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

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