Principles of Marketing: STP Process and Marketing Mix of Pantene and Head & Shoulders

This document discusses the principles of marketing and focuses on the STP marketing planning process and the effectiveness of the marketing mix for Pantene and Head & Shoulders. It explores the segmentation, targeting, and positioning strategies of both brands. The document also provides insights into the product, price, place, and promotion strategies used by Pantene and Head & Shoulders. It concludes with recommendations for Head & Shoulders to improve its marketing strategies.

Principles of Marketing

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
STP marketing planning process.................................................................................................1
Effectiveness of Marketing mix..................................................................................................2
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Principles of marketing are useful for a business to make effective strategies for its
business in order to have competitive advantage for the firm. Present study is based on two
organization that is Pantene and Head and Shoulders. Pantene is a Swiss created American brand
that is owned by Procter and gamble and was introduced in the year 1985. On the other hand
H&S is also an American brand of anti-dandruff introduced in the year 1961. Both the
organization is having there parent company as Procter and Gamble. Report will include STP
marketing planning process of both the brands. Further report will include marketing mix of both
the brands that will carry 4P's.
STP marketing planning process
Target market is basically group of consumers that are interested to buy company's
product and services. Basically the market is targeted with the help of STP process as it helps the
business to target its audience having similar set of needs.
BRAND A:- Head and Shoulders Shampoo BRAND B:- Pantene Lady's Shampoo
Segmentation:- Head and Shoulders have
segmented its offerings by having focus on
demography, geography, pshychography or life
style of the customers(Zamudio and Jewell,
2018). However, the major focus is on lifestyle
and customer preferences because of which,
organization have segmented its products into
Anti-dandruff shampoo, Black hair, Shiny hair
and also at low price. Basically H&S is
operating in the anti-dandruff segments and
have also started emphasizing on smooth hair.
Segmentation:- Pantene segment its products
and services on bases of life style and
aspiration that people have with respect to their
hair. Company have segmented its shampoos,
conditioners and different products related to
hair styling in different categories. These
categories are Fine, Med-thick, curly and
colour(Mendes, 2016).
Targeting:- H&S is targeting the higher
middle class people who are very conscious
towards the brand they use. The reason is that
they are the early adopters who concern for
their overall health of hair. Company targets
Targeting:- Pantene is targeting people of
middle and upper class groups, According to
the different buyer types, Pantene is having
shampoo ranges like deep cleanser, curl
perfection, repair and protect. The main target
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men and women suffering from dandruff and
with the help of different advertisements they
show that the dandruff problem will go with
only one of their product(Largent and et.al.,
2018). They also took advantage of
Physiological medical in order to target
majority of its customers.
of the company is women of middle age group
who are willing to invest for their heathy
lifestyle(Baxter, 2015). Pantene also offer trial
bottle for different hair types so that customers
test out all products before they choose one
that suits them.
Positioning:- Company have taken position in
market as an anti-dandruff shampoo that gives
positive result in just on wash. H&S have
acquired niche market of anti-dandruff
segment and with the boost up sale of its
product in rural market, organisation have
become a market leader(Masoumi and
Akoochakian, 2019). It has positioned its brand
as the largest shampoo brand in the global
market.
Positioning:- In market, Pantene have
positioned itself as a product that is affordable
and is alternative solution for salon
brands(Dawes, 2017). It is a product that is
having image in market as a shampoo that
brings out women's inner shine.
Effectiveness of Marketing mix
BRAND A:- Head and Shoulders Shampoo BRAND B:- Pantene Lady's Shampoo
Product:-
 Head and Shoulders have gain the trust
of its potential customers they offer
products that is having high quality
 It is hair care brand producing
Shampoo, conditioners for dry, itchy
and sensitive scalp in order to get relief
from the dandruff(Firmansyah, 2019).
 The products that H&S offers includes
shampoos like Anti-dandruff, anti-hair
Product:-
 The different products that Pantene
offers in market are of following types:-
Shampoos, hair treatments, Styling
products etc.
 The shampoos are basically offered to
protect the hair from any sort of
damage and also from dandruff.
 Pantene offers these products in
different size so that customers can
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fall, cool menthol, smooth and silky
etc.
 The products are made more attractive
by packing the offerings in a tactful
shape that all the customers get
influence to purchase the same.
choose the one accordingly to their
convenience(Triana, 2016).
 As there are many customers that are
price sensitive and for them they
launched sachets also.
 They are making there products
attractive with the help of different
packaging in order to target potential
customers.
Price:-
 The pricing strategy of H&S is with
respect to its competitors. The basic
approach that the organization use is
penetrating pricing in order to reach a
large customers base.
 It is offerings its products at a
reasonable price in order to make its
customers attractive towards the brand
and also to make its customers retain
for long period in the
organization(Szczepaniak, 2018).
 H&S also set the price of its offering on
bases of size of bottles and quantity
they have so that customers have
options, and they can purchase
according to their respective
requirements.
 Company also offer discounts for
different range of products and
offerings and this helps the business to
Price:-
 Pantene follows competitive pricing
strategy and customers are quite loyal
towards the brand. However, customers
may switch the brand if they find a
better quality for its brand.
 They aim to provide the best quality of
its products at the best price so that the
customers retain for long duration.
 In order to make the products available
for its middle class customers, Pantene
offers products in small quantity and at
low cost so that they can afford the
same(Sinapuelas, Wang and Bohlmann,
2015).
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increase its sales.
Place:-
 H&S spreads its presence all over the
global market and is having an
effective distribution networks tat
create more advantage for its business.
 The products are prepared in factories
and with the help of different
distributors, company makes its product
travel to whole-seller and then to
retailers who sell the offerings to the
customers(Subbaiah and Bharathi,
2017).
 The customers can purchase the
offerings from supermarkets, discount
stores and also from online websites.
Place:-
 Pantene is having an excellent
distribution network all over the global
market as its is having wide range of
offerings and product portfolio.
 These products and services are offered
to customers with the help of different
retail outlets, supermarkets and modern
retail(Prange, 2016).
 The products are manufactured and
carry forward to different agents. There
are different wholesalers and retailers
who take forward these offerings to the
respective customers.
 They work effectively for these
distribution channels in order to make
the customers satisfied.
Promotion:-
 In order to promote its offerings, H&S
launch different aggressive ad
campaigns so that there offerings are
visible in market.
 Company also take help of different
media like television channel,
newspaper, magazines etc. in order to
advertise its products and
services(Seyler, 2017).
 There are different campaigns that are
Promotion:-
 There are different promotional
activities that are carried by Pantene in
order to make its products recognized
in market.
 The different aspects of marketing that
Pantene uses are different social media
platforms, Television, magazines
etc(Sidauruk, 2019).
 Pantene is having its Facebook page
that is having a million followers and
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launched by H&S in order to make an
effective image of its offerings in eyes
of the customer that is the product
offerings are healthy for their scalp.
 Company have established its offerings
as a premium brand and that is the
reason they use famous personalities in
their advertisements.
there are any ambassadors that promote
its offerings.
 They also put posters at retailers and
supermarkets in order to have visibility
of its products in market.
CONCLUSION
From the above study it is been concluded that both the organisation have to work
effectively in order to apply 4 P's in its respective brands. This helps the business to have
understanding about its offerings that is what to offer, what price it must have, who will be the
respective distributors and the respective promotional activities that business have to use.
Business can accordingly set its strategies in order to compete in market. Both the organization
use these 4P's accordingly to their requirements in order to have understanding of the market and
make effective strategies to compete with rivalry. From the analysis it is been seen that Pantene
is more successful in applying 4P's in its business as compared with that of Head & Shoulders,
The products offered by Pantene are having wider range than H&S and this brings huge scope
for its business. Pantene is having more effective pricing strategy than compared with H&S and
is having more effective distribution channels. Pantene attracts its customers more effectively as
compared with H&S.
From the above analyses it is been recommended that Head & Shoulders have to make its
marketing strategies more effective in order to compete in market and have to makes its focus on
other hair problem solutions as it only have its focus on dandruff.
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REFERENCES
Books and Journals
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Undergraduate Research in Communications, 6(1).
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Brand Positioning, and Building Brand Equity (September 25, 2017).
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