Principles of Marketing: Importance and Application of 4Ps

This study explores the importance of marketing and how it can assist organizations in increasing sales and market share. It focuses on the application of the 4Ps of marketing (Product, Pricing, Place, and Promotion) and discusses target markets, pricing strategies, and promotional strategies used by organizations.

PRINCIPLES OF MARKETING

EXECUTIVE SUMMARY
The study has been made to describe the importance of marketing ie, how marketing can
assist an organisation in increasing its sales and market share. The study has been made to
describes the target markets of the customers ie, what types to markets the company is targeting
to sell its products. The report contains the application of 4Ps of marketing, (Product, Pricing,
Place and promotion). Thus, it also describes the various types of pricing strategies and
promotional strategy used by the organisations.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Application of 4Ps of marketing mix...........................................................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing refers to the practices undertaken by an organisation to promote its products
and services. Marketing includes activities like advertising, selling and distributin of goods to
consumers. Head ande shoulders is an American brand of anti dandruff shampoos which are
manufactured by the parent company P&G introduced in 1961. The company. Pantene is an
Swiss created American brand which offers hair care products. The brand is know for its two in
one formula ie, shampoo plus conditioner. The study will highlight the analysis of effectiveness
of 4Ps of marketing mix (Ackerman, Dommeyer and Gross, 2017).
TASK
Application of 4Ps of marketing mix.
Head and shoulders Pantene lady's shampoo
Target Market Head and shoulder focus on selling
the products on the basis of social
class and income level of the
people. They sells its products on
the basis of income level of public
as they offer higher quality
products at reasonable process The
targeting market for Head and
shoulder are middle class people
who prefers to buy branded
products only (Aslam, 2018). The
company targets the audience of
middle age men's who are suffering
from dandruff and scalp problems.
H&S customers are mostly people
who have low income level. The
company also targets women's of
middle age but they main focuses
Pantene shampoo focus on making
products on the basis of age and gender.
The target market for Pantane is the
women's of around 30-40 age. As the
company makes different types of
shampoos for women's like deep
cleanser, curl perfection and shampoos
for repairing and protecting hair loss
understanding the needs for different
buyers (Epuran, and et.al., 2015). The
company targets the audience who
prefers to buy shampoo which is
reasonable priced, convenient shampoo.
Though the organisation also focuses on
offering best conditioners which main
targets on those ladies who are suffering
from hair damage problems and hair
loss problems. The aim of the brand is
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on manufacturing anti dandruff
shampoo for middle age men's. As
H&S is the no. world's no.1 anti
dandruff shampoo manufacturing
brand (Harahsheh, Haddad and
Alshorman, 2019).
to offer better quality products to
women's so that live a healthy lifestyle
and feel confident with good looking
hairs.
Product Head and shoulders is an growing
hair care brand. The product makes
promises to remove dandruff from
hair and gives clean and healthy
hairs to consumers. The packaging
of the the product is shaped in
bottles. Company focuses on
maintaining its packaging of
products (Harahsheh, Haddad and
Alshorman, 2019). The products
offered by head and shoulders are
classic clean shampoo, instant relief
shampoo, moisture care shampoo
etc.
Pantene shampoo and conditioners are
offered in different package size like
80ml. Company offers different types
shampoos to its customers such as hair
fall control shampoo, anti dandruff
shampoo, total damage care shampoo
and conditioners like hair fall control
conditioner, daily moisture repair
conditioner etc. Companies makes
attractive pakaging to so that it can
attract the customers (Kliuchnikova and
Pobegaylov, 2016).
Price The pricing strategy followed by
Head and shoulder is reasonable
pricing strategy. As the aim of the
company is to attract and maintains
the loyalty of customers, the
products offered are pocket friendly
and easily affordable. The products
are available in different size
packages one can make purchase
according to their requirement and
The pricing strategies which is followed
by Pantene brand is competitive pricing
strategy. The aim of the brand is to offer
premium quality hair products to the
consumers as this helps in attracting
new buyers and assist in retaining
existing old loyal consumer also. There
is very tough competition in the market
as the other brands like Neutrogena,
Dove, Tresemme are also offering
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needs (Lusch, Vargo, S.L. and
Gustafsson, 2016). The company
also offers promotional pricing
strategy by offering various
discounts to increase the sales. The
organisation offers discounts
mainly in summers as the sales
during that time is higher and this
results in generation of higher
volumes and more revenue. The
prices of the products are kept
reasonable as attract new customers
and retain the existing customers.
H&S products are available in
different sizes which ranges from
3ml pocket size packs available in
3rs to 675ml bottle packs at 370rs
(Thorpe and Roper, 2019).
similar quality products to its customers
(Pelton, Strutton and Lumpkin, 2015).
The company follows competitive
pricing strategy as the goods offered by
Pantene are also similar to the other
competitor's products. Company has
also adopted value pricing policy so
they can make adjustment with the
purchasing power and dominating local
conditions of specific place. Thus, this
results in higher sales and assist in
generating more profits and higher
revenues.
Place Head and shoulders is an popular
brand and its products are sold in
many countries all over the world
(Svensson, Wood and Callaghan,
2015). The company has made such
a growth in the market because of
the penetrating policies, the
company has successfully sells it
products to the countries like
Pakistan,Canada, Bangladesh, UK
and US. H&S is the subsidiary of
P&G so it enjoys the great
advantages of having a strong ande
Pnatene is an product of P&G brand.
P&G has an good distribution network
all over the world due top the expertise
and widest range of products (Svensson,
Wood and Callaghan, 2015). The aim of
P&G is to make the pantene products
available at maximum retail outlets,
hypermarkets and super markets and
company make sure that the stocks are
properly maintained ie, no shortage of
products. The organisation has an
widests distribution network and it the
parent company for distribution
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fastest distribution network. The
products of the head and shoulders
are travelled from distributor to
whole seller to the retail store and
from there the goods are final
reached to the consumers (Watkins,
2017). The products of the
company are sold in supermarkets,
hypermarkets, discount stores and
also available online shopping
websites.
practices. Pantene has adopted retailers,
wholesalers. The goods are taken out
from the manufacturing plant and from
there it is sent to carrying & forwarding
agents. And from there the goods are
transferred to regional stockist, who
sends the stock to the wholesalers and
retailers. As Pentane is an famous brand
its products are easily available in all
types of retail outlets malls,
supermarket, grocery stores and
discount outlets. Shampoos of pantene
are also sold vie various e-portals and
shopping websites (Watkins, 2017).
Promotion Head and Shoulders trust on its
marketing team for dosing the
promotional activities. It is the most
recognised and trustable brand and
its has launched many ad
campaigns to generate and
maintained visibility of brand in the
market. The aids are shown on
different TV channels and it is also
displayed on newspapers, posters,
magazines and hoardings. The
company also do celebrity
endorsement for marketing of the
products (Lusch, Vargo, S.L. and
Gustafsson, 2016). It shows famous
personalities in the past and
beautiful models in their
Pantene is an strong brand with greater
brand recall. The company adopted
duifferent aggressive strategies for
marketing which includes making
advantage of many advertising tools.
Pantene has created ad campign with
the celebrities like Priyanka Chopra,
Iman, Katrina Kaif etc, all these
campaign are targeted on women with
the ads highlighting the benefits of
using the hair care products (Pelton,
Strutton and Lumpkin, 2015). All these
are broadcast by digital and print media
like newspapers, radio, television and
magazines. Pantene is using social
media platform like Facebook to market
its products, as the Facebook page of
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advertisements. Indian models like
Saif Ali Khan and kareena kapoor
are featured in the ads from time to
time.
brand connects the customers with hair
specialist and celebrities. Pnatene also
gives ads on you tube of its hair
products.
CONCLUSION
The study summarised that marketing plays and vital role in increasing the sales of the
company. Marketing effort assist in improving loyalty of customer's towards brand and helps in
enhancing overall brand identity. There are many tools by which marketing can be done such as
televisions, newspapers and social media platforms. Further, the study concludes 4ps of
marketing mix (product, place, price and promotion), price is an important factor which impacts
overall sales of the the products as if company charges high prices for the goods it may not be
easily purchased by customers, Larger amount of customers prefers to buy quality goods at
reasonable prices.
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REFERENCES
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