Procter & Gamble Brands: Pantene and Head & Shoulders 4Ps Analysis

This report presents a comparative analysis of Pantene and Head & Shoulders, two prominent brands in the hair care industry, focusing on the four key elements of the marketing mix: product, price, place, and promotion. The analysis examines the target markets, product features, pricing strategies (including competitive, skimming, and penetration pricing), distribution channels, and promotional activities of each brand. It highlights the distinct approaches of Pantene, targeting women with a focus on quality and brand personality, and Head & Shoulders, catering to both men and women with a focus on dandruff removal and market penetration. The report also discusses the market share and competitive landscape for each brand. The report concludes by summarizing the key differences and similarities in their marketing strategies and their impact on brand success.

Pantene and Head and
Shoulders four P
Comparance

Executive Summary
Marketing is a crucial aspect of an organisation that play an important role in determining
the activity of an organisation and provide goods and services to gain large customer satisfaction
across the globe. Marketing mix help the firm to identify various tactics used to promote the
product among the users and to create brand awareness at a global level. It consist of various
components such as product, price, place and promotion that is used by marketer to boost the
sale and thus enhance the profitability of an organisation. This report provide the comparative
analysis of Pantene and Head and Shoulders on the basis of four P's of marketing mix.

Table of Contents
INTRODUCTION...........................................................................................................................1
FINDINGS.......................................................................................................................................1
1) Comparison Of Target Market................................................................................................1
2) Product....................................................................................................................................2
3) Price........................................................................................................................................2
4) Place........................................................................................................................................3
5) Promotion................................................................................................................................4
CONCLUSION...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing mix is described as the set of actions or various tactics used to promote the
product among the customers and it consist of four elements such as product, price, place and
promotion(Aaker, 2020). Each P's play a very important role in marketing that make up the
proper business plan to ensure success. The marketing mix require a lot of information, market
research and proper consultation with several users that helps marketer in decision making
regarding various aspects of a business. The report is based on the comparison of different
marketing elements on Pantene and Head and Shoulders. Pantene is American brand of hair
produts which is owned by Procter and Gamble. This product is largely available in much of the
world to capture large market share and its best known product is Pantene Pro-V, 2 in 1 formulae
that has gained immense popularity among the customers. Head and Shoulder is a renowned
brand of anti dandruff shampoo produced by Procter and Gambel and it has covered large market
segment at a global level.
FINDINGS
1) Comparison Of Target Market
A target market is a group of customers at which company focuses to sell its products or
services through its marketing efforts(DeBruler and et. al., 2019). Consumers who make up
target market has similar characteristics such as buying power, income level, geographic location
and so on. In other words, it is considered as the core function of marketing that aids in
development of a marketing plan. It also help the firm to monitor their sales and customer
preference through evolving revenue opportunities. The target audience of Pantene is woman
from youngsters to early 40's so that they feel confident when their hair looks good and also feel
proactive in living a better lifestyle. This firm provide the product in a best possible price and
also emphasise on providing best quality of products. Head and Shoulders is basically for both
men and women that provide the assurance of removing dandruff in just one wash and also this
brand is considered as the nationwide distributor across the globe. This shampoo gives an
assurance of delivering 100% dandruff free hairs and provide the greatest value to the customers
and also the brand has reached the rural market through introduction of sachets in order to gain
large access of customers. This product range suits for all type of hair and scalp needs in order to
gain right kind of confidence and thus improves overall hair condition.
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2) Product
An product is the physical article or component offered for sale within the market and
price is charge depending upon the quality, market and the segment that is targeted(DeBruler and
et. al., 2019). The most important point regarding this is that product needs to be communicated
and should have the name so that it the users to identify it easily. Also, the product need to
modified in according to dynamic environment so as to fulfil the requirements of customer
within the market. Using Levitt's model of brand, the product that is Pantene come in multiple
sizes and it also contain the coloured ring that on top of the crown that help in easy identification
of brand. In case of Head and Shoulders, it came up with a new technology which is designed in
bottle shape that provide an ease of convenience among the customers. According to Aaker's
brand framework, Pantene is just considered as a brand for women that fell under the category
of excitement brand personality as it shows the daring side of women to be be cheerful, positive
and outgoing spokesperson(Thilgavathi, and Indirapriyadharshini, 2019). In case of Head and
Shoulders, it is associated with various traits such as reputed, trustable, expert and attentive in
order to solve the dandruff problems. This brand arouses emotions level by improving self
confidence and also tends to remove uncomfortable situation. With reference to Head and
Shoulder, the communities involved majority of men as compared to women because they prefer
efficient products with best packaging and smell and women prefer premium quality by
considering new shampoo on the basis of hair density.
3) Price
Price is the amount of money for which something is sold to the customers in return
for goods. It is influenced by both production cost and the demand of product and it is
expressed as some form of currency(Jain and Sharma, 2018). In other words, it is set by a
seller or producer when they have a monopoly power which are considered as price makers
within the market. A pricing strategy is a model that help the firm to establish a price
which includes price skimming,
Pricing strategy
Competition based This strategy focuses on existing market rate that focuses on
using the competitor's price as a benchmark.
Skimming Pricing This strategy emphasises on charging the highest possible price
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for a new product and then lower the price when it become less
popular within the market.
Penetration Pricing This pricing strategy focuses on providing low priced products
in order to gain the attention of large number of customers by
increasing the market share.
Premium pricing It focuses on perceived value of a product rather than
production cost as they are meant for luxurious and rare.
Cost- Plus Pricing strategy This is also referred as markup pricing that uses this strategy as
'markup' their products by adding a fixed percentage of
production cost.
Value based Pricing Strategy It emphasises the company to charge more for a product in
order to boost customer sentiment and loyalty.
Pantene follow the competitive pricing strategy as its price are similar with various
competitors like Fructics, Dove, Loreal etc.(Kent, and Cedrone, Procter and Gamble 2019).
The aim is to provide the best product at a best price in order to retain the existing customers and
also focus on acquiring new customers. Also, head and Shoulder face stiff competition and keep
its price at par by adopting the the competitive strategy to maintain the loyalty of customers.
This firm also uses penetration policy to gain new market by meeting the needs of purchasers as
it is available in different sizes.
4) Place
This is also the most essential component of market mix that emphasises on distributing
the products from producers to intended user. This is also known as distribution strategy that
includes various intermediaries such as wholesaler, distributors, retailers and so on and is
included in the channel that are involved in this movement in any capacity(Magnusson, and
Westjohn, 2019). Pantene is a product of P&G that provide the excellent distribution network in
different parts of the country and it also provide wide range of products that are available at giant
number of retail outlets, supermarkets and modern retail so as to make sure that there is no stock
outs. From the manufacturing plant, its product goes to various agents and then is is forwarded to
the regional stockist and then its is transferred to the wholesalers. From the wholesalers, the
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product goes to retailers and then it finally reach to the end customers. This distribution strategy
has to be excellent otherwise it results in change in preference of customers towards the
competitive brands in case of stock outs. Head and Shoulder is a renowned brand that has
capture several international market such as Pakistan, Bangladesh, Canada, United Kingdom and
so on to reach large number of customers(Schaffmeister, and Haller, 2018). Its distribution
channel includes services of distributors and retailers BM561 Business Consultingto reach
customers through various modes like supermarket, hypermarket, local market and corner shops.
This product is also available in online shopping platforms to gain wide popularity.
5) Promotion
Promotion refers to any type of marketing communication used to inform or persuade the
audience with an aim to create awareness and create interest and also help to boost the sale or
create brand loyalty within the market(Mao, 2018). Promotion cover the method of
communication uses to provide whole information about the product which can be done by both
ways either verbal or visual. The promotion strategy in case of Pantene is covers all aspects of
marketing such as Television, social media, billboards etc. and also the ads are telecasted mostly
on entertainment and movie channels. This company uses the strategy of celebrity ambassador to
promote the product among the users and ads are also provided on the you tube channels.
Pantene also posts posters at the retailers and supermarket to create visibility and thus increase
impulsive buying. Head and Shoulders is highly rely on its marketing team for promotional
activities as it has launched several marketing campaigns to maintain brand visibility within the
market(Ustinova, 2019). Its advertisements are aired on television, newspaper, radio, magazines
and hoardings at strategic places to gain large access of customers. Various celebrity
ambassadors such as Kareena Kapoor, Saif Ali Khan, and so on that help to boost the sale of
products and stick the image of product in consumer's mind.
Market share
The biggest competitors of Pantene are Tresemme as it provides 9.5% of total retail
market while the Tresemme has 6.9% in retail market. The total market share of Pantene is 8.2%
which as very big as compared to its competitors within the retailing industry. But head and
Shoulders is most recognizable brand in the hair care industry as it captures 20% of global
market share. Hair and Shoulder has 24% of net sales in the last year and also this brand come
with excellent market strategy that provide growth opportunities to a concerned firm.
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CONCLUSION
From the above information, it can be summarised that marketing mix play a very
important role and aids in decision making of company and the product is modified in according
to dynamic environment in order to fulfil the requirement of customers. The four P's, namely.
Product, price, place and promotion are the factors that is taken into consideration while
marketing the goods or service among the public. Pantene uses the concept of these marketing
elements to expand their business operation while Head and Shoulders use this concept to create
more an more brand awareness among the customers. By comparing both, Head and shoulder has
gain immense popularity across the globe.
REFERENCES
Books and Journals
Aaker, D.A., 2020. Brand portfolio strategy: creating relevance, differentiation, energy,
leverage, and clarity. Free Press.
DeBruler and et. al., 2019. Systems and methods for controlling phasing of advancing substrates
in absorbent article converting lines. U.S. Patent 10,327,959.
DeBruler and et. al., 2019. Systems and Methods for Controlling Phasing of Advancing
Substrates in Absorbent Article Converting Lines. U.S. Patent Application 16/417,761.
Jain, A. and Sharma, R., 2018. Flagship and Flanker Brands: Consumer Preference Study of
Hindustan Unilever Limited and Procter & Gamble. IUP Journal of Brand
Management. 15(3). pp.7-22.
Kent, J.M. and Cedrone, L.J., Procter and Gamble Co, 2019. Systems and Methods for Detecting
and Rejecting Defective Absorbent Articles From a Converting Line. U.S. Patent
Application 16/417,717.
Magnusson, P. and Westjohn, S.A., 2019. Advancing global consumer culture research.
International Marketing Review.
Mao, Q., 2018. Essays on Competition and Product Variety. The University of Wisconsin-
Madison.
Schaffmeister, N. and Haller, F., 2018. Brand building and marketing in key emerging markets.
Gabler.
Thilgavathi, M. and Indirapriyadharshini, B., 2019. Consumer Buying Behaviour of Shampoo:
With Reference to Women of Pollachi Taluk, Tamilnadu. Journal of Commerce and
Management Thought. 10(1). pp.11-28.
Ustinova, I., 2019. The local and global imagery of women in Russian advertising. World
Englishes. 38(3). pp.404-416.
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