Principles of Marketing: Marketing Mix and STP Analysis of Head & Shoulder and Pantene Shampoo

PRINCIPLES
OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION .....................................................................................................................3
MAIN BODY.............................................................................................................................3
Marketing mix .......................................................................................................................3
STP marketing planning process............................................................................................6
CONCLUSION AND RECOMMENDATION ........................................................................8
REFERENCES ...................................................................................................................................9

INTRODUCTION
Marketing can be defined as the procedure which includes researching, promoting,
selling and distributing goods and services to the customer. In simple word, the process of
understanding customers needs and their perception and establishes good relationship with
them. To understand Role of principles of marketing takes example of two brands Head and
shoulder shampoo and Pantene Lady shampoo. Head and Shoulder (H&S) is an antidandruff
shampoo which is most famous across the world while Pantene is hair care type shampoo
which also used globally by customers. H&S has market share estimates 20%, as compared
with Pantene has 8.2% (Triana, 2016). the market size of Pantene approx. 5.1 billion as
compared H&S has 20 million per unit. there are two types of shampoo one is anti-dandruff
and other is hair care and both are trends in sales currently. The main purpose of the report to
study about marketing mix strategy for both brands.
MAIN BODY
Marketing mix
Marketing mix can be defined as the sets of activities or strategies which organization uses to
promote their products or brand in the business market. Marketing mix encompasses
products, price, place and promotion which known as 4P’s in combined form.
Product: An item which satisfies the consumers needs or expectation. Product can be
two types tangible such as goods or intangible i.e. services, ideas.
Price: The amount which customer pays for product or services. Price is the main
source which has implication for revenue as well leads customer perceive values within
market.
Promotion: It is another tool which plays essential role to promote product in market.
It contains several elements such as advertising, public relation, direct marketing and sales
promotion.
Place: A place where provides access to customer or in other word, provides
convenience for consumer so that they can buy products easily.
4P’S MODEL HEAD AND SHOULDER
SHAMPOO (H&S)
PANTENE LADY
SHAMPOO