Principles of Marketing: A Comparative Analysis of Head and Shoulders Shampoo and Pantene Lady's Shampoo

This project report analyzes the marketing mix of Head and Shoulders Shampoo and Pantene Lady's Shampoo, including pricing, promotion, product, and place strategies. It also discusses the target market and provides insights into effective marketing principles.

Principles of
marketing

EXECUTIVE SUMMARY
The project report is based on information connected with marketing mix which is
required to be followed while launching a product for target consumers. The selected brands are
Pantene Lady's Shampoo as well as Head and Shoulders Shampoo. Marketing mix involves
pricing, techniques of promotion, unique product and places to promote each commodity. The
pricing strategy for Head and Shoulders shampoo is Competitive pricing policy for reaching into
new market where as for Pantene Lady's Shampoo is value pricing strategy to offer the product
at distinct prices. The Head and Shoulders shampoo have attractive packaging and simple in
appearance but Pantene Lady's shampoo have colourful packaging along with charismatic
shapes. Promotions of the products are done through newspapers, billboards, social media and
magazines. Before application of marketing mix, effective marketing plan is needed to be framed
for getting successful outcomes.

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1.Comparison of target market....................................................................................................1
2. Product.....................................................................................................................................2
3. Price.........................................................................................................................................3
4. Place.........................................................................................................................................3
5. Promotion.................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is an activity that is undertaken by an entity for promoting purchase or sale of
commodities. It is a discipline that includes actions implemented by firm to draw attentions of
customers together with maintaining relationships with other businesses through delivering
commodities according to the requirements. Marketing principles are generally based on
marketing ideas used by firms for effective promotional strategy (Ewing, DeBussy and
Ramaseshan, 2015). In broad sense, marketing of product relies on the principles that are named
as “4 Ps” comprising product, price, place along with promotion. The present report is based on
marketing mix of two brands that are Head and Shoulders Shampoo and Pantene Lady's
Shampoo. To analyse market, application of marketing principles is done on the products for
discussing strategies to market both products. Aaker's brand personality framework as well as
Levitt's brand model are used for ascertaining strategies to market both brands.
FINDINGS
In this project, Pantene Lady's Shampoo along with Head and Shoulders shampoo are
considered for making comparative analysis. Pantene Lady's Shampoo is an hair care brand that
is introduced by Richardson Vicks along with Hoffmann-La- Roche. It was launched in Europe
in the year 1945. In 1985, Procter and Gamble owned the brand. It is sold in approximately 95
countries with diverse product lines. It has market shares of 10% within modern retail market
and 8.2% in metros. On other hand, Head and Shoulders Shampoo is brand of non dandruff as
well as anti dandruff shampoo introduced in the year 1961 by Procter and Gamble (Head and
Shoulders Shampoo. 2019). The brand has gained market shares of 15% in retail hair care market
and 20% in global market. This brand is ranked on second position within UK and has been used
by 7.7 million people in the same country.
1.Comparison of target market
Target market is said to group of consumers which are main focus of organisational
advertisements. The emphasis is communicated through usage of print capabilities and social
media. The consumers which are considered as to buy the product that are offered by entities ar
said to target market. It comprises breaking the segments as well as concentrating marketing
efforts towards key segments including consumers to whom organisational commodities are
offered.
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Hand and Shoulders Shampoo Pantene Lady's Shampoo
It is a brand that is specially designed to solve
dandruff related issues. The target market of such
product are higher middle class individuals who
are early adopter, cares about health of hairs and
are brand conscious. The desired market is
targeted only after ascertaining income, lifestyle
and class of people. Individuals within the age
group of 20 years to 45 years who are more
educated and focused about their hair health are
the target market to whom wide variety of H&S
shampoo are offered to wide countries.
Pantene Lady's Shampoo is basically
designed for women and it only target all
women's as its target market. It targets
women those are within mid to early 40s as
well as are proactive in enjoying healthy
lifestyle addition to feel confident when their
hair looks good. Targetted consumers are
attracted through providing wide products in
context of prices as well as products offered
in distinct countries (Fine, 2017).
2. Product
Product are the commodities that are offered by institutions and requires attractive
advertisements for influencing the consumers that attracted to make purchase decisions. In order
to make a product more attractive, its packaging, size, shape as well as colour are needed to be
eye catching that can attract huge proportion of consumers to purchase it.
Head and Shoulders shampoo: The product is generally simple in appearance having
high quality along with decent and unique packaging. According to Levitt's brand model, one
product has four phases involves in its life cycle. Phases includes introduction, growth as well as
decline. For selected product, it is essential for firm to have knowledge about life stages of
product before introducing it in front of targetted consumers as well as formulating marketing
plan. Similarly, Jennifer Aaker framework involves five dimensions towards personality of
brand. These are competence, ruggedness, excitement, sincerity and sophistication. The shampoo
posses all these dimensions as it is successful, quite honest, up to date and sophisticate.
Pantene Lady's Shampoo: It is hair care product that provides the products in colourful
packaging as well as charismatic shapes which attracts targetted consumer groups (Mobus and
Kalton, 2015). It is in its growing stage as it continuously grabbing proportion of large market
shares. It is some what different from the competitors commodities as it delivers products in
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recyclable bottles that are easy to use as well as are in small sizes that makes it handy.
Considering dimensions of Aaker model, the product comprises all the dimensions that makes it
imaginative, tough, down to earth and charming.
3. Price
Price is termed to payment quantity that customers have to make while acquiring
products. In context to Head and shoulders shampoo, it is projected as premium commodity but
the institution has adopted well unified pricing structure that keeps the pricing policies affordable
as well as reasonable but distinctive. The time when the prices of such shampoo was compared
with other companies it was analysed that prices are little higher then other shampoos that
competitors offers (Morden, 2017). It is renowned as high end product to cure dandruff by
targetted consumers and they have willingness to pay additional pounds when it comes to their
beauty of hair. Head and Shoulders shampoo have adopted policy of competitive pricing for its
commodity in order to reach in new market as well as gaining further customers.
Pantene Lady's Shampoo offers exquisite product range by emphasising on its pricing in
order to provide diverse product line under distinct price range. The important role that price
plays is making popularity of the brand and the effectiveness of its pricing strategy helps in
setting price value aside competitors. The shampoo follows value pricing policies in distinct
periodic intervals in order to adjust the prices as per customer purchasing power as well as
prevailing conditions at specific location. It leads towards enjoying high sales volume that shows
greater profits together with larger revenues.
Head and Shoulders shampoo Pantene Lady's Shampoo
Competitive pricing policy is followed for
reaching within new market together with
gaining further customers.
Value pricing policy is adopted to deliver
products in distinct prices as per pertaining
circumstances.
In UK, Price for head and Shoulder Shampoo
is £5.00 for classic clean and £1.00 for anti
dandruff shampoo.
Price for Pantene Lady's Shampoo is £7.95 in
UK.
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4. Place
Head and Shoulders Shampoo: It is an international product that has strong global
presence. The shampoo is sold in about more than 80 countries including Bangladesh, united
States, United Kingdom, Pakistan, India, Canada and many more through effective distribution
system. The distribution channel for such shampoo involves hypermarkets, corner shops,
discount stores and local market.
Pantene lady's Shampoo: It has international presence as well as the product is spread
in approximately 95 countries including Australia, Bangladesh, France, United Kingdom, China,
India, Taiwan and many more (Moskowitz, 2017). To provide the product, distribution system
like retailers, wholesalers as well as old age stockists channel along with various e- commerce
channels are used fro expanding the reach.
5. Promotion
Head and Shoulders Shampoo: The product heavily relies on promotional activities
performed by marketing team. It is the most recognised product as well as has introduced several
ad campaigns for building and maintaining visibility in the international market. In addition, it
has specific promotional strategy of no dandruff after 7 days of usage that motivates peope to
accept the product. The promotions for the shampoo are aired on distinct television channels,
magazines, newspapers, radio, posters, hoardings at strategic locations as well as through
pamphlets.
Pantene Lady's Shampoo: It is one of the strong product with high brand recall.
Promotions through print addition to digital media, billboards, magazines, social media as well
as movies plays crucial role for success of the product. It has unique promotion strategy of no
hair fall after usage of fourteen days that influences positively on targeted women group. The
product is promoted through aggressive marketing strategy that involves advantages of various
advertising tools at disposal (Oswald, 2018). The increasing usage of social media leads on
emphasising promotions on various social media sites for promoting the shampoo
internationally.
CONCLUSION
As per the above report it has been concluded that marketing principles as well as
choosing target market is key for making growth and success of business. When a company
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effectively follows marketing principles of 4Ps then they achieve success in making the
commodity more marketable. Marketing principle involves product, place, promotion and price
that plays essential function in targeting consumers. The brand achieve success when they
effectively apply the elements of marketing mix in best manner. These mix also fosters addition
to help in promoting unique value of brand for standing against rivals. Effective communication
for enhancing awareness fro product in the targeted market is required to introduce product
internally in unique and better ways.
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REFERENCES
Books and Journals:
Ewing, M. T., DeBussy, N. M. and Ramaseshan, B., 2015. Integrated marketing
communications: Conflicts of interest, politics and performance. In Proceedings of the
1998 Academy of Marketing Science (AMS) Annual Conference(pp. 265-272). Springer,
Cham.
Fine, S. H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Mobus, G. E. and Kalton, M. C., 2015. Principles of systems science (p. 755). New York:
Springer.
Morden, T., 2017. Principles of management. Routledge.
Moskowitz, H., 2017. Applied sensory analy of foods. Routledge.
Oswald, L. J., 2018. The law of marketing.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Scott, D. M., 2015. The New Rules of Marketing and PR.: How to Use Social Media, Online
Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach
Buyers Directly. John Wiley & Sons.
Online:
Head and Shoulders shampoo. 2019. [Online]. Available through:
<https://www.headandshoulders.co.uk/en-gb>
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