and
Djatmiko, 2018). In order to
retain consumers mostly
female brand offer periodic
discounts that is quite
beneficial for them, they also
offer free small sashes with big
bottle of shampoo. Along with
this, Pantene adopt some time
value pricing strategy at
periodic intervals to adjust
with prevailing local situations
and buying power of specific
place.

discounts on each of its goods,
it will further increase market
share and leads to high
revenues,
Evaluation of Place (Distribution)
Head and Shoulder is successful brand in the world, they established itself as reliable and
trusted brand in all over the market. Meanwhile, company capture market and spread their
presence in different nation across the globe. H&S hair fall shampoo is mass product that is
produced and designed for selling to broad number of people, being subsidiary of P&G, they
enjoy benefits of having strong distribution channel, the products of this brand travel from
factory to supplier to whole seller to retailer and at last to customers (Ling, Robbins and Hines-
Martin, 2016). The shampoo is available at supermarkets, hypermarkets, general stores, online
sites and local market easily.
As compare to the distribution plan of H&S, Pantene chose the best place for their goods,
as they have excellent distribution network around the world due to their wide range of goods
portfolio and expertise. The aim of this brand is to make assure that their products is assessable
at maximum number of modern retail outlets and super market (Chen, 2015). From production
plant their goods go to forwarding and carrying agents. From there they go to local stockist to
wholesalers and retailers and then finally reach at end to clients that increase the cost of products
due to large supply chain procedure.
Comparison based on promotional strategies of brands
Success of H&S like other firms depended on their marketing team, the organization
launched many creative, aggressive, informational and campaigns to maintain and create brand
visibility in target market. As compare to Pantene, head and shoulder used television channels,
magazines and own websites for marketing their products that help to reach business at target
market effectively. The advertisement came up on various media source like television and
posters thorough which they set the good image of brand in mind of consumers better than any
other company within industry. Marketing team of H&S create the best and accurate message of
business for their products that easily set position in mind of its target consumers as affordable.
This brand is marketed their tag line which is considered as great example of anxiety selling used

by organization to drive their sales by playing on fear of effect addressed by goods. With time,
clients begin to recognize head and shoulder as quality and trustworthy brand in market.
By comparing with H&S, Pantene covers all aspects of marketing in their marketing
mix like social media and mobile as the best marketing tools. It helps to connect with target
market and make easy for them to communicate with potential audience effectively (Triana,
2016). The promotional plan or ads of goods is being telecasted on movies and entertainment
channels that set position in mind of consumers as luxury brand.
CONCLUSION AND RECOMMENDATIONS-
From above, it has been concluded that head and shoulder and Panetene brand applied 4
ps of marketing mix affectively, in order to retain consumer with them for longer and increase
profit margin rather than before. They chose the strategies according to target market procedure.
H&S is one of the brand that gain success in application of price, product, promotion and place
of marketing mix, by using these elements both brands improve their operational efficiencies.
Recommendation-
Head and shoulder recommended adopting digital marketing tools for promoting their
brand in market. Moreover, it is also suggested Pantene to use older methods of communication
along with new ones.

REFERENCES
Book and Journals
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Products: Brand Perspective. International Journal of Management, Accounting &
Economics. 2(5). pp.404-413.
Mendes, M.D.O., 2016. The effect of social media and celebrities on Millennials’ Consumers:
the Pantene example(Doctoral dissertation).
Muhtadin, M.S. and Djatmiko, T., 2018. Pengaruh Brand Ambassador Terhadap Brand Image
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Subbaiah, P.V. and Bharathi, P.C., 2017. Rural Marketing Strategies and its Influences on
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Triana, S.H., 2016. THE EFFECT OF MARKETING MIX TOWARD BRAND AWARENESS OF
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Online
Marketing mix of Pantene. 2019. [Online]. Available
through:<https://www.marketing91.com/marketing-mix-of-pantene/>