The 4Ps/Marketing Mix: A Comparison of Head and Shoulder and Pantene Shampoo

This report provides a comparison between Head and Shoulder and Pantene marketing mix strategies for their shampoo products. It discusses the product, price, promotion, and place strategies used by both companies to attract customers and increase sales. The report also includes a recommendation for each company to improve their marketing strategies.

The 4Ps/marketing mix

TABLE OF CONTENTS
Executive summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Marketing Mix Comparison........................................................................................................4
Comparison of Target markets....................................................................................................8
Recommendation.........................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

Executive summary
The brief study of the report explained about marketing mix strategy which encompasses price,
product, place and promotion. Important of 4P’s model understood by the help of two companies
H&S and Pantene Lady’s shampoo. These companies applied 4P’s model to influence brand
image and product in global market analysed in report.

INTRODUCTION
Marketing mix is the combination of different strategies which helps to increase the
market share business by analysing all the factors and compete in market effectively (Tomczak,
Reinecke And Kuss, 2018). Marketing mix is divided into four components which help to
increase the potential of business which are product, place, price and promotion strategy which is
essential to attract more customers in business organization and increase profitability. This report
provides a comparison between Head and Shoulder and Pantene marketing mix strategies. Both
companies are producing shampoo for women.
Marketing Mix Comparison
Marketing mix is a marketing technique which is used by organization to influence their
products and services in the global market. It includes product, price, place and promotion which
are know as marketing set which helps to upgrade product or brand position. Marketing sets also
known as 4P’s model.
Product
Product strategy is helping the business develop effective products according to marketing
information to increase the sales and satisfaction of customers according to needs and wants. It is
an important part of marketing mix strategy which helps to satisfy customer needs and their
expectation (Cheng, 2017). Product is classified into two forms tangible and intangible. Tangible
refers as a product or goods which is consumed by public. While intangible refers as a service of
idea which is used by organization to offer high quality services like online transaction services.
The comparison between Head and Shoulder and Pantene is discussed below. As the beauty care
industry is increasing the demand of customers is also increasing and it is very essential for both
the companies t focus on their product to increase sales and attract more customers in the
business effectively.
Head and Shoulder Pantene
Head and shoulder focus on qualitative
approach to increase the satisfaction of its
customers and increase sales effectively
It is the subsidiary company of Proctor and
Gamble. Company has an innovative
approach to increase the efficiency of their

(Triana, 2016). It is vey essential for the
company to develop better quality shampoo.
products which also helps the company to
develop better opportunity to increase profit
margins as Pantene provides highly quality
personal care shampoo for women.
Company focuses on the hair fall, hair
nourishment with the help of effective
ingredients and motivate customers to
increase sales.
Company is more focused to use herbal and
non-chemical ingredients due to increased
awareness of customers about the harmful
effects n the hairs. This also helps Pantene to
increase market share and gain more trust in
market (Fang, 2019. Geraghtyand Conway,
2016).
Company provides different types of product
range for men and women to increase the
customer segments to target more customers
and gain higher market share. This also
increases the productivity of company to
compete in market effectively.
Pantene apart from shampoo also provides
styling products for women who increase the
customers loyalty and attract more customer
to increase sales of the company effectively.
It is also used in may salons for hair treatment
which also increases the market share and
brand value of the company to gain higher
revenue generation opportunity effectively.
Company also has the market share more that
of head and shoulder as company provides
more effective and wide range products to
customers in international markets (Fang,
2019). Company provides different types of
shampoos and conditioners which increase
satisfaction of customers and retain them in
the company.
Price
It is another tool which can be defined as the amount that client and customer pays for
goods and service. It plays essential role in customer buying decision for example when price is
high as result decreases buying behaviour of customers. On the other hand, when price is

optimum or affordable increases selling behaviour of employees within workplace. The
comparison between Head and Shoulder and Pantene is discussed below
Head and Shoulder Pantene
Head and Shoulder offers anti-dandruff
shampoo which is the major speciality of
company. To promote their products adapts
competitive pricing strategy by H&S. this
strategy supports company to penetrate in
market. It is not only helping to attract new
customer but also lead perceived values
within market.
As compared Pantene also follows
competitive pricing strategy. Organization
provides their products to customer on similar
price as H&S offers. The main objective of
the Pantene to offers standard quality
shampoo at optimum price which meets
customer’s objectives and in return gets high
profitability within company as comparison
H&S.
Reasonable price strategy also follows by
H&S. There are several reasons to adapt this
strategy. The reason behind is that company
wants to cover each and every type of
customer either they belong from high class
or lower class. It also supports to establish
loyalty of it’s customer and builds their
psychology that H&S products are pocket
friendly and affordable price.
While Pantene follows sustainable product
strategy. Pantene is famous for personal hair
care services which they offer by their
shampoo to people. Nowadays each user
wants that they get such kind shampoo which
improves quality of hair and available at low
price (Hys, 2017). By the strategy Pantene
easy to cover those customers who can spend
money to keep their hair shiny, dense and
nourishing.
H&S applies promotional pricing strategy in
summer season. It is effective strategy of
organization because they offer high discount
on sale. It encourages customers to buy high
amount product to get discount as result easy
to build high revenue by organization.
As compared Pantene adapts combo pack
strategy and offers discount on them. It also
attracts premium customer to buy large
quantity product on discount.
Promotion

It is marketing tool which helps to influence product value in market. Public relation,
advertisement, sales promotion and digital marketing are the major sources of promotion which
creates image of product or brand in customer’s mind. The comparison between Head and
Shoulder and Pantene is explained below
Head and Shoulder Pantene
H&S follows aggressive policy strategy
which is informative and creative type
policies which ensures customers that they get
high quality products. This policy supports
company to create brand image in global
market.
As compared Pantene provides its coupon in
different magazines and allows users for
tribality which gives impact on customers
psychology for products. Thus company
creates good brand image in customer mind.
Ads Campaign strategy adapts by H&S which
helps to maintain rand visibility in business
market.
Poster promotion is another strategy which
organization adapts to maintain visibility of
brand in supermarket, hypermarket and other
convenience shop.
Celebrity endorsement strategy also follows
by organization for building customer trust on
brand and its product (Moorthy and et.al.,
2019).
As compares Pantene uses digital media to
influence their products. For example,
YouTube is featured by Priyanka Chopra who
works in both platform Hollywood and
Bollywood. It is positive sign for organization
to promote their products in both markets
local and international market.
Place
It offers access to user or provides place where they can purchase product as per their
choices. Place plays essential role in organization because it helps to occupy large number of
customers within a place for selling its products. The comparison between Head and Shoulder
and Pantene is described below

Head and Shoulder Pantene
Distribution strategy applied by Head and
Shoulder to provide their products across the
world. by the strategy, company builds
reliable brand image in Indian market based
on the product quality.
As compares Pentene also adapts distribution
strategy to provide product availability in
each market so that customer can buy its
products.
Organization becomes subsidiaries of P&G
network as well to spread their brand image
over the world.
While, Pantene is a product of P&G so it has
strong distribution network. P&G has aim to
increase turnover of products in wide number
of retail outlets, supermarket and
hypermarket.
Distribution network of Pantene for example
product carries from manufacturer by the
agent and agent transfer to wholesaler and to
retailer. While retailers sell Pantene products
to user in last.
Comparison of Target markets
Target market can be defined as the specific group of publics to whom organization has
intention to sell their products or services and in return generate high revenue within company
(Tomczak, Reinecke And Kuss, 2018). In addition, it supports to examine demand of specific
group of people about brand and its products. There are two companies which has different target
market. It is described below:
Head & Shoulder: The target market of the company is higher- class and middle-class people
who always worry about brand that it is reliable a not. They also keep preferences to overall
health of their hair.

Pantene: while Pantene targets those group of people who concern for their hair and easy to
spend high amount to keep their hair healthy and shiny. So, organization targets women who
always concern for their beauty and hair.
Recommendation
 H&S and Pantene are applied 4P’s model effectively by adapting different strategies to
promote their products and brands. Pantene is more successful by applying the 4P’s
model because it targets women who always ready to expense on products to get shily
and health hairs as compared H&S.
 H&S should go for organic shampoo which supports company to attract different class
people because each user either they belong to middle class or higher class wants to use
harm free products.
 Pentene should improve their pricing strategy which can help to attract not only female
but also male as result selling infrastructure improves.
 H&S should use premium product strategy so that easy to access higher class customers
as well.
CONCLUSION
This report provided brief information about different marketing strategic comparison
between two businesses which sells shampoo in their respective market effectively. This also
provided and information about all the marketing strategies which helped the business to attract
moré customers and display their uniqueness of resource to make the effective decision and
achieve core competency in market effectively

REFERENCES
Books and Journals
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).
Ali, M., Ilyas, M. and Rehman, C.A., 2016. IMPACT OF CONSUMER CENTRIC
MARKETING MIX ELEMENTS ON CONSUMER BUYING BEHAVIOR; AN
EMPIRICAL INVESTIGATION IN CONTEXT OF FMCG INDUSTRY OF
PAKISTAN. Kuwait Chapter of the Arabian Journal of Business and Management
Review. 5(5). p.30.
Cheng, T., 2017, December. Research on Marketing Strategy of Electronic Components. In 4th
International Conference on Education, Management, Arts, Economics and Social
Science (ICEMAESS 2017). Atlantis Press.
Fang, Q., 2019. The marketing strategies of BHG Lifestyle market in Nanning, Guangxi. Asia
Pacific Journal of Religions and Cultures (AJRC). 3(1). pp.1-20.
Geraghty, G. and Conway, A.T., 2016. The Study of Traditional and Non-traditional Marketing
Communications: Target Marketing in the Events Sector.
Hys, K., 2017, October. Mechanisms Stimulating Actions Customer-Decision Maker on the
Market: Marketing Mix Instruments. In DIEM: Dubrovnik International Economic
Meeting (Vol. 3, No. 1, pp. 566-576). Sveučilište u Dubrovniku.
Moorthy, K and et.al., 2019. FACTORS AFFECTING STUDENTS’CHOICE OF HIGHER
EDUCATION INSTITUTION: A MALAYSIAN PERSPECTIVE. Marketing. 1009.
p.7P.
Tomczak, T., Reinecke, S. And Kuss, A., 2018. Planning the Marketing Mix. In Strategic
Marketing (pp. 171-221). Springer Gabler. Wiesbaden.