Principles of Marketing: Head & Shoulders vs Pantene

This report analyzes the marketing mix of Head & Shoulders and Pantene shampoos, including target market, product/brand, price, place, and promotion strategies. It concludes that both brands have a strong presence in the market and use a combination of traditional and modern marketing techniques to reach customers.

Principles of
Marketing

EXECUTIVE SUMMERY
The report summarise information of marketing mix, which is require to be followed in
order to establish a product within the target market. Marketing mix involve pricing, place,
product and promotional techniques as well. The pricing strategy of Head and shoulder is
penetrative that attract premium customers. On the other hand, Pantene follows competitive
pricing policy that help in attracting large market share. It is important for both the brands to
have effective promotional strategies and ensure that demand of product is met with customers in
an effective manner.
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Contents
EXECUTIVE SUMMERY..............................................................................................................1
INTRODUCTION...........................................................................................................................3
FINDINGS.......................................................................................................................................3
Target Market.........................................................................................................................3
Product/Brand.........................................................................................................................4
Price........................................................................................................................................5
Place.......................................................................................................................................5
Promotion...............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................6
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INTRODUCTION
Marketing is referred as a process of communicating message in market about the
products and service offered by an organisation. Along with this, it is a way of creating
awareness and promoting brand in market in an attractive and proper manner as well. Marketing
mix is a tool that assist an entity to influence customers to purchase their product that leads to
raise in profitability of company(Armstrong, 2018). The objective of present report is to conduct
in-depth study of two brands that is Head and shoulders & Pantene Lady’s shampoo. In
addition to this, the report discuss about analysis of marketing mix of both the brands in an
effective manner.
Head and shoulder is an American brand that offer non dandruff and anti dandruff
shampoo that is produced by parent company P&G. The company was established in year 1961
and its head office is located in USA.
Pantene is a Swiss former brand that mainly consist of hair care brands. The headquarter
of Pantene is located in the confines of USA & its parent company is Procter & Gambler.
In the present time, it is determine that Head & Shoulders holds a market share of around
9% whereas Pantene posses with 14% of market share.
FINDINGS
Target Market
It is defined as a group of customers which are most likely to purchase goods and service
offered by an entity. The target market include breaking of segments and the putting marketing
efforts in order to attract them and influence to purchase product of company.
Head & Shoulders Shampoo and Pantene Lady's Shampoo both is famous in the hair care
(shampoo) sector. It is determine that both the brands has different target markets and according
to it marketing strategies is developed by company. The target market of both the brands is
discussed below:
Head & Shoulders Shampoo Pantene Lady’s shampoo
The brand target people who belongs from the
upper middle class & elite class of society. It is
determine that people from such class are
concerned towards their health and are early
Comparing it with the Head and shoulders, the
target market of Pantene shampoo is women
belong from mid to early 40s. The brand is
leading in market as a hair care quality
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adopters, which is the main reason of choosing
this target market by brand. The brand
emphasis on targeting belongs that is come
under the age group of 23-36 as it is analysed
that this people are usually affected by
dandruff (Suryawanshi, 2020). By the passage
of time, the brand is undertaking some
innovation in order to offer significant and
unique features such as hair fall therapy &
volume boost for individuals belonging from
younger age segment.
product. It is determine that a good looking
hair develop a sense of confidence in women’s
which is the main reason to target this segment.
It is analysed that most of its commercials
focuses on providing both men and women
shampoo using hair care products. Pantene
target women who are facing issues associated
with hair and looking for solution to make their
hair string and beauty last longer.
Product/Brand
Head & Shoulders Shampoo: It is determine that it consist of wide variety of products
that is offered globally. The main objective to offer hair care products is to provide solution to
people associated with dry scalps, dandruff, hair fall, itching scalps and so on. There are various
categories of shampoo that are offered by brand that is Anti Dandruff lemon fresh, smooth and
silky, cool menthol, Silky black Anti dandruff and many more (Tontuș, 2018). It is determine
the brand has high number of loyal customers which is the reason of its success at marketplace.
The main objective of brand is to focus on developing shampoo that help in removal of
Dandruff. In order to make changes and attract more number of people towards brand, a new
product has been launched and offered and is regarded to recyclable bottle of shampoo that is
made of beach plastic (Kupec, 2018). It is determine that brand belief in providing attractive
packaging, which plays vital role to agree customers to buy its product only. The brand is
decided to decline weight of its package by 25% and it is analysed that Head and shoulder
shampoo holds dimension such as honest, flourishing, updated and sophisticate.
Pantene Lady's Shampoo: Pantene is a famous brand globally and is endorsed and
suggested by renowned personalities and celebrities as well. It consist of number of categories
such as Pro-v Moisture renewal, Pro-v silky smooth, Pro-v nature smoothing, Pro-v long black,
Pro-v lively clean and so on. By having a large variety of products, the brand is able to attract
more number of people and enhance their customer base level in an effective manner. In the
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present, it is added new product in the broad portfolio that us waterless collection. One of the
essential factor that brand consist is vitamin Pro-y that persist in all company offerings. The
company is looking forwards to change its packaging and to make it attractive so that it can look
more shinier, brighter and many more. The brand is also try to change the shape of its bottle in
order to appeal people to consume its product. As per the five dimensions of Aaker’s personality
model, it is analysed that dimensions present in brand tends to make it charming, imaginative,
tough, intelligent and down-to-earth.
Price
Head and Shoulders Shampoo: It adopt penetrative pricing strategy in order to grab
attention of all segments prevailing in society. It is the determine that offering economic pricing
feature influence customers in an effective manner to purchase its product (Chaffey, 2019). In
addition to this, it provide different sizes of shampoo that is easy for customers to purchase as
per their need and budget as well.
In case of Pantene Lady's Shampoo, it make use of competitive pricing strategy that is
setting price after analysing the price offer by its competitors in market. It help in gaining
attention of large number of people that has positive impact on sales and profitability of an
organisation. In addition to this, Pantene offer shampoo in different sixes and provide discount
offers on big size shampoo. By the assistance of this, Pantene is able to increase its sales and
strengthen its market position at global level.
Place
Head and Shoulders Shampoo: The brand has global presence and make use of
distribution channels, which is a traditional manner of FMCG marketing (Chernev, 2020). It is
determine that Head and Shoulders is existence in almost every supermarket and local shops. In
addition to this, it is analyse that it is also available at online platforms that help in reaching
people globally.
Pantene Lady's Shampoo: The brand follows similar strategy as Head and shoulders. It
adopt omni channel distribution strategy, which integrates brick & mortar style operations by
offline manner. It help brand to ensure that product is available by distributors where it is
needed.
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Promotion
Head & Shoulders Shampoo: The brand is totally rely on marketing department for
implementation of promotional strategies (French and Gordon, 2019). It is determine that it make
use of both modern and traditional ways of promoting brand such as advertisement, billboards,
posters, social media and so on. In addition to this, the brand also conduct marketing campaign
that help in reaching large number of people and attain competitive advantage at marketplace.
Pantene Lady's Shampoo: The brand make use of various promotional strategies such as
conducting exhibitions, promotional events, marketing campaign, personal selling in order to
maintain effective relation with customers globally that has positive influence on buying
behaviour of customers towards brand. It is determine that Pantene mainly uses modern
marketing techniques that help in reaching more number of people and increase its profitability
level in an effective manner.
CONCLUSION
From the above discussion, it has been concluded that both the band has name in the
market within shampoo sector. It is determine that portfolio of Head & shoulders and Pantene is
quire distinct that is the main reason of its gaining of leading position within the market. In
addition to this, Marketing mix is a tool that help an organisation to influence customer to
purchase their product. Nowadays, companies are shifted from traditional approach to new way
of promotion such as using social media application like Facebook, Instagram, Twitter and so on.
It help company to reach large number of people and enhance their sales and profitability level in
an effective manner.
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REFERENCES
Books and Journals
Tontuș, H. Ö., 2018. Promotion of health tourism and evaluation of the principles of marketing of
health services. Journal of Multidisciplinary Academic Tourism, 3(1), pp.67-88.
Armstrong, G.M., and et. al., 2018. Marketing: an introduction. Pearson UK.
Suryawanshi, V. B., 2020. Principles of Marketing (202).
Chaffey, D., 2019. Digital marketing. Pearson UK.
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics, 155(3), pp.871-888.
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Goldberg, M.E., Fishbein, M. and Middlestadt, S.E. eds., 2018. Social marketing: Theoretical
and practical perspectives. Psychology Press.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Bush, T., Bell, L. and Middlewood, D. eds., 2019. Principles of Educational Leadership &
Management. SAGE Publications Limited.
Heinze, A., and et.al., 2020. Digital and social media marketing: a results-driven approach.
Routledge.
Kupec, V., 2018. First Step of Marketing Audit: Risk Analysis. Marketing Identity, 6(1/1),
pp.370-380.
Hayhurst, R. and Wills, G., 2018. Organizational design for marketing futures. Routledge.
Visconti, L. M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
perspective. Routledge.
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