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

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
1