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

This document discusses the marketing mix and STP analysis of Head & Shoulder and Pantene shampoo. It explores the strategies used by these brands to promote their products and target their customers. The document also provides recommendations for improvement.

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

PRODUCT
H&S gains trust of customers
due to high qualitative products.
H&S uses diversified product
portfolio strategy where offers
wide variety of products along
with anti-dandruff segments.
Product includes shampoo i.e.
Moisture care shampoo, Instant
oil control shampoo. 2 in 1range
includes classical clean and
instant clean 2 in 1. Co-wash i.e.
Moisture care co-wash, instant
relief scalp soother. Thus, brand
has high level diversification in
their product portfolio which
helps to access each type of
customer either gender or pet.
Shampoo and conditioners also
available in various sizes like 80
ml, 40 ml. H&S claims that they
best dandruff cleaning formula
which can eradicate thinnest
shred of dandruff from hair.
Head and Shoulder gives
tactfully shaped white bottle
which leads freshness in
customers mind.
Pantene use product strategy
and mix in Pantene
marketing strategy. Pantene
provides different type of
shampoo globally such as
shampoo, conditioner, 2 in
1, har treatment. Pantene
offers various types in
shampoo such as hair fall
control, Anti-dandruff, black
shine shampoo. On the other
hand, Pantene also provides
varieties in conditioners
such as Hair fall control
conditioner and daily
moisture rapid conditioner.
Even it offers shampoo and
conditioner in different
package sizes i.e. 80ml, 40
ml, 1400 ml etc. across the
world. To cover price
sensitive customers launches
5ml sachets in Pakistan
rather than purchasing 200
ml in single time. Packaging
of shampoo and conditioner
is quite attractive because it
is given in bottles by
Pantene that attracts
customers to buy.
PRICE
H&S adapts competitive pricing
strategy which helps to keep
penetration in market. It helps to
Pantene also follows
competitive marketing
strategy. Brand offers their

reach new market and gains new
customers to sell products. H&S
adapts reasonable price strategy
to build loyalty of their
customers and sets their
psychology as their products are
reasonable and pocket friendly
(Head and Shoulders Marketing
Mix (4Ps) Strategy, 2017). In
summer season adapts
promotional pricing strategy
H&S and offers high discount as
sale as result easy to generate
high revenue by selling higher
volume products.
products in similar price as
it’s competitor like H&S. the
main objective of the
Pantene to offer standard
quality product at the best
price so that easy to retain
existing customers and
attracts new customer and
make them loyal for brand.
PROMOTION Aggressive policy which is
adopted by H&S. it is
informative and creative type
policy which helps to promote
brand image in global market.
Apart from this, H&S launches
various ads campaign to manage
brand visibility in the global
market. They use various
channels like television, radio,
magazine, pamphlet to promote
their brands. H&S adapts
celebrity endorsement strategy to
build trust of customer on
products.
Pantene offers its coupon in
various magazines and
permits customer to
maximize products
trialability that automatically
creates brand loyalty. Poster
promotion is adopted by
Pantene where posts poster
in supermarket and retailers
to maintain visibility of
brands in market (Pantene
Marketing Mix (4Ps)
Strategy, 2018). Pantene
uses various advertising
media such as YouTube
which is featured by
Priyanka Chopra and Lilly
Singh who is famous
YouTube star. Thus,

promotional and
advertisement strategy
adapts by Pantene.
PLACE
Head and Shoulder adapts
distribution strategy to offer their
products in worldwide to
customer. H&S has established
reliable in brand in Indian market
due to qualitative product. This
brand has captured other markets
and spreads its presence in the
form of subsidiaries globally.
H&S become subsidiary of P&G
which gives strong distribution
network.
Pantene also follows
distribution network strategy
because it is a product of
P&G as result distribution
network is too high across
the world. the main goal of
the P&G to maximize
products productivity in
large number of retail
outlets, supermarket and in
modern retail. Pantene’s
distribution network such as
product carries out from
manufacture plan and
forwarding agent then it
goes to wholesaler and to the
retailer, in last reach to user.
STP marketing planning process
STP can be defined as the fundamental concept which is used for marketing success.
STP stands for segmentation, targeting and positioning. It is quite common technique which
is used for marketing purpose. It supports organization to align products along with
customers by the help of STP tools. STP approach assist to develop digital strategy which can
supports to access market. It is important framework which is used to summarize and
simplify market segmentation procedures. Head & shoulder shampoo and Pantene Lady
shampoo are used this approach to analyse brand positioning, target product and market
segmentation.
Market segmentation: The procedures of classifying large market into smaller group on the
basis of their product needs (Proboyo and Kusuma, 2019). It helps to understand each

customer needs by segmentation process. The main purpose of segmentation to elect potential
target market which can generate high revenue.
Head & Shoulder Shampoo: H&S has anti-dandruff segment along with smooth hair because
customer want such kind shampoo which eradicate a thin threat of dandruff and leaves
smoothness on hair (Cummins, Loe and Peltier, 2016). It is major segment of H&S which
helps to achieve customers trust on product.
Pantene Lady Shampoo: As compared Pantene has haircare market segmentation because
people look for such kind product which keeps their hair smooth and shiny.it helps to
generate high profit and retain loyal customers with the products.
Target market: It is important tool of STP approach because it helps to analyse demand of
customer about products or services on the basis of customer lifecycle targeting, online
revenue contribution for different segmentation.
Head & Shoulder Shampoo: H&S has goal to give value each type of customer by offering
desirable products. To meet customer objectives targets higher- and middle-class people who
concerns about brand and expect to overall health of their har.
Pantene Lady Shampoo: As compared Pantene target women because they concern about the
beauty and hair. These customers are ready to spend high amount money to keep their beauty
and healthy hair.
Product positioning: It is the procedure of building a brand image in customers’ mind. It
helps to retain customer for long time with company (Sudari and et.al., 2019). It is the part of
online marketing mix which is used to determine proposition of each segment by analysis of
competitors.
Head & Shoulder Shampoo: To build brand image in global market offers Anti-dandruff
shampoo by H&S which has goal to eradicate dandruff and nourish hair prolong time.
Pantene Lady Shampoo: Pantene focus different customer demands and their expectation for
products for example several customers require shiny hair, other requires dandruff free along
with hair care shampoo and other expects 2 in 1 shampoo which cleans hair from dust and
conditioning hair for long time. Thus, Pantene take care of various type of hair and meets
basic needs of hair care.

CONCLUSION AND RECOMMENDATION
Pantene and H&S has been applied marketing mix strategy to promote products and
meets customer objectives. The main goal to implement this strategy to build brand image
and generate high revenue within company. Based on the above analysis has been
summarized that Pantene highly succeed rather than H&S because Pantene used various
strategies such as competitive pricing strategy, diversified brand portfolio, promotion mix
strategy. Apart from this Pantene is subsidiary of P&G which is major profit because It has
strong distribution network that made product more succeed than H&S.
 H&S can improve use of 4P’s model when they start to produce costly products then
they can offer higher quality to their customers.
 Pantene and H&S should produce organic shampoo products which can attract
customers and build trust on brand because currently people who belongs from upper
class or middle-class relays on the natural products for their personnel care. So,
organic shampoo product strategy should apply by H&S and Pantene.
REFERENCES
Books and Journals
Cummins, S., Loe, T. and Peltier, J.W., 2016. Using sales competition videos in a principles
of marketing class to improve interest in a sales career. Journal for Advancement of
Marketing Education. 24(Special Issue on Sales Education). p.16.

Sudari, S and et.al., 2019. Measuring the critical effect of marketing mix on customer loyalty
through customer satisfaction in food and beverage products. Management Science
Letters. 9(9). pp.1385-1396.
Proboyo, A. and Kusuma, B.I., 2019. The Impact of Product Attributes, Price, Place,
Advertising, and Sales Promotion: A Case of Kids Shampoo in Indonesia. Petra
International Journal of Business Studies. 2(2). pp.59-70.
Triana, S.H., 2016. THE EFFECT OF MARKETING MIX TOWARD BRAND AWARENESS
OF PANTENE SHAMPOO (A STUDY CASE OF PANTENE SHAMPOO AT
CAREFOUR HYPERMARKET, KOTA KASABLANKA) (Doctoral dissertation,
President University).
Yan, Y and et.al., 2016. STP approach to model controlled automata with application to
reachability analysis of DEDS. Asian Journal of Control. 18(6). pp.2027-2036.
Online
Head and Shoulders Marketing Mix (4Ps) Strategy. 2017. [Online]. Available Through:-
<https://www.mbaskool.com/marketing-mix/products/17442-head-and-shoulders.html>
Pantene Marketing Mix (4Ps) Strategy. 2018. [Online]. Available Through: -
<https://www.mbaskool.com/marketing-mix/products/16891-pantene.html>