Coursework: Comparing 4Ps of Head and Shoulders and Pantene Shampoo

This report provides a comparative analysis of the marketing strategies employed by Head and Shoulders and Pantene shampoos, focusing on the application of the 4Ps: product, price, place, and promotion. The report examines the target markets, product offerings, pricing strategies, distrib...Read More

INTRODUCTION
Marketing can be defined as activities that are undertaken during the course of
transferring goods and services from its produce to the its end user is known as Marketing. There
are few principles of Marketing that includes, Product,what kind of and whose needs are being
catered by product and life cycle of the product. Price, cost of production, profit margin decides
the price. Place, market where the product is being sold and Promotion, communication of
company to the customers of the product. In this report marketing strategies of “Head and
Shoulders Shampoo” and Pentene Lady's Shampoo” are analysed. And suitable
recommendations have been given.
MAIN BODY
BASIS OF DIFFERENCE Head and Shoulders Shampoo Pentene Lady's Shampoo
Target Market People who are
concerned with brands and
care about overall health of
their hair. Major target market
for Head and Shoulder is
people having dandruff. Target
market of this shampoo
includes people of all age
group excluding children
below 5 years. And both and
women can use the shampoo.
Income is not a big problem
for its customers and middle
class and brand concious
people are its target (SOFICĂ
and Cosma, 2018). People who
are very concious about their
look and hair hygiene are its
target customers one thing that
is different in this is that ads of
Customers who are dealing
with some genuine hair
problem can go go pentene as
solution. Pentene offers
shampoo for various problem
like dry hair, rough hair people
with this type of problems are
target market of Pentene. This
shampoo is available for all
age groups. Different
Shampoo for men and women
are provided by Pentene.
Pentene is a pocket friendly
product generally people of all
social and financial class can
buy this. Pentene specially
features women in its ad
campagin and hence women
who want to have strong hair
are its target audience. People

this shampoo features both
men and women.
who follow celebrity hair
stylist who can authenticate the
product are customers of this
product. Which include
educated people in itself.
Product Head and Shoulder uses Zinc
Pyrithine because of its anti
fungal properties which help to
reduce dandruff. Through this
they gained trust of customers
and then came with so many
other products in market.
Product offered by this brand
is-
Shampoo for various scalp
related problems.(6 types)
2 in 1 range of shampoo (5
types)
conditioner (4 types)
co-wash shampoo
various treatments (5 types)
and along with shampoo that
comes with quality and
quantity packaging of the
product is also very attractive
and easy to use.
Pentene offers various
products that are-
Shampoo (3 types)
2 in 1 shampoo (3 types)
Hair treatment (3 types)
conditioner (3 types)
Styling Products (3 types)
and other than these around 20
types of collections.
And 8 different types of expert
collection.
Other than quality and quantity
“Golden Cap” has become
center of attraction since very
long. Making it look quite
attractive.
Place Head and shoulder is
renowned brand and spread its
presence in many companies
in Asia, U.S., U.K. This
Pentene has its presence in
more than 90 countries.
Pentene uses old type of
distribution pattern in which

shampoo came in India in
1997, through its parent
company Proctor and Gambles
and since then is available at
retail stores , supermarket and
now is available on online
centres as well (Sisodiya and
Sharma, 2018). This shampoo
is easily available everywhere
weather it is a big city or a
small village being an mass
market product presence of the
product is not limited and also
maintains a very good chain of
delivering its product so that
that it does reach to all the
customers on time.
product is sent out first to
dealer than wholesaler and
then retailers to customers.
Pentene sell its product
through retailer, mall,
supermarket, drug store and
online portals and have a very
strong presence in market.
(Triana, 2016)Pentene
manages a very good channel
for product supply that it
reaches to the customer
whenever required and do not
have shortage because this can
lead to brand shift of customer.
Price Head and Shoulders have a
reasonable price policy and
believe in leading through
quality in reasonable price.
This price is affordable for all
whether middle class or rich.
(Ferguson, 2017) And as for
price concern they are
available in different quantity
packets and bottles. And
company also keep launching
various schemes for discount
and related benefits for its
customers. Now as the product
Price of Pentene is affordable
and reasonable to all its
customers. Pentene has kept its
price competitive to its rivals
and keep its price minimum so
that customers can take
advantage of low price and the
company can take advantage
of high customer base.
(Cabrera Valencia, Sanchez
Paredes and Vargas,
2019)Pentene also comes in
various sizes and quantity so
that people can choose as per

sell themselves online it also
creates a competition in
pricing when different sites for
their own reason gives various
discounts these product
indirectly becomes part of
competition.
their requirement and this does
not become the reason for
losing customers.
Promotion Promotion strategy of Head
and Shoulder is very keen that
it reaches all the area in the
country no matter how remote
it is and for that it uses various
mediums for promotion that
are Television, Radio,
Newspaper, Magazines,
Hoardings , Pamphlets etc.
Head and Shoulder also
believe in endorsement
through celebrity.(Oliveira and
Toaldo, 2015) And keep
endorsing itself through
various celebrity as per their
fame and followers. Along
with their own social media
presence they also campaign
through celebrities in which
celebrities are seen featuring
the product and
communicating its pros.
One important thing is that this
brand features male celebrities
Pentene does very influential
marketing which is based ob
women and their hair problems
and aspirations. Pentene also
features famous celebrity
personalities in their
advertisements. And the ads
are displayed in billboards, TV
commercials, radio, newspaper
etc. (Khorsand, 2017)Pentene
also does have reached to
various remote area because of
their marketing strategy. Now
company is also using social
media like instagram and
facebook to campaign and
have reached millions of
followers. Along with
celebrity actors Pentene also
features various celebrity hair
stylist and organises different
challenges to geab attention of
people and attract customers.

as their endorse. Whereas
other brands often feature
female celebrities for their ads.
Showing that both men and
women can be concious about
their hair and its problems.
CONCLUSION
Looking broadly will make it look like both the brands have likewise practices but when
seen closely it will make the difference clearly visible that Head and Shoulder have kept its focus
on main product which is dandruff removing shampoo and which is now also gives smooth hair .
Whereas Pentene has kept its focus on providing shampoo which gives strong hairs. So it is clear
that both these products addresses two main hair problems. Now if seen at their product line
Head and shoulders have kept it simple with small product portfolio than Pentene, as its main
focus is on customers with problem of dandruff and through research has made it possible that it
now comes with an addition of silky hairs as the brand also want to grab customers who are
concious about silky hairs which now a days is general thing. And Pentene comes with a large
product portfolio than Head and Shoulders for various hair related issues. So companies are
actively making promotional strategies to address public in general so that their product can
reach to mass public. And have also kept their price reasonable so that people of every class can
buy their product.
Both the companies have made research that gives them idea about what kind of
problems people are facing now a days and they have come up with their products that can cater
various needs of public in general and they can increase their customer base. This can be seen
through their promotional strategy.
As revenue of Head and Shoulders is higher than Pentene it can be said that Head and
shoulders has been more successful in application of these 4P's of marketing. One thing that is
better applied by Head and Shoulder is its Promotional Strategy. Head and shoulders presence in
all kind of promotional platforms is more than Pentene so it can reach to more people.

Recommendations
 Head and Shoulders can add more product in their portfolio as Pentene, so that it can
attract customers who are looking for something else then regular products.
 Promotional strategy of Pentene are excellent weather featuring celebrity stylist in 10
days challenge or “not sorry” advertisement, all these are very unique and Head and
Shoulders can also use these kind of strategy to come in the eyes of the educated
population who is now a days fond of this kind of activities that represent strong image of
women.
 In India Pentene shampoo is mostly used by women whereas in UK men, women and
children all uses this product so efforts can be made in this direction.
 The way Pentene advertise they are more for educated people and less for uneducated and
less educated so more general promotion should be done by the company.

REFERENCES
Books and Journals
Cabrera Valencia, A., Sanchez Paredes, M. and Vargas, K., 2019. Plan de marketing
internacional para la comercialización de shampoo long hair en el estado de Miami.
Ferguson, E., 2017. Amazon. com Inc.’s Marketing Mix (4Ps) Analysis. panmore. Com.
Khorsand, H. E., 2017. A STUDY OF MARKETING STRATEGIES ADOPTED FOR
MARKETING OF CONSUMER PRODUCTS IN RURAL AREA OF PUNE DISTRICT
WITH SPECIAL REFERENCE TO HINDUSTAN UNILEVER LTD (Doctoral
dissertation, DEPARTMENT OF COMMERCE, BHARATI VIDYAPEETH).
Oliveira, M. G. and Toaldo, A. M. M., 2015. New times, new strategies: proposal for an
additional dimension to the 4 P's for e-commerce dot-com. JISTEM-Journal of
Information Systems and Technology Management. 12(1). pp.107-124.
Sisodiya, P. and Sharma, D. G., 2018. The Impact Of Marketing Mix Model/Elements On
Consumer Buying Behaviour: A Study Of Fmcg Products In Jaipur City.International
Journal of Technical Research & Science, Paper Id: IJTRS-V3-I1-016 Volume. 3.
SOFICĂ, A. and Cosma, S., 2018. EXTENDED MARKETING MIX (7PS) AND HRM
RECRUITING. HOW TO SELL A JOB.Studia Universitatis Babes-Bolyai, Negotia.
63(3).
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).